Location

After scouting a location we came across this picteresque setting at rutland water, the bench fits our pitch ideas along with the riverside.

Pitch Ideas

Institutions

Launched	3 August 2008
Owned by	Box Television (Bauer Group/Channel 4)
Picture format	16:9, 576i (SDTV)
Audience share	0.3% (September 2010, BARB)
Slogan	Music and Then Some!
Country	United Kingdom Ireland
Replaced	The Hits
Sister channel(s)	Channel 4 E4More4 Film4
Website	http://www.4music.com/

4Music is a music channel in the United Kingdom and available on some digital television providers in the Republic of Ireland - its web component can be found at www.4Music.com with its own Facebook and Twitter pages. It is the only channel within the Box Television Network to be branded under Channel 4 and the only channel in the network to be broadcast in widescreen. The channel replaced The Hits. The channel is Free to Air (FTA) on Digital Terrestrial (Freeview), but as a pay subscription channel on Digital Satellite (Sky) along with the remainder of the channels in the Box Television group. All Channel 4-owned channels however broadcast free-to-air.

Analysis of a music video

Adele- Chasing Pavements


Label- XL Columbia


Adele Laurie Blue Adkins(born 5 May 1988), known professionally as Adele is an English singer songwriter. She was the first recipient of the BRIT Awards Critics' Choice and was named the number-one predicted breakthrough act of 2008 in an annual BBC poll of music critics, Sound of 2008. She is a multi-Grammy Awards nominee who has won two awards, Best New Artist and Best Female Pop Vocal Performance in 2009.
She has described her musical style as "heartbroken soul." Adele agrees with critics that have suggested that her vocals are more developed and intriguing than her songwriting. She also received praises from Paul Rees, editor of Q magazine, who said it was "refreshing to hear something different" after a thousand years of "identikit bands who want to sound like The Libertines".

By the beginning of 2009 listeners and critics started to describe Adele as unique. AllMusic wrote that "Adele is simply too magical to compare her to anyone". Venus Zine recognized Adele on its 25 under 25 list of women for her “distinctive, unusual voice” that “blends the bubbly clarity of pop with the sophisticated phrasings of jazz and blues.”

Genres-Pop, soul, jazz, blues, country

This is a long shot from birds-eye prospective. Here you can clearly see two people interacting. They are laying on a pavement (relative link to the song title) however they are moving in a way to make it look as though they are stood up. From the previous shot we can see that the video is shot on a street, as we can see a road, parked cars and houses. The leaves surrounding the shot and the actors dress show that is it autumn, this is a romantic shot of the two people meeting. The lighting isnt very bright, emphasising the time of year it is.

Here is an establising shot, this shot confirms ideas of it being on a street, side walk. This shot is very picturesque. The mise-en-scene supports the serene atmosphere, as it has quiant features such as the old fashioned lampost. The shot shows the artist walking along the path in slow motion, singing in casual autumn clothes, this does not make her stand out from the actors within the video. However the close up shots of her singing make it clear that she is the artist.

The video follows the song structure well and changes pace with the music, for example, when the chourus begins the still couple on the pavement begin to move and the video begins more upbeat with the music.
The video uses mainly straight cuts however there are some blurred effects used, for example; when adele is sitting in a car with a man the blur her face out whilst she is singing to make the viewer concentrate on his reacted facial expressions.

Here is a shot to show the actors' movements. The move in a very contempary style to suit the artists also contempary style. In this sense the relationship between the music and the visuals is very strong.
This shot also shows the varied use of effects, as this shot is black and white, this could give an impression of surrealism. 

Conventions in popular music videos

Technical conventions

• Band shots, whole band shots and perfomance clips
• Shadows, mise-en-scene reflects atmoshere, equal division of shots upon band members or focus on key members
• Highlighting, brightlighting
• High angle/low angle, special lighting effects
• Close ups/extreme close ups
• Animation and video special effects (e.g. CGI, Green Screen, etc)
• Colour effects - more monochrome/black and white

Narrative

• How is narrative use? Balanced with performance? Cut into performance? Merged with the performance?
• Narrative - does is AMPLIFY the lyrics? Or does it focus on a specific part of the lyric and ILLUSTRATE it? Or does it CONTRADICT the lyrics?
• Remember that narrative may not be constructed in a traditions manner - may be partial/disjointed - e.g. use of montage

Intertextuality

• This refers to the process where on media text may take ideas from another existing text - it may be a carbon copt, a pastiche, a parody or a homage - e.g. a music video may borrow elements from a well known film
• This is 'borrowing' of images, narratives, etc and reconstructing them can be seen as 'post-modern'
• It draws the audience into text - they recognise elements - they're 'in on the secret'

Representation

• Glamour/popstyle lifestyle
• Playing out 'popstar' lifestyle within video
• mean and moody men
• Seductive poses from female artists
• Anti-establishment activity
• Deserted locations and straight forward narratives
• Guitar solos
• All playing to the audience
• Short skirts
• Cleavage
• Trying to portay a certain image - intertextuality
• Voyeurism (people watching other people when they don't know)
• Urban locations
• Dancing
• Crowd shots
• Destroyed enviroments

Emailing the Artist

Genre and Marketing

A music genre is a categorical and typological construct that identifies musical sounds as belonging to a particular category and type of music that can be distinguished from other types of music.
Music can be divided into many genres in many different ways. Genres can be distinguised by the time period, techniques and instruementation

Music Genres;

Pop
R&B

Indie
Rock

Punk

Heavy Metal

Drum and Bass

Dance

Techno

Reggae

Country

Jazz

Blues

Soul

The genres of the song we have chosen are Acoustic/Soul/Blues.

•  Acoustic music comprises music that solely or primarily uses instruments which produce sound through entirely acoustic means, as opposed to electric or electronic means. 
• The blues genre is based on the blues form but possesses other characteristics such as specific lyrics, bass lines and instruments.
• Soul music is a music genre originating in the United States combining elements of gospel music and rhythm and blues

Traditional & New methods of marketing

Since the birth of the Internet, marketing methods have changed.

Traditional methods (indirect):

• Press, radio, television and general advertising

This puts the record deal completely in the hands of the record comapny, Marketing costs are not recoupable under this model, and so unless a minimum figure is set in the recording contract, then here is no guarantee that a label will put a effective amount of money into support a band's marketing campaign.

New methods (direct):

• The internet, particuarly websites such as MySpace

Bands are able to use this direct marketing to their advantage as they can talk directly to their fan base before they even have a record deal. This has cut ou the necessity for a more traditional marketing platform in order to reach and audience. However, in order to have long term success, the band neeed to have a strong marketing strategy combining both direct and indirect marketing (radio, press, TV, online and club pluggers as well as advertising).

Record labels usually base the amount htey spend of the marketing on the estimated number of records that each artist will ship to the shops. Managers do not have any control over how much money the label invests in marketing their band.

Due to the rapid decline in physical record sals, the music industry is llooking at different models to break and markt new artists.

How a plugger can help?

Most record labels build a promotional campaign for a new band by investing in plugging teams who deal with national radio, TV and press promotion as the main areas to focus on, followed by regional press and radio,, and student and club promotions on top of that. A radio plugger will see a new live band and approach them to offer their help. National radio and press are often more likely to play demos of unsigned band if they know a plugger is involved.

Touring

This is a vital area of marketing, if a band has a successful national tour, there willl be a regional radio and press campaigns to build the profile around each date.

Finding fans

There are no rules when it comes to breaking a new band and there are various marketing tools at the artists disposal. The internet is still one of the best places to market a new artist The general idea is to initially try and find the hard core fan base for a band and once the album is released to move beyond that fan base by marketing to a wider audience usuing billboards and Tv advertising.

Kate Nash-Marketing her new album 

Here is a printscreen from her website show an advertisment for her new album, 'My Best Friend Is You', it is a link.



Here is a printscreen of what the link in the previous printscreen links you to, it enables you to choose what country you are from and shows images on the right hand side of kate. One of the images shows her creating a heart shape through her gesture of hands, this is a typical representation for an acoustic genre, as it signifies love/romance. Above the selection of countrys is an advertisement for Limited Edition Album, the advertisement includes a link of the website it is available from. This part of the website isnt very imformative, but includes what it needs to and includes alot of imagery.

Here is a printscreen of the amazon website, selling Kate Nash's album, once you pick a country on the previous printscreen you are then linked to this website, encouraging and enabling you to purchase it. This is a form of convergence selling the product linking straight from the artists website to the shop. It is also a form of synergetic marketing. This is a good marketing technique as it not only advertises it but allows you to buy it at ease.

The printscreens below show the rest of the amazon page for Kate Nash's album, it gives details of the album, songs included, similar artists and reviews;

We also discovered that her album was also advertised on the guardian website, as its a newspaper is included detailed reviews;

During our research process we came across a magazine advertisment for the realease of Kate Nash's new album. We felt studying and analyzing the advert would help us to understand how magazine adverts represent the artist and how it is layed out, this would help us when creating our own magazine advert.

Audience Research: Questionnaire on music

1.How old are you?

• 13-18
• 19 - 25
• 26 - 40
• 41+

2. What gender are you?

• Male
• Female

3. What kind of music do you prefer to listen to?

• Acoustic
• RnB
• Hip-Hop
• Rock
• Metal
• Indie
• Other __________

4. How many hours do you listen to music a week?

• 0 -2
• 3 - 5
• 6 - 8
• 9 -11
• 12+

5. Do you prefer to just listen to the song or watch the video as well?

• Just song
• Music video as well

6. Do you think it's important for the style of video to suit the song?

• Yes
• No

7. Do you go to gigs to see you favourite artists?

• Yes
• No

8. How often?

• Once a week
• Once a month
• Twice a month
• Very rarely
• Never

9. Do you prefer videos that are unique or follow the usual conventions of their genre?

• Unique
• Follow conventions

10. Are there any bands/artists that you are influenced by?

_________________________________________________

11. What do you think makes a good music video?

_________________________________________________

_________________________________________________

Deconstruction of lyrics

• Our genre is mainly acoustic, with a mix of blues and soul
• Our song had a slow tempo throughout, as expected with an acoustic song. However, the tempo sped up in the chourus to keep in time with the upbeat music
• The chourus is repeated twice, with two verses sandwiched between them, creating consistancy and a sense of repetition
• The only prominant instrument within our song was acoustic guitar, a simplistic backing track to suit our genre

Timings

• Verse 1- 00:00-00:43
• Chorus-  00:44-1:13
• Instrumental-1:14-1:17
• Verse 2- 1:18-1:38
• Chorus- 1:39-2:17