Production Journal 1 - Music Video Brief

Last week we received our music video briefs. However the briefs did not reflect the sort of music I wanted to use in my music video. After going through my Ipod, I found a song that could very easily be turned into a music video, but also reflect my style of music.

I chose Thin Lizzy's 1976 Jailbreak, as I could easily illustrate the story of the music video in my head. I could also use the school as a location for the 'Jail break' scenes. With refer to anarchy and rebellion with students, and trying to escape undetected by the staff. With the use of CCTV images, I could refer to the notion of looking, whilst illustrating the narrative.

I can also portray my artists image of an traditional Irish rocker, whilst being contemporary with the image.

Also for the performance I could use spotlights, but also red and blue light to reflect the influence to the law and the rebellion. But another idea I had was that I could use criminal mug shots in the music video of different students, with name plaques.

Now I have some ideas, I can easily start my story board, after researching into the genre.

Music Video Brief

Music Video Brief 

You have been asked to devise and make a promotional music video for the new act detailed below. As a new act, the record label is keen that this first release appeal to a wide audience and establish the image that is both recognizably unique and appealing to their target audience. With is in mind, their fist release will be a cover version and will be used as a platform for future releases.

The song choice will be 'Are you Gonna Go My Way' released 1993 by  Lenny Kravitz.

Artist

Band Name: Bitter Avengers (5 members Jordan, lead singer, Katie, Drummer, Daniel rhythm Guitar, Max lead guitar, Sarah Bass)

Sound: Rock

Influences: Queen, The Who. Guns & Roses, Status Quo

Likes: Touring, Thrill of the Stage, Sweets, Having a good time

Dislikes: Rap, Homework

Extra Notes on Music Industry Development

1. Independent Music, is a term used to describe independence from major commercial record labels or their subsidiaries.

2. The punk rock era is seen as the birth of the independent music scene, as it created this 'do it your self' attitude that inspired other companies to build independent music companies.

3. Web 2.0 is having the same effect as the punk era, as it is allowing companies to advertise on their sites, to a large audience, without creating a huge marketing campaign to advertise their products.

4. They may choose to stay as they feel they can keep to their own style of music rather than be told what to do by the major.

5. Hegemony in relation to independent vs major can be used to describe the leadership or predominant influence exercised over a label and artists.

6. Capitalism: an economic system characterized by private or corporate ownership of capital goods, by investments that are determined by private decision, and by prices, production, and the distribution of goods that are determined mainly by competition in a free market
Commodity: a good or service whose wide availability typically leads to smaller profit margins and diminishes the importance of factors (as brand name) other than price

7. Independent labels vs Major

An independent label

• Allow artists to retain their recordings rights
• Profit sharing on projects rather than fixing a royalty
• Making contracts based on projects rather than a period of years
• Larger Independent Labels may operate the same as a Major Label

Major Labels

• Focuses highly on unit sales
• Models the artists to what they think will sell
• Writes the songs for them to preform

Sony BMG

Sony BMG Music Entertainment was a recorded music company, which was a 50–50 joint venture between the Sony Corporation of America and Bertelsmann AG.

However in August, 2008 Sony Corporation of America and Bertelsmann announced that Sony agreed to acquire Bertelsmann's 50% stake in Sony BMG. Sony completed its acquisition of Bertelsmann's 50% stake in the company on October 1, 2008. The company was, once again named Sony Music Entertainment Inc. (SME), became a wholly owned subsidiary of Sony.



Subsidiary labels

• Columbia Music Group
• Epic Label Group
• RCA Music Group
• Sony Music Nashvile
• Sony Masterworks
• Provident Music Group
• Red Distribution
• IODA Labels

Sony Music UK

• Columbia Records UK 
• RCA Label Group 
• Sony CMG 
• Syco Music 
• Phonogenic Records 

Independent labels distributed by Sony Music Entertainment

• American Recordings 
• Aware Records 
• BNM Records (Australia) 
• Century Music Malaysia 
• D-Town Records 
• Deutsche Harmonia Mundi 
• Independiente Records 
• In the Name Of 
• Nettwerk America 
• Nick Records 
• NotNowMum! Records 
• Shout! Factory 
• Spazz Music Management 
• Robbins Entertainment 
• Drakkar Entertainment 
• Rukus Avenue 
• Suthun Music Entertainment 
• Thugtertainment 
• Top Stop Music 
• Vibekingz 
• Wind-up Records 
• WWE Music Group 

How are Sony vertically integrated (how do they profit from the different stages of music production, distribution and consumption)?

Sony are vertically integrated as they have different companies at different stages of production, distribution and consumption. They profit from this as they don't have to go externally to have a record distributed meaning it will cost them less in the long run.

How do Sony profit from media convergence at the level of the media product?

Sony profit from media convergence as they are a large corporation and can cover all the platforms of media, also with their signed a content deal with YouTube they are able to advertise their products through this convergence.

Rough Trade

The 1970's

How did Rough Trade start?

Rough Trade began on 20th February 1976, as small record shop owned by Geoff Travis. Who was inspired by the coffee shops in America, where people performed poetry while people were drinking coffee.
He acquired  his records buying them in second hand stores and charity shops in the states. At this point he was not interested in the profitable sale, but wanted somewhere where people could enjoy and listen to music while browsing.

Which music trends were popular?

Punk and Reggae music were popular at the time.

What was the ethos of Rough trade?
They wanted to listen to music and not exploit people for money, like the larger companies.

What techniques were used to expand the independent music scene?

Instructions on how to release your own record printed on the record sleeve of 'The Desperate Bicycles', while 'Scrittie Polittie' printed their production budget on theirs to bring more people to the independent music scene.  

How did this lead to Rough Trades expansion?

They 'Do it yourself attitude' popularity began to increase, allowing Rough Trade to deliver to that minority market.

What type of business structure existed in the 1970's?

Mail order System was created in which Richard Scott was in charge of to distribute records to other record shops across the country.

Explain the successes of the distribution department and record label?

Independent labels went to rough trade to distribute their records instead of going to the major distribution companies to do it.

The 1980's


How did the contracts effect the development of Rough Trade?

Since the contracts were laid out so that they weren't copying the larger companies they so despised, they made it so that if either or both party wanted out of the deal, they could leave. So Rough trade began to lose their artists once they hit the charts.

What issues occurred between the record label and distribution?

A rift began to appear between the record label and the distribution company due to a lack of structure.

What changes did this lead to within the business structure of Rough Trade?

They hired an account, who found that they were losing quite a bit of money which causing them to sell the shop to three of the staff, causing it to become just a label.

What has been Rough Trade's ideology and how was this effected by the change in structure?

Rough Trade's ideology was that they were not going to be like the major companies, however they began to worry about hitting the charts.

Which artists led to success for Rough Trade?

Stiff Little Fingers, The Smiths

What music trend emerged at the end of the 1980's?

Indie

What differences were there at this time between Rough Trade and other independent music labels?
The created an expensive marketing campaign in 1983, to advertise The Smiths and abandoned their 50:50 deal with them.

The 1990's


What problems did Rough Trade incur at the start of the 1990's?

Financial difficulties

What effect did this have on the record label and distribution?

They began to falter, job security worry began to occur, focusing more on targets, unit sales, distribution and the need of records.

How did major record labels branch out into the independent music scene?

Started to create smaller subsidiarity companies under the major companies.

What actions were taken to revive Rough Trade?

What new music industry areas did Rough Trade begin to work in and with which artists?
Management

21st Century 


How did Rough Trade evolved in the 21st century?

The decided to revive Rough trade, by bringing the Strokes to England from America to kick start their career.

How are their working practices different to the music produced through programs such as X Factor?

They allow young artists to develop their own music style in comparison to being told what to sing and modelling round a stereotype of what the label wants them to be.

What successes have they had at this time?

Duffy, with a number one hit.

How has rough Trade's ideology developed from the company in the present day?

It still focuses on the welfare of the artists but focuses on sales and finance issues than previously.

This Afternoon- Nickelback (Directed by Nigel Dick)

In this video, a fraternity of college geeks throws a huge party to prove to the world 'that the nerd brigade knows how to rock'. Each member is then given a task, one tasked with getting lots of beer; and the other is assigned to find hot women to attend the party. Then another member arrives after having kidnapped Nickelback to play at the party; the fraternity leader then says "... Nickelback? You got me Nickelback?! ... Alright, fine, they'll do." The party then proceeds as Nickelback are forced by 2 football players, after the leader says, "Boys, get 'Em in there!" to play their song.

Genre Characteristics

• This music video displays the genre characteristics in multiple ways, through the use of performance, but also the of stereotypical factors that are associated with the rock genre.

• Another example of the characterization of the rock genre is the breaking the law or causing trouble, for this case, a police car, with offices. Therefore connoting the rule breaking nature of the rock genre.  
• It is also shown when one of the binki clad women is shown to be playing a blow up guitar with the words, 'rock and roll' written on it.

• Another characteristic of the rock genre is voyeurism of the female body and the over use of it. In this video is is particularly uses scantly clothed women to create a party atmosphere. 
• This voyeurism is quite easy going and does not take over the video, but it can be seen throughout.

Lyrics and Visuals

The relationship between the lyrics and visuals, illustrates the lyrics of the song like a story playing out, except it is being performed.

• 'And now we're hanging out this afternoon' people dancing girls turning up
• 'We got weeds in the backyard, four feet tall' Shows one of the fraternity members cutting down weeds with a strimmer. 
• 'Just sitting around, hanging out this afternoon' Shows people sitting round the pool

Influence of the record label and use of close ups

• Even with Nickelback being an established band, close ups are used especially in this video to highlight the members, and promote the bands image.

• This has been used across their videos, (especially by Nigel Dick who has worked for the band before) particularly for the lead singer of the band.

Relation between music and visuals 

• The cuts   flow with the song melody but there is more emphasis on the songs lyrics , unlike the Jay-Z video.

• There is also the frequent reference to the notion of looking, and relating back to the voyeuristic treatment of women. 
• The notion of looking makes the audience feel they have a privilege to be watching and are having a sneak peak into their lives.
• But also it makes the audience feel they are part of the crowd, and enjoying the party atmosphere  
• Unfortunately in this video I could not find any intertextual reference. However it does not mean there is any, this is why the audience feel privileged and special when they do find it.  

Nigel Dick: Music Video Director

Nigel Dick is an award winning, British born, film-maker. He has directed over 300 music videos and more than 25 documentaries & feature films. He has won 3 MTV awards, 2 Billboard Awards and 3 MVPA awards. His videos have been nominated for a further twenty- one MTV awards, twenty-six Much Music Awards, a Grammy and won one Brit Award. His many personal nominations include a Cable Ace Award.

In Nigel's career he has been responsible for directing some of the most famous music videos of all time, such as 'Sweet Child O' Mine', Welcome to the Jungle', Paradise City by Guns and Roses; 'Champagne Supernova' by Oasis, 'Believe' by Cher and 'Baby one more time' by Britney Spears.

In October 2007 two of Nigel's videos, 'Wonderwall' by Oasis and 'Baby one more time' by Britney Spears, were voted into the top 15 music videos of all time in the United Kingdom.



Over his long career Nigel has worked with an long list of artists which includes: The Backstreet Boys, Toni Braxton, Sheryl Crow, Dashboard Confessional, Def Leppard, Celine Dion, Gloria Estefan, Good Charlotte, Green Day, Enrique Iglesias, Il Divo, Elton John, Amy Lee, Ricky Martin, John Mayer, Paul McCartney, NSync, Ozzy Osbourne, R.E.M., Rod Stewart, Sting and Tina Turner.

Nigel trained as an architect before pursuing a career in the record business where he worked for an, independent label Stiff Records and corporate Polygram before starting his directing career and moving to Los Angeles and immediately started shooting his first feature, PRIVATE INVESTIGATIONS , starring Ray Sharkey and Martin Balsam.

In the mid 80's Nigel co-founded Propaganda Films. Over the next few years the company became one of the hottest commercial and video production company in town before Nigel sold his share of the company to his old bosses at Polygram.

Tribute-Tenacious D Analysis

Genre Characteristics

• Emphasis on 'rock history', 'hard rocking' spoken by Jack Black in the beginning 
• Making trouble, being escorted out by the police
• Emphasis on guitar solo in the song
• Performance shots of them playing in the booth
• The music video almost seems like a parody, picking and choosing characteristics to be used in the video but not taking it seriously.
• Topless devil guitar playing devil

Visuals and Lyrics

• The lyrics and visuals are complimentary to illustrated the story that jack black are creating
• Song represented throughout. 

Relation between the visuals and music

• cuts increase in speed as the song progresses to build.
• Visuals flashes relate to the music played/ flashes

Demand of recording label, Close ups

• close ups emphasis on jack black
• reference to looking into eyes
• reference to watching out side/ like the story is in their head and their in their own little world 

Intertextuality

• Ben Stiller, another comedian is shown to be walking though towards the end
• The song it's self is also a reference to their film 
• Dave Grohl a member of Foo Fighters and ex drummer from Nirvana and Scream, as the devil

Jay-Z 99 problems Analysis

Genre Characteristics

• urban setting-Brooklyn-'Jay-Z's Hood' drawn attention to the fact it's on Jay-Z hoodie
• Represents gangster life style-cursing in cars, dog fights loitering on streets, pulled over by police, basketball, guns, street dancing/free style, criminality/money
• Scantily clad 'sexy' women- cheap looking, gold bikinis
• Jails scenes-all inmates are black
• Stereotypical race representation- white guys in suit, policeman is white, black people are jail birds/on streets
• Goes against convention of representation of wealth- lacking fancy cars, clothes, bling, women
• Shooting at the end-reflects image of cool gangster image

Relationship between lyrics and visuals

• From the 'hood' - Jay-z pulls hood down
• 'Radio' image of radio
• 'bitch' image of women
• 'Jay-Z' image of himself
• 'Fast-forward' moves his hands along to demonstrate
• 'Paparazzi'- camera flash image of criminals identity shots
• overall images illustrate lyrics-sometimes literal or subtle way, theme of song= problems Jay-Z has 

Relation between music and visuals 

• Video is cut in time with the beat of the song
• Music hard hitting, aggressive sounding with an emphasis on beat rather than melody-visuals are so harsh looking and edits are fast paced an emphasis on this aggression

Influence of the record label  and use of close ups

• Lots of shots of Jay-Z- not all close ups but there are some
• Close ups of other men as well- aggressive looking
• shots of women are long shots/mid shots- because they're not important
• Less emphasis on Jay-Z on his own as he is already an established artists and doesn't need as much exposer
• Jay-Z has his own recording label as well as being part of Island deaf Jam- quite independent, evidence of less control by the label in this video than might expect from a mainstream/major label

Reference to notion of looking/voyeurism

• Jay-Z  puts his hand over the camera so that is seems as though the audience are looking through his fingers
• X-ray vision shot of the money in the boot
• Scopopille treatment of women in quite uncomfortable to watch- seems unnecessary
• Early establishing shots are almost point-of-view, creating the impression that the audience is looking round the hood

No intertextual references could be seen.
  

Andrew Goodwin

Codes and Conventions of Music Videos, Theory by Andrew Goodwin

1. Music videos demonstrate genre characteristics
2. There is a relationship between lyrics and visuals
3. There is a relationship between music and visuals (Contradict, illustrates, and amplifies)
4. The demand of record labels will include, the need for lots of close up shots of the artist and the artists may develop motifs which recur across their work
5. There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body
6. There is often intertextual reference.