PLANNING- MUSIC VIDEO BRIEF

I have chosen to go along with the music video brief, oppose to the other 14 briefs which involve film trailers and radio. The music video brief involves: 
- A music promo video;
- A digipak for the albums release;
- A magazine advertisement for the digipak. 

After going through a whole range of different ideas of songs such as 'Better Together- Jack Johnson' and 'Spanish Sahara- Foals' my group and I were inspired to peruse the idea of creating a music video. 

I was keen to create a music video long before I knew what the actual brief was. I have previously made a music in my earlier media years, and from this I have the general knowledge to how it works and the processes in which us as a group have to go through.   

This is a previous music video I made, and from this I have gained experience and the set of skills that would help nicely while working through this music video brief. 

RESEARCH- DIRECTORS CUT

 CLICK HERE TO SEE MY YUDU ON DIRECTORS CUT

This is a quick easy way in which you can see my research on some well known music videos, created by well known artists. From this it gave me knowledge of a variety of different videos and the differing elements and conventions that make them stand out and attract their target audiences. 

RESEARCH- AUDIENCE PROFILE

This is my audience profile. This profile represents the target audience for this band and genre. The band genre 'Fij' is pop/indie/elctro. From this this audience profile best represents what the target audience I am aiming for and the things they like and from this interweave these ideas into my video to attract this style of audience. 

RESEARCH- MORAL PANICS

 

Many titles currently on sale but exempt from certification contain violent, distressing and sexually explicit scenes. Many of which origin from heavy metal bands, such as 'Slipknot'.

Girls cheerfully show off their gruesome tribute to heavy metal band Slipknot, Stanley-knifed into their arms or belly. A Belgian army officer demonstrates the most effective way to kill someone with a knife. A Pussycat Doll trainer encourages youngsters working out to take off their clothes.

They are of differing seriousness, but all those scenes can be seen in videos that are freely available to buy on the high street or Amazon by anyone of any age, none of which have gone through any classification.

"The great majority of exempt video works are fine," said the BBFC's head of policy, David Austin. "They are not going to harm anyone, but there are a significant number of titles that are potentially harmful to children.

We know from our postbag that parents are concerned about exempt videos. Usually they write and say, 'Why did you give this video an E classification?' The answer is we didn't as it never came to us – it would not have gone to anyone."

The BBFC estimates that around 200 videos might be caught by a change in the law.

Austin showed the Guardian examples of videos that have claimed exemption but would have been classified. They range in seriousness. One of the more shocking is a documentary about the American heavy metal band Slipknot "which, actually my son bought when he was 10 and I confiscated", said Austin. "He's waiting till he's older to get it back."

 

Slipknot is renowned for its explicit publicity and extreme style of music. Mark Brown further stated the CD 'shows one fan who has carved the word Slipknot in to her forearm and another who has done the same in her belly, to which someone is seen pointing in admiration.'

A music video by the Norwegian black metal band Gorgoroth, which was rated X in Germany but is unrated in the UK, shows topless women being crucified with blood running down their breasts

 Through researching moral panics I now realise that having a small impact on your target audince adds publicty to the song and band and could be seen as the 'key to success'. For instance Madonna showing her private body parts. But from this it adds to awareness and therefore success.   

RESEARCH- MUSIC TRENDS

Young stars such Carly Rae Jepson and One Direction have been at large in the recents couple of years, and are now play a key role in the music industry.

- The music they produce is aimed towards the youn teenagers. The lyrics and subject matter of their songs often are about love and relationships and tend to be simplistic. Pop music is popular today since the beats of the music often encourage dancing which is reflected in the upbeat and choreographed music videos.
 
- The music videos in relation to the song consist of extremly high priced camera work with the combination of high quality editing. There is faced paced editing, which is in time with the 'beat' and a easy to follow narrative for their younger audience.

RESEARCH- STARDOM

 

The star image is a figure seen by the public through the use of music videos, but notably their music on their own. In the music industry, only one in ten people who are signed to a record and making music actually make any money from it, this is partly due to the star image not being big enough for the rest of people. However with the small amount of people who become popular with their music and star image, it is important to present them well and follow a meta-narrative of the path they wish to be portrayed as. With music videos, it is possible to alter a star’s image from being something crude, to being a public figure people inspire to be like. Through a star’s music videos, the stories that they tell can develop the person they are and change their meta-narrative – One example of an artist who uses music videos to change his public perception over the years is Eminem, who started off as what was seen as a gang member rapper, but then later was shown to be a caring father who sings for a passion and believes in what he sings for.

RESEARCH- MUSIC TV CHANNELS

Music television is a type of television programming which focuses predominantly on playing music videos from bands, usually on dedicated television channels broadcasting on satellite or cable. Music TVs may host their own shows charts, award prizes.

 Examples are VIVA, Scuzz, MTV, JBTV, MuchMusic, Kerrang TV, erm, VH1, Fuse TV, and Palladia Wigan Pier.

Case study: VIVA

VIVA a free-to-air German language based music television channel went first on the air on 1. December 1993. A consortium of broadcasters and record companies led by Time Warner, Sony Television, Polygram Records and EMI Music, but notably excluding the German based Bertelsmann Music Group, saw their investment in VIVA as an antidote to the "vain posturing power of MTV Networks executives" according to Germany's Süddeutsche Zeitung. Executives at US media giant Time Warner, keen on increasing their market share of its music repertoire and business in Germany, planned the new TV station in 1992. Eventually they recruited DoRo Productions, producers of music videos for notable acts such as Queen, The Rolling Stones, David Bowie, in the design of the music channel. VIVA became an immediate success with the audience, while ultimately providing German artists with a music channel that could help expose their music to the German audience. After many years of fierce competition for audience share, MTV Networks Europe eventually acquired VIVA on 14. January 2005 after it had outran its own efforts for better ratings. MTV today operates VIVA channels across Europe, in Germany, Austria, Switzerland, Poland, Hungary, the United Kingdom and Republic of Ireland.