30 October 2010

Hurtwood House Music Videos

Have a look at other students' work and discuss in your group what works well and not so well. You should select 2 or 3 as a group that you think might inspire your own work in any way and embed the relevant clips.
Or try this link and scroll down a bit (some have 1000 + views)


We need to see more planning on your blogs...
Too many gaps - record: 4 weeks without an update... not good.
Evangelia, is your blog up yet? We need a url.

26 October 2010

Great album covers - Have a look!

100 obscure and remarkable album covers
35 beautiful music album covers (and some links to Photoshop tutorials on the side)

Example of ancillary tasks - Level 4

Have a look at this group's work on ancillary tasks. They achieved level 4.

The magazine advert:

Here is their 6-frame digipack:

21 October 2010

Pete Fraser's advice - A2 Music Video

Here is the post from Pete Fraser's blog mentioned today at the conference. I told you to try and do an animatic...

Pete Fraser's post on A2 Music Video

Lindy Heymann

Here is the video mentioned at today's conference - Suede's Attitude.

This is 'The Making of Said It All' by Take That, the video which we watched today. Look at the research they've done!

Here is the link to Faithless' Insomnia.
And here is her videography on mvdBase.com though not quite up to date.

16 October 2010

Preparing for the Media Conference

Please click on this link to take you to the post on the Gateway. There are a few things to look at ahead of the day. A little preparation will enhance your understanding of the topics covered.

Preparing for the Media Conference
Maps and details from there.

12 October 2010

Marketing a Star - website

Below is a student's research based on Katy Perry's website (minus the pictures). This is to provide you with a model for the fans/marketting task set last week.

The first thing when we see on Katy Perry's website is a banner with artwork from her album Teenage Dream, which features on the front cover of the CD. Katy Perry's name and the album title is in a candy font, which relates to the first single from the album California Girls which was inspired by Charlie and the Chocolate Factory and the game Candy Land. The fun theme runs through the site, with pink and blue colours.

BRAND IDENTITY & TARGET AUDIENCE: Katy's image is very sexualised through all her work, appealing to both men and women as she is a female singer. She markets to a worldwide audience as she is a mainstream popstar, who frequently appears in the charts and on radio. As we are in the UK, the wesbite automatically loads in a British format, but there are other options available for lots of other countries, allowing a wide audience to buy into Katy and her music.

APPEAL TO AUDIENCE: The website works in synergy with other sites like Facebook, YouTube, Twitter etc which shows the technological convergence which allows the site to broadcast to many people. Katy has a live twitter feed which shows her tweets and other people that have mentioned her. Most celebrities use Twitter now, which allows fans to follow their every move and even interact with them.
The website is very fan based, with links to watch parodies that fans have made. This benefits the fans and Katy, as both are working symbiotically as people can view fans interpretations of her work.

STRATEGIES TO BUY INTO ARTIST: There are many ways to buy into Katy Perry, the main one being to buy her latest album Teenage Dream, with 'available now' and 'available everywhere now,' repeated all over the place.

The audience can buy ringtones, visit the store to buy merchandise, view tour dates and buy tickets for live performances. There are links to specific songs and some are from her EPs and previous album, which shows that the website is allowing the audience many options. Again, there is an appeal to an international audience with a UK and US store.

INSTITUTIONS: The record company behind the website and Katy's new album is capitol records, who are featured at the bottom of the page. Katy's website doesn't advertise for other institutions like clothes shops, which perhaps shows that she doesn't need the extra money from advertising as she is so successful or perhaps that she wants the fans to focus on her instead of other things. There are photos of the artist, videos, songs and many other things to appeal to the audience as they have visited the site for her and not anything else.

Hope this helps and inspires you.

CD Cover analysis, planning and Digipack templates

Following the lesson on CD covers' conventions and the sheet distributed to help you deconstruct CD Covers, you now need to do your own research and planning.

1. Analyse CD covers (front, back, inside pages) using the guidance notes and the models. Focus on CD covers that you feel inspired by or would like to emulate.
See student's example here. And here.

2. Develop your own ideas for the CD cover of your chosen track and prepare a presentation to be given in class in the 2nd week after half-term.

3. Design your rough pack, then, after audience research and feedback, prepare your final version. Templates for CD digipacks can be downloaded here.
See a student's work here.

Have fun!

11 October 2010

Transforming Komal

Post your work, based on the class activity, on your individual blog. Aim to show what you've learnt in the process!

How will you apply that to your own artist?
What is you artist's name?
What's your marketting strategy?

10 October 2010

Home Learning - Research and Planning

You should be in the midst of research and planning, particularly focusing on your treatment and storyboard, locations and costumes etc. As ever, illustrate with lots of screengrabs or clips. Take pictures to show progress, thinking, make up and costumes, props and locations. Start taking pictures of or scanning storyboard frames (particularly effective if compared to existing shots from videos).

Use the sheet with two sides (Goodwin / Vernallis) to plot your ideas / treatment against the different items listed there. You will do this again later with the finished product.

Do remember your Pitch feedback and Audience Research. Refer to work set in class.

Two of the Required Reading extracts carried questions - these should be completed and the answers posted on your blog before half-term.

Please keep referring to your Assessment pack and plot your progress where indicated; also keep referring to the Criteria. We will have a look at your Assessment packs on Tuesday and parents / guardians must countersign at least once before half-term.

Record Labels Research anyone?

Please catch up. Maybe focus on specific labels looking at the kind of artists they represent. Contrast two or more. Finally, link that to your own track - who is likely to sign your act etc.?

3 October 2010

The Media Conference - AS and A2

Please see post on main Gateway blog and copy of letter. Bring payment and EV7 as soon as possible.

1 October 2010

Due in on 5.10.10

- Pitch (see post below)
- Music industry research started last week
- Bring your favourite CD cover(s)!

Transforming Komal...

Remember that you have been assigned an area to research in order to launch our very own Komal straight to fame; have this ready for next Thursday!

H/L: Extending the work done on star-text and star evolution - Fans and Marketing

You have been studying the changing image of the band/artist as it has developed over time. Now investigate the following questions (keep the same artist). It will help you follow the same process for your own artist / band.

1. Who are the fans? Do you have any sense of how the music companies have segmented the audiences? To what extent has the branding of the artist / band been linked to target audience?
2. What marketing strategies can you identify? What kinds of strategies can you list?(any unexpected promo stunts?). List any examples of the use of synergy with other industries to promote other media/products in connection with the band/artist.
You could compare and contrast these strategies to those used to market a different artist.
3. Add any relevant links to your blog, especially Myspace page/ music video channels/artists' official websites etc.

Preparing the Pitch

Next Tuesday you will pitch your ideas to the class for feedback.

You need to have done several things before then. Firstly, agree and post the following as soon as possible if not already done:
1 who the band/ artist are, their name, their image/ identity
2 an outline treatment for your early visual ideas
3 Detail on the target audience – see last week's task and use some of the audience reseach methods mentioned in class (use Web 2.0 for instance)

Next week, you will need to present the following:

1. The track itself
2. What you know about the track, and the original band/artist
3. The genre of the music and the signifiers of this (within the music and/or linked to the artist)
4. The target audience you intend to appeal to
5. Your treatment for the video which should include visual references (stills and video)
6. Your treatment should give a strong sense of the overall style, mise-en-scene, mood and theme of your idea.
7. You should be able to discuss your treatment in terms of Goodwin's points (and
if you can, try to reference Vernallis' ideas)

Aim for 6-10 minutes. Use your blog for your visual aids, BUT your treatment should be printed in colour as a handout. Be prepared to answer questions, discuss feedback, note it down and adapt your treatment for Thursday's lesson.

Project Stages - Are you on the right track for a level 4?

Use the list below to help you see whereabouts you are on your way to a successful Advanced Portfolio.

Stage 1: Individual research tasks, including
- research for potential tracks and comments ... Final choice +reasons
- research into similar products (artists and record labels, album covers, artists websites, music videos)
- exploration and analysis of the forms and conventions of similar products
- target audience research

Stage 2: Group or Individual research and planning - the focus by this stage should be specifically on the choices you are making with your track including:
- the style of artist you are intending to work with
- the type of music video and other materials you are planning to produce
- the genre of music you are intending to work with
- the audience you are planning to target (demographics, tastes and habits, pleasures, other music/media consumption etc). Think about all the ways to conduct Audience Research discussed in class (and remember it is usually an area of weakness for many students)
- the actual track you have selected - genre, tempo etc...
- your ideas for branding your artist or band
- your ideas for mise-en-scene, location, special fx, costume, actors etc

Stage 3: Group or Individual Pre-production - your plans and ideas must be firmed up. - - Pitch
- Treatment, storyboards, photographs, shot list, a shoot schedule, emails sent / received etc.
- Search for locations and recce shots
- Test shots and comments
- ideas dor costumes, props etc and pictures of all this.
- list of (who? what? where?)
And anything else to lead to a smooth shoot. Take pictures along the way (kind of behind the scene...)

Stage 4: Group Production/post-production:
- shoot and edit music video,
- shoot publicity stills, (make sure you do a photo shoot of the artist / band on the day of the shoot; you might need it for the album cover or the website)
- design album cover,
- designadvert/website

Stage 5: Individual Follow-up work.
- Audience feedback at several stages, including after pitch
- Evaluation activities.

Note that some of your evaluation answers can be posted at any time during the project. You can add to your responses as you go along (alonside other stages) which could be a much more effective way of tackling your evaluation than leaving it until the end of the project. Particularly look at Audience Research and Audience Feedback.

Your Assessment booklet contains all the evaluation tasks as well as examples.