Costume ideas

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Above is a collage of the potential outfit combinations i will use in the music video incoportating genre characteristics of rap, such as baggy jeans, flat caps, big face watches, showing wealth and urban style sense. I may choose to add to this collection of outfits, by including some jewlerry to add extra emphasis on wealth. I have used vibrant colours to make the artist stand out and attract an audiences attentions. I have also specifically incoporated the colours black, white and red to create a brand identity which i will also include in my cd covers and magazine adverts as house colours.

Lyrics Annotation linked to Goodwins Principles

The image above shows how i aim to include Goodwins principles with my lyrics, the lyrics which relate to Goodwins principles will be incoporated in my music video, there are different principles linked to the lyrics to a variation. The benifit of this is that i include all the relevant effects to the music video, so it can clearly be distiguished as a rap music video.

Album Cover Research

Album analysis

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Choosing The Artist

I have chosen to use myself to be the artist, as i am very keen on music and would like to create a music video for one of my music tracks. My artist name is Fresha and the track that i will be using is called Freestyle. As the artist is myself I have not got into contact with other artists, due to being extremely excited to make a music video for my own material. If however i was not creating a video for myself i would have chosen an artist through myspace, with a niche appeal such as a unique voice or a distinct image motif which makes them stand out from other artist. I would of made it essential that the artist i would of chosen to be producing music in the genres: Rap, HipHop and R&B.

Magazine Advertising

Adverts

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Branding - Lil Wayne

Lil Wayne is a successful artist known for his unique rapping style and voice. He is referred to by two different names 'Lil Wayne' & 'Weezy' but still maintains a high brand identity. With over 30 million Facebook friends it is clear that he is a well known artist and has used branding to its advantages to gain so much publicity.

First of all, the artist used his tracks through his lyrics to set a brand identity, by introducing himself in the track 'Weezy F Baby' this occurs in predominantly all his tracks. The impact this has on the audience is that his unique voice in his music is linked to his name, so when someone puts on one of Lil Wayne's tracks and recognize the unique voice they will link it with the artists name 'Weezy' as it is a constant name used throughout his material.

Another method used by Lil Wayne to establish his brand identity is the exploitation of the online revolution, This was extremely necessary measurement taken by Lil Wayne whilst he was in jail, to keep his audience upto date and occupied with the his life. Whilst in Jail the artist created his own website called 'Weezy thankx you', this website offered a range of different services including; behind the scenes recording, which has close-ups of Lil Wayne, which invokes the audience to remember his face and be able to recognize it anywhere. Also available on the website for downloading is desktop backgrounds which have images of Lil Wayne with his name creating a brand identity, as the audience will remember his face and link it to his name, so when they hear someone speaking about Lil wayne, their initially thought would be link the name to the picture of the artist thats on their computer desktop.

Facebook has also had a continued effect on the brand identity of Lil wayne, allowing fans to get as close as they can to Lil Waynes life, the impact this has is that millions of the artists fans look at his images and link it to his name, so wherever an image of the artist or his name appears, the audience know who its linked to. The fact that Lil Wayne has a distinct voice, look and style, helps emphasize and expand the reach of his brand identity to the fans and audience.

Consistency is also another factor which has established a brand identity, The idea that Lil Wayne has released 9 solo studio albums, 5 collaborative albums, and 11 mix-tapes, proves to the audience he is consistent in producing material, so his name is always heard in regards to mainstream music. Also if the audience like Weezys albums and believe the material is good, they are more likely to prefer to purchase Lil Waynes new album instead of a different artist because they know from experience that Lil Waynes material is consistent and so the new album would follow the same path.

Finally other business ventures such as branded clothing has helped Lil Wayne establish his brand identity, by selling clothes with his image on them, so that when the audience see the image of him they will link it to the artists name. Also the benefit with this venture is that it also works as a form of publicity, as the fans will wear the clothing when out, so others members of the public will see the image and may consider looking up the artist, helping expand Lil Waynes customer base.

With this artist I explored the nature in which the artist establishes himself to the global market. I explored how he uses different promotional techniques to help get across his brand identity as i have explained above. He refers to him part of a large well know group called Young Money, which is a record lable that appears as a logo with material assosiated with the artist, this too is a image motif for the artist.

Having a 'niche'

A niche is a characteristic which defines one artist from another, Its is essential in todays generation with the expansion of the online revolution, that artist can define themselves as unique to another artists

Lil Wayne, this artist has his own niche appeal, this is down to his unique voice, which is deep and sounds slightly 'croacky' and how he mixes genres in his material, linking rap with rock. This seems like an unusual combination but as Lil Wayne has shown it can be successful if implimented well. Also his image motif includes wearing bright coloured jeans, tight t-shirts with a waist coasts, which is unique to any other artist in the market. Lil waynes tattoos on his face of tear drops and fear of god, add another difference as they have deep meaning behind them from his past, which some keen fans would have researched.




It is evident that if an artist cannot establish their own brand identity, they will struggle to be successful in the mainstream industry as the number of artists trying to impose themselves in the market is ever growing, this has made it difficult for labels to sign talented artist with niche appeal because of the long selective process that needs to take place, so it is esstential that artist make sure they stand out.

Britney Spears Class Remake

For our preliminary task, the class was set the task to recreate the video to Britney Spears song. This was quiet an amusing task seeing as in a section of it, i was given the role of Britney myself, which was extremely embarrassing but compensated by how halirous the task was.

How did the preliminary task go?

I believe considering the class had very little knowledge of how to create such videos and linking it to Goodwins principles, the task was a success. Looking at the footage it is clear there is relationship between visuals and music with use of fast cut montage and also use of lip syncing, which i thought was impressive seeing as all this was new to us students.

How do i move forward?

I think this preliminary task has given me an insight into what to expect from this coursework and has made me realize there is a lot of small details which pull together to create a proffesional music video. I hope to further develop my restricted skills with editing and also aim to get a better understanding of how the music industry works.

The Online Revolution

The online revolution has had a huge impact in how we as an audience interact with artist and their material. It has in simple terms made engaging with the artist music material a lot more easy and open to the whole world of people connected through networks. The benefit of this for the Artist is that it has extended their reach the a mass population without a costly price to pay as they can freely upload music onto sites such as Youtube and Myspace to establish their own unique (niche) identity. The only downside is that, there are so many thousands of artists now taking advantage of this free advertising and promotional services that it has made it extremely difficult to be seen by labels looking to sign artists, however if an artist builds a sustainable fan base then labels do look into the artist profile.






Elvis Presley an American Singer of the 1950's, was an artist which had to use the tradition method to establish his identity. He started singing from a very early age and was known to have talent at the age of 10 in school. He officially started his career by recording his first track at Sun Records Memphis Tennessee in 1953 for his mothers Birthday. This Track was broadcast across on the radio and from there demand for his track increased and after 6 months he was signed by Sam Phillips of Sun Records.

A band which have been particularly successful with The online revolution is Artic Monkeys,they came together and established a band in the year 2002. This meant they were able to take advantage of the site Myspace, which has the option to upload music and other material. This gave the the publicity and promotion they required for them to establish their identity in the music world. The advantages of this site allowed them to build a fan base without the requirement of a label and all this was done without them having to spend a penny,this meant that they could comfortably compete against artists who were signed to a label.

Target Audience of The Game

Jayceon Terrell Taylor more commonly know as The game an American rapper from LA, a part of the G unit team is an artist which aims to revive the West coast hip hop scene, this give an implication that he is possibly aiming at a particular audience who listen to hiphop music from the west coast. It is clear that he is not aiming his music at a mass target audience, even though his sale implicate otherwise. He's deep meaningful lyrics about his life, expressing gun wars, drug trafficking and living in area's with gang violence implicate he's music is aimed at an audience with similar backrounds. He often speaks about the gang war between creps and blood, which only people who have knowledge of this subject or experienced this violent war would understand, therfore having a niche appeal. Alot of The games music is narrative and links in with Andrew Goodwins principle.

However like Eminem, The game has extended his reach to a mass audience by linking up with other artist such as members of G unit and Chris Brown who is more of a pop artist aimed at both females and males in the age group between 12-25. The game ft Chris Brown - Pot of Gold (http://www.youtube.com/watch?v=6xaO1rGEQ50)

Target Audience for Eminem

The target audience for an rap artist such as Eminem, with his comical and conflicting real life lyric would implicate that he is aiming at a mass audience of predominantly young male teens in the age range of 15 to 25. I believe this to be the case because he seems to open his world out to the audience, aiming for them to understand and appreciate he's struggles of life, as if they may have been through similar struggles,this is his unique selling point or niche. However seeing as he has made tracks with other artist this may have extended his reach to even females, An example of a track which implicates this is 'Love the way you lie' which features Riahanna
(http://www.youtube.com/watch?v=uelHwf8o7_U&ob=av3e).

He is signed by Dr. Dre a well known artist and label director, who has helped Eminem establish his identity as well as other artists such as snoop dogg who has millions of fans across the world implicating that eminem in following the same path.

Andrew Goodwins 6 Principles on Music Videos

Goodwin's Theory Linked to Rap and R&B

Introduction

The purpose of this blog is to research, plan, create and evaluate my own Music Video and as apart of the digipak will include a CD cover and back for my music video, also a magazine advertisement for advertising my material.

For me to define the term music video, we would have to look into its purpose of it, which includes marketing and promoting and accompanying a music track. A music video is usually the size of a music track with the odd occasion of it being longer for example in a narrative video (which i will further explain in this blog). A music video incorporates ideas and values of an artist, this gives a visual understanding of what the artist is speaking about, also usually the video has the artist themselves starring, having a more personal impact on the audience as they can visually see the artist and his body and facial expressions accompanying hear the artist which has an added value to the track.

A music video is beneficial to the artist as it can essential help advertise and promote material of the artist or label to the public, using sites like Myspace or Youtube or alternatively through the TV using programs like MTV or 4 music. The other impact of a music video includes marketing other products, for example advancing of fashion including clothing designs, architectural designs along with technological designs such as new mobiles, watches etc. This helps increase demands in certain products by the audience an example would be recent SBTV videos on Youtube have artist wearing Ralph Lauren Clothing and I have noticed more and more people of my age group who watch these videos in my local area purchasing more and more of this clothing label.

The Three Types of Music Videos:

Narrative - This tell the audience a story an example would be Thriller by Micheal Jackson (http://www.youtube.com/watch?v=sOnqjkJTMaA&ob=av2n) This tells a story of how the artist turns into a monster and scares his girlfriend after leaving a horror movie which turns into reality.

Concept - This has a running theme throughout the video an example would be Last friday Night by Katy Perry (http://www.youtube.com/watch?v=KlyXNRrsk4A&ob=av2e) The theme of this is an American style party.

Performance - This has the artist/band performing in the video an example would be American idot by Green day (http://www.youtube.com/watch?v=VkmEZs_Kcms) They are performing in front of a live audience.