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A2 Copyright letter

Wycliffe College
Stonehouse
Gloucester
GL10 2JQ

19/01/2012

Fueled By Ramen
1290 Avenue of the Americas
New York, NY 10104

Re: Wycliffe School – Music For: Media Studies Music Video Coursework

Dear Sir or Madam:
I am producing a music video for my A2 Coursework.

I understand that you are the owner of the copyright of the track “Thats what you get” by the band Paramore and I would like to ask permission to use it for my video.

Since we are on a limited budget and the video will be shown only to students and the administration of our school, we are hoping that you will allow us this use without any charge. If this is not possible, please let us know what fee would be required for this use.

Your signature below, under “confirmed by,” will indicate that you will agree to permit this use without payment of a fee. Please let us know if you have any questions concerning this license. Also would you please let us know as soon as possible if this song cannot be licensed so that artistic changes may be made in the songs to be included in the production.

You can reach us in care of Mr Brown, Wycliffe College, trevor.brown@wycliffe.co.uk

Thank you for your help with this matter and we look forward to hearing from you.

Kind regards,
Emily Blythe

Confirmed by:

LICENSOR _________________________


A2 Survey Analysis

How old are you?
under 14 5.56% (1 votes)
15 0% (0 votes)
16 5.56% (1 votes)
17 50% (9 votes)
18 38.89% (7 votes)
19 0% (0 votes)
Over 19 0% (0 votes)
Total Votes: 18

My target audience is mainly 17 and 18 year olds, this shows that my music video needs to appeal to that age group.

Favorite type of music?
Hip-hop 5.56% (1 votes)
Rock 11.11% (2 votes)
Pop 11.11% (2 votes)
Dubstep 27.78% (5 votes)
Indie 11.11% (2 votes)
Dance/techno/electronica/trance 16.67% (3 votes)
R&B 11.11% (2 votes)
Other: 5.56% (1 votes)
Total Votes: 18

The results are fairly equal but dubstep seems to be the most popular genre of music amongst my target audience, however surprisingly the outcome shows that it is equal between the music genres… this could be because this audience is prone to watching many different music channels where they have to listen to whatever is being played.

What other music genres do you like?
Pop 10.87% (5 votes)
Rock 13.04% (6 votes)
Dubstep 17.39% (8 votes)
Indie 8.7% (4 votes)
R&B 10.87% (5 votes)
Hip-hop 13.04% (6 votes)
Dance/techno/electronica/trance 15.22% (7 votes)
other 6.52% (3 votes)
Other: 4.35% (2 votes)
Total Votes: 46

The results show that my target audience are interested in a range of different music genres, this is encouraging because even though dubstep is the favored genre amongst them they are still open minded about other styles of music.

What others hobbies/interests do you have?
Sports 27.27% (12 votes)
Gaming 6.82% (3 votes)
Fashion 27.27% (12 votes)
Live gigs 18.18% (8 votes)
Festivals 15.91% (7 votes)
Musical instruments 4.55% (2 votes)
Total Votes: 44

The results show that my target audience have an assortment of interests mainly including sports, fashion and live gigs/festivals. To satisfy their liking of these interests I will include elements of them in my music video.

Do you play an instrument?
Yes 33.33% (6 votes)
No 66.67% (12 votes)
Total Votes: 18

66.67% of the people I surveyed do not play a music instrument; this suggests that I’m not necessarily required to include someone playing an instrument in my video.

Which of these technologies do you use to access music videos?
Computer/laptop 34.88% (15 votes)
Smartphone 27.91% (12 votes)
TV 32.56% (14 votes)
Other 4.65% (2 votes)
Total Votes: 43
A high percentage of my target audience own a computer or laptop, smartphone and a TV… So putting my music video on YouTube and appropriate music channels would we useful to them and also ensuring that my music video can be watched on a smartphone will allow my target audience to view the video anytime, anywhere.

Which social networking sites do you use?
Facebook 51.52% (17 votes)
Twitter 30.3% (10 votes)
MySpace 3.03% (1 votes)
Bebo 6.06% (2 votes)
None 6.06% (2 votes)
Other 3.03% (1 votes)
Total Votes: 33
Facebook and Twitter are leading social networking sites amid my target audience, this makes it clear that my music video or album should be advertised/ promoted on these sites for it to be most successful.

Where do you watch music videos?
TV 39.47% (15 votes)
Internet 36.84% (14 votes)
Phone 18.42% (7 votes)
Other 5.26% (2 votes)
Total Votes: 38
Music videos are mostly watched by my target audience on the internet and on TV so it would be wise for my music video to be shown on selected appropriate music channels and available to view on sites like YouTube and Vevo.

Which music channels do you watch?
4Music 16.22% (6 votes)
MTV 37.84% (14 votes)
Kerrang! 8.11% (3 votes)
NME 2.7% (1 vote)
Kiss 5.41% (2 votes)
Viva 18.92% (7 votes)
Other 10.81% (4 votes)
Total Votes: 37
MTV is the leading music channel amongst the people that I surveyed, this shows that it is a popular channel and it would be an obvious decision to have my music video on their playlist.

What time during the day do you watch music videos?
Morning 29.03% (9 votes)
Afternoon 12.9% (4 votes)
Evening 22.58% (7 votes)
Night 22.58% (7 votes)
Any time 12.9% (4 votes)
Total Votes: 31
Not many of my surveyed audience watch music videos in the afternoon, the majority of them watch them on an evening/night so that would be an appropriate time to have mine aired.

Do you buy magazines?
Yes 66.67% (12 votes)
No 33.33% (6 votes)
Total Votes: 18
66.67% of my surveyed audience buy magazines which suggests that advertising the bands album in a magazine would provide it with a lot of publicity.

What type of magazine?
Music 21.74% (5 votes)
Gossip 13.04% (3 votes)
Gaming 0% (0 votes)
Sports 13.04% (3 votes)
I don’t buy magazines. 26.09% (6 votes)
Other 26.09% (6 votes)
Total Votes: 23
Music magazines are the popular choice of magazine that my audience buy, this is suitable for my genre of video and album cover as it is the topic of music.

Do you buy cds or download your music?
I buy CD’s 27.78% (5 votes)
I download my music online 72.22% (13 votes)
Total Votes: 18
Download is the most popular form of music consumption so offering a free download to the magazine readers in my album advert would make sense and appeal to them to listen to the band.

Has an advert for an album influenced you to buy it or research the artist?
Yes 61.11% (11 votes)
No 38.89% (7 votes)
Total Votes: 18
A huge amount of my audience have bought an album or researched the artist after seeing the advert for the album, this illustrates that the album advert is highly important and can influence people to buy the album.

Does a positive review make you more likely to buy/listen to an album/artist?
Yes 72.22% (13 votes)
No 27.78% (5 votes)
Total Votes: 18
Positive reviews have an effect on whether the reader buys an album or listens to the artist.

Are the adverts that you’ve seen in magazines eye catching?
Yes 64.71% (11 votes)
No 35.29% (6 votes)
Total Votes: 17
Album adverts in music magazines are eye catching from what my surveyed audience have seen, this tells me that my album advert needs to be eye catching so that it is seen.

What element do you notice first when looking at adverts?
Main image 76.47% (13 votes)
Logos 11.76% (2 votes)
Text 0% (0 votes)
Colour 11.76% (2 votes)
Other 0% (0 votes)
Total Votes: 17
My audience notice the main image first when they look at album adverts so in order to keep their attention my main image has to be interesting.

Do you upload your own videos to YouTube or Facebook?
Yes 0% (0 votes)
No 100% (16 votes)
Total Votes: 16
100% of my target audience don’t upload their own videos onto the internet.

Do you expect your music videos to have live performance and narrative?
Yes 37.5% (6 votes)
No 25% (4 votes)
It doesn’t matter 37.5% (6 votes)
Total Votes: 16
My target audience have different views on whether a music video should have live performance and narrative, equal amounts of them say it is important but also that it doesn’t matter. This gives me a choice of what my music video should include.

Do you prefer it when the artist is playing an instrument in the video?
Yes 31.25% (5 votes)
No 68.75% (11 votes)
Total Votes: 16
Most of my audience prefer it when the artist doesn’t play a musical instrument in the video, but the genre of music also affects what the artist does in the video.

Would you rather see the artist or graphic design on the front cover of the cd?
The artist 62.5% (10 votes)
Graphic design 37.5% (6 votes)
Total Votes: 16
People would rather see the artist on the front cover of the album instead of a graphical image.

Are you affected in any way by the clothing style of your favorite artist and their hair styles?
Yes, all the time 12.5% (2 votes)
Sometimes 81.25% (13 votes)
No, never 6.25% (1 votes)
Total Votes: 16
My target audience admit that sometimes they are influenced by their favorite artist with the clothes that they wear and their hair styles so image is an important element in my video.

Is it important to have live gig dates on the adverts?
Yes 50% (8 votes)
No 50% (8 votes)
Total Votes: 16
Having live gig dates on the advert is equally split amongst my target audience as being important so from the results that I have gathered I can decide whether to put live gig dates on the advert or not.

If there was a promotion on the advert would that make you more inclined to visit website or research for the artist?
Yes 64.29% (9 votes)
No 35.71% (5 votes)
Total Votes: 14
A higher percentage of my target audience would be more inclined to visit a website if the advert offered a promotional feature, so it would appeal to them if I included this in my album advert.


A2 Music Video Moodboard


A2 Music Video pre-production PollDaddy


A2 CD Advert Deconstruction

The advert for Blink 182’s album titled ‘Neighborhoods’ was featured in Kerrang! magazine in early September 2011; which is their latest album since they announced indefinite hiatus in 2005. The album is something that fans will be eager to buy and excited for its release, and others will be surprised about their reformation.

Overall design
The overall graphical theme of the advert is very simplistic with components of eastern European influences in the design of the font. The image featured in the advert is of the bands album ‘Neighborhoods’ and the graphical design on the album is in the style of Russian geometrical artwork. The album cover is the only image used on the advert, this shows the reader what they should be looking for if they go to buy it, and as it has an extremely intricate design it will look more
exciting on a larger scale.

The advert appeals to the target audience through the colour pallet used consisting of black and white. This suggests that the band being presented is from the punk rock genre and it clearly displays to their designated audience that they could be interested in the album and the band. Also the image of the album cover and the name of the band is in a massive font which is something that the target audience will instantly see. The style of the album cover is a doodle design, which reflects the target audience who will mainly consist of teenagers and young adults. It will appeal to this audience because it is interesting and unique.

This magazine advert obviously places the band in the rock genre; which is apparent through the conventions of colours, fonts and the symbolism used within the design. It illustrates that the band are young spirited and don’t take things to seriously through the intentions of their marketing for their album.

The advert doesn’t display any implications of the bands ethos as there isn’t enough detail included to significantly demonstrate the bands attitudes or beliefs.

The advert mixes elements of complex and simple imagery because although no photographs are used the design of the album cover is very intricate. The colours used in the advert are simple black and white which add a mature influence to the band and album. The design on the album cover is a line drawing of a city from a bird’s eye view, this adds detail to the advert and the buildings shape spells out the band’s name which creates an elaborate image. The background is plain black which makes the image of the album stand out, and in turn makes the text more visible and bold because black and white are such contrasting colours.

The most obvious and noticeable element of the album advert is the actual image of the album cover. This is because there is such a large contrast between this and the background it stands out so much, on top of this the album cover is the most detailed element featured on the page forcing the reader’s eye to focus on it. Then once this has been noticed the text underneath the cover is the detected, this informs the reader of the albums name, the band who’s album it is and the release date. Then the least obvious thing on the advert is the bands distinguishable logo, the bands website and other logos of companies associated with the band.

Text
Visible text on the advert includes:
The name of the album: Neighborhoods
The band name: Blink 182
Release date: 26th September 2011
The band website: www.blink182.com

The font and colour of the text has only been affected the meaning to the target audience by
its implications of the punk rock style of music genre, through this the band is reflected as being a punk rock band and the taget audience can recognise this.

The text has been aligned in a central order so that the reader’s eye is drawn straight to it. The most obvious text on the advert is the band name on the album cover, this immediately communicates to the audience who is being advertised. The largest text is considered the most important and your attention is drawn to it, and the most important information is biggest. I think that this forces the audience to read the ‘most important’ information first.

Band branding
There is more than one logo featured in the advert; the most important one to consider, is the one that represents the band (the white smiley face in the circle with arrows on it). This is important to the advert, because it is an established and vastly distinguishable symbol for the band, because it was featured on a previous album cover, and it has developed into something fans recognise the band for now.

The other logo that are featured on the advert is symbols for record companies that Blink 182 work with, which is also well recognized, this is often done so that the companies get publicity at the same time as the band are, but also to demonstrate that they own the rights to the band and their music.

Graphics and photography
The only imagery used in this album advert is the actual album cover which is purely graphical. No photographs are used at all in this advert which retains all of the attention in the advert, as it boldly stands out.

The bands album cover is a graphical image of buildings from a high angle, the shape of the buildings spell out the band’s name and the inclusion of actual buildings in the artwork compliments the albums name of ‘Neighborhoods’ as it is a precise translation.

The only colours that are used in the advert is black and white, this creates an implication that the bands musical style has matured in this album, which fans will understand because this is their first album since they reformed.


A2 CD Cover Deconstruction- There Is A Hell Believe Me I’ve Seen It, There Is A Heaven Let’s Keep It A Secret

Overall Design
The overall visual theme of the album cover is about good and evil, light and dark, harmony and chaos, heaven and hell. There is also a less obvious theme of medieval fantasy reflected through the props used in the image. As the target audience we are supposed to feel a little bit confused about the cover, it is intriguing to look at as there is a clear opposite in the image. The dark left side of the cover creates a disgusting element to the album that is intended to frighten the audience but also excite them and reflect the style of the music which is metalcore/deathcore. The good right side of the cover reassures the audience’s fears and it also suggests that in this album there is a lighter side to the music.

The cover appeals to the target audience because it is unusual. Amongst other album covers it would stand out; similar to how the target audience would stand out amongst a crowd. The aggression in the cover will appeal to them because that is what is associated with the bands type of music, but the elements of harmony might also appeal to their other musical tastes that Bring Me The Horizon have incorporated into their music.

The album cover reflects the band through the attention-grabbing image on it. They are a band that is very noticeable in how they look and this is imitated in the album cover. It also reflects their musical style through the genre of music which is heavily influencing the cover in the left side of it, the gory, dirty, brutal graphics echo the style of music that the band create and this is clearly identified by the album.

The cover does reflect the ethos of the band because it is a visual version of their music; they are displaying the darkness of their music and the craziness of their attitude. The cover is showing good and evil which is what they sing about in their songs and they talk about the violent aspects of themes in their music.

The image on the album cover is an artistic comment of the band, it has been manipulated in Photoshop to add a fantasy element to the design work… The cover is promoting the bands image as it is in synchronized with their ethos and their music.

Text
On the album cover there is no text; the band are evidently confident enough to not have any text and know that they have a big established fan base whom will recognise the cover.

Band branding
The band hasn’t been represented through a logo design on their album because there is no text included to be extracted individually as a logo. This has been achieved through the style of the cover nevertheless, which represents the band via the medieval fantasy elements of their design that is enormously distinguishable amongst other bands or artists.

The album name ‘There is a hell believe me I’ve seen it, there is a heaven let’s keep it a secret’ is replicated in the imagery on the cover as it emphasizes the good and evil separation in the design of the album. The bands ethos is also imitated through the album name as it is quite elaborate and the band are known for being relatively extravagant in their style. 

Graphics & Photography
The graphics on the album cover are incorporated into an existing image; a male wearing a black cloak and gold mask, holding an antique knife and the image of a female wearing a white cloak and the same gold mask, holding an old-fashioned set of keys. The graphics on the male are gory wounds, dirt and black blood. On the female side it seems as though she has been airbrushed to exaggerate how immaculate she is in contrast to the filthy male.

The effects that appear to have been used are that on the torso of the people a renaissance painting style is subtly visible, however on both of the arms it seems like an ordinary standard modern image. There looks to be a slight increase in contrast in the photograph as well. The black and white colours used in the albums cover reiterate the original indication of good and evil/heaven and hell. The inclusion of gold on the mask, blade and set of keys adds a regal impression to the album and reinforces the idea of fantasy. The dull colour of the wounds softens the horror of them, it appears as if the abrasions are not excruciating.

The photography on the album cover is of a male and a female that have been attached together down the middle but they share the same identical gold mask, this appears to make them become one single person. The style of the photograph is a standard mid-shot of this coupled person. The effect that the photography has on the target audience is they can identify that this is a person in the image; it is a visual metaphor that everyone has different sides to them; good and evil. This reflects on the artists image because it is usual for them to have intricate concepts for their album artwork, music videos, merchandise, stage sets, music etc.

There is an extra graphical feature of a giant key hole on the subjects chest, this relates to the set of keys that the female is holding and it suggests that she is wearing white, a sign of goodness, and that she has the ability to either release the evil persons soul and free them or protect others from evil by keeping it locked away.

The photography and design on the album is inspired by the name of the album.

The pose of the person on the album is simply looking forward and standing straight facing the camera, there is no facial motivation as they are wearing a mask; this could be to eliminate an indication of emotion in the subject. The mise-en-scene in the imagery is the mask, the blade and the set of keys; all of these reinforce the fantasy element integrated in the theme of the albums artwork.