a2 media summer tasks 1, 2 & 5

7/30/2019 A2 Media Summer Tasks 1, 2 & 5

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Task One: What do you think are the major elements of an Album Marketing

Campaign (the different ways in which a band/artists identity is mediated

to an audience)? Playing small gigs or festivals e.g. Strawberry Fields Festival -Magazine advertisements in; gossip, music and film magazines - Magazine

interviews - Supporting more famous artists and bands at their concerts - TV

commercials - TV appearances e.g. Chat Shows - Free singles on iTunes - Radiointerviews - Radio plays - Band blogs - YouTube channel/videos &advertisements - Twitter account - Facebook feed - Instagram - Films -Documentaries on TV.

Where have you encountered these elements in your daily life? When in the car or listening to the radio on my phone I've heard interviews on

Radio One with band members or artists promoting their concerts or albums

Tunes provide a weekly free single by new and upcoming bands.

I have came across many music adverts on youtube, latest one being Rizzle Kicks

Roaring 20s

Most bands and artists I like are on Instagram, Twitter and Vine.I often see CD advertisements or concert posters in magazines that advertise the

bands gig or album.

There are always TV commercials for albums in between TV shows on channels

like Vevo, MTV and E4 Some shows such as; Graham Norton Show and Jonathan Ross show feature

bands or artists performing near the end, then talking to the host about their

new album or single

What factors make you like a band or artist, and therefore download their

music, buy their albums or attend their concerts? How do you decide which

band is 'cool' and which is not? -I quite like bands that appear in the top 40s most frequently, and if they aredown to earth. A good example would be Ed Sheeran, a bad example would be

Example as he is known to be very arrogant. I also like unique bands who have a

very recognizable and original sound, for example Disclosure.

Where and when do you watch music videos? Music channels when there's nothing else onor your sitting around having achat. YouTube: because I want to listen to the song, or watch the video, or

because the band are included in the advertisement.

I watch the preview to see if it's any good - When someone posts a link ontwitter


2/16

Task Two: Typical Music Video conventions: The band or artist in the music video performing - Other characters in the videocreating a narrative who don't sing - Filming of concerts - A variety of longshots, mid shots and close-ups - Jump cuts - Fading transitions - Close up forlip syncing.

Props:

Sunglasses to illustrate their fame or be a unique symbol for the star. eg. the

music video for the song Bad Romance by Lady GaGa. Where she is wearing

sunglasses made entirely out of razor blades.

Money - so that the audience can aspire to be like the artist eg. The music video

for the song straight to the bank by the artist 50 Cent. And The music video for

the song make it rain by the artists Fat Joe, R Kelly and Lil Wayne.


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Champagne to illustrate that the artist is wealthy as they can affordchampagne. The most popular brands of champagne used in hip hop music

videos include Dom Perignon, Crystal, and Mot & Chandon. Eg. The music video

for the song champagne by the artists Jim Jones, Ron Browz and Juelz Santana

and the music video for the song pursuit of happiness by the artist Kid Cudi


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Guns - to make the artist seem powerful eg. The music video for the song DOA

remix by the artist Jay Rock and The music video for the song by The Time I Get

To Arizona by Public enemy.

and many more: instruments or animals or puppets, girls dressing

provocatively - boom boxes eg. Lady Gaga's "telephone" also the same boombox in kesha's tik tok

Music conventions in Indie/Rock/Electronic:

Tends to be black and white. This connotes the angry and depressedmood.

The artist/band is shown throughout the video


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Use of extreme close ups and long shots are popular Dark locations/Isolated Room - An example is, Mad by Neyo. The mise-

en scene involves him walking down a road alone, being in an isolated

room. This reflects the isolation from his lover.

Face paced Some use of special effects Hats Dark ClothingExamples:

Kings of Leon: http://www.youtube.com/watch?v=LWhairF_DS8 The Fray: http://www.youtube.com/watch?v=nY2INQnmRyk Arctic Monkeys: http://www.youtube.com/watch?v=30w8DyEJ__0

Music Conventions in Hip Hop videos

Locations tends to be a party, club fancy location Use of alcohol Recognised brands and clothing Expensive cars and houses Camera shots tend to long and establishing to show the money involved.

Close ups to show the jewellery and assets of the artists.

Attractive women Does not follow a storyline, only follows the genre Artist(s) tend to be involvedExamples:

50 Centhttp://www.youtube.com/watch?v=5qm8PH4xAss T.I.: http://www.youtube.com/watch?v=xK082mbeBZ0 T-Pain: http://www.youtube.com/watch?v=Ui86peQZ74s

Music Conventions in Pop videos

Bright and colorful Close ups to show the cheerful and upbeat emotions Extreme close ups these tend to show the purity and innocence in the

personality of the artists

Aims at the teenage audience Very upbeatExamples:

Britney Spears: http://www.youtube.com/watch?v=brYTO6JHMHs Madonna: http://www.youtube.com/watch?v=lWTDR6ztcnQ Alesha Dixon: http://www.youtube.com/watch?v=-503QA6F08g
http://www.youtube.com/watch?v=LWhairF_DS8http://www.youtube.com/watch?v=nY2INQnmRykhttp://www.youtube.com/watch?v=30w8DyEJ__0http://www.youtube.com/watch?v=5qm8PH4xAsshttp://www.youtube.com/watch?v=xK082mbeBZ0http://www.youtube.com/watch?v=Ui86peQZ74shttp://www.youtube.com/watch?v=brYTO6JHMHshttp://www.youtube.com/watch?v=lWTDR6ztcnQhttp://www.youtube.com/watch?v=-503QA6F08ghttp://www.youtube.com/watch?v=-503QA6F08ghttp://www.youtube.com/watch?v=lWTDR6ztcnQhttp://www.youtube.com/watch?v=brYTO6JHMHshttp://www.youtube.com/watch?v=Ui86peQZ74shttp://www.youtube.com/watch?v=xK082mbeBZ0http://www.youtube.com/watch?v=5qm8PH4xAsshttp://www.youtube.com/watch?v=30w8DyEJ__0http://www.youtube.com/watch?v=nY2INQnmRykhttp://www.youtube.com/watch?v=LWhairF_DS8


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Task Three:

Name of track: Carried Away

Artist: Passion Pit

Genre: Indie/Pop

"Carried Away" is a song by an American alternative rock band Passion Pit from

their second studio album, Gossamer(2012). The song was written and produced

by the band's frontman Michael Angelakos, with Chris Zane providing co-

production.

The music video, directed by Brewer, was released on February 14, 2013. It

featured American actress, director, and spokesperson Sophia Bush.

It was released as the fourth single from the album in 2013.

Chart (2013)Peak

Position

USRock Songs(Billboard)[5] 24

USAlternative Songs(Billboard)[6] 19

USHot Dance Club Songs(Billboard)[7]

5

USAdult Pop Songs(Billboard)[8] 34

(http://en.wikipedia.org/wiki/Carried_Away_(Passion_Pit_song))

Features Observations Examples

Genre Characteristics 1.Bright and colorful

2.Aims at the teenage

audience

3.Very upbeat

1.Orange walls in the

couples house.2.This could aim at a

teenage audience

because teenagers are

stereotypically known togo over the top and not

know the limit.

3.The whole song is

upbeat and interesting.

Relationship between

lyrics and visuals?

The lyrics are clearly

related to the story in the

video.

The lyrics carried away

are amplified by the

acting throughout. Eg.

When the girl is annoyed

with her boyfriend

wiping a bit of lipstick off

her face she goes over thetop and puts it all over
http://en.wikipedia.org/wiki/Rock_Songshttp://en.wikipedia.org/wiki/Rock_Songshttp://en.wikipedia.org/wiki/Rock_Songshttp://en.wikipedia.org/wiki/Billboard_(magazine)http://en.wikipedia.org/wiki/Billboard_(magazine)http://en.wikipedia.org/wiki/Billboard_(magazine)http://en.wikipedia.org/wiki/Alternative_Songshttp://en.wikipedia.org/wiki/Alternative_Songshttp://en.wikipedia.org/wiki/Alternative_Songshttp://en.wikipedia.org/wiki/Billboard_(magazine)http://en.wikipedia.org/wiki/Billboard_(magazine)http://en.wikipedia.org/wiki/Billboard_(magazine)http://en.wikipedia.org/wiki/Hot_Dance_Club_Songshttp://en.wikipedia.org/wiki/Hot_Dance_Club_Songshttp://en.wikipedia.org/wiki/Hot_Dance_Club_Songshttp://en.wikipedia.org/wiki/Billboard_(magazine)http://en.wikipedia.org/wiki/Billboard_(magazine)http://en.wikipedia.org/wiki/Billboard_(magazine)http://en.wikipedia.org/wiki/Adult_Top_40http://en.wikipedia.org/wiki/Adult_Top_40http://en.wikipedia.org/wiki/Adult_Top_40http://en.wikipedia.org/wiki/Billboard_(magazine)http://en.wikipedia.org/wiki/Billboard_(magazine)http://en.wikipedia.org/wiki/Billboard_(magazine)http://en.wikipedia.org/wiki/Billboard_(magazine)http://en.wikipedia.org/wiki/Adult_Top_40http://en.wikipedia.org/wiki/Billboard_(magazine)http://en.wikipedia.org/wiki/Hot_Dance_Club_Songshttp://en.wikipedia.org/wiki/Billboard_(magazine)http://en.wikipedia.org/wiki/Alternative_Songshttp://en.wikipedia.org/wiki/Billboard_(magazine)http://en.wikipedia.org/wiki/Rock_Songs


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her cheek.


music and visuals?

The editing at the

beginning of the video

makes the relationship

clear straight the way

Nudge of track when the

man touches the girls

face.

Are there close-ups of the

artist and star image

motifs?

There arent any closeups of the actors in the

video and the only a few

star image motifs.

You make me sick

Carried away

Is there reference to the

notion of looking?

There are very few but

one would be when

certain words are clearly

upsetting the girl and

driving her crazy.

There is a zoom towards

the girls breasts where

the girl is holding the

words you make mesick

Are there intertextual

references?

This suggests that

women always get their

own way and men are

always saying sorry.

This is shown when the

girl winks when she gets

her own way at 1:22.

The man is the only one

saying sorry throughout

e.g. at 1:18

Is the video performance,

narrative or concept

based?

How much of each?

Completely narrative There is no lip syncing,

instrument playing and

none of the band.

Since my heart is goldenI've got sense to hold in

Tempted just to make an ugly scene

No I'm not as proper, my money's in copper

Ripped down from the brownstones to the street

Listen, I'm your friend (don't quote me)

But not a friend worth noting

Yes, please don't ever note me as your friend

Who says we have cold hearts?

Acting out our old parts


8/16

Let's perform our favourite little scene

I get carried away

Carried away from you

And I'm hoping and I'm praying

Cause I'm sorry, sorry about thatSorry about the things that I said

Always let it get to my head

All your appeal

Once again with feeling

Higher education making sense

Justify your thesis

Certain that you need this

Tell me what your point is in defence

Listen, I don't really know you

And I don't think I want to

But I think I can fake it if you can

And let's agree there's no need

No more talk of money

Let's just keep pretending to be friends

I get carried away

Carried away from youAnd I'm hoping and I'm praying

Cause I'm sorry, sorry about that

Sorry about the things that I said

Always let it get to my head

[x2]

Wake up in the morning

Wake up in the evening

Wake up when you want to

'Cause no one's really watching

Well she'll have something to say about it but

We all have problems

We're all having problems

And we've all got something to say

I get carried away

Carried away from you

And I'm hoping and I'm praying

Cause I'm sorry, sorry about that

Sorry about the things that I said

Always let it get to my head[x2


9/16

Task Four:

1. Name of track: Animal

Artist: Miike Snow

Genre: Indie/Pop

http://www.youtube.com/watch?v=mVWeqAPQUXc


Genre Characteristics Characteristics frompop:

1. Bright and colorful

2. Aims at the teenage

audience

3. Very upbeat

Characteristics from

Indie:

4. The artist/band is

shown throughout the

video

5. Fast paced

6. Some use of special

effects

7. Hats

8. Dark Clothing

1.Not very bright but thebeginning is very colorful

0:09.

2. The lyrics at 0:48 Am I

free or am I tied up?

indicates its aimed at

teenagers as this is

stereotypically what

teenagers think.

3. Throughout, the whole

song is very upbeat.

4. The artist is seen

mostly throughout the

video along with some

other actors.

5. Very fast paced music

and editing, particularly

at 0:47.

6. Special effects are seen

at 0:38

7. Hats and other

costumes are seen a lotthroughout the video the

most common one would

be the giraffe hat 2:03.

8. Throughout the video

Miike Snow is seen

wearing dark clothing

such as the black leather

jacket at the start 0:16.


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lyrics and visuals?

Thought-out the video

the lyrics I'm still an

animal are constantlyrepeated along with the

visuals of the artist with

an animal mask on.

An example would be

mid-way though the

video at 1:54.


music and visuals?

The editing at the start of

the video with the lights,

the shot is made to

change in time with the

song.

The lights editing

durations is about 10

seconds long, the editing

involves the lights

changing colour and

position however the

camera staying in the

same place.

Are there close-ups of the

artist and star imagemotifs?

Miike is shown singing

various times throughoutnot always close-ups

mostly mid-shots.

Close up of the side of

Miike at 2:12 and a frontclose up at 2:13

Mid-shot at 0:19


notion of looking?

There are a few all the

way though, this links in

with the song and its

lyrics as well as the

personality of the artist.

Is always runningInvolves some of the

actors running across a

field. This is a link

between the lyrics and

the visuals.

Are there intertextualreferences?

There are no intertextualreferences throughout

the video.



based?

How much of each?

Mostly performance as

throughout the video the

artist is seen lip syncing

and occasionally playing

instruments.

Miike Snow is playing the

drums at 2:16.

2. Name of track: A&E

Artist: Clean Bandit

Genre: Indie/Pop

http://www.youtube.com/watch?v=_VvILRC6QAk


11/16


Genre Characteristics Electronic / Pop

1.Bright and colorful

2.Close ups to show thecheerful and upbeat

emotions

3.Aims at the teenage

audience

4.Very upbeat

1. Bright clothing at

(1:35) and bright scene

at (2:40)2. Close up of singer to

show her emotions

(0:51)

3. When the band is

watching TV, this is a

stereotype of teenagers.

(2:09)

4. Beat kicks in after slow

intro at (0:42)


lyrics and visuals?

The jungle scene

amplifies the lyrics ofIma come for you Im apredictor. Using a jungle

connotes the idea of

hunting and predators.

The lyrics at 1:50 Im

come for you, Im apredator and the visualsare in a jungle.


music and visuals?

The music beat and lyrics

has a strong relationship

with the visuals as they

are well thought out and

well edited.

The dancers start at 1:4,

this is also when the beat

kicks in, this is a clear

indication of a link

between the visuals and

music.Are there close-ups of the

artist and star image

motifs?

1.The first close up is of

the artist singing.

1. At 0:51 I'm a snake,I'm a tricky little freak,

I'm a killer


notion of looking?

No, there arent many inthis video other than a

few when the lyrics are

predator

One would be at 2:03

when the visuals is a

giant golden snake which

has been edited into the

video.

Are there intertextual

references?

Yes, at first the lyrics are

threatening and later on

they are inviting and

forgiving.

Im a come for you

my friend be cool bestrong and come

With me


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based?

How much of each?

The video is mostly

narrative but has some

aspects of performance.

Performance of playing

the guitar is seen at 1:39.

Drums at 2:00. And use of

Violin and is seen at 2:21.

I'm a snake, I'm a tricky little freak, I'm a killer you won't see me as I slither

down the street I make noise and I'm poised like a train as you please, I make

heat when I tweet I am the real McCoy,

all the lies that you say to me, better pray for me, better kill me or pay for me,

you gotta get what you want, get what you want want,

and all those things that I see you do, they make me pray for you, about to kiss

you or kill you too, gotta get what you want, get get what you want, get what you

want

Da da da da da, da, da da da, da da da, da da da da da da da da x 2I'm a, I'm a, I'm a, I'm a

I'm a come for you, I'm a predator, predator

Gonna make you right, gonna edit ya, edit ya

So now you sit and you watch tv, it's mostly channel 3 cause we don't pay our

licence fee, ain't gonna get what you want, get what you want, get what you want

want

So many things that you said we'd do, if only that were true, it seems your great

plan has fallen through

violin

Hey, mmm, yeah, yeah,

ViolinDa da da da da, da, da da da, da da da, da da da da da da da da x 2

In the beginning the light shone bright with possibility, it's still shining cause it

runs on electricity, so don't stop dreaming of the man that you could be, just give

me your hand my friend be cool be strong and come with me

Task Five:

Clean Bandit Dust Clears


13/16

http://www.youtube.com/watch?v=SdfL2nY-Xs8

Clean Bandit is a British group who are best known for their singles "Mozart's

House" which debuted at number 17 on the UK Singles Chart and "A+E" that

reached number 100. The band was founded in 2009.

Members

Jack Patterson: bass, sax, deck

Luke Patterson: drums Grace Chatto: strings Milan Neil Amin-Smith: stringsDust Clears was released on 29th June 2013.

Lyrics

Imagine if the life that you thought you shared wasn't really there

It was made up in your mind, could be anyone, anywhere

Cause you'd be living in a world of your own design, undermined

In another place, other space and time
http://www.youtube.com/watch?v=SdfL2nY-Xs8http://www.youtube.com/watch?v=SdfL2nY-Xs8


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As the dust clears and it all starts to disappear

It may get harder, cause you just restarted

And wherever you are, land on another star


You better get real, real, real and realize that the situation is going nowhere

Because you act so tough, I totally lost control

So please try to understand that if I could, I'd call and I would be there

And if I didn't hurt so much, you know I'd give you it all

You know I'd give you it all

Imagine if the friend that you thought you knew wasn't really true

It just existed in your head, the reflection used wasn't you

Completely unaware, could be anywhere, anytime

Cause there was a shift in the paradigm

As the dust clears and it all starts to disappear


And wherever you are, land on another star


You better get real, real, real and realize that the situation is going nowhere

Because you act so tough, I totally lost control

So please, try to understand that if I could, I'd call and I would be there

And if I didn't hurt so much, you know I'd give you it all

You know I'd give you it all.

Why did you choose the text you are analyzing?

The video is interesting to watch, mostly from the imaginative ideas from ice-

skating in Sweden on a frozen lake to the amusing electro voice the older man is

lip-syncing to.

In what context did you encounter it?

I came across the song as it was recommended on Spotify, I loved the song so I

decided to search the video on YouTube and also enjoyed watching the video.

What influence do you think this context might have had on your

interpretation of the text?

As I watched the video having already heard it on Spotify before, the serious but

comical context made me enjoy it even more, I found it very amusing.

Which conventions of the genre do you recognize in the text?

Id say the genre is Indie/Electronic there for, from my research above thesimilarities would be:


15/16

Tends to be black and white. This connotes the angry and depressedmood. In this clip it starts of mostly black/grey in the workshop andthen bright when shot in Sweden, however the man is still in dark

clothing.

The artist/band is shown throughout the video the band is seen playingand lip-syncing in the video.

Use of extreme close ups and long shots are popular Dark locations/Isolated Room When the band are lip syncing around

the kitchen table they seem very close together and slightly isolated.

However dark locations arent particularly seen in this video.

Face paced Ice-skating Some use of special effects very few Hats yes the man ice-skating is wearing a hat. Dark Clothing yes.

To what extent does this text stretch the conventions of its genre?The text is quite deep and has a meaning; with an imaginative video this is very

much like most indie/electro/pop genres.

Where and why does the text depart from the conventions of the genre?

This video is unique because it has some reversed shots for example at 2:53 the

violin is sanded but reversed in the editing to make it look like its coming out of

the sander.

What sort of audience did you feel that the video was aimed at (and how

typical was this of the genre/style of music)?

The band arent hugely famous at the moment but they are known for there

imaginative videos already And as we've come to expect, the video for DustClears is as imaginative as ever thegizzlereview.com

What sort of person does it assume you are?

It assumes that we could be imagining the life were living, and suggesting we

make things up in our minds.

What assumptions seem to be made about your class, age, gender and

ethnicity?

From the younger people in the video and their acting, it suggests that theyounger generation make things up, are more imaginative and free minded.

From the older man, this suggests that he may be a bit crazy/delusional as you

dont usually see someone of that age ice-skating on an ice lake.

What interests does it assume you have?

The video suggests wed rather be out and free rather than stuck at work for thetwo age groups that are shown in the video (teenagers and elderly).

What relevance does the text actually have for you?

The clothes and setting when the band is around the table in the kitchen are

similar to my day life as they are both casual and normal. However the lyricsdont mean anything towards me I just enjoy the music all together.


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What knowledge does it take for granted?

The video has taken advantage of the need to be interesting, introducing an

interesting combination of scenes (ice lake and a workshop).

To what extent do you resemble the 'ideal reader' that the video seeksto position you as?

The fact that the song was recommended for my taste of music on Spotify from

previous music I have listened to makes me the intended audience; however

overall I think this music video is aimed for teenagers.

Are there any notable shifts in the video's style (and if so, what do

they involve)?

The music pace picks up around 3:42 however the video remains

consistent. There for no shifts in style.

What responses does the video seem to expect from you?

I think the audience should be intrigues throughout the video as their objective

was clearly to make it interesting.

How open to negotiation is your response (are you invited, instructed or

coerced to respond in particular ways)?

The video shows them working at the beginning and then having fun at the end,

suggesting they should be freer. I think the videos aim is for us to be more real

and wake up from a daze You better get real, real, real and realize that the

situation is going nowhere.

Is there any penalty for not responding in the expected ways?

No penalty is shown in this video.

To what extent do you find yourself 'reading against the grain' of the text

and the genre?

When I watch it I see the fun theyre having and enjoy watching it for the unusualscenery and ideas in the footage.

How typical do you think this video is of Music Videos?

I think because the lyrics are clearly shown throughout the video via the bandsroles, this makes it a lot like music videos because in most genres this convention

is followed.

a2 media summer tasks 1, 2 & 5

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