Developing Our Final Ideas

This is a video that we recorded of us discussing our final ideas for our music video.

The Pitch

Jack Mitchell AKA BooSH is a 25 year old DJ named after his love the TV ‘The Mighty BOOSH’. Originally from Milton Keynes, he begun working in local clubs making demo tapes. He moved to London at 19 where he made a name for himself on the decks and featured on various compilation albums. He then went to Ibiza where he work with various artists to produce his new album. Now back in London he decided to make a music video for his new single.

BooSH states that he has many influences who play a large part in the music that he creates, these influences include Fat Boy Slim, Basement Jaxx, The Chemical Brothers and The Prodigy.The club music in Ibiza is a large influence within his music he says that Ibiza is his favorite place on the earth it has the things that he likes more than anything else in the world these things are sun, clubbing and keeping things chill, Mitchell was quoted as saying once that his ideology in life was “Party all night and sleep all day” and Ibiza is one of the only places on earth that this was possible.

The influences behind our music video, were similar dance videos such as Gangnam Style and the original video for One More Time. We realized that dance songs videos very rarely have a narrative to them and they are quite random however these types of videos usually have some kind of dance routine, conventions that we will also try to stick to. Also in the brief BooSH stated that he disliked ‘cheesy pop videos’ so we are looking at the possibility of spoofing certain videos.

The audience profile above is the primary target audience that we have identified but with regards our secondary target audience it would be females within the same age bracket and similar tastes in music. The main way that the song would be heard by both audiences is in clubs, because clubs are unisex and the people within the age range listed above.

On our mood board we put plenty of pictures of acts similar to ourselves or acts that have inspired us. Also the words that we put around the mood board are either song lyrics or things that we are going to try and incorporate into our videos.

We decided that BooSH should be signed to Sony as there are several similar artists signed to them including:

• Calvin Harris
• Skrillex
• Mike Posner

Also Sony have the ability to get him a lot of media coverage

The one of our ideas for the One More Time video will consist of a select spoofed iconic pop videos. We wanted to do this as we wanted to take the mickey out of videos such as Gangnam style in a similar way to of Eminem’s ‘Without Me’video. The idea of playing with intertextual references and mocking the mainstream pop industry.

For the costumes we feel that because we are spoofing videos we should try and make it look as close to the real one as possible, so we will try and get outfit similar to ones worn in the original videos, for example morph suits for the around the world video and drag for the queen’s video I want to break free, again another iconic pop video.

The location that we are considering is public places with flash mob feel with a lot of people dancing, we could also use the green screen to get to locations that are not realistic to get to. Because there are not many conventions for dance videos we can go crazy with the ideas that we have and can

make the video as random as we like, because we don’t have the constraints of a normal music genre with usual codes and conventions demonstrated by Goodwin

In the video we are trying to imitate iconic dances from the YMCA to Party Rock Anthem. The reason that we feel that spoofing videos is such a good idea is that in our artist brief he said that he disliked cheesy pop videos, and from there with the lack of codes and conventions that we had that we were going to spoofvideos.Drag is intertextual reference to Queens ‘I want to break free’.

Audience Profile

Criticisms On Our Audience Profile That Needs Changing

• The gender of our audience profile needs to be changed as both males and females would enjoy our song and music video. We put male on our audience profile demographics because we thought that they would be able to relate more to the 4 male main dancers. So we will now change our gender to unisex as we think it will appeal to both male and female audiences.
• Another thing that we need to change about our audience profile demographics is the age as our song and music video will primarily be aimed at 'clubbers' and the age of 16 does not fall under this. So we are going to change our age demographic to 18-25 the more 'clubber' age.
• (Talk about psychographics being aimed at a more clubber audience)

Feedback On Pitch

Things that need developing are;

• Who will we have dancing for our videos. For this development we will need to find 4 people who are going to be the main dancers and that is already sort within the group as each of us group members will be the 4 main dancers.
• Randomness of our video. Now that we have sat down and talked about it as a group, our music video will still be random in way that we do not know what music dance routine is coming next but it won't be so random that it does not make any sense.
• Make sure the idea of spoofing actually gets across. We as a group are going to make sure that we get the idea of spoofing across as none of us are professional dancers so we cannot recreate the music videos perfectly so there will be some sort of bad dancing element within the video. Also we are all boys so when it comes to the girl music videos then you will be able to tell that we are spoofing the video.
• We need a theme and it needs to flow. Now we as a group have made sure to deal with this head on as if the music video doesn't flow then it wont work. So what we have decided to do is use a corridor in order to link all the dance routines together and what will happen is our main dancer out of the four will walk into different rooms and there we will find the different dance routines in each room. This theme of having the corridor and the rooms will keep our music video flowing.
• The target audience of our music video. At the moment our target audience is aimed at males aged 16-25 (our primary audience) however this needs to change as i think that it is both genders who we should be aiming at and it also should be aimed at a more 'clubbers' profiled audience so we are also changing the age from 16-25 to 18-25 in order for it to be a more adult specific gender that is not primarily based on one gender but that is aimed at both genders.
• Our record label. What needs developing about this aspect of our music video is the fact that the record label we have chosen for our music video is too mainstream and we have been questioned on this but based on the artists that sony BMG already have we have decided that we are going to stick with them.

The Things That Work Are;

• The intertextual references with regards to Goodwins theory.
• The logo  and branding for our artist is also very good.
• The idea of spoofing pop/dance music videos.
• Our audience profile and mood board are also very bold and detailed. 

Feedback On Blog

• The posts on my blog is too text heavy and so I have to think of ways in which I can break the text up with images or perhaps to present the piece of information in a PowerPoint or in Prezi.
• Need to add to my mood board post, perhaps by making a Prezi in order to present the ideas of my mood board so that we can see the path we have taken to getting to our final idea.
• I am using too many labels within my blogger and it's starting to become a bit over used and so I need to cut down on that especially with regards to lessons so perhaps I should think about cutting down on lesson labels and perhaps use one or two labels for all of my lessons.
• I need to add analysis to the Daft Punk video 'Around The World' as there is not any analysis there at the moment. So i need to analyse that using my micro skills and Goodwin's theory in order to draw ideas from the video for my own music video. Use screen shots in order to analyse specific parts of the music video that I want to talk about.
• I need to make sure that I am keeping up to date with post journal's each weak about where I am with my work and any ideas that I might have picked up within this week. I have thought of a good idea of how I could present my journal posts by recording my own voice talking about my journal as this is more appealing with regards to not being too text heavy.

Journal Post 2

Analysis Of Digital Pack

Other Analysis;

• Starting with the front cover we can see that there is a graffiti styled images used of instruments and it seems to be appearing from behind the artist and title of the digi pack. This is telling the audience a little about what these two artists have created here, it also tells the audience what to expect from the music inside.
• The typology used for the artists names and the name of the album/digi pack is block capitals that also look like they could be graffiti, this links in with the overall theme of the digi pack.
• When looking at the colour scheme throughout the pack we can see that there are three main colours used, orange, blue and white. These colours are consistent throughout the pack. A little bit of black has also been used in the pack to add another stand out effect on it. This will be something that I can think about with regards to my digi pack as I think I will have to have a colour scheme that runs throughout that ties in with my artists and his genre in order to make my digi pack as successful as this one.
• When looking at the codes and conventions of the digi pack, on most you will find the contents of what is in the pack on the back of it and this will be something that I am going to incorporate on my digipack and the things that I will need to include on the back of my pack are; barcode, track list, explicit content sticker perhaps?, special features, recordings perhaps?, our music record label and I have to make sure that it is split into sections as to not make it confusing. So when looking at this pack I would hope to organise it in the same way so that it is easy for the audience to read unless I could make it messy and jumble it up as this could tie in with my music video in the way that it is quite random. 
• The spines on the digi pack are quite simple as they have the artists names written down the side along with the name of the album, the DVD symbol is also there to show that there is a DVD inside, this is something useful that I may want to include on my digi pack.
• The inside flap is much like the front on the digi pack, it connotes the content inside and what is to expect from the artist and the songs inside. As we can see the music instruments that were in the background on the front of the digi pack have disappeared and now there is just block capitals of the two artists which is bold and stands out enough on its own. This is something that I could perhaps include on my digi pack.
• The design within the digi pack is a wallet compartment for the booklet, another wallet for the tracks and then a final CD holder for the DVD. I think this is a perfect design for a digi pack and I think that this is very close to how I want my digi pack to look.
• The theme of the digi pack carries on throughout with the white music instrument effect used throughout. Even of the CD and DVD the colour theme is also carried through to good effect as i think this is what stands out the most to me when I look at the inside, so I think that this is something for me to think about with regards to my digi pack, possible having a stand out colour used on my CD that makes it stand out compared to the rest of the digi pack.

Analysis of 'One More Time' Lyrics

Mood Board

This is our mood board and underneath is a presentation on our mood board and the ideas that are within our mood board.

Adorno And Horkheimer's Theory

Adorno and Horkheimer made a theory which stated that songs as well as artists are becoming predictable and that products which are be produced within the culture industry are being exhibited with standardised features. This means that songs and artists were being based around repetitive sequences that have already happened and that already exist. For example with X factor all of the winners are practically the same and are inseparable with minimal differences between all of them. This is done for commercial reasons, so that song would imprint itself on the mind of the audiences and would then provoke the listener into a purchase. The same goes with the artists now that there are so many artists in the world, we find that Adorno and Horkheimer stated that songs and artists are becoming typical as they think the audiences are not expecting anything new or spectacular (unique) and are happy with the what the music industry is feeding them with regards to the same repetitive songs and artists. To Adorno songs had become manipulatitave motivated by commercial gain, meaning that no artists were doing it for the passion anymore but just for the money.

It is easier to find an artist that fits Adorno and Horkheimer's theory than it is to find an artists that goes against it. There are many artists and bands that fit the theory such as One Direction, Westlife, JLS, Enqrique Englasias, Justin Bieber, Pixie Lott, and perhaps Shakira. All of the artists in one way or another have been influenced in a way to produce music that they know that the audience will like, these artists are also in the music business for the commercial gain as they are part of the recurring system that sees them gain from the cycle of the culture industry with regards to the products sold through their name.

It is extremely hard to find a band or artists that goes against this theory, but their are some artists to some extent that goes against their theory such as Lady Gaga, Amy Whinehouse, Taylor Swift, Ed Sheeran and Pink. These artists who in my opinion all go against the theory set in place by Adorno and Horkheimer. With regards to Lady Gaga and Amy Whinehouse, we know they are unique but with regards to Taylor Swift and Ed Sheeran questions could be raised but I believe they have not been swayed in any way by the music industry and the audiences expectations and have wrote the music that they wanted to. Anther example why Ed Sheeran belongs in this group is that at a music awards ceremony where everyone was smartly dressed, he was in his same jeans, 'hoody' and print design t-shirt showing that he wont change his style in order to fit in with the crowd, he wants to stand out. You may think that Pink surely can't be in this group and that she abides by what people tell her to do and how to look in order to attract the audience but she is unique as she has gone from being at the very top to being that forgotten someone but she never stopped writing music and she wrote it from what she believed and had a passion for music. Also what made me believe that she was unique is that when asked if she 'would prefer all the money in the world or to be back at the top of the charts again with her hit single, she chose the hit single' also when asked what would she rather be doing for the rest of her life 'making hit singles and number one ablumns or performing live for her audience.' She chose performing live for her audience and to me this shows just exactly who she is and what she stands for and this is why I believed she belongs in this group as she is unique. Even though I have stated quite a few unique artists here who go against Adorno and Horkheimer's theory of corruption to gain money, if you wish to find the true unique artists and bands who do it purely for the fans and are not changed in anyway by image for the audience, it is the independent bands who perhaps don't have a record deal yet or perhaps do but haven't been given the chance yet to become famous, my example of this is The View who are a Scottish band from Dundee who play gigs in small arenas such as shepherds bush in London, the genre of this band is soft rock/ indie.