'Music video is not primarily a commodity form but a promotional one' (A.Goodwin 1992)

Research

This is just a basic spider diagram of a few ideas that we have both generated as to help us have ideas that we can work with and choose from.

Scarlett

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Early History

Beginnings of MTV

* Artists begin to seen the need for promos for each release
* Changes in technology and gap in the cable market

* Boom in promos in the early 1980's

1960's Promos

* Hard days night and other rock films

* Lots of artists made little films

* Mainly drug-influenced

1970's Promos

* Top of the Pops started to use them

* Substitute when the band was on tour

* Still very experimental

Laura

The History of the 'Indie' Music

Independent music or famously known as ‘Indie’ music, is used as the term to describe the independence of music from major commercial record labels. These groups are mostly autonomous, self made and more precisely are pioneers. The people from this "Indie" class do everything on their own in recording, publishing and performances. Indie groups are usually not interested in taking help of any big names from Music Industry. The history of Indie Music dates long back in 1960’s. The format of the music then was pop, rock and roll and a slight dash of R&B. The lyrics of the songs was inspired by peace, love and anti-war thoughts. There immerged some bands like "Velvet Underground". 

My Personal opinion is 'I still think of indie music as being something put out on a small independent label rather than a genre of music that sounds a certain a way but like a lot of things the term got mangled and ruined by the NME'. Scarlett.
 

Our Ideas

Within our music video we want to include the narrative, performance and be experimental when filming to make the video attract more of a target audience. We have thought about including animation of pictures that turn to shapes that can be a transition for the next line of lyric. First we need to find out which band we would like to star in our music video to then think about what song we would like to be filmed, this can then lead onto editing and cinematography. This then helps us get a clear view of if the editing can be fast or slow. We would also like to include some actors that can perform a dance routine that will fit with the song, this then will make the music video more interesting to watch.

We have also thought about the style of the music video and thought of bright colours, trance, electro and up beat. The picture colour would be changed from colour to black and white, we also thought of including flash backs from the past to relate to the song.

Scarlett and Laura


Branding

A brand is not the same as a product. A brand is the particular make of the product. for example, instant coffee is a product but Kenco, Nescafe and Tescos' own are all different brands of coffee.

A brand is often refers to more than just one product- it can refer to a whole line of products made by the one company e.g. the freshness of Bird's Eye products is often highlighted across its whole range of frozen goods, from peas to fish fingers.

What creates  brand?
According to mudvalley.com, there are eight elements that combine to create bran identity :
Brand Essence: what the brand means in a sentence
Brand Slogan: Often a catchphrase linked to a logo
Brand personality:What kind of character does the brand have? Humanises the brand, makes it easier to relate to.
Brand Value: What does it stand for/ against?
Brand Appearance: What does it look like/ sound like/ taste like?
Brand Heritage: What kind of tradition does it have?
Emotional Benefits: What feelings does it offer consumers?
Hard Benefits: Is it cheaper, better, does it wash whiter? What "real" qualifiable benefits does it offer the buyer?


One of the key elements of creating a successful brand is consistantly across the range of products promoted at any one time and consistantly in how a range of products are promoted across time:
Brands need to provide customers with a consistent compelling experiences in order to not confuse them, as confusion leads to doubt (mudvalley.com). A brand can even be kept consistent across countries, creating a global brand.
Brands work because they offer us a form of gurantee, a set of ready made values attached to product that we too can adopt upon purchase (www.mediaknowall.com). Advertising today is not merely about selling products; it is about selling a brand, a dream, a message. Katharine Viner, www.commondreams.org
The main constant three stages that our product needs is
* A consistent font and colour for our logo, that is the right connotations for our brand.
* A consistent brand image- what image we need to send a clear message to people who we want to associate our brand with.
* A consistent theme or campaign to use across all three products.
A thoughtful approach to branding and making all three products look like they belong together is what will distinguish the best from the rest!

Laura


Branding Images 

Kasabians logo





Kings of Leon logo





Enter Shikari logo

These are all Brand Images that we recognise from bands that are popular.
This gives us creative skills in to make a branding image that will attract other audiences not just our target audience. We have also chosen these logos as part of our project because the band we have chosen fits similary in the same genre.

Examples of Brands of music

We had a look at these music brands, and recognised quite a few that we have seen, we took in the consideration that it has to be eye catching but not always colourful.

Scarlett