Research and Planning adverts: Advert Information

Name of artist: DJ-Tee
Album Name: The aftermath
What songs will feature as further appeal: What I might do, lack of pattience & visions of love
sub-images: Artist, itunes logo
Key dates: 15^th January 2014
available to download: iTunes, Spotify
institution company: MTA record / Moonlight production

Research and Planning: Creative brief for digipaks

5 South Street        

Oasis academy Hadley

EN3 4PX

Jemar.legister@oasishadley.org

07955640208

Date: 9^th December 2013         
Album Title/Artist: DJ-Tee / the Aftermath

Project Manager: Jemar legister, Dwayne turner & Trey Payne      
Release date:  15^th January 2014

Product overview

Who are they?

DJ-Tee who is associated with house genre first emerged in 2008 when he was signed by MTA as they witnessed his talent and potential which they believe would one day make him the most talked about person in the world. DJ-Tee talents have not gone unnoticed as he has been nominated for countless awards such as World Music Awards for World's Best Electronic Dance Music Artist and World Music Awards for World’s Best Song.

Album Concept

What is it?

We created an album cover which best represents the artist star image in order to pull in a variety of different audiences. We want to create something that will appeal to our audience and also that will reflect the genre well. I am planning on using effective images of my artist because this will then promote the artist star image enabling them to appeal and encourage people to watch it. We are creating this album as we hope to one day boost (artist name) star image; we hope this will boost our chances of having a music video on the top 10 charts.

Comparable products

1

Released: 12^th August 2013                                    

No.14 in UK Charts                                                    First week sales: 65,901

2

Released: 4^th June 2013                                    

No.25 in UK Charts                                                                 First week sales: 35,987

3

Released: 2^nd September 2013                                     

No.4 in top House songs                 first week sales: 8,987

Consumer

Primary                                            80% Males aged 17-30                     C2 D E

Secondary                                            20% Males aged 17-30                     C2 D E

What is the reaction we want?

We want our target audience to be able to relate to our artist as we hope they can relate to the sharing of their common norms, values and sub culture. We also hope this encourages the audience’s foreknowledge as they may want to know more about the artist and also the song/video.

How will we know it worked?

We can assess whether our campaign has worked due to the sales revenue we receive. In addition, we can also check whether it has worked or not based on our audience’s feedback as this will give us an insight into the minds of our audience.

Key Launch dates

·         Press campaign: 8^th January 2014

·         TVC Launch: 10^th January 2014

·         Album Release: 15^th January 2014

Album Sleeve

·         Description – Produce an album which is able to relate to the audience through the representation of the artist’s personality and emotion. We hope this will appeal to our target audience, forcing them to find out more about the artist therefore resulting in them buying the album.

·         Deadlines - 30^th December 2013

·         Objective – Produce and present an album where the target audience are able to relate with it due to it representing everyday life and normality.

·         Proposition – To form a wider target audience within the house genre to build a well-known band resulting in commercial and economic success.

·         Restrictions/Limitations (mandatories) – The only restriction is to provide the artist name and album name.

·         Production specs – One CD with a plastic case.

·         Creative edge spectrum - we want the album be to visually appealing and creative in order to promote DJ-Tee’s star image in the best way possible.

·         Budget - TBC 

Planning: Analyse three similar Music video

Planning: Analyse three similar music video

Analysing three separate but similar music videos allows us to piece together different segments from each which helps us visualise how the music video would look when added all the conventional house genre elements into it.

Ed Sheeran - Small Bump

The star’s representation is clearly seen and is able to be identified by the audience due to his body language, facial expressions and also his overall attitude as a sense of seriousness was portrayed by the star.

Analysis of 'Star' represrentation:

• ·         The star is portrayed to be lonely and serious as he is seen sitting in a hospital waiting area all by him looking down at the floor. The lack of movement reinforces this star representation.
• ·         Long shots of the artists to show body language.
• ·   Close up shots to capture stars emotions, results in the audience feeling a sense of sympathy/empathy towards the audience.

 Analysis of Location

• ·         The simplicity of the artist’s chosen location relates to their star status as he uses a normal location which is used by everyone at some point.
• ·         Location represents the context of the whole situation. (Artist friend lost a baby)
• ·         Relates to the themes.

Analysis of Costume

• ·         Relevant to the theme, the artist is wearing casual clothing which represents how someone would dress if they were called to the hospital to an emergency as they would just come dressed in what they already had on.
• ·         Costume represents genre of the star.
• 
  

 Analysis of iconography

• ·         Chairs are all empty, represents the artist feeling alone during a rough time. This creates an emotional response from the audience due to them feeling a sense of sympathy and empathy.

Analysis of Lighting

• ·         Natural lighting to emphasise the seriousness of the mood and atmosphere. This allows the audience to feel the emotion coming from the artist which allows them to relate.
• ·         Low key was represented at certain points during the music video as this represented the mood of the video.

Analysis of the Editing

• ·         Slow paced editing along with cinematography allows the audience to capture the emotions on the artist face.
• ·          This allows the different camera shots to compliment the lyrics.

Conclusion

This Planning post has given me a greater insight of what features and factors all affect the response which is given off from the audience. This is because we look at a variety of different successful music videos which we then compare to our planning to see how we could make it better. This then allows us to make the adequate changes in order to appeal to our target audience.

Run - DMC It’s Like That

 

Star representation

• ·         This video does not have the start representation in this music video that we are looking for

Analyse Location

•  The urban underground location represented in this video is something we wanted to represent in our video
• The empty large space we can incorporate in our video to show off the dancing

Iconography

• ·         The stereo is a very iconic prop used in dance videos that we would like to use as well

Analyse costume:

• ·         The characters in our video would be wearing casual urban clothing, similar to the characters in this video. items of clothing we would include: hoodies, tracksuit bottoms, t-shirts and trainers

Editing

• ·         We can use the various jump cuts to show the different characters moves
• ·         Fast pace editing to show  the reactions from the two groups and the certain moves of characters  
• ·         Shot reverse shot  to show the different reactions of characters in the different groups

This has help developed ideas for are music video because we plan to use the concept of dance in our music videos, in a result to this we plan to entertain the audience, make the audience  want to watch it more.    

Example - Kickstarts

Star representation

• ·         The is no actual representation of the artist that we want to take from this video

Locations

• ·         The use of the white background the artist used in some of the clips in this video is similar to the background to what we want our artist to stand in front

Costume

• ·         The characters costumes are casual which is how we want our characters to dress

Iconography

• ·         The iconography does not have any real relevance to our ideas for our music video.

Lighting

• ·         The use of high key lighting on the artist is an idea we wanted to use on our artist for our music video

Editing

• ·         The use of fast paced transitions is definitely something we wanted to use to accompany the dancers as we quickly change between each one as they first danced their own dance and secondly dance the same routine so it looks like they are dancing simultaneously
• ·         We also would want to show this by using split screens like this video does.

This video has helped us develop ideas for our own production because its uses clever editing and a simple concept to produce a great video that we want to use some of their ideas in our own video.

Conclusion

By looking in to three similar music videos, it has helped me to realise what techniques that worked well in other videos will work well in our video. From further analysis I now know how they make their music videos professional and therefore appeal to a large audience.

Planning: Outline of Narrative

Planning: Outline of narrative

The song I have chosen to use for my music video is Ben Pearce 'What I Might Do' as I believe we can create an effective yet conventional house genre music video which will be seen as visually appealing to our target audience thus encouraging them to buy our product.

Ben Pearce – What I Might Do

The Lyrics:

I knew just what I had to be

When I heard you say what you said to me

To every dude in sight

Look like you working up an appetite for the night, check it

By then I just sat at the back

Peeping you out, the way you act

It was drinking time, getting out of line

And I'm taking you back at your place

All is well and all is cool

Stay in your place, don't be no fool

We'll get along alright

You look like the type that would try to fight

Best off being a friend to me

You don't want to offend me

Better play it cool, don't know what I might do

[x4]

I knew just what I had to be

When I heard you say what you said to me, baby girl

Appetite for the night, check it

I knew just what I had to be

When I heard you say what you said to me, baby girl

I knew just what I had to be

When I heard you say what you said to me, baby girl

Appetite for the night, check it

I knew just what I had to be

When I heard you say what you said to me, baby girl

I believe that these lyrics of the chosen song would compliment as they would go well with the visuals I plan on using. The lyrics is very repetitive and with the help of the song pace I hope to represents a laid back/cool mindset which is the representation of how our artist will be portrayed to the audience.

In order to portray these lyrics, I plan on creating a performance and narrative based music video in order to make it visually appealing towards the target audience. The narrative based element of the music video will consist of scenario's of the characters at different stages in their lives. First at a young age when they are little kids then change to the older and mature versions of them as they'll be competing in a dance battle against one another. The lyrics 'I knew just what I had to be' also represents the transition of the two characters. The performance based idea will be of the artist who is seen singing the lyrics against a white background. He will use a lot of hand gestures in order to compliment the lyrics. Furthermore, due to the repetitive lyrics, i am able to create different scenario's based on the ideas that come to mind.

I plan to make sure my music video will follow the generic mainstream conventions as all the scenario’s created in my video will relate to the audiences and this is mainly due to the lyrics complimenting the visuals. Mulveys male gaze theory will not be visible in my music video as it doesn’t relate to any themes or representations which are portrayed in the music video. However, my music video will contain the theory of Richard Dyer as I plan to mold my artist in a specific way in order to turn him into a commodity which allows him to commercially appeal to the target audience. Goodwin’s theory will be presented in this music video as my video will follow the performance and narrative music video structure. Star image motif’s for example is one element of Goodwin’s theory which will be used as I plan to promote the artist image in order to boost his fan base and recognition.

Planning: Characters

Planning: Characters

Planning character representation is important as we have to make sure the characters follow the genre expectations, therefore allowing them to cater for and appeal towards an audience’s expectation.

Artist’s Representation

After great consideration the theories we have chosen to apply to our Artist is Mulvey’s Male Gaze, Dyer, Adorno and Goodwin.

·         Dyer theory will be applied in our music video as the artist will be represented in a certain manner in order to satisfy and appeal to a target audience.  This allows him to develop a bond with audience therefore allowing them to commercially appeal to their target audience.

·         Our female characters will not be represented in a voyeuristic manner in our music video as we don’t want to take the focus away from our artist and the lyrics. Furthermore, Mulvey’s Maze Gaze theory won’t be applied in our music video.

·         Goodwin’s theory will be applied in our music video as we plan to use different filming technique in order to promote our artist’s star image. This will allow them to visually appeal to the target audience while gaining recognition.

Genre representation

·         Young black boy which fits the traditional house music genre due to rap boys being associated with rapping more than a white boy would.

Costume

·         The costumes will vary depending on the person as the artist will be wearing casual clothing which you’d see on an everyday guy. This is because it allows us to emphasise his laid back and relaxed attitude which would allow the audience to relate to him due to he’s ‘cool’ style.

 Themes

• ·         Relax
• ·         Young & Wild

Audience expectation & understanding

·         Young teenage boy enjoying his life and this is portrayed through his relaxed and laid back attitude which he goes by. The audience will expect a young character in this representation as it fits in with the theme of being young, wild and free.

Character representation

Theories we have chosen to apply to our characters is Goodwin.

·         This is because he believes that there are specific elements which are implemented into a music video in order to make it successful. In this case, the use of cinematography can be used in order to capture the characters dance move in order to create a visually appealing music video which would complement the artist.

Genre representation

·         Both characters from the younger boy to the older version of him will be represented as just young, black boy trying to make a living. This is important as it is conventional to the house genre thus allowing it to appeal to a certain target audience.

·         Young athletic dancing characters will be chosen as allow them to perform the planned routine dance moves in order to visually appeal to the audience.

Costume

·         The characters such as the dancers will be wearing set colours between all red and black or yellow and black as this will allow the audience to distinguish between the two dance groups during the dance battle scenes.

Audience’s expectation & understanding

·         The audience expect athletic dancing characters in order to be able to perform the planned dance routine.

Little Boys representation

Theories we have chosen to apply to our characters is Goodwin & Dyer.

·         Dyer: Star image of the young characters will be like that of the actual star as they are the younger image of the star. They will follow the current trends, similar to that of the star but younger.

·         Goodwin: The use of close up to represent them as stars in the video. Will not have any aspect of the notion of looking because they are young and male.

Genre representation

·         Young, black characters who look good and are able to dance. This is seen as conventional to the house genre.

Themes

• ·         Dancing
• ·         Young and free
• ·         Competition
• ·         Battle

Audience expectations & understanding

·         Young and happy, enjoying their dancing.

Conclusion

Planning the characters representation has allowed me to work alongside Dyer’s theory and mould the characters and artist into my desired way in order to make them as conventional yet appealing as possible. In addition, this helps turn the artist into a commodity.