Friday 30 September 2011

30/09/11- Journal

Today's Journal:

Today we decided what song we wanted to do, we chose Bjork's "Oh so quiet". We also spent our whole double lesson making mood boards to show the main themes in our music video. We used origami flowers, birds and 3D-stars, this connotes the other cultural influences to our music video and the bohemian nature of the music video. We also decided on the bands name this links to the bohemian theme also, our band is now called "Anima" which is Latin for soul. We thought we would change the brief a bit more that our band will be far more serious about music. So they were deserving of a deep and meaningful name, we have not yet finished the mood board. But we will have tomorrow at our school's open morning, the pictures shall be on the blog of it on Monday.

Thursday 29 September 2011

Our Chosen Song..

Bjork
"Oh so quiet" 

We chose Bjork's "oh so quiet" it has definitely got the mix of a low and high beat that we can match our two idea's for our brief to. This music video will work best as it can be calm and a relaxed vibe then loud and vibrant. It will also match the mass indie audience as it will focus on the lyrics, then get carried away with the melody. This aspect of the song blatantly taking care of every verse and instrument shows and will appeal greatly to our audience. This factor also gives us so much more variety with our micro-features now.

Shortlisted songs..

Stereophonics- Dakota


Stereophonics- Dakota (Acoustic)



At the moment we are still trying to choose between the acoustic and original version of the song. This is due to the fact we want our music video to connote a sense of youthfulness and to be relaxed with an artistic flow, this part will be shown through the camera work but we would still like it to match up with the music. The acoustic gives it a relaxed tone however our other idea for our music video is to be upbeat with fast editing. Which primarily does not match with the acoustic version, once we conclude the brief to our video we will be able to make this decision.

Bjork- It's Oh So Quiet



We do really prefer the idea of it being quirky, youthful and just overall artistic. We really want to use a range of intricate camera angles and shots and editing, we want the music to match this and Bjork's strange style really matches our brief. We want a female singer and the idea of a back-up band, but in the music video you primarily see the lead singer.

Muisc Video Breif..

Tonic:

You have been asked to devise and make a promotional music video for the new act 'Tonic'. As a new act the record label is keen that this first release appeal to a wide audience and establish an image that is both recognisably unique and appealing to their target audience. With this in mind, their release will be a cover version and will be used as a platform for future original releases. The record label is happy for this release to be any of the three songs listed below or another to which has been approved by the teacher and would like you to choose whichever on you can make a dynamic promo for, as the key thing is to get them exposed.

Rob(25), James(25) and Nick(23) are middle class lads from Portsmouth, Sussex. they started the band when they were in school and after performing in local pubs and clubs for a few years were sounded by a local producer and eventually signed to Rough Trade.

Sound: 'Funky pop with an indie undertone'
Music Ideology: 'It''s not nuclear physics, it should be fun!'
Influences: 'Supergrass, Blur, Pulp, Queen'
Likes: 'Gigging, jamming, music festivals, laughing, eating, drinking cider, mates
Dislikes: 'Frowning, people who take themselves too seriously, politics, dance music, musicians who mime, fakery.
We would like to keep most of the brief the same, however we would like to replace the lead singer with a woman. This is an unusual aspect that can make a band look perhaps stronger willed and can give it a quirky edge, due to the injected femininity in the music video. Our friend shall hopefully appear as the lead singer and the key focus is we want a girl to be relaxed yet be able to act well in front of the camera. We are still in discussion about the age group but we want to keep it early twenties.
We want it to have simplistic and quirky tricks within the music video such as inanimate objects talking, such as the "natural confectionery co." adverts were they make sweets talk. Also Garth Jennings "Coffee and TV" music video were the milk cartoon walks around. This is one of our intricate yet easy to do ideas, we want the video to be consumed of simplicities like this. Such as time lapsing is my main focus in the video to incorporate this in the most natural way. Mise-en-scene could be used as we like the idea of our lead singer changing outfits when the music is quiet, she is dressed naturally and as if she is at one with the earth. Then the music switches to a high beat and so her make-up and costumes are bright and eccentric. We have also thrown around ideas for locations and really like the idea of the quirky London scene, with crazy and unruly buskers on the street and London's hip street style (for e.g. fashion, music, dance and art). These are still only ideas and shall be updated as we have more discussions.

Wednesday 28 September 2011

Adorno and Horkheimer- "Culture Industry" Theory

Adorno and Horkheimer-
Theorists of the Frankfurt School

Adorno and Horkheimer both argued the same theory that was centered around the "culture industry". That the industry were standardizing everything so that every platform of media had a standard that was stuck to, this left no room for individuality. That their is no spontaneity left within the media industry, when their is a certain standard and way expected from everyone who wants to succeed. They argued that everything had a formula they looked especially in to music and certain songs, as in the 1940's and 1950's blues and RnB songs were being copied if found successful, so that more people can join the band wagon and gain from this new success. Also that the song has to be commercial so that audiences will not forget it due to its catchy, simplistic and mainstream sound, that they were all used to by know. Adorno even compared the making of a song as a "mechanical" system.




Adorno and Horkheimer mentioned the "pseudo individuality" that they were making artists in to what they wanted and what would be commercially viable. Yet they would state their artists had some form of individuality, when in fact they were the same as many others in the mainstream music system. Thus meaning that everyone is practically the same, this can be shown in shows like the X Factor when looking at the history of the show all of the artists are similar, as they are following through with the same criteria on what  mainstream artists personalities should be like. X Factor links in to their lock and key theory, which is an product that has been mass produced. In which the uniqueness can come from a few and slight changes to them. Finally overall their theory works within hegemony the idea that "mass culture" is diluting a "real culture" from being able to naturally come through.

Tuesday 27 September 2011

Additional Questions:

One: Independent music:
This style of music derives from bands and artists working independently, away from the confinements of the larger record labels and doing things themselves. It focuses mainly on the meaning and structure of the instrumentals apposed to creating something catchy and commercialised.

Two: Why was the punk rock era seen as the birth of independent labels:
Punk was so unlike any other genre of music, it gave with it new art forms and ways of expressing yourself throughout fashion, personalities and music. Fundamentally it brought to the front how important it is to have individuality. It was also about anarchistic ideologies, this would have enabled this new music style to be independent and rebel against the norms of the music industry.

Three: In what ways is web 2.0 having the same effect on the music industry as independent labels did during the early punk era?
Anyone who is interested in music and deems themselves a singer/song writer can simply put a video of themselves up on the Internet. With websites such as YouTube enabling varying artists to be shown to a wide variety of audiences thus leading to a music career. It is just like the early independent music scene as it has the old ethos of doing it yourself. People do not need any one's help to post their own music online and websites giving them easy coverage free of charge, has another old ethos of helping each other out.

Four: Why would some bands choose to stay with an independent label rather than singing to a major?
Some bands may fear that major record labels may wish to make big changes to the groups dynamics. For example getting rid of someone in the band or changing their image or manipulating their lyrics. Some bands may deem a major label too heavy handed and patronising and just prefer to stay as they are and the best way to do that is with an independent label. As they won't change the band at all and will give them time to come up with their own image and lyrics. Also they may get far more equal pay rights with a minor label than with a major label.

Five: Find the definition of Hegemony how can this be applied to the independent vs. major war?
Hegemony means leadership and predominance and the expansion made by larger nations towards smaller nations to create world domination. This can be applied as the major labels buy out minor labels all of the time so that they can get far more and better artists. Majors introducing vertical integration prove this theory of trying to have it all, by them trying to make better independent labels than the original minors.

Six: Define the terms Capitalism and Commodity. Apply the terms within a description of the Rough Trade documentary:
Capitalism means an economic system in which productions are privately owned and for profit, usually in competitive markets.
Commodity means something of use, an advantage or value it can be turned in to a commercial product.

Rough Trade the documentary focuses on the independent music scene being vastly against the major record labels. Who use capitalistic ideologies to make an artist viable and successful, by making them appear in multiple media platforms. They use artists as if they are in a vast commodity and that more shall appear all of the time. This is shown in the documentary when the major's jump in to every music scene constantly, from the quick pounce on the late 80's rave scene and when they focused a lot on indie artists. 

Seven: Describe five differences between major and independent record labels:
One. Majors care too much about profit and money whereas minors do not.

Two. Majors will only back music that is marketable and will sell, minors will back any artist no matter how obscure their musical tastes are.

Three. Minors do not venture too much in to band merchandise and coverage, majors love branding their artists and getting out as much stuff with their name on it.

Four. Majors like to build up an empire of various other companies so they can catch any new music trend, whereas minors are predominately one company.

Five. Their are definite capitalistic views amongst the majors that leek in to their ethos, however the minors are communist and activist and their ethos are full of these ideas.

Major Vs. Minor


The Sony corporation is a huge institution that uses vertical integration which means they can have many other companies from different media platforms, stemming from their name.

One: Which subsidiary labels do Sony BMG own?
-Arista Records & Nashville
-BNA Records
-Columbia Records
-jRecords
-Epic Records
-Jive Records
-Masterworks
-Sony Music Latin
-Legacy Recordings
-Provident Label Group
-Columbia Nashville
-RCA Records
-RCA Records Nashville
-Verity Records
-Roc Nation
-American Recordings
-Battery Records
-Beach Street Records
-Day 1
-Essential Records
-Flicker Records
-LaFace Records
-Polo Grounds
-RCA Red Seal
-RCA Victor
-Sony Classical
-Star Time International
-Verity Gospel Music Group
-Volcano Entertainment


Their are other labels that were previously apart of Sony BMG but for various different reasons are not anymore, these are:
-Def Jam Recordings (1985–1993) (now part of Universal Music Group under The Island Def Jam Motown Music Group)
-Loud Records (1999–2002) (now part of Universal Music Group under SRC Records)
-Chaos Recordings (1993–1995)
-The Work Group (1995–2000)
-Date Records
-Alaska Music Publishing

Two: How are Sony vertically integrated (how do they profit from the different stages of music production, distribution and consumption)?
Sony have their own production companies and distribution centres set around the world. So they do not own another company any money, they are just putting more in to their own company. They are also able to supply audiences with different media platforms to consume their music from. For example Sony makes laptops, mobile phones, televisions and MP4's, audiences can avidly consume Sony's music through all of these.

Three: How do Sony profit from media convergence at the level of the media product (for example, a film soundtrack or music in a video game)?
From media convergence Sony is able to get a wider coverage of audiences, also their artists songs will be heard multiple times due to the advertising coverage. Another example a song attached to a film will be played a lot and will forever be connected to that film, thus meaning played in film music charts and can artists can win awards for their songs being featured in a film. Overall the profit is huge as they are supplying to everyone, plus their is not purely enough money in music media convergence means more money and good links to other media platforms.

Rough Trade- 21st Century

Four: 21st Century

How has Rough Trade evolved in the 21st century?
They have now signed "The Strokes", "The Libertines", "The Arctic Monkeys" and "Duffy". They have managed Duffy for four years now and in the beginning they had put her on a development deal. So that everything that she wrote and her sound came from her giving her own special qualities as an artist, due to their old ethos' of letting the artists grow.

How are their working practises different to the music produced through programmes such as X Factor?
Rough Trade believe in giving their artists as much time as they need so they can come up with their own image apposed to just creating one for them like shows like the X Factor do. They also feel that they are too controlling with talent especially those of whom are independent singer/song writers.

What successes have they had at this time?
After 4 years with "Duffy" and 30 years of Rough Trade they finally have achieved their first number one single. Rough trade management has also received 5 consecutive hit singles.

How has Rough Trade's ideology developed for the company in the present day?
Rough Trade's earliest ideology of letting the artists spend as much time as they need on their music, so that they can be themselves and their songs meaningful and real. They have furthered themselves to the present day as they now know that they have to manage the artists, so their talents don't get over used and exposed  by everyone. They are only looking on to the future and are righting their old ideologies so they can work far better as a company.

Rough Trade- 1990's

Three: The 1990's

What problems did Rough Trade incur at the start of the 1990's?
In the start of the 90's their were disastrous decisions made, senior sales executives had left as they saw no end to the arguments. Due to this the management structure seized to exist at Rough Trade, a lot of this had to do with Geoff not turning up to board meetings. They had a cash flow mis-management yet it failed and in December 1990 Rough Trades cash flow seized. Finally in March 1991 people were being fired from the label and they had to sell the company name to help with the debt.

What effect did this have on the record label and distribution?
For fifteen years Rough Trade had written the rules for production and distribution and now it was nothing. By running out management their was no one to work well with the distribution so relations were bitter. The loss of money meant cuts which would mean that they wouldn't be able to afford the distribution costs.

How did the major record labels branch out in to the independent music scene?
Indie artists were now signing with major record labels, as the indie music scene was becoming main stream. The larger labels were also able to make their own Independent record labels to sign indie artists to. This technique they were using is called vertical integration, all of the record labels working in a supply chain for one big company.

What actions were taken to revive Rough Trade?
In 1991 Jeannette Lee was brought in to grow a new formula to bring back the company. They got new offices and were looking for new artists to work with. Instead of being a record label the new revival meant being a management team, throughout working with indie bands they knew lack of management led to collapses in artists.

What new music industry areas did Rough Trade begin to work in and with which artists?
They began to managed bands Geoff and Jeanette worked really well at managing bands and they achieved 5 consecutive hits with bands such as "The Pulp".

Rough Trade- 1980's

Two: The 1980's


How did contracts effect the development of Rough Trade?
Rough Trade's contracts consisted of  two clauses firstly until a reasonable disagree, promotional costs deducted. Secondly to share the cost equally a 50/50 deal between the record label and the artist. This meant that they were giving far too much room for the artists, as they were getting fairer opportunities yet they could leave whenever they liked. Meaning that the development of Rough Trade could seize if one of their important artists dropped out of the record deal.

What issues occurred between the record label and distribution?
The record label and the distribution company had arguments due to the fact that Independent was slowly becoming more popular and Rough Trade were signing more mainstream and successful bands. Distribution didn't like this and it meant too much pressure was now put on them. They couldn't handle the new load of records they would have to distribute.

What changes did this lead to within the business structure of Rough Trade?
Rough Trade had to find more funds to deal with these costs, as they couldn't pay for certain records such as Joy Division "unknown pleasures", Mute and Yazoo's records. They had to sell the record shop, they sold it to three of Rough Trades staff members. In 1982 they had to bring in a new account to put their money in to.

What has been Rough Trade's ideology and how was this effected by the change in structure? 
They unfortunately lost their old ideology of having a relaxed and chilled out area due to their loss of money and relations with distribution. They had to sell the record shop that they thought was needed to host all types of music. Everyone now had pressure of reaching their set targets it wasn't about having fun anymore. Geoff, the record label and the distribution could not work well together which meant that their lost their earlier ideologies of working together and being against the mainstream larger companies.

Which artists led to success for Rough Trade?
The smiths were Rough Trades became their biggest signed band in the 1980's. They were a perfect tie between the band and the record label, the had a great partnership. Which led Rough Trade to hiring London Records and got an expensive record campaign, as they knew to keep them and help them grow they would have to start spending serious amounts of money on them.

What music trend emerged at the end of the 1980's?
The indie music genre was becoming increasingly popular at the turn of the decade. It was about to become on of the biggest and most popular of music trends in the next decade.

What differences were there at this time between Rough Trade and other independent music labels?
Rough Trade was becoming more business orientated, unlike many other independent record labels, they were loosing their earlier ideologies. Having a board of 40 to 100 to make all of the decisions and had offices in Europe and America, they were about expanding which is what the larger companies did. They were trying to get their music out everywhere, negotiating about t-shirt's and various other merchandises. They were now apart of branding their artists instead of it being about the music which was the ethos many other independent labels were doing. They even handed over the label to a management trust, becoming a new bureaucratic and unruly label, hardly like the relaxing atmosphere at other independent labels.

Rough Trade- 1970's




One: Rough Trade and the 1970's 

How did Rough Trade start?
Geoff Travis travelled around America, to keep in touch with his passion with music he bought various records from salvation army stores during his travels in America. When arriving back in the U.K. he realised that their was no where for him to enjoy a good and wide variety of music, thus came the idea for "Rough Trade". It was a place were you could listen to any sort of music no matter how obscure and boasted a wide variety of musical genres. The name for the shop stemmed from a Canadian band Geoff had heard of, it was also the name of a trashy novel he had read previously. It was a place in which to just listen to music and chill out and Geoff set up his relaxing record shop in Kensington Park, West London. 

Which music trends were popular?
The music that was most popular at the time was the punk genre, as in 1976 punk rock had hit London in particularly hard. It was everywhere and an ever growing popular genre especially amongst the younger generations. Due to the location of "Rough Trade" their was also an influx in Reggae music, as their was big West-Indian communities and many lived by the ways of Rastafarian's. This meant that near "Rough Trade" the two music trends were highly popular and in many ways were battling it out as neither trend understood the other.

What was the ethos of Rough Trade at this time? 
Rough Trade was primarily about relaxing and the independence that can come from making music. Their ethos came from the bohemian lifestyle of staying calm and cool. They liked the idea of doing things yourself, as they would urge punk costumers to edit their own "punk magazine". They were a lot about forming other musical trends together as they were responsible for reggae and punk coming together within their community. This alliance would never have been formed if Rough Trades ethos of caring for the music and ignoring the mainstream was not brought to the front.  

How was Rough Trade different to large corporations? 
Large corporations were all about the profit and taking huge cuts out of their band/artists money. Whereas Rough Trade did not care for profit they were happy to spend months at a time on getting the album right. Apposed to larger corporations who had a time frame, as they are selling catchy mainstream music that everything will like. It was also important at Rough Trade for artists to write their own lyrics, however in large corporations they would a lot of the time pay song writers for this. Most importantly for Rough Trade it was all about the music, their band/artists image would be reflected naturally through whatever they chose to do. Yet bigger corporations would have make a particular image for their artist they would not just leave it to growth of the artist, thus linking again to the issue with time. 

What techniques were used to expand the Independent music scene?
The ideology of the Independent label being a "Do it yourself" alternative was it's main feature. They gave artists and bands the opportunity to make their own records without a record label. Rough Trade used techniques such as getting a hold of distribution companies yourself, cutting out the record label as the middle man. It had the alluring appeal to artists at the time who struggled being signed and making their albums especially if they were not mainstream pop or rock music. Daniel Miller was one of these, with an electronic style music he pressed 2,000 records in 1978 started "Mused Records" which later became an important Independent label. This arose in 1977 Richard a member of Rough Trade came up with the revolutionary idea of "Independent nationwide distribution". Artists that took on their techniques were French punks "Metalabam" they pressed their own album and started their own music label. Scritti Politti took on the technique of helping each other they printed their production budget on their album sleeve, so other artists could know what the costs would be. "Desperate Bicycles" also printed a "how to do it" instructions on their album sleeve. 


Desperate Bicycles record sleeve, how to do it theory applied:














How did this lead to Rough Trade's expansion? 
Rough Trade realised that they should press their own records and work with the distribution companies themselves. This mean't that they could get everything done independently and more importantly they wouldn't have to share their profits with larger companies. They also followed through with one of their ethos' by helping out other independent record shops, by picking shops in different regions all over England. They would see what records they need and share their unusual records. They expanded the costumers they were looking for and realised they should aim to please everyone because ordinary people should be exposed to all different types of music. 


What type of business structure existed in the 1970's?
The structure was to keep everything fair, to care for the music rather than the profit. They cared a lot about politics and with activists who believed greatly in equal pay between the record label and the artist/band. 


Explain the successes of the distribution department and record label?
Rough Trade had signed successful bands and artists in particular, in 1978 Belfast punks "Stiff Little Fingers" were signed on a 50/50 contract and who became vastly popular. In 1979 they released their first album 100,000 copies and Rough Trade had a distribution accolade with them being the first album from an Independent label to sell this many. It number 14 in singles chart and put the label on the map. 


Scritti Politti's record sleeve, production cost applied:





Friday 23 September 2011

23/09/11- Journal



Today's Journal
sony_bravia_balls.jpgToday as a group we looked through all of the briefs, we were stuck between two briefs. Eventually we decided that "Tonic" would be the best choice for our group. We came to this conclusion due to the fact we wanted a bohemian style to our music video. We already know that we want to incorporate time-lapsing, inanimate objects talking and moving and colourful rubber balls or marbles to appear falling within the music video. We know that our main visual expressions we want is colour and vibrancy. 
SonyBraviaAd372.jpgTonic is the brief for the independent band of boys that work with
the record label "Rough Trade". We have spoke over the fact that
we want a girl to be in the band and possibly play a saxophone or
being the lead singer of the band. But we have not yet decided this, 
so it might change, I'll update when decided...



marbles-6-master.jpg

Tuesday 20 September 2011

Music Videos- Goodwin's Theory applied. (Amy Winehouse)

Amy Winehouse- Back to black



                                Stills from the music video:


 
                                One. Genre characteristics
The genre of the song is blues/soul, this genre of music is carried throughout the whole of the music video with it's characteristics widely shown. Firstly  the mise-en-scence her outfit and the outfits of all of the extras are black and solemn for a funeral, which connotes the deep pain of the blues music. However it truly shows  how the soulfulness of the music is displayed as through these costumes the peoples raw emotions are put on display for every one to see. The settings used characterises the blues & soul genres well as it's profound and shocking, it's a painful experience of the artists/bands put on display. This is what they have done in this music video being in a cemetery makes it the music video feel all the more surreal, thus making the viewer even more emotional. It's about pulling emotions from their viewers with painful honesty.

Their are other typical characteristics such as the props, to create as much reaction and in a sense astonishment using an actual hearse. Using this it would again make the viewers feel possibly relatable through their own sufferings, yet it generates a shock factor and makes people stop and take notice of the music video. This is itself could be deemed as an untypical characteristic as blues and soul music videos should be calm and have less shock factors. Yet this is just an interpretation by the singer of making her lyrics literal, as it brings back the characteristics of soul and blues that primarily you are telling a true story from your life. Adapting your music video to be vivid and honest is also a characteristic, dramatising this just makes it all the more compelling.
                                  Two. Lyrics and visuals

Their are generally a lot of matches between the lyrics and the visuals, but of course some are more obvious than others. Amy Winehouse sings the repeated line throughout the song "I go back to black", and the whole music video is set in black and white. This connotes a sense of everything being gloomy and unchangeable. The line "Get on without my guy" and she is sitting on chair all by herself and in the whole music video even surrounded by people she seems isolated and alone. Their is an obvious gap between herself and everyone else. Amy sings "I died a hundred times" in the chorus whilst in a cemetery and looking solemn, it connotes herself dying over and over again inside, mentally. The constant repetition of the word black combined with the imagery being in black and white, their are a lot of black items to connotes the images of death all around.



                                   Three. Music and visuals
The music and visuals are predominately are matching and are in sync with each other as when the music hits its lowest and deepest notes the far more upsetting imagery appears on screen. Again the music hits its pinnacle just as the funeral is over, to connote it's all finished their is nothing left to do or say anymore. The music's beat matches certain visuals perfectly such as when they are all walking in front of the coffin, or when Amy is alone in the bedroom by herself. The beat also matches when everyone is standing around the grave and the beat is matched with the rose being thrown in to the grave for the visuals so that the emotions can be let out.


                           Four. Demands of the record label

Amy Winehouse is mainly shot within long-shots, mid-shots, 3/4-shots and close-ups. These were all used by the record label to make her seem far more relatable to the fears, the closer they are to her the more emotion they'll feel. From her raw emotions presented in the close-ups and mid-shots will make people far more compassionate towards her. The song is quite dark so to get the full effects the audience would need to be able to see Amy's presence as this is what is so strong it carries the whole music video. She is the main focus, where every ones attention lies within the music video, this is what her label wanted to prove that the lyrics are meaningful and stem from her own feelings and experiences. Thus meaning these camera angles were an attempt by the record label to get across that she is all about honesty and sharing her secrets and feelings and that music was a massive part of her soul.
                           Five. Notions of looking/voyeurism

Their are not that many uses of voyeurism's expect for the main fact that Amy Winehouse does not really look through the camera len's. Also she does not look at any of the other characters, neither do they look at her only a few characters do and this is only momentarily look at her throughout the music video. Their is one particular scene were she is sitting on the bed looking into a photo frame. Near the end of the music video she sits in front of a dressing table and mirror and tries to pull herself together using her reflection as guidance.

                                Six. Intertextual references
Their are not many intertextual references throughout the music video, although Amy Winehouse can be referred to the typical and generic grieving woman. In her tight little black dress, with dramatic and heavy make-up and hair to prove that their are not in a good nor well state.

Music Videos- Goodwin's Theory applied. (Blur)

Blur- Coffee and TV




                                                         One. Genre Characteristics
The genre characteristics of this music video do match the Brit pop genre, as it has an independent feeling yet has peformance scenes. The bands image matches the genre as they are all either wearing hoodies, plain shirts, slim leg jeans (skinny jeans) with touseld and messy hair. This all connotes the feeling that they could not be bothered and that they are independent they do not have to worry about their record label. Their setting also connotes the sense that they are independent that their record label do not give them much slack. They perform near the end of the song in a basement connoting a sense of losity as if they are able to make their music whenever theirs no rushed deadlines.

The milk carton on a whole denotes a cheesy and childlike quality to it, which is relatable to the pop genre. It is simplifying the matter by using an animated character that walks in a jolly way, almost as if he were about to burst in to a dance at any point. This is a key code and convention for a pop music video, also it feels over acted which conotes again a sense that the audience is having to have the acting simplified for them. This definately relates back to the genre, this is why pop videos are so recogniasble because anyone can understand them.

The use of props when in reference to the band surrounds music, such as they are only really shown when holding an instrument. This shows us that this is their main focus and that this is all they really care about and need. Thus showing their independence and their need to make music for themselves which is a typical independent genre reference.

Their are unsual links in the characteristics of the genre such as the song being about a break up, yet instead of doing the traditional pop esque scene of a couple, it is represented through a missing persons ad on a milk carton. Which is also an idealy American aspect, although their are now missing people's ad's on milk cartons it is still highly referrable to America which takes away from the Brit pop genre. It is not in any way a traditionally English thing to do.  

                                                              Two. Lyrics and visuals

Categorically when the lyrics hit a particular dark point within the song the visuals begin to match up to the lyrics. This is shown quite vividly throughout the alley scene where the lyrics get darker and the alley is pitch black and only light dimly by the strange creatures within. In the song they reference the fact that they are going to the countryside with the lyric "do you go to the country ". In which the images on screen show the milk carton within the countryside.

The song and chorus in entitled" coffee and tv" in which throughout the video visuals match this as the milk carton is visually present and it is an ingredient for coffee. The lyrics "brain dead virtually" match the images of the milk carton nearly being strimed by an old lady and her garden strimmer and nearly being run over by a motor bike. The lyrics "take me away from this big bad world" are used as the milk carton jumps on to the back of the motor bike and is being driven off to safety.


                                                             Three. Music and visuals

Their is a turning point within the songs lyrics at the end when he returns home and the now dead milk cartons spirit rises up to the female milk carton and they meet on their way up to heaven. The beat matches up when the milk carton is walking along the street, it is as if he is matching the beat of the music with his strides of walking. When the milk carton dances on the street curb when he see's the female milk carton it is to the beat of the music. After the dark alley scene the music picks up happily in to the chorus again, at which the milk carton is elated to find the missing man through the basement window.

 
                                                      Four. Demands of the record label

They are very independent and modist they do not need to be the main focus of their music video. Their are not many close-up shots of the band this could be used by the record label to suggest they ave been around for a while now, that everyone knoes their names and faces. This ploy by the record company makes the band seem very vast and popular. It even acts as a ploy to get more fans as not enabling new viewers to see the band for long infers that they will want to find out more about them, they come across rather mysterious.

Mainly mid-shots, long-shots, 3/4-shots and wide-shots are used throughout the music video. Again this could be used by the record label to make them seem busy and unattached from the rest of the world. That they don't even realise the viewers are there to show just how engrossed and passionate they are about their music. It is even focusing on the whole band the record company would have choosen this so it would make it easier for them to sell the band as a collective.                                                      Seven. Notions of looking/voyeurism

Their are lots of voyeurisms to the missing man's face, as it is primarly seen on the side of a milk carton, throughout the majority of the music video. In his families house their are a lot of family pictures and he is present in many, there are even photographs just of him in there house, at which they gaze at him missing him. As his father does in the opening images to the  music video. Their is also a scene in which their is looking through a curtain to look at a girl. His parents look through a kitchen hatch (window) through to their daughter who is on the telephone.                                                              
                                                               Six. Intertextual References

The green monster in the alleyway scene is a generic reference of the film industry to show a sci-fi monster to have a glow and to be green. It also shows the generics to many films about teenage runaways, and how the father is the lead role within the family setting.

When the milk carton finally finds the missing man, the milk carton watches him through the basment window.
The missing man see's his face on the side of the milk carton and looking at this side of the milk carton leads him to an image of home and his family. His parents look through the back window of their house for their son.

Study of a music video director: Garth Jennings: Vampire Weekend Goodwin's Theory:




One. Genre characteristics: 
The music video demonstrates genre characteristics from the indie music genre. It has the codes and conventions that would come from an indie genre music video, as it has a slow pace to it. It has comical edges such as quirky little stunts. Shows they are an independent label as they have a low budget set, with an exterior setting in the setting. The little stunts that they have pulled connote a low budget and little effort which connotes an independent record label and band. Their clothes are bright and casual, their connoting a sense of individuality and being vibrant also. 

Two. Lyrics and visuals:

Their are a lot of obvious yet small relationships between lyrics and visuals. Here the technique of using fast montage and fast cuts is used so that the viewer would have to watch the video multiple times to get all of the lyric and visual relationships. There is a particular lyric in which states "his was a shoe maker", and a pair of brown boots appear on the screen in the lead singer Ezra Koenig hands. The next line that makes a lyrics and visual relationship is "greatest hits 2006" in which a record sleeve appears with greatest hits imprinted on the front. Ezra Koenig then sings the lyrics "little list maker", in which a cardboard list appears in his hands and he opens up to divulge his lyric and visual relationship further. The next visuals is a drum in which Ezra Koenig starts to play after the lyrics "you were born with them fingers and your gonna use them all" are sung. The reference to his musical talents are down to his own physical abilities. The lyrics "it's a line that's always running" are featured alongside the whole Vampire Weekend band in which the camera on the dolly runs backwards, thus showing the dolly tracks ahead leading to the band . Connoting their journey as a band and how it is continual and that they are far from finishing yet. 


Screen shot one:


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Screen shot five:

                                  Three. Music and visuals

Primarily all of the music does match the visuals as it generally matches up with a simple action or image. When something is thrown and falls it matches the tempo to the song. When a new prop appears it matches the guitar riffs. When the band mates switch places it matches the sharp guitar riffs and drumming. Particular scenes the band mates are shown strumming on their guitars during guitar solos in the song. Also lead singer Ezra pretends to play a cardboard drum, whilst the music heightens the sound of the drums in the song. Continually the visuals are matching the up tempo and strong sounded music, as they unmask all of their jokes and tricks it seems to match perfectly to the songs beat and rhythm. 

                          Four. Demands of the record label
The band are the main focus of the music video, yet their never seem to be any particular close and relatable camera shots or angles. Such as their are no close-up shots of any of the band mates, so the record company do not want people to get too close. As if to connote they are the new interesting thing to look at, yet you can't yet reach them, they are still a bit of a mystery. This song is also from their second album, so the wide-shots, long-shots, 3/4-shots and mid-shots all connote a sense of longing perhaps for this new and highly awaited album. The band being a distance away is used by the record label to make them all that more desirable.

                          Five. Notions of looking/voyeurism

Although the band are constantly looking in to the camera towards the audience, this is the main piece of voyeurism in the entire music video. However their truly is not anything else, besides lead singer Ezra putting on a pair of goggles and looking straight at the audience.

                                Six. Intertextual references

The first intertextual reference which is deemed as possible the main reference is the infamous "morphing" sequence in  Michael Jackson's "Black or White" music video. In Vampire Weekends video they used a series of black turtle necks and some paper masks. The next intertextual reference is to James Bond when the lead singer Ezra Koenig dresses in a tuxedo and holds out a martini to the camera. It is also a reference to the generalized spy and mysterious man within Hollywood films. 


Study of a music video director: Garth Jennings: Biography.

Garth Jennings:

Biography:
Garth Jennings is not only a music video director he is also film director and makes adverts. The films in which he has made are "Son of Rambow" and "Hitchhikers Guide to the Galaxy". The television adverts he has made include the "fox's biscuit" adverts and the "PG Tips" advert with Johnny Vegas and the blue, cloth puppet monkey. His production company "Hammer and Tongs" started off making music videos for years and then in 2004 they were approached by Disney and began works on "Hitchhikers Guide to the Galaxy". He is in partnership with his best friend Nick Goldsmith, in their "Hammer and Tongs" production company. Garth jennings has always been inspired by the childish spirit within you this is why he constantly makes media texts with humorous and sometimes childlike references. He likes letting his own childhood dreams and aspirations seep through in to his work, this is why a lot of his music videos have that goofy kind of comedic stance.

                               Pictures of Garth Jennings:


                                                    Garth Jennings and Nick Goldsmith


Videography: