Magazine Advert Conventions

Generic Conventions of Alternative/Indie Rock Digipaks

Conventions of a DigiPak

Digipak (CD/DVD cover)

Brief:
A promotion package for the release of an album, to include a music promo video, together with two of the following options.

• A cover for its release as part of a Digipak (CD/DVD package)
• A Digipak is a style of CD or DVD packaging used to promote a particular artist.

My Digipak will have between 4 and 6 sides, including a front, reverse cover, spine and disk impression.

Editing Update 2

Editing continues to go well, especially with the performance pieces coming together fluidly and taking on a professional look. At the moment I am continuing to put the instrumental pieces in time with the mp3 file, and now playing around with fades and different kinds of cuts between parts of footage. 

However there has been problems with some of the footage. The problem has stemmed from the use of the strobe light during filming, which is causing a slight screen split on some pieces of footage. Luckily though this isn't on all pieces, and I have found also that sometimes the split effect suits the video.

During most of the footage of the band, there is a nice sort of filter effect on the footage coming from the strobe, which again works very well with the footage. This has led me to look further into different types of filters to place over my music video, ones I have looked at are mainly ones which give a blue colour filter such as the 'Berlin' effect. 

Another effect I have used which I like is having two pieces of guitar solo playing over the top of each other, and playing around with the two clips Opacity levels. This example is from my opening part of footage and I may include other examples of this technique further into my video.

Editing Update 1

Editing from the first lot of footage Is underway from footage taken of the performance concept of my music video. The band consisting of Guitarist and Lead singer, bassist and drummer played the song live in a number of takes. I am now viewing the footage and cutting the best bits, including the best camera angles of the instruments being played.  

Getting the footage to be in time with the mp3 music file is a major challenge, but so far is fitting well, especially with the main coming together of the instruments in the main part of the song.  

 



 

 



Filming Update 1

Filming is going very well, today the first part of the performance piece in my music video started and I was very satisfied. The band performed well together and a variety of shots were taken, different types of lighting were also used. Above we had the spot lights shinning down upon the band, used during the opening guitar solo.

Above you can see a difference in lighting for the filming. We decided to darken it all up after the main guitar solo had finished and was joined by the rest of the band, and use just a strobe light to add a blue sort of effect over them. This helped to create a more authentic sort of 'rock' look to the music video, and is one I shall use in other times of filming.

Shot Lists

Shooting Schedule

Target Audience Profile

Benjamin Mcstay

Age: 17

Occupation: Student

Class: Middle 

Q1.Do you have any hobbies in your spare time that you like to do?
A. "Yes I like Rugby, Skiing and going to the gym, all in my spare time, after sixth form and at weekends".

Q2.Do you like alternative rock music?
A. " Yes I do, I like particularly like listening to the Arctic Monkeys, I also like Rock in General".

Q3. What is your favourite Band or artist?
A. Artist- "Calvin Harris"
   Band- "Arctic Monkeys"  

Q4.Do you have a favourite music video?
A. " Nirvana, Heart Shaped Box"

Q5. What do you expect from a alternative Rock music Video?
A. "A bit of performance and some narrative with a majority of performance, the narrative should be controversial. 

Q6. What wouldn't you like to see in an alternative rock music video?
A. "The colour pink and bright colours in general, I don't feel a nigh club setting would work either. I feel a lower class sort of urban area would work better as a setting".

Target Audience Interviews

In my research into my target audience, I found two members to interview about my chosen genre, and their opinions of what to expect from an artist typical of the genre and in music videos from this category. I chose to interview Ben McStay, 17 and Alejandro Larios who is 17 too, and both fit into my primary demographic. The results I got were expected, they both like the arctic monkeys which is unsurprising due to their popularity within their genre. I will film my music video with a performance part and narrative concept as this is what my chosen demographic prefer.

From Alejandro's comments regarding his favourite artists, he mentioned the Red Hot Chili Peppers, I will continue to look at this group as part of my research and see what they do in their music videos, in order to take some inspiration from. I shall also look at Imagine Dragons, a band Ben said he liked to further gain ideas for my music video.

Group

For my project I have decided to work on my own other than working amongst a group. The reason for doing this is because I had my only unique idea that nobody else really shared, either for lack of same music taste of them having other ideas. I will direct and film the music video as well as edit it, with me casting people to act and perform in the video itself.

Target Audience Date, Secondry Data:

 
Above is the secondary data I have collected in my research in order to find my primary target audience demographic. For my chosen genre of Alternative/Indie Rock music, the primary audience is White Males aged 16-25. In my primary audience research I shall look to interview individuals and groups of people in these categories.

Generic Conventions of Alternative/indie Rock

Insperational Texts

I have looked at many music videos and the idea of a black and white filter is one I quite like. However I do not think that this technique would work well with my video, particularly as I plan on It opening with focus on the guitarist, so I will look to using other potential filter choices.

 

 

The speed of editing that takes place during a music video in this genre is also something I aim to replicate in my work as it is a very crucial aspect of the music video. Below is an example of a song by Jamie T that is similar to the pace of editing that i shall have for my music video. Faster editing with small cuts of footage help the video to flow, and it something I will need to have in mind when filming and editing my music video.

 

 Arctic Monkeys- The View From the Afternoon.

 

 

 

 

 

The above video showed the concept of both narrative and performance in an Alternative Rock music video and to me the basic concept of having a story line and live performance is key to a successful music video, as demonstrated in my target audience research work.

My video will be using both concepts in order to look the most professional and to hopefully appeal more to the potential audience. I shall also aim to replicate with my own take, some of the camera and editing techniques used by the artists who are most popular in the genre, with a variety of camera shots and filters to be used over the footage.   

Early Ideas

Early ideas from HarryW5

Artist Permission

I have gone through Facebook to contact my chosen artist whether I can use their song in my video, I await their reply and hope it is positive.

My Chosen Song: Audio

 


My chosen song, 'Don't sit down cause I've moved your chair' is one of my favourite tracks by the Arctic Monkeys. What I particularly like about this track is the opening guitar, and how it gradually becomes heavier as the song opens up. The song for me is the best tempo for the genre as it isn't too high tempo either, which also works well with my ideas for the song.

My chosen Genre, Artist and Song

My chosen Genre is Indie/Alternative Rock, with my chosen artist being The Arctic Monkeys. I have chosen this band as they are one of my favourite artists in my favourite genres. The song I have chosen is 'Don't sit down Cause I've moved your Chair' a song that again is one of my favourites.

Music Video Conventions

Brief

A promotion package for the release of an album, to include a music promo video, together with two of the following three options:

• a website homepage for the band;

• a digipak for the album’s release;

• a magazine advertisement for the digipak.