Advertising.
What is it all? It's 360 degree marketing, highly orchestrated to promote the image that the record label wants. It's a contemporary advertising campaign, driven by Web 2.0 for a predefined target market, in this case, 7-14 year old girls primarily. Syco Music has designed the website to be the home hub for all of One Direction's advertising.
Advertising starts with constructing a brand. In One Direction's case, by running off the back of X-Factor losers, they gained a lot of public goodwill, which mean that the public was very accepting of the group already. It also provided a stable base for the marketing team to build on. One Direction is a group of 5 boys who can sing well, but not outstandingly. They have pretty faces, but are marketed to be innocent, naive, all of the advertising is designed to show One Direction as this sort of summer camp love interest.
The end result of all this advertising is supposed to be profit. In our jobs as the record label for a new upcoming band, we have to shift our band's product to gain money. We have to sell the album, single, as well as the video and tour tickets.
We can do this through the more contemporary online marketing campaign, through which we could create a viral network via YouTube videos, Facebook or Twitter. We could create a website from which all news and fan interactions could take place. We could create a store with which to sell merchandise such as clothes, or accessories like mugs, calenders or posters. We could even create an iPhone or Android app to promote our band.
Alternatively, we could advertise our artist via endorsements, for example, One Direction endorses Nokia phones, with a new 1D Nokia C3 and C202 phones coming out soon, as well as Twitter endorsements via Ollie Murs, who comments on 1D. As it happens, Ollie Murs' record label is owned by Sony, as is Syco. Finally, we could go with the traditional broadcast media. That is, magazine interviews, TV spots, radio advertisements, billboard posters and bus stop posters, etc.
One Direction's advertising campaign is pluralistic. This means that aside from their main target market, they are also targeting a secondary and possibly even a tertiary market. The secondary would be older girls, teenagers aged 14-20. The tertiary would be the primary market's parents. They have to like the product for them to buy it. If they find the boys appealing, then they are much more likely to buy an album or a single for their children. They may even like the band themselves, buying the single because they like 1D as well. It's all a cunning plan to sell as much product as possible.
Monday, 26 September 2011
Reflections on 1D website
Posted by Latymer Media 2010 at 10:54 0 comments
Labels: research + planning
One Direction website research
Even on the news page is an item dedicated to selling the group; personalised gift prints, messages to send in their handwriting. There is information on the tour dates, as well as competitions to win a copy of One Direction's book, as well as a video of their reflections of the book signing.
On the sidebar to the right, there are also Facebook and Twitter comment boxes, which allows the target audience to interact with the website and thus give them a more vested commitment to the website.
Also on the website are photo and video pages, on which you can post comments from Facebook. There are also fanart pages, where fans can post their photos that express their deep passion for One Direction.
Posted by Latymer Media 2010 at 01:30 0 comments
Labels: research + planning
Thursday, 22 September 2011
Intertextuality in Music Videos
Busted - Year 3000
There are a lot of intertextual references in Year 3000, most notably is a reference to Back To The Future, with a time machine (a souped up car, ala the DeLorean from the film).
A 'flux capacitor' is mentioned, referencing the film directly, with the neighbour resembling the Professor as well (albeit a child). At the very beginning is a reference to the old Amiga 3000 game console, with the ancient graphics and shooting of pale green aliens (Alien Invader). When showing the 'triple-breasted women', it's both a reference to Total Recall, which features a triple breasted stripper in the bar, as well as the ancient sci-fi show convention of having triple-breasted women as aliens, which is one of the oldest clichés in science fiction.
The location of an underwater city with animated creatures swimming around seems to reference Spongebob Squarepants. The animation style also seems to resemble Futurama (this resemblance is strengthed by the 'Big Dan's Calimari' ship, which looks like the Planet Express ship). It offers an interesting insight into what the future might be like, which is nothing like what old sci-fi novels represent the future as, all robots and machinery.
Posted by Latymer Media 2010 at 10:01 0 comments
Labels: research + planning
Wednesday, 21 September 2011
Music and Me: Reflections
During class, we discussed our song choices posted on our blogs in great detail. For example, who we chose, why we chose them and what we might choose in the future. During childhood, many of us shared similar tastes in music, many people enjoyed listening to Busted or the Spice Girls. There was a sense of going along with the crowd, because it was what everyone else listened to. There was a sense of fitting in and it gave you something to talk about in school. On many occasions, music tastes were heavily influenced by parents or older siblings, who were often the ones to introduce them to the music. These bands were absolutely everywhere; played over the radio, on CDs bought by parents/blasted out by siblings on hi-fis, on posters at bus stops, it's no wonder our song choices are mostly mainstream pop bands. It was a musical sensation and almost a complete monopoly on the market. I can't remember many bands from the 90s except the major groups like S Club 7 or Steps, which shows how effective their marketing was. It was camp, it was upbeat, it was peppy and quite honestly, it was absolutely brilliant. Any child in that time would have been absolutely enthralled by the music and the dancing.
Steps - Last Thing On My Mind
It was when we entered secondary school (or thereabouts) that we start to stray away from the mainstream hits and start to form our own music tastes, exploring the wide world for different genres. Around the same time, the iPod was invented. Suddenly, music became portable. You could bring an iPod into school and show your friends the coolest new song and just like that, music became viral. Bands that children had never heard of before could be listened to just by someone bringing over their iPod for you to listen to. This meant that musical taste was no longer just browsing through the vinyl records or CD section of HMV, it was whoever had a computer with enough space to store their music and enough money to afford an iPod.
Children nowadays have almost instant access to any kind of music they want through websites like YouTube, or applications such as Spotify and iTunes. I suspect that music will become progressively more available for younger generations as technology continues to improve and become easier to use. With shows like X Factor, or Pop Idol, people can go from unknown to pop sensation overnight, with YouTube videos being linked everywhere over Facebook and Twitter (as with Justin Bieber). A potential problem with these 'overnight sensations' is that real talent starts to disappear, as these people with good marketing teams start to gain a monopoly on the music world. It's amazing what a handsome boy with a few beauty shots will to do the average teenage female.
Posted by Latymer Media 2010 at 10:48 0 comments
Labels: research + planning
Monday, 19 September 2011
Costume design
Posted by Latymer Media 2010 at 10:49 0 comments
Labels: research + planning
Friday, 16 September 2011
Music Video idea for Goin' Down
My idea is that for the first verse, she could be being interrogated by police in the station (or turning herself in by going up to patrol officers). But instead of telling them upfront, she could be flirting with them all the way through, showing that she still has power over them.
When it goes to "There was this boy", we could cut to the Epping forest shot of her dragging a body along (panning through trees optional). Then we cut to her tracing his face with a hand sensually, with a manic smile on her face. Then at "eight feet underground", we shovel some dirt onto the camera.
When it goes to the chorus, we cut to her being locked up in prison, with the band playing behind her. I think it would be most effective if we have a lot of jump cuts in time where she keeps moving around the room making crazy actions and random twirls.
If we keep the second verse, we keep up the flirting, like, shoving the officer against a wall and straddling him with a leg maybe, then pushing him away laughing. Anything to play with his mind, to show that she's manipulative or crazy.
When it gets to the second chorus, I was thinking that we could go to a scene where it's her and her boyfriend before the affair, like, they're having fun outside or something, maybe at a funfair? But there should be little hints that he's not as faithful as he should be, like maybe checking out some girls walking down the street.
Then when it gets to the softer part, we should cut to a late night, she's been out working (or partying), she comes home and goes upstairs to find her boyfriend with another girl (taking that line literally). We *have* to do the cliché sheet grab thing. We could cut to her attacking him with a steak knife or we could just cut back to Epping forest, where she throws a cigarette (or a spade, I'd prefer the spade) on top of the camera.
At "And now there's no one left", we could show her sitting at home against a wall, knees to chin and staring at a photo of them together, which would probably involve her smiling a lot and him with his head in the space between her shoulder and neck and trying to kiss him. After the pause from "Drag", it should cut back to her at the police station, acting a lot more violently and crying. In the silence that follows, we see her walking out of the police station completely unhindered. This whole section is supposed to show that she's remorseful for her actions. Or is she?
Because the very next chorus, we have, you guessed it, her by a burning car and singing out the remainder of the song with the band and she would be acting exactly as crazy as she's shown to be inside the jail cell.
Problems:
-Burning car.
-Police office (possibly someone's study? We need blank walls and a simple desk). -Jail cell (bars? Would Edmonton Police Station let us film in there? If not, we could get the Seward Studio and repurpose it?).
-Lipsyncing the song (maybe her lipsyncing the song all the way through would suggest that she's insane? You know that stereotype that insane people speak to themselves? Maybe everyone hears this song as the ramblings of an insane woman?)
These are my thoughts, I think it would be interesting, but perhaps too story driven. But it would be an idea, definitely. Not sure if Ms. B will like it. Not sure if you guys would like it either. I flicked between down here and about the Seward Studio, I think we could do a lot of stuff in there if we made it look right. Anyway, I'm done.
Posted by Latymer Media 2010 at 09:25 0 comments
Labels: research + planning
Tuesday, 13 September 2011
Joseph Hahn - Music Video Director
One Step Closer
Papercut
In the End
Pts.OF.Athrty
Somewhere I Belong
From the Inside
Breaking the Habit
Numb
Leave Out All the Rest
Bleed It Out
Shadow of the Day
What I've Done
New Divide
The Catalyst
Burning in the Skies
Waiting for the End
Iridescent
Wretches and Kings
Posted by Latymer Media 2010 at 04:17 0 comments
Labels: research + planning
Friday, 9 September 2011
Potential Music Videos to cover
Today, we agreed on the first members of our group, me, James Reader and Olivia Cole. This is still subject to change, but we have no problem accepting another member. We also went through some songs and we (or rather, Olivia) decided on our band type, which is to be a girl rock band (a rock band with a female lead, as opposed to a full female band).
Goin' Down - The Pretty Reckless
This is a nice angry song to burn a car to. Our idea is one of a rebellious teenage girl and this song is very punk, it's very fitting for our needs. However, one of our concerns is that the references to the Catholic Church could be offensive. In my opinion, if we're going to burn an old car, we might as well go the full mile and rebel against the church. The song is about murdering a lover after he cheated on you though, the church just happens to feature.
My Medicine - The Pretty Reckless
This song is a lot slower than the last one. It has a different effect. This one is a lot more sluggish. It gives me the feel of a hazy back room in a bar, with smoke whirling around in the air. I'm not sure if it's angry enough for what we want, but I can definitely see us using this to play with mental conditions.
Hit Me With Your Best Shot - Pat Benatar
Now, this song is a lot less angry and a lot less punky. It makes sense given that it's an 80s song. This song was for a slightly different idea than the one we had. There was a plan to shoot a music video for this at Alexandra Palace skate park, due to its graffiti. Something about tying me up to a chair and pushing me over. It was a lot more light hearted than my current thoughts on the rebellious girl.
That said, these songs are still subject to change. We still have to go through a lot more girl rock bands and we might find one that fits our needs better.
Posted by Latymer Media 2010 at 12:39 0 comments
Labels: research + planning
Wednesday, 7 September 2011
What Music means to me
Children - Robert Miles
This track was what got me into the dream trance genre. When I was about 7 or 8, I spent a lot of my time on the computer while listening to this track. I feel as though this track defines my childhood because of its constant beat. There are many different threads in this track, they all go in different directions, but the beat is always there, keeping it on track, binding it together into a coherent piece of music. I can apply that to my childhood, as I always to slack off, but my Mum would keep me working so that I'd do well in school. I appreciate the efforts now.
Somewhere I belong - Linkin Park
This song reflects my early teenage life. I felt really lonely because I was so socially awkward (and still am). I didn't feel like a part of any group so I was on my own for most of my time. I'm sure that there were attempts to befriend me but I didn't understand how the friendship dynamic worked and I just felt that no one liked the stuff I did or understood why I was how I was. I wanted to find my place in society. This song describes my desire perfectly. It was also one of the first ever Linkin Park songs I listened to. My friend brought over the Meteora CD one day and I was hooked instantly.
Firework - Katy Perry
Firework is a song that I feel reflects my life currently. I feel as useless and lonely as I did in my young teens, but now I have a glimmer of hope, mostly provided by my art and my friends. There's a future in sight for me now and everything is slowly coming together. If I can put my talents to good use, then I'll never want for use again. One of the problems I have right now that the song covers is my lack of self confidence. I don't think I'm good at anything, it's especially hard when my Mum keeps comparing me to people who work harder than I do, or people who just have more talent than I. It's kind of depressing, but I just have to keep my spirits up.
Posted by Latymer Media 2010 at 08:07 0 comments
Labels: research + planning
Album cover research
Posted by Latymer Media 2010 at 05:28 0 comments
Labels: research + planning
Tuesday, 6 September 2011
Semiotic Analysis
Coldplay - The Scientist - X&Y - 2005
The Scientist is about starting over in a relationship, about a scientist who wants to rewind time to when they were still together.
The video starts are the end of the story, with Chris exhausted on a moldy old mattress. It shows him going back through an urban setting to the countryside, which suggests going back to simple times, as there is a common conception that the 'big city' is complicated and the countryside is more plain. It also suggests that life is continuing around them and that the countryside is isolated, where they're in their own world. It's implied that life is complicated after the breakup/loss. The imagery of Chris throwing away the jacket seems to suggest Chris throwing away a burden or trying to get rid of his loss. Perhaps it represents his heart. Chris sings about how "nobody said it was easy", reflecting on the difficulty and stress of breakups. The video shows how Chris loses his girlfriend in a car accident, which represents the event that splintered their relationship.
The whole video is in reverse, suggesting that Chris wishes to rewind time, undoing whatever he did wrong. The lyrics suggest that the Scientist was too busy "guessing at numbers & figures", not playing enough attention to his girlfriend. The song suggests overall that if he had another chance, he would cherish his girlfriend much more and pay more attention to her.
Scientist is very Coldplay, similar to previous songs with of love underlying many of their songs.
Posted by Latymer Media 2010 at 03:37 0 comments
Labels: research + planning