Promo CD cover

As well as designing a magazine advertisement, a promo CD cover is an important element of music marketing and is required as part of the portfolio. Below are some CD covers that stood out to me and are appropriate to myself as a pianist and share a number of the common features found in the magazine advertisements.


The excellent composition of picture and text caught my eye in this cover and I loved the sepia effect. I noticed that, again the darker background made the white and brown capitalized text stand out to the buyer making it a brilliant choice of font colour.


The photography is stunning in this cover. The composition is perfect as Vanessa is slightly off centre and the colours are beautifully put together. The passionate red of her dress and lipstick against her pale skin and black hair really sets the photograph off. The photograph will certainly be edited on the computer so I will use similar programmes such as Photo shop and Serif Page Plus. I love the background too as it really compliments the main colours of the photograph with combined hints of red, green and yellow. Vanessa's pose is also very striking, the photographer has thought about how to expose the violin in an original way away from the usual pose you would see when looking at a violinist.


The simple combination of red and white text in this cover works well. I also noticed that, like the magazine advertisements there is a varied choice of fonts to make it look interesting. The photograph is of excellent quality and composition and I like the way the light purple and floral top suits the slightly darker purple frame.



The clever use of the black and white photograph and red text has a brilliant effect here. I really like the way the photograph is extended into the sleeve note. The lighting makes an interesting contrast between Megumi's face and arms in comparison to the black piano. The combination of the italic dark red font and the bright red capitalized font really compliment each other.

I will need to experiment with different compositions, angles, lighting and placement of the camera for the best result.

Analysing magazine adverts

As an artist in the ever changing music industry of today you have to be able to sell yourself. In order to attract potential fans and listeners the artist needs to create an individual, fresh image of themselves. Marketing and advertising is a major gateway to getting yourself recognized and informing people of your work, for example upcoming gigs and new CD releases. Adverts can be shown just about anywhere from billboards in streets and bus stops, to the Internet and television. As part of this unit of work, I will design a magazine advert to inform the public about the release of my promo music video. First, I need to analyse a selection of magazine adverts to identify what exactly needs to be produced.

Click on the images to make them larger:









After analysing some magazine adverts I realized that there are certain elements that they all share in common:

-an individual style of design to bring across the artist in an original way.
-a bold heading in the largest font size within the page.
-fonts are capitalized and often centered to be made clearer and tended to be black against a white background or vice versa.
-a subheading that tells us the purpose of the advert, i.e. 'out now' or an album name.
-kept simple and informative with a limited amount of words.
-excellent visuals that portray the message so that the text does not have to!
-persuasive comments to attract potential buyers, i.e. 'exclusive bonus track'.
-the less important information was written in a smaller font and placed at the bottom of the page.
-varied fonts and text sizes to keep it interesting.
-a colour scheme or a limited amount of colours as so not to distract the reader from receiving the information.
-further advertising such as a web page.

Traditional Film Camera Techniques

The following are the camera elements in any scene:

Field of View
Transitions
Camera Angle
Camera moves
Panning
Dolly shot
Crane shot
Lenses
Zoom Lenses and the Vertigo Effect
Depth of Field Effects


Basic camera shots
Extreme long shot - Characters are small in frame; all or major parts of buildings appear establishes physical context of action; shows landscape and architectural exteriors.

Long shot - All or nearly all of the standing person; large parts of a building shows a large scale action; shows whole groups of people; displays large architectural details .

Medium shot - Character shown from waist up; medium-sized architectural details small groups such as two or three people.

Close-up - Head and neck of character; objects about the size of the desktop computer fill frame focus on one character; facial expression very important
Extreme close-up The frame filled with just part of a character or very small objects facial features in a character or small objects.

Transitions
In film or video scene consists of a sequence of shots. The joining together of the individual shots to make a particular scene is accomplished through transitions.

The transition may be from one camera angle to another camera angle or from one camera to another camera. The editors task is to put together a set of individual shots into a scene. The simplest transition between shots is a straight cut, which is an abrupt transition between two shots. Another type of transition is called a fade, in which the overall value of the scene increases or decreases into a frame of just one color. For example, a fade to black may indicate the end of the sequence. When one scene fades out as another scene fades in this is a dissolve. These dissolves are used frequently to indicate a passage of time. For example, you might have a shot moving down a hall and then a dissolve as it moves into a different part of the building.

Another type of transition is when one scene wipes across the frame and replaces the previous seen. Wipes can move in any direction and open one side to the other or they can start in the center and move out or the edge of the frame and move in. Wipes are very noticeable and best not used often.

Camera Angle
The camera angle helps to determine the point of view of the camera. Viewers expect the camera to show a level horizon. High and low angled shots give variety to the camera angles and both give away different perspectives. High angled shots may force the viewer to look down upon a character and make them appear vulnerable whereas low angled shots makes a character loom above us and make them appear important and superior to us. The shots will not always show characters but building or objects for example.

Camera movement
There are several fundamental camera movements that were developed right after the invention of motion picture cameras and are still used today. Using a virtual camera you can make almost any move, however, it is still a good idea to use these real world moves. These moves include the following:

Panning and Tilting
For both of these shots the camera is stationary and rotates in a horizontal (panning) or vertical (tilting) plane.

Panning is used to follow a moving object or character, or to show more than can fit into a single frame, such as panning across a landscape. It is also used as a transition between one camera position and another. Tilting is slightly different in the sense that the camera is moved in a vertical director up or down used for example to look up at a tall building from the ground.

Dolly and Tracking shots
A dolly is a small wheeled vehicle, piloted by a dolly grip, that is used to move a camera around in a scene. A dolly shot is a move in and out of a scene, i.e. the movement is parallel to the camera lens axis. A tracking shot is a movement perpendicular to the camera lens axis.

Crane or Boom shot
This is when the camera moves up or down, as if it were on a physical crane. The same considerations for panning and tilting apply for crane shots.

Zoom Lenses and the Vertigo Effect
A Zoom lens has a variable focal length and so camera "moves" can be made without actually moving the camera. Professional cinematographers use the zoom very sparingly and generally prefer to move the camera. Amateurs love the zoom and can create some very nauseating motion by combining zooms and rapid pans. A zoom changes the angle of display so spatial relationships also change.

In the movie "Vertigo", Alfred Hitchcock took advantage of this feature to create a what is now known as the vertigo shot. This involves synchronizing the movement of the subject with the zoom so that the subject is always the same size, but the background changes. Here is an example of a vertigo shot.

Depth of Field Effects
Real cameras have a depth of field, i.e. only part of the image is in focus at anyone time. Many CG cameras have an infinite depth of field, i.e., everything is in focus, and this looks unnatural. More advanced CG systems have cameras that emulate real lenses this way.

One way to change the center of attention in a scene is to have one object, e.g., in the foreground, in focus, with the background out of focus. Then an object in the background is brought into focus, with the foreground object now out of focus.

Storyboard, actors, scenes and locations

Click to enlarge:











Mise en scene

I need to think about what to include in each frame carefully and have been inspired by the music videos I have already analysed. Here are a few examples of how I will create mise en scene in a shot to create meaning and purpose.


1. Two shot - placing the couple in a shot together will highlight their companionship.

2. Close up - showing the couples facial expressions up close will show the audience how happy they are together.

3. Long shot - when Chris leaves his house to go away from home, I framed the shot to show the dustbins and part of the garage door to identify his house clearly. He also carries a suit case with him to indicate that he is going to stay somewhere.

At the start of the video, I will try to find ways in hiding the artist's identity to hold mystery and suspense.

1. Firstly I may add a mid to long shot of a group of stepping stones over a trickling stream, and the artist jumping over them. I will make sure to frame the shot so that only the bottom half of the artist was showing, hiding her face.

2. Then, I will include a dolly shot of the piano that moves behind the artist again hiding her identity until later on.

Props
Suitcase
Car
Piano + stool
Actors
Myself
Chris Bradbury

I have decided to use myself and my current boyfriend, Chris as the cast in my music video as we are of the right age (teens) and have a young, healthy relationship. The connection between the two main characters has to be felt by the audience in order for them to capture the romance and emotion in the video.

As I see Chris on a regular basis it will be easy to find time to film with him and allow me, as a director to be very precise about how he should play his character.

Camera crew
Myself
Becky McLoughin
Chris Bradbury

As a proportion of the scenes shot included me and Chris together, I need another camera crew member to join us. Even though Becky will be behind the camera a lot of the time, I will make sure to frame and direct each shot myself, using Becky to stop and start the recording.

Locations

1) Piano scenes - in main school hall

I have decided to use the school hall for several reasons. Firstly, I need a wide open space so that I can vary the distance and framing of shots. The use of the balcony will allow me to include birds eye and high angled shots of the artist which will give variation to the video. Also, in parts of the video where the hall scenes are shot, it is important to show the main artist alone to confirm her as a soloist and reinforce her sense of loneliness in the video. I think the desertion of the hall was perfect for this.

The small grand piano in the hall is a beautiful instrument and produces a full, rich sound and its warm colour tones match well to the outdoor scenes in the woods. I love the look of the hall with its high ceiling, huge windows, wooden floor boards and panelled walls which will give the artist a high class, professional look.

2) Outdoor scenes - Barton Hills/ long stretch of road/ anywhere

I have chosen my outdoor filming location Barton Hills because it is a picturesque place with lots of stretching fields and hills which will create a tranquil mood that I want to portray.

Lighting
I will need to choose relatively bright days to film outside, with no rain or a lot of wind as this would disrupt filming and may cause damage to the equipment. I also need a shot of a sunset for the concluding shots so I will try and pick a clear, sunny day to film on (if that is possible in October!) I learnt that it is best to film in day light as my Foundation portfolio, which was shot at night considerably lowered the quality of the final outcome.

Costume
For the scenes featuring the young couple, the costume will be up to the actor/actresse's choice and consist of every day casual wear. I will make sure that each actor and actress has sets of clothing for the different time settings in my video.

For the shots of the main artist playing the piano, I will wear a professional concert dress as this is something of what a musician would be expected to wear at a professional concert venue.


Scenes and locations

Barton hills: shots 1-3, 5+7, 15, 24-30, 41-46, 50+51
Main school hall piano scenes: shots 4, 6, 8-9, 31, 33-35, (38+40)
Chris listening - shots 48+49

Me and Chris together:
Car - shots 10-14
Wall - shot 16
House/street - shots 17-21, 22-23

Music video outline and narrative

I have timed the piano piece section by section and where it is appropriate to the narrative. This has given me an outline to timings of each scene/shot of the video. Some timing will obviously change when it comes to editing but this is to give an idea of what will happen during the video.

0.00 - 0.11 : Barton Hills. LS of countryside - me alone in fields. CU --> MS throwing stone into stream.

0.12 : Pan from behind me playing piano. Varied shots of me playing such as MCU, birdseye, ECU of hands, piano hammers etc. / field shots

0.34 : MCU of me, reminiscing... memories/flashbacks in black and white/sepia - me and Chris together (e.g. hugging, low angled shots, laying down) All need to be in familiar places as I will appear alone in the places later on in the video. At end, Chris says goodbye, car drives away.

0.55 - 1.46 : Faster paced, mood of music changes. I am running after the car in frustration. Shots of me alone upset and angry, missing Chris. Shots of us together and fading (need to find out how to use effect).

1.54 : Main theme of music returns. Shots of me playing

2.15 : Me alone in places shot before of me and Chris. Need to be familiar landmarks/trees etc. / playing piano. Chris returns. LS - run to meet each other

2.38 : Sequence of previous shots - string of shots / Chris and me reunited.

3.00 : Playing piano happily and Chris listens.

3.33 : Walking hand in hand, pan up into sky/clouds. Maybe sunset?

3.45ish : End.

Institutions and audience

How is a music video made?

Stages:
1. The label, artist(s) and management agree what to release as a single.
2. The video commissioner makes a shortlist of possible directors.
3. The video commissioner sends the track with a broad brief, summarising ideas for the project, to shortlisted directors.
4. Directors provide outline treatments to the video commissioner.
6. The director develops the idea with storyboards and location photos.
7. An art director, wardrobe people and director of photography are enlisted, locations are booked, sets are designed.
8. The sets are built.
9. All personnel are on site for the shoot.
10. Shooting complete, the film is transferred to the tape for editing.
11. The editor produces a rough-cut, which usually takes about three days.
12. The label, artist(s) and manager view and comment on the rough-cut.
13. Changes are agreed and made before visual effects are added.
14. Online finished video is passed to label to release to TV stations and airplay in advance of single release.

The key institutional players in all this are the record company, the video production company who employs the director and the music TV channels.

The record company signs up an artist or band, and pays him/her/them an advance. The advance covers most of the costs of releasing the single including marketing costs. The record company employs a video commissioner who develops a brief for the video, including the budget and deadline and sends it with the music track to one of more directors.

The video production company represents a director within a particular territory. The company acts as an agent on behalf of the director, seeking work for them and negotiating with the client and also produces the video.

The director listens to the track, looks at the lyrics and outlines a proposal. This may vary from an outline script to an animated storyboard indicating a general idea for the video and this is then sent to the client. The next stage is to produce a detailed budget with the record company and commissioner which is concluded in a meeting.

Once the budget is fixed, the production unit get to work. The key members of the unit are:
- Production designer, in charge of the sets and overall image.
- Director of photography, in charge of lights and cameras
- Production manager, in charge of logistics, such as location and props
- Choreographer, depending on the artist and type of video
- Production assistant, who keeps records to ensure continuity
- Wardrobe person, make-up artist and stylist
- Additional crew members, such as camera operators, electricians, grips, runners, set constructions etc.

Shooting
A shoot usually takes about five days of preparation and one or two days of actual camera time. Whatever the budget, the job of the director is to make it look as good as possible for the money, but shooting costs can be high. After the shoot, the producer and production assistant spend a day or two wrapping up the whole event, as well as getting invoices from unit members and cast so that everyone gets paid.

Editing
The shoot only produces the raw material, not the finished product. Back in the 80s and 90s most music promos were actually shot on film, the first stage was it for to be sent to a lab for processing. Due to latest technology, all filming is now digital and has greatly eased the editing process. While low-quality at first, consumer digital video increased rapidly in quality, first with the introduction of playback standards such as MPEG-1 and MPEG-2 (adopted for use in television transmission and DVD media), and then the introduction of the DV tape format allowing recording direct to digital data and simplifying the editing process, allowing non-linear editing systems to be deployed cheaply and widely on desktop computers with no external playback/recording equipment needed.

Forms and conventions

- There is a relationship between the lyrics and/or music and the visuals (with visuals either illustrating, amplifying or contradicting the music).
- Particular music genres may have their own personal music video style.
- The record company is demanded for lots of close-ups of the main artist/vocalist.
- The artist become their own star and develop their iconography, in and out of their videos.
- There are likely to be inter textual references, either to other music videos, films or TV texts.
- There is a relationship to be considered between narrative and performance in music promos.
- The music drives the editing by its tempo and mood.
- The camerawork is very important. How the camera is used and how images are sequenced has a significant impact on meaning. Camera movement, angle and shot distance all need to be analysed.

CD/DVD package

I have chosen to design:
- a cover for the music promo video's release as part of a digipak
- a magazine advertisement for the digipak

I plan to work on the ancillary texts after the filming has been done, during the editing stage.

Deadline for filming: 16 October
Editing: 19 October

Planning for production

Plan of action

To have all of the following before starting to film:

- List of props, locations, actors and extras (if any)
- Decide on costumes
- Dates set for filming in specific locations and sent to the people involved
- A high quality recording of the piano music I will play
- A storyboard indicating shots, editing, timing etc.
- A written version of the video with specific timings

Researching my target audience

Definition:
In marketing and advertising, a target audience or target group is a group of people that something is aimed to appeal to. A target audience can be people of a certain age group, gender, marital status, etc. (ex: teenagers, females etc.) A certain combination, like women from thirty to forty is often a target audience. Other groups, although not the main focus, may also be interested. Discovering the appropriate target market(s) to market a product is one of the most important stages involved with market research. Without knowing the target audience, a company's advertising and the selling efforts can become difficult and very expensive.

I have got to think about my target audience very carefully as it is a very important stage of the development. I need to sell myself to the world and imagine myself as a solo artist, placing myself in the competitive world of the music industry.

I found this graph to give me an idea of which genre of films are seen as most popular. Even though these are not specifically music videos it shows that Romance, which is the theme on which my music video is based, is ranked third out of fourteen genres. I am pleased with this result as it has given me confidence that it is a popular genre and broad enough for a wide target audience to interact with.



The most apparent factor that came to mind for my music video is age as I think that, generally speaking, my music video will apeal to both genders - female and male. Typically, age ranges break down as follows:

- Kids 5-11,

- Tween 11-14

- Teen 13-16

- 17-21

- 18-24 and 18-34

- 25-54

- 54+

These age ranges can be broken down even more but this is enough to help me decide which age group appeals to my music video the most.

Music video target audience
My own knowledge tells me that music videos appeal to a broad range of ages in the world today. Music videos first became known when The Beatles became an international sensation with 'Strawberry Fields Forever' and 'Penny Lane' attracting viewers with new, reversed film effects, dramatic lighting and clever editing. When 'Yellow Submarine' was released in 1968, many countries with local pop music and the trend of music videos spread fast. The music video industry continued to grow through the 1970s with bands such as Queen releasing their very successful 'Bohemian Rhapsody'. By the mid 1980s releasing a music video with the artist's new song was seen as standard. I think that this was one of the key points in the industry when music videos really took off when Michael Jackson's 'Thriller' took the industry to a new level.

This means to say that we are looking at most people from age 28 and younger as these were the kids born in the 80s. These people grew up around the evolving music world and in my opinion lived in the best era! Besides these, however, are the younger generation who are more exposed to music videos than anyone else as the industry has just grown and grown.

However, due to the latest technologies I believe that the slightly older generation has become aware of the music industry today. Technologies such as the development of MP3 downloading software (e.g. iTunes) and devices (e.g. iPods, MP3 players), internet access to band pages and music orientated sites such as Myspace, distribution technology such as Bluetooth, DVDs and of course, the development of thousands of music channels on digital and cable TV.

Target audience for my music video
From the research above I came to the conclusion that the target audience is between teenagers aged around 15 to the slightly older generation up to 30 year olds but it is important to keep the subject of my video in mind. As my music video will involve the story of a couple in love resulting in a 'young love' theme the target audience age may lower considerably to around ages 15 - 22. There is strong use of representation in my theme and how young love is portrayed which will attract viewers of the resulting age. In addition, I may cleverly attract back the larger age range as my video will not possess pop music and music of the younger generation but piano music that could be seen as 'film' music that I think all ages will like.