Magazine Advert

Digipak Draft

Digipak Draft

Advertisment Costs

Labels broadcast there artists in which ever means possible, the main form of advertising has now switched. The most common form is now internet advertising using the likes of google.com. Youtuibe and social networking sites such as Facebook and Myspace. However there are still the usual forms such as television, radio, and film adverts.

Social networks do of course have official advertising options available for advertisers. The most usual form is banner advertising, where the cost can range from £1 to £20 per thousand impressions depending on the level of targeting.

Facebook has advertising throughout their website and have introduced a pay per click advertising programme. It does tend to cost a minimum of 20p per click, but there are also general awareness effects to also factor in.

I requested quotes for advertisement on NME radio and 4music channel for the band on these websites: http://www.radioadvertisingcosts.co.uk/ http://www.tvadvertisingcosts.co.uk/

I instantly recieved emails back:
Dear Jack,
Thanks for contacting us and requesting the TV advertising costs for 4Music.
To provide you with the most accurate quote, we need you to confirm the planned length of your TV commercial 10,20,30,40,50 or 60 seconds. The month(s) in which you would like to advertise and whether you would like to run a light-weight, medium-weight or heavy-weight campaign, any other requirements such as daytime or peak only will also effect the price.
If you would prefer to discuss the details and best strategy over the phone or in person please call me on 0844 656 0943

Kindest regards,
David Yorath

Managing Director
Guerillascope
364-366 Fulham Road
London SW10 9UU

Dear Jack Long
Thanks for requesting the latest advertising costs for NME Radio  one of our experienced radio buyers will be in touch with you shortly to provide you with the latest availability, costs and advertising options.
You may be interested to know that the average listening figures for NME Radio are estimated at 3,554.

If you would like to discuss a booking please call us on 0844 656 0857 , we can also help you with production of your radio commercial.

Best regards,
Radio Sales Team
Guerillascope
364-366 Fulham Road
London SW10 9UU


Unfortunately NMEradio never contacted me with a quote and when I replied to 4music requesting a light-wieght campaign, lasting 20 seconds during peak time in July 2011 they never emailed back.

I later went on to find out for a cost of £1500 you could have a one or two week campaign lasting 3 hours of 20 second slots for advertisement, depending on the radio station.

I did further research into advertising on the television for £5000 you are able to aquire a light-weight campaign of 3 hours worth of 20 second shots on peak time slot. This is based on the ITV channels such as ITV1, ITV2, ITV3 and ITV4. 

Music Video and Band Questionnaire Results

Questionnaire results and analysis

Ancilary Task - CD Cover Draft

Music Video and Band Questionnaire Analysis

As in the previous questoinnaire i made sure there was no mid-way answers only yes and no. We asked the same 20 people we asked on the previous questionnaire. 15 of the 20 people had heard of A-Ha which wasnt surprising but all 20 people had heard of the song "Take on me" which shows the song is bigger than the band. Many people then said they know the song through TV adverts etc. The high majority (18/20) enjoyed the song and said it had a catchy tune. I asked if they had seen the video in which only half replied yes. I then showed the other half the video so they were able to answer the next question. I asked what their thoughts on the video were, in which i got numerous respoonses. Including: Original, interesting, outdated, confusing, fun, entertaining, good story line etc. When I asked the 20 people if they would be interested in seeing a remake of the video all of them replied yes, which shows that the original video may now be quite outdated in the world of 2010. In response to the final question "Any ideas for the video?" the main responses was for a love scene video like the original. This questionnaire has been very helpful  as it shows how we can adapt our video from the first one and make our video the best it can possibly be.

Music Video and Band Questionaire A-Ha

Are you familiar with the band A-ha?

• Yes


• No

Do you know the song "Take on Me"?

• Yes


• No

Do you enjoy the song?

• Yes


• No

Have you seen the video?

• Yes


• No

What are your thoughts?

____________________________________________________________

Would you like to see a remake of this video?

• Yes


• No

What would your ideas be for the video?

___________________________________________________________

Digipak Template

In order to make our digipak for the CD, we've downloaded a template on which to model it:

Audience Research Analysis

20 people were asked to fill out our questionaire, I specifically asked yes and no questions due to if there is a mid way point the mind automatically gos for that answer. 11 were male and 9 were female. This could possibly give a scoped view to the results. All of the people were aged between 15-20 years old. Only 1 person out of the whole 20 doesnt listen to music often, this makes it better for our results as they will have an extensive view and knowledge on music and videos. 15 out of the 20 people were familiar with 80's synthpop which is helpful as this is the genre ini which we wish to make a video. How they acquire music is abit more spread out, each section has roughly the same amount, this is good as we can do a CD pack and a magazine advert ancillary task as this attracts to all customers. The vast majority, 17/20, have all watched a music channel ranging from Viva, TMF, Q and Kerrang, this is helpful as we know which are the most popular to post our video on. The majority of the the people would like a performance and narrative video, this is pleasing as these are often the most entertainable videos to watch and produce. Also we are going to make a video which fits in with the lyrics of the song. This questionaire has been very helpful into the production and organisation of our music video.

Genre Mood Board

Institution Research

Warner Brothers Records

Marketing strategy is a process that allows organizations to concentrate its resources on opportunities to increase its sales and achieve a competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal.

When organizations try to create a marketing strategy for there band or artist they usually incorporate the 3C’s.

• Corporation - initially the record label needs to maximise its strengths to achieve success.
• Customers - this part is where the record company has to optimize its range of market coverage, geographically and/ or channel wise the primary interest is the needs of the customer.
• Competitors – Making sure that you have the edge over your competitors is important. The image of the label and the band is possible he most important aspect of gaining the advantage. Also spreading advertisement across more floors than your competitor is also needed.

Today Warner Bros. Records remains one of Warner Music Group's dominant labels, with around 120 artists on its roster. Despite the divestiture, WMG currently enjoys a royalty-free license from Time Warner for the use of Warner Bros. trademarks, although this could be revoked if WMG comes under control of a major motion picture studio. In 2006 the Warner Music Group signed a licensing and revenue-sharing deal with internet video service YouTube. According to a New York Times report, this reflected ongoing efforts by YouTube to deal with the fact that many of its user-generated video clips include copyrighted music and images sourced from commercial TV and film productions. Under the agreement, YouTube would use special software to identify recordings used in videos posted by users and then offer the owner of the copyrighted content a percentage of the fee for advertising that would run alongside the clip. The deal also allowed the copyright owner to demand that YouTube remove the clip^.

Most record labels sign numerous acts to their labels to try and make as much money as possible by signing a range of artists to meet the customers needs. For example Warner Brothers Records have hundreds of bands sign to their label including

· Arctic Monkeys

· Cher

· Eric Clapton

· Jason Derulo

· New Order

Lyric Analysis

Magazine Advert Analysis

• The setting of the photo ties in with the album name/theme.
• The trademark logo of the band fills the screen.
• Description of the album.
• Logo of organisation that will distribute the album and the price at which it will be sold.

Audience Research

1. Gender?

• Male



• Female

2. Age?

• 15-17



• 18-20



• 21-23



• 24+

3. Do you listen to music often?

• Yes?



• No?

4. Are you familiar with 80's synthpop? (A-Ha, Eurythmics, Frankie Goes To Hollywood, Pet Shop Boys etc)

• Yes?



• No?

5. How you acquire your music?

• Buy CD



• Download



• Listen to the radio



• Youtube/ Spotify

6. Do you watch music channels?

• Yes?



• No?

If yes which ones?_______________________________________________

7. Which type of music videos do you prefer?

• Performance



• Narrative



• Performance/Narrative

8.Do you think music videos should follow the song's lyrics?

• Yes
• No

Magazine Advert Analysis

• The title of the band is spread vividly across the top of the advert, it catches the readers attention.
• The picture of the brightly coloured dressed lady adds individualism to the advert and can result in the picture being permantly printed into the memory.
• The senery in the back ground of the picture creates power and domination to the female genre, especially when the woman is seen to firing a beam of light out of her hands and feet.
• The advertindicates that this world the woman is placed in is not our own (different planet/ dimension) as the raoad is seen to be scaling upwards to the clouds.
• The advert clearly shows what it's trying to promote as the tilte of the song is spread in symetry to the tilte of the band.

Magazine Advert Analysis

• Uses lots of graphics (background, lemons, paint spill)
• Name of background big bold and eye catching
• Some ratings from known organisations (mojo, Q)
• Couple of lines about what the advert is telling you about
• Logos of organisations which will distribute the product
• Puffs with infomation on
• Tends to be smaller font where the general infomation is located (small print)
  

CD Cover Analysis: The Human League - Don't You Want Me?

Conventions

• It has an abstract purple and yellow colour scheme
• The fonts are all very formal and quite simple
• The band members are all striking relaxed 'camp' poses and looking at the camera. The two main singers in this song are separated from the rest, as they're in a contrasting photograph

CD Cover Analysis: Pet Shop Boys - West End Girls

• Colour Scheme - Black and white picture and graphic. Some colour used on the band name and song title, this draws the eye to this part of the cover. Contrasting colours with the blue background and red writing connotates lights outside a club or a west end theatre sign.
• Long shot of the two gentlemen striking a "camp" pose, this is quite common of CD covers of this period in time.
• The setting of this cover is very similar to parts of the setting in the video, the walk through tunnel.
• The costume design also fits in with the "camp" look of the video with the long coat, the blouse like shirt and the cowboy neck tie.
• The bright light at the back is edited in to make the scene more contrasting, this is noticible due to the shadows shown from the lights facing the actors.
• The font for this CD cover is the same as most other Pet Shop Boys covers. They have encoorporated the elongated E aswell .
  

CD Cover Analysis: A-ha -Take On Me

• The bold headline strikes the page and makes it clear who the artist of the album belongs to.
• The actual band members on the front cover of single are presented and strike a camp/ bad boy pose which indicates what genre a-ha play without even hearing any of their material.
• The graphics and IT skills put into this cover are not up to date, however this cover was most probably designed and created in the early 1980's. 
•  Most qualities of this single are part of the sterotypical 1980's look with the flicked up hair and leather jackets.

Textual Analysis: New Order - Blue Monday

We have decided to analysis songs and their videos that fall into the genre that we have chosen. The genre we have chosen in 'synthpop' and the song I will be analysisng is 'New Order - Blue Monday'.




There are three versions of the music video that were released every time the song was re-released; 1983, 1988 and 1995. I will be analysising the 1988 version.This is one of the most influential songs in a genre that was already a major force in British popular music - Synthpop/Electronica.

This video doesn't seem to have a clear storyline, it is a strange order of totally random events. This song is believed to be about either drug addiction, child abuse or a failed relationship; an idea that would easily coincide in the video with the halluicinations experienced with certain drug's use. The main theme throughout this video is a number of pieces of random artwork on a constant stream creating a video effect. The artwork stream is regulary interrupted by clips of people and random objects, but one that is constant is a story of a Weimaraner dog and a tennis ball. Although, the dog and the tennis ball appear in the video with other objects.

The video begins with a shot showing a dog's leg resting on a yellow tennis ball. It then goes into the stream of artwork, the stream is first interrupted by the dog on it's own, and then by the tennis ball on it's own. The interuptions from then on are a regular pattern of random events such as a toy frog, a baby doll and a carrot.
The stream then flows into a similar artwork series showing the song's lyrics for a section of the song, as they're being sung. The lyrics begin to be shown when a ship is mentioned in them. When this section ends, the video begins to follow the same pattern as in the first half, but this time images of ships are regulary shown as well as the dog and the tennis ball. The familiar pattern is followed until the video's end, ending with the same shot as begun with; a shot showing the dog's leg resting on the yellow tennis ball.

The camera shot throughout the video are mainly static as the shot is filled with the constant flow of artwork, however, the interrupting clips in various shot types. The start and end of the video are tilting shots going down the dog's leg to show the tennis ball. Apart from this, the shots are mainly static, with the execption of a few pans and tilts.

The only effects evident in the music video (Apart from the constant stream of artwork - if you'd count that as a special effent) is the tennis ball and the way it floats around the dog and people.

There are no outdoor shots in the video, all the shots apart from the artwork are shot in what seems like a warehouse, or a blank room. For this reason, there is no natural light, so the shots are all lit by artifical light.

Textual Analysis: Pet Shop Boys - West End Girls

This song by the Pet Shop Boys fits into the synthpop genre we have chosen. This video doesnt have a clear storyline but the costume and settings work well together to create continuity. The setting involves a town/city centre with lots of shops flats and high streets. The costume also fits in with the continuity due to the suits, skinny ties, long coats and perms.

There are many shot types seen throughout the video, many are shown in the opening 30 seconds. The fast snappy shots at the start show a wide range of shot types including long shots, close ups and extreme close ups. There is also alot of fast past panning between the quick head and shoulder shots. The actos in this part of the video seem to have no idea that they are being filmed. However when it cuts to just the singer, the shots used here are head and shoulder shots. He is positioned to the left of the screen with the other person in the shot further back and to the right. There are also many close ups and extreme close ups of people emotions and the singer lip syncing along to the words.

Most of the transitions at the start of the video are fast staright cuts, this is due to this part of the song being alot more up beat and a faster pace. However when the song slows down and and the beat isnt as fast.

Day scenes in this video are completely lit by natural light to fit in with continuity. However the night scenes use low key lighting to try and make the effect of the singer being in a walk through tunnel or on a highly lit street.

This video also uses a few special effects such as the black and white view, this creates a more sophisticated look to the video. When there is a two shot of the singer and another person infront of a set of roller doors, both people at one point fade away and become opaque. One final special effect is the shot overlap, where two seperate shots are used in one shot. This effect means you can see two parts of the story in one angle.

Genre

We have chosen to base our music video around the genre "synthpop". In synthpop, synthesizers are the main dominant instrument. It originated from a new wave of music from around 1970's to the mid 1980's. Artists that come under this genre: A-Ha, The Human League, Eurythmics, Pet Shop Boys and Tears for Fears.

Textual Analysis: Take On Me

Take on me- A-ah

Take on me was originally introduced to the music corparation in the 1980's written by a norwiegen band. The single hit the top 10's in both the USA and UK and was a huge a sucsses.


The video is set in several different enviroments. The opening scene shows several characters who seem to beging a race. The shots are fast paced and use the technique shot reverse shot on both close up's of the characters faces and body parts of the motor bikes.

Although the characters are shown as real people their portrayed to look as if their re-telling a black and white comic book. There is hardly any moving camera shots when the charaters are in the "comic book" and is shot with lots of different single still photographs which gives the story line and video itself a fast paced feel to it. This is one of the main reasons why we chose to use this particular video, having a fast paced video gives us the oppotunity to gain high marks in our own music video. Other camera shots that are regually used throughout the music video are such techniques like the zooming in and out. This shows detailed facial features and the emotion the specific character is feeling, for example when the female actress notices the moving picture in the cartoon magazine her eyes widen and an extreme close up shot is taken to emphasise her facial emotions.

Nearer the end of the music video the main male character throws himself into walls to sway the cartoon effect off himself. The camera emphasise the power the main male character slaming against the wall when it cuts on match on action. Without the cuts it would not give the same effect it dose at the moment.

The way all the characters are dressed is very 1980's (especially in the diner when the woman is sitting) which is not that suprising as the video was set in the 1980's.

Another media technique used frequently throught out the video is the amout of transitions used. A first example is the amount of fades, it was used to link reality between the cartoon magazine world. The fade also indicates a period of time has passed which adds more emotion to the character. Another common transition that cropped up was the straight cut, the fast paced pictures link well with the chosen transition, if it were to be another such as fade then it would not have the same up beat pulsing rythm that the video originally has.

Preliminary project

AS Final Project

AS Final Project

Coursework 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 cover for its release as part of a digipak (CD/DVD package)
• a magazine advertisement for the digipak (CD/DVD package)
• a website homepage for the band

AS Final Product

Magazine Front Cover -                        Magazine Contents Page -

Magazine Double Page Spread - 

AS Preliminary Project

Magazine Front Cover -                        Magazine Contents Page -