Branding

What is a brand?
a brand is the identity of a product, business or service, a brand can take many forms including a name, sign, symbol, colour combination or slogan. Brands can be legally protected which is known as a trademark, brands are almost a personality of companies, products or business. A global brand is one which is perceived to reflect the same set of values around the world, a few good examples of global brands are Coca-Cola and Mcdonald's. The Coca-cola logo is recognizable whatever language you might speak, the words and their styling become a symbol for the product, similarly Macdonald's is known for the 'golden arches'.


Brand Awareness
Brand awareness refers to the customer's ability to recall and recognize a brand in any situation and link the logo, jingle etc to that brand, this becomes a sort of shorthand for the brand through the associations the consumer makes in their mind. It also ensures that customers would know which of their needs would be satisfied by buying or using that brand, that is brand awareness.


Brand Promise
Brand owner's have a vision of what the brand should be and what it should do for their consumers. Brands create strong enduring bonds with their consumers so that the consumer will always buy a certain brand, the brand becomes trustworthy as the consumer believes they are buying the best eg "Beanz meanz Heinz" and thus the brand builds up a good reputation.

Brand Identity
The brand identity is typically the attributes which someone would associate with a brand and also how the brand owner wants the consumer to perceive the brand. Effective brand names build a connection between the brand personality which connect with the target audience. However, over time, a product's brand identity may evolve and gain new attributes from the consumer's perspective but this is not necessarily from the marketing communications.
A good example of a brand that has changed over time is McDonald's, originally Mcdonald's started out with a target audience of mainly children but as times have changed and the media has focused on the unhealthiness of McDonald's food McDonald's has had to evolve their brand image and alter their target audiences and they have done this very cleverly over time. We would have hardly noticed the change in the brand but looking back and comparing we can see how the target audience had now broadened to encompass the family suggesting Macdonald's is part of family life, and how the food has been portrayed as being healthy eg salad options, portions of fruit, prime beef and real chicken pieces.

Artists as a brand


Artists need to be branded in order to create an image and to portray their genre, some artists have a logo, a certain style of dress, haircuts or dance style which is evident  in each of their videos, for example 'The Saturdays' have certain colours for each member which we see in more or less all of their videos. I think with The Saturdays the colours work very effectively at creating individual images within the band but complying with overall conventions of their genre of Pop.





Other artists logos

This fits Katy Perry's brand image as she is very girly and acts sweet in her videos with controversial songs such as 'I kissed a Girl" i think this image works well to show she's sweet but mischievous as the colour clash and are typical girly colours whilst the hearts suggest a loving personality.

This logo suits Paloma well as the font is quite retro in an Art Deco style and she herself is quite classically stylish but quirky. I think the bird is a dove symbolizing peace but also her escapism from the conventional Pop genre and puts her own twist on it.

Molly

Research - Top 20 Album Sales of all time

This is the list for the World's Best-selling Albums from all time. The list has been put together from albums selling between the range of 31 million sales and even 100 million with the most famous 'Thriller' Album.  

Michael Jackson – Thriller – 1982 – Pop/R&B – 110 million sales

AC/DC – Back in Black – 1980 – Hard rock/Heavy metal – 49 million sales

Pink Floyd –The Dark Side of the Moon – 1973 – Progressive rock – 45 million sales

Whitney Houston ft. various artists – The Bodyguard – 1992 – soundtrack – 44 million sales

Meat Loaf – Bat Out of Hell – 1977 – Rock – 43 million sales

Eagles – Their Greatest Hits (1971-1975) – 1976 – Rock – 42 million sales

Various Artists – Dirty Dancing – 1987 – Dance/Pop - 42 million sales

Backstreet Boys – Millennium – 1999 – Pop – 40 million sales

Bee Gees ft. Various Artists – Saturday Night Fever – 1977 – Disco – 40 million sales

Fleetwood Mac – Rumours – 1977 – Rock – 40 million sales

Shania Twain – Come On Over – 1997 – Country/Pop – 39million sales

Led Zeppelin – Led Zeppelin IV – 1971 – Hard rock/Heavy metal – 37 million sales

Alanis Morissette – Jagged Little Pill – 1995 – Rock – 33 million sales

The Beatles – sgt. Pepper’s Lonely Hearts Club Band – 1967 – Rock – 32 million sales
Celine Dion – Falling into You – 1996 – Pop – 32 million sales

Mariah Carey – Music Box – 1993 – Pop/R&B – 32 million sales

Michael Jackson – Dangerous – 1991 – Pop/R&B/New jack swing – 32 million sales

The Beatles – 1 – 2000 – Rock – 31 million sales

Celine Dion – Let’s Talk About Love – 1997 – Pop – 31 million sales

Elton John – Goodbye Yellow Brick Road – 1973 – Glam rock/Piano Rock - 31 million sales

Within all of theses albums 8 of the 20, are Pop Genre. This shows that Pop is a popular genre and in some albums it is mixed with other genres like R&B and Dance, this shows that its a mixable genre. 

We have chosen to do 'Pop genre' due to it being popular and a clear favorite to audiences. We shall be able to mix genres within also maybe if we wish too. 

Poppy

Feedback: 17/10/10

A very good start - good detailed posts with theory and sources referenced.

Genre:
Get a few more videos/images into these posts e.g. the history of music video and analyse how the conventions have developed. Also apply all the typical conventions of music video to your analysis of the Cheryl Cole video . Then move onto the conventions of the pop video subgenre.
Branding:
Remember to move onto branding - definitions and how it has been used in the music industry - get a couple of artists with strong brand images and analyse their media products - videos, album covers etc...
Audience:
Remember to use all your psychographic profiling - Young and Rubicam- cross cultural characteristsics and niche consumer groupings - get an image of Maslow's pyramid to put in your post etc...

 Well done!  Miss McNulty

Initial Ideas and Audience

For our media project we are creating a Music video and also ancillary tasks, with a specific target audience. Using demographic profiling our target audience would be:
Female
Aged between 15-25
White British
Middle/working class
The typical female's 'General Lifestyle' would be: Jess, 5ft 3, single, part time working in retail at a local boutique store whilst at college/university. Live with their parents, she is an outgoing, and creative individual studying photography and media at college. Loves listening to music and going out at weekends with her friends. Very much into fashion and style, spending her wage at Topshop, Jack Wills, Abercrombie and Urban Outfitters. Recently been on holiday with friends to Aiya Napa. Never apart from her Blackberry, or Ipod.

I have chosen these 2 photos of the types of females our group would be aiming to target for our niche media products.

Another theory we have looked at would be Uses and Gratifications theory, by Blumler, McQuail and Brown. Our media product would give:

Diversion- for the audience to get away from problems and dilemmas in their own lives.

Personal identity- creates an identity they can be recognized for and makes people aware of them. 

Personal relationship- they can relate with the artist through lyrics. Also bring up discussion with others.

Surveillance- the audience can see what is happening in the artists world.

We have studied Maslows Hierarchy, and our artist would provide, love and belonging, self esteem, and self actualization, creativity and meaningfulness to their audience as well as being an inspiration.

The Young and Rubicam theory discusses the different 'types' of audiences and puts them into categories. The aspirer, the reformer, the explorer, the succeeder, the resigned, the struggler, and the mainstream. They all have individual ideas and ways of choosing their music taste, fashion, and moral values. For example mainstream which makes up 60% of people, would be into chart music, follow fashion trends and tends to 'stay safe' in relation to thoughts and ideas to 'fit in with the crowd'. Their core need in life is 'security'. On the other hand 'the succeeder' would be someone who is very goal orientated and strive to be the best. Their core need in life is 'control'.
The young and rubicam theory helps target the audience with the help of Maslow's Hierarchy to find out what the target audience really needs and wants from the media product. Whether it's something mainstream or alternative to be different and quirky and to be a 'succeeder'.

The Genre of our Music video/artist will be niche pop, with a quirky and stylish twist. Similar artists of today would include: Lady Gaga, Cheryl Cole, Katy Perry, The Saturdays, Girls Aloud and Beyonce.

Liv x

Conventions of Music Videos

History of Music Videos

Music videos have evolved over time and the conventions have changed. MTV which began broadcasting in 1981 was a massive influence on the music industry and there was a rise in music TV.  Michael Jackson was very successful with his high-budget productions such as Thriller (1983) and Bad (1987)



Some artists started to propel to mega-stardom, bypassing in some cases the traditional route of live performance videos, a good example of this is Madonna who;s videos have always been high profile an innovative. the emphasis on image, performance, choreography and the use of close-ups have arguably been especially helpful to the evolved success of female acts.

What is a Music Video?
A music video can be anything, they have specific conventions, can tell a story or be completely different to the lyrics but most importantly they have to be visually memorable and worth watching over and over. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music. Music videos can use a wide range of styles of film making including animation, live action, documentaries and non-narrative/abstract approaches.

"A distinctive art form which can allow really interesting creative opportunities" (P.Fraser 2005)

According to Andrew Goodwin (Dancing to Distraction 2003) the six points of a music videos are:

• Genre characteristics
• Visuals/Lyrics
• Visuals/Music
• Need to sell artist
• Intertextuality
• Voyeurism

By this Andrew Goodwin is stating that there should be or is...

• A relationship between the lyrics and visuals with the visuals illustrating, amplifying or contradicting the lyrics.
• A relationship between the music and visuals again with visuals illustrating, amplifying or contradicting the lyrics.
• Particular music genres having their own music video style and iconography, for example heavy rock tend to incorporate live performances. 
• There is a demand on the part of the record company for lots of close ups of the main artists/vocalist.
• Star iconography, in and out of their videos over time they becomes part of their star image.
• A likely reference to voyeurism, particularly in the treatment of women.
• A likely intertextual reference either to other music video, films or TV texts. 

According to Pete Fraser (Pete Fraser Teaching Music Video 2005) music videos allow more varied access to the performer than a concert can:

• as a guarantee of 'authenticity' of a bands musical virtuosity by showing them on stage performance or rehearsal room.
• To establish a relationship to familiar film or TV genres in a narrative based video.
• As a part of voyeuristic context by suggesting a setting associated with sexual allure, such as a sleazy nightclub boudoir.
• or, as John Steward suggests, to emphasize an aspirational lifestyle, as in the current emphasis on the latest gadgetry.

Typical conventions of a music video:

• Typical locations-urban areas, gigs, clubs.
• Typical Characters-musicians, singers, dancers, band, love interest, protagonist.
• Typical Mise en Scene- glamourous, instruments microphones, appropriate costume to genre.
• Typical Narratives-violence, people enjoying the music, playing instruments, cross cutting between artists and story, chasing the love interest.
• Typical Media Language- fades from scenes, close ups, bright lights, dynamic use of camera, lip synching, lyrics linking to the visuals.
• Typical Ideologies- love is important, passionate about the music and genre of music, music is a lifestyle not just a career.

Molly

Genre Research-Cheryl Cole, Promise This

Cheryl Cole - Promise This
This specific music video follows the genre conventions, of pop music. This is because she is a young female artist which is stereotypical of this genre. Andrew Goodwin said that the visuals must match the pace of the music and Cheryl Cole does this dramatically in this video. The Lyrics match the visuals extremely, as shown below:-


Alouette uette uette
Alouette uette uette
Alouette uette uette
Déployer l'aile
- This is French for "skylark," which means ''to have fun/frolic'' 

In the beginning 
There was nothing 
So empty - She is standing in an empty room (0.08)
In the space between 
- This could reference to her life because she has recently divorced her husband and this may have been the way she was feeling in the 'beginning' Then you came in 
Turned the lights on - A guy comes in and turns the light in (0.17)
And created 
What has came to be 
- We then get the feeling that this could link to her recent relationship to dancer Derek and 'created what has came to be' 
Before I hook your wings - Shadows of the dancers moves, represent 'wings' (0.29)
Cover me, please 
Spread your wings Cover me and - Silhouettes of mens shadows were 'covering' her (0.32)
- When she says these lyrics, we get the impression that this could mean she wanted somebody to protect her when she was ill. 

Promise this
If I die before I wake, oh
- This I'm guessing is linked to her serious case of Malaria in the past month, where she was close to death.
Promise this
Take the time to say your grace
On your knees  - The guy is on his knees looking up to her (0.51)
You’ll pray for me
- These lyrics are appropriate to the beginning of the chorus, its as though she was wanting everybody to pray for her so that she would get better
Promise this
Be the last to kiss my lips - She touches her lips (0.58)
- Overall the chorus, we feel, is aimed towards Derek and she is wanting him to be the 'last to kiss her lips'











Though I’m walking
Through the shadows - The image we see is of shadows and silhouettes (1.15)
- It was a really dark time, for her
You were with me
And you comfort me
- Derek was there with Cheryl throughout her illness
Lay me down now
Time for sleeping
But before that
Would you restore me
- Derek never left her side when she was suffering
Before I hook your wings
Cover me, please
Spread your wings
Cover me

Promise this
If I die before I wake, oh
Promise this
Take the time to say your grace
On your knees
You’ll pray for me
Promise this
Be the last to kiss my lips











That’s where we’re hanging on - She is leaning back almost 'hanging on' to the guy (2.23)
And I hope you don’t let me go
- As she's 'hanging' onto her life when she was suffering with Malaria, she wanted Derek there waiting for her to awaken. 
If you ever leave me
Know I wanna go with you
- This is saying that she wants Derek there throughout everything and where ever he wishes to go, she wants to go with him. This could also relate to Derek moving back to LA and Cheryl wanting to go over there to start over, as stated in the media. 

Promise this
If I die before I wake, oh
Promise this
Take the time to say your grace
On your knees
You’ll pray for me
Promise this
Be the last to kiss my lips







Alouette gentille les ailes
Alouette plumerai les ailes - She is floating and looks like she is an angel (3.19)
"Skylark nice wings, Skylark I shall pluck you"


Poppy and Charlotte


Stills From The Video

This still is from the beginning of the video where Cheryl is standing in an empty room, this is standard of music videos as it has been shot in a studio. The fact that this is shot in a close up shot shows that this is a pop video as this is one of the conventions of this genre. The shot has used high key frontal lighting to make her look very good looking which is stereotypical of the pop music genre.

This still is showing where the guy walked into the room and switched on the light. This is shot in a long shot camera angle in order for the audience to see them in full length. High key side lighting is used in order to add mystery to the guy in the scene.

As Cheryl sings about 'wings' and 'covering' her there is a shadow of a dancers arms which are representing wings. As this is shot in a medium close up using high key frontal lighting this is conventional of a pop video.

This still is taken from the end of the video where she is floating, the costume she is wearing makes it seem that she is an angel. It has been shot in a long shot so that we can see her entire body which shows us that she is not touching the floor. High key back lighting has been used to represent the sun to make her seem like she is very high up. As the video has been shot in a studio they have used smoke and fog machines to make it seem like there is cloud there.

Poppy & Charlotte

Alouette uette uette

Alouette uette uette

Alouette uette uette

Déployer l'aile

"Deploy the wing"

Alouette uette uette

Alouette uette uette

Alouette uette uette

Déployer l'aile

"Deploy the wing"

Alouette uette uette

Alouette uette uette

Alouette uette uette

Déployer l'aile

"Deploy the wing"

Conventions of the Music Video Genre

All genre texts combine "the same but different: (Nick Lacey 1999)
"The unexpected and the familiar" (Graeme Burton 2000)

What is a Music Video?
A music video can be anything, they have specific conventions, can tell a story or be completely different to the lyrics but most importantly they have to be visually memorable and worth watching over and over. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music. Music videos can use a wide range of styles of film making including animation, live action, documentaries and non-narrative/abstract approaches.

"A distinctive art form which can allow really interesting creative opportunities"

Research: Music Videos

Charlotte, Liv, Molly and Poppy

Introduction

Hello, in our group there is Molly, Charlotte, Poppy and Liv, we have chosen to produce a brand campaign for a new album which will consist of a music video, CD covers, Magazine Ad or a Website.

Molly, Charlotte, Poppy and Liv