Welcome to my blog!

Avoid using your full name.

Briefly outline what you've worked on + have produced. 

This is a good place to embed a YouTube playlist of any and all videos you viewed throughout this process (you don't need to have specifically blogged on every one to include in this playlist), including those we looked at together in lessons.

Reflective Essay

TBC

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Music Video Final Cut and alt vids

As you can see from my 'alt vids' section of the 10-part breakdown on video conventions blogging the concept of 'the' video is passing. Even if nothing more than a lyric video there should be at least 1 additional to the main promo video.

There is a separate earlier post for samples/rough cuts.

IN THIS POST...

The main 'promo' video for lead single "Track Title"

3 additional videos (reflecting standard practice to maximise monetising + audience engagement):

• visualiser
• lyric video
• single take video

THE FINAL CUT (main 'promo' video)

any brief context/explanation you think helps

THE VISUALISER

any brief context/explanation you think helps

THE LYRIC VIDEO

any brief context/explanation you think helps

THE ..........

any brief context/explanation you think helps

Digipak: drafts and final text

I've compiled a range of resources on this, including a vodcast, here. The full vids I used clips from are included here.

Put your final dpak at the top.

Perhaps within a Ppt put a summary of drafts, and details on font choice etc, next. As part of the reflective essay preparation but also to highlight how research has been APPLIED (key assessment term) it helps to summarise SOME influences from research here too. An annotated version of the cover is a simple way of doing this, or a short video or Ppt.

ABSOLUTE BASICS

The digipak is distinct from a jewel case

Jewel case = plastic, rectangular (though square insert for front cover)

Digipak replicates vinyl (theory hint: Retromania)

Its therefore more collectible + often has special/limited/collectors edition/s, perhaps with exclusive bonus (live/remix) tracks

Lighter + thinner, so retailers/distributors like them: cheaper to transport, more can fit on shelves

Often feature inserts: most commonly lyric booklets; sometimes mainly pics + extensive small print (rights/composers detail for each track - you can find such detail to use as a template) with just one lyric

Usually a relationship between front + rear panel (not always) eg M/CU to LS; face to back of head

Often a continued theme in inner panels

Minimum 4 panels - but there are many fold-out variations

You can find templates easily online

Companies that print these tend to provide guides + templates on their websites

LINK TO PACKAGE

The digipak, social + video need to be explicitly linked as a promo package

That can be really simple: the look of the artist

It can be more abstract: iconography used within the video, on the social banner/icon

Viral (UGC/fan-made) content/competition is also key 

Your social should be pushing both the other 2 texts:

- meeting with designers/directors

- photo shoots, set dressing

- brief 1st person (vlog style) vids from shoots

- artist meeting with editor

...loads of ways you can update fans + build appetite for/awareness for upcoming promo campaigns/release

For an existing artist you could (should!) invent a new album (title, concept etc) + treat the video as the lead single from it. Typically a compilation album - but album title doesn't have to 'best of'/'greatest hits' - it can have unique or sub-title. Lyric booklet and/or exclusive tracks for the digipak edition would be typical

Consider fonts: scope for initial title/s in video (Pixies' Bagboy interesting eg of diegetic font); for social memes; most obviously for digipak. Look at downloadable (free truetype specifically) fonts. Be sure to track/record your experimentation with fonts, including audience feedback + reasonging for rejection/selection (including links to existing artist style)

MAKING DIGIPAK DISTINCT FROM VIDEO; LINK TO SOCIAL

Basically...ideally don't just rely on screenshots from filmed footage, actually do a photoshoot, even if at the same time as a filming shoot

Setup for this (and of course for filming shoots) - make-up, set-dressing etc - all provide good social post material (+ should be evidenced anyway!)

SOME PAST STUDENT EXAMPLES

Routinely A* level...

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Social media: drafts and final text

This is a relatively easy text to produce, BUT you must ensure...

• you evidence thoroughly-illustrated and annotated/denoted research across multiple artists including your own
• as part of this you summarise findings from individual case studies (BOTH need to contribute individual research to all such conventions work before this joint summary) plus...
• identify specific + well-denoted key influences (all the above: same for conventions work for all 3 texts)
• you each produce an individual social
• the social name won't risk a takedown order, eg a nickname
• at least 20 posts
• posts are crucially demonstrating knowledge + understanding of industry + audience
• therefore the language, emojis, mode of address you use are crucial. You'll want good eg/s for the evaluation essay
• must include a viral/UGC concept, probably including a TikTok element (you can ask others to fake entries as fans; don't need TikTok account, you can present video as if from it)

Social media music from DB3igs

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Video sample/rough cuts

A very important post!

You should actively seek to showcase how the vision evolved over time, but also make clear links to audience feedback.

Post each sample/rough cut here as you go. Detail pre-production work in that post but include here clear, specific summaries of feedback on each video and YOUR reflection on this - what you intend to do next. 

You should end up with a range of videos here, so put an IN THIS POST heading at the top + list the range of videos.

If you're doing this last minute ... you can put together a single summary doc (ppt) tackling this, with clear reference to clearly named videos which you've embedded in order, oldest 1st.

The journey

An outline of the overall process, start to finish, including key dates and stepping stones - note these here as you go and edit your final post.

How long it took to agree/pitch a track and initial idea.

Sample shoots, significant changes of direction, impacts of ongoing research, impact of editing as a creative process.

Its a good thing to indicate that there were significant changes from the initial idea/s by the end.

A closing short summary of what you've learned along the way, how your skills/understanding have evolved (this can include teamworking, organisation as well as technical skills).

Uses of technology

Keep a track (+ finally edit to present an overview) of the technology you've used: hardware, apps, software, teamworking tools - noting some examples of specific tools you've used within these. You don't need to attempt to be comprehensive in terms of specific software tools used for example, just showcase the range of technology you've engaged with providing SOME detail of how you've used it.

Shoots

Each and every shoot should be very clearly detailed. What preparations did you take, what planning did you do? >> cast rehearsal or instruction; scouting; mise-en-scene, props, set dressing, costume, make-up; shot lists; equipment... Essentially showcase steps you took to control your creative process.

Briefly but clearly REFLECT ON/SUM UP how each shoot went - be honest about at least some mishaps, that is part of the journey and the idea of doing extended work like this. Indicate next steps each time. 

It is useful to post some clip/s (don't dump lots of footage on here though) of behind the scenes showing you/the group at work. Aim to show (evidence) how you each take on individual responsibilities at different times through this - and rotate this within a group too (eg there shouldn't be one cinematographer or director; you should each be taking on some of this role). You could alternatively build up a Final Cut project timeline with short clips as you go and post this at the end. Thats worth giving prominence by posting at the top of the post.

Pre-production

IN THIS POST:

1: a list of pre-production steps by theme

2: a longer list of more individual steps 

Major (overlapping) elements you need to tackle, always remembering any work you do that isn't specifically evidenced on your blog effectively never happened!

Its important if in a group to keep a clear record of INDIVIDUAL contribution.

Keep video clips, pics for all this in 1 or more FCPX libraries, including a copy of all resources inside the same HDD folder as the library itself. (so you'll never have a problem with missing clip). Try to rename clips/pics before importing them so you can search for them (tagging/keywords also help).

Use pre-production as a major part of social media content.

THE IDEA + NARRATIVE + BRAND/PACKAGE ... LINKED TO APPLIED CONVENTIONS/AUDIENCE RESEARCH

An ongoing process - never stop looking for sharp creative ideas; always be prepared to make significant changes following teacher/audience feedback.

Keep a clear, very specific record of how your media language choices are linked to your research.

The lyric timing sheet is crucial for thinking about how scenes might fit in, ahead of a later storyboard, and ongoing during post-production.

Apply specific narrative concepts to your planning.

You're creating a promo package; social media + digipak + video which need to be clearly linked. 

CAST, COSTUME, PROPS, MAKE-UP

Research into + rehearsal of performer body language + look is crucial for verisimilitude

You need to get anyone filmed to sign a release form entitling you to use their image

If you're not strong on make-up find someone who is (evidence your directing them)

Consider a budget to spend on clothing, props, make-up and diegetic FX like coloured powder (possibly also FCPX plug-ins, equipment)

LOCATIONS

Sound isn't a great issue but lighting (including testing night shooting) is.

You need to assess what level of passing traffic (cars, walkers, dogs...) there are that might kill continuity.

You need to do a risk assessment

You need to link choices into research + brand image.

Test locations for any issues with limitations on camera placement - also looking for additional vantage points (eg above the location)

SAMPLE SCENES/SHOOTS + EQUIPMENT EXPERIMENTATION

Compare footage with your smartphone + a DSLR; your phone may be better.

Are there scenes where GoPro is ideal? Generally a good idea to plan some use of these.

Drone shots?

Gimbal, dolly?

Be experimenting with FCPX tools - consider free or paid-for plug-ins too.

Evidence of any main shoot planning should be posted before the shoot, with 'rushes' (some sample footage) within 24 hours - and where possible, sample scene/s from this.

SOCIAL MEDIA, DIGIPAK + EVIDENCING WORK

Use your ongoing pre-production (+ eventually the shoots + then post-production) as a major chunk of your social posting + ongoing audience engagement.

Plan photoshoots alongside or separate from shoots for digipak and (simulacra of) media interviews/appearances.

Plan a viral/web 2.0/audience participation competition before any main shoots start.

Be clear on how your 3 texts are linked as a single promo package.

Keep/post notes as you go, but crucially with filmed footage/clips/pics where appropriate + consistently reference links to research. Make individual contributions (evidence of fulfilling every role) clear within any group. Organise video/pics within 1 or more FCPX Libraries, publishing initial videos as you go (which can be combined + refined later).

KEY DOCS + ORGANISATION

storyboard

lyric timing sheet

image use permissions

risk assessment/H+S

production schedule - you could also use the google calendar from your blogger account for this (though as a practical point, do add dates into your own phone calendar)

call sheets for each shoot

moodboards or annotated collections of images:

- for audience (consider 1M, 1F + 1 for secondary audience)

- my artist's look

- comparable artists' looks

Typical pre-production list

 An overlapping list, eg costume/props etc need ordering asap...

Conventions research

-          Specific possible intertextualities/influences

Initial idea outline/pitch > ongoing development

Track/artist research > fed into idea

Brainstorm list of possible scenes

Lyric timing sheet, incl. denotation of significant elements of music: the drop; pace

Location scouting (making links to research)

Permissions from cast (image use), locations where appropriate

Casting/rehearsal > sample scene/s (test idea + cast)

Final idea/scene list

Audience definition/research

Lyric timing sheets with scenes written in

Storyboard

Props/costume/make-up list and gathering (needs to start early)

Sample scenes ongoing + from as early as possible 

Production schedule for shoots

Shoot planning – for each one: shot list, call sheet (clearly define individuals in charge of filming, directing, production [responsible for call sheets + organisation])

Share footage

Edit

Rough cut1

Theory

As you go through the coursework process each time you've noted a theory relevant to this note it here, including how/where you've APPLIED it (such a key term in the assessment criteria) where appropriate. This includes those we go over in lessons, and keeps going through the critical reflection essay process. Explain the theory. This is generally useful for exam preparation too.

GLOBALISATION - Digitisation and disruption can only fully be understood through the linked concept of globalisation. Online distribution has accelerated the development of a genuine global marketplace. Previously, the US dominated the global cultural sphere with their music, TV, film (etc) exports, as we can see with the conglomerate grip exemplified by the 'big 3' (music) and 'big 5' (film) for example, with US TV drama in huge demand globally. No other nation could compete with the budget levels (thus spectacle: TV, film, music video) OR global distribution networks (and the power of English compared to any other language for exportability).

Web 2.0 (O'Reilly) has made global markets available to the micro-budget Indie as well as the global conglomerates, though, as McMuria pointed out in his critique of web 2.0, the 'old media' dinosaurs continue to roar, having asserted their power online too.

So, globalisation did refer to the idea of a global monoculture, largely but not exclusively a reflection of American economic and cultural power: go travelling and eat exotic foods (Le Big Mac!) and enjoy exotic beverages (Starsucks!) on high streets that feature recognisable brands the world over. Or pop into a local cinema and watch some dreadful Michael Bay explosion-fest overdubbed/subtitled!

That idea hasn't disappeared, but the likes of Spotify and Netflix, and their combined global/local approach is enabling non-American culture to break through worldwide on a truly global platform.

You can read more in this post which particularly focuses on the rise of China; look for the especially useful (on this concept) link with the 'China had 4 of...' update!

Industry

WHAT SHOULD I COVER?

You're trying to show you grasp the recent history (especially from 1999) of the music industry, impact of globalisation + digitisation, and how labels/artists seek to monetise today.

Much of the knowledge/understanding you can demo here can be applied within social media posts. I have given you a huge range of material to access: 2018-19 post; 2020-22 post; tags: merch, monetising, music industry etc

SOME KEY THEORISTS:

Chris Anderson (long tail theory) v Anita Elberse's (Blockbusters) demolition of this (McMuria agrees with her);

all web 2.0 theorists;

Andrew Keen (web 3.0 surveillance capitalism critique contrasts with optimism of Gauntlet, Gillmor, Jenkins)

Simon Reynolds (Retromania)

... and any audience theory!!! 

Given the large overlap with your exam, especially 'media ecology', you should work on all of the following to include here:

TIMELINE VIDEO/PPT: Track + explain major events/milestones, eg Napster, Crazy Frog, new cassette charts, when industry revenues stopped falling + started rising again ... give a sense of the ebb and flow of the last 2+ decades

THEMES + TERMS: A simplified terms list alongside more in-depth case studies/developed + illustrated examples to explore major themes, such as:

DDC FROM NAPSTER TO TODAY > UGC, SOCIAL MEDIA FAN TAKEOVERS ... To some degree almost everything could fit under this, but you need to split things further... D Mode are 1 of many of bands to do a fan takeover of their social media; Eilish's vid which uniquely remixes + synchs from 1000s of fan-made clips; TikTok (a BIG revenue driver these days too, even if partly indirectly - by stimulating YT/Spotify streams)

GLOBALISATION, BIG 3 ... v INDIES including specific analysis of how/if your artist is tied into big 3. Infographics needed. This theme extends to streaming revenues: lower rates for Indies. Self-distribution (eg Bandcamp) without a record label is a useful theme

STREAMING REVENUES + RISE/FALL/RESURRECTION OF PHYSICAL - return of vinyl + cassettes, steep decline of CDs, rise + fall of DL + ringtone markets, controversy over low streaming payment rates; range of streaming options (+ self-distribution options today)

LICENSING - mentioned TikTok above... games, ads, TV/film are all key means of monetising these days

MERCHANDISING -  you've been given a huge range of examples through my blog + other docs. Make sure this includes analysis of your own artist: merch indicates narrowness OR range of target audience. Obviously includes case study of  your artist + min 2-3 more. See my Metallica eg and plentiful blog posts.

FUTURE TECH > FROM APPS TO VR From Bjork's Biophilia app(s) to Kanye West's tinkering there's a lot going on to evolve beyond the traditional album

HOW WE'LL REFLECT THIS LEARNING IN OUR SOCIAL: some specific proposals for posts on your socials: theme, info, presentation. Examples: international record store day; delay to vinyl release; video teaser/s; unwrapping video (digipak); viral style UGC comp/call, probably involving TikTok; streaming rates; tour news; new merch (easy to mock up, using digipak/video fonts/imagery)

EXEMPLAR OF EXTRACTING NOTES/POINTS FROM A SOURCE

- ACKNOWLEDGE SOURCE/VISUALLY DISTINGUISH DIRECT QUOTES

- HIGHLIGHT TERMS

- DON'T OVERDO IT: READ, SYNTHESIZE PITHILY

SPOTIFY IRONICALLY MIMIC OLD MEDIA WITH TOP 50, CEMENTING DOMINANCE (OCT 2020)

Technically, Spotify already offers weekly track charts for the global and US – amongst other territories – via SpotifyCharts.com, but this is the first time they’ve been packaged up as an ‘official’ Spotify Top 50

They are looking to grab news attention from traditional media, the US Billboard charts, UK charts etc. The 'race for number one' is a common media story (especially at Xmas).

In addition, Spotify is launching two new ‘Top 10 Debuts’ charts – one for the US and one Global. These will also be published each Monday

They're going to roll this out on a territory-by-territory basis across their huge global empire, seeking to legitimise the sense of Spotify, not the current 'official' charts (which combine physical sales with DL and multi-platform streaming data) which are used by most radio stations.

This forms yet another way in which they are seeking to act as a disruptor!

This will see it move further into a territory occupied by the likes of Billboard / MRC and Rolling Stone / Alpha Data in the US, and the Official Charts Company in the UK.

That said, Spotify’s chart obviously only covers the popularity of music on one service (erm, Spotify), rather than a range of platforms and/or retailers

If you were in any doubt about the scale of their ambition, note that they're starting with the world's biggest music market ... and a global chart. A smart piece of business, this should help generate ongoing free publicity, and see A+R personnel (the record company employees who identify and push new artists and releases) increasingly switching their focus from 'old media' radio to Spotify, whose playlists are already seen as key to any new artist's chances of success.

 

Audience

TBC

AUDIENCE SURVEY

See post with further post links

INITIAL SURVEY

WHAT YOU'RE SEEKING TO INVESTIGATE:

- awareness of genre > is there any clear age/gender split (or other demographic issue)

- expectations of genre (specifically video visuals) > is there any clear age/gender split (etc)

- awareness of artist > is there any clear age/gender split (etc)

- expectations of artist (specifically video visuals) > is there any clear age/gender split (etc)

Obviously artist recognition/awareness may be limited if its Indie.

HOW TO DO THIS

A simple video, or a mix of video + A4 sheet/s.

Use still images, clips, audio only to test how much of the sample audience doing a survey can identify the artist/track/genre (depends on the question), eg edit 3 x 5 sec clips from a single artist (can you name the artist) or 3 x 10+ sec clips from genre videos + ask if they can name artists AND genre

The creative concept

Some overlap with the journey, but basically track the evolution of the idea, and source of fresh ideas as you go (and edit by the end). Credit influences. Its a positive to show that the idea evolved over time.

You should highlight some of the key influences here, even if thats simply taking portions from earlier posts on conventions.

START with a clear, simple outline of the FINAL creative concept, using narrative terms (Propp, Todorov etc) where applicable.

The genre and chosen artist

A big part of this looking for any media appearances, which I've covered before. This is just a quick guide to the topics/themes you should explore - ideally before your main shoots commence. For eval Q1 (and potentially aspects of exam Q1A/1B) it is important to be crystal clear on which 'conventions' (think branding too) you followed, and which you challenged (and why, of course!).

KEY AREAS OF RESEARCH

BRIEF HISTORY incl. DISCOGRAPHY  + CHART STATUS + (SUB-)GENRE/S 
RECORD LABEL/S (eg UK, US)
SOCIAL MEDIA, STREAMING (+ AUDIENCE)
MEDIA APPEARANCES (+ AUDIENCE)
EXISTING TEXTS: VIDS, DIGIPAK, WEBSITE, MERCH
BRAND/IMAGE SUMMARY + POSSIBLE INFLUENCES

BRIEF HISTORY incl. DISCOGRAPHY  + CHART STATUS + (SUB-)GENRE/S
Don't fall into the common trap of a pointlessly lengthy bio, a too common website 'feature' in the Wiki era. Keep it pithy! Do include their discography (Wiki screenshot/s are fine) + not just facts on their charts record but commentary/assessment on this. Is your promo package likely to be hitting a mainstream audience? Is there a pattern of appeal in any particular market/s (ie country/ies)? Any key line-up changes?
Remember you'll likely want to feature some or all of their album discography in your website (linked to DL/streaming).
It should be obvious that correctly stating their genre(s) is key, but its not always easy - and certainly DON'T rely on Wiki for that!!! They might have mixed multiple genres over time, or be defined as hybrid act. Whichever genre(s) you identify as pertinent you'll need some (not necessarily huge detail on every one!) research into notable conventions, especially visual/image. You could use genre chart; Spotify tagging, article quotes etc as evidence.


RECORD LABEL/S (eg UK, US)
Are they Indie or big 3 (WUS)?
They may be both: Indie production label tied into a big 3 distribution deal. Its also possible they may be Indie in some markets but big 3 in others, though this is less common than it used to be with globalisation.
Look at what other acts are on their label/s - are any useful for genre research? Do you see any recurring names (auteurs?) for promo videos?

SOCIAL MEDIA, STREAMING (+ AUDIENCE)
You don't have to mimic (simulacra...) their existing texts, but you do need to be able to summarise their key, recurring features ... ie, their brand image. Are there any useful pointers from their social on genre/s + comparable bands, audience or simply techniques you might adopt?
Look thoroughly at their range of social/streaming profiles. Are they successful? (you need to detail a big mainstream success AND a comparable genre artist to provide context) Do they receive/provide much audience engagement? Is there any notable tone to their mode of address?
look carefully at seemingly minor details: profile pic, banner pic where there is one + anything else which will help you when you work on branding - especially for your website, social + digipak.

MEDIA APPEARANCES (+ AUDIENCE)
This is central to exploring their existing audience (which isn't necessarily the same you'll target). Quite simply, seek to identify any media coverage + attempt to assess the target audience of those media outlets (eg Q magazine skews much older, upmarket and male than Kerrang!, ditto BBC Radio 2 or Radio 6 over Radio 1). This can be real gold dust for arguing for a secondary audience appeal too!!! Many media platforms will have a published audience profile to help attract advertisers - even non-commercial media like the BBC have audience data and research published, so you should be able to find useful evidence - if not, look at language, user comments etc to deduce this.

EXISTING TEXTS: VIDS, DIGIPAK, WEBSITE, MERCH
I've seen many times over the years coursework groups belatedly looking at their artists' existing output and the penny dropping that there are many great ideas that might (have been) influence on their idea. The bottom line, regardless of whether or not you're seeking more of a simulacrum, you need to have a grasp on your artist's image/aesthetic/brand. For acts with longer histories that may seem difficult, but to take 2 examples its not really - both the Pixies and Depeche Mode have used graininess, quirkiness and black and white as reflections of their Indie status (though Mode's label was eventually bought up). Both have challenged the basic form of the video, eg with single take vids and use of discontinuity editing - both have videos which unfold in reverse, and Corbijn's videos show a heavy influence of French New Wave techniques in general). Both actively undermine the basic glamourisation of the singer (especially)/band. Where they differ is the Pixies' reluctance to cut performance footage for theirs - arguably a smart idea (and cost-effective too) since their recording relaunch earlier this decade.
On digipaks, consider album art even if its not for a digipak format - and vinyl of course (which inspires the digipak concept) is useful too ... and you'd be foolish not to show a basic grasp of audience/industry by pushing a vinyl release through your website/social (a near direct copy/paste of your digipak art!).

BRAND/IMAGE SUMMARY + POSSIBLE INFLUENCES
Quite simple - always try to clearly show how your applying such research. I tend to use the phrase possible influences as it gives wider scope - ideas you might use.