DYM MARKETING FEEDBACK

Tom - the extended deadline has been and gone, but your marketing work is still missing? Please post the work asap.

The Streets

Newest...

Oldest...

1) Summarise the changing image of the band/artist as it has developed over time. It might also be useful to summarise the music genre also.

The Streets was originally an underground UK Garage/HipHop group made up of 4 members. Originally the group set out to push the UK garage/hip hop scene in a new direction, and made a relatively quick rise to fame with their critically acclaimed debut 'Original Pirate Material'. However following the release of this album the group split leaving only Mike Skinner, as a solo artist. Skinner held on to The Streets name and has continued making music to date. The music has slowly developed into a more mainstream style and has become less garage, however The Streets still recieve much critical acclaim.

2) Who are the fans? Do you have any sense of how the music companies have segmented the audiences? To what extent has the branding of a band been linked to target audience?

The core audience of The Streets was originally young working class males, this is probably due to the garage genre, and due to their ability to connect withy the young, male, working class Skinner.
The branding is really aimed at attracting this audience by a way of familiarity and by retaining an earthly, realistic feel rather than some artists which very much throw their wealth at the audiences in their advertising and album covers. Skinners albums show council estates, bus stops and other mundane settings to appeal to his fans and show where he came from. Even when he gets richer he manages to keep in touch by showing that he has not changed, and the covers reflect this. They build up to him having a rolls royce, but he is still scruffy and is wearing clothes that his fans might wear, like jeans. The Streets logo and the label logo are both of a Lighter, something that is very familiar to the fans. Something that has become a bit of an icon.

3) What marketing strategies can you identify? What kinds of strategies can you list? (above/below-the line? unexpected promo stunts? etc). List any examples of the use of synergy with other industries to promote other media/products in connection with a band/artist.

• Website: skinnermike.com – it’s the official website and blog of The Streets

4) Add any relevant links to your blog, especially Myspace page/music vids/official websites etc. A couple of illustrations (e.g key web design graphics/album cover photography) would also be useful to add to your blogs
^ above^

• Myspace.com/thestreets - he posts new music and up and coming gigs etc.
• Twitter – Mike Skinner gave away 3 free songs to fans
• Youtube – all his songs are up there.
• He faked his house being re-possessed as a publicity stunt for an album launch
• There was a crop circle made of his face, again to promote an album launch.

Group Meeting 3

What we achieved...

- We showed our song choice to Ms Blackborow and she was happy with it and felt like we dould use it to make a good mucis video. Her issue with the song was that it is only just over 2 minutes so it is quite short and she thinks we need to extend it. So we think we will add some form of narrative at the beginning and end of the video to add around 30-40 seconds. This is against the idea of a non-narrative based video but we think its the right decision and something that can add to the video if well executed.
- Danni and Hannah then showed me the video for Unfaithful by Rihanna which we plan to reference and take inspiration from for our narrative.
- Then Ms Blackborow showed us a latymer media video made in 2003 called I believe by JoGo. She wants us to take inspiration and ideas from this video. She thinks the concept and style is something we can imitate.



What now...

- Implement narrative

Group Meeting 2

What we achieved...
- I presented my initial song ideas to the group and we decided on using the song Chick Habit by April March, we had some initial ideas for the concept behind the video and we could see something coming together, however we need to check with Ms Blackborow to see if she likes it and whether we can use it. Once it is passed we can get our teeth into it and pick it apart and start planning a treatment.

What we need to do...

- We still need a full treatment and Pitch...

Group Meeting 1

16/09/09

Our first group meeting...
- Up to now we are still undecided on almost every major decision we need to make. We need to come up with ideas and song possibilities to get started. We have an imminent group pitch where we need a full treatment to present to the class. We have narrowed down to the genre of music we like however we need to get a move on if we want to stay on track.

To do...

- Get some initial song ideas
- Come up with a treatment
- Write up treatment and pitch

BLK feedback

Good work on Vernallis here Tom, but wehere are your evaluations for the lip sync and the workshop? Can you add the girls' blogs as well please.

Carol Vernallis Work

She suggests that the jumping camera focus is like the camera in place of our eyes, doing what we do when we listen. However, this is predefined for us by the Director - we have even less choice to look away/outside of the Director's choice than we do in film - do you agree?

Not so much with her theory that we focus on different parts of the song. I think that listeners generally listen to the beat and bass fo the most, and then listen to the next most prominant part - i.e. lryics or melody or solo or whatever. I think that directors do force what they want even more on us in music video. But this I believe is purely for marketability and branding purposes, rather than them conveying something to us (other than the brand).

She says music video experience is more like listening than viewing - do you agree?

Definately. I think that few videos are good enough to keep people watching with a bad song (personal to viewer), and for this reason I believe that its not for viewing which people enjoy the music videos. Im sure they enhance listening, but its not about the video at the end of the day. (like i said there are a few videos which say otherwise)

"We compensate imaginatively for what we do not see in the frame" - Agreed?

Errr.. yes. This is true with any type of film. Im not sure to what extent this is relevant in music video. Close-ups show everything they need to, to convey music video. There is not much importance to things out of the frame I reckon. Perhaps there is more so in heavy narrative based videos.

The music video "brings us towards these peaks, holds us against them, and then releases us" - do you agree?

If it means that music videos tend to offer us familiarity before fully engrossing us into the video, then yes. We are clear of the artist and song before things really get going. Music videos do establish that much.

Is the viewer "sutured (stitched) into the diegesis of the film world through the editing"?

The editing of a music video has to be the most important part. It is something which can alter meanings and moods, while also making or breaking music videos. As many videos are made up of narrative and performance, the editing must find the balance it wants and portray the meaning.

Music video is freer in terms of viewer identification and perspective - agreed?

Definately. Conceptual videos in particular allow the viewer to see and and understand things as they like. Analysing a musci video is a very personal thing and is very opinion based.

Carol Vernallis believes the image alone cannot tell the story - do you agree?

I also agree with this. Music which works with the story is a staple of a good film, however music which does not fit as well is a negative. The use of music is necessary to add emotion/mood and rtain the viewers attention.

Spike Jonze

Spike Jonze is a director who has worked alot in skateboard films, advertising and music videos, and has directed one feature film (Being John Malkovich, 1999) and is currently working on the film 'Where the Wild Things are'. He has become well known for his originality and style, and has made many very interesting music videos. Personally I love his work and it has been one of my biggest inspirations in film, and in the build up to this project.

These are two of his music videos which I think are effective and have in some way influenced me, I do not intend to copy straight from these videos but the real influence is the originality of these videos and how Jonze works as a director.

Wax - Southern California

This concept based video is extremely unusual, it revolves around a running man on fire, and that is really the only subject of the music video. It is shot in only one shit, a long maintained shot which slowly zooms out to reveal more, and it is shot in a track to the side of the subject. Then at the end the burning man runs off and the camera turns to reveal a very bored looking girl daydreaming in her car, this could be why noone particularly reacted to the burning man. It is also reference to childhood, a theme which is always present in the work of Spike Jonze.

I like the video because it is so simple, yet so powerful. I think that it shows how videos can be shot simply and edited simply and cheaply.

Drop - Pharcyde

Also concept based, Jonze films the video and then reverses it for effect, however the concept element is used in synergy with the performance aspect of the video. Again Jonze uses only one shot, cutting only to move location quickly. This video relies on the performance and to take full advantage of the reverse play editing Jonze has his performers do things which look interesting backwards.

I like this video because of the originality and simplicity, a bit like the previous video. I think that even though the video is quite repetetive and does not change much the audience is still drawn in to the end.

Spike Jonze's directing is all about subject and concept, he uses minimalistic camerawork and editing which takes a backseat and does not interfere with the audiences interaction with the subject. In terms of how we can be influenced by his style and direction, he always uses a cheap homemade look, using minimal equipement, he tends to shoot his music videos using the streets as his location with people still around and he does not use much if any narrative. All of these are things we can do, for example the way he allows his videos to interact with their surroundings and the people around is something we can do, as we may aswell work with our surroundings as we cant shut off roads or anything like that, if we decide to shoot out in the street.

Lip Sync Test

This is a lip syncing test video I shot with my group (danni & hannah) to really try to practise and get to grips with lip syncing and some editing basics. We also wanted to learn about the performance side of things, like what not to do and how to direct actors.
While I wasnt orignally happy with the song choice we went ahead with it nonetheless because it was not so much about song choice but more about practise.
We used around 5 full song takes to film the video in its entirety, and that involved 3 solo shots each of us), and 2 varying shots of the dance shots. I think that performancewise we did sufficiently to test lip syncing but I wouldnt use any of us in our final project. ( I think thats fair)
In all our test came out well and we got positive feedback and compliments for our editing and songchoice (which worked well with our group). So I think that the test was a success. We had enough variation and familiarity to make an interesting muic video.

Music Video Workshop

Evalutaion Questions:
1. What do you think you learnt from Friday's workshop? It could be specific things about making a music video OR general things about the production process.
For me I think I learnt the most about how the crew worked together as a team. There was not so much on the technical side of things, as although the equipment was of a much higher quality and calibre than ours, much of the process involved was not dissimiliar to methods we use already.
I found that the directors interaction with the actors, crew and footage (observing) was what was most important on the day, and is something we need to work to direct like in the future. He really spoke to his actors and crew to keep them in loop and on the same page between takes, and while shooting was taking place he could then step back, let them do the work and observe the footage. This meant that he allowed them to really do their own thing, in a way which he was happy with. It was effective and is a very nice way to work, as a director or actor/crew.
2. For you, what was the best bit?
For me my favourite part was getting to see a bit how the crew worked with the proffesional equipment and some of the tricks and methods they used. I liked watching Jake Wynne in action directing and how he got what he wanted. I would have loved to have done this all myself but this was the next best thing.
3. How do you think the work we have done will impact on your group project?
I think that the biggest influence for me on this workshop will be seeing Jake Direct. I liked the way he addressed the people working around him and how he spoke to them to get what they wanted, doing things like performing parts almost stupidly to relax the actors and to drive home points. However I think that the same success and efficiency can be reached with group direction and multiple directors having an input. I dont think we need to change anything from how my group works.
I think that having been around for the workshop has made me realise how important pre production planning has to be and how meticulous our plans must be. We need to really think about detailed schedules and more importantly reach targets within them. Plans must in no way be chronological, instead we need to plan by location first, and then by actors. I think that organisation is paramount to making the most ou of your time and shooting good footage. I think that production day performance can make or break videos, and the only other option is to use extra shooting days. Having said that I believe plans must be dynamic rather than set in stone, weather is something that demands this, and perhaps a reason to avoid outside locations.

Another video to look at...

This is the video for Run Everything by Charlie Sloth. Ive posted it because I like some of the things that have been done to make it look good. Firstly, on a production basis its extremely simple; one take, along one road (bridge) in an easy shot. However its made more interesting with a few techniques.

The first, I think, is the camera settings. I think that the fps was turned down on the camera, and that gave the video its stylised unusual feel. (Which is a kind of jerky blurred look - I think it works)

Next the performers have worn simple, brightly coloured clothing so that in editing the colours can be changed. This is important because I think every music video should work with the beat of the song, otherwise it can be left looking distant from the music.

I think that the result is a video which is easily created on a budget of zero (if you are already a filmmaker - have a camera and editing software + hardware), and on top of this is effective and entertaining. I think that this video is a good inspiration for the planning part of our production as there are elements we can be influenced by.

BLK feedback

Some excellent posts so far Tom, a great start to your background work for this project. Some of the work from last term has not been posted though and you need to catch up fast, as it will be so busy when we get back to school.

We also need to get you using/applying advanced theory more explicitly when you analyse music videos, think Vernallis for now, although you will also need to get to grips with Goodwin in the new term. I like the video analysis work you have done so far though, it gives a really good sense of what inspires you. You could for example blend the graphics/animation/arty styles you like with live action for your own music video, that could work really well.

But for now, your short term targets are:
1. Link your lip synch and workshop video to your blog
2. Post your workshop and lip synch evaluations
3. Post the work you have done for Miss T on Vernallis. See her post on the main Music Video Blog for the specific details of what is needed here
4. Post your track ideas – we need to see what tracks you have in mind for your own video
5. Put some inspirational/useful weblinks up
6. Sort out your blog navigation – you need to link to the main music video blog for example
7. We need a photo of you please!


All instructions are on the main blog if you are not sure what you should have done. There will be a lot happening when term starts so the sooner this outstanding work is completed, the better.

Great effort so far, keep up the good work and see you soon!