Grimes - Music Video Analysis

This music video is a is a pop video that has a sense of indy rock in it. The music video is very interesting as it is different from any video. It consists of 2 songs in 1 music video “ Flesh without blood” and “ Life in Vivid dream” which creates a sense of story to the whole music video and connection between the 2 songs. The first song is "Flesh without blood” which has a sense of japanese anime in it. The first costume is the lady with wings which looks like 

By having this script/comic book/Anime titles makes it easier for the producer to convey the concept of " Anime"  which makes the viewer feels like they are watching anime instead of a music video. This is a very interesting concept as it is seen more as a piece of Art than a music video. The colour palette and the effects are vibrant and has a wide range of tones and shades. This helps to further emphasise on the clothing of the Anime characters, as well as the surreal wigs which are not normally worn out in public.

Task 7 (delayed)

Marketing Strategy

Marketing strategy is the fundamental goal of increasing sales and achieving a sustainable competitive advantage.

Since the artist is based in Thailand we want to try get fans within Thailand first.
One of the main things we want to be doing it getting My Melanie involved in featuring music with other artists in Thailand to create that awarness. Artists that we will be working with includes " Singtoh" สิงโตนำโชก , Lunla , Palmy which has a similar style of music. 

We believe in order to make the artist stand out and become successful is to be traditional and original as there are not that much of artist who is famous that comes from Thailand especially DJs. To make " My Melanie " international there are few things we have to achieve:
1.DIGITAL DISTRIBUTION

" My Melanie" must digitally distribute album into Cd and EP. A physical CD only release or selling MP3s strictly on your website is not the way to go. Digital distribution allows your music to be available everywhere fans will want it. Some will prefer streamed (Spotify, Rdio) and some will purchase (iTunes, Amazon, etc.) and the best way to get added to all of these is to go to a digital distributor like CD Baby or Tunecore.

Vinyl

Vinyl is one of the alkenyl functional groups. On a carbon skeleton, sp²-hybridized carbons or positions are often called vinylic. Allyls, acrylates and styrenics contain vinyl groups.

Mostly, if we generalise the obvious the type of people who are willing to buy LPs and Vinyls are hipsters where they stick to the old way of life. Another type of target audience is fandoms or loyal customers who are real fans and keep up with all the products the band produces as they want to keep the vinyl collection.

Why do some people choose vinyl over CDs?

1. Your Taste in Music Will Improve

2. Record Buying Is an Experience

This is very important as LP is back in the market and major DJs been introducing LP when they are remixing songs. This allows LP to go back on track to the trends. It is very important to follow the trend as we can achieve to sell more due to adjusting our market strategy to match with the majority.

3. Vinyl Sounds Better

4. Vinyl Can Make You Money

The reason that we want to also create a LP version for the album is that it allows the customers to browse and see more of the other disks available in the store which is an effective way of marketing since it attracts the customers to listen to other albums since it is placed next together. Attention can be created due to the design of the vinyl and the quality of the music.

However, the downsides of buying Vinyls and why some people prefer digital CDs is that they require turn tables which are costly and only attract to some target audience : Higher/ Middle class who raise reasonable amout of income.  Secondly, they are very hard to take care of as if they are not carefully looked after they will diminish if they have not been played for a long time. Furthermore, dust can get in and break the *

Instagram

Instagram is an online mobile photo-sharing, video-sharing and social networking service that enables its users to take pictures and videos, and share them on a variety of social networking platforms, such as Facebook, Twitter, Tumblr and Flickr. 

It is one of the marketing and promoting strategy that we will be using.

The main aim of creating an Instagram account for " My Melanie" is to create publicity and awareness to the target audience.

Our marketing strategy will be to:

*Keep it interesting 

*High Quality Images 

*Represents the Artist 

DIGIPAK

Codes and Convention- Female Solo Artist

TASK 6 - Identifying your audience

Core
This is the audience that invest heavily in the culture surrounding this type of music – they are part of the communities you’ve identified, attend club nights and gigs, maybe create this type of music. This audience identify with this sound of music.

Tertiary Audience

This audience, though large in number, might only match the core audience in a minor way and will ‘consume’ if they happen to have the opportunity.

Use the following resources:
Any of the feedback you got from your interviewsALL THE GENRE RESEARCH YOU HAVE DONE...and these websites


We have used YouGov to research our target audience





Overall our type of music * both gender, males and females.

EVALUATION

Creative critical reflection

My products use and challenge conventions 

It represents a small social group like " hipsters" and
It is aim for a small user. The digipak is aim to * who listens to psychedellic music and possibly * the digipak is designed to be abstract and *. It is not the same as other digipak where it has a * of the artist's face, It is painted instead to give it a feeling of a piece of art and a value*? which could possibly attract arty people who has a sense of style. 

How do your products engage with audience and how would they be distributed as real media products?

My products engage with it's audience effectively. I believe it has fully reached out to it's audience because the website allows the audience to be updated with the news and tour dates of the artist which gets the audiences involved. Furthermore, This also covers all the media *? such as twitter, facebook, tumblr , instagram abd youtube.

The products will be distributed as real media products by following the chain of * through 4 paths:


If the product hits it's local market? and do well we will be distributing to an agent so that it can be available around the world and increasing it's market. This is a good way of creating awareness and one of the main aims we want to achieve.
The location of the product would be in local stores
We also want to create a vinyl version and remake the version onto big hard disks to create that exclusive? and * attention.

How did you integrate technologies - software, hard ware and online in this project

The elements of my production that works together is the music video, the website and the digipak. All these 3 things synchronise well together , emphaizing of our theme and style. The music video is almost like an  art video. 

this creates a sense of branding because it * from different audiences for example  : digipak would attract customers that go to buy CD and the record label stores and the website that is created will be aiming for more of a diverse and broad variety of audience which is more different as the internet connects many different types of people together. This is an effective way of branding as it will create a greater awareness due to the mass users. 

We intergrate technologies together which allows us to bring all the parts altogether. The programmes that we use for the music video is a combination of the use of 
Furthermore, for the editing for the products that requires artistic skills we use powerpoint, photoshop, microsoft word, flipsnack and flip books which allows us to put all the ideas altogether. This is one of the most successful things because I find it quite easy and it is very practical in terms of relocation and moving the bits and pieces around. It is very fun as well and allow the products and the information to be presented creatively and beautifully which does not make it boring. The website that I am very happy with is the flip books which could be embedded onto Blogger.
For the digipak we mainly used powerpoint to place all the components altogether because I found it easier to arrange things since I am not that good at photoshop but for the color adjustment I used photoshop as it allowed me to have a wider range of colour effects I could choose from which is a very important thing as it sets a tone to the whole digipak.
Additionally, Photobooth is used to record the processes as well as Iphone to help with recording the voice of the speaker.

Photoshoot Planning

Photoshoot planning done from Histmedia

Digipak

I have decided to analyse this digipak in particular because it is of the same genre I will be creating my final products on (as a group)- Indie/Tropical House. Analysing this digipak and putting it towards my research findings will help me understand the Indie genre conventions a lot better; so when it comes to creating the final products in the construction stages of the coursework, I will have an idea of the typical Indie genre conventions.

There 2 ways in creating the product:

1. Digipak which are real photos

or

2. Digipak which are drawings, painting , photoshop

The front display present the medium close up of the singer with an emphasise on the facial expression of the singer and his outfit.

which suggests that the type of music could be arty, psychedellic and would fit in an indie genre 

By having the album cover done as an acyrlic painting piece allows the CD to have more freedom and explore creatively. 

Having Troye Sivan standing in the middle of the streets suggests that he is exploring or is on a journey to somewhere.

The cool and warm colour palette allows the album cover to have a mixture between

The filter that is used

Realistic painting = photorealism.

This would target audiences who listens to Indy music and possibily interest in art/ hipsters.

Mika's 

Again, Grimes’ digipak is arty and has an emphasis on drawing and symbolism which represents it’s artist. The drawing allows the digipak to be attention grabbing as it is like a ppiecce of art rather than a music album due to the choice of production used and the designs.
The colour palette of the digipak is very limited. It only consists of 4 colours which are red, black, white and yellow. When there is a limited colour palette it allows the digipak to have a tone which is very effective in communicating with it's audience. These colour gives the glimpse of what type of song the music album has. These colours are suggestive of punk,rock * , with a bit of psychedellic feel to it. The drawing of a woman who looks like a skeleton gives a sense of ominious to the whole design. But the juxapositioning of the hearts and flowers allows the digipak to have more energy as it acts as binary opposites.

Random Album Cover

Step 1: Go to: Random Wikipedia

The title of the first random Wikipedia article you get is the NAME of your band.

Step 2: Go to: http://quotationspage.com/random.php3
The last four or five words of the very last quote of the page is the TITLE of your album.

Step 3: Go to: http://www.flickr.com/explore/interesting/7days/
The third picture, no matter what it is, is the COVER of your album. Expand to full size and take a square shaped screenshot.

Step 4

Put all 3 components together either in Pages, Preview, Paint or Photoshop.

What should a Digipack cover be/do

• Interesting
• Be something that people want to but / artsy - abstract
• represents album/band

Because of digital distribution 

-Desirable as an image/or possession

Influence consumer to buy -Promotion (value)

-emotional response “PRETTY"

• Eye - catching - stand out ( something new)
• Be a representation of the artist ( value/ star/ person)
• Symbolise/ Represent the genre of music
• USP Benefits - promotion/ offer/ limited edition
• Aesthetically pleasing
• Function - CD e.g. list of songs , disk keeper. distributor, company , record label, Legal ethical stamp, barcode
• Iconic - represents something : DECADE - movement, artist (genre)

Mood Board

Music Video Rough Cut Feedback

Vlog 2

Vlog Editing

Thanks to Tarn for making this cute video of our journey to Plearn Warn and Amphawa Floating Market.

During the weekend we went to shoot our music video. This is a vlog showing the processes and the location scouting. :)

Rough Cut

We have briefly arranged all the parts which we want for the beginning so that we get the basic idea of what we all have in out heads. This was a 3 weeks task where during those weeks we had to film and edit the video which I think we really time managed it all well.So this is our final rough cut which is finished by the deadline. I feel like we have reached our set goal and this is a good opportunity for us to fix on anything that is not right in this so that we can produce a good outcome. We will be carrying out a market research by asking our target audiences what they think of it.

Behind the Scene

Behind the Scene 

               

Task 4 Genre Research

Task 4 Genre Research

Banseji- Petals (2015)Petals is an EDM based genre music. It was produced by Banseji which is an electro Musician. The music chosen was also posted on sound cloud which means this is a way of a star releasing their music with a mix of genre in that website. The music itself is electro and this style of music was from using different types of electro instruments and it's production and Banseji specializes in that. This style of music is also a mixture of pop and electro and there are still some singing in the song. The song would still be the song if covered using just a guitar, therefore there's  sense of pop in this song. Pop-electro was introduced in the late 90's, with electronically produced music became prevalent in the popular domain by 1990s, because of such technology invented. This type of music varies and ranges from experimental art music to more popular forms such as dance electro music.


Banseji also has his own sound cloud with similar types of music he created , put into one place.
The main practitioner is basically him, making his own electro songs. He had been producing for a while from high school making music with other electro producers like Wave racer. One of Banseji's main influences were disco house music, making music sound fresh, so when people listen to it it'll be even more refreshing. Back then he came up with two self produced tracks, Tribute to cat and Speak with the Dolphins.
Banseji mentions how people needs to stay inspired and surround themselves with everything and that people shouldn't be selective. He mentions about Dj-ing and that may be one of his main influences into doing electro music, exploring different styles of music merging into one through electro technology with other genre and music influencing him on his way. Now in 2015, electro music is very well known and also extremely popular among teens , 16-25 ish since this during this age people start going out, with this type of music being the main guide to where ever their going.  This type of music may target audiences in their teens going out or even people who are inspired by these type of music and style. Famous Djs like Tiesto, Skrillex, Zed, David Guetta etc. These people could be one of poeple's main influences with high quality much produced by them. People going on may end up listening to these type of music. These type of music is very fresh and kicking people's faces whenever the beat drops. This means that it may have such influences on how people dress up and their fashion. They'd want to wear something fresh at the same time comfy to go well with the music. This style of clothing could be categorized as an outgoing, vintage-ish look as now the fashion from the 90's are coming back. Things like nose rings, neck wears, brown leather jackets etc. 

 

TV AND FILMS 

EDM era now has slowly taking over the world with these type of music featuring in hollywood films. 

1. WARM BODIES - M83, Midnight city.

This is another electro genre type of music featuring in the film warm bodies. This song and Banseji's songs has many similarities, form the electro sound to the beat. The song also has some singing however isn't he chorus. The chorus is the electro beat created which is why EMD is uniquely different from other genres, with the main part of the song being the beat that acts as a chorus. This way it'll just make it more captivating for the audience also making the music stuck in their heads. 
2. Divergent- M83- I need you

The theme of this song is very similar to Banseji's Petals. The story and the meaning is similar in many ways as they're both talking about how someone needs another person and that he/her misses them. The song is also very similar overall, starting the song slowly and the beat gradually increases. In this film itself is about howp people living their lives in a futuristic world in which society is divided into five factions. As each person enters adulthood, he or she must choose a faction and commit to it for life. However, all the main characters and the majority of the people in the film are teenagers. Which links back to the genre of the music where the majority that listens to this type of music are mainly teenagers. 

MAGAZINE & FANZINES

LABELS

Basenji is an Electronic musician and DJ from Sydney, Australia. He initially gained popularity through the Triple J Unearthed competition. He was then signed to the record label future classic., through which he released several singles and one EP.

Future Classic label alongside trendsetters like Flume and Ta-Ku, and has been making a name for himself leading up to the release of his Trackpad EP. His production abilities deliver a 6-track EP full of blissful melodies and colorful synths as his sound resembles a style similar to Cashmere Cat but with his flavor of cours. We’ve previously heard singles “Heirloom,” “Dawn,” and "Petals" but now we get the EP in its entirety, and its full of just the sexy sounds we were hoping for packed with wavy synths, dreamy textures and future aesthetics.

Future Classic is an Australian independent record label, artist management team, touring agency, and music publisher which was founded in 2004.The label's current roster includes Flume, Chet Faker, Flight Facilities, Ta-ku, Cashmere Cat, Jagwar Ma, Seekae, Panama, Chrome Sparks, Hayden James, George Maple, and Touch Sensitive.

Founded	2004
Founder	Nathan McLay
Genre	Alternative, Electronic
Country of origin	Australia
Location	Sydney
Official website	http://www.futureclassic.com.au

CLUBS & GIGS