[AUDIENCE/RESEARCH] Institution Research

For this product, my fictional artist is "signed" to Island Records, which was founded in 1959 and exists as a division of Universal Music Group (UMG). As a well-established institution in the music industry, the mere label of the corporation is enough to provide an artist with credibility and the assurance that they will deliver impressive music. This was the image I wanted to provide my artist with - reliable and, ultimately, talented.

Some notable names included in the label's UK roster includes those of a similar genre to my fictional artist, "Sydney Stone", such as:

• Aquilo
• Ben Howard
• Hozier
• Laura Aquilina
• Mumford & Sons
• Of Monster and Me

The aforementioned artists are all typically of an acoustic indie/alternative indie genre, which is the direction in which my artist's music and music video is geared towards.

Upon further inspection of the record label's website, it is implied that their intended demographic is young adults aged 16-24. This is, firstly, evident from the types of artists they have listed which are signed to them but also from the graphic design of the website. The layout is grid-like, making it easy to navigate, and vibrant, reflecting their youthful audience.

Moreover, there is a banner across the top of the screen which depicts a shelf of vinyl records. The notion of vinyl records correlates with the indie genre and reflects "reformer" youth in the 20th Century, which mirrors the retro aesthetic of my artist's music video in terms of the filters and styling used.

Overall, from the research I conducted, Island Records was the most suitable label to have my artist partnered with.

[RESEARCH] Ancillary Product Analysis: Digipak - Noah & The Whale ("Last Night On Earth")

[RESEARCH] Ancillary Product Analysis: Digipak - Taylor Swift ("1989")

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[RESEARCH] Ancillary Product Analysis: Music Magazine Album Advert - Noah and The Whale (Last Night On Earth)

[RESEARCH] Ancillary Product Analysis: Music Magazine Advert - Mumford and Sons (Sigh No More)

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[RESEARCH] Music Video Analysis: Bastille - Send Them Off!

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[RESEARCH] Music Video Analysis: Sia - The Greatest

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[RESEARCH] Music Video Analysis: Colbie Caillat - I Do

  

[RESEARCH] Music Video Analysis: Noah & The Whale - L.I.F.E.G.O.E.S.O.N

In this analysis, I apply the theory of Andrew Goodwin to the music video. I have identified particular points or aspects of the video which correlate to the points Goodwin makes about music videos.

[RESEARCH] Location research

For my music video's location, I decided to film on my local beach in order to convey a cheerful and pleasant atmosphere, mirroring the tone of the song.

Furthermore, many acoustic pop music videos are filmed in natural surroundings, meaning my product would be targeting the intended audience of explorers and reformers.

In addition to the beach shots, I filmed many of the cutaways on the pier - Southend pier is known to be the longest Pleasure Pier in the world. Coincidentally, there was an arts festival happening during the time we were filming - Estuary 2016. The festival consisted of a variety of colourful beach huts lined up along the beginning of the pier. Despite the fact that I was aiming for a more muted and neutral colour palette (as demonstrated on my moodboard) to match the genre of acoustic pop, the opportunity to film against and within these huts was not one I could pass up.

Whilst conducting research on my location, I discovered that it was featured on a UK food lifestyle programme, "Jamie and Jimmy's Friday Night Feast" which aired on Channel 4. The series is based in the hosts' (Jamie Oliver and Jimmy Doherty) café at the end of the pier.

With the location being featured on a popular television show (average rating: 1.7 million viewers - source: BARB ), it will be more recognisable and familiar when viewers watch my artist's music video. Furthermore, it applies with Andrew Goodwin's music video theory which states that there is use of intertextuality in music videos.

The programme invites celebrities to the cafe to assist the host chefs cook a recipe of their choice. Prominent names that have guest starred on the show include Kate Hudson, Usain Bolt, Orlando Bloom and Lindsay Lohan. As Richard Dyer mentions in his "Star Theory",  fans of these public figures see them as the "ideal" and wish to become like them. The sheer popularity of these celebrities means Southend Pier is given positive exposure that will help boost the reputation of the area.

Moreover, Channel's 4 target demographic is young adults between the ages of 18-30 who are also dominant consumers of contemporary music videos. Therefore, by featuring a location which has experienced vast exposure on national television can help my artist's fanbase to expand.

[RESEARCH] Moodboard

I have constructed a moodboard which conveys the genre that I am aspiring to represent through my final product and ancillary products - acoustic pop.
There are artists which are associated with the genre, such as Jason Mraz and Ben Howard, as well as motifs which are regularly demonstrated in acoustic pop music videos (such as sunsets and beaches).
Moreover, I am aiming to use a more muted and minimalistic colour palette in my final and ancillary products.

[RESEARCH] Andrew Goodwin: Music Video Theory

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[RESEARCH] Richard Dyer: Star Theory

Star theory richard dyer from 10-klam

[RESEARCH] A Brief History of Music Videos

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