Pre Production: Risk Assessment (by Jacob Osman)

Risk Assessment Jacob Osman

Skype Call with Ian Haughton of Handsome Design

We had a group Skype session with Ian Haughton of Handsome Design, discussing the design and marketing process of Digipak and posters for our bands. 

For this task I filmed, edited and uploaded the video footage to my channel.

Ryan Mackrfall Feedback: Pop Promo Treatment

In the comments made on my groups treatment (above), Ryan recommended that we look at some existing music videos for inspiration. 

The video below is a good example of how audio changes are used successfully in a music video:

The video below is a good example of a 'weird' promo. This includes spooky imagery and visuals, which matches the mood and lyrics of the song:

The three video's below were recommended to my group to look at as they are 'cool' to watch. The first video contains only footage of the band performing, no narrative at all.

The video below was filmed in a vintage style

Letter to Record Company

Letter to Record Company

This letter was sent to the copyright holder for the song 'Pompeii', the song that we're using to film our pop promo. Because we don't own the rights to the song, we're not entitled to have access in uploading it as the music in our video. This letter was created to address the Record Company in the hope that they'll grant us access to this song as we are just a secondary school.

Group Lip Sync Task (Sam Smith 'I'm Not The Only One' Ft. A$AP Rocky)

To practice lip syncing ourselves to a song we undertook this task, I covered A$AP Rocky's first verse and Jeremy and Harry shared Sam Smith's main verse.

Practical Exercise and Lip Sync

Audience Theorists

Jeremy Tunstall (Genre and Audience Theory)

– Primary, Secondary, Tertiary Audience Engagement: "Watching films in a cinema involve a primary mode of audience engagement as the spectator is immersed with the narrative while watching a programme at home on television may involve eating a meal at the same time, texting, using social media or other additional activities. Tertiary audience engagement is using the text as background media like music radio".

Blumler and Katz (Audience Theory)

 – Uses and Gratifications Theory: "Different audiences gain different pleasures from a media text e.g. Gravity can be enjoyed via diversion or escapism, it can use surveillance to give information to audiences and can also be discussed on forums and blogs as a form of developing personal relationships(common also in video games). Personal identity can be developed with audiences who relate to certain characters more than others".

Katz and Larzasfeld - (Audience Theory)

 – Two Step Flow Theory: "Jonathan Ross discussed with his guest Steve Coogan the recent phone hacking scandal and made it clear he had an opinion on the subject - this reflects the Two Step Flow theory where an existing idea or belief is taken on by an opinion leader (as in newspapers as the 'Fourth Estate')".

David Gauntlett (Audience Theory)

- Passive Consumption, Hypodermic Model (Frankfurt School): "A strong argument suggests that audiences may be passively affected by the sexist, violent representations in GTAV as it is a more realist text than other shoot em' up action adventure games. Young audiences ultimately may begin to view women differently and think that the aspirational violence is acceptable as a means to an end".

Stuart Hall (Audience Theory)

- Audience Positioning and Dominant, Negotiated, Oppositional Readings: "Some texts, like The Mighty Boosh may have a number of readings, dependent on audience - a dominant reading could be that it is a postmodern representation of celebrity culture while a negotiated reading could be that it is simply surreal and funny while an oppositional reading could be that it is childish, subversive and offensive".

Stuart Hall (Representation Theory)

Dominant, Oppositional and Negotiated Readings of Representation: "Stuart Hall's theory (see audiences) is also useful in understanding how some representations reflect the dominant culture e.g. patriarchy, women in The Sun and in Men's Magazines like FHM. However, some representations can be negotiated or even misunderstood (oppositional) as in Four Lions which was accused of being a racist text due to its representation of British Pakistani Muslims".

Stanley Cohen (Audience Theory)

- Moral Panics: "Recent stories about young audiences' behavior after playing violent video games reflects a common moral panic that some media like the Daily Mail constantly seek to remind its readers of".

Martin Barker – (Audience Theory)

- Challenging Moral Panics: "Barker suggests once you have entered into a debate about violent video games for example you must have already decided about negative media effects".

George Gerbner – Audience Theory)

- Cultivation Theory: "The cultivation theory suggests that the more you look at television, the more you are likely to believe in the reality of the representation e.g. believing everything you see and hear on BBC News 24 and not challenging the nature of a constructed text".

Star Image

Stars are constructed, artificial images, even if they are represented as being "real people", experiencing real emotions. Stars are not presented as a ‘person’ but through an image ‘a persona’ Constructed and can be analysed semiotically. 

Pop stars have the advantage over film stars in that their constructed image may be much more consistent over a period of time, and is not dependent on the creative input of others. a true pop star does have a lasting significance, and has "brand awareness" amongst a wider market over a period of time. 

Many of the so-called pop stars populating the top forty currently have not made a sufficient sociological or cultural impact to be classified as true stars. Stars represent shared cultural values and attitudes, and promote a certain ideology. 

Audience interest in these values enhances their 'star quality', and it is through conveying beliefs ideas and opinions outside music that performers help create their star persona. A star may initiate a fashion trend, with legions of fans copying their hairstyle and clothing. They establish their character and personality through songs and performance and will strive for immediate star identity with a first album.

Star Marketing

Star Marketing covers all areas of an artist's 'brand' image. To be successful, particularly in the age that we live in, an artist must be marketed successfully so that they can be portrayed to a potential audience in a good way, leading to possible music sales. Social media is where artists can keep fans up to date with music and tours etc, they must be professional to an extent on social medias as their profiles act as what would be a 'shop window' for fans and potential sales. The star marketing will tell you many things - what they can expect from your products and services (your star), and how you differentiate from other artists and competitors.

Narrative Theorists

Roland Barthes was a french semiologist. He suggested that narrative works with five different codes which activate the reader to make sense of it. He also used the terms denotation and connotation to analyse image.

• The Hermeneutic Code (enigma) refers to any element in a story that is not explained and, therefore, exists as an enigma for the reader, raising questions that demand explication. Most stories hold back details in order to increase the effect of the final revelation of all diegetic truths.
• The Proairetic Code (action) refers to the other major structuring principle that builds interest or suspense on the part of a reader or viewer. The proairetic code applies to any action that implies a further narrative action.
• The Semantic Code points to any element in a text that suggests a particular, often additional meaning by way of connotation.
• The Symbolic Code - can be difficult to distinguish from the semantic code and Barthes is not always clear on the distinction between these two codes; the easiest way to think of the symbolic code is as a "deeper" structural principle that organises semantic meanings, usually by way of antitheses or by way of mediations (particularly, forbidden mediations) between antithetical terms. 
• The Cultural Code designates any element in a narrative that refers "to a science or a body of knowledge". In other words, the cultural codes tend to point to our shared knowledge about the way the world works, including properties that we can designate as "physical, physiological, medical, psychological, literary, historical, etc.

Vladimir Propp was a Russian critic and literary theorist, who analysed over 100 Russian fairytales in the 1920s. He proposed that it was possible to classify the characters and their actions into clearly defined roles and functions. Films such as Star Wars fit Propp’s model precisely, but a a significant number of more recent films such as Pulp Fiction do not. The model is useful, however as it highlights the similarities between seemingly quite different stories. He came up with the basic character structure that is used still today:

• The hero (seeks something) 
• The villain (opposes the hero) 
• The donor (helps the hero by providing a magic object) 
• The dispatcher (sends the hero on his way) 
• The false hero (falsely assuming the role of hero) 
• The helper (gives support to the hero) 
• The princess (the reward for the hero, but also needs protection from the villain) 
• Her father 

Tzvetan Todorov was a Bulgarian literary theorist who suggested that most narratives start with a state of equilibrium in which life is ‘normal’ and protagonists happy. This state of normality is disrupted by an outside force, which has to be fought against in order to return to a state of equilibrium. This model can easily be applied to a wide range of films:

Equilibrium > Disequilibrium > New Equilibrium 

Claude Levi-Strauss was a social Anthropologist, who studied myths of tribal cultures. He examined how stories unconsciously reflect the values, beliefs and myths of a culture. These are usually expressed in the form of binary oppositions . His research has been adapted by media theorists to reveal underlying themes and symbolic oppositions in media texts.