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Coldplay - The Scientist (Official 4K Video)

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Red Hot Chili Peppers - Can't Stop [Official Music Video]

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Disjuncture

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Amplification

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Illustrative

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Alicia Keys - Fallin' (Official HD Video)

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AC/DC - Highway to Hell (Live At River Plate, December 2009)

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Mumford & Sons - Hopeless Wanderer (Official Music Video)

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The Indie genre uses elements from the rock genre which is evident through their use of abstract posters which is originally an aspect of advertisement in the rock genre. However what separate indie and rock are their use colour and the message the posters contain. Indie music artists when promoting their music use more pastille and subtle colours which have connotations of class. This is because they want to convey a sense of sophistication while still offering a creative edge for the targeted audience.  This is because the indie genre is mostly targeted to younger people who don’t want to be associated with the aggression and negativity that the rock genre conveys. The indie genre is also known to advertise their bands differently which is represented in some of the posters. In the indie genre they may advertise the band through pictures of the actual band or show an abstract design or logo that may only be relevant to people who follow the band.  The lay out of the posters are generally much like the rock and pop genre posters.  The most important part of the poster being the band name usually at the top of the poster however at times the name may be located In the middle of the poster.  The dates of the event and web details are located at the bottom of the poster. The actual band themselves in the indie genre are sometimes shown on the posters or sometimes they aren't shown at all. In the latter case this is possibly directed at the people who follow the band as a reference to an album or song, this shows the synergetic link between their products which is what we are trying to duplicate in our own products.

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Narrative

The second type of music video is a narrative based music video. Narrative music videos contain a visual story that is easy to follow. A pure narrative clip contains no lip synchronized singing, the reason for this being the music video should tell a story.  The story is an idea, a ‘concept’ hence conceptual usually relating to the music video while using artistic elements. The music video uses artistic elements which makes the audience question how the musician has explored the lyrics and what meanings have been conveyed from the lyrics. A narrative based video can be more meaningful than a performance-based video this is because the narrative based music video can be more creative and more of a visual aid for the audience.  According to Andrew Goodwin there are three types of narrative music videos. Illustration, amplification and Disjuncture. Illustration actually showing exactly what the lyrics say, an illustrative music video illustrates the ideas of the musician. Whereas amplification uses key ideas and images from the lyrics and develops it into a conceptual music video. There is usually a clear link between the lyrics and the music video. Disjuncture music videos have no relevance to the lyrics or show any visual meaning behind the lyrics.  The video are usually abstract and unconventional which creates an entirely new meaning behind the song.

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Performance

There are two different types of music videos; performance clips and conceptual clips/ narrative. A performance based music video shows the vocalist and the band playing with the singer lip synchronizing and the band shown to be playing the instruments. This is most commonly seen in rock and indie videos however this can be seen in other genres such as RNB and soul.  The video can take place in different setting, perhaps with more variety of places they can be performing in. The singer could be in their bedroom singing out the window; they could be walking down the street (common in rap music), for indie and rock music the bands or artist are seen performing the song in various locations throughoutthe video.

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For our poster we have tried to incorporate the typical conventions of music posters. We have looked at all three genres and have taken aspects of each poster to have a product that exhibits the best representation of a music advertisement poster.  We have taken inspiration from the rock and indie genres. This is because these genres are the closest to our funk rock genre.  However we have taken inspiration from other genres such as hip hop. We have taken the positioning of the main artist and his surroundings from the hip hop genre. The colour and lighting used in the poster was taken from the indie genre, which is shown in our use of sombre lighting and subtle brown colours that is commonly used in the indie genre.  For the positioning of the title, websites and dates we have kept to the typical conventions of a music poster. The title of the song at the top of the poster and the dates and websites located at the bottom of the poster.

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The advertising in the hip hop genre much like the rock genre in that their visual advertisement is extremely aggressive. This is because at times hip hop music is aggressive and the majority of the artists portray an aggressive image.  On most of the hip hop posters the artist is the, most important person on the poster, the attention is focused on the person, usually looking stern or serious.  The colours used are very dark; this is to further express the aggressive image portrayed by the artists. The Layouts of the posters are slightly different from the other genres. The layout on a hip hop genre poster doesn’t follow a certain patter. The artists name isn’t always at the top of the poster. However much like the other genres the help lines, dates and venue(s) on the posters are located at the bottom of the poster.

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Opposed to the rock genre that has a more aggressive and expressive colour schemes pop artists have a lighter, happier look when promoting themselves. This is shown from the lighter slightly pastille colours that have happier connotations which is targeted, mostly at a younger demographic however still appealing to a mature audience.  The layouts of the posters are usually with the band or artists name in a distinctive font, usually san serif font which usually covers the majority of the page, this also has a link to an album or song, for example Jessie J’s name on the poster is the same as her album cover.  This shows the synergetic link between the products which creates continuity which is important in this genre because it becomes memorable to the targeted audience.  This is also key because pop is one of the largest genres which mean the target audience is going to be broader unlike rock with a smaller audience. This means that followers of the rock genre are most likely going to need less advertisement because it’s a niche genre whereas pop is more global and needs constant advertising because of the masses of people that need to gain the information. This suggests a pop poster is going to be suited towards audiences that are most likely going to be drawn towards this, typically a younger audience. This is usually located at the top or in the middle of the poster with extra information located below in smaller text size attracting more attention towards the artist’s name.  The location of the band much like the rock genre is located at the bottom of the poster. At the extreme bottom of the poster there is usually an institution involved with the band or tour, followed by the web address and help lines.The artist or band is the main focus in the poster, this is because they take up the majority of the poster and all focus is on them

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The rock genre is different when promoting their music; this is shown especially in advertisement. The posters are more abstract than the other genres because the rock genre uses either extremely bright vibrant colours or dark aggressive colours. This is may be a reflection of the type of music rock is.  The rock genre is usually associated with being aggressive and loud which is represented by the bright colours and abstract designs.  Some poster will use darker colours, this is because rock music is generally associated with the colour black, coming from sub-genres such as death metal, this suggest that some advertisements rock will be based around this. Older bands such as led Zeppelin, Black Sabbath and Jimmi Hendrix are known to be more based bands therefore may at times have posters that represent their drug use or the effects of their drug use in a subtle way. This can be seen from the distorted posters, bright colours and abstract backgrounds which could represent their drug use in a subtle way.  The layouts of the posters in the rock genre are similar to most posters with the band’s name being the focal point on the poster which is then accompanied with extra information about other bands or people performing and the date of the event or the dates of the tour. The bottom of the poster is usually the venue the band is performing and the web address and help lines.

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A music promo is essentially a short film created to promote an artist their song and their album. The objective of the music video is to be interesting enough to get the audience watching the video interested in the artist. There are different conventions of music videos however the conventions depend on the genre.  The conventions of all music videos are camera work/shot type, editing, mise en scene, genre and representation.  The execution of these conventions determines whether the music video is a success or not. A music video can be performance based or narrative based or disjuncture.  We decided to have narrative with a little disjuncture. Narrative music promos are usually with the lyrics in some way, usually telling a story, whereas disjuncture doesn't have a direct link to the lyrical content but sometimes can have a link to the lyrics. Disjuncture music videos are either for humour or an interpretation of what the musician’s interpretations of the lyrics. For example 'don’t stop' by Red Hot Chili peppers is a more humour based disjuncture music promo whereas 'chandelier' by Sia is more interpretation disjuncture.  We decided to go for a narrative and slight disjuncture, with our promo having a direct link to the lyrics throughout most of the song but to also have scenes that have nothing to do with the lyrics.

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The task given to us was to create a music promotion as well as ancillary tasks which consist of a digipack and magazine poster for an unsigned artist to promote their music. The objective of these products is to advertise the band and music video. The artist we chose is a funk rock band called 3rd Rock Revolution who specialises in the blues and funk rock genres. The song we chose to promote for them is ‘put on ya boots’ a funk rock based song. Our task is to create promotional material for the group successfully, making sure we create a product that looks like an actual video, magazine and digipack.  We found the song ‘Put on ya boots’ on unsigned.com and instantly liked the song and thought the song had the potential of having a good music video.  Between the music video and ancillaries there needs to be synergy which means there’s a consistent style throughout all three products. This would make the products we are producing look more professional. This is important because we want these products to look as professional as possible.  This will be achieved if we adhere to the typical conventions of a music video, magazine poster and digipack of the funkrock genre.