Evaluation Question 1

Evaluation Question 1

Evaluation Question 2

Evaluation Question 2

Digipak Ideas

I took initial inspiration from the band's most recent album's colour scheme and also the colour scheme from a recent EP 'Stay Beautiful'

Moose Blood - Blush, Album Cover

Moose Blood - Stay Beautiful EP Cover

I began with the idea of making a black digipak with the pink/purple details, but the text did not stand out as I had liked, also another issue was also the .png image of the record label could not be accessed in another colour other than black, thus making it not visible. I know I want to make it minimalistic and simple with not many details such as New Found Glory's 'Resurrection Ascension'. 

New Found Glory - Resurrection Ascension, Album Front Cover

I found in many products that lyrics of the songs were found on either a pull out or on the inside cover of the digipak. This translated over many genres from Indie Rock, Singer/Songwriter and Punk. That's where I came up with the idea of having the lyrics somewhere on the digipak.

I don't want to use fonts that can be found on previous digipaks but instead fonts that have been used on merchandise.

Magazine Album Advert Analysis

All Time Low 'Nothing Personal' Kerrang Magazine Advert

• Artist name large font, centre, top of the page
• Social media link in a smaller font underneath the band name
• Album name highlighted in contrasting colour to the background and other text
• Album name in a smaller font to the band name with a more simple font of the date of release centrally beneath that
• Iconography, featuring band members, outlined with they yellow colour scheme
• Album cover also displayed small, next to band members
• The advert follows the same aesthetic of the album cover, yellow, album name with the same yellow highlight and the band have the same font and relatively same size font compared to album name
• Contains record label twice
• Also has the store where you can buy the album, with extra information of a digital download

Biffy Clyro 'Mountains' Kerrang Magazine Advert

• The magazine advert is identical to the album artwork
• Band name and album name font made much larger and placed in the lower half of the advert
• Font size appears to be in descending order, all having a cold blue and white colour scheme
• Information for date of release
• Information about contents of what you will receive when buying the album
• Band website
• At the bottom of the advert is their record label '14th Floor'

Moose Blood 'Blush' Social Media Promotional Tour and Album Advert

I was unable to find a magazine advert for Moose Blood's most current album 'Blush' online. However, I have found this promotional UK & Europe Tour that also promotes their album. I can at least take inspiration from the aesthetic of the band.

• The scheme is constant throughout, sticking to black and white, pastel pink and baby blue.
• Band name in hollow, capitalised, italic font
• Split the band name with pastel pink line and baby blue stars, contrasting with the white fonts for the other band names
• Back to the pastel pink on a black background, split the different dates with the different colours. (Europe in pink, UK in blue)
• Band website underneath all the dates, following colour scheme
• Record label and production companies beneath the sign
• Actual album advertisement bottom right with the name of the album in the same font as the band name, date of release smaller underneath
• The whole advert is very Americanised with that American aesthetic, can be seen with the 60's American Diner-esque sign that it has been made to look like.
• The actual image behind the sign appears to have been taken in L.A, California.

The 1975 'I Like It When You Sleep For You Are So Beautiful Yet So Unaware Of It' Promotional Image - 'Somebody Else'

The 1975 'I Like It When You Sleep For You Are So Beautiful Yet So Unaware Of It' Promotional Image - 'This Must Be My Dream'

 This is not a magazine advert, however I would like to take inspiration from this. I would like to have teaser advertisements for the album by having songs from the album displayed with my own photography. Although, neon lighting would be extremely expensive so I would have it digitally imposed onto my photography. The photography may be still images from the video, or simply photos of locations within the video.

Pop Punk Music Video Analysis

Brand New - The Quiet Things That No One Ever Knows

• Narrative video that contains live performance from the band in between the narrative.
• Filter applied throughout.
• Some use of first person cinematography but mostly close up shots of the characters.
• Dark theme with it being set in a hospital and about an accidental car accident that results in death
• The visuals throughout almost directly link to the lyrics of the song.

Taking Back Sunday - MakeDamnSure

• Based around a live performance style video.
• Cuts between clips of loose links to lyrics. For example, "I just wanna break you down so badly" and there is a nature clip of a lion bringing down a gazelle.
• A lot of the clips relate to nature and animals killing other animals.
• Along with this there is also themes of humans destroying things such as buildings and natural things such as forests and cliff faces.
• Similar to Brand New there is a blueish filter applied to the liver performance sections of the video.

Target Audience Research

Moose Blood don't have a YouGov page but from my experience of the band, a similar band to them are Brand New - another pop punk band. However, Brand New were mostly popular in the 90's and 2000's. Moose Blood have a young fan base that on average range from 16-24 and female.

Demographic of the Target Audience of Brand New/Moose Blood

Relevant interests including: movies, video games, and sex and relationships. I can use this research to my advantage and include some of these hobbies to relate to the audience. For example, I could attempt to use some movie famous movie references in my video, for example the high angle shot in American Beauty' shot in 'American Beauty' (Moose Blood repeatedly reference American Beauty in other songs). Secondly, I could use the aspect of sex and relationships as the main theme of the video is about a relationship. Another notable thing would be that they are fairly heavily weighted to left wing politics, therefore the video would have to apply to this audience and potentially be more socialist in the way it is presented and possibly even marketed.

American Beauty high angle shot

Furthermore, because pop punk was at its prime in the 90's a lot of the fans from then still listen to new pop punk bands now as a reminiscence of their youth. For this reason, the video should also take into account the older consumers from the ages 30-50. The references to famous movies will address this audience but also the fact that the shot lengths are quite long and therefore easier to follow and they also follow a narrative.

An example of an older consumer of Brand New/Moose Blood

Lyrics Sheet: Shimmer

It's been a while since I saw you

You don't look the same

You taste different too

Would you even recognise me

If you saw me walking down that cobbled street?

We can start again

You know it's for the best

We can't just be friends

That share a bed

It's been a while since I saw you

You don't look the same

You taste different, too

Artist Research: Moose Blood

The Background

Moose Blood are a self-proclaimed Emo-Punk band formed in Canterbury, Kent in 2012. In many of their songs they reference inspirations such as Brand New - a band that were 'big' in the Pop-Punk scene in the 90's and early 2000's. Also in their first album there were more references to other bands that influenced them in the 2000's such as Saves the Day and Say Anything.

When they formed in 2012 they released a demo for the song 'Bukowski' which became one of their most popular songs even currently.

After this, they worked on an EP named 'Moving Home', this contained: an instrumental that opened the EP called 'My Own Boat', 'Evening Coffee', the title track 'Moving Home', 'Carbis Bay', 'Drive' and finally the reworked version of 'Bukowski'. Their sound in this EP is very raw and is not altered much in post-production. Shortly after this, they also released two songs as singles 'Boston' and 'Orlando'.

                                       

November 2013, they collaborated with another small band 'Departures' to make a second EP, 'Departures/Moose Blood Split EP'. The only two songs from Moose Blood are 'Stay Here' and 'Girl'.

In 2014 they signed to No Sleep Records, a record company that many large punk bands such as Blink-182 have been signed to at some point in their careers. At the end of 2014 they went to the base of No Sleep in LA released their first album 'I'll Keep You In Mind From Time to Time'. It was well received in the US, it came in at number 9 on Rock Sound's 'Top 50 Albums of the Year' list and 45 in the US Billboard Heatseekers Albums.

More recently in 2016 they announced that they had signed to Hopeless Records for their new album. Their second album, titles 'Blush' is much less raw as they have a higher budget, this also means that the chances are that budget would also reflect in their music video productions but I do not have that budget as an A Level student.

Marketing

Moose Blood often use social media to market their products to their audience and also attempt to reach a wider audience, as they are still a new 'up and coming' band in the punk scene. They market from Facebook, Twitter and Instagram.

Moose Blood Marketing on Facebook

Moose Blood Marketing on Twitter

Moose Blood Marketing on Instagram

Previous Music Videos

Gum

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• Narrative storyline that does not directly link to the lyrics.
• Artist is included in the video, live performance.
• A few of the shots relate to the lyrics but for the majority it is concept.
• Within the video there are links to the band's own merchandise but other than that, there don't seem to be other intertextual links.
• Throughout the video, there are no attempts to interact with the audience.
• The actors in the video aren't famous but are still the centre of the shots, the band feature for approximately 31 shots in the whole video.
• The video is of a medium pace, the average shot length is around 4 seconds in the first section. But after the first chorus, the shots shortened to an average of 2 seconds.

The elements I will most likely take from this is the idea of a narrative, however my narrative will almost entirely directly link to the lyrics. Also, the ratio of the narrative to the performance on screen.

Cheek

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• The video is entirely concept and only contains live performance, this is similar to other videos of theirs, such as Swim Down, Bukowski and Boston.
• All of the video is revolved around the artist being the centre of each shot.
• Because the video is a concept live performance, the visuals don't at all connect to the lyrics.

Change In Concept: 'Menswear' to 'Shimmer'

My original idea to make a music video for the song 'Menswear' by The 1975 hasn't worked out as the locations I intended to use are not accessible. For this reason I am changing songs to a new concept, 'Shimmer' by the emo-punk band 'Moose Blood'.

My idea for this video is a guy who is missing an ex-girlfriend, the video shows close-up and extreme close up shots of the girl in environments such as wooded areas, the moors and in a bedroom. In between these shots I will have takes of the guy (potentially the lead singer of the song) walking down a dimly lit cobbled street - as mentioned in the song. I will also have the guy laying on the sofa, lip-synching with the lyrics at that point in the song. At the same time he will be staring out of the window at a street light outside - the camera will be at a low angle that shows the 'protagonists' face and the street light in the same shot. I am not 100% that this narrative is the intended meaning of the song but it is the narrative I have created in my head. At the end of the song there is a gap in the song where I wish to have a faded blackout. When the heavier music drops back in, I am going to have car headlights behind the lead singer with a guitar playing the 'riff' and moving in time with the music. Up until the last line of the lyrics where it cuts to the lead singer stood in-front of the headlights and the girl walks into the centre of the shot to meet the guy. As the music fades out, the shot will fade out.

Target Audience Research Analysis

100% of the respondents from my questionnaire were actively interested in music music videos and in the age range of 16-24. Therefore making all of their responses valid to my research.

Firstly, 40% of the people had Pop as their favourite genre of music, same for Rock. However, only 20% preferred the Indie genre. This means I may have to adapt my music video to contain more Pop and Rock themes rather than Indie. I could have sections in black and white and sections with bright colours.

Secondly, 100% of respondents access music videos from the internet, this suggests that they are involved in technology and can relate to that aspect of life. Therefore I should attempt to include technology within my video. I should also make sure that this video is accessible on the internet, for example on YouTube.

Additionally, 60% of respondents prefer narrative music videos to concept videos. This isn't an overwhelming majority and therefore I could attempt to include both concept and narrative elements in my video. Maybe I will deviate slightly from the meaning behind the video to display some conceptual ideas within that.

Finally, my narrative video will relate to the lyrics because it is easier to create a narrative based upon a narrative that is already being told, plus, 100% of respondents prefer music video visuals that are related directly to the lyrics.

Menswear Music Video Lyric Annotation

"Well I only brought 3, what you lookin' at me for?"

She's dressed in white and putting off crying.

"Well you're the best man, so what's the plan?

Why don't you talk to Matty about it?"

I said, "I only brought 3 like I told you before,

We're gonna have to ask about."

Free bar, that's the point.

Spilling Amaretto 'cause of previous joints.

I'm sitting with a girl, fortunate placing.

Preceding railing racket off a porcelain basin.

Who's he? Giving it the lips?

I've never seen him knockin' about.

He looks just like me, but 6 foot 3,

So I reckon you could knock him out.

"Well, I think I'll say a couple of words if you don't mind...

I never really got on with your bird the first time

I met her out, dressed in nowt, telling everybody you were shagging about."

Well, who's this? Going for the kiss,

I'm probably gonna yosh in your mouth.

Because it's 5 past 3, I can hardly see and I'm on the verge of passing out.

TIME	LYRIC	SHOT(S)	FX
00:00 - 00:10		high angle, main character passed out on the street	slow motion
00:10 - 00:19		reverse tracking shot of main character stumbling up a road	slow motion
00:19 - 00:39		reverse tracking shot with a bright light/band rectangle flashing filling the screen on the beat	slow motion
00:39 - 00:42		when the clicks happen, the focus should be pulled away from the character and then back on	slow motion
00:42 - 00:49		the main character walks up the steps of a hotel and as the beat changes, the main character walks reverse through the door into the hallway of a hotel	slow motion
00:49 - 1:14		a few tracking shots following the main character walking through the hallway, at 1:14 when the beat changes again, the character walks through the door and into the main reception for the wedding	slow motion
1:14 - 1:43		reverse walking through the reception away from a woman with people around him looking disgusted at the main character. Possibly with a fight also in the background (the main character is always the focal point of the shot)	slow motion
1:43 - 1:48	Well I only brought 3, what you lookin' at me for?	an interaction between the main character and another male who is asking him about drugs but the main character is attempting to get away from him	none
1:48 - 1:52	She’s dressed in white and putting off crying	at the end of this argument with the other character, the main character points towards  a woman (the bride) looking distressed in the corner of the room with a group of other women	none
1:52 - 1:57	Well you’re the best man, so what’s the plan? Why don't you talk to Matty about it?	a panning shot with motion blur to the male character talking to the best man. the main character (Matty) is out of focus in the background of the shot.	none
1:57 - 2:02	I said, "I only brought 3 like I told you before, We're gonna have to ask about."	over the shoulder shot of Matty leaning on a bar with a drink. that character comes back behind him. However he doesn't turn to look at him when he’s lip-synching the words.	none
2:02 - 2:07	Free bar, that's the point. Spilling Amaretto 'cause of previous joints.	main character being followed by the character from behind still with the drink, he drunkenly puts down the drink with force on a table and at the same time sits himself next to a woman sat a the table	none
2:07 - 2:13	I'm sitting with a girl, fortunate placing. Preceding railing racket off a porcelain basin.	over the shoulder shot, facing Matty and over the woman’s shoulder. Matty is clearly not listening and the woman gets frustrated but carries on talking.	none
2:13 - 2:17	Who's he? Giving it the lips? I've never seen him knockin' about.	two shot of Matty talking to the woman still but he turns behind him to the best man from before to point out a man getting rowdy by the bar	none
2:17 - 2:22	He looks just like me, but 6 foot 3, So I reckon you could knock him out.	mid shot of the main character lip synching into the camera. punching the air, the shot changes as the character spins and his back is facing the camera.	none
2:22 - 2:30	"Well, I think I'll say a couple of words if you don't mind... I never really got on with your bird the first time I met her out…”	Matty turns from facing away from the camera to facing towards at a medium shot. lip-synchs these lines in his speech accompanied by drunken dance moves. He is holding a drink in the air like a ‘toast’ and is surrounded by the people previously seen in the video, sat down.	none
2:30 - 2:37	“…I met her out, dressed in nowt, telling everybody you were shagging about." Well, who's this? Going for the kiss, I'm probably gonna yosh in your mouth.	main character moves away from the ‘toast’ while still lip synching with related actions. when he gets just behind his chair is the the woman he was talking to earlier throwing herself at him but he pushes her away.	none
2:37 - 2:43	Because it's 5 past 3, I can hardly see and I'm on the verge of passing out.	final bit of lip synching with the protagonist walking towards the camera, stationed just outside the door of the reception. he walks from medium shot to close up.	none
2:43 - 2:52		fade to a black out
2:52 - 3:00		first person shots, of the main character walking to the bathroom	slow motion
3:00 - 3:02		referencing some of the lyrics that aren't already referenced, such as, the main character will do a line of cocaine in the bathroom of the hotel.	sped up
3:02 - 3:26		similar shots to the opening section but in first person and in forward motion.	all of these shots switch on the beat from having a red filter to blue filter.

Music Video Analysis 5: Stressed Out - Twenty One Pilots

Stressed Out - TØP (Mark C. Eshleman) 2015

The music video 'Stressed Out' has a connection between the lyrics and the visuals throughout the music video with certain shots  having a direct link to what is seen on screen, while having this link it also features a lot of performance from the band. In the chorus of the song the lyrics say 'Wish we could turn back time, to the good ol' days, Whenever these lyrics are sung in the chorus the visuals will link, they link by showing stereotypical activities that were done when you were a child, things that are acceptable to do as a child. These are some examples: 

 In this shot the artist is riding a tricycle, riding a tricycle is stereotypically a childs activity which is linking back to the lyrics that they wish they could go back to their childhood and relive activities from their past, when they didn't have to care about anything but playing out in the street.         

 Here they are doing a long handshake which is something children do as a greeting when they meet. 

They are sat on the pavement drinking juice which is another children's activity.  

The band are in a bedroom playing music which is something that they most likely did for fun when they were children. 

All these things are activities which are done when you're a child, when you didn't have any worries, this links to the lyrics 'now we're stressed out' because they are no longer playing games with no worries they are now adults living a life which has lots of responsibility which has caused him to become stressed. The artist is clearly not happy and would prefer if they go back to when they were not stressed again linking to the lyrics 'wish we could turn back time'. The whole idea of the song is about how he wishes he could go back to when he was younger because things in his life are a lot harder now and the music video links to this and keeps reminding the audience of this meaning throughout the video

This music video doesn't follow genre characteristics, the genre of music in this video is pop. Pop music videos are usually bright bold and colourful, they usually feature lots of dancing and performance. In this video it is mainly dull and boring colours not like pop videos which are very colourful this is more sad, this is not following the usual characteristics of a pop music video. It is also not very fast paced which is often the case for pop music videos and the amount of performance isn't has much as which would feature in a normal pop characteristics. 

                                               

Stereotypical Pop Music Video                                                 

Stressed Out

There is a little bit of performance involved in this music video but it is different to a usual performance, it is less professional because they are performing in a bedroom with just a drum kit and a mic. Throughout the video the artist is singing a lot at different parts but he is just singing so the performance is very stripped back. 

Shot Types:

In the music video for stressed out there is a variety if shot types used, a lot of the shot types are usually repeated throughout the video, here are some examples:

Long Shot

 Mid Shot

 Over the shoulder

 Two Shot

 Medium Close up Shot

 Wide Shot

Close Up Shot

In this video there is references to 'looking' this is when the singer directly looks into the camera lens, this happens in Close Up style shots, doing this can create a sense of direct connection with the audience. Linking to this is the use of star treatment, the singer is singled out in a lot of the shots used, this is done with many shot types and the editing will keep returning to shots of this person.

Pace:

The pace of the video changes appropriately throughout the video. The video is edited to fit the change in music, for example when it is the verse the shot change will be slow and shots will last a long time on screen but when the song reaches the chorus this changes and the shots change a lot quicker fitting the pace of the music, this then repeats when the song goes to another verse.

Mise-en-Scene:

Looking at the mise-en-scene the video includes a lot of red the video is discreet places such as all the cars in the background are all red. The colour red links to the colour of the band, the colour red also appears on the clothing of the artists, this is to remind the audience who they re watching and listenig to when they are looking at the video.