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.

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.

Progress of My Digipak

Initial Idea

The theme for my Digipak will be blue and pink. But also to include the recognisable things that feature in The 1975's previous work.

The front outside cover of my Digipak will be a medium shot of an almost androgynous male (the same man to feature in the video) lit by light blue lights on one side and pink on the other. I will add the famous rectangle around the man by copying the exact scale by tracing it from other 1975 productions. The reverse of the outside cover will not feature anything but a plain white or black background with the name of the band on the top of the in the contrasting colour.

The left hand side inside cover will be plain white with the name of the song in pastel pink at the centre top of the cover, with the lyrics of the song also down the centre in black.

Artist Research: The 1975

The Background

The 1975, formerly known under the names: Me and You Versus Them, Forever Enjoying Sex, Talkhouse, The Slowdown, Bigsleep and Drive Like I do, formed in 2002, Cheshire, England. They formed when they were 13 at their local school. Now they are around 27 years old - which is older than the majority of their fans. When they first begun under the name of The 1975 they were first described as being an Indie Rock band. But throughout the 14 years they have been together they have produced music progressing from Indie Rock to Electro Pop to Alternative Rock. Their first EP 'Facedown' was released in 2012 by the record company Dirty Hit, containing the songs Facedown, The City, Antichrist and Woman. This EP has a melancholic feel to it with the songs heavily referencing religion and relationships. Later that year they released the 'Sex' EP, this was the EP that started their rise in popularity in the music industry as the Alternative Rock song 'Sex' supported by Radio 1 DJ Zane Lowe and pushed them towards a UK and Ireland tour. The following year saw the release of their third EP 'Music For Cars' this is where their mainstream success and potential became apparent. The song 'Chocolate' reached number 19 in the UK Singles Chart. Also in 2013, was their second EP of the year and fourth EP altogether 'IV'. 'IV' had a new version of a popular song 'The City'. This emphasises the band's awareness of the demand from their fans while also defining the creativity that they are still known for today.  The track charted in the UK and had airtime in many other countries. However this was their last EP before the release of their self titled debut album 'The 1975'. The album was released on the 2nd of September 2013, the re-worked lead single 'Sex' from the previous EP was released a week before as part of the hype for the album. The song was an instant hit and again was supported by Radio 1 DJ Zane Lowe, furthermore the band's first music video was released on the 26th of July for 'Sex'. Their debut album reached number 1 in the UK Album Charts. The album was very much Indie Rock/Alternative Rock and had a lack of Pop influences.

Marketing

'I Like It When You Sleep, For You Are So Beautiful Yet So Unaware Of It' Album Marketing

'Somebody Else' Single Marketing

'This Must Be My Dream' Album Marketing

'UGH!' Single Marketing

Obviously I do not have the budget or the time to get any actual neon lighting as marketing for my music video but I could at least take advantage of the natural locations in my town and take a high quality photo on the Cow and Calf or on the moors. With this I can then add neon text to attempt to replicate a similar style to this.

When I create the CD case I should also attempt to take inspiration from their single and album covers.

'Facedown' EP

'Sex' EP

'Music For Cars' EP

'IV' EP

'Medicine' Single EP

'The 1975' Album Cover

'ILIWYS' Album Cover

My CD case is going to be similar to the most recent album cover (the bottom one) in the sense that its going to be all white but I want it to feature a male defying stereotypes. Possibly sticking with the pink theme. But most importantly, I will feature the famous rectangle in the centre of the shot.

Official Hoodie

Official T-Shirt

Official Vests

A reoccurring theme of their merchandise as well as album covers are the rectangles again but also the font of their band name. This could be used within my CD cover as well.

My Music Video Idea

Menswear - The 1975

My idea for a music video will be a literal narrative video based upon the meaning of the song Menswear by the Indie band The 1975. Menswear is about the lead singer Matty Healy at his best friend's wedding. The song suggests that they are at the wedding reception and there is a lot of drinking. They lyrics start off with the Matty telling someone that he 'only brought 3' here is referring to cocaine. This is anchored by a following lyric, 'proceeding railing racket off of a porcelain basin' this is referring to Matty sneaking off to snort cocaine off the sink in the bathroom. Because of this I am going to have a couple of shots of the main character doing drugs in a bathroom. The bathroom I will use will hopefully be the Craigland Hotel bathrooms, however I will need to get into contact with them. The opening shot of the video will be the main character passed out on a street, this will be the same shot as the final shot of the video. The song goes 1:44 before any lyrics appear in the song, in this first section I am going to have the events displayed or the aftermath of the events displayed in the lyrics in reverse and slow motion in parts, much like Alt-J's Breezeblocks video. 

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In the reverse, slow motion section, it will be in black and white and an increase in light in time with the electronic drum beat. During the lyrics, I am going to have the literal meaning of the lyrics acted out and some of the lyrics lip-synched into the camera lens. Also, during the lyrics it will be in colour but with the red and blue colours emphasised, this is seen in another 1975 video, Somebody Else.

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The actual wedding reception will hopefully be set up in the hall of my school. As they have a large space with round tables that can easily be set out with balloons and other decorations to make it look as if it is an actual wedding reception. But once again I will need to make sure the space is available to use and the props are available.

Music Video Analysis 3: Girls - The 1975

Girls - The 1975 (Adam Powell) 2013

This video is an intentionally ironic video that was made by the band following accusations from their fans in light of one of their recent music videos 'Sex'. The video contained colour for the first time and therefore the fans believed that the band were beginning to 'conform to a record company's wishes' and other clichés surrounding music videos. A quote from lead singer Matty Healy being that they "made a video about us not wanting to make a video". The band and director have been influenced by the 80's as can be heard in the music and also in the fashion of the models and some of the setups. It begins by the band ironically exclaiming that they are not a pop band and therefore can not have colour in their videos (conventionally Rock bands have a lot of black and white videos). Progressively, the video adds in more and more conventions of a Pop video. For example, there are models being objectified, there is a lot of colour and routine dancing. All of the video is just the conventions of a Pop music video.

RELATIONSHIP BETWEEN VISUALS + LYRICS:

 There isn't much relationship between the visuals and the lyrics in this video. It is more based on the concept of the video. However, the exceptions to this being that the song is called 'Girls' and there are plenty of female models. Secondly, on some lines such as 'she can't be what you need, if she's 17' there is a shot of one of the models blowing out a 17 candle on top of a cupcake.

GENRE CHARACTERISTICS:

As I have mentioned, this is a music video to a Pop song from an Indie Pop Rock band. The first characteristic of a Pop music video would be the simple white background being changed to many colours featuring the band and lead singer on there own performing. Secondly, the use of models. They do not seem to have any purpose other than to look attractive to the male gaze. This seems to be intentional as they have got the models mimicking the instruments and therefore emphasising how Pop videos usually have females in the video for no narrative purpose other than to attract the male audience. Additionally, another characteristic of a Pop music video would be the synchronised dancing. They are not complex dance moves and once again are just an exaggeration of a Pop video.

INTERTEXTUALITY?

It could be suggested that this video is referencing a lot of mainstream media. For example, the models in this video could be compared to dolls in the sense that their movement is very stiff and robot like. Also, they are visually attractive, furthermore, their clothes do not appear to be real but also appear to be close to perfect. This could be because this is how society expects girls to be perfect and this video is almost mocking that concept.

PERFORMANCE, NARRATIVE AND/OR CONCEPT?:

The majority of this video is based around the performance of the song as this is the usual convention of a Pop video. But it is also based on the ironic concept of a Rock band making a Pop video.

Influences For My Music Video Production

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Alt-J - Breezeblocks

This video is in slow motion and I thought this could be a perfect way to imply confusion to my character. My character will be going through his night but the audience will be following in reverse. However, I will not recreate this video in the sense of being entirely in reverse. I will have from the moment where the lyrics come in to the end of the lyrics played regular in forward.

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Panic! At The Disco - Don't Threaten Me With A Good Time

In this video it is for the majority in first person. I again will not film the entirety of my music video in first person but I believe I could use first person to make the video more immersive in certain sections and therefore more relatable and easier to possibly empathise with the character. With this is mind, the first person could be used in sections where sensitive subjects are being portrayed such as drugs, alcohol and violence.

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The 1975 - Somebody Else

Ignoring the first 3 minutes of this video as it is irrelevant to what I would like to achieve. The lighting in this production is what I feel my production is going to take inspiration from, especially the cold colours portrayed in the car and the lift/hallway shots. Another thing I will take inspiration from is the way in which it follows the character in a non chronological order. The editing takes clips that are portrayed in full later on in the video. I might link this to the first Breezeblocks video and have reverse clips in as a literal visual representation of the lyrics. Then have the character developing those clips into the narrative of the lyrics in order in time with the lyrics.