Comp 3 research
Music marketing research
Columbia records
It is an American record label owned by Sony music entertainment, a subsidiary of Sony corporation of America, the north American division of Japanese conglomerate Sony. It was founded in 1887. Artists with the label include, Beyonce, Paul McCartney, bob Dylan, Mariah carey, Prince, David Bowie, Pink Floyd, Adele and many more very well known artists.
The record labels headed chairman is Rob Stringer along with co- presidents Rick Rubin and Steve Barnett. Their music type has changed from blues and jazz to pop and alternative music, making their target audience a much younger crowd.
Columbia records is the oldest survivng brand name in the recorded sound business and the second major company to produce records.
Parlophone records
Parlophone records limited was a german- british record label founded in germany in 1896. In the 1920’s it developed a reputation as a jazz record label. Artists include, The Beatles, Queen, Coldplay, David Guetta, Gorillaz, radio head and many more.
It was founded by Carl Lindstrom and the label is self- distributed. They include various artists therefore bringing in various genres expanding the audience.
Music videos
Columbia
Destiny’s child- suvivor
The music is contemporary R&B. In the video this is refelcted through the use of dance moves which highlight the genre. The Images in the video relate to the lyrics, as the song is called survivor they seem to be on a beach in wilderness’ survivng’ which is also emphasised through the use of costume, the girls are wearing a revealing animal skin two piece. This adds to the idea of surviving, as if they are in the wilderness, wearing animal print clothing on an island. There are clips of the girls hunting in a lake which also supports the idea of survival. Another costume change happens towards the end, and the group are wearing a camo two piece which also has connotations of survival. This attracts theaudience of young people and can fit in the target audience of 30-49 as the genre of music is RnB hip- hop which can be considered ‘old school.’ The ‘old school’ vibe attracts that age group and it creates a sense of nestolgia when listening to it. The costumes used represent clothes worn during the time which will attract the audience.In another clip they are dancing, hip hop dance moves correlating with the music used. The females are all presented in a positive way, empowering them and making them all seem strong with help from the costume and the dance moves. There are fast cuts to each scene/ clip which increases the pase of the vieo and matches the speed of the music. The narrative of the video is that they are stranded on an island and they are surviving, hunting ect, and at the end a helicopter comes to their rescue.
The target audience are young women, as it is a song empowering women although men listen too. Andrew Goodwin considered music videos as advirtisments and saw music videos as giving the song a meaning. When you first hear the song survivor, you may have a different interpretation of what it means in your head, and when you watch the video it shows an alternative meaning, the one the artist wanted to portray.
Old town road- Lil Nas x
The music genre is pop and rap. Before the music starts there is dialogue as the video has a storyline like a cowboy film, it is constructed like a movie and clearly has a high production value. It shows scenes from 2 eras. Cowboys have ended up in 2019 from 1889 and they are still using horses and the people seem confused. You can tell they are cowbys from the use of costume compared to the people in 2019 wearing casual clothes and holding mobile phones. The music stops mid way and more dialogue takes place. He upgrades to a more modern looking cowboy with a new outfit. They get a new expensive car and drive off holing a bag of money emphasising their wealth. They end up in a hall where people are dressed as cowboys and everyone is dancing. This fits the genre as they are line dancing which adds to the cow boy feel. The typical image of cowboys are used through costume and props, including hats,boots, sheriff badge and horses. The images related to the music as even though it is a pop song it has a western twist. The lyrics and theimages have a direct correlation as it is telling a story through the song. The music video is male dominated, as both artists are men but they do not sexualise any women which is very common with male artists and this genre. The editing includes numerous shots from many angles, and slow motion shots which put emphasis on the artist. You can apply Goodwin as the video demonstrates genre characteristics as the opening sequence shows cow boys in the wild west which links to the genre of music. Stuart Halls representation theory can be applied as when they get to 2019, a stereotypical black neighbourhood is portrayed, with loud music and young people hanging around on the streets. Billy Ray cyrus is a musician that many 30-49 year olds would be familiar with therefore, expanding the audience even further than the youth. His iconic genre is county so the use of cowboy costumes and props attracts the audience and also fans of the genre.
Parlophone records
Tinie Tempah- Girls like
The genre of music is pop and this is reflected in the video by the dancing and the focus on Tinie-Tempah the artist, and giving him the ‘look.’ The images relate to the lyrics because it is mainly talking about girls and the video is filled with girls. The women are presented in a stereotypical way throughout the video, sexualising their bodies in many shots. At the beginning of the video they are in a black neighbourhood, and it shows a stereotypical representation of young people out on the street dancing and listening to loud music. Young people are presented in a stereotypical way as at the end there is a party scene which is common in pop/ rap music videos, suggesting that all young people do is go out to party and cause trouble. When the party scene is on, it is edited to have a fuzzy/ waved effect and in slow motion to possibly suggest how they are feeling during the party, once again a stereotype of young people going out to get drunk. There are many close ups in the club of girls dancing sexually against the boys, objectifying women and once again showing a clear stereotype. Tinnie tempah is often singing with sun glasses on, on his car which makes him seem ‘cool’ and a typical rapper. There is no story in the video, Goodwin can be applied as it is an advertisement for the artists even though there isn’t a lot of narrative. This music video would be aimed towards a younger audience which is evident in the costumes, revealing clothing and the setting which is in the streets and the club. All of these things have connotations to things which young people get up to and present them in a stereotypical way. Also the way women are represented sets a target audience of young males and the females are usually objectified as seen in many music videos of the genre.
Coldplay- paradise
The music video shows the narrative of an elephant escaping captivity and going back to the wild which is a different interpretation to what the song is about and doesn’t have any correlation with the lyrics. The genre is alternative and this is reflective in the video by the use of a different type of music video which is uncommon in this age of music. The narrative within the video is a metaphor for what the song is really about. The video begins with the elephant in the cage, the elephant mask has no expression, however, with the over the top gestures you can really get a feel for his emotions. The video creates a sense of mystery as the audience are curious as to where the elephant is going and what it is doing, which encourages them to continue watching. Throughout the video there is iconography of Britain as coldplay are a well known british band they included some icons of Britain, like telephone boxes and hethrow airport. The audience get a sense of relief when the elephant escapes and makes it to the island. Throughout the video the elephant is holding up cards which have the lyrics of the song written on them. The video has a direct correlation to the lyrics in that way. The music video is set out like a film, with really sophisticated shots that have a cinematic feel to them which increases the quality of the video. It is enjoyable and pleasant to watch and almost relaxing to the
audience. At the end the elephant is reunited with the other elephants, which clearly look like the band coldplay. The band don’t use sexual references, or sell their faces throughout the video, instead they make an impressive piece of film which interests and impresses the audience with its creativity.Theuse of cinematic shots with a calming atmosphere attract the target audience of around 30-49 year olds as it is a video they would most likely enjoy compared to drill or rap type videos. The concept is creative and interesting so it would attract that age group more. The setting is around London and on an island which has connotations of relaxation and would not be a likely setting in a drill video. Also the type of video, is more ‘family friendly’ video as no explicit language or images are used which is more common with music videos targeted towards a younger audience. The slow pase cuts also create a more relaxed atmosphere throughout the video.
The name of the magazine is Bold and the only colour on the page which contrasts to the black and white, therefore standing out and catching readers eyes.
Drake takes up the majority of the page as he is a big celebrity rapper and this sells the magazine as it catches the eyes of the public and encourages them to buy it. They see his face and its so familiar it will attract his fans as well as other audiecnes.
The Black and white of the photo creates a serious tone. His facial expression is very serious, he even looks abit sinister drawing readers in as there is a feel of
mystery.
Large bold font with drakes name to catch the eyes of his fans who will hopefully pick it up. The dull colours of the magazine contrasts with the yellow font on the title of the magazine which stands out. The magazine refers to drake as ‘king’ which emphasises how famous he is in the industry at the moment.
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