Richard Dyer

Stars and Stardom

• In order to understand the relationship between the music industry and its audiences, it is important to consider the role of music star
• The term ‘star’ refers to the semi-mythological set of meaning constructed around music performers in order to sell the performer to a large and loyal audience

Some Common Values of Music Stardom

• Youthfulness
• Rebellion
• Sex magnetism
• An anti-authoritarian attitude
• Originality
• Creativity/talent
• Aggression/anger
• A disregard for social values relating to drugs, sex and polite behaviour
• Conspicuous consumption, of sex drugs and material goods
• Success against the odds

Richard Dyer

· Dyer has written extensively about the role of stars in film, TV and music.

· Irrespective of the medium, stars have some key features in common:

· A star is an image, not a real person, this is constructed(as any other aspect of fiction is)out of a range of material (e.g. advertising, magazines etc as well as films music)

· Stars as commodities produced and consumed on the strength of their meanings

· Stars depend upon a range of subsidiary media- magazine, TV, radio, the internet – in order to construct an image is made up of a range of meanings which are attractive to the target audiences.

· Fundamentally, the star image is incoherent, that is incomplete and ‘open’. Dyer says that this is because it is based upon two key paradoxes.

Paradox 1

• The star must be simultaneously ordinary and extraordinary for the consumer

Paradox 2

• The star must be simultaneously present and absent for the consumer.

The star Image

· The incoherence of the star image ensures that audiences continually strive to ‘complete’ or to ‘make sense’ of the image.

· This is achieved by continued consumption of the star through his or her products

· In the music industry, performance seems to promise the completion of the image, but it is always ultimately unsatisfying

· This means that fans will go away determined to continue consuming the star in order to carry on attempting to complete their image.

· Finally, the star image can be used to position the consumer in relation to dominant social values (that is hegemony).

· Depending upon the artist, this may mean that the audience are positioned against the mainstream (though only to a limited degree, since they are still consumers within a capitalist system) or within the mainstream, or somewhere in between.

Keith Negus

The Ideologies of the Music Industry

“What I’m looking for is the working act. The real act. The act that can get up on stage and do it. That act will give you a career. I singed Black Sabbath umpteen years ago; they are still making records. These are acts that are career acts… two years ago I started a dance label… now that’s not a career orientated label. I mean those record are one-off situation and every now and again you’ll maybe get an artist come out of it.

When I first started it was more about going out and finding bands. That method is become more and more redundant. More and more these days I find it’s as much about: I sit here and think ‘there’s really a gap in the market for this kind of project…’ I don’t go out to gigs. That’s not how I find my stuff. So if a writer comes in he may have some great songs and maybe is looking for a front person. Or maybe I have the front person who I want to launch into the market but I haven’t got the songs. So I put the two together”

Ideologies of Creativity

• Keith Negus – producing Pop
• Identifies two distinct ways of thinking about potential artists from within the music industry.
• These ideologies shape the way in which the artists’ images and careers are developed , and the way that they are marketed towards specific target audiences
• The organic ideology of creativity and the synthetic ideology of creativity

The Organic Ideology of Creativity 1

• The ‘naturalistic’ approach to artists
• The seeds of success are within the artists, who have been ‘nurtured’ by the record company
• The image of the artist is ‘enhanced’ by the record company
• The artist is given time to evolve and progress through their career

The Organic Ideology of Creativity 2

• Emphasis is given to album sales and the construction of a successful back catalogue
• Often aimed at older or more sophisticated consumers
• Profits generated by this kind of act tend to be part of a long term strategy by the record company.

The Synthetic Ideology of Creativity 1

• A combinatorial approach to artists and material
• Executives attempt to construct successful acts out of the artists and the songs at their disposal
• The image of the artist is often constructed by the record company
• The artist will be given a short time to prove their success before other combinations will be tried out.

The Synthetic Ideology of Creativity 2

• Emphasis is given to single sales and to promoting first albums
• Often aimed at younger, less sophisticated audiences.
• Profits generated by this kind of artist tend to be part of an immediate, short term strategy by the record company

Balancing the two

• In practice, the success of synthetic acts will fund the development and investment in organic acts
• Most big record labels will look to balance their roster with a combination of successful synthetic and organic acts to ensure that there are finds available for the day-to-day running of the company as well as long term profit making potential.

Promoting Organic and Synthetic Acts

• There are clear distinctions between the ways in which different types of artist are represented to ensure short term or long term success
• Organic acts are often sold on their ‘authenticity’, both musically and socially.
• The image of the artist appears ‘unconstructed’(although, of course, this is in itself a carefully constructed look)
• Synthetic acts are often sold on their ‘look’ or personalities
• The image of the artist is carefully and unashamedly constructed.

How are initial ideas have changed and adaptive.

Our initial ideas where rather adventurous, having scarecrows playing voilins and men being surrounded by fire



initial ideas:
scarecrows.
violins
running woman
fire

Location

Our location is Battersea Power Station.

We chose this location as it is very strange, sinister and unique reflecting the feel of our band.

It is also very visually dianamic and allows us to do a range of shots. Furthermore, it is against the norm of using the studio as a safe bet, it allows us to be different as not many people have filmed there.

Props list

Initial props list.

Handcuffs

Chains

Cowboy hat

Guitar

Cigarettes (fake or real)

Short black dresses (girls) x3

Tight ripped jeans (boys) x5

Fake blood

Smoke machine (for passage singer walks through)

Light (to hang)

Smocks

Lighter

Make up

Adapted prop list:

Guitar

Leather Jacket

Blue Jeans

Tracking x2

Dolly (for camera)

Sony HD camera

Camera Batteries

Our star is very organic so we want to keep the look of the video quite simple, as will have the hectic background of Battersea Power Station.

Cast list

Our cast if Fairly small as due to us working on a Location which is 1:30 hours away we are trying take only what we need to make our pop video great.

1. Ellie McGregor
2. James Burke
3. Catrina Kirby
4. Cate Hoare
5. Alex Poynte
6. Matt McIvor
7. Luke Gilchrist

We will also have two security guards with us at all times at Battersea Power Station, however they will not be involved in the making of our Pop Promo

Timeline 4:00 - 4:45

Timeline 3:00 - 4:00

Timeline 2:00 - 3:00

Timeline 1:00 - 2:00

Timeline 0:45 - 1:00

Timeline 0:00 - 0:45

Copyright Letter to Label

To the copyright holder

We are a group of A Level students working on an A Level project for a qualification in Media Studies. We are writing to request permission to use the following track as part of this project:

Black Heart by Calexico

With your permission the track would be used as the accompaniment to a short form video that is made purely for assessment purposes and will have no commercial usage. The video will be viewed only by members of the school community and the assessor of the examination board.

The artist and the copyright holder will of course be fully recognised in the pre-production and evaluation material that accompanies the project. We can also include a full copyright notice if required both in the planning material and on the video itself.

Yours sincerely

Ellie McGregor

Hurtwood H

ouse School

This is the reply we recieved, a form to fill out for acceptance.

***PLEASE NOTE***

For writer and publisher information, please check the ASCAP, BMI, Harry Fox Agency and All Music Guide websites.

If you are clearing film festival rights for an independent film without commercial distribution, please note that is not policy to issue quotes for additional rights (such as theatrical release, television broadcast, etc.), until such time as an actual distribution deal is in place.

Please complete the following and email to: edroche.chicago@gmail.com

Your name:

Company name:

Phone number:

Fax number:

E-mail address:

Mailing address:

PROJECT TITLE:

Type of project:

-Film

-TV

-Commercial

-Live Dramatic Performance

-Interactive Media Videogame

-Home Video/DVD

Other (please specify):

Production company (if any):

Distribution company (if any):

Overall budget of project and music budget:

Plot synopsis and approximate running time of project:

Requested song title(s):

Master recording: (Name of artist performing the song(s) you wish to use)

Timing and type of use:

(Please provide details on how the song(s) will be used in your project, as well as the approximate timing in minutes/seconds – i.e. up to 1:30 background vocal over opening titles, 0:45 background vocal over montage, etc.)

Requested rights/required media:

(Please specify exactly what rights you require – i.e. film festivals, theatrical, free/network TV, basic cable/satellite TV, pay/subscription TV, home video/DVD, common carriers (airplanes, etc.), Internet, live dramatic performance, etc.)

Length of term: (i.e. two weeks, five years, perpetuity, etc.)

Territory: (i.e. United States and Canada, Japan, World, etc.)

Additional songs used in the project:

Estimated release date:

Summary/additional information:

Artist Profile

Our artist is going to be original and organic, avioding the look of being generic and mass produced.  To do this we are going to use some stereotypical props which can be identified with as country and western i.e. guitar and a leather jacket.  However, to avoid the over used conventions of this genre we are going to stay away from cowboy boots and hats.  One of main reasons for this is that over time the populations outlook on cowboy hats has evolved and changed and they are now associated with homosexuality and as our artist is heterosexual with a love interest being female, we do not want to mix the message we are trying to send.

Our Target Audience

Our Record Label

Touch and go records is an independent record label based in the Chicago, Illinois.

Touch and Go Records came into existence in late 1980, when the Ohio punk band Necros decided they wanted to put out a 7" record. Being in high school at the time, and having no money, they were aided in this project by their friends Tesco Vee and Dave Stimson, who were the geniuses behind a fanzine called Touch and Go. The 7"s by the Necros and the Fix (a Michigan punk band) were recorded in late 1980 and released in early 1981, and Touch and Go Records was officially born.

Early releases for Touch and Go consisted mainly of 7" vinyl singles by many of the early '80s Michigan / Ohio hardcore bands, including the Necros, the Meatmen, and Negative Approach

Institutional Context

1. What is the history of the band?

They are a relatively new band of 2 years. They met in Nashville but once forming the band moved to Austin, Texas where they performed in the South by South west music festival. This is home to descovering other popular Indi bands such as MGMT They have broken away from the stereotypical country genre and in doing so have become more individual. Their songs have darker feel due to their lyrics not being about the common love intrests, but relating to death and struggle.

2. What genre(s) of music do the band/ artist fit into

The band genre is country. However, they have broken away from the sterotype country and are more alternative. This is why they attract a niche audience. This also assists their star image as they are very different and therefore are original in their own way.

3. What record label are the band/ artist signed to?

They are signed to ‘Touch and Go records’. This is an independent record label which is based out of Chicago, Illinois and USA. It has a reputation of releasing adventurous music such as Big Black and the Jesus Lizard.

This correlates well with our band as they have a niche fan base and are not a huge pop sensation on a huge record label.

4. Who are the band's audiences?

Middle aged (50+)
Mainly white males
Those who listen to folk, indie music

Those who like country music, but with a bit of a twist.


5. What kind of visual images has the act/band created for themselves?

The band is normally portrayed as being alternative as instead of sitting on a horse, chewing straw and wearing a cowboy hat they are a bit darker. They still wear some conventions of stereotypical country I.e riding chaps but they may be with a twist like them i.e being black and menacing. This helps them relate to their country fans but not fit into the norm and be stereotypical.

Their videos also reflect their alternative feel by using strong special effects. They also avoid the norms by having flames and burnt down houses, with scarcows playing the violins. Their lyrics also show there alternative feel as they are singing about poison and sorrow as apposed to love and joy.

Initail Ideas

We decided upon using a country theme due to the fact that there is a clear stereotype of that Genre. These stereotypes are off the man sitting on the hay bail with a cigarette, black hat and guitar. This confirmed stereotype was useful as we know how to go away from the norm to create a more original idea.

The people we were thinking about were

Ryan Adams

Keith Urban

We were thinking about these two as they are new and modern and also have an alternative country feel.

Black Heart - Calexico

This is the band Calexico. We picked this song as it darker than the normal upbeat country. It also provides us with a chance to make our video darker and incorporate elements such as fire which we wouldn't have been able to make into the originally.

Our Production Group

Our production group is made out of 4 students from Hurtwood House.

1. Ellie McGregor
2. James Burke
3. Catrina Kirby
4. Cate Hoare

James and I shared a role as the director and editor.  I was also in charge of the majority of the props and organisation of shoot day i.e. the shooting schedule.  Cate was in charge of Location. Catrina was incharge of bringing the guitar for shoot day.

Conventions of Album Artwork

Stereotypical Country and Western Album Artwork

Current country and Western - Similar to the feel we were going for

although there is still a guitar it is an electric guitar going against the country and western stereotype he is also not wearing a cowboy hat.  Going against the stereotype.

Conventions of the Video Promo

These are the Conventions explained by Negus:

The explicit and unashamed promotion of the artist’s “image” (aesthetic/generic/ideological) as a specific product with a brand identity, ready for mass consumption

·      The featuring of the artist (almost without exception)

·      A wide and extensive use of shot types, camera angles and movement

·      Repetition of reoccuring thematic elements and generically specific iconography (one key element often being dominant and providing the skeletal structure for the promo)

·      A possible narrative structure

·      A possible performance element

·      The flexibility to disregard Realism!

·      Shots cut tightly to the beat of the track

·      Use of special effects (lighting, annimation, CGIs, in-camera effects)

·      A carefully constructed Mise en Scene appropriate to the content and tone of the track

·      High impact instantly! 

Background to the Music Industry

Music video has a number of different functions:

·      Promotes a specific single and, normally, an album

·      Promotes a specific artist or band

·      Creates, adapts or feeds into a ‘star image’

·      Entertains as product in its own right

·      Reinforces, adapts or undermines the ‘meanings’ of a song/track

They often contain an number of re-occuring thematic elements such as; Narrative, performance, thematic and symbolic

• Most majors also own, or license, a string of a smalled subsidiary companies in order to reach different kinds of audiences in different kinds of genre. These companies are known as 'Major-Independents'
• Finally, there are a huge number of small companies with little to no financial connection to the majors

• These companies often concentrate on a small number of artists, within specialized niches in the industry.
• Known as 'Independents'

• Visually stylish – ‘artistic’ mise-en-scene

• ‘Rhythmic’ montage, fragmented style

• Intercutting

• Experimental use of camera/editing

• Fast pace

• Conspicuous lighting and cinematography

  Often break the rules of continuity editing

Music video serves a number of different functions:

–Promotes a specific single and, normally, an album

–Promotes a specific artist or band

–Creates, adapts or feeds into a ‘star image’

–Entertains as product in its own right

–Reinforces, adapts or undermines the ‘meanings’ of a song

Advanced Production Porfolio 2010

Audience Feedback

These are the comments that I got after people watched my thriller:

“It really is disgusting, I don’t know how you filmed something so hideous?!”- Josh Gorman

“The music is really scary, it has a good feel to it with the fast cuts”- Emily Sherring

“It was worrying how I couldn’t look away even though it was so bloody”- Alex Mcgregor

“It was truly rancid!” – Olivia Cox

“It makes me not want to even look at meat again, I think im going to go vegetarian” – Shahla Dowley

“The close ups mixed, fast cuts and the sound track made it really tense and exciting”- Francesca Clarke

I found that over 74% of people who watched the film thought that the all of the close of the gore and meat shots worked really well and made it enjoyable. These were people who were between the ages of 16- 27.
However, some people thought that there was too much gore 16% in fact, which was one of the fears that we had. On the other hand, these people did think that it was effective in making them feel scared and they felt the sound track was effective. These people were also of an old generation, who were not the audience which my thriller was aimed at, so the negative reaction was not a surprise.

Task 7- Looking back at your preliminary task, what do you feel you have learnt in the progression from it to full production?

Since the November Preliminary task I have learnt a lot about how the sophisticated planning of a film sequence is very necessary and must be very in depth. For my preliminary there was little planning but in place for pre-production for example, there was no props needed particularly the other planning needed was getting to people to play the characters, which was easy and basic to achieve. This is compared to the vast planning which was needed to acquire the location of an abattoir, and find an actor who was perfect to symbolise the rugged and evilness of the act being done.


As our thriller had no dialogue it was essential to put across the plot and be sure that could audience understood, by only using shots which showed his evil disposition, sound which reflected this and lighting.


The shots that we used to show this evil disposition were mostly taken from below so that he was in shadow from the light, and from us being below him showed the sense of power which he had. Or in contrast we shot him from a wide shot, emphasising how he is on his own and alienated. This reflected that he must be mentally disturbed in some way to not have friends and be in contact with people. We planned out these shot through storyboarding to make sure he was seen and evil.
This is in contrast to my preliminary which was easy to understand as everything which needed to be said to understand the plot was said through dialogue, furthermore decreasing the amount of planning needed.

This extra planning for the main product showed through the improvements in camera work. Comparing the preliminary to the main task, you can see a large difference in the understanding of lighting to put your message accoss for example, as the prelim mostly has natural light which does the reflect the pressure and scariness which is trying to be put across. Whereas in the main product I used artificial studio light to make sure the light was consistence and showed the change between situations from being in the normal world(outside the butchers) to being in his distorted sense of reality inside the studio.

The main task also exercises more of the skills needed to make a good thriller and showcases our skills. This is represented on how we made sure we kept the 180 degree rule. This is furthermore shown on how we have kept varied shots and different angles.

I think what has adapted and improved the most is the use of sounds as instead of keeping the sounds which were recorded on the day we overlaid sound effects to enhance the ambient sounds made on the day, for example by using sound track pro we made the sound of the Clever smashing down on the table more enhanced and dramatic. Furthermore, by having a backing track of an AC unit to emphasise the fact our character was isolated and in a secret room.
My ability to use the technology at hand has also increased thoroughly as for the preliminary task the skills needed were only basic editing skills, but in the main task I had to be able to use final cut pro properly to make an quick editing film which didn’t look forced and that all of the shot matched up. The editing style was also a lot quicker than the preliminary as we wanted to show this sense of intensity. I also had to learn how to use sound track pro to add an ambient sound and furthermore increase the understanding and look of the thriller.

Overall I have come on leaps and bounds with my understanding of the processes which are needed to make a thriller of good quality. I am very happy with the finished product as I think it show cases my skills, and I really enjoyed executing those skills.

Task 6- what have you learnt about the technologies from the process of constructing this product?

Task 5- How did you attact/address your audience?

task 5 Addressing An Audience

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