Marketing

"In the Music Industry, the power of marketing online is the most useful asset in the promotion of music products." To what extent do you agree with the statement? 50 marks.

http://www.participations.org/Volume%209/Issue%201/Vellar%20templated.pdf

http://www.musicthinktank.com/blog/6-case-studies-on-successful-online-music-marketing.html

http://www.thecreativeindustries.co.uk/industries/music/music-case-studies/music-case-one-direction

http://themusicindustrycookbook.com/case-studies/case-study-first-word-records-gives-music-away-for-free-on-bandcamp-to-increase-newsletter-subscribers/#more-691

https://econsultancy.com/blog/64051-digital-marketing-and-the-music-industry-six-key-trends-for-2014/

https://themusicbusiness.wordpress.com/2010/01/10/music-marketing-from-push-to-pull/

https://en.wikipedia.org/wiki/Push–pull_strategy

http://dottedmusic.com/2014/marketing/odd-future-hip-hop-marketing/

http://www.hypebot.com/hypebot/2012/04/debunking-the-myths-of-odd-futures-free-music-and-non-marketing.html

https://musicindustryblog.wordpress.com/tag/windowing/

http://www.hypebot.com/hypebot/2011/04/gamification-fan-clubs-reveal-the-music-industry-already-knows-how-to-think-like-game-designers.html

http://www.gamification.co/2013/01/09/bridging-the-gap-can-gamification-increase-fan-loyalty-in-the-music-industry/

https://blog.copromote.com/2016/04/29/beyonces-lemonade-marketing-genius/

http://www.musicthinktank.com/blog/7-music-marketing-truths-all-musicians-should-know.html

http://www.forbes.com/sites/bobbyowsinski/2014/09/18/analyzing-apples-u2-mistake/#bf101ed25b65

http://www.independent.co.uk/arts-entertainment/music/features/free-u2-album-how-the-most-generous-giveaway-in-music-history-turned-into-a-pr-disaster-9745028.html

https://www.wired.com/2014/09/apples-devious-u2-album-giveaway-even-worse-spam/

Think about the way certain bands have chosen to market new albums/singles/themselves- how their brands are developed across various media and the strategies they have employed to engage with, maintain and develop passionate fans/consumers of their products. It is also useful to see if major label record artists employ the same/differing methodology to independent artists. Is it easier for bands/labels to target consumers through web 2.0? If so, how? Have older methods of marketing (TV, Radio, Print) been eschewed in favour of online marketing, or do they still have their place?

Please read and make notes on the above, to be finished for Wednesday 24. Try to spend at least one hour per day working on this over the next 5 days.

Preliminary

Video
Preliminary exercise: Continuity task involving filming and editing a character opening a door, crossing a room and sitting down in a chair opposite another character, with whom she/he then exchanges a couple of lines of dialogue. This task should demonstrate match on action, shot/reverse shot and the 180-degree rule.


All video and audio material must be original, produced by the candidate(s), with the exception of music or audio effects from a copyright-free source. Both preliminary and main tasks may be done individually or as a group. Maximum four members to a group. 

As the above states, the preliminary is quite basic but you may construct a brief, achievable narrative around those guidelines-eg, a first date, job interview, or indeed something more imaginative. You could have one or more match on action. This piece should all be filmed and edited in school. NB if you are using a room, there is to be no messing around and seek permissions before filming.

You also must complete the following BEFORE any filming and post to blog:
STAGE ONE
1.Treatment A film treatment (or simply treatment) is a piece of prose, typically the step between scene cards (index cards) and the first draft of a screenplay for a motion picture, television program, or radio play.
2.Storyboard, in as good a detail as you can make, noting camera movement, angles etc
3.Script
4.Recce of actors, props, locations, scenes, weather etc
5. Shooting schedule- what is being filmed, where and when, who needs to be there, who's responsible for what. Note, you could shoot your ending first- you don't have to shoot chronologically. Shoot according to when best suits everyone.
6.Keep a photo record of your film being made that you'll post to your blog.

Mise en Scene

From the French which literally means to place on the stage.

It's all about production value!

Produce definitions/examples/analysis for the following: (a few obvious ones will be definition only)

Production Design

Location/Setting

Studio

Set design

Costume and make up

Properties (props)

Lighting (available, artificial, key, fill, back, set, practical) Make sure you get all 7 definitions.

Colour design

Sound analysis

Complete definitions/examples/analysis of the following. You may double up on some examples if needs be.

Diegetic sound
Non degetic sound
Synchronous sound
Asynchronous sound
Sound effects
Sound motif
Sound bridge
Dialogue
Voiceover
Mode of address/direct address
Sound mixing
Sound perspective
Sound tracks
Score
Incidental music
Themes and stings
Ambient sound

Editing and representation

As a technical code, editing is primarily related to narrative, and many students struggle to make connections between editing and representation. They see how camera-work such as close-ups and low angles conveys status and emotion to the audience. The use of costume, props and settings as functions of mise en scene are also pretty transparent to most students. But what does match-on-action have to do with character or representation? This list is designed to help you to start thinking about how editing can, if sometimes subtly, influence the audience’s reading of a character, and lead on to wider questions of representation. It is not an exhaustive list, and you should be wary of assuming these suggestions are either a) complete or b) foolproof - in the same way that black and white don’t always represent good and evil (just ask a penguin). The role of editing in representation is open to interpretation, and is greatly dependent on context, so use your intelligence :)

Tasks:

1. What is meant by transition of image and sound?
2. Explain in your own words, why editing is so important.
3. Find definition, examples and include brief analysis of the following types of cuts -

Shot/reverse shot

Eyeline match

Graphic match

Action match

Jump cut

crosscutting

Parallel editing

Cutaway

Insert
Dissolve
Cut
Fade-in, Fade-out
Wipe,
Superimposition
Long take, short take
Slow motion
Ellipsis & expansion of time
Post production
Visual effects

Composition and Framing

Find definitions and examples of the following, including analysis of why the technique is used.

Framing

Rule of thirds

Depth of field (deep and shallow focus)

Focus pulls

Help