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Record Label Research.

Here are 3 record companies that I found for the genre of synthpop.

TVT Records, founded in 1985.

This company is American, and was founded by  Steve Gottlieb. TVT Records has existed for over 25 years, in which it has released 25 gold, platinum and multi-platinum songs. 
Artists under this label have included Nine Inch Nails, Ja Rule, Lil Jon, Underworld, The KLF, Sevendust, Brian Jonestown Massacre, Pitbull,  Snoop Dogg and the Eastside Boyz, Dashboard Confessional, Default and Ying Yang Twins.
The parent company of this record label is now Reservoir Media Management, from 2010 until present. Genre's included in their business include Alternative rock, hip hop and electronic music. 

Cube Entertainment, founded in 2008.

This company is South Korean, founded by  Hong Seung-Sung, who was the former CEO of JYP Entertainment. This is an independent company with no parent, and has made a subsidiary since 2008 called A-Cube Entertainment which was founded in 2011. 
Artists under this label include 4minute, BEAST, G.NA and BtoB. The genres taken on by this label include K-pop, dance-pop, electro pop, motor pop and  teen pop. 




Mute Records, founded in 1978.

 This company is based in the UK, and is again, independent. However, it has had a parent company of EMI from 2002 to 2010. 
Artists have included Goldfrapp, Depeche Mode, Yazoo, Erasure, Fad Gadget and Grinderman.
The genre usually includes 'experimental' music and is based in London.

Audience Research

Here are the questions which I asked my target audience to get responses on what I should include in my promotional package. First, I asked questions such as 'are you male or female?' and 'what age range are you?' in order to get an idea of the demographic of the people that answered. I then proceeded to enquire how they got their music, and what they enjoy doing in their free time. This allowed me to get a feel for the type of people replying to my survey and whether they were actually my target audience. The series of questions following this are all about synthpop, initially asking if the audience actually liked synthpop, and if they listened to it in their free time. The final questions asked about the promotional packages of synthpop artist's, asking what motifs are usually associated with this genre and what those asked would expect to see.

CD Covers

Robyn - Body Talk Part 1.

• The artist seems to be naked, as there are no clothes visible. 
• There are mini windmills on string attached to her face/shoulders
• Robyn's hair is blonde, with a short 'pixie' style haircut. This could lead towards the stereotypical opinion that women with short hair are lesbians.
• The title for the album is in black and looks almost disjointed, looks like it has been done with a stamp.
• Her skin is extremely pale, almost blending in with the similar coloured background. This could show she wants to stand out, but not in an obvious way.
• There is high key lighting for this photo, shown by her shadow appearing on the background behind her.
• She's not wearing much makeup, again suggesting that she doesn't want to stand out in a too obvious way. This may also show some people that she is plain or 'boring'.
• 'Body Talk' - an unusual title, matching the image as she is not shown to be wearing clothing.
• Windmills and string are pink - suggesting that she is quite girly.
• Not her expected image - Robyn is usually shown to be eccentric.
• She looks fresh - and has defined bone structure.

Ladyhawke - Ladyhawke.

• By naming her album as her stage name, she suggests that she is well enough known for this album to sell solely with that title.
• This is a hand drawn representation of the artist, which may make the album art seem more personal.
• The artist herself is blonde, yet the drawing is ginger, suggesting that she wanted to look more 'unique' and eccentric, also shown by the band around her head.
• This representation of herself is shown with cats and playing video games, something very causal which people would perhaps not expect her to be doing.
• There is a keyboard/synthasizer in the drawing with her, the main instrument of 'synthpop'.
• There are also wires everywhere, suggesting something electronic which links with the artist's style of music.
• The colours in the album art include blues, greens and purples, slightly contrasting with eachother and with the ginger shown in her hair and on the cat.
• This could be seen as a sexual image as she is shown to just be wearing a shirt and pants, or it could be argued that the 'sexual' image is not there because it has been drawn in such a casual style.
• The title is in black outline and not too big - suggesting it is not the main part of the album front.
• This image could show how the artist was before fame, or how she spends her free time, sharing an intimate image with the audience.

Crystal Castles - Crystal Castles.

• This is an image of a man and a woman slumping over in front of what appears to be a garage.
• Instead of a single photo, this image is made up of 2 disjointed photos.
• By the artist's leaning/slumping over, their identity is hidden. As this is the artist's first album, this could suggest that they are not too bothered by people learning their faces, only their music.
• They are both wearing black, with the man wearing a PVC type material, showing an alternate side to their dress sense.
• The title is in white capitals, repeated twice, which may be interpreted as how someone would be seeing it if they were under the influence.
• This is an informal and dirty location, suggesting that they are not sober

Conventions Of Sythnpop

Conventions of Synthpop Genre Music Videos

Synthpop Music Video Analysis

Moodboard for Synthpop

Here is a mood board that represents my group's genre that we have chosen, synthpop. This genre is associated with bright colours such as neon green, pink, red, blue and purple. These allow the motifs from this genre to stand out, especially with the neon colours in a dark space. Dancing is largely linked with synthpop, demonstrated at raves and parties where this kind of music would be played. Due to the connection with raves, this genre could be associated with drugs, such as ecstasy. The music is usually loud, allowing people to easily dance along, making large speakers and sound systems something that would usually be seen where synthpop is present. 

Artists from this genre such as Crystal Castles, La Roux and New Young Pony Club like to be presented as something new and fresh, which may appeal to a teenage audience.

Carol Vernallis' Theory.

Carol Vernallis looked mainly at music videos and their different elements compared to feature films. From her research, Vernallis found that these were the common functions and meanings in music video editing:

• There is multiplicity of incomplete sometimes obscure paths within the music video, such as in Flo Rida - Whistle. In this example, the artist can be seen to be standing on top of some rocks, seemingly doing nothing but dancing and singing into the camera.

The next shot shows some women running into the sea, which appears to be in a location far away, due to the sea behind the artist being extremely rocky and not at all what it looks like in the following scene.

Following this, the different paths or scenarios in the music video are then revealed side by side, with a split screen. This creates no sense of complete paths, as no one scene is completed before it moves onto the next.

• There is generally an unconventional order of shots, with no typical order shown. The video will shift freely between shots, shown in the video 'Take Care' by Drake ft Rihanna. Here, the shots shift freely between shots of Drake singing, to shots of Rihanna, alongside various shots of animals.

This would make the video appear confusing would it be a Hollywood film, however as a music video, the order of shots doesn't make such a difference as there is normally a lack of narrative.

• Time space, character and the narrative are generally incompletely revealed. Although there may be some exceptions, mostly music videos stick to this way of editing. An example of incomplete information is shown in the video for Arctic Monkeys - From The Ritz To The Rubble.

Although the video shows many different actions and characters, nothing is completely revealed, adding a sense of mystery. However this does not matter in a music video, as the images are simply connected to the music and do not have to have a clear narrative, such as in a feature film.

• There is a large theme of discontinuity editing within music videos, as a clear narrative is not essential. For example, in Justin Biebers 'Boyfriend',  where the artist can be seen sitting in a car in one of the first shots, having just pulled up.

The next shot however, shows Bieber to be out of the car, dancing with a group of other people. It is not clear how he got here as the following shot shows him again in his car. Although this would be a major flaw in film editing, continuity is not an issue for music videos.

• The final editing theory picked up by Vernallis includes a type of continuity created using visual hooks. This idea is based on the shots being linked by including the same or a similar figure, shapes, colours, settings etc. An example of this can be seen in Nicki Minaj's 'Super Bass'.

The video has many different backdrops, locations, characters and props, however the viewers can feel a sense of continuity through seeing the artist in each location. This is a figure that appears throughout the video, therefore showing that the different shots are linked and that she is the main artist.

Vernallis also brought up the idea that music videos show a 'phantasmagorical body.' This includes the idea that various shots of the artists different body parts will allow the audience to piece together an image of their body. For example, in Kylie Minogue's 'Spinning Around'.

First of all, the audience is shown an image of someone's feet walking along, which the audience suspect belong to Kylie.

Next, the audience is shown Kylie's head as she is dancing around, which allows the audience to make a connection with the previous shot of the feet, as at the end of the shot they are moving around as if the person were dancing.

Finally, the audience is shown an image of Kylie's bum. Through these images shown in the first part of the music video, the audience can imagine Kylie's body as a whole in their minds.

Andrew Goodwin's Theory

Andrew Goodwin on Prezi

Bordwell & Thompson's Theories.

Low Budget Videos

Just Got Paid

Just Got Paid

Just Got Paid

From these two videos, I have taken note on how to create a successful debut music video myself. Some of the points I learnt are:

Imogen Heap -A-ha!

Imogen Heap -A-ha!

• Matching costumes will make everything look a lot more professional if shooting with a group of people.
• Costumes and settings don't have to be elaborate to create an impact, for example the lack of experimental locations in the first low budget video which I looked at.
• A variety of editing and different camera shots/movements can make the video much more interesting and realistically like a professional video, however only if appropriate for the song and footage shot.
• If a mistake is made or when looking back at footage something has gone wrong or doesn't look realistic enough, then we must shoot again to make the video to our full potential.
• Always shoot so that the performing actor is lip syncing whilst looking into the camera, to create a connection with the audience.
• Choose appropriate mise-en-scene for the song chosen.
• Dance routines can help to make groups look more realistic and professional, if choosing a band song.

Analysis of Rock Video 1

Blink 182 - I Miss You.

Locations:

The locations in this music video are kept to one or two places, including the inside of a haunted mansion and either woods or the most probably the outside grounds of this property. By using these dark settings, the genre of the music video immediately becomes clear to the viewer, creating a dim atmosphere. This may also suggest that the owners of the house are extremely rich, although it may also be suggested that the house is abandoned, taken over by ghosts. Abandoned housing allows for an alternative location, immediately suggesting that this band is not mainstream, and they have taken this in consideration when shooting their video. 

Mansion

 These locations are shot during night time, and appear to be extremely spooky. Night time shooting further shows the intended atmosphere, which may also suggest that there is only darkness in this mansion, due to the metaphorical and literal ghosts featured. This fits to the 'rock' genre as the music is more depressive than upbeat and energetic, explaining the lack of colour and elaborate settings.

Outside Grounds

Clothing:

The clothing in this music video goes along with the haunted, depressive atmosphere of both the song and the rest of the elements in the video. The members of the band are shown to be wearing black suits, almost wedding attire, whilst the 'ghosts' are seen to be wearing 1920's style costumes. Suits here suggest that the band is extremely formal, which is ironic as the song itself is not formal at all. 

1920's Style

The band's costumes contrast with the women's, who are scantily dressed and perhaps aim to be objects of desire. This is typical in music videos where the artists are male.These costumes could suggest that the video may be shot in forgotten times, or that the band members do not actually exist within this mansion.The video gives a sense of filming where they shouldn't be, as intimate gestures are shown between the inhabitants of the house - the ghosts. This adds to the 'spooky' feel and alternative feel which is usually associated with the 'rock' music genre.

Suits

Props:

Although there is a distinct lack of props in this music video, the locations and costumes make up the desired 'spooky' effect. The props which are used simply include the band's instruments and microphones, a cat and a spider. The band's instruments which are featured are perhaps not expected of the rock genre, as one of the members has a double bass. This instrument is usually seen in jazz music, which is very high cultured, perhaps again showing some irony with the song.

Cat

 The hairless cat and  tarantula are extremely connected with the dark arts or general scary atmospheres, which is linked to the genre of rock. This creates a very gothic feel, alongside a sense of death in this video. These animals also suggest that there is no happiness within the area, due to a lack of colour and other insects such as brightly coloured butterflies or ladybirds.

Spider

Cinematography:

A heavy influence to create a haunted effect within this video is based on the camera shots and editing. The setting and costumes are kept simple, relying on the editing for effect. There are a lot of close ups to show details which otherwise may have been missed by the viewer, revealing things which may not have wanted to be seen. This suggests that the video is a further insight into the unknown, or what is not normally seen, shown by the presence of ghosts.

Close Up

 The effects in this video include many fade in/outs and overlays, which helps to create a spooky tone through the mysterious atmosphere. This video is a montage of clips, allowing the viewer to see many different scenes and areas within the house, building up tension and a greater atmosphere. There are many black spaces in the form of shadows or simply blank space in the back of shots, suggesting that the music video is extremely mysterious.

Overlay

Concept/Narrative:

The narrative of this video includes ghosts within a mansion, perhaps the ghosts of the singer's past as he is singing about how he misses someone. The clear concept of the song is not revealed, which goes along with the mysteriousness of the music video itself.