Shooting day part 3

During the shooting we were all doing different task that was crucial for the production, Teodora was head of the camera while we all agreed on different shots and angles, Charlotte was in charge of the playback and taking photos during the shooting while I was writing down the shots, which once that was useable and which once that wasn’t. Since our planning process have been quite long I thought that we personally was quite prepared, since we also were very time efficient but if I had to come up with something that I would have changed not after the shooting would be to choose more reliable people as the cast. What I mean is that I would have been more strict with getting there absolute approval and also knowing that they were excited to do it, for example our singer really help to improve the performance since he really wanted it to look realistic and good. But I was extremely happy and a bit surprised how well coordinated our cast members were as a group which made the whole performance even better then we might have thought from the beginning.

Her is a picture made by Teodora showing a collage of the pictures taken on the day

So now after finishing our first shooting we now have to wait until the 20 of November until we can start editing since that is when we are having our final shooting in the actual scrap yard. The planning for that continues while we are also creating our digipak.

Shooting day part 2

Around 9.30 we did our first take starting out with a wide shot of the whole band but we then realized that the lighting had to be changed since we realized some shadows that appeared when the cast and instruments moved. We then did another one of the whole band then we did nine different shots of the band in the original set focusing on different cast members and instruments. After that we decided to move the set around to use the props more then we have done in the beginning of the shot, we then positioned the cast and the props different in every shot to get different angles of the instruments but also the cast members which would make the whole situation more natural. What I mean is that it would make the scene more realistic and that the cast are actually being in the junkyard and not in front of a green screen. On the pictures posted you can see how we changed the props around showing all of the different ways we could for example use the car, shooting from above, trough it etc.

Here is a picture of me and Tom checking the shots through the video screen to assure that the focus and the angle is right, also writing the details down on the paper in my hands

Around one a clock were felt that we were finished with the shooting and that we also got some extra shots that we wasn’t counting on but turned out to be the one of the best once. So even though you plan everything I would argue that it always best to have the basic things well planned but then to create more inspired shots and angles when your are being inspired by the studio design and props.

Shooting day part 1

Today was the day we have planned for and it was now up to us to really get the shots that we wanted to. We all gathered in the studio around 8.30 staring to prepare the studio with the lighting and assuring that the props was as we have planned but we could now also for the first time see how it looked on camera, we liked what we saw and the set design was approved. Around nine we had started to get the cast dressed choosing what clothes that would fit best into the mod theme that we were looking for. When the costumes were finished we put on some hair and make-up on all of the cast members and then got them to reposition with their instruments, trying to get them comfortable in their roles. We had the song playing for around fifteen minutes while we were getting the camera ready checking that we had the different versions of the track and talked about what shots we could use.

Above is a album made by me from flickr showing some of the photos from the day

Pictures from shooting day

Studio design

Today in the afternoon we as a group started to design the studio and put the props and so on were we wanted them to be. This process was very efficient since we a couple weeks ago did the set design which I also blogged about. The set design paper included the props that was needed and where they were supposed to be placed in front of the green screen. After that we decided where the drums and the microphone were going to be placed among the props. Thereafter we talked about the lighting once again to ensure that we will get the effect and look that we are searching for. The lights were then set according to our plans and what have been approved by Dan in the early planning stage. After an hour of putting together everything we were happy with the result and ensured that everything was prepared and ready for tomorrow including the costume of the cast.

Here is a picture of the final result of the imitation of the scrapyard, missing the guitar and the bass and the lighting isn't going to be in the shot.

Casting problems

During yesterday as I mentioned we have had some difficulties with our cast members turning up and being ill so today we had to make some final decision on what people we might have to reconsider for our music video. As mentioned Will Bodnar, the drummer have during the last couple of days been ill which therefore lead us to the decision of using another person as the drummer since we want everything to be in order for tomorrow.

 So we started looking for people that might do it the last minute but that would also be able to play drums in a convincing way. We first started by just considering males because of the image of the band but since we thought that the performance and the professional look was more important we thought might look at the characters a bit differently. What I mean is that by choosing a female as the drummer would be more controversial if looking at the general stereotype of band and artists. Therefore we also thought this would fit well into our mod culture influences of the whole concept since it’s suppose to be modern, new and therefore in a way also controversial or at least ground breaking. Therefore we are using a girl as a drummer called Laura Cheese, played the drums before is therefore familiar with the instrument and was also one of the few people that was able to help us just a day before the shot.

So even thought the cast didn’t really turn out exactly as we planned I personally think that it contributes well to the image of the band making it more ground breaking and special which has been what we were trying to achieve during the whole planning process.

As I also mentioned before we had to redo our shooting schedule because of the bassist being away for 1 hour in the middle of the day resulting in not being able to do any group shots. So now we are during 10.20-11.40 doing individual shots on the other band members, working around or problem.

Soundcheck

Today the group and me had a meeting with the cast to ensure that they know the song and that they can play the instrument convincingly well for the video not demanding them to know the cords. This helped us to realise some problems that we might face in the future, one of these was that because of the fact that we are shooting in the scrapyard on Sunday the 20th we have to get our cast to participate during the weekend. As we assumed some of the cast member was not very happy to do this therefore we made a backup cast for the Sunday if some people choose not to show up.

Since we are also missing one member because of medical problems we had to re-delegate tasks for Wednesday and also rethink the shooting schedule a bit before the actual day since one of our cast members is going to be away for two hours during the shoot. This means that during this time we are going to do individual shots of the other band members to use the time as efficiently as we can.

Digipak further research

Here is my powerpoint presentation of my further research into the art of digipaks and what should be considerd before making final decisions:

Audience feedback

Here is a presentation of the audience feedback that I did after finishing our animatic storyboarding;

Timeline

During the past week we have been working on our timeline and here we can see our finished result;

The six pages shows the action and at what time it should happens, this well help us on the shot day but also when we're editing our final product.

Letter to Universal Music

To Universal Music Group,

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 a part of this project:

I’m Not Like Everybody Else by The Kinks.

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,

Charlotte Morgan, Nina Jakobsen, Edward Nightingale, Teodora Nguyen

Hurtwood House School.

Feedback

This is excellent work - there are evident clear accounts of your planning and research for your music video production day after half term.  I like the way in which decision making is evident along with reflection and revisions.  Your cast list has been agreed and you need to be working on the set design and organisation of production.  There are one or two ways to develop the blog.  First to begin using a wider range of blogging tools, if you can - there are lots of well presented images, but use of Flickr or powerpoint will increase the creativity that is shown on your blog.  Second the valid, detailed and reflective comments that you make need to be developed further with  key media concepts and theoretical ideas;  for example, link the planning to star image,  or how set design and lighting link to mise en scene and/ or what model's of lighting you are using in relation to your set - key, fill, directional, discuss the intensity and colour and what you are trying to represent about your artist.
This will help make a more thorough evaluation of your work. 
Well done.

The importance of research and planning

During the last few weeks we have had a lot of planning to do to be well prepared for our shot of the music video. All the research we have done have been very useful and we as a group have had an easier time to actually start our planning and making decisions around things. This planning will ensure that we get the final result that we were looking for and we will also be more prepared is something goes wrong during the shot. Overall the research and planning might seem a lot of work but we all know from personal experience from last year that this is one of the most crucial steps before the shot day.

Cast list

During the past few days we have been asking different people that we think would look and fit good into our music video and after asking people about their skills and if they know the song and if they actually would like to participate in our video. We ended up by choosing for guys mostly thinking about their look but demanding them to at least look up some facts about the instrument they might be playing in the video.

Cast List
I'm not like everybody else - Infernal

Lead Singer – Philip von Drechsel

Bass – Merlin Talard

Guitar – Tom Evans

Drums – Will Bodnar - Horvath

Below is a picture of the feedback from our teacher, giving us the green light

Set design

Today during the lesson me and Teodora worked were hard on finishing our "set design" deciding upon what colours and lighting we wanted to use in our set in the studio. So we decided that we wanted natural lighting and have a key light that gives a theatrical light, the light is coming from a high angle straight on the band performing. And we are also using a back light that we want to be light and gentle so we can still see the background behind the band. The colours that we are using are metal grey and a darker blue to get the right feel that the band are in a junk yard and we might also use a smashed car behind the band playing which we are trying to get in a bright colour like red to make it really stand out in the background, this is to help the audience understand our idea and get the preferred reading that we as a group are hoping for the audience to understand.

Here is a picture of the set that we designed and here we can see more clearly what our idea looks like;

We also got feedback from Dan, the man who handles the lighting and so on and he said;
That he thought we should go with the idea of doing a more natural lighting to make it look like daylight and that we are actually recreating the scrap yard that we are filming the narrative. So instead of doing a performance based lighting we are trying to get a more natural feel to it though we're still using a back and a key light in the shot. Dan also agreed on the choice of colours; metal grey and darker blue and thought that the idea of getting a bright colour on the vehicle in the background would fit really well.These type of techniques will help the audience to believe in the location and therefore also get more involved in the performance and the possibly the band.

Here's the feedback from Dan; me asking the questions and Teodora filming

Shooting schedule

To be extra prepared we have to finishe a breif/draft shooting schedule to know how the day might look and to know how little time we have in different location;

8:30 – Meeting at the studio with crew and cast informing about the day

8:45 – Costumes and make-up

9:00 – Set up the props

9:30 – Set up cameras and lighting

10:00 – Shoot starts – live performance shots
wide shots of band
close-up on all the different band members
high angle shot of the band
low angle shot of drummer
shot of drumer from behind
mid-shot on guitar and bass both together and separate
tracking shot around the lead singer

13:00 – Lunch Time

13:30 – Depart from school to scrap yard

13:45- Arrive at scrap yard

14:00 – Shots of scooter driving outside scrap yard and arriving there
Tracking shot
mid shot
close-up on driver
from above and behind see the scooter driving away

15:00 – Scooter in the scrap yard
point of view shot on scooter arriving at the junk yard

15:30 – Narrative shots – playing cards, shots in car, playing around
close-up on all the people playing card both separate and together
mid-shot on all the band members playing card together
close-up on card and poker chips
facial reactions close-up

17:30 – Girls running towards band creating a bit of kaos
point of view seeing girls approcing both long and mid shot
see the boys band members reacting on the girls approcing
close-up on girls getting exited
mid shot girls starting to run
long shot seeing the boys standing up starting to run the other way
Both the girls and boys in the same shot, long shot seeing the girls chasing the boys

18:00 – Back at school

Costume list

When deciding upon what costumes to use we research thoroughly into what the mod culture represents regarding clothes and their particular style. This was important since we are trying to convince the bands star image as being a mod band and also caring about how they look and what they ware. Therefore we also looked at everything from shirts, belts to shoes to really get the mise en scene right and to really give the message of mod out to the audience.
Here is the list of what costumes we are using for the music video both girl and boys;

• 4 Bowler Hats
• 4 pairs of black trousers; Chinos
• 4 white collared shirts
• 4 black ties
• 4 pairs of Chelsea boots
• For the girls – mini-dress, mod style, white boots or sandals

 

Props list

To really succeed with the mise en scene of the music video we didn’t only have to think the costumes through but also what props we are using in the music video to be sure we have included all we need in the video.

We started by writing down the most obvious thing such as the instrument that we will need for the music video, and then we started our research into what we might need for the narrative in the music video.  We came out with the basic stuff that didn’t have to be look through that much such a deck of cards. But then for example we needed chairs and a table which meant that to fit into the shoot; we needed to find 4 chairs and a table that would fulfil the mise en scene of the junk yard as if they had find it in the junk yard and not as if they brought them there.
Overall we knew quite well what we needed and what things that would complete the mise en scene and make it look `real´ to the audience.
Here is the list of all the props we are using in the music video;

• Scooter(s) – mod                                        ---->
• Table where they will be playing cards
• Four chairs (black ones or black stools)
• Set of cards
• Some poker chips
• Empty beer bottles
• Some cigarettes + a lighter
• 4 baseball bats
• For the studio (trash looking like the junk yard)
• Instruments – drums, guitar, bass guitar and a microphone on a stand

Digipak development and research

Evaluation of animatic

When we started to do the storyboarding we had a hard time deciding upon if we wanted live performance and in that case how much. We all went away and drew what we thought should be in the music video, of course taking the initial mod idea into consideration. We then choose the parts that we liked and put them on a bigger sheet of paper were we could get a better overview and the filming was then in progress.

We then used the shots in the editing program putting them together as basic as we thought we wanted it but then we had some problems. But before we started putting the shots out we marked the beats of the song to try making the editing quite flowing which made us shorten the shots to much which then caused us problems having too few shots to finish the song. We then had to decide to use more live performance then we planned but we then thought it turned out to the better and we were all satisfied with the result. The live performance we feel are the strength in our music video while the narrative is the part that has to be better planned through before the final shot day, what I mean is more precise shots.

Overall we are going with the idea of editing to the beat of the song and might go for quite quick shots though still not faster than the actual melody of the song but we might have a very regular transition between the narrative and the live performance. Since I thought that when we were using three narrative and then three live performance regularly in the storyboarding animation was really making the video interesting we decided to apply this to the real music video as well.
We also got some feedback on our idea and our animatic, so they proposed that we could use a camera when we filming the scooter which we would tie to the helmet of the driver and therefore give some cool shots as a point of view of the driver. But overall they thought that or idea was possible and that they only thing we need right now is the confirmation of being able to use the scrap yard.

Finished storyboarding

Here is the finished product of our storyboarding that we have now edited together

By creating a storyboard for our music video we will clearly know what shots we want to use on our shot day, also if any key person would be missing we can always refer back to the storyboard to clearly know what we are suppose to be shooting. By the putting them together into a animatic's it gives us a group a preview of our finished product and if there is anything we see that we might be missing out on our that doesn't look as good as we thought we can take it out and replace it with something better.

Editing of storyboarding

After filming our storyboarding we have now started to edit it in the editing suite. Since our song I’m not like everybody else has a lot of beat in it we thought it would fit well to edit according to the beat to make the editing a bit smoother. This will also help the viewer/audience to automatically think well and in most cases like the way we edited it since it fits well to the music and the actual song.

So to make this easier we use something called markers in the editing program, we then put out the markers every time we hear a specific beat that we feel an edit should be done. We then put in the frames according to the markers and cut them down to the length that we want them to be. What has now happened that we wasn’t predicting before is that we are going be using a lot more frames than we planned but this was easily solved since we wanted to use the performance act a bit more that we could fit in before. Below is also a video of us working on the editing for the storyboarding.

Storyboarding

During the last week we have as a group worked on our storyboarding and how our music video might look like as an end result. We started by just throwing out ideas and then putting them on paper in terms of pictures we then cut all of the different frames out and put them on a bigger sheet of paper in the order we would like them according to the song.

When we finished this we filmed each frame for ten seconds and in order so we later could edit this and put it together as a little film making it as a preview of our music video, it was a lot of work and above all team work but we finished on time. Here is a photo of how it looked like when we were filming the storyboarding;

 (me writing the details for the different frames)

Media in the online age

During Fridays lesson our teacher introduced the exam topic "media in the online age" to us and showed us a clip from Youtube which I though was were interesting. It's a man called Michael Wesch that is stating that we are the media but at the same that the media is using us;

Feedback

Excellent.  Your response is detailed and through and you have been creative with your blogs, I particularly like the use of images and text to convey your points. ou have a secure knowledge and understanding of who you want your artist to be signed to; perhaps you could link this further by stressing the advantages that your artist has signed to the particular record label.  excellent research into CD covers and you have a wide range of examples, and this would be developed further if you can link the real product to how it will influence your own designs.  Please do identify and profile who your target audience is.

Our planned target audience

Our target audience is planned to be mod fans, boy band fans and we can therefore possibly reach out to both female and male audience. The sexual magnetism aspect of the video will be targeted to girls that we were planning on having in terms of the band and their looks but the age segment for the pop video will be ranging mostly from 16-30.

We therefore was planning to use young age people in our band and also good looking. Overall our audience is right now quite wide though we have a more focus group of mood fans, but during the process i think that a more specific audience will appear as our concept may change in small ways.

Typical mod bike

I'm not like everybody else lyrics

I won't take all that they hand me down,
And make out a smile, though I wear a frown,
And I won't take it all lying down,
'Cause once I get started I go to town.

'Cause I'm not like everybody else,
I'm not like everybody else,
I'm not like everybody else,
I'm not like everybody else.

And I don't want to ball about like everybody else,
And I don't want to live my life like everybody else,
And I won't say that I feel fine like everybody else,
'Cause I'm not like everybody else,
I'm not like everybody else.

But darling, you know that I love you true,
Do anything that you want me to,
Confess all my sins like you want me to,
There's one thing that I will say to you,
I'm not like everybody else,
I'm not like everybody else.

I'm not like everybody else,
I'm not like everybody else
And I don't want to ball about like everybody else,
And I don't want to live my life like everybody else,
And I won't say that I feel fine like everybody else,
'Cause I'm not like everybody else,
I'm not like everybody else.

Like everybody else,
Like everybody else,
Like everybody else,
Like everybody else.

If you all want me to settle down,
Slow up and stop all my running 'round,
Do everything like you want me to,
There's one thing that I will say to you,
I'm not like everybody else,
I'm not like everybody else.

I'm not like everybody else,
I'm not like everybody else.
And I don't want to ball about like everybody else,
And I don't want to live my life like everybody else,
And I won't say that I feel fine like everybody else,
'Cause I'm not like everybody else,
I'm not like everybody else.

Like everybody else (like everybody else),
Like everybody else (like everybody else),
Like everybody else (like everybody else),
Like everybody else.

My brief idea for our digipak

To give an idea of what influences and what my ideas are for our final CD-cover I did a flat plan of how the front and back might look like. But since we right now don't know what people we are going to use for our music video and how they look like the idea I did is more of a brief idea that could influences our final CD-cover.

My biggest influence was to use the colours representing the mod culture but also the the UK in a way, but the sketched people on the front cover are there to represent they actual people that we are going to use in our music video.

Digipak covers used by similar artists

To make a fair and helpful research into digipak's I looked at some similar artist before starting to plan our own cd-cover for "infernal". So I looked at similar artist such as the kinks, the who and the clash which all are from the UK and have that special mod style about them.

The Cd-cover on the right is on made by the kinks to show their image and what they stand for they use the colours used for mod's and their symbols, blue, red and white. But also happens to be the colours that represent UK therefore also showing the band is from the UK.
The second CD-cover is also of the kinks were they are also using the same influences by using specific colours but also always showing all the band members to make it clear to the consumers who they actually are and what they look like. This can help to target a bigger female audience which might be attracted by their looks or so on.

(The picture on the left are showing two CD-covers from both The who and also two from The clash)

They method of showing the whole band and clearly showing that the band or the artist are from UK is seen almost throughout all of the CD-covers from the similar artist I have research and also using the colours representing the mod culture.

What institution that would sign our band "Infernal"

I would classified our band “Infernal” as a band trying to show a more creative side of their music and would be more about the quality and the content of the music and albums. Therefore I would say that “Infernal” would be signed to a subsidiary which would be seen as an independent institution but would work together with one of the bigger majors such as BMG, Warner etc. An example of an institution like this would be “Broken English”.


The problem with not using a major is that the chance of reaching success is often seen as more difficult since the major is often involved in the decision making in how much money that should be used to invest in the band or singer. But by still using a subsidiary the music can be seen as more original and can also be valued higher as it’s not targeted to a mass audience, which I would say the music made by “Infernal” wouldn’t be. But instead to a more specific audience that is more interested in the quality of the product. Then we have also focused on the idea that “infernal” has a focus on “out with the old in with the new” and is also what the sub-genre MOD represented during their time. So the audience of Infernal would be people also interested in recycling and the renewing of products and the world.

The Pitch

This is the idea we pitched to our teachers to get the "green light". After the presentation we agreed that some changes needed to be made so this is more of a brief idea of what we are doing and not the end result.

Planning our final idea

Since we now know what song we want to have for our final piece we have started to analyze the lyrics and what kind of narrative story we could fit into the music video.  We all contributed with different ideas and looked through some videos on YouTube.

This is a clip from a film called clockwork orange and at 0.45 it gives a good example of how we want to start out our music video showing that the person is not “like everybody else” which is a sentence that is constantly repeated in the song.


This was also a video that inspired us, we are planning on using the same kind of concept by having the main person in the video walking down the street doing weird and unexpected things which again is referred to the song “I’m not like everybody else”.

We were also hugely inspired by the mod fashion that was popular during the time the song came out and is also the type of clothes we are planning on using for the music video. This also gave us the idea to use a scooter in the video since this is a known “item” for the people into the lifestyle and fashion of mood.

Proposal for a new popular music artist

Her is our proposal of what we are actually going to do for our music video and how we are planning to represent the artist and the band within it,

Name: Infernal
The name is very important for a band since this is how they are going to be recognised and in a way for what they stand for, a alternative band for example often have weird and different names. Infernal means on the way to hell and also " very intense and uncontrolled fire" which we though was a good name for an indie name and is also easy to remember and can be connected to words you already know.
Genre: Rock/pop band
This is of course depending on the song and will be a big influence on how the music video is going to look but from the song we choose this will be the genre we aiming for and want to create a music video for.
Type of act: Live performance
We wanted to lay the focus on the talent of the singers and the band and especially on the song they are performing in the music video.
Star image: Clean, professional image but with hint of alternative and creative base.
Target audience: Girls,  but also boys and girl that like quality music and people that like indie rock music.
the targeted audience is mostly girls since in the band there are going to be four good-looking guys, but it will also be a band that will fit boys that look for quality and creative music with well thought through ideas. The band is also aiming to perform during festivals and the fans are very important for their success so their audience is going to be over a big geographical area.
Choice of track: I'm Not Like Everybody Else by the kinksafter look into the song we wanted to use we find problems with all the different song like, they were to short, to repetitive etc.. so we found this song and it had everything that we were looking for.

                                                   

Initial ideas with the group

In media today we got our group which we will be working together with doing our coursework. Her are the links to the to girls blog’s that I’m working with: Link:Charlotte Morgan and Link:Teodora Nguyen

We agreed on some initial ideas that we all had and put our ideas together to actually create a finished product or at least on the way of getting there. We first of all wanted to use an old song and therefore an old band; since these often don’t have a music video already we thought this could be a good opportunity to be extra creative. We came to the conclusion of using a live performance as our type of act either with or without audience. We want the video to look kind of creative and we want it to be something different from want is produced now a days. We pitched some ideas like using black and white to make the video look a bit older but have a contrast colour like red that will be shown on different details in the video.

So the different song we were planning on maybe using for our music video were these once which fits good into what we are looking for:

                                                  The kinks – all day and all of the night

Fleetwood Mac – go your own way

The clash – should I stay or should I go

Research into a real artist

To give an example of the three things needed for our advance portfolio (website homepage a cover for its release and a poster for the band) I will research into an artist and give you an example of what you could do for you coursework.

By looking at her different promotion products such as CD, homepage, music video and so on you can see a specific image that she is selling to the consumers and her audience. Her image could be referred to as very “real” and this is emphasised in the music video since it’s not about her but instead it is more artistic and is mostly about her talent, her singing.

The Breif for advanced port folio

The Brief

1. A promotion package for the release of an album, to include a music promo video, together with two of the following three options:                   

a website homepage for the band;

a cover for its release as part of a digipak (CD/DVD package);

a magazine advertisement for the digipak (CD/DVD package).

All material for all tasks to be produced by the candidates with the exception of acknowledged non-original sound or image material used in a limited way in video/radio work. Further guidance will be available in the support materials. For music video, permission should be sought from the artist for use of the audio track.

The centre will be expected to allocate marks according to four levels for each of three categories:

Research and Planning

Construction

Evaluation

In arriving at a level for each category, teachers are advised to look for evidence of ‘best fit’. It is possible both for a candidate to be placed in different levels for each of the three categories and to receive quite different marks from other members of the same group responsible for producing an artefact, according to his/her contribution. Teachers are asked to support marks with written comments under the three categories on the assessment sheet.

The music industry

The music industry consists of 5 major once called Sony, universal, Warner, BMG and EMI. The four first once mentioned are conglomerates and has a global interest in the media and together they own around 76 percent of the UK music market. These four also have oligopoly which means that they own, control and construct the market/industry. EMI is a bit different from the other major once since it’s a national music company and does only do music and nothing else like movies and so on.

But then there are also Minors also called independent companies which on the first hand are known to use a different distribution line to get their product out to their consumers. These companies are often seen as more creative with their music and so on because the quality is very important if you can’t spend to much money on marketing and distribution. The independents own the rest 24 percent of the market and are some different once like domino records, ghost box, essential direct and so on. Some of these smaller companies are subsidiaries which mean that they are working together with the major companies in example the line of distribution.

Overall the work of the company is very important for the success of the artist, also referred to as their product which they create an image to.

A music video

"Music video is not primarily a commodity form but a promotional one" (Andrew Goodwin 1992)

A music video can be interpreted in different ways by the viewers but overall a music video is interchangeable which means that I can be used for all the different genres that the music industry actually represents. Though a music video often is used for the same specific things
- To promote the artist or band
- It is a way of showing the image of the artist (Dyer)

But what is a music video? According to different theorist it could be either:
- organic which basically means authentic which is what Negus is a believer of
or
- synthetic in other words mass produced.

But however a music video is in its simplest form: A music promotion video that is a short moving image product that is shot for express purpose of example encourage sales of the music in other formats such as Cd’s.

Her are some screen grabs from the music video Link: Avril Lavinge -Girlfriend

This first picture is a good example of how she is representing her starimage in her music video, still trying to aim for the younger but teenage audience. Using colors pink and black and not wearing to sexy clothes - "she is bad but in a good way".