MARK KAMARA - A2 MEDIA PORTFOLIO

I am deeply passionate about the media industry, specifically in film, in which I would like to pursue a career in. Since my first spoof music video I filmed and edited in 2012, I have been improving the production quality of the work that I put together. I have also learnt many new skills along the way, from organising, planning, directing and editing sequences, ranging from a few music videos I have done for friends, to even a promotional video for the school which I attend.

 

Music has been a part of my life for a very long time, and not only do I enjoy listening to it, I also enjoy creating my own pieces from time to time, when I sit down and play piano or use my iPad. I find myself constantly varying in the genres I listen to. A couple of years ago I loved rap, and hip-hop, and was influenced into listening to music by artists such as Drake and Eminem. Later on, I began to listen to more alternative music, and expanding my taste. Now, I find that I can almost listen to anything, and I judge whether I like songs based on if I feel the artist or band are talented.

 

Some of the genres I listen to the most are rock, country, world and electronic. I now consider my favourite genre to be dance; more specifically my favourite band is Clean Bandit, who also made my favourite song: ‘Rather Be’. In my opinion I feel the most creative music videos consist of a unique and interesting narrative, as well as well thought about cinematography. I look forward to researching and learning about the music industry for my coursework project this year. 

 

Last year, for my Foundation Portfolio, I was asked create a two minute feature film opening. I began working towards my final product, by researching into the film industry, and common codes and conventions that I put into consideration for my opening. I then commenced the planning stage of my short film opening, which included scripting, storyboarding and casting, (similar stages to what I will be conducting for the music video for my Advanced Portfolio). With the rest of my group from last year, we then shot and edited our final product, which was in the form of a video, this being the actual film opening. You can view my final product below this stretch of text, or by clicking here [1]. After this, I evaluated what I felt went well about the project, and what I thought could be improved. This was a challenging and fun experience, in which I learnt so much, which I believe would greatly benefit me in the project that I will be working on this year.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

This year, I have been asked to conduct research into the music industry, and produce a campaign to promote an album release, which includes a promotional music video, and two of the following options:

 

 

• A website for the band/artist.

 

 

• A digipak for the album’s release.

 

 

• A magazine advertisement for the digipak.

 

 

 

These different forms of media related to a chosen artist or band, in essence, creates a promotional package.

 

Below is a promotional music video for a Band called Clean Bandit [2], and below that is a screenshot of their website [3].

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Below this stretch of text are the digipaks that are released with Clean Bandit’s most recent album, ‘New Eyes’, 

sold via digital download, CD and Vinyl [4] for their music tracks, and DVD for their music videos [5], in which they also take a lot of pride in. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Furthermore, below this stretch of text, there are screenshots of a magazine advertising this album, as well as Clean Bandit’s style and progression [6].

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

A promotional package is used by artists and bands, so that their music can be heard. The most important part of putting together a promotional package is choosing the music that you wish to include. In the case of releasing an album, all of the songs from that album would be a part of that promotional package. A really great video released with one of the songs from the album is also very important, as it would aid in hooking people into watching how the artist or band illustrate their lyrics, which would make them more likely to listen to and buy their music [7].

 

Along with the music video, it is also important that a digipak is created. A digipak is a gatefold paperboard, which consists of plastic trays, allowing CD and DVD’s to be attached on the inside [8]. Additionally, a digipak will have photos of the band or artist, as well as a track list. Digipaks are alternate to plastic CD cases, which do tend to crack quite easily. A digipak will have an overall theme, related to the band or artist, and the album that goes with that digipak. This theme tends to also follow the codes and conventions of the genre of the music that the band or artist create. For example, a heavy metal rock album is most likely to consist of dark colours, and possibly be filled with red text, symbolising blood.

 

It is also common for the artist or band to have a website which also promotes their music, or in this case their album. The website may also have news on the band/artist, a bio, tour dates, and a store, in which their fans can directly access and purchase that artist’s/band’s music. Before the age of the internet, magazines were the primary form of promotion for an artist or band. Magazines still do play a key part in the promotion of bands and artists, as people tend to prefer having physical copies of items, that they can look at or read. A typical snazzy magazine design for a band/artist, again following the codes and conventions of their genre as well as their album, will attract and inform the public about that artist/band, what type of music they produce, as well as who they would mostly appeal to. This in essence will consist of a photo or photos of the band/artist, as well as a bio or supporting information, about the release of their music.

 

Lastly, the elements of a music video will depend on its genre, along with its target audience; however, music videos do follow patterns that are not exclusive to their genre or audience. Typical music videos all have some sort of narrative. Whether the entire music video being a story, or a small part of it, this immerses the audience into an entirely new experience, that the artist’s music itself would be unable to do.

It is also extremely common to have some performance of the band/artist in that music video, whether it being: a filmed live performance, or a rap sequence out in a street, the audience will be able to see that band/artist coinciding with their music. This generally creates a bond of the artist or band to the audience, as humans instinctively prefer something when we can see it. Additionally, the fact we can see the artist/band performing parts of their music, almost verifies that it is their music, as well as shows their talent. This is not always the case, for example, ‘One Direction’ are marketed well, but have little to no musical talent whatsoever.

 

Ultimately, the way that an artist or band promotes themselves, will depend on what they want their audience to think of them, as well as how they would attract that audience, and what age group that audience fits in. Digipaks are constantly evolving, and even though physical music sales are reducing [9], to me, physical music is still more of an incentive to purchase, as I feel it lessens the gap between me and that band or artist.