Music Marketing Blog Post #2

    In our initial research, we consumed content from the following country-music artists: Vandoliers, Florida Georgia Line, Justin Moore, and Jason Hawk Harris. We specifically focused on the ways their labels distributed, produced, and marketed their content. By understanding their ‘image’ we were able to brainstorm exactly how we thought a country music video and group should look (clothing, guitar, animals). By understanding typical distribution/marketing practices, (Facebook accounts and Pandora/YouTube) we could establish a target audience. Then, we were able to think of ways to broaden this audience and expand our artist to fans outside the genre but maintain the initial fans as well. Thus, we decided to keep the beloved ‘Americana’ aesthetic within our video and branding but modernize it by creating social media presences on apps such as Instagram and Twitter. To modernize distribution, we made the artist’s music available on popular streaming apps such as Apple Music and Spotify. 

    Since our song selection fell into the category of Bluegrass. We decided we needed the music video to be quick and engaging similar to the music. That is how we decided we would mix the promo option with the storytelling. Mostly inspired by the lyric, “You and your boys got nothing on me” we decided that the story would be a conflict between two men over a girl. After storyboarding each shot to be diverse and rapid, we focused on mise-en-scene. We planned that the characters would have a wardrobe suited to the aesthetic we were going for thus, jeans, denim, acoustic guitars, and cowboy hats were a must. We also planned to have a farm style background and researched ranches in the area. We finally landed on a location in Davie and called ahead to select a date/ verify we had permission to film. With that being done all that was left was filming and editing.

    On the day of filming we arrived at the location and shot the story first using a tripod. We did multiple takes so that we would have a variety to choose from when editing. A challenge we faced while filming the story was that people kept on walking into the frame while we were filming. However, we were able to gather enough footage for the story and then moved on to film the promo portion. We filmed the artist singing in multiple ‘farmstyle’ locations i.e. in front of a tractor, in front of a horse, and in front of a crop field. We filmed the artist singing the entirety of the song so that we could use any portion of that footage at any point in the final product. We also moved the camera close up and around the artist to further hold the audience’s attention.

    When the filming was complete, we began the editing. We chose to draw in the audience initially with the introduction of the main character and then present the title and artist right as the beat hit. This was done with the purpose of setting a fun tone for the rest of the video that we hoped would promote viewer entertainment. From this point, all storytelling was done in quick shots in time with the beat of the song. However, as the lyrics stretched, for example the lyric “yoouuuuuuuuuuu” we let the clips run longer and used these moments for the promo portion of the video. Finally, so that watchers could easily differentiate between the story and promo portion we used a color filter over the story shots. This filter was called “western gold” and was selected to promote the ‘Americana’ vibe for which we were aiming.

    Lastly, we divided up our presentation by allowing the person who created their slide to present their own slide. This was done so that everyone could speak about a topic they researched which made them appear more competent and knowledgeable. The presentation itself came from a horse ranch presentation and we utilized much of the western influence as a template for our own information. Finally, we decided that the full viewing of the music video should be done right after the genre overview slide so that our audience could first understand what country entails, then see exactly who the artist being pitched is, and then view the pitch.

    This project was fun and gave wide parameters for creativity. It also left me with important knowledge for later projects. Firstly, I saw the value that a good camera will have in a video. I also learned the importance of being aware of continuity errors while filming as it will prove difficult to fix in post-production. Lastly, I learned the importance of having character movement within each shot. I feel that our own video had a quality of stiffness that was completely unintentional. These production lessons will prove helpful in developing the Cambridge Portfolio because they will aid in providing my work with a more mature/professional look that can increase the quality of my projects.

Music Marketing Blog Post #1

        To begin our music marketing project, we needed to understand the appearance of music videos and artists in the country music genre. First, we searched up various country music stars from different labels within the genre. By watching their music videos, we were able to identify constants in wardrobe, setting, and overall production. As such, we decided that our own project would be both a promo of the artist, and tell a story. In order to understand what the “essence” of our brand would be, we researched multiple country music artists on social media. We did our most research on Big Machine’s Artists Justin Mooore and Florida Georgia Line as well as Bloodshot Records’ artists Jason Hawk Harris and the Vandoliers. We found that most country music brands aim to present their artists as ‘genuine’ and like to stick close to a traditionally ‘American’ appearance (acoustic guitar, farm, outdoors, flannel). This is likely done to connect with the target audience that we established through research on top listeners of this particular genre (middle aged white Americans). Thus, we decided that the location would be an outdoor/farm style setting and our brand would have an old-western inspiration in order to contribute to this Americana aesthetic. 

        We listened to all the songs we were given and decided upon the most fast-paced option. We did this because we believe the faster pace will make it more engaging. To come up with our story, we read the lyrics to the song. We decided that it would be about a guy who gets in a fight with another man over a girl. This is because the perspective of the speaker in the song seems to be bragging to another man about a woman in a bar. 

        The problems that came with this process was cutting down on the scope of our ideas so that we could realistically get it done. Originally, we found in our research that farm animals were commonly present within the music videos. Since the genre is so closely tied to this farmstyle, we wanted to have a scene with a horse. However, the rental cost of a horse was unrealistic and therefore, no matter how heartbreaking it was, we had to cut the horse idea. Further, having access to the kind of setting we were aiming for was slightly difficult as the original location kept placing us on hold and asking us to call back. We were forced to research different locations until we found one that we could rely on and that worked with our vision. 

        For the video itself, the next steps will be to actually film according to our completed storyboard. Once this is done, we will have to edit our footage to fit the song. In terms of the powerpoint itself, we need to complete our merchandise. Once we settle on a design, the merchandise can be uploaded to the website and the website can be completed.

Genre Research

 Genre: Westerns 

     

        Westerns are a genre that is typically set in the American West anywhere from 1865 to the end of the 19th century. The stories are centered around characters such as cowboys, outlaws, natives, and settlers as they explore/exist in the “Wild West”. This genre emphasizes the desolate and dry essence of the western frontier as well as the environment’s dangerous elements. While the genre does draw in a broad spectrum of viewers, its violent and action-packed nature targets a male audience.

Genre conventions – Content

        Key elements found in westerns are character archetypes. Most characters in westerns typically fall into one of three main categories: hero, villain, or victim. Heroes in this genre are typically self-reliant, solitary males. Although, some heroes may receive support from a side character. Villains are also typically male characters who  outnumber/overpower the hero. Not always, but oftentimes, these villains are outlaws or robbers. Lastly, characters categorized as victims are usually women, children, or older men who are being threatened by actions of the villain. 

  

        The storyline of most westerns include certain key events. The story typically begins with the premise of a hero entering or returning to a location where they bear witness to the villain’s control or criminal activity. The hero then decides to pursue justice either to protect victims or to gain a reward of some sort. This choice leads into the main action/plot of the story where the hero will put their life at risk to defeat the villain. The story continues as the hero and villain battle it out via various shoot outs, a staple of the westerns genre. Finally, the story concludes with the hero prevailing over the villain. 

    

        Setting is also a huge part of the westerns genre. Most scenes take place within American desert towns. The hostile conditions of the desert play a role in the story by contributing to the  solitary and rugged atmosphere of the location. Within these towns, staple settings are saloons and town-streets. These locations are typically where most of the action (shoot-outs) take place. Since action and violence is so prominent in the genre, most viewers know to expect its occurrence in these two particular locations. Another setting seen in westerns is that of trains. This particular location also fits the typical storyline as the trains are usually subject to robberies by the villain. 

Genre conventions – Production Techniques

        Throughout the production, sound is used to add emphasis to the action taking place on screen. Drum beats are often used in instances when action is building because the sound builds anticipation towards what is taking place. These drums, either paired or followed by the sounds of gunshots, bolster the adrenaline rush provided by  the violence/action on screen. Music created from simple string instruments is also typical of the genre. This is because the music contributes to the setting’s isolated and demanding atmosphere seeing as many of the characters portrayed do not have the time nor the money to indulge in lavish activities. As such, the simple string instruments stress the unpretentious nature of the town, and by extension, the cowboy. Lastly, much of the other music and instruments heard in this genre draw influence from Mexican and Native music to further establish the western and untamed nature of the location. 

        Specific shot choices are also vital in the westerns genre. A variation of the medium shot known as the “cowboy shot” is extremely popular in many westerns. The shot is taken from the mid thigh up and is used to draw attention to the character’s hip. This is because the hip is where the character’s gun and holster is usually located. Further, the shot is able to remain close enough to display emotion on the character’s face.

Institutional Conventions

        Since westerns target a male audience, covers typically display main characters or “heroes” in a masculine fashion (confident, physically strong, handsome). Other stereotypically “masculine” features are also emphasized in the marketing of westerns. Covers include guns, villains, and victims which appeal to violence and heroic attitudes in an attempt to capture the interest of males.

Film Sample #1

                                                
                                                

         The film Tombstone (1993) is an American western, somewhat inspired by events in Tombstone Arizona during the 1880s. The film embodies the genre as the theme of justice is central to the plot and it follows the typical storyline of many films in the western genre. In Tombstone, the heroes step up to take action against the villains known as the Cowboys, who appear to be stronger as they run the town of Tombstone. The film also includes multiple shootouts, a staple of westerns, as shown by the gun fight scene at the O.K. Corral. The film also suits the genre as an appeal to heroics is main to the plot. The heroes are protecting the victims, (townspeople) and are fed up with the lawlessness of the town. Lastly, the heroes, through much gun violence, are victorious over the villains, an ending that is common in the westerns genre.

Film Sample #2

                                                   

        Unforgiven (1992) is an American western film directed by Clint Eastwood portraying a retired outlaw who goes on one last job for the sake of his children. He is tasked with killing two cowboys who disfigured a prostitute. This film embodies the westerns genre as the main hero, Will Munny, portrays the typical main-character archetype of hero. He takes the job not only to support his children’s future but to also pursue justice for the prostitutes. These characters fall into the typical westerns archetypes as Will is the hero and the victims are his children and women. The film also embodies the genre by including much gun violence as the heroes hunt the Cowboys and are hunted by Sheriff Little Bill. This fits the typical plotline of westerns’ heroes risking their life to pursue justice. Much of this action takes place in or outside of a saloon, a setting typical of westerns. Lastly, the movie includes the usual ending of westerns in which the hero prevails over the villains after an intense gun battle. This is displayed by the shootout between Little Bill and Will. Will restores justice for the victims and warns he will return should the prostitutes be harmed.  

Some Other Westerns to Consider:

                                                    

                                                                High Noon (1952)

                                                    

                                                The Good, The Bad, and The Ugly (1966)

                                                    

                                                                Day of Anger (1967)                            

                                                      

                                                           The Left Handed Gun (1958)

                                                        

                                                        Butch Cassidy and the Sundance Kid

                                                                             (1969)

                                                       

                                                                      Open Range (2003)

                                                    

    Sources:

https://www.vulture.com/article/50-best-western-movies-ever.html

https://www.hollywoodreporter.com/movies/movie-news/shadow-superheroes-westerns-are-quietly-popular-971841/

   http://cinemajam.com/mag/features/what-makes-a-western-a-western

https://stockmusic.net/blog/western-movie-music/

           https://storygrid.com/western-genre/

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Intro to my Blog

Who Am I?

        Hello my name is Emma!  I am currently enrolled in the AICE Media Studies AS course in my high school. I have created this blog to document my learning process as I move through different aspects and factors that contribute to the creation of media.