Research: Media institutions

What is a media institution?
A media institution is a well-established and profitable organization in which deals with the advertisement and promotion of music and entertainment. Media institutions are created in order to help promote an artist or music as well as entertaining the audience as everything is based around satisfying the target audience. Having a media institution can lead an artist to his or hers success as they provide them with a range of various opportunities they wouldn’t of come across if they weren’t signed to a institution. This is because many music companies provide what all artist need, exposure. This is done through the use of promotion and advertising in which the music companies form for the artist. For example, Music channels advertisement, Film soundtrack synergy.

Advantages and Disadvantages of being signed to an institution:

Advantages:

• Remain popular in the public eye, as the institution will carry the artist's reputation in order to stay successful.
• The artist is more secure and stable within a institution with less responsibilities. Most beneficial for new artists who are new to the industry.
• New artists also benefit from institutions as they are able to become popular quickly within a short amount of time ensuring success.
• Financial stability for the artist as recording songs and making music videos will cost high amounts of money without a institution to provide this.

Disadvantages:

• Once the artist is signed, they will have to follow the rules and listen to the institution, restricting them from making independent decisions.
• If the artist is not successful the institution may decide to let the artist go which may be the downfall of an artist's career.
• Getting signed to an institution in the first place may be extremely difficult as the artist may have to prove their worth.

EMI:

·         One of the world's leading music companies

·         International institution

·         Own labels such as Angel, Astralwerks, Blue Note, Capital, Capital Latin etc.

Major artists signed to EMI are:

• Katy Perry
• Snoop Dogg
• Coldplay
• Gorrilas
• Lilly Allen
• tinie tempeh

These artist's are slightly alternative mainstream stars who EMI tend to focus on rather than the mainstream artists. The benefit of working with someone who is not constantly in the public eye may mean that they will get less negative news on them which will help maintain the artist's positive reputation.

Sony Entertainment:



·         Provides music labels for international superstars

·         Formerly known as Sony BMG Music Entertainment and changed it's name to Sony Music in Oct, 2008.

·         It offers hip hop, country, classical, gospel, pop and rock recording labels.

·         An example of artists signed to Sony Music are: 

• Avril Lavigne
• Britney Spears
• Beyonce
• One Direction
• Pitbull
• Chris Brown
• Beyoncé
• Willow Smith.
•  

 The benefit of having a variety of genres in the record label gives them a greater chance in being able to work with loads of different artist and are able to make money through different audiences.

Universal Music Group (UMG)

·         Is the official world's largest music content company

·         Helps to discover and develop recording artists and market their music worldwide

·         Examples of artists signed to UMG are 

• Nicki Minaj 
• Cheryl Cole 
• Busta Rhymes
• Akon 
• Mary J Blige
• Sheryl Crow
•  Justin Bieber

 These artist's are mostly in the RnB genre suggesting the focus on one main genre to maintain the reputation of UMG being successful for this.

Warner Music Group

·         Not as popular as the rest however is still an international institution

·         Record labels include Asylum, Atlantic, Cordless, East West, Elektra etc.

·         Helps artists achieve long term creative and financial success by providing consumers with the highest quality music content available

·         Examples are:

• Paramore
• Bruno Mars 
• T.I
• Kid Rock
• Plan B
• B.O.B
• Bruno Mars
• Estelle. 

This company also focuses on more niche audiences rather than the mainstream in order to promote the other types of genres available.

4 elements media institutions keep an eye on in order to gain success for their artists
Visual Style

 This is how the company goes about attracting their target audience through the use of visual styles such as colours or font styles etc.

Branding
This is the way in which the company presents themselves to their target audience in order to appeal and attract them.
Target Audience 
 This is the specific audience range the company will try to appeal it.
Identity
This is how well the institution can be recognised, as the audience should automatically know what institution it is simply by looking at the logo.


Conclusion: 
This in depth research into media institutions has made me  aware of the world’s largest and successful media institutions and their role in the music industry.  I also now know that some institutions are not as large as others and that some specialise and only work with specific music genres. Moreover, this research would enable me to be aware of the music institution that would suit my genre of music, and my music video. The institution I would pick is Universal music group because they have a great insight into the music industry and they would help me grow as an artist. Therefore I would really connect with my fans and my music video would be appealing to all.

Research: Music video Genres

What is a music genre?
In the music industry there are many different music genres in which a song or a video follows. Music genres are categories in which a song/video will be placed into depending on the conventions of the genre. For example up beat music mainly falls into the house genre. In addition, there are many different genre of music which fall into one which then creates a sub-genre. There is a wide variety because different audiences listen to different music so it is expected that there are options.
 

List of different music genres in the industry:

• Rock
• Jazz
• Musical
• POP
• R&B
• Country
• Gospel
• Soul
• Classical
• Hip-Hop
• Blues
• Cultural
• Alternative
• Indie
• Rap
• House
• Trap
• Grime
• EDM
• Electronic
• Reggae
• Bashment
• Techno
• Afro-beats
• Garage

There are also hybrids or sub genres which consists of two genre sounds merging together for example indie pop means the typical Indie genre of slow the songs being slow may seem much more upbeat due to the Pop genre mixing with this.

Mainstream and Niche Genres:
Mainstream genres are usually Pop as this is what the majority of the masses listen to. This includes, Katy Perry, Meghan Trainer, Taylor Swift, Justin Bieber, One Direction and Little Mix. However, Niche genres are usually Indie or Jazz as these are not popular amongst the masses including artists such as, Arctic Monkeys, Oasis and Owls.

Examples of music genres

Pop

The type of music video has to have the characteristics of the genre it belongs to. The ‘Pop’ genre for instance aims to appeal to the general audience rather than a particular sub-culture or ideology. An emphasis on recording, production and technology over live performance. Moreover, a tendency to reflect existing trends rather than progressive developments. These are some of the factors that determine the characteristics of the ‘Pop’ genre. 

Rihanna's music video is a performance based music video and it uses the use of lighting to emphasis this as there are a lot of bright flashing colours used to reinforce a club night. This is done to entice the audience to want to watch more. The club locations which are used in a lot of Rihanna's pop videos are used in order to create a sense of normality for the audience as they themselves could go to a night club and party like her. This allows them to be able to relate more to the video as they are locations which are used in their lives. This music video follows the conventions of a music video as the editing is in time with the fast pace song, along with the visuals make the video visually stylish to the audience.

Rap

In rap videos generally artists prefer to show realism which is the difference between hip-hop and rap. They mainly show conventional iconography such as drugs, money and women to relate to their hardcore lyric.  

wiz khalifa for example likes to show his hometown. In this video they use a urban location. This is effective as it helps build to their gangster imagine. The visuals in the music video are also very effective as it matches the beat of the song. This allows it to have a greater effect upon the audience. Furthermore, with the video being a narrative based this allows it to create entertainment for the audience. 

Rock

Indie rock bands and any other type of rock band would usually use a lot of performance in their music videos and less narrative because a lot of these artists play music for themselves and not

the industry. This is unlike the majority of pop artists that are treated like a product specifically to make money through sells of electronic music to a big target audience.

Foo Fighter’s All My Life video is almost completely performance apart from the a few establishing shots at the start. They have managed to maintain video excitement by using a fisheye lens on the camera and changing the back drop on stage

RnB
The promotion of the lavish lifestyle through being in love, partying etc. usually being around the theme of , lust and passion which usually apply to females. The main focus is a love story with a narrative rather than concept based performances. The music video tends to fulfil the lyrics through visuals.
Target Audience: Females, 12-25, all ethnic backgrounds.

Grime

Low budget filming and the promotion of the lack of necessities as this is what artist's usually rap about. Typically, showing a 'squad' of boys to represent gangs in communities alongside ghetto themes. The most popular characteristic is rapping about the struggle in living life with a lack of money. This attracts the target audience as they tend to be able to relate to the artist's music as they may be going through the same issues.Target Audience: Males, ages between 16-25, from a black ethnic background usually, however, white artists such as "skepta" have become increasingly popular in this genre.

The importance of following generic conventions in music videos.

It is essential to follow generic conventions in music video. The reasons are as follows:

• To satisfy and please the target audience. The target audience of the specific genre expects a conventional music video that they can relate to. If generic conventions are not used then the target audience could be lost.
• By following the generic conventions, the music video could appeal to a larger audience which would enhance the fan base and therefore would have a larger target audience.
• Could make the music video more popular. There would be an increase in the number of views on the internet such as on YouTube or social networking websites.
• A successful music video that follows the generic conventions demonstrates the prestige of the industry. It would make sure that they make money and profits from the music video.

 

Conclusion
this research of identifying and analysing some of the conventions of each music genre has helped me with the planning stage of this music video. This is because I now know what kind of micro-elements and concepts make up a genre and also how to make the music video relate to the genre whilst appealing to the target audience. I believe I'm a lot confident now in identifying a music video then matching them to the genre of music they are from.

Research: Goodwin's theory of music videos

Andrew Goodwin is a theorist that applied his own understanding to the world of analysing music videos, he came up with 8 very simple however generic ideas about what music videos within mainstream or popular culture consist of. He is regarded as an important theorist in the music industry and is also well known amongst people involved with music.

Goodwins theory that is based on 8 main principles:

• 1) Genre Characteristics.

 The first aspect that Andrew Goodwin identified as a common factor that features in music videos, was that they demonstrate ‘genre characteristics’, i.e. the video is specified to the particular genre of the song it is using. For example, some characteristics we might expect to occur in videos would be 

• A stage performance in heavy metal videos, featuring the band playing their instruments
• A dance routine for a pop group, particularly girl or boy bands
• Expensive luxury items such as cars and jewellery for rap/hip hop videos
• Footage of night clubs and dancers for techno/house/rave videos

• 2) Relationship between lyrics and visuals. 
• There has to be a connection or match from what the words we hear (lyrics) to the shots and filming that makes up the actual music video. There are 3 ways in which the lyrics can be portrayed in a music video these are:

• Illustrative
• Amplifying
• Contradicting- opposite visuals to lyrics hear

  

Often in most music videos the visuals are able to relate to the lyrics of the song in some way. This can be portrayed through the illustrative concept where the lyrics explain what is happening in the scene, this is shown in the music video where he hear the rapper explaining what happened to his dad and family at his apartment and at the same time we are getting the exact visuals of whats happening. The amplifying concept where the visuals seen are an exaggeration to the lyrics in the video and lastly contradicting which is when the visuals are the opposite to what is being said in the lyrics.

• 3) Relationship between music and visual

Most visuals shown within a music video have a clear distinction between the music being played. The visuals being portrayed are often either illustrative of the actual music video or contradicting towards it. For example, a video with fast pace and upbeat music will reflect this in the visuals with fast editing and action. However, if its a slow accoustic song for example, the on screen visuals will often be very soft and slow to be able to relate to the music.

Simz and other Space Age members performing on rooftops, and in hallways under torchlight. The track demonstrates the youthful rapper's all-round skills, and ensures to she continues to live up to the immense hype that's surrounding her. Through the music we that the visuals match her movement and the fat paced editing utilised within the music video. this is one of the main principles i will focus on as it will make my video more appealing to the audience.

• 4) Star image motifs

Music videos nowadays often contain a star imagine motifs, this is when the music video includes as many close ups of the artist as possible. This is done in order to make them popular and identifiable. This is important as it helps promotes the artist and also for the audience to be able to establish who the artist is.

Throughout Rihanna's career, she has built up an icon image. Her music videos need to emphasise, support and reflect her active, rollercoaster, unique style, personality and music. Star image motif portrayed in all her music videos to represent her style and personality. Due to her status in her past music videos her new music videos need to live up to that standard.

• 5) Notion of looking

Goodwin's theory talks about voyeuristic or in other words sexual treatment of the females body in music video's. These are women who are seen as sexual objects in their music video, this could be because of the way they are represented in their music video or their own real life characteristics which is followed with them from the real world. In addition, women wearing revealing clothing has become very conventional and acceptable due to a list of mainstream artist such as katy perry, Rihanna revealing a lot in their videos.

In this video the female body is clearly revealing which would attract the attention of a male audience. The iconography is also used to relate back to the attraction of a male audience as there are sexual dances included. This is one of the principles i'm least likely to use as i would need permission from the female actress which i wouldnt get due to their young age 

• 6) Intertextual references

Intertexual reference is when you're able to find a close link between a music video and a Television programme, a movie or other music videos in general. This is done as a promotional act, linking the lyrics of the song and visuals together in order to create an effect amongst the audience, or to diss and insult another artist.

This music video conveys intertextual reference to Big Sean's song "Play no games" has an intertextual reference to the TV show "Martin". Intertextual references can aid to promoting a video as people can relate to the music video in more than one way. A popular intertextual reference such as referring to 'Martin' which was aired in the 90s, would attract a wider audience and interest into the music video would increase.

• 7)Genre Characteristics

Music videos often reflect their genre through the use of specific characteristics which makes them conventional. So whatever the genre of the music video is, the specific characteristics which are conventional to the genre make us identify the genre by watching the music video. This applies to all genres.

Examples of genre's that carry the genre characteristics

Hip hop 

Fancy cars
Big houses
Portraying women in a sexual nature.

The genre is Hip-hop, the characteristics usually consist of the artist originating from a black background with promiscuous women surrounding the scene. The setting is mostly glamorised with iconography such as gold chains, cars and money in order to promote the lavish life they live. 50 Cent's song 'Candy Shop' fits Goodwin's theory as it glamorises the idea of the rich lifestyle. This video can also be seen as "ghetto" as he presents the stereotypical lifestyle of a "thug" which is conventional to the Hip-hop genre.

Pop 

• Parties 
• Dancing
• Mainly performance based

An example of a pop music video is Katie Perry's song, 'Last friday night' which can be applied to Goodwin's theory well. This is because the video is extremely performance based which compliments the upbeat song and portrays a "cheesy" aspect to the genre.

 

• 8)Performance, Narrative or Concept – based
  

A performance based music video is often used to present the audience in a whole different way and make them the main focus. This allows them to present their artistic talents to their target audience, this could range from singing to even a dance routine. For example, artist such as Micheal Jackson tends to throw in couple dance moves within his performances in order to show off his high level of skill to his audience and also to primarily entertain them.

In this example we can see that the focus is on the band, this can be done because the band using a variety of musical instruments and it could be more conventional for their music video to be concentrated on them.

Adele's song is a mixture of performance and narrative based. Narrative based often means that the music video has a story attached to it which is able to relate to the lyrics of the song. For example, Adele - Someone Like You, this music video talks a lot about Adele's previous relationship and her transition through the tough break-up. This music video is also performance based which allows her to become the main focus of attention and allow her audience to be able to relate to it. This concept is effective as it helps build a relationship with the artist and their audiences.

A music video can be concept based which means that the video consists of a variety of scenes which do not quite make sense however is put together to still create a music video. For example, the song "Only" by Nicki Minaj is concept based due to the fact that the lyrics have no relation to the visuals which suggest why the video is seen as a concept.


Positive Comments:

• Theory is easy to apply to all videos
• Allows you to breakdown the content of video
• Allows you to analyse lots of media ideas (representation, micro elements, genre etc)

Negative Comments:

• Very reliant on mainstream music and pop
• The question whether Goodwin should even be credited for his theory or is it natural?

Conclusion:

Goodwin's theory enabled me to be knowledgeable about the 8 main generic ideas about what music videos consist of. His theory is significant because it is most likely to be the theory that my own music video would consist of for example it being concept based is a main idea this would spark controversy and allow my artist to grow in popularity. Therefore, being familiar with his theories would give me an advantage as I would know what do include in my own music video to make it successful.