Research into Institutions: Music Magazines

I have researched some music magazines in order to discover the appropriate magazines to send my album advertisement to. To achieve this, I wanted to find out the target audience and typical genres the magazines aim to focus on.

Kerrang! Magazine
A weekly music magazine that was first published in 1981, that focuses on mainly the genre of rock and its subgenres. Its main features are articles and interviews with bands, live music reviews, album reviews, posters and a feedback page. It is where I found a lot of my album advertisements to analyse. Its rebellious nature with its tagline 'Life is Loud' is conventional to my music genre of pop rock and appeals to a teenage/young adult target audience.

Q Magazine
A music and entertainment magazine published monthly that includes a broad range of music genres including pop rock. It has a large review section, so album advertisements would grab the audiences' attention and be suitably placed near the album reviews. This magazine tends to print advertisements from pop rock bands that are more musically credible and sophisticated than the likes of bands such as New Found Glory in Kerrang! Magazine, for example The Killers and Franz Ferdinand, in order to appeal to its slightly older audience.

From my album advert analysis I found that these two magazines featured a significant amount of album advertisements from pop rock artists, and from researching further they match the music genre and target audience I am focusing on. Thus, they are appropraite magazines in which to print my advertisement.

Research into Institutions: Music Television

The British television company Box Music owns the following music video TV channels that I think would be approprate to broadcast my video.

Kerrang! TV is a music video network which broadcasts mainly pop-punk/skate punk videos. It was launched in Spring 2001.

Schedule:
09.00
100 Tracks You Must Download
A guide to the best songs around.
13.00
100 Tracks You Must Download
A guide to the best songs around.
17.00
The Kerrang! Rock Top 40
This week's top 40 tracks according to Kerrang!
20.15
Rock Heaven: Best of the 21st Century
The biggest videos from the greatest bands this century.
23.00
Today's Rock Fix: Top 20
Get your rock fix with our daily countdown of the 20 biggest artists of the moment.
00.40
Loaded: Latest Videos
Your indispensable guide to the hottest new bands and videos right now.
01.00
Chaos: Rock Excess
Nothing but the hardest rocking videos for the most hardcore rock fans.

(Taken from: http://your-tv-guide.com/tv/Kerrang!/)

In order to target my teenage target audience and broadcast my video to them, I have to take into account their interests and hobbies. This means that in the evenings they may be at socialising events or gigs, and in the daytime they may be at school or college. Therefore I believe the best slots for my music videos are The Kerrang! Rock Top 40 at 17:00 and the 00:40 Loaded: Latest Videos which they could watch on arriving home. These programmes also seem suited to my particular music genre of pop rock as programmes such as Chaos: Rock Excess would not be suitable to broadcast a video of such a light-hearted and mainstream genre.

This channel would be suitable to broadcast my video on as it appeals to the rebellious and fun-seeking nature of my audience and broadcasts a wide variety of rock acts.

4Music covers a wide variety of genres and broadcasts more mainstream videos from popular artists. Its target audience is teenagers and young adults which matches the target audience of my music video. It was launched in August 2008 and so is a fairly new channel, however from my audience research I know it is a popular channel amongst members of my target demographic.

Hit40UK
13:15
Find out what is the UK’s official number one as Dave Kelly counts down the UK’s 40 biggest videos of the week. 180min.
4Music Summer Big Ones
16:15
Here at 4Music, we like things big, and they don’t come much bigger than these huge hits. Your ears and eyes will agree: size does matter! 115min.
Today's 4Music Top 10
18:10
Your daily dose of the biggest and best hits molesting our music shafts here at 4Music HQ! 50min.

(Taken from http://blog.zingzing.co.uk/index.php/about/4music-tv-schedule)

I believe that any of the above programmes would be suitable to broadcast my music video, especially Hit40UK and Today's 4Music Top 10, as chart countdown programmes engage a young audience who will favour bands who rank high in the charts.

I believe 4Music is an appropriate television channel to broadcast my pop rock band's music video as due to the channel playing more mainstream artists and aiming for a wider, less segregated audience than Kerrang!, my music video will reach a wider number of people and the light-hearted sound of pop rock will be suitable for the channel.

Research into Institutions: Record Label

Interscope Records

A lot of successful pop rock artists have been signed by the major American record label Interscope Records. For example, blink-182, No Doubt, The Fratellis and The All-American Rejects are all acts under its' name.

Owned by the Major record company Universal Music Group, however orginally given financial support from Atlantic Records when founded in 1990 by Jimmy Iovine and Ted Field.

In the early years, Interscope signed pop rock bands such as No Doubt and also some hip hop artists such as Tupac. Then, in the turn of the 21st Century, more pop rock acts such as Jimmy Eat World and All American Rejects were signed.

In light of this information, I believe Interscope Records would be an appropriate record company to sign and promote my pop rock band.

Myspace

In order to target our band/artist to the target audience, I looked at the social networking site http://www.myspace.com/, which has band and artist pages.

Myspace has had a huge impact on the music industry: in the way artists communicate with and gain new fans; the promotion of themselves and their music through pictures, banners, tour dates and, most importantly, free music.

Being free means that both small, unsigned bands and the biggest selling artists have exactly the same tools at hand. As Myspace has become such a global phenomenon, almost every artist will have a Myspace page.

Also, labels and artists can target their specific audiences much more easily through Myspace, particularly a young, modern audience.

Within the pop rock music genre we are working in, bands such as Panic! At The Disco have risen to fame from Myspace.

On our magazine advertisement and CD cover, I will include a Myspace address in order to target a younger and modern audience by appealing to their interest in social networking, and further promote my artist and their music.

Analysing comparable products: Magazine Adverts

Album Advert 1:
The Killers 'Day and Age'

Found in Q Magazine, March 2009, which has a long feature on the band meaning readers would be more intrigued by this advert after reading. It is also found just after the album reviews, enticing music fans to buy the album. The advert immediately grabs the attention of the audience through the colours used; the purple, pink and white are warm, enticing colours with connotations of a sunset, suggesting the album is fresh, new and innovative. These colours also connote the possible mood of the album, suggesting it is light-hearted and relaxed, appealing to a laid-back audience. The colours also relate to the word 'Day' in the album title, making it more memorable. The idyllic image used also entices the audience- the yellow plants and trees and starry sky at the top of the advert further connote a sense of freshness and excitement. The image is also put together to be representative of mosaics, which connotes an artistic credibility in the music, appealing to the readers of Q magazine. It is also unrealistic and slightly cartoon-like, which gives it a light-hearted mood and is conventional to pop rock. The band name is in large, white lettering, in the Killers' signature font, meaning the advert is recognisable to the audience. The white, circular font against the blue background has connotations of stars in the sky or even spotlights, which makes the band seem exciting and gives them star status. The copy at the bottom of the advert reads 'The Brand New Album' in bold, capital letters; white against a black background, giving the album an epic status and making it seem unmissable to the audience. The language used, such as 'Brand New', appeals to a young target audience who would want to keep up with popular music. The subtitle 'Featuring the single Human' engages fans who may have heard this song.

Album Advert 2:
Tonight: Franz Ferdinand

Found in Q Magazine, March 2009, just after the Contents page, meaning audience's attention would immediately be drawn to it upon opening the magazine. The image instantly presents an enigma to the audience, as the frontman is positioned to the left hand centre of the frame, holding his hands up to the camera, connoting a sense of mystery which is emphasised by the black and white image. These colours, however, are atypical of the pop rock genre, because both Franz Ferdinand and Q Magazine try to connote a sense of musical credibility as well as be young, exciting and engaging to their audience. The image tells a story to the audience, as in the background there seems to be some kind of death scene. This makes the band and album seem interesting and entices the audience to find out more. Also, using the band members in the image makes the artists recognisable to fans. The bold white font against the black background reads the album title 'TONIGHT:', which instantly grabs the attention of the audience as it appeals to their interests and hobbies; making them believe there is some kind of event happening. The unstructured, orange band name connotes a sense of anarchy but also adds a pop of colour which gives the advert a more light-hearted feel. The copy at the bottom of the advert is in small, capital letters with lots of information, communicating that the audience are getting more for their money, reinforced through language such as 'deluxe' and 'limited edition'.

Album Advert 3:
New Found Glory- Hits
Found in Kerrang! magazine, the bold, red font of the band and album titles instantly grabs the attention of the audience by connoting a sense of danger and urgency. Red is also a conventional colour found in pop rock album covers. A compilation 'Hits' album must encapsulate the essence of the band and music, which it does through the different sized, distressed style font used, connoting a sense of anarchy and rebellion and making the pop rock genre easy for audiences to identify. Pop rock originated in America, so by using stars and stripes at the bottom of the advert they further connote their genre and musical background. The fact that Kerrang! is a UK magazine is made use of; a USP is presented in the copy 'Plus 2 tracks never before available in the UK', presenting an enigma to the UK audience by making them believe this album is exclusive and new and exciting to them. It also appeals to fans of New Found Glory who may already have all the songs on the album by making them believe they are getting something new and exclusive. The tagline reads 'The Best of New Found Glory, hand picked by the band that started it all'. The words 'hand picked' makes this seem exclusive and connotes a sense of a personal connection between artists and audience. The list of tracks included are in different sized fonts; the most well-known songs are in the largest size so audience would recognise songs they may have heard. The image of the boxer makes the album title 'Hits' more memorable to the audience.

Album Advert 4:
Panic! At the Disco - A Fever You Can't Sweat out

Found in Kerrang!, May 2006, the dark background fits with the rock magazine this is found in and thus appeals to readers. However, a cartoon floral border including the conventional pop rock primary colours red, blue and green, and bold, bright yellow swirly lettering plus comical album cover image give this a more light-hearted, quirky feel and appeal to a young and fun-seeking target audience. The image of the album is slightly askew with cartoon hands holding it either side. Using cartoons is conventional in pop rock and the lopsided album gives a quirky, unique identity to band, whereas the hands connote the popularity of the album, appealing to a young, 'in-the-know' target audience. The dark background, cartoon floral border and swirly lettering also give the advert a vintage, kitsch feel, connoting a sense of uniqueness and the experimental nature of the band. The subtitle tells the audience the singles featured on this album, which are well-known and so engage possible fans.

Album Advert 5:
Finch - Say Hello To Sunshine

Found on the back page of Kerrang! Magazine, June 04 2005, this advert immediately grabs the attention of its audience through its bright colours such as white and yellow and its sunburst background, which jumps out of the page and connotes that the album is fresh and innovative. The use of colours such as white, blue and yellow give the advert a light-hearted yet energetic mood which suggests the possible fresh, exciting sound of the music, appealing to its young and fun-seeking target audience. It also links to the album title 'Say Hello to Sunshine', which communicates directly with the audience by telling them what to do, persuading them to buy the album. An image of the album is placed at the top of the advert and its background, the sun coming out of the clouds, is the same as the background of the advert. By continuing to use this background, the album becomes more memorable to the audience and would be recognisable if they were to see it in a shop. It also emphasises the connotations of freshness and energy. The image of the album takes up a large proportion of the advert, meaning fans will remember it more, and follows conventions of pop rock album covers; the cursive-style font, cartoon like image and bold, bright colours like yellow, blue and red. The strange image of the album cover is intriguing to the audience: a house appears to have been uprooted. This could suggest the impact the album will have on the audience by connoting a feeling of elevation. The subtitle reads 'Say Hello To Sunshine The Album Out June 6th'. As this magazine is dated June 04, by placing this advertisement on the back page it reminds the audience to buy the magazine in two days' time, whereas it may be forgotten if inside or near the front of the magazine. There are also tour dates included in this advertisement, which are placed infront of the sun in the background, making them seem exciting to the audience, and appealing to the interests and hobbies of the teenage audience.

Album Advert 6:
Feeder - The Singles

Found in Kerrang! Magazine, May 2006, next to the contents page so readers will notice it upon opening the magazine. Immediately the audience's attention is drawn to the bold, capitalised white font of the band name and album title which stands out against the black and white background. This makes the band and album seem epic and sure of themselves, connoting their musical credibility. The black and white image connotes a sense of mystery as well as a sense of age; it suggests the length of time the band have been going. The central image of the artist also connotes a feeling of being frozen in time, emphasising the fact that this is a compilation CD and contains every single the band have produced. This emphasises how prolific the band is within the pop rock genre, making them more appealing to the audience. The image of the artist is blurred and in mid jump, connoting a sense of energy and fun and so attracting the intended audience. The background, however, is very dark with distinct shadows in order to contrast with the energetic and exciting image of the artist. Also, the guitar stands out as it is bright, meaning the audience can identify the music genre as guitars are conventional to pop rock, and also connotes a sense of rebellion and anarchy. The information about the CD is centred, in capital font, and the amount of information and language used e.g. 'Deluxe', 'Limited Edition', 'Hit singles' makes it seem as though the audience are getting more for their money. Also, extracts from reviews are used along with high star ratings from credible music magazines such as Q and Kerrang, persuading the audience and readers of these magazine (particularly the latter as this is the magazine in which this advertisement is featured) to buy the CD.

Codes and conventions I have found from my pop rock Magazine Advertisement analysis:

• Band name and title is in bold, capitalised font in order to grab the attention of the audience and make the album title more memorable
• Background colours are often dark or undetailed so information on the album and titles stand out more
• An image of the album or similar artwork from the album is used
• Persuasive subtitles including the release date, the singles included, information on the album and extracts from reviews
• Website and record label details given in small print at the bottom of advert
• Images stand out through colour or detail, grab the audiences' attention

Analysing comparable products: Music Videos

Music Video 1:
Paramore – ‘That’s What You Get’
http://www.youtube.com/watch?v=CEtHWflr8bQ
The video targets its demographic audience through a clear narrative structure involving two main characters; a girlfriend and her boyfriend. The Todorovian narrative theory can be applied: the equilibrium being the couple are happy together; the disruption being that the male character flirts with another girl, who could almost be the Proppian ‘villain’, and the new equilibrium being that everything is forgiven and back to normal again. Using the conventional teenage theme of relationships conveyed through this narrative, the video is relatable to a teenage audience. This is emphasised through stock settings such as the characters’ bedrooms and gatherings with friends, and props like mobile phones. A close-up of a mobile phone is significant as it means audience members with the same phone can relate to this character and the casual, laid back costume of the characters in the video include hoodies and graphic t-shirts which would appeal to the tastes of the teenage target demographic. The editing is used throughout the video to be parallel with the mood of the music, for example, fast-paced straight cuts are used at the opening of the video in order to emphasise the fast-paced, energetic rhythm of the guitar-based music; however slows down as the singing starts. Wipes and split screens are used in order to frame and capture the emotions of the two main characters, establishing their relationship, making the characters and situation relatable to the audience. The fast-paced editing used during shots of the band playing connotes the rebelliousness of youth by suggesting they are hard to pin down, making the video appealing to the target audience. High-key lighting is used throughout the video to create a light-hearted mood and connote a youthful atmosphere to the audience, emphasised by low angle shots of sunlight coming through trees, connoting the freshness of youth and the innovative sound of the music. The theme of love and relationships is also emphasised here as these high angle shots of trees are edited with low angle shots of the couple, connoting the intensity of their emotions. The camera shots used during the band playing are abnormal, for example a medium long shot framing the band through a doorway in which the band members take up only a little of the image. By framing the band in the corner of the image they are connoted to be unique and quirky, making them exciting to the audience. The bands play in the same setting- a gathering of friends- as the teenage characters in the narrative. By becoming part of the narrative and sharing the setting of the teenage characters of the video, the band establishes a connection with their teenage audience and they become more relatable and likable. They also establish themselves as credible pop rock artists, as during shots of the band playing, quick zoom-ins and pans are used to emphasise the energy and rhythm of the music and the main female singer is framed in a close-up in order to engage and grab the attention of the audience. Using these close-ups and positioning the singer in the centre of the frame means she is recognisable to fans and gives her ‘star’ status. Her bright red hair colour connotes the individuality of the music and appeals to the rebellious, fun-seeking nature of the target audience, making her easily relatable and likable, as well as straying from the conventional ideology of beauty found in popular music.

Music Video 2:
Green Day – ‘Jesus of Suburbia’
http://www.youtube.com/watch?v=O7o0X9lcb7I
This video also follows a clear Todorovian narrative structure, again involving a couple, but this time focusing more on the male main character- the Proppian hero. At the start of the video, the equilibrium and Hero are established through three close-up shots of the main male character, followed by a shot in which the camera tracks him walking into a shop. The close-ups help the audience to empathise with the character as they can easily read his emotions and automatically the audience relate to this character through his youthful appearance. The band’s punk image is connoted through his spiky black hair, eyeliner and drainpipe jeans, and so the video would appeal to this particular subculture of youth. Close-ups of props are used such as cigarettes and beer bottles to relate to a teenage audience and connote the rebellious image conventional to pop punk music (a sub-genre of pop rock in which Green Day fall). The equilibrium goes on to portray a hedonistic lifestyle using the conventional stock settings of teen dramas, for example parties and bedrooms. The slow motion pan, low angle camera shots and low key lighting used during the party scene connotes an almost dreamlike state in which this character lives, in contrast to the bedroom scene in which the Hero and his girlfriend are captured in both high angle and close-up shots in a series of fast-paced straight cuts, including one rolling camera shot from a high angle above the bed. This emphasises the hectic, hedonistic lifestyle lived by these characters by having a disorientating effect on the audience, and also emphasises the importance of the issue of relationships which is relatable to the target demographic. The high angle shots give connotations of vulnerability in the characters which makes them much more relatable. Pastel colours like blue and pink are used in these scenes to connote that despite the anarchy of the Hero’s actions, this is his normality. During the disequilibrium, however, the colours become darker. The Hero and storyline becomes more established as the video goes on, as using subtitles the audience watch an argument he has with his mother. This, along with the break-up with his girlfriend, establishes the disequilibrium, connoted also through dark colours such as grey in the argument scene. Bringing in the issue of family problems, the video becomes more relatable to teens and the audience empathise with the Hero. The camera pans big groups of teenagers with bright hair and punk clothing in settings such as car parks and abandoned, graffiti-covered buildings, connoting the band’s rebellious and youthful identity to its audience. The video targets its audience successfully as the hedonistic lifestyle portrayed is admirable and even relatable to some teenagers. The rhythm, pace and lyrics of the music throughout the video is parallel to the action on screen, as well as the camera shots, movements and editing used. For example, quick straight cuts and close-up shots are used during a fight scene between the Hero and another male character, accompanied by the song becoming more fast-paced during the disruption to the equilibrium. However, during the realisation of the disruption, the music is slower and has a steady beat almost like a clock ticking, and is accompanied by close-ups of the Hero staring into space, giving connotations of deep thought and reminiscence. Then, the Hero seeks to re-establish the equilibrium, or to build a better life, in which the camera tracks him walking down a long tunnel in a low angle shot and is accompanied by lyrics such as, “You’re leaving home”. These parallels between the music and the action on screen engage and immerse the audience in the story. Shots of the band are limited; as Green Day are a credible, prolific pop rock band, they already have an established fan base, and therefore focus more on the storyline of the video. The only shots of the band are captured in the Hero’s television set, however the main singer is still captured in low angle, close-up shots, giving him god-like status. By having the Hero be a fan of the band, the audience’s admiration for Green Day inevitably grows.

Music Video 3:
New Found Glory – ‘Kiss Me’
http://www.youtube.com/watch?v=LVqW8OTaPVM
Again this video appeals to its teenage target demographic through the conventional issue of love and relationships; however this time the main character appears to be the villain as he ends up getting his comeuppance at the end of the video. The Proppian character theory can be applied as the villain, the main male character, is ‘defeated’ when he is tied to a tree after the girls he has been cheating on discover his antics. The first appearance of the band is a medium close-up framing the band members in the back of their tour bus. Positioning the band members so close together in the frame connotes close friendship which is important to their teenage audience and a conventional and relatable teenage issue. This is later reinforced in a low angle shot framing the main singer behind the guitarist. Constant tight framing connotes the friendship involved in being in a band and therefore makes the band more likable to its audience. A high angle shot captures a group of teenagers running around and jumping on mattresses in a park. This connotes spontaneity and rebellion, appealing to their audience by perpetuating these stereotypes of youth. Later in the video, the camera moves on a crane and captures the green trees and grass of the park setting, giving the video a light-hearted mood which is conventional to pop rock music. The bright colours used in the video, such as green and red, emphasise this light-hearted feel, and the idyllic scenery captured in a tilt at the very end of the video connotes the freshness of youth and suggests the uniqueness of the band themselves. Close-up shots are used to tell a story to the audience, for example, there are close-ups used on the main male character kissing various different girls and a close-up of him keeping a ‘tally’ of the girls he has kissed on his forearm, establishing him as the ‘villain’. Both male and female members of the audience would relate to this character and situation, so the video successfully engages its audience in the narrative. Including humorous scenes in the video such as the main male character mistaking a fat, bearded man for another kissing partner establish the band to be laid-back and funny, making them more likable. The band continues to be emphasised as likable musicians by playing in the same setting as the teenagers in the video. By not including props like a stage or using spotlights on the band, a connection is made between the audience and the artists as it seems that they are ‘at the same level’ as their fans. This connection is emphasised by a quick zoom-in of the main singer grinning at the camera. The cheeky facial expression engages the audience and connotes the youthfulness of the band, and the quick zoom-in gives the video a fast pace that is parallel to the fast-paced song. Similarly, the youthful, fun and casual outfits worn by the band members; for example ripped jeans, t-shirts and caps; make them more relatable to the audience and connote the conventional laid-back attitude of pop rock artists. However, low angle shots are used of the band members too, to provide them with ‘star’ status and make them admirable to the audience. Close-ups of the instruments such as guitars and drum kits mean the audience immediately identify the music genre as these instruments are conventional to pop rock music. The energy and fun of the music and action on screen is emphasised by the camera rolling during a shot of the band playing, which is disorientating to the audience and gives the band a quirky, unique image. This is exaggerated through handheld camera used during the band playing, which creates energy and makes the band more relatable by creating verisimilitude and trying to absorb the audience into the action. The focus of the band shots is the main singer, who is constantly jumping around and looking straight into the camera. In one shot, the singer jumps up to the camera ending in an extreme close-up of his mouth, which makes him seem powerful and rebellious. A convention of pop rock music videos is a focus on the main singer, and by having front man status he needs to engage the audience, which he does successfully in shots like this. Again, the editing is parallel to the rhythm and pace of the song, for example during fast-paced parts of the song with a quick drumbeat, very fast-paced straight cuts are used connoting energy and fun. During the slowest part of the song, there are slow pans of couples kissing, emphasising the importance of this issue in teenage life and reinforcing the song title, ‘Kiss Me’, making it memorable to the audience.

Music Video 4:
Wheatus – ‘Teenage Dirtbag’
http://www.youtube.com/watch?v=8jJWQkVgDs4
This video uses the conventional narrative structure, character types and stock settings of a teen romantic comedy film. Set in an American high school, the hero is the geek who manages to ‘get the girl’ in the end despite the efforts of the villain (the ‘jock’) to stop this. Stereotypical characters and conventional narrative structure of a teen rom-com film means the audience instantly recognises the genre which engages them straight away. The main character, the geek, is relatable to the audience and established as the hero through a shot tracking him riding his bicycle and a close-up framing his shocked facial expression when the jock’s car crashes into his bicycle, meaning the audience instantly empathise with him and relate to his situation, which is reinforced in a POV shot where the audience see through his eyes as he walks down the corridor. Using costume, the band establish a connection with the main character and the audience, as close-ups of the main singer frame him wearing stereotypical ‘geeky’ clothes: odd combinations of sunhats, thick-rimmed glasses and bright orange shirts which connote a lack of fashion sense that is typical to the laid back, uncaring attitude of pop rock artists. The love interest is established through a medium shot in which she tosses her hair back in slow motion, which connotes the sense of awe the hero feels and communicates her sexual identity to the audience, appealing to male members of the target demographic. A sense of anarchy is created during the chorus of the song, which is fast-paced and louder than the slower, lighter sounding verses. The pace and rhythm of the song is parallel with the action on screen, which is a conventional technique used in pop rock music videos; during the chorus fast-paced straight cuts are used throughout shots of the band playing, connoting the fun, energy and rebellion conventional to pop rock music. This is emphasised by framing an excitable young crowd jumping around in the background, connoting the bands’ youthful, fun-loving identity to the audience. Also, the teen rom-com storyline fits with the light-hearted mood of the music, which reinforces this conventional attitude of the pop rock genre and makes the video entertaining and easy to watch, therefore appealing to its young, laid back audience. Using contrasting high angle and low angle shots the storyline and characters are developed further as the ‘jock’ is connoted to be intimidating through a low angle shot tracking him as he walks down the corridor, whereas the geek is connoted to be vulnerable in a high angle shot of him reading on a bench. Props such as the book reinforce this character and make this relatable to teenage life. A fade-out to the prom scene is used to help carry the narrative along, in order to show a lapse of time and change of scene, and is parallel to the slow acoustic guitar accompanying it. Shots of the band are typical of pop rock videos; close-ups of the main singer looking directly at the camera and also a low angle shot in which the camera pans the band playing. This gives them star status; however shots of them laughing and smiling and holding props such as a banana give them a fun, quirky image, connoting a laid-back attitude parallel to the mood of the music and target audience. The settings in which they play include the school gymnasium, the school corridor and the school prom, which are all relatable settings to their target audience and conventional settings of a teen rom-com. This also puts them on the same level as their audience which makes them more relatable and likable by giving them a youthful identity. The lyrics of the song fit with the characters in the video and the artists’ image, targeting their audience directly: ‘I’m just a teenage dirtbag’, making the song and video funny and relatable to the audience. The conventional ending of a teen rom com closes the video: the hero dances with the girl at prom. The fade out connotes a happy ending, reinforcing the light-hearted mood of the video.

Music Video 5:
McFly – ‘5 Colours In Her Hair’
http://www.youtube.com/watch?v=h8wcYrqIzhg
Being that McFly is a more mainstream pop rock band, and therefore has a wider and perhaps younger target demographic, the video has a much more light-hearted mood which is parallel with the lighter sounding music. The bright, bold colours used such as yellow, blue, pink and green create a fun, light-hearted mood emphasising the energy of the music and fit with the title of the song ‘5 colours in her hair’, making it more memorable to the audience. The audience follow a female character in the video, which appears to be this girl with ‘5 colours in her hair’, as a medium close-up captures her multi-coloured hair and so establishes her as the heroin, and also makes her an admirable character as she encapsulates the conventional rebellious image of teenagers that is a code of the pop rock genre. She is immediately relatable to female members of the audience through the costume she wears: a bright coloured short t-shirt showing her stomach, jeans and trainers- but what makes her attractive and engaging is the use of a black and white background, making her stand out. This connotes that she is not only the heroin but also fits with the Proppian character type of princess too, suggesting she needs to be rescued from this bland and boring life she lives in. This is emphasised by other characters in this scene being black and white too, such as the stereotypical mother figure who is almost comically angry in facial expression and body position as she leans over and shouts at the main female character. Instantly the conventional teenage issue of problems with parents makes the heroin much more relatable to the target demographic. McFly is given Hero status in the video as members of the band end up rescuing the girl, which would appeal to McFly’s main target demographic, teenage girls. This audience is also targeted through a medium shot of girls in the crowd, framing their youthful costume of short skirts and bright, studded belts. The video parodies the format of a TV show, using the copy ‘The McFly Show’ at the start of the video which the heroin watches on TV. Using this prop, the television set, the band is given ‘star’ status as the heroin clearly admires them. This also means a connection between the audience and band members can be established, as the band members are introduced directly to the audience at start of the video through a four-way split screen with the names of the band members under each image. This is reinforced through quick straight cuts used through panning shots of band members playing as the singing starts, which makes the band members recognisable to the audience. Through these shots and the copy reading the names of the band members, the band are instantly more personal to the audience and allow the audience to choose ‘favourites’ in the band, making their music more exciting by establishing this connection with the audience. Zoom-ins are used to emphasise this audience connection by capturing band members singing straight at the camera. During scenes of the band playing, an exciting and fun atmosphere is created through fast-paced editing and the energetic movement of the band onstage. Also, the scruffy hair of the band members and youthful costume such as shorts and trainers connotes a youthful image which is aesthetically appealing to the target demographic. Band members are also positioned to the side of the frame in a medium shot connoting they are unique and different and hard to pin down, which is appealing and engaging for their fun-loving, young and carefree audience, reinforced by quick zoom-ins of their faces and instruments. There is also a close-up shot of the two main singers sharing a microphone, and by positioning band members tightly in the same frame it connotes the fun and friendship involved in being in a band, making the band more likable and appealing to the interests of the target demographic. However, the ‘star’ status and Heroic image of the band continues to be connoted by positioning the band higher up than the audience, as the band play on a stage. There is also a parody of the famous Abbey Road Beatles portrait, an intertextual reference that reveals a funny side to the band but also could connote musical credibility, which is atypical of most mainstream pop rock artists who are conventionally unconcerned about their credibility and more focused on appealing to a wide, young audience. However, this could also have connotations of McFly’s strong fanbase, suggesting that they are the ‘Beatles’ of this generation. Overall, the video promotes the band as fun-loving individuals, thus targeting their audience, and creates a light-hearted mood throughout that fits with the conventions of the pop rock genre.

Music Video 6:
Blink-182 – ‘Josie’
http://www.youtube.com/watch?v=D4J-c48ReW0
This video follows a narrative structure conventional to most pop rock music videos with the conventional issue of love and relationships. However, blink-182 is well known for their laid-back, youthful image and sense of humour, and thus the video almost parodies the stereotypical storyline of a teen rom-com and the conventional characters and issues found. For example, the relatable teen issue of embarrassing parents is portrayed in an extremely exaggerated and comical way through a long shot of a huge crowd of teenagers laughing hysterically at the main character, who is also the band’s singer, who has just kissed his mother on the cheek. By parodying the conventions of a teen comedy film, the teenage target audience would instantly recognise the genre and therefore find the video amusing. The band members are the main characters in the narrative, which makes the audience relate to them more and puts them on the ‘same level’ as their fans, making them more likable and down-to-earth. The setting of the video is a high school, including the settings of a sports field, school canteen and classroom, and a boys’ lavatory where the band play. The latter heightens the laid-back, funny mood of the video as it connotes that the band members don’t take themselves too seriously, and the setting of the high school is recognisable as a convention of a teen comedy film. There are conventional character types of this film genre found in the video too; the pretty cheerleader, who is connoted to be the love interest through a slow motion tilt, the jock, and, of course, the geek who wants to get the girl. Proppian character types can also be applied, as the main character is the Hero, the other two members of the band- the Hero’s friends in the storyline- are the helpers, and the cheerleader is the princess. Props are used to make the settings more realistic and therefore more recognisable and relatable to the target audience, for example posters on the wall reading ‘Go Team!’, a conventional prop found in American teen comedy films, and at the opening of the video there is a close-up of the guitarist skateboarding into school, which would appeal to the interests and hobbies of the target audience and skateboards also have connotations of rebellion and are conventional to the pop rock and pop punk music genre. Close-ups of the singer frame his purple hair which emphasises the youthful and rebellious image the band portrays. As the video continues, the audience empathise with the Hero more and more- for example through a POV low angle shot capturing three male characters about to beat him up. This emphasises his ‘geek’ stereotype and evokes sympathy from the audience. During shots of the band playing, both singers look straight at the camera, making a connection with the audience, and are often tightly framed together, connoting the fun and friendship involved in pop rock music and teenage life. There are also quick pans from one band members to another, giving connotations that the band members are energetic and hard to pin down, which creates a fun and exciting atmosphere that is parallel with the fast-paced music, and appeals to the young and fun-loving audience. There are also close-ups of the drum kit and guitars, which are conventional instruments of the pop rock genre so the target audience can identify the genre. High-key lighting is used to create light-hearted mood in the video and the predominant colours used include white, yellow and green which are all bright and eye-catching and have connotations of freshness and youth, so reinforce this mood.

Codes and conventions I have found from my pop rock music video analysis:

• Typically follows a storyline involving issues of love and relationships in order to relate to and engage the target audience.
• Uses Propp’s character types, e.g. Hero, villain, princess, helpers. Main hero is an ‘average’ teenager, which is relatable to audience
• Often uses stock character types of a teen comedy film, e.g. jock, geek
• Follows a Todorovian narrative structure
• Settings are relatable to teenage audience and representative of ‘everyday life’, for example school, and characters bedrooms. Band often plays in the same settings as fans/characters in the video making them likable and relatable to audience.
• Some idyllic settings also used, e.g. green areas with the sun coming through the trees. Creates a sense of freshness and youth, connoting the fun and youth of band and music, gives a light-hearted mood to video.
• Costume of band and characters is youthful and casual, appealing to the target audience and connoting the laid-back attitude of artists
• Editing used is parallel with the mood and tone of the song, during choruses and shots of the band playing, fast-paced straight cuts is used to create an exciting atmosphere
• Wipes and split screens used to connote relationship between characters or introduce characters and band members
• Close-ups of instruments and rolling camera movements connote a sense of rebellion, create an energetic mood and give the band a unique, quirky image, which engages the young, fun-loving audience.
• Low angle and close-up shots of main singer gives them ‘star’ status, making them admirable to the audience
• High-key lighting is used throughout to give the video a light-hearted feel