MUSIC INDUSTRY STRUCTURE - WHERE MY POP VIDEO FITS

For many years musical taste has been a controversial topic almost to the point of tribalism. Music is really important because it can define someone personality. Music can change the way that people dress, talk, speak and sometimes act. For example if some listens to punk music they are more likely to act rebelliously. However all commentators agree that music and its trends sit at the epicenter of popular culture. In creating the image and the attitude of the band our aim is to make an artist that will last for as long as possible. We want to establish a business for many years so that we can get as much money from it as possible. This will include selling tee-shirts, mugs, poster ect. to make as much income as we possibly can. The more income the better.

Some critics say that Music and Industry are incompatible because of three key tensions. One is 'dynamic tension' this is when a member of the band will think that they are able to make a career of their own and still succeed. I good example of this is Cheryl Cole. She was originally in and group called girls allowed but left to peruse a solo career. This tension exists between the artist and the commercial forces which underpins the success of this vast media business. Two, is the tension between organic and synthetic. Organic is when the artist wear their own cloths write their own songs and are in the music industry so that their music can be herd. Synthetic is when their manager will tell them how to act, what to wear and how to sing. Our band is organic even though it may not seem it because of what she wears and we used loads of props and makeup to make her look a certain way, however, she is organic because we did these things to exaggerate her own style and her own personality. Three, is one more thing that could be considered in the music industry which is 'synergetic connection' with other media forms. 'Synergetic connections' is if the company has connection to sell it in other areas of the media industry such as television, newspapers and the internet. The codependence with other media means that a 'mutual reliance' can be productive but also risky. An exempt of this is Rupert Merdoch. He owns Sky and loads of newspaper such as the Sunday Times. This means that if something is showing on the television he can publish an article in the newspaper say when it is on and how good it is so that the program will sell better. Our song is not owned by a big company with subsidiaries so we will have to find owe own way to market our band. We will make an advertising poster to go in magazine and newspapers.

Our pop video is only one strand of media of a often multi-media campaign. There are many different areas like newspapers, magazines, shopping malls and radio. However a music video is really important as a product with in the scheme. The pop video is a chance for the audience to view what the singer looks like so that they can form a connection with them. It also allows them to see what style they have and it gives you an idea of what their personality might be like. It is so important for the audience to be able to make connection with the band or singer because that is ultimately going to sell the artist. For this to work however you need to make sure that the artist can make that connection the music video so we shot a lot of close us and kept the lead singer in al most every single shot. This means the audience can really see what she looks like which is important especially for a first music video to make that connection.

The music industry is dominated by four trans-national corporations which are Universal, Sony/ BGM and EMI. These are massive international music companies other wise know as 'The Majors'. Each one will have access to loads of different subsidiary companies. This will allow them to reach different kind of audiences in different kind of genres and make it easier to sell their product. This companies are know as 'major-independents'. Finally there are loads of smaller companies with little or no finical relationships between majors. These companies usually concentrate on the artist that have specialised niche audience and will only be committed to a few bands. These are know as independents . This is the area that we are in other wise called as 'minis'. Our relationship with the major companies is weak so it is harder to get advertisement such as interviews, however, the independent companies get to keep up to 100% of their profits where as the larger companies you may only get to keep 3% but you make much more profit. On the other hand it is misleading to see the industry simply as a hierarchy which is omitted by the majors. A ether description is a 'web' of companies who connection allow smaller companies to gain access to bigger markets and bigger companies to gain access to new artists and movements in popular music. In turn, most record companies organise themselves internally into artists and repertoire, marketing/artist development, promotions, legal and finical. The industry as a whole has a very complex relationship with a number of different media purposes.

A music video serves a different number of functions. it promotes a specific single and, normally, an album, promotes a specific artist or band. It also creates, adapts or feeds into a 'star image', entertains as product in its own right. It reinforces , adapts or undermines the 'meanings' of a song. A music video often contains different elements. These are performance, native, thematic and symbolic. There are also a few things that a music video need to have for it to sell well. It need to be visually stylish. Having are 'artist' mise-en-scene means that the audience are more drawn to it. Our mise-en-scene are really creative with the giant bird cage and the vines and flowers that were on the swing looked really great. We greased her in an quite simple but pretty dress so your not drawn away from the set too much. It needs 'rhythmic; montage, fragmented style. This will help the music video to flow and makes it easier to watch. Experimental use of the camera will give it an edgy look and keep the audience on their toes. Fast pace keeps the audience interested in what is going on and makes it much more exciting. Conspicuous lighting and cinematography lighting will give it atmosphere and make it more intense and more 'artistic'. Braking the rules of continuity makes the band look 'cool' and rebellious and can be very inviting for a teenager.

there are some threats to the 'pop video' in the current market These are thing such as the internet. Downloading music is much more popular now and so the pop video starts to seem irrelevant. The vidvert or i video. This is adverting it in a shopping mall. Music television becoming more mainstream for example MTV. I have to think how I am going to advertise my music video. The best for us is properly putting is kids TV or early morning shows like The One Show and Gram Norton.