What Makes a Good Publicity Photo?

- Colour Scheme
- Body Language/Posture
- Lighting
- Facial Expressions
- Composition
- Shot type/angle
- Promoting brand image
- Mise-en-scene (Location, costumes & props)
- Editing
- Conventions of genre

Editing:
There can be two sides to editing a publicity photo, the first would be making the performer look perfect for example airbrushing the skin or making them look slimmer to create a 'phantasampgrical body' Editing can make a really effective publicity photo although too much can ruin it. However it can be a great promotional tool if it matches the genre, the coloured paint effect over this Jessie J publicity photo balances out her serious facial expression which works well with the genre.

Body Language/Posture:
Body language and posture plays a major part in a publicity photo, in this you can see whether the artist takes a confident or more shy approach about their appearance and also career. As you can see Pixie Lott is promoting herself as a sexual object which would attract a larger audience especially young men. The way in which is is thrusting her body up could connote she is happy with her body and the way she looks however this could influence her female audience to want to look like her as her body is perfect.

Facial Expression:
The facial expression of the artist usually sets the mood of the publicity photo, within the pop genre the expression tends to be quite natural. The artist is generally seen looking into the camera addressing the audience this would draw the viewer in and make them spend more time looking at the photo. Robyn is seen looking straight at the camera which poses as being quite threatening, however her stern face shows that she is serious and passionate about her career. I think this is quite an effective publicity photo as her stare is very intriguing.

Mise en scene:
A good publicity photo has to have well composed mise en scene; the props, location and costume have to be relevant to the music genre. The mise en scene in this photo of Eliza Doolittle is interesting as the clashing colours and patterns bring a light and lively atmosphere. The heart shaped glasses make her come across as quite fun and child-like which adds to the cheerful mood.

Lighting:
I think the lighting in this publicity photo although the lighting is natural and doesn't appear to have been set up it plays a major part in the photo. Due to the fact that she has been placed with the back against her sun it is enlightening the back of her. This could be connoting that she has had a positive past in her career and that she is progressing well.

Publicity Photos

WWW:I think this our session of taking publicity photos was a success, we came up with various different ideas that applied to the 3 genres we chose, female solo artist, girl pop band and a rock band. Our positioning was good in each photograph, especially the pop and rock photos. We thought about the stereotypical look for each of the genres and made it our own. I think the white background was effective on the pictures of me as it draws attention to the artist rather than anything behind, making me the main focus. We used a range of shot types, including low angle shots to make those in the image have a higher status.

EBI:We could have improved our publicity photos if we had more time and changed the locations and costumes to make it clear what photos were for which genre. We could have used little or more lighting for example in the rock photos we could have been situated in a darker place or edited them to not be as light. I also think we could have improved by taking more images for each genre as there is only a select few for each.

Questionnaire Results

We used a website called 'SurveyMonkey' to create the survey we needed for audience research, once we had designed the survey we sent it out via email to friends asking them to complete it.

The results show that 35.7% out of 28 people watch music videos everyday, another 35.75% of people said they watch them a couple times a week which shows music videos are an important promotional tool of the song as there is a high expectation of them with people watching so often. No one who completed the survey clicked 'never' which means it isn't just the song that is listened to and people take high interest in the videos. I think this is why it is essential to have a perfect music video.

This pie chart shows that 1/4 of people that completed the survey listen to rock and the other 1/4 listen to pop. Being the main two listened to genres people would expect more from the videos. Being the most preferred genre of music they should have the better music videos to keep them popular. This information has helped me to realise how important music videos are to their genre type and that they must meet all of the conventions to be a successful video.

This question allowed a selection of three answers, the majority of people who completed the survey selected a party scene as being a location associated with pop videos, with 22 people selecting a party scene it was by the far the most popular. Other popular loctaions were a club and a house. This information would help me when it comes to planning my own music videos and what locations to have it in, I would know not to have it in a river/lake for example as only 1person selected it.

With most people having no preference as to which performer they would rather see it gives us more choice of the performer we use. However out of those that chose male or female, female was higher therefore my group are more likely to choose a female performer.

One of the survey questions asked 'State what you would expect to see in
a pop music video' these were just a few of the responses. One of the responses was,'People who are happy and having fun and look like they're enjoying themselves' What they are looking for is an energetic, over exagerated and fun performance which is an essential for a pop music video as it suits the lively atmosphere.

Our Questionnaire

We made this questionnaire on Survey Monkey while thinking about the questions carefully so that it would be of use to us. We emailed it to friends to gain information that would help us when planning and producing our music video.

Bordwell and Thompson's Theory - by Gemma Flinders

Bordwell and Thompson's Theory

Graphic

The transitions between each shot can be linked though the same ‘pictorial qualities’ like shape, patterns, and movement of light and can also cause abrupt cuts when contrasting qualities are used.
Graphic Match: this cut emphasises the relationship between the graphic similarities of the shots.

Graphic Continuity: this is when there centre of interest stays the same which helps establish a sense of continuity (and sometimes narrative).

Graphic Discontinuity: this is when contrasting colours and shapes are used in the following shot.

Spatial
This transition is how each shot relates to each other through its setting and location.
Continuity Editing: usually an establishing shot followed by a range of small range shots that are shown to be in the same location and time frame.
Kuleshoveffect: here there is no establishing shot but the audience assumes that it is the same time and location.
Cross Cutting: this is where separate places are being shown parallel to each other. Usually shows what is happening at different locations during the same time frame.

Temporal

This is when the time of the action in manipulated. It is usually done through flashbacks or flash forwards and can be used to create or answer questions. Ellipsis in time are often used which removes any boring activities which the audience would just assume they have done.
Empty frames: this shows the figure of interest moving out of the frame followed by them walking into an empty frame usually in a different location.
Cutaway: this shows a shot for a small amount of time of an event happening elsewhere.

Rhythmic
This is the duration of each shot in relation to the beat or tempo. It can create tension when the length is steadily increasing or excitement when it is becoming shorter. When a shot is cut on the beat it creates a smooth flow and when it is cut off the beat it usually feels abrupt and incomplete.

Andrew Goodwin Theory - by Emma Holt

Goodwin produced a book called ‘Dancing in the Distraction Factory’ where he stated that the editing style is focused on three areas:
- Illustration
- Amplification
- Disjuncture
But it’s further split into the areas of looking at the lyrics, music and image of a band or artist.

Illustration.
Music – The shots always cut on the beat.
Lyrics – The images illustrate the literal meaning or feeling of the lyrics, mainly just with the band singing and dancing.
Band Image - The band simply singing/dancing/playing instruments, usually dressed as would be expected to the genre.

"As you can see, artist Little Boots, from my genre is showing the style of illustration. Her image is basic and would be expected, also she is keeping it simple by playing an instrument she is confident with. Lastly, the shots are cut on the beat of the music".

Amplification.
Music – Shots cut on and off the beat, to emphasise certain features.
Lyrics – The images amplify the lyrics & create a specific narrative, could be used as certain things aren’t picked up from just reading the lyrics.
Band Image – The band could take on fictional roles in the narrative.

"Ellie Goulding's Lights, shows Goodwin's theory of Amplification as there is the shot of the close-up, which is in slow motion and doesn't cut on the beat. Also, the viewer wouldn't expect Ellie to be so glamorous, taking on a fictional role, but still linked to her expected look for the genre".

Disjuncture.
Music – Shots cut off the beat, can be a sign of a badly made music video, (but not always).
Lyrics – The images don’t relate to the lyrics that are used, sometimes used by bands who are already very well established, and who can afford to take the risk.
Band Image – The band/artist takes on an image that’s completely opposite of their expected image, e.g. Katy Perry in TGIF.

"Florence shows Goodwin's, disjuncture really well, because most of the shots are cut off the beat, as she is really well-known. Also, the audience wouldn't expect Florence to be dancing and have lots of make-up on, showing the complete opposite".

Carol Vernallis Music Video Theory

Music Video Analysis

Advert Analysis - by Emma Holt

Magazine Advert Analysis

Analysing a CD for my Genre

CD Cover Analysis - by Emma Holt

Mood Board For My Genre

The artists in this genre choose to present themselves as being quite quirky and individual, many of them are very focussed on fashion. The majority of them are independant women who are strong and stand on their own two feet. They do this to look like good role models to their audience, they stand as someone for them to look up to or be inspired by.

Conventions of my Genre

• Natural/bright lighting
• Bright clashing colours and patterns
• Over exaggerated and clashing costumes
• Quirky props
• Positive atmosphere
• Energetic performance 
• Tends to have a narrative
• Close ups used on facial expression
• Energetic performance

Cinematography:

Performance:

Mise en scene:

Record Label Research - by Gemma Flinders

Parlophone is a German founded record label founded in 1896 (originally called Parlophon) however the British branch was formed in 1923. In the 1920s Parlophone was often associated with being the leading Jazz record label. Only 4 years after the British branched was formed it was bought by the Columbia Graphophone Company (EMI). George Martin became the manager in 1955 and went on to released The Beatles albums up to and including Sgt. Peppers Lonely Hearts Club Band which is widely seen to be one of the greatest albums of all time. After this The Beatles founded their own record label (Apple Records) but they still used Parlophone's catalogue numbers.

Parlophone is still considered an important record label with notable artist like Kylie Minogue, Coldplay, and Eliza Doolittle. Parlophone reaches it target audiences by using social media sites such as Facebook, Twitter (which has over 17000 followers) and Tumblr, to post information whilst using YouTube to upload the music videos or their artist which help to promote themselves as well as the artists.

Record Label Research - by Emma Holt

Founder: Chris Blackwell
Founded: Jamaica, 1959
Location: New York
Parent Company: Universal Music Group
Distributors: Island Def Jam Motown, Island Records Group, Universal Music Germany & Universal Music Australia
Genre: Focus on rock & pop
History: The company was in Jamaica but relocated to the UK in May 1962 and “Island” was the largest indie record label in history that had an influence on the British music scene in the early 1970s. Then, Blackwell sold the label to PloyGram in 1989, and they continued to market the brand, Blackwell was made CEO of PolyGram's Island Entertainment division. Immediately, PolyGram began expanding “Island's” reach through its global manufacture and distribution network, but the label was unfocused in the 1990s. Now “Island” records is under the Universal Music Group that’s resulted in releases that are marketed as being "on" any number of labels like historic brands of music groups, label groups, and different divisions of Universal Music. Artists: Bon Jovi, Brandon Flowers, Fall Out Boy, Florence and the Machine, Jessie J, Keane, The Killers, Ladyhawke, Mumford & Sons, Rizzle Kicks and Amy Winehouse.
Promotional Material: Underneath is an image of examples of how Island Records reaches its audience and it's mainly in the form of technology, like the label has its own website where people are able to go and purchase the music, or see new updates about certain artists. Also, on the website the audience is able to buy gig tickets for their favourite artists. There are also pages on Facebook and Twitter, where the company can further reach their customers and give them exclusive updates about each of the record labels artists, and also they have their own personal Youtube page allowing the viewer to see new videos and updates about certain artists. However, looking at these forms of promotional materials, it seems that the way forward for audiences to gain information about their artists is on the internet, especially on social networking sites.

Record Label Research

Polydor is headquartered in London and is owned by Universal music group. However the record label was founded in Germany in 1946,the UK division of Polydor was not established until ten years later. This was a record label that found youth culture for the first time. In the early 1970s the main source of income for Polydor was Slade, a highly successful UK band.Later, in the late 1970s and early 1980s, the label was also home to The Jam and successful British glam rock act Sweet signed on in 1977. Although Polydor's American branch is defunct, Polydor remains one of the United Kingdom's strongest labels with artists such as; Take That, Girls Aloud, Cheryl Cole, La Roux, Duffy, Sophie Ellis-Bextor, The Saturdays, Alphabeat, S Club 7, S Club 8, Rachel Stevens, Ellie Goulding and Kate Nash.

Polydor records has its own website as a use of promotion, the website is composed in a way that would encourage people to listen to the artists that they have signed. They have seperate pages giving information of new releases, tour dates and their labels.

Another popular method of promoting the record label is by having pages on well known social network sites such as Facebook and Twitter. Twitter is a sufficient way of getting Polydor records recognised, the page has 28,019 followers. This is an effective way of promoting their material and latest updates as teenagers and young adults are using these websites daily. By promoting the record label on social network sites they are more likely to have a wider audience as people are more aware of it.

Video Analysis of my Genre - by Gemma Flinders

La Roux - Quicksand
The actual shots throughout this video are fairly simple and then the things that make this video interesting are adding in post-production. The shots mainly consist of close-ups of the artist face as she lip syncs the song, this is a convention of this genre which focuses more on the artists individuality and talent than their body and sex appeal. The main colour scheme is purple and oranges due to the sunset backdrop in the background which. The colour and beach location makes the video seem exotic and tropical which suggest that it is some sort of holiday which give of a relaxing feel which is a convention of this genre. The dark lighting of the artist in the foreground which contrast with the brighter background creates sort of silhouette of the artist which is effective when she turns her head to the side as you can see the outline of her hair which is how she is usually recognised.

This video also has many fade transitions which cause the clips to overlap creating a surreal tone. This is also exaggerated with the effects that have been editing in and the fake overtone to the video which is created using green screens. The costumes is quite unusual which adds to the individuality of the artist however in this video her make up seems quite natural and not as heavy compared to her other videos which adds to the calmness and natural feel.

This music video very much feels like a promotional video for the artist. This is due to amount of screen time she get and the majority of the shots being close ups. Due to the video being quite simplistic and the lack of a narrative the audience can focus on the artist and become familiar with what she looks like and her style. The lighting adds to her image as in some shots you can not see her clearly which adds mystery and poses questions to who she is and may want to audience to find more out about La Roux.

Video Analysis of My Genre - by Gemma Flinders

Florence & The Machine - Rabbit Heart (Raise It Up)

This music video follows many of the typical features of our chosen genre whist also using features that the artist usually uses in most of her videos. Throughout the video the main type of shots are close ups which so the artist face which take up most of the frame showing her singing whilst looking passionate about her music. Being passionate about their music is a convention of this genre, also stereotypically the artists have their own unique style and Florence is no exception. The close ups on her face last quite a long time and are sometimes followed by a very slow fade into the next shot which causes the two shots to be overlapping creating a surreal feel to the video. It feels surreal as the audience is viewing two scenes together so the audience has to concentrate on what is happening. As close ups are used throughout the video it ensures that she is the main focus through out and that the audience should be watching her. This is also exaggerated through tracking shots that follow her while she is dancing and singing.

The props and costumes create what I believe to be a fairytale tone to the video. This is due to the pale colours (cream and green). The females in the video are all wearing frilly dresses that flow as they dance while the males are wearing top hats, and some form of uniform or suit. The choice of costume I think is quite unusual for this genre as the female artist stereotypically portrays herself to be a strong and independent woman and the choice of clothing creates a vulnerable feel towards the artist and the other females while the men seem stronger due to their costume. These costumes seem quite old fashioned and give of a slight hippy feeling and also suggest some sort of ceremony is taking place as they are a smart choice of costume. The artist is usually recognised due to her bright hair, and the soft and neutral colour scheme allows her hair to stand out.

The lighting throughout the video creates a very calm and peaceful feel to the video which contrasts with the sacrifice shown at the end which I think is effective. The lighting seems to be quite bright however it is very soft which adds to the fairytale and surreal feel to the video. I think the lighting is a big element that makes this video successful as they are effective is telling the story of what is happening in the video and how the audience should feel throughout it.

Video Analysis of My Genre - by Emma Holt

Eliza Doolittle - Skinny Genes

The cinematography in this quirky-pop video has a lot of beautifully composed shots where it gives off the artist’s unique performing side. Like throughout the video you can see in all the screen grabs that rule of thirds is largely used making the video more like a piece of artwork, allowing the viewer to appreciate the performance more. Also, in this video establishing shots are used, and (grab 4) is well composed because you get to see the whole location but I like how it is tilted off to the side, almost emphasising that Eliza is different from other artists and that she does stand out from the crowd. Close-ups are also used a lot in this music video, almost giving the performer lots of screen time as a promotional stunt for her to be recognised, so people will go out and buy her music. Overall, (grab 8) is beautifully composed as the performer is in the foreground while the backing dancers are in the background, putting more emphasis on her and showing that she is the main star.
The performance throughout the video is always at a high, with Eliza lip-synching perfectly and presents herself as being confident in front of the camera with her unique style of voice making her more recognisable amongst the music industry. Also, to make her seem more random in the pop world, she has dancers but they are their selves, with one dressed as a clown doing his style of dancing, while there is a hula-Hooper (grab 10) showing off her skills and they all seem to be central within the screen, suggesting that not only is Eliza random and quirky but that idea also reflects out onto her extras in the music video.
Eliza doesn’t have many costume changes in the video, but at one point she puts on a blonde wig, and this almost confuses the audience and makes them want to watch on as they wonder why she has done and they want to see if it really is her performing. Also, I like how her band use people as their instruments, like (grab 2) the man is playing the woman as a keyboard reinforcing that the genre is quirky-pop and that very random things could happen in this video.
The style of editing in this is obviously continuity, and it shows Eliza through the stages of this party, and I feel that it gives it this original feel like everything about the video is basic and simple, but what’s in the frame makes it more random and quirky, leaving the audience interested in watching the video and seeing how she is very different from your usual pop-stars like Beyonce or Katy Perry.