Radio Advertisement  Scripts

Script 1

 The script for this version of my Radio advert will be on a Beard oil product, the advert will be as "manly" as possible , with sly rude gestures to females , in a comedic sense. making it more informal

The name of the product is Beardilizer Beard oil.

The name of the advert will be called Beardilizer - Be A Man!

"Are you ready to become a Man?" this will be the tagline for this version of script

The advert will be 30 secs long

the regulation issues I would have to consider are , misleading advertising , Treatments and health

Script
(Sound effect Women blushing/laughing)
TOM - ( effects to make the voice deeper) Ay you , yeah you , You think your a man? , you call that a beard? 
(Laughs)(Women Laugh )
  You will never be on my level without Beardilizer, This is Tom Hardy telling you to Grab one NOW!
(Macho man instrumental plays) VO - Beardlizer Beard oil in stores now ,  including natural oils , Are you ready to become a man?
(Macho Man chorus plays)

This will be an informal advert , i will use celebrity endorsement to influence actions, as well as the choice of music

I will use sound effects when the voice over speaks for the product, influencing a upbeat macho feel.

Script 2

Script Name - Doctor Knows Best 

This script will more formal , and will be a conversation not as direct as the first script. the length of this add will be roughly 40 to 60 seconds long.

I will add a little song when the voice over is peaking at the end of the advert.

(Hospital sound effects)

Male - "Doctor? my beard is patchy and does not  show enough depth what can I do to improve this? , I feel like I am missing a part of manhood

Doctor - " Well I Suggest you invest in Beard oil , sir. 

 Male- do they work?

Doctor - of course , How do you think Mine is so full and healthy (Laughs)

Doctor - I suggest you purchase Beardilizer Beard Oil from you nearest pharmacy or supermarket. It is a homemade blend packed with essential vitamins including vitamin E, and black pepper and grapefruit for stronger, healthier hair. The key ingredient, jojoba oil, it is bursting with vital nutrients that experts claim encourage hair growth it’s often used to treats excessive balding, so if you’re a patchy pirate, best grab a bottle.

Male - Thank you doctor you always know best!

VO- Purchase Beardilizer Beard Oil today ! , Unleash your true Manhood!

The regulations for this advert will be the same as script 1 , both the adverts will be humours to some extent. the second script will be more of a lifestyle appeal.

Unit 45 Radio Advertising Analysis : Style , Structure , Purpose and Regulation

Mcdonald's Filet-O-Fish Radio Advert

The first radio advert I will be analysing will be McDonald's radio ad for Filet-O-Fish. The style of this advert is humorous due to the two male's dialogue and the funny voices they put on  to give it its comedic effect. It is also Simple because after that comedic sketch it switches to a serious tone , containing music with a smoother voice talking about the product and the price of this product, making it also informational as well as funny. Overall the advert was to promote its limited time offer for the Filet-o-fish.

It is clear to see the purpose of this advert, which was to sell a product - the Filet-O-Fish and to raise awareness of the special offer which was "2 Filet-O-Fish for $3.33".

Moving on , in radio adverts voices need an interesting tone to attract attention and with this advert , the first two voices were comedic due to its unrealistic tone, giving the burger a voice. The conversation was also captivating due to the unnatural topic of conversation. As I said before , the second section of the ad becomes more formal when addressing the product and its price.

In the beginning of the ad, there is no background music , for the first section of the ad. However there was an echo effect used on the voices of the two male voices, in order to not make it dull and also due to the circumstances they were in , "inside a mind". In the second half of the advert there was the famous McDonald's jingle played through the strings of the guitar. The strings accompanied the narrators voice to create a happy mood and positive atmosphere for the audience.

The persuasive techniques used in this advert is in the second of the ad when the narrator says "Every day is a great day for Filet-o-fish " placing the sandwich on a pedestal for the audience to see. the name of the sandwich is said at least more than twice in this ad which was only 30 seconds long. Another technique used was  the price benefit for the customer , saying that buying two of the sandwiches would be cheaper than buying one on its own, but only for a limited  time.

Mr T Snickers Radio Advert

This advert used a different approach to try and persuade the audience to buy the chocolate bar. First of all it was humours due to the fact that the confused man was asking for help to assemble a kitchen unit and he was told to buy a snicker bar in the end. The aggressive tone of Mr T's voice really persuades any audience "Buy snickers!" due to reputation he has. He also said "Be a man" which narrows down the supposed audience in which he feels snickers is for , men. throughout all the snickers advert "Get Some Nuts" has always been the tagline or slogan for the product. however in this context Mr T used this line for both the slogan and for the man to "grow a pair" which was also humorous.

This  ad was of course to raise brand awareness as that is what an advert is about, to send messages out to their competitors , for snickers this would be , cadbury and galaxy that they are still in the race to the top.

To emphasise what I pointed out in the previous paragraph , the use of voice. The confused customer had a pessimistic, weak voice in comparison to Mr T's alpha male voice. this gives the audience the thought that they will become more "manly" when consuming the snickers bar.

There was not any background music used in the snickers advert in comparison to the Mcdonald's advert. However there was en effect on Mr T's voice after the phone call sound making it look like he is speaking to him on the phone , which gives us an impression that he is in a office and the male is at home confused and in need of help, adding more depth into the topic of manliness.

The persuasive techniques used in this advert was of course the USP , which was of course topic of manliness throughout the advert , even the contact information which said to audience to go to snickers website for more "man coaching". the tagline "Get some nuts" was also used more than once in this 30 second advert , which is more than enough to trigger memory. The use of celebrity endorsement is one of the reasons that snickers has been so successful, the type of celebrity they chose to use Mr T from the famous manly action octane series A-Team allows them to use the "Man" topic to their advantage, and the aggressive type of persuasion also. The repeated use of "Get some nuts" instantly makes the audience picture one of the snickers adverts they have certainly seen on the TV scene.

Now to evaluate the regulation guidelines. For both these adverts they had to critically think about  misleading advertising, for example if the Filet-o-fish was never $3.33 at all at one point and if snickers did not have any nuts. Harm and offence is another regulation which both had to think about. Lastly was Children, both complied well with the suitability for this even though snickers like to touch the borderline with the manly jokes. Food and associated health is associated to both the adverts because they are both consumable goods. Snickers does well with this guideline because they make it clear that there are nuts in the chocolate which not only works well for their unique selling point but helps prevent people especially children who are allergic to nuts to consume the chocolate bar, which Mcdonald's it is fine because in their restaurants they give the option to take out specific ingredients.

Unit 29 Music Video

Task 2 : Styles , Conventions and techniques worksheet

A)

Lyric Interpretation is to give or provide the meaning of the verses and vocabulary spoken through a particular musical piece. it also means to construe or understand the story behind a song in a particular way. This effects the audience because it builds more focus on the music piece itself for a sense of understanding to what the message of the song is about.

Extending or consolidating song's meaning is almost the same as lyric interpretation but with more depth, It gives the lyrics a deeper meaning by actually showing what the lyrics are intended to mean through the music video, which is more effective than just the lyrics on their own , this builds a clearer and bigger picture for the audience to understand what the artist is trying to paint in his listeners minds.

Focus on performer , this is when the music video specifically focus the scenes of it on the artist who's song it is, Through close ups and mid shots ideally. This allows the audience to match the voice to the face and this builds recognition, especially for a new upcoming artist who is not really recognized in the music scene at the moment.

Lighting for mood, lighting is used to help create the mood in a scene. in pop music videos the lighting is always bright and colorful, this is to replicate the cheerful and upbeat emotions which the artist portrays which effectively influence the audience to be happy too in comparison to Rock Videos which tend to be black and white and in dark locations to show of the black scenery and lighting to create a dull , angry and tense mood.

Allusion this is when the audience is under the influence that something is happening , then it turns out to be not as it first seemed, for the audience this results in higher recognition because the influence of the video would encourage them to share with others and see if they can get it right or not.

B)

Special Effects such as Chroma Key ( Green Screen )

Kanye West -  Bound 2

Green screen is used throughout this whole music video to display a sunset and an attempted illusion that Kanye west is riding on the motorbike to a destination when in reality the bike is really parked and not even turned on.

Animation

Kanye West - Heartless

An animation software was used to edit Kanye west throughout this music video ,

An Artist Miming and lip syncing to a playback track

Kanye West - Homecoming

This music video shows him lip syncing to a playback track , this song was originally recorded in a studio , making it clear to hear vocally , the lip syncing was to make a focus on him as he "performs".

Multi - Mage (Multiple Images on Screen at once)

Keri Hilson - Knock You Down ft Kanye West & Ne-Yo

At the 3 Minute mark  there is editing done on the video so that the screen is split into two , as One side shows Kanye west rapping and the other shows what he is rapping about and Keri Hilson vocally accompanying his verse.

Reference to or Includes another artist

JAY Z , Kanye West - Otis ft Otis Redding

This track was from a joint album made by JAY Z and Kanye West called Watch The Throne in 2011. the instrumental is sampled from an old song from the male singer Otis Redding. there was not a scene in the music video where both of them were not in the camera shot, showing off the equality of the ownership of this song.

Cutting to a beat

Kanye West - All Of The Lights

This music video used a variety of styles to cut scenes between the beat, one of the ways was through the lyrics on the screen , even though they are lyrics , they still cut with the beat because it is part of the song. Another style of cutting to the beat was used whenever the fast drumming occurred during the beat specifically at the 2:30 minute mark was the best example ,when it was repetitively cutting with Kanye in the studio and him on top of the car to 2:44 when the tempo slowed down a little with Rihanna singing the chorus.

C)

ILLUSTRATIVE

An illustrative style of music video is when the video is made to replicate the lyrics as close as possible in a visual form. We see a moment of illustrative work within the music video when Kanye west says "lets have a toast" we see all the people in the music video raise their glass in the form of making an actual toast at the 2:47 minute mark.

KANYE WEST - RUNAWAY

PARODY

JAMES FRANCO  & SETH ROGEN BOUND 3

A parody music video is when the style or lyrics of an artist is changed or copied to produce humour and mockery within the music.In this music video we see these two famous actors mimicking the actions from Kanye West's song "Bound 2" which involved him and his wife Kim being intimate on a motorbike with "horrible" green-screen effects in the background.

AS-LIVE

JAY Z & KANYE WEST - PARIS

As - Live music videos are ones that performed as though live but are shown after a short delay to allow editing of mistakes and bad language , also to get the noise of the audience out of the music. this music video was performed live for the concert of the joint album of Jay Z and Kanye West , but editing thoroughly to make it look like the theme was for the music video. symmetrical camera editing was used to make it look inverted. we can also see that the audience has also been muted so that the artist can be heard clearly.

SURREAL

Surreal Music Videos are videos which make the audience  find hard to believe is happening in the real world, some give  effects which make it feel dream like. this song is about the exploitation of Sierra- Leone for the diamonds forming in the soils of their land. throughout the music video there are scenes of  rich white people , with diamonds in their possession , while the black children are dirty and muddy due to the digging they have been doing for the diamonds. The music video creates awareness for how some diamonds are really bought into the rich parts of the world and that is why the ending of the video asks viewers to "Buy conflict free diamonds".

INTERPRETATIVE


KANYE WEST -  POWER

Interpretative music videos are videos which looks like something but has a different meaning , this type of videos allow the audience to make their own interpretation of what they think the meaning of the video is about. in this case some people think this is an illuminati welcoming video for Kanye due to all the objects and actions occurring in the video and some say this is just a very touchy religiously themed video.

PASTICHE 

KANYE WEST - TOUCH THE SKY

A pastiche music video is basically a serious version of a parody , it is almost like a tribute to an originality , like a compliment. this music video was of recognition of the stuntman Evel knievel , as we hear the presenter say Kany-evel informing the audience who he is intended to cosplay in addition to the older theme of the attire,setting and camera.

Task 2 : Styles , Conventions and techniques worksheet

A)

Lyric Interpretation is to give or provide the meaning of the verses and vocabulary spoken through a particular musical piece. it also means to construe or understand the story behind a song in a particular way. This effects the audience because it builds more focus on the music piece itself for a sense of understanding to what the message of the song is about.

Extending or consolidating song's meaning is almost the same as lyric interpretation but with more depth, It gives the lyrics a deeper meaning by actually showing what the lyrics are intended to mean through the music video, which is more effective than just the lyrics on their own , this builds a clearer and bigger picture for the audience to understand what the artist is trying to paint in his listeners minds.

Focus on performer , this is when the music video specifically focus the scenes of it on the artist who's song it is, Through close ups and mid shots ideally. This allows the audience to match the voice to the face and this builds recognition, especially for a new upcoming artist who is not really recognized in the music scene at the moment.

Lighting for mood, lighting is used to help create the mood in a scene. in pop music videos the lighting is always bright and colorful, this is to replicate the cheerful and upbeat emotions which the artist portrays which effectively influence the audience to be happy too in comparison to Rock Videos which tend to be black and white and in dark locations to show of the black scenery and lighting to create a dull , angry and tense mood.

Allusion this is when the audience is under the influence that something is happening , then it turns out to be not as it first seemed, for the audience this results in higher recognition because the influence of the video would encourage them to share with others and see if they can get it right or not.

B)

Special Effects such as Chroma Key ( Green Screen )

Kanye West -  Bound 2

Green screen is used throughout this whole music video to display a sunset and an attempted illusion that Kanye west is riding on the motorbike to a destination when in reality the bike is really parked and not even turned on.

Animation

Kanye West - Heartless

An animation software was used to edit Kanye west throughout this music video , Animation based music videos are simply partially or entirely animated music videos. This style of music video is usually cheaper to produce since it is entirely digital, and props, venues, cameras and other equipment are not needed. This style of music video can also compliment a song as it may suit its mood, or can attract their target age group.

An Artist Miming and lip syncing to a playback track

Kanye West - Homecoming

This music video shows him lip syncing to a playback track , this song was originally recorded in a studio , making it clear to hear vocally , the lip syncing was to make a focus on him as he "performs".

Multi - Mage (Multiple Images on Screen at once)

Keri Hilson - Knock You Down ft Kanye West & Ne-Yo

At the 3 Minute mark  there is editing done on the video so that the screen is split into two , as One side shows Kanye west rapping and the other shows what he is rapping about and Keri Hilson vocally accompanying his verse.

Reference to or Includes another artist

JAY Z , Kanye West - Otis ft Otis Redding

This track was from a joint album made by JAY Z and Kanye West called Watch The Throne in 2011. the instrumental is sampled from an old song from the male singer Otis Redding. there was not a scene in the music video where both of them were not in the camera shot, showing off the equality of the ownership of this song.

Cutting to a beat

Kanye West - All Of The Lights

This music video used a variety of styles to cut scenes between the beat, one of the ways was through the lyrics on the screen , even though they are lyrics , they still cut with the beat because it is part of the song. Another style of cutting to the beat was used whenever the fast drumming occurred during the beat specifically at the 2:30 minute mark was the best example ,when it was repetitively cutting with Kanye in the studio and him on top of the car to 2:44 when the tempo slowed down a little with Rihanna singing the chorus.

C)

ILLUSTRATIVE

An illustrative style of music video is when the video is made to replicate the lyrics as close as possible in a visual form. We see a moment of illustrative work within the music video when Kanye west says "lets have a toast" we see all the people in the music video raise their glass in the form of making an actual toast at the 2:47 minute mark.

KANYE WEST - RUNAWAY

PARODY

JAMES FRANCO  & SETH ROGEN BOUND 3

A parody music video is when the style or lyrics of an artist is changed or copied to produce humour and mockery within the music.In this music video we see these two famous actors mimicking the actions from Kanye West's song "Bound 2" which involved him and his wife Kim being intimate on a motorbike with "horrible" green-screen effects in the background.

AS-LIVE

JAY Z & KANYE WEST - PARIS

As - Live music videos are ones that performed as though live but are shown after a short delay to allow editing of mistakes and bad language , also to get the noise of the audience out of the music. this music video was performed live for the concert of the joint album of Jay Z and Kanye West , but editing thoroughly to make it look like the theme was for the music video. symmetrical camera editing was used to make it look inverted. we can also see that the audience has also been muted so that the artist can be heard clearly.

SURREAL

Surreal Music Videos are videos which make the audience  find hard to believe is happening in the real world, some give  effects which make it feel dream like. this song is about the exploitation of Sierra- Leone for the diamonds forming in the soils of their land. throughout the music video there are scenes of  rich white people , with diamonds in their possession , while the black children are dirty and muddy due to the digging they have been doing for the diamonds. The music video creates awareness for how some diamonds are really bought into the rich parts of the world and that is why the ending of the video asks viewers to "Buy conflict free diamonds".

INTERPRETATIVE


KANYE WEST -  POWER

Interpretative music videos are videos which looks like something but has a different meaning , this type of videos allow the audience to make their own interpretation of what they think the meaning of the video is about. in this case some people think this is an illuminati welcoming video for Kanye due to all the objects and actions occurring in the video and some say this is just a very touchy religiously themed video.

PASTICHE 

KANYE WEST - TOUCH THE SKY

A pastiche music video is basically a serious version of a parody , it is almost like a tribute to an originality , like a compliment. this music video was of recognition of the stuntman Evel knievel , as we hear the presenter say Kany-evel informing the audience who he is intended to cosplay in addition to the older theme of the attire,setting and camera.

Assignment Task 29.1 - Purposes of Music Video

Increasing the range of media an artist is active in / Promotion of a Particular Song

J. Cole - Crooked Smile ft TLC 

This music video is for one of J.Cole's singles in his 2013 album "Born Sinner".  For the range of media displayed in this video I would say it is , political and entertainment based. Firstly it is political due to the fact that it was intended to send a message to the US government's war on drugs and specifically to the innocent victims who are still lost in its battle. It is entertainment based due to time put in to create the script intended for use in the video , to portray the message he was trying to send.

The music starts off with simultaneous Close ups of J.cole and the DEA officer's face , showing how they are starting their day, directing the viewer that they are the main focus of the 5 minute video. to properly introduce the messages intent, we  get a glimpse of the DEA agent having breakfast with his daughter, as Cole celebrates the birthday of his sister, who is of the same age. Later , during the DEA raid on Cole's house , he is arrested and watches while his younger sister  is accidentally shot by a police officer. The video then concludes with a message dedicated to "Aiyana Stanley-Jones" , A 7 year old girl who was shot and killed during a police raid on her house in Detroit back in 2010. One of the famous stories in spotlight at the time.

In Political awareness, this increased the popularity of J.Cole, showing that Politics can be intertwined with Rap/Hip Hop. Cole received a huge range of recognition for the music video, Roland Lawrence, Chairman of "Justice for Aiyana Stanley - Jones Committee" , released a statement thanking J.Cole for his thoughtfulness saying " This effort and recognition by J.Cole will hopefully will call us all on the table as it pertains to injustice in America , and , in fact , injustice everywhere"

Making the video for Political awareness was a smart business move , in terms of generating profits. On Youtube , the views generated from the audio was almost 3 million, in comparison to the music video which generated 30 million.  This recognition helped "Crooked Smile" maintain 12 weeks on Billboard's Mainstream R&B/Hip Hop Charts.

J.Cole's fan base consists of mainly teenagers, teenagers are not popular for watching the news , as much as adults , however if the news is spoken/sung , through a familiar face it would certainly encourage political awareness.

Promotion of the Artists Album/Particular Album

Tory Lanez - Other Side // I TOLD YOU 8 - 19 - 16

This music video is for one of the singles in Tory Lanez's mixtape called The New Toronto released in December 2015. However the music video was not promoting his mixtape , it was promoting his largely anticipated debut album "I TOLD YOU".

Other Side was made to call out Tory's doubters. He said in an MTV interview that it is "a big f*** you to all who doubted me. The teachers that kicked me out of school. And everyone who did not believe ". This is why the music video is so direct with the camera angles , it almost seems as if he is telling us to f*** off. the camera angles consists of many close ups of Tory putting his middle up towards the camera and the pans of the crowd of people also imitating his actions, re enforcing the power of the chorus and adding extra depth in the meaning of it.

The lighting in the video during the outside scenes are very dull , showing off the grey colours which are visible , this is to show that the neighbourhood is not a joyful , happy one and consists of a lot of sadness but they make the most out of it and dance and enjoy the company of each other, the smoke of the motorbikes also adds to the dull colour scheme. Moving on to the strip club , we see brighter happier colour , pink. This is to emphasise the emotion of lust and joyfulness , as the young men bask in the sight of the beautiful women dancing around them as money is falling everywhere. Moving on we see a new tint change , this time it is yellow/ gold. This is symbolising relaxation and wealth as the young men sit comfortable around the table full of money, beverages and smokes. the camera also pans more slower in the table scene to add the feel of relaxation compared to the outside scene which was much faster due to the energetic movement. The slow pans continue into the alternate scene when Tory is in a yellow lit hallway , with money all over the floor. This scene was all about wealth and not as much relaxation compared to the table scene , for the first time in the video we get to see Tory's whole attire due to the mid shot angle of the camera and from the view we see that it is very expensive clothing he is wearing - adding depth to the colour scheme.

Through 3/4 or the music video , in order to match the slow tempo of the song at that moment , we see that the speed of the video has also been slowed down , with slow pans across the strip club to see the women dancing in more detail and the people in the club with more detail.

After that scene , we see a rapid change of pace , with a quick edited cuts , and then the words  I TOLD YOU ( AUGUST 19TH )  in the centre of the screen. this date is the date that Tory's album was due to come out. the words on the screen were not accompanied with any or Tory's music but with an orchestral piece of music which is easy to remember along side the writing , almost using a memory trick to stick to the viewers head alongside yellow which is the most visible colour and the first colour that the human eye notices.

The date of the album is also placed in the name of the song , in order to add further promotion to the album , as well as this song.

Promotion of a particular song

Boyz II Men - End Of The Road

Boyz II Men are an american R&B vocal group best known for emotional ballads and cappella harmonies. During the 1990s, Boyz II Men gained international success. This began with the release of the number one single "End Of The Road in 1992, which reached the top of charts worldwide, the group set a new record for longevity, staying at number one on the Billboard Hot 100 for thirteen weeks, breaking the decades-old record held by Elvis Presley. 

Analysing the video and listening to the lyrics , it is clear to see and understand what the plot is about, a relationship, which is undertaking many rough surfaces in order to reach a clear path and be successful. The video was mainly made to attract more fans to this particular song due to such its high popularity and also to give something to visualise when listening to the song in order to truly understand its meaning

The release of this song was in 1992, a point in time were editing videos were not as crisp and smooth as they are now in 2016. Compared to the other videos i have analysed we see that the quality is not as high as this. We also see that there is not as much colour editing in the more recent videos compared this Boyz II Men video which starts of with the colour blue being filtered to make it the only colour visible on the quadruple as they stroll towards the camera.

However there could be a meaning why the first 10 seconds of the video have a blue filter. There group could be in fact feeling blue which is an idiom which means feeling unwell, and it is usually associated with unhappiness and depression. so this mixes well with the heartbroken theme being interpreted.

Also due to the type of slow R&B it is , we do not see any rapid camera movement. Only slow pans showing all the artists in a mid shot angle and slow fades in editing to show the artists in different locations

Throughout the video it is clear what emotional feeling it is trying make the viewer feel , which is sad and in "their feelings". the colour blue which we elaborated on earlier is portrayed in many different ways as we progress through the video. The Blue Sky which is shown the boys stroll along the footpath , the camera angle is low making it look like the boys are as high as the sky. This is what sky blue is associated with -   (sky) blue: peace, serenity, ethereal, spiritual, infinity . The sky blue almost describes that the boys have a peaceful voice and are in very spiritual thoughts. Moving on , we see another type of blue, the sea, Sea blue is associated with Bright blue: cleanliness, strength, dependability, coolness. This is describing the boys as strong men who can take care of their women , dependable in relationships, will not cheat or steal and coolness in the sense that their temper is under control , in the music video the boys are heartbroken and we do not see a sense of anger towards them , they are all cool and relaxed while confronted the female they sing about.

Promotion of a new artist or promotion of an artist's change in musical direction or image

Soulja Boy Tell'em - Crank That ( Soulja Boy)

Soulja Boy, is an American rapper, record producer, actor, and entrepreneur. In September 2007, his debut single "Crank That" peaked at number one on the US Billboard Hot 100 The single was initially self-published to the internet, and later became a number one hit in the United States for seven non-consecutive weeks starting in September 2007. 

 "Crank That" served as the lead single from his debut studio album, souljaboytellem.com  and accompanies the Soulja Boy dance. The song is recognized by its looping steelpanriff. It caused what has been called "the biggest dance fad since the Macarena", with an instructional YouTube video for the dance surpassing 27 million views by early 2008.

begins in the "ColliPark Residence" - the owner of ColliPark music records home with two boys  imitating the Soulja Boy dance. Mr Collipark - the owner of the record label takes a keen interest in the children's movements, leading him to contact Soulja Boy in an attempt to sign him up to "Collipark Records". His instinct is confirmed when he notices a number of people performing the dance, en route to meeting with Soulja Boy.

This little film introduction in the beginning of the video sets the stage well for the welcoming of the new star Soulja Boy. 

The audio then starts with a close up angle on  soulja boy's face as he is  introducing " the new dance called Soulja Boy" . It then cuts in time with the steelpan bit to a mid shot showing Soulja boy in the centre accompanied by the back up dancers and crown of supporters in the stands. The angles vary from low shots and to high shots when "Superman" is shouted in the lyrics.

The music video starts with rapid cuts when Soulja Boy is rapping the chorus but when he is doing his rap verses the speed kind of slows down and only uses fades in the video to match the pace of the beat.

The Camera angles in this video are specifically supposed to show the whole body of Soulja Boy and the dancers in order for viewers to try and learn this new dance craze.

The lighting in the music video is warm matching it the high rate of activity going on the video , there is not a part in the video where the dance is not going on. The High school hall in which Soulja Boy and the dancers perform in is infused with a lot of energy as we can see from the video , more than 70 people joining in with the dance which encourages viewers to join in.

The reason why this song was so successful was because it used a different way in order to trigger the memory system in our minds, even if people do not know who sang the song they will always know either the name of the dance or how to do it and if they do not know how to do it , they will keep repeatedly watching the video in order to learn it.

Increasing the income for the record company
Birdman - Respek

It was a bizarre scene Friday morning -- the Cash Money/Rich Gange CEO strolled in with at least 6 or 7 dudes, and immediately blurted out, "Stop playing with my f**king name!" He went on to tell one of the hosts he was gonna handle their beef in the streets, but decided to do it face-to-face instead.

The backstory: Birdman's pissed Charlamagne, Angela Yee and DJ Envy and their guests clown him about not paying his artists for example Lil Wayne.

This interview received a lot of publicity not only because it was the shortest interview The Breakfast Club had done but mainly because of what was said by Birdman " Put Respek on my name" made the interview famous. It received almost 11 million views on youtube , the highest out of all The Breakfast Club's view count. 

The word "Respek" went viral on twitter with the hashtag feature and that increased the reputation of Birdman and Rich Gang.

Birdman capitalised on this unusual turn of events and decided it was the best time to release a song about called "Respek".

the music video starts with mid shot angle where a elderly woman is patronizingly asking Birdman "what is my name" he says her name and she follows by saying "Put some Respek on my name" mimicking his earlier interview with the breakfast club.

During the music video the whole canvas in which the camera is covering displays a majority of "Respek" clothing which Rich Gang was making a lot of money from. the camera angles varied from extreme close ups of the clothing to mid shots of the whole entourage jumping and joining in with the music as they also show off the clothing.

There are rapid cuts in the music video to match the pace of music being played , the cuts work well with the disorientated pans which occur during the video to show off the black and white colors

Throughout the video , there are regular ad-libs which are added saying "Rich Gang" reminding the audience of the music group and record label, therefor reaching to memory through repetition.


This music video was an excellent idea in promoting not only the song but also the clothing line which  was made , this was all generating revenue for the Rich Gang record label. However it was also easy to tell the video was made in a rush because it was just a bunch of people from the record label in a bar hyping the song. the upload of the song on YouTube accumulated almost 10 million views

 Birdman only had one thing to say and that was "One of the lessons of Donald Trump's presidential campaign is that attention is everything. In 2016 we live in an attention economy." I feel that After telling the radio host to "put some respek on it when you mention my name," he stuck to his words and has faithfully followed the Trump steps to success. He  fully commodified RESPEK. After rolling out "Respek," the merchandise line, this was the perfect time to release this single as the word RESPEK still stands as a topic trend.

Having done some more analysis Birdman not only capitalised RESPEK with the merchandise line and single he then managed to sell it for a huge sum of money. the CEO of Brand Smart China's U.S Division bought the trademark for his phrase RESPEK for a little over $25million and not only that , they plan to roll out an entire line of "respek my name" apparel for him.

Promotion of and synergy with another media product

Elton John - Circle Of Life

"Circle of Life" is a song from Disney's 1994 animated film The Lion King. Composed by Elton John.The song reached #11 in the UK and #18 in the United States, and is featured frequently in attractions based on The Lion King, such as Disney theme parks and parades.

This music video was made in order to promote fans to go and watch the lion king, see who sang the song and listen to more of his music and also for those who have already seen the movie and want to see how it was produced.

The music video starts with a close up in a artists studio as he is draws a little lion cub as the little cub sits and models for the artist. the camera then fades and primarily focuses on the lion cub as it plays around in the art studio. another fade occurs but this time it fades to a music studio where Elton John is playing his piano.

The camera slowly pans around Elton john and his piano throughout the video when it is in the music studio, the video is also edited to show parts of the lion king movie every 2 to 5 seconds in order to display where the song is from and why it was made. Not every angle was  mid , in certain fades it would be a close up right in front of Elton's face as he watches the camera and sings, as so he is singing to us the audience. the camera movement is slow in order to match the pace of the music, this is why fades where used instead of cuts so that is allows a smooth transition between the movie scenes and John's playing scenes.

The colour scheme in this music video was special because for the movie scenes they displayed the colour ,due to the fact that it is a cartoon and the colours are what make cartoons what they are and so entertaining and fascinating to watch. But for Studio scenes there was no colour displayed, this is what to properly segregate the emotions the viewer would feel, due to the type of song , you would automatically feel down and sad due to colours in the video however the scenes of colour would improve your mood , making you feel "brighter and enticed" and for those who have seen the movie it would trigger a sense of nostalgia because maybe this was your childhood movie or maybe you really liked the emotional feel the movie gave you. 

    

Assignment Task 29.1 - Purposes of Music Video

Increasing the range of media an artist is active in / Promotion of a Particular Song

J. Cole - Crooked Smile ft TLC 

This music video is for one of J.Cole's singles in his 2013 album "Born Sinner".  For the range of media displayed in this video I would say it is , political and entertainment based. Firstly it is political due to the fact that it was intended to send a message to the US government's war on drugs and specifically to the innocent victims who are still lost in its battle. It is entertainment based due to time put in to create the script intended for use in the video , to portray the message he was trying to send.

The music starts off with simultaneous Close ups of J.cole and the DEA officer's face , showing how they are starting their day, directing the viewer that they are the main focus of the 5 minute video. to properly introduce the messages intent, we  get a glimpse of the DEA agent having breakfast with his daughter, as Cole celebrates the birthday of his sister, who is of the same age. Later , during the DEA raid on Cole's house , he is arrested and watches while his younger sister  is accidentally shot by a police officer. The video then concludes with a message dedicated to "Aiyana Stanley-Jones" , A 7 year old girl who was shot and killed during a police raid on her house in Detroit back in 2010. One of the famous stories in spotlight at the time.

In Political awareness, this increased the popularity of J.Cole, showing that Politics can be intertwined with Rap/Hip Hop. Cole received a huge range of recognition for the music video, Roland Lawrence, Chairman of "Justice for Aiyana Stanley - Jones Committee" , released a statement thanking J.Cole for his thoughtfulness saying " This effort and recognition by J.Cole will hopefully will call us all on the table as it pertains to injustice in America , and , in fact , injustice everywhere"

Making the video for Political awareness was a smart business move , in terms of generating profits. On Youtube , the views generated from the audio was almost 3 million, in comparison to the music video which generated 30 million.  This recognition helped "Crooked Smile" maintain 12 weeks on Billboard's Mainstream R&B/Hip Hop Charts.

J.Cole's fan base consists of mainly teenagers, teenagers are not popular for watching the news , as much as adults , however if the news is spoken/sung , through a familiar face it would certainly encourage political awareness.

Promotion of the Artists Album/Particular Album

Tory Lanez - Other Side // I TOLD YOU 8 - 19 - 16

This music video is for one of the singles in Tory Lanez's mixtape called The New Toronto released in December 2015. However the music video was not promoting his mixtape , it was promoting his largely anticipated debut album "I TOLD YOU".

Other Side was made to call out Tory's doubters. He said in an MTV interview that it is "a big f*** you to all who doubted me. The teachers that kicked me out of school. And everyone who did not believe ". This is why the music video is so direct with the camera angles , it almost seems as if he is telling us to f*** off. the camera angles consists of many close ups of Tory putting his middle up towards the camera and the pans of the crowd of people also imitating his actions, re enforcing the power of the chorus and adding extra depth in the meaning of it.

The lighting in the video during the outside scenes are very dull , showing off the grey colours which are visible , this is to show that the neighbourhood is not a joyful , happy one and consists of a lot of sadness but they make the most out of it and dance and enjoy the company of each other, the smoke of the motorbikes also adds to the dull colour scheme. Moving on to the strip club , we see brighter happier colour , pink. This is to emphasise the emotion of lust and joyfulness , as the young men bask in the sight of the beautiful women dancing around them as money is falling everywhere. Moving on we see a new tint change , this time it is yellow/ gold. This is symbolising relaxation and wealth as the young men sit comfortable around the table full of money, beverages and smokes. the camera also pans more slower in the table scene to add the feel of relaxation compared to the outside scene which was much faster due to the energetic movement. The slow pans continue into the alternate scene when Tory is in a yellow lit hallway , with money all over the floor. This scene was all about wealth and not as much relaxation compared to the table scene , for the first time in the video we get to see Tory's whole attire due to the mid shot angle of the camera and from the view we see that it is very expensive clothing he is wearing - adding depth to the colour scheme.

Through 3/4 or the music video , in order to match the slow tempo of the song at that moment , we see that the speed of the video has also been slowed down , with slow pans across the strip club to see the women dancing in more detail and the people in the club with more detail.

After that scene , we see a rapid change of pace , with a quick edited cuts , and then the words  I TOLD YOU ( AUGUST 19TH )  in the centre of the screen. this date is the date that Tory's album was due to come out. the words on the screen were not accompanied with any or Tory's music but with an orchestral piece of music which is easy to remember along side the writing , almost using a memory trick to stick to the viewers head alongside yellow which is the most visible colour and the first colour that the human eye notices.

The date of the album is also placed in the name of the song , in order to add further promotion to the album , as well as this song.

Promotion of a particular song

Boyz II Men - End Of The Road

Boyz II Men are an american R&B vocal group best known for emotional ballads and cappella harmonies. During the 1990s, Boyz II Men gained international success. This began with the release of the number one single "End Of The Road in 1992, which reached the top of charts worldwide, the group set a new record for longevity, staying at number one on the Billboard Hot 100 for thirteen weeks, breaking the decades-old record held by Elvis Presley. 

Analysing the video and listening to the lyrics , it is clear to see and understand what the plot is about, a relationship, which is undertaking many rough surfaces in order to reach a clear path and be successful. The video was mainly made to attract more fans to this particular song due to such its high popularity and also to give something to visualise when listening to the song in order to truly understand its meaning

The release of this song was in 1992, a point in time were editing videos were not as crisp and smooth as they are now in 2016. Compared to the other videos i have analysed we see that the quality is not as high as this. We also see that there is not as much colour editing in the more recent videos compared this Boyz II Men video which starts of with the colour blue being filtered to make it the only colour visible on the quadruple as they stroll towards the camera.

However there could be a meaning why the first 10 seconds of the video have a blue filter. There group could be in fact feeling blue which is an idiom which means feeling unwell, and it is usually associated with unhappiness and depression. so this mixes well with the heartbroken theme being interpreted.

Also due to the type of slow R&B it is , we do not see any rapid camera movement. Only slow pans showing all the artists in a mid shot angle and slow fades in editing to show the artists in different locations

Throughout the video it is clear what emotional feeling it is trying make the viewer feel , which is sad and in "their feelings". the colour blue which we elaborated on earlier is portrayed in many different ways as we progress through the video. The Blue Sky which is shown the boys stroll along the footpath , the camera angle is low making it look like the boys are as high as the sky. This is what sky blue is associated with -   (sky) blue: peace, serenity, ethereal, spiritual, infinity . The sky blue almost describes that the boys have a peaceful voice and are in very spiritual thoughts. Moving on , we see another type of blue, the sea, Sea blue is associated with Bright blue: cleanliness, strength, dependability, coolness. This is describing the boys as strong men who can take care of their women , dependable in relationships, will not cheat or steal and coolness in the sense that their temper is under control , in the music video the boys are heartbroken and we do not see a sense of anger towards them , they are all cool and relaxed while confronted the female they sing about.

Promotion of a new artist or promotion of an artist's change in musical direction or image

Soulja Boy Tell'em - Crank That ( Soulja Boy)

Soulja Boy, is an American rapper, record producer, actor, and entrepreneur. In September 2007, his debut single "Crank That" peaked at number one on the US Billboard Hot 100 The single was initially self-published to the internet, and later became a number one hit in the United States for seven non-consecutive weeks starting in September 2007. 

 "Crank That" served as the lead single from his debut studio album, souljaboytellem.com  and accompanies the Soulja Boy dance. The song is recognized by its looping steelpanriff. It caused what has been called "the biggest dance fad since the Macarena", with an instructional YouTube video for the dance surpassing 27 million views by early 2008.

begins in the "ColliPark Residence" - the owner of ColliPark music records home with two boys  imitating the Soulja Boy dance. Mr Collipark - the owner of the record label takes a keen interest in the children's movements, leading him to contact Soulja Boy in an attempt to sign him up to "Collipark Records". His instinct is confirmed when he notices a number of people performing the dance, en route to meeting with Soulja Boy.

This little film introduction in the beginning of the video sets the stage well for the welcoming of the new star Soulja Boy. 

The audio then starts with a close up angle on  soulja boy's face as he is  introducing " the new dance called Soulja Boy" . It then cuts in time with the steelpan bit to a mid shot showing Soulja boy in the centre accompanied by the back up dancers and crown of supporters in the stands. The angles vary from low shots and to high shots when "Superman" is shouted in the lyrics.

The music video starts with rapid cuts when Soulja Boy is rapping the chorus but when he is doing his rap verses the speed kind of slows down and only uses fades in the video to match the pace of the beat.

The Camera angles in this video are specifically supposed to show the whole body of Soulja Boy and the dancers in order for viewers to try and learn this new dance craze.

The lighting in the music video is warm matching it the high rate of activity going on the video , there is not a part in the video where the dance is not going on. The High school hall in which Soulja Boy and the dancers perform in is infused with a lot of energy as we can see from the video , more than 70 people joining in with the dance which encourages viewers to join in.

The reason why this song was so successful was because it used a different way in order to trigger the memory system in our minds, even if people do not know who sang the song they will always know either the name of the dance or how to do it and if they do not know how to do it , they will keep repeatedly watching the video in order to learn it.

Increasing the income for the record company
Birdman - Respek