Feedback 24.11.09

Well done Sameena and Ghulam! Sameena you are definately working very hard on this project so far! Ghulam and Rukhsar, you need to be contributing equally in order to achieve a good grade in this project. Rukhsar, you haven't actually contributes anything to this blog so far and this is unacceptable! You need to continue your research and aim to have it complete by next week so that you can get on with planning next week in lessons. You should divide the tasks equally between all three of you - see the worksheet and checklists. You need to be working on this daily at home or during frees.
After genre, I'd like to see some work on record labels, audience research/questionnaires etc. See checklists/me for guidance.

Mrs A

Genre.

Our chosen genre is a hybrid genre of Dance and Bassline Music. We have chosen this genre because it is an "underground" and up-and-coming genre and is easy to experiment with creatively.


Conventions of Dance Music Videos.

Dance music videos are primarily for the purpose of the use within night clubs settings or an environment that is based upon dance.
Dance music is categorized as an ever-evolving genre, with evolving styles and sub-styles. The presence of vocals, live instrumentation vs synthetic instrumentation, and pattern of drum beats also help differentiate genres of dance music. Some genres, such as techno, house, trance, electro, breakbeat, drum and bass are primarily intended to promote dancing. Others, such as IDM, glitch and trip hop, are more experimental and tend to be associated more with listening than dancing.

The conventions of dance music videos are that they are mainly set in studios with clubs settings and locations of such, the performance mainly consists of people raving or dancing creating a very energetic atmosphere, and the use of females dressed very minimal is popular, the use of flashing lights and bright colours is common and they entail fast paced editing and are upbeat, also the vocals are essential to the performance and the use of graphics and green screening is popular.




This is an example of a Dance Music Video, called Ayla Part two.

Conventions of Bassline Music videos.

Bassline is a type of music related to UK garage and has emphasis on bass. The style originated in Sheffield around 2002.

Bassline has been at the centre of controversy in Sheffield due to a police raid on the former bassline club night Niche, after which the club closed down. Police raided the club amidst reports that the scene had been attracting violence, drug use and gang culture. Since it was the most popular bassline night in Sheffield prior to its closure, Niche is sometimes used as an alternative name for the musical genre. Like grime, bassline is still associated with violence, anti-social behaviour and criminal activity.

The video below shows the Niche Club Raid in Sheffield. Through this clip we portray the negitive stereotype of bassline music. However we also see the positves of the music through people who enjoy the music and the negatives through the police.

Bassline remained underground until the release of T2's single 'Heart Broken'.
The video below is T2's 'Heart Broken'.

This is another Bassline video. It is a remix of Dj Ironic's 'So Nice'. Personally i think the extra bass enhanced the vocals and lyrics of the song and the use of bassline made it more appealing to a bigger audience. there is a sence of energy and power in the track which makes it a successful track, having had 83,138 views on youtube proves the popularity of the track and the bassline genre.



According to TOP 40 DOWNLOADS ARCHIVE :: WEEK 49 : 29/11/2009 - 05/12/ 2009 (http://www.theofficialcharts.com/top40_downloads_last.php?week=1&end=29/11/2009%20-%2005/12/2009), Dizzee Rascals track Dirtee Cash came number 39 out of 40, however, this is because bassline is still an up and coming genre.

Institution

What is a Brand?
Branding creates an image that people are able to link to a certain type of product which delivers an image and message that enables them to view the product over and over again. Branding makes the campaign recognizable and more specific to a certain audience, as consumers have so much choice.


Branding occurred as a result of mass production, ' Image based difference had to be manufactured along with the product', (Naomi Klein, No Logo), therefore branding became a necessity.


What creates a Brand?
According to mudvalley.com there are eight elements that create brand identity. Brand identity is the presentation of a product to its consumer.

• Brand Essence - what the brand means in a sentence.
• Brand Slogan - often a catchphrase to a logo.
• Brand Personality - what kind of character does the brand have? Humanises the brand which makes it easier to relate to.
• Brand Values - what does it stand for/against.
• Brand Appearance - what does it look like/ sound like/ taste like?
• Brand Heritage - what kind of tradition does it have?
• Emotional Benefits - what feelings does it offer consumers?
• Hard Benefits - it is cheaper, better, does it wash whiter? What 'real' quantifiable benefits does it offer the buyer?
  

In relation to Mudvalley.com's theory of brand identity our brand consists of the following elements:-

• Brand Essence? It represents minorities as it is an 'up&coming underground' music and the genre itself is a minority as it is not classed as mainstream music.
  
• Brand Slogan? 'Bring On The Bass'.
• Brand Personality? It is fast paced, upbeat and something to rave to and for everyone to enjoy.
• Brand Values? It is a representation of many things including Love, Youth, Pride of Hometowns and much more. 
• Brand Appearance? As it is an auditorial product it has no visual appearance however the music is shared between Mc, Instrumental and Vocals (Singing).
• Brand Heritage? It is a mixture of all traditions and cultures but the genre originated in the early 2000s.
• Emotional Benefits? It offers a release from worldly affairs and gets you in a hype as it is highly energetic and the beat is forceful.
• Hard Benefits? It is cheaper because there is no manufacturer costs, printing and publishing costs as albums are made on request. The 'real' quantifiable benefits to the consumer are that it is easily accessible and is cheaper to purchase as it is not sold at a music store.

Examples of Brand image/identity

The single 'Adagio for strings' proved to be a huge success in the dance charts getting in the Top 40. This particular concert music video was host to a DJ Tiesto concert with a capacity of 25,000 people showing the massive audience for the dance genre. The brand identity and image given is that Tiesto is a confident performer and his aim is to get everyone raving and dancing which he succeeds in doing.
It is not only the videos that bring out the artists brand image but also merchandise and album covers. Below is the album cover with the track above in the 2004 album 'Just Be'.

The media text is produced by 'Speedy Dubz' which is an independent label. They promote and create music individually to tailor everyones needs. This is an example of their work which can be found on youtube and myspace.

These are a few of the artists that work with Speedy Dubz to be successful:-

Ruky

Skanka Productionz

DJ Phelan

Shaun Jnr

DJ Zee-One

TRZ

DJ Jay Vibez

The typical traits of this insitution and its collaborators are that they are mainly young people who have a love for music production and interest of the genre as a whole. Bassline music is produced by independent labels and is fairly new as 'Niche' was brought back on the 27th November 2009 in Sheffield. The genre as a whole has had no major label success but may do in the coming future.

There are many different names for bassline, it can be called niche adapted from the nightclub from which it originated. However, there are many divisions in the genre which are:-

1) Organ House

2) 4x4

3) Bangaz

As different sub-styles have developed people have had a liking for various flavours of the genre and it targets a wider audience. It promotes youth as DJ's are as young as 14 years of age! It also promotes relationships and fun within the genre.

Our Group and Brief

Our group consists of Ghulam Arif, Sameena Waheed and Rukhsar Hussain. We have decided to work on the Music Promotion brief which is made up of one main task and two ancillary tasks which are the following: the main task being a production of a music video and the ancillary tasks being the digipak which consists of an album cover of its release and a magazine advertisement for artist promotion.

Our chosen genre is hybridity between Dance and Bassline. We have chosen this genre because an "underground" and up-and-coming genre and is easy to experiment with creatively.