This project that I worked on alongside Ghulam Arif and Sameena Waheed, consists of a music video and two ancillary tasks (an album cover and a magazine advert). After brainstorming our ideas, we decided to produce a video of the Bassline sub-genre of Garage and UK House music (due to my skills as a Bassline music DJ/producer in my own time).
Bassline music is a new experimental style of music that has originated in the past eight years in the north of England and is gaining popularity on a large scale. It is also nicknamed "Niche" due to Niche Nightclub in Sheffield that helped the genre emerge from its underground roots, but was closed on 27th November 2005 due to increased gang related violence and re-opened on 27th November 2009 after exactly 4 years.
"Operation Repatriation"
My contributions to the production of the music video were:-
. Ideas for the music video
. Organising the people who appeared in parts of the video
. Editing and work on the music video and ancillary tasks
. Production of the music itself
. Advertising for people to appear in parts of the video (ravers etc)
The target audience for the music video are mainly people aged 16-25 years of age. This is due to the musics popularity to teenagers, College and University Students, and Youth as a whole in the Midlands and the North of England. It mainly appeals to youth of a working class background due to the content of slang and culture and lifestyles promoted in the songs themselves. Bassline music is split into different categories in order to appeal to many of the english youth population:
Bassline House - Funky and "Old Skool" electronic sounds with a very strong emphasis on bass.
Bassline "Bangers" - Instrumental Bassline without vocals, but more of a mixture of Bassline House and 4x4 Bassline.
Organ House - The old style of Bassline music which has more rhythm and organic melody but less emphasis on bass but more inclusion of elements of funky dance music.
UKB (UK Bass) - Originated in December 2009 in the Midlands Bassline scene and is more grime-style Bassline but includes more faster sounds than the typical Bassline track of 140bpm (beats per minute)
Taking these categories of Bassline music into consideration, I thought that creating a mixture of all types of Bassline Music, I could help create interest to many people who view this music video and listen to the music.
The first Bassline music videos to be released around the UK in 2007 had brought the style of music into the mainstream from its underground West Yorkshire roots.
DJ Q Ft MC Bonez - You Wot (2007)
http://www.youtube.com/watch?v=fUGZq02cYIY
http://www.youtube.com/watch?v=WTsHWzvJWDQ
The typical conventions for a Bassline music video include young adults (male and female mixture) and a lot of raving and increased promotion of fun and a fun and "party hard" lifestyle for the youth.
It shows elements of youth raving, fun and enjoyment.
Taken fron Ruky - Get Milli Get Mad
This shows our use of generic conventions of the typical Bassline music video.
The music video that me and my group created clearly follow the typical conventions of a Bassline music video. Our early plans were to film in a nightclub and film our dancer out of town with more scenery and nightlife to get more promotion of fun into our video. I had organised a group of cheerleaders and street dancing girls to go to Manchester City Centre to participate. However, due to extreme weather conditions, we were unable to travel far and had to film in a local studio and a popular place in my hometown of Blackburn where young people go to socialise, the sheesha cafe.
Question 2 - How effective is the combination of your main products and ancillary tasks?
In relation to MudValley's (www.mudvalley.com) theory of brand identity, our brand consists of the following:-
Brand Essence - This music video and the Bassline music that i produced under my producer/dj name "Ruky", represents more ethnic minorities and mainly people of a low socio-economic status due to its underground roots.
Brand Slogan - "Bring On The Bass" - My tagline in the majority of my Bassline Music
Brand Personality - This music is very upbeat and promotes fun and enjoyment. This is why the music is very fast and is for everyone to rave to.
Brand Values - The music and the music video as a whole represents many things, including youth, fun, culture, the pride of a persons hometown. (However a BBC report about the raid of Niche nighclub in Sheffield in 2005 stated that Police associated Bassline with gangs and violence)
Brand Appearance - This music is made to be categorised into different sub-genres in order to appeal to everyone by using varieties such as rapping/MCing, Singing, and just an instrumental (no vocals).
Brand Heritage - Bassline (this genre) originated in Sheffield in the early 2000's in Niche Nightclub and inspires producers and is enjoyed by people of many ethnic backgrounds.
Emotional Benefits - It is very energetic, upbeat and promotes a fun lifestyle and in the enjoyment that it creates, I believe that this genre of music gets people in a good mood and away from their everyday mood and life.
Hard Benefits - It is a very expensive genre of music to purchase as it is not sold in mainstream record stores such as HMV and Virgin Megastores. Bassline can only be purchased from the producers that make the music and from the nightclubs that play the music and from independent record stores. Consumers can also purchase these products online from websites such as:
www.dubplatemp3.co.uk
www.urbanjunkiez.co.uk
www.basslinelounge.com
However, due to the piracy benefits of Web 2.0, this music can be easily passed along on P2P sharesites on the internet and can also be downloaded via forums and YouTube Downloaders etc.
Inspirational Brand Indentity
> www.youtube.com/user/speedydubzofficial
The above link is a YouTube channel of "Speedy Dubz", an independent label of which I am a part of.
Myself and members of the group, promote each others music that they have produced, using techniques such as uploading them to YouTube and posting links on MySpace and Facebook.
All producers of this group are under the age of 20 and go as young as 15 years of and share a passion for the genre of music that they produce.
These are a few of the producers that are part of this group in order to gain success and help each other out:-
> Ruky (Myself)
> Skanka Productionz
> DJ Z-One
> Shaun Jnr (SJ Productions)
Here is my logo, which is black and purple and is my main combination of colours when associated with music to promote myself.
Here is the logo my group created during the production of the magazine cover. This helps create recognition towards my music due to its purple style in the Bassline scene.
The picture above is taken from the music video that me and my group produced. It shows the part where I appreared and my colours included purple. in order to promote myself and my own brand identity.
As also shown above in this logo with my picture in it, the colour codes include black and purple, in order to promote myself in a different way.
Here are the album covers to my single that we have used to make a Music video - Get Milli Get Mad.
The style we have used is by putting different parts of each others work together and being creative in order to make it stand out more.
The above picture is of the magazine advert which is available to view in full size on our blog.
We have used pictures of the main cast of the video, Lil' Mystery (Dancer) and Khawer (Raver)
The magazine advert promotes the music, the music video, and myself due to the purple colours in the product, the release date and the snapshot of the album cover along with the website that helps promote me which is now under re-construction: http://www.urbanjunkiez.co.uk/ .
Question 3: Audience Testing
The target audience for the music video are teenagers and young adults aged 16-25, people who enjoy nights out and the party life. For the modern day, this is a good audience age range to attract as the main consumers of music are the youth population as they also help to promote music by social networking and P2P file sharing. Video questionnaires were used to gain information from audience groups, which is displayed in earlier blog posts.
Through the information recieved from the results of the questionnaires, we found that not many people familiarise with the genre, which is due to being in Lancashire and not Yorkshire where the music originates and Bassline is still a fresh up-and-coming genre
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The above video is the audience feedback after the group of youth's viewed our final product.
After collecting information of the feedback from peers, the above charts show the results we recieved.
The technology that we have used to create our products are as follows:-
Ancillary Tasks - Adobe Indesign and Adobe Photoshop CS3
Main Task - Video Camera and Final Cut Express
Research and Planning - Blogger and The Internet (YouTube)
The creativity we used during the production, although some shots were too long in duration, were very enjoyable. The transitions, effects and the acting of the ravers in the background gave the music video a "wow" factor from most of the audience.
Looking at the audience feedback, the majority of the music video was great. The only flaws were lip-syncing, due to software problems.
If this was to be re-created, I would take into consideration the feedback from the audience that viewed the video and the mistakes that we made whilst producing this current product.
Conclusion - Strengths
In conclusion, I believe that I have had a large role in this project due to my job as the producer of the music video, helping my peers gain knowledge about the music I work with and its roots in order for them to do their own research, and my participation in organising the dancers/ravers etc to take part in the music video and helping edit the music video itself.
Due to lack of communication from all of us in the group, we had slight trouble meeting up and filming, also due to the weather conditions of January 2010. However, much teamwork and creativity whilst filming had made us create a successful product that we and also the audience, are happy with.
Conclusion - Weaknesses
The video making process and the length of shots and our lack of profession in editing the video have made our product fall back a little. I feel that a bit more time and effort with the production of the music video would have made us create a product which is more near the professional type.
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