Why will the audience respond to the choosen song?

The Kinks - All of The Day & All of The Night

Just recently many a couple of The Kinks songs have featured in advertisements. This indicates that the audience will respond to the chosen song for the music video. Even more so at the fact 'All of The Day & All of the Night features in a H&M advert.

 

Although the lyrics of the song have been changed a little because of the female vocals this is a source of marketing for the song. Although audiences may respond passively to the advert, it is the song that will remain in their head. The song is from 1964 and the fact it is used on an advert in 2013 represents the popularity of the song but most of all that it is has a lot of potential for the target audience to respond to the music video.

 

 



 

To furthermore support the view that the target audience will respond to the music video would be how another recent advert, uses another Kinks song 'You Really Got Me'. As modern day adverts are using The Kinks songs suggests that there is an appeal for this style of niche music at the moment, therefore this is another reason as to why the audience should respond to the song chosen for the music video.

Industry Research - Jake Bugg (Website Textual Analysis)

As The Kinks no longer release music and have need to be marketed, I decided to look at how the artist Jake Bugg markets his music because he is an artist who has come around in the past year.

 

Website:

The artist website is key when comes to marketing new singles. For example, marketing techniques are used promoting the new single before you (the audience/fans) can enter the website). Sizing hierarchy is used on the home page to indicate the single name, “what doesn’t kill you”. A link to YouTube for the new single is the direct focus point.

This marketing technique pragmatically implies for the audience to click on the video.  This is done in a clever way because under the video of the new single you can pre order the single and the new album from links such as; Amazon, iTunes and Google play.

 

 

As you enter the band website there are more marketing techniques using media. For example the free download. Most likely to get the free download you will have to register to the website which means the artist gains more access into marketing his music. This is because usually when you sign up to something you get regular emails. In this case this is another media form which will further more promote any other singles, albums and tours etc. Again more media sources are in view for the website audience, Twitter and Facebook again but Instargram is added as you enter the site. Although these social networking websites are mainly used for fans to gain more insight into the artist, the main purpose is more for marketing and promotion.

 

Social Networking:

Facebook and Twitter links are placed at the top left corner of the website presenting alternative marketing techniques.  Also the social networking links present how popular they are. For example Facebook shows that Jake Bugg has 329 k subscribers. Just realized that by clicking on the twitter link and logging in the website promotes the new single through your tweets, ‘Jake Bugg “What doesn’t kill you” http://jakebugg.com/akebugg.com ‘.

First of all you know an artist has made it when they get the verified blue tick which instantly allows followers to know that this is Jack Bugg and not a fake account. His Twitter page shows how many followers he has (299,934) which represents his popularity as he only follows 351 people. A tweet promoting his single is posted from his account.

 

Marketing Strategies:

Web 2.0 has developed marketing strategies of artists products. Traditional marketing methods are being used less and less because the music industry are benefiting more from taking advantage of prosumers (target audience of products). 'Push' and 'Pull' methods are increasingly being used by record companies to market products. In a ‘pull’ system the consumer requests or seeks out the product and ‘pulls’ it through the delivery channel. For example a consumer would intentionally have to search for Jake Bugg’s website and follow the artist on Twitter and like the artists Facebook page. Furthermore, as soon as you go onto Jake Bugg’s website you instantly get marketing techniques being used to promote his new single ‘what doesn’t kill you’.  Although this is an example of a ‘pull’ system, ‘push’ marketing is being forced upon the consumer before they have gotten further than the homepage. In a ‘push’ system, information is just ‘pushed’ towards the buyer.

 

Traditionally the music industry has used ‘push’ model of marketing but social networking has led to increased consumer freedom’s that make ‘push’ marketing less effective. The music industry is beginning to use ‘pull’ marketing and in the future, the music industry will rely on ‘pull’ strategies. The internet has given power to the consumer as companies are trying to make the most of shift to ‘pull’ marketing strategy  because consumers are increasingly ‘pulling’ towards music they want to consume, e.g. downloading music through platforms such as, iTunes and Spotify.

 

Textual Analysis: The Kinks- Sunny Afternoon

I decided to use this video for a textual analysis as The Kinks do not have an existing music video for the song "All of The Day & All of The Night". By analysing this music video I have gained knowledge on what features might be included in the music video I create in a group and features that I did not like and will not consider.

Features to consider:

• Camera effect to give the music video a 1960's twist.
• The symbolic codes and conventions of the clothing the band members wore.
• The use of the instrument/performance within the video.
• Effects used in the post production process.

Features not to consider:

• Repetition of certain camera shots and movements.
• Notion of looking.

The Cultivation/Culmination Theory

In reference to The Hypodermic Model, this theory is a more refined version of the theory because of the difficulty of proving the effects of individual media texts on their audience.

Definition: The Cultivation/ Culmination Theory, suggests that one media text does not have too much effect, years and years of watching certain media products will make you less sensitive to that certain issue. This process is referred to as desensitisation.

One difficulty with this theory and The Hypodermic Needle Model would be that looking at the media in this way can be very difficult. Many people believe that the media does affect our behaviour, but it is very difficult to prove how much effect if any text might have on an audience.

In relation to the media product I will make in a group, (music video) this theory coincides with The Hypodermic Needle Model when looking at issues that the music video may create. For example, because features of  'The Male Gaze' will occur throughout the music video due to lyrics and meaning of the song, The Cultivation/Culmination Theory suggests that the audience may no longer be effected. As the music video created may involve issues such as females questioning their body and behaviour, because woman have been viewed in this way for decades its possibly that the audience have now become desensitized. In the past music video have always included an element of female voyeurism and therefore it is highly likely that females of today are used to this behaviour in particular media products. Although, the music video I will create in a group will have elements of female voyeurism it will be on a minimalistic scale, therefore the female audience shouldn't find themselves sanative to the music video.

The Hypodermic Needle Model

Definition: According to the theory the media is like a syringe which injects ideas, attitudes and beliefs into the audience who as a powerless mass have little choice but to be influenced.

This theory was the first attempt to explain how mass audiences might react to the mass media, suggesting that audiences passively receive the information through media text, without any attempt on their part to challenge or process the data.

Governments had just discovered the power of advertising to communicate a message, and produced propaganda to try and  audiences way of thinking, as this theory was developed in the 1920s. Therefore the Hypodermic Needle Model suggests that information from a text passes into the mass consciousness of the audiences unmediated.

Furthermore this theory suggests that as an audience, we are manipulated by the creators of media texts. In addition our thinking and behaviour might be easily changed by media-makers. This model assumes that the audience are passive and heterogeneous.

The Hypodermic Needle Model suggests that media texts/products brainwash audiences and manipulate their behaviour in a way that audiences are too passive to challenge. However its important to take into consideration how many people view this theory as simplistic because it does not take any account of peoples individuality and yet it is still very popular in society.

This theory may relate to the media product (music video) that I will be creating in the group. The narrative of the music video using the song 'All of The Day & All of The Night' by The Kinks could possibly influence the audience (receiver's of the product). As the song is about a man wanting to be with a woman, its inevitable that elements of the 'Male Gaze' wont feature. In relation to The Hypodermic Needle Model, the music video created may possibly influence the female's of the audience to look a certain way and pressure females to behave differently. Considering the context of when the music video will be set, it seems less likely that females will be influenced negatively. As this is a video which will have connotations of the 1960's era, it seems less likely that females from todays era would feel influenced or pressured to look and act like the female actress in the music video. If this video was made in the 1960's woman may have been directly affected by the media product that will be made.

Results form the Target Audience Questionnaire

The Male Gaze - Laura Mulvey

'Visual pleasure and narrative cinema'

What is the Gaze?

The term was coined in 1975 - in film audiences have to view characters from a heterosexual male.

The concept of the gaze is one that deals with how the audience views the audience presented.

For a feminist is can be though of in 3 ways;

• How men look at women.
• How women look at themselves.
• How women look at other women.

Features of the Male Gaze?

• The camera lingers on a woman's curves, and events that occur to women are presents in the context from a mans reaction.
• Regulates women to the status of objects. The female viewer must experience the narrative secondarily, by identification with the male.

Relation to the music video:

This theory provides useful within the music video being created. In the song 'All Day & All Of The Night' by The Kinks the lyrics relate to this theory as the narrative of the song is about a male wanting to be with a female all of the day and all of the night. For example "Girl I want to be with you all of the time, all day and all of the night". Although there will have to be elements of this theory by using certain camera angles to represent how this male feels about this female, it will not include vulgar voyeuristic treatment of the female body.

Furthermore elements of this theory relate because of the time period the music video will be set in. In the 1960's fashion changed drastically where women began to wear more relieving clothing than ever before. Therefore this changed the way men looked at women, the way women looked at themselves and how women looked at other women.

Example of the Male Gaze in reference to a music video:

Eric Prydz - Call On Me

This music video presents elements of 'the male gaze' because the camera lingers around the woman's curves.