Complete NEA Pitch

NEA Pitch including industrial content, case studies and conventions, concept, lyric analysis, moodboard, storyboard, casting, brand identity, intertextuality, web mockup, brand collaboration and cross-platform convergence

Audience Research: Focus Group

 Focus group

Generic Research: Case Study - Beabadoobee

 Filipino-British singer/songwriter in the indie/alternative rock pop. This fits into the genre that The Beggars Group artists belong to.

Music video analysis- “Care”

Current website analysis- “Beatopia”

Instagram analysis for cross-platform convergence

Generic Research: Analysis of Beggars Group artists website

 

Industrial Context: Analysis of Beggars Group website

 

Industrial Context: The Brand Beggars Group

 Industrial Context- The Brand

Beggars Group is a British record company that owns/distrubutes labels including:

• 4AD
• Rough Trade Records
• Matador Records
• XL Recordings
• Young

Beggars Group was founded in London in 1973 with Beggars Banquet shops, which then became an independent record label in 1977, inspired by the British punk rock movement. The first band on the label was English punk group The Lurkers, and since the record label has signed many well-known artists including Adele and Radiohead. Today, the label remains under the ownership of original founder Martin Mills as an alternative record label (the largest of its kind). Beggars Group self-distributes digitally and to US indie stores. The record label can be considered a trailblazer in the digital world as it had its song collection available digitally before 2000.

Industrial Context: Music video timeline and contemporary context

 Industrial Context

Timeline of music videos

• In the 1940s the Scopitone was developed. This was a type of jukebox featuring a film component. It became most popular in the 1950s and 60s in the US and Europe. This is often regarded as the first form of music video.
• In 1963 one of the earliest videos of a Top 40 hit was released (Jan & Dean’s Surf City)
• In 1964 The Beatles produced a feature length film, “A Hard Day’s Night”
• Bob Dylan created one of the first televised music videos in 1966 to “Subterranean Homesick Blues”
• Advances in technology in the 1970s meant that music videos became more visually dramatic and impressive. This included chroma key (green screen)
• Producers started to realise the potential of music videos and so higher budgets were set on their creation
• Top of the Pops began showing musicologists videos in the mid 1970s, again reflecting their new power in the music industry
• Queen produced a music video for “Bohemian Rhapsody” in 1975 to be shown on Top of the Pops to promote the song. This video was considered the most significant music video of the 1970s due to its striking visuals and special effects.
• MTV started in 1981 in the US. The channel asked record lanes to create music videos for free. The first music video shown was the Buggles’ “Video Killed The Radio Star”.
• In 1983, Michael Jackson’s incredibly influential 13 minute “Thriller” music video was released exclusively on MTV. The video was inducted into the National Film Registry of Congress despite only being a music video because it  was “culturally, historically or aesthetically significant”.
• Due to the fact that music videos are short media forms, they have often been used as an opportunity to experiment with new technology. For example the use of chroma key in the 70s, but also the use of claymation and stop motion animation in the 1986 music video “Sledgehammer”.
• To communicate meaning in this short time frame they also often use intertextuality.

Contemporary context

The major players in the market are:

• Universal Media Group
• Sony Music
• Warner Music Group
• Lighthouse films
• London Alley
• Go Big LA
• Litewave Media
• Video Ink
• Tribesound
• Maximum Flavour Media
• ARTtouchesART
• Partizan
• Escape Plan Productions

• Music videos are highly important in today’s music industry as this is an opportunity to communicate meaning to the audience, showcase talent, promote the artist, enable engagement and build a star persona.

• Due to their importance, music videos have high budgets typically funded by the record label.
  

• Music videos are largely distributed on platforms such as Vevo on Youtube to allow for easy accessibility and therefore largest possible audience and reach.