Our final track choice is This Boy by James Morrison
http://www.youtube.com/watch?v=kDo6CiPueEo
Thursday 29 November 2007
Wednesday 28 November 2007
Initial Idea
Our initial idea for the music video was James Morrison - This Boy. This was becuase it is an artist we are all familiar with and appreciate his music. This song particularly adresses the younger audience, as he talks from an older perspective and therefore relates to a mass audience.
We then thought that the song was too mainstream to use for a video as he has a particular style. Therefore we began to search for a less well known artist that produced acoustic songs and also considered alternative rock music. For an example Life House and Jamie T.
Concerning Lifehouse, we concocted a traditional love narrative for the song "You & Me" however it already had a trailer as it was the theme tune to an American Drama, Smallville which used a similar structure to that we had thought of.
This then brought us back to James Morrison as we discovered by studying the lyrics for This Boy we generated a large number of clear concepts that we could place into a video. We therefore decided on an largely narrative video with elements of performance to maintain his style in his previous video releases.
We then thought that the song was too mainstream to use for a video as he has a particular style. Therefore we began to search for a less well known artist that produced acoustic songs and also considered alternative rock music. For an example Life House and Jamie T.
Concerning Lifehouse, we concocted a traditional love narrative for the song "You & Me" however it already had a trailer as it was the theme tune to an American Drama, Smallville which used a similar structure to that we had thought of.
This then brought us back to James Morrison as we discovered by studying the lyrics for This Boy we generated a large number of clear concepts that we could place into a video. We therefore decided on an largely narrative video with elements of performance to maintain his style in his previous video releases.
Tuesday 27 November 2007
OLLY Technical Analysis
The Fratellis – Chelsea Dagger
http://www.youtube.com/watch?v=clhOnZRrmXc
This video is performance based but also has a narrative, as it appears to be filmed in an exclusive house that performs its own shows.
The shots are never more than a second or 2 long. The director also uses low camera angles to empower the band.
The majority of the shots are of the band, focusing on 4 shots in particular the whole band, and 3 individual ones of the members playing their instruments.
This film quite auteristic as the band are wearing very unique costumes and 2 of them are wearing top-hats. They are also performing on a stage which is pitch-black except for 3 spotlights on the band. There are lots of close-ups of the band members performing, to give the video a sense of authenticity
The camera also cuts every few shots to very attractive women who appear to be performers in lingerie-style costumes. They all have make-up on and are viewed in a voyeuristic way as the shots are all close-ups of parts of their bodies.
http://www.youtube.com/watch?v=clhOnZRrmXc
This video is performance based but also has a narrative, as it appears to be filmed in an exclusive house that performs its own shows.
The shots are never more than a second or 2 long. The director also uses low camera angles to empower the band.
The majority of the shots are of the band, focusing on 4 shots in particular the whole band, and 3 individual ones of the members playing their instruments.
This film quite auteristic as the band are wearing very unique costumes and 2 of them are wearing top-hats. They are also performing on a stage which is pitch-black except for 3 spotlights on the band. There are lots of close-ups of the band members performing, to give the video a sense of authenticity
The camera also cuts every few shots to very attractive women who appear to be performers in lingerie-style costumes. They all have make-up on and are viewed in a voyeuristic way as the shots are all close-ups of parts of their bodies.
Monday 26 November 2007
Chris - Technical Analysis
The Fratellis - Whistle for the Choir
The majority of the shots in the video are of the lead singer, Jon Fratelli, whether it be him on his own singing, playing the guitar or with the band, 43 of the 84 shots are of the lead singer and 13 of these are close ups.
The shots of the guitarist, Barry, are always under 1 second long, 9 shots of him alone in total. This shows it is important to show the other members of the band other than the lead singer, to show the authenticity, but not necessarily for long periods of time.
The video is performance based although we do see the lead singer walking through the streets of Glasgow but there seems to be no purpose to this showing there is no narrative.
A first person mode of address is clear as the lead singer is always singing at the audience.
The opening shot lasts for 25 seconds which is extremely long for one single shot in a music video and introduces the lead singer to the audience.
A low camera angle is used when shots of the band are used to empower them.
The majority of the shots in the video are of the lead singer, Jon Fratelli, whether it be him on his own singing, playing the guitar or with the band, 43 of the 84 shots are of the lead singer and 13 of these are close ups.
The shots of the guitarist, Barry, are always under 1 second long, 9 shots of him alone in total. This shows it is important to show the other members of the band other than the lead singer, to show the authenticity, but not necessarily for long periods of time.
The video is performance based although we do see the lead singer walking through the streets of Glasgow but there seems to be no purpose to this showing there is no narrative.
A first person mode of address is clear as the lead singer is always singing at the audience.
The opening shot lasts for 25 seconds which is extremely long for one single shot in a music video and introduces the lead singer to the audience.
A low camera angle is used when shots of the band are used to empower them.
Sunday 25 November 2007
MANNY - Analysis 2 - James Morrison - Undiscovered
Narrative or Performance Based?:
The song is wholey narrative based, although he sings he does not play an instrument. The song is yet another love song, talking about the hidden potential we all have that is exactly the same, he is trying to say not everyone has found the right person yet. This is directly related to the song, it is of how a man has accidently met a girl, but does not do the right thing. The repercussions are he is stuck in the same place untill he is found again. Tieing in with the lyrics, as the chorus peeks a flood of poeple enter the screen, he then frantically looks for her and finds her in the end, in which he is able to leave.
Location:
Simply just under a bridge. Meaning that the shoot was relatively quick and cheap as the actors and extras did not have to be moved about anywhere.
Editing:
The director uses continuity editing to make the events appear as if they were filmed in chronological order.
However for a video liek this, they may have been and then using other shots, just cut one whole piece and fill in with other view points.
Camera:
The director uses a large number of Close ups, two shots and long shots. The long shots are used to make the man feel isolate, the two shots are of couples which are also medium close ups. Finally the close ups are of james morrison and of the protagonist of hte song, where we get to see their emotions and reactions to the situation
Special Effects:
We see that everbody has a super imposed "window" to their heart. The director trys to show that you can see into epoples hearts jsut by the way they act. It is also used to show some one they love even if they have passed on. As an old lady walks past, we see a black and white image of her late husband or lvoer in a locket. Positioned in the window where her heart is.
We then see another man sitting next to the protagonist, he isholding his heart possibliy showing it is broken as the light of which it glows flickers on and off.
Visuals & Lyrics:
The director uses the soudn to anchor parts of the narrative.
"you see the look that's on my face" and the protagonist slowly turns his head in dismay
As mentioend before, as the final choros peeks, a flood of poeple come onto the screen in which he finds the girl. he is therefore "discovered" and can walk away.
The song is wholey narrative based, although he sings he does not play an instrument. The song is yet another love song, talking about the hidden potential we all have that is exactly the same, he is trying to say not everyone has found the right person yet. This is directly related to the song, it is of how a man has accidently met a girl, but does not do the right thing. The repercussions are he is stuck in the same place untill he is found again. Tieing in with the lyrics, as the chorus peeks a flood of poeple enter the screen, he then frantically looks for her and finds her in the end, in which he is able to leave.
Location:
Simply just under a bridge. Meaning that the shoot was relatively quick and cheap as the actors and extras did not have to be moved about anywhere.
Editing:
The director uses continuity editing to make the events appear as if they were filmed in chronological order.
However for a video liek this, they may have been and then using other shots, just cut one whole piece and fill in with other view points.
Camera:
The director uses a large number of Close ups, two shots and long shots. The long shots are used to make the man feel isolate, the two shots are of couples which are also medium close ups. Finally the close ups are of james morrison and of the protagonist of hte song, where we get to see their emotions and reactions to the situation
Special Effects:
We see that everbody has a super imposed "window" to their heart. The director trys to show that you can see into epoples hearts jsut by the way they act. It is also used to show some one they love even if they have passed on. As an old lady walks past, we see a black and white image of her late husband or lvoer in a locket. Positioned in the window where her heart is.
We then see another man sitting next to the protagonist, he isholding his heart possibliy showing it is broken as the light of which it glows flickers on and off.
Visuals & Lyrics:
The director uses the soudn to anchor parts of the narrative.
"you see the look that's on my face" and the protagonist slowly turns his head in dismay
As mentioend before, as the final choros peeks, a flood of poeple come onto the screen in which he finds the girl. he is therefore "discovered" and can walk away.
MANNY - Analysis 1 - James Morrison - The Pieces Don't Fit Anymore
Narritive of Performance Based?:
This particular video is wholey performance based, this is becuase it is one of his later videos and he does not need to establish himself as a singer/guitarist.
The video is about him trying to lose his memories of a past relationship. The character has distanced himself from means of interaction in various ways; he sits at home with yellow lighting, there is a set focus so anything out of range will appear blury, there are no other characters in the video, the camera uses long shots to make him appear insignificant. All of this coupled with his slow movement anchored by the sad tone of the song.
Location:
The director uses 2 different places for the entire video; his home and a lake. We can tell where he is due to common objects, for example we identify it is his home via the lighted tree in the background and the use of a kitchen sink.
We clearly see he is at a lake, becuase it is a lake.
Editing:
The director has used very long shots through out the song, this allows us to figure out the narrative easier. Furthermore as there is no performance involved we focus on the singer himself.
However the video is not filmed in chronogical order, this is an example of continuity editing. Whereby each shot needed is filmed at the location at the time, then edited to look as if it was filmed as it is played.
Camera:
The camera uses a large number of Close ups and Big Close ups to further convey the emotion the singer is trying to come across with. Another way the camera is used to show emotion is by blurring focus to look distant and out of touch with anything else that is going on in his life. More over if we do not see a big close up or a close up we see a long shot to make him appear alone.
Lighting:
Whilest at home the camera uses alot of incident light which give warm colours which add to a sense of the home, whilest oustide there is a stark comparison as a cooler colour palette is maintened from the ambient sky light. I find that the different lighting temperatures show the characters mood transition, how he was at home he was wallowing within himself, while outside when he has finally come to get rid of his memories and get over it the cooler colours make him seem cleaner cut. He then knows he can get on with his life.
Mise-en-scene:
The make up and scene selcetion is key in a sad song in setting the mood. Here we see whilest he is at home, he has heavy bags under his eyes; constructed via warm colours and high shadow definition. Further more he hasn't shaved which tells us time has passed, ie a couple of days. He wears what a typical 20 year old wears, it is nothing glamorours or extravogent.
Lyrics & Visuals:
Much of the singing is in time with Big CLose Ups and Close Ups, as the aim of the song is for the consumer to relate to the singer, saying he knows what you've been through as well. He looks directly in the centre of the camera. A long shot where you do not see clear facial expression would not give the same effect of sadness.
This particular video is wholey performance based, this is becuase it is one of his later videos and he does not need to establish himself as a singer/guitarist.
The video is about him trying to lose his memories of a past relationship. The character has distanced himself from means of interaction in various ways; he sits at home with yellow lighting, there is a set focus so anything out of range will appear blury, there are no other characters in the video, the camera uses long shots to make him appear insignificant. All of this coupled with his slow movement anchored by the sad tone of the song.
Location:
The director uses 2 different places for the entire video; his home and a lake. We can tell where he is due to common objects, for example we identify it is his home via the lighted tree in the background and the use of a kitchen sink.
We clearly see he is at a lake, becuase it is a lake.
Editing:
The director has used very long shots through out the song, this allows us to figure out the narrative easier. Furthermore as there is no performance involved we focus on the singer himself.
However the video is not filmed in chronogical order, this is an example of continuity editing. Whereby each shot needed is filmed at the location at the time, then edited to look as if it was filmed as it is played.
Camera:
The camera uses a large number of Close ups and Big Close ups to further convey the emotion the singer is trying to come across with. Another way the camera is used to show emotion is by blurring focus to look distant and out of touch with anything else that is going on in his life. More over if we do not see a big close up or a close up we see a long shot to make him appear alone.
Lighting:
Whilest at home the camera uses alot of incident light which give warm colours which add to a sense of the home, whilest oustide there is a stark comparison as a cooler colour palette is maintened from the ambient sky light. I find that the different lighting temperatures show the characters mood transition, how he was at home he was wallowing within himself, while outside when he has finally come to get rid of his memories and get over it the cooler colours make him seem cleaner cut. He then knows he can get on with his life.
Mise-en-scene:
The make up and scene selcetion is key in a sad song in setting the mood. Here we see whilest he is at home, he has heavy bags under his eyes; constructed via warm colours and high shadow definition. Further more he hasn't shaved which tells us time has passed, ie a couple of days. He wears what a typical 20 year old wears, it is nothing glamorours or extravogent.
Lyrics & Visuals:
Much of the singing is in time with Big CLose Ups and Close Ups, as the aim of the song is for the consumer to relate to the singer, saying he knows what you've been through as well. He looks directly in the centre of the camera. A long shot where you do not see clear facial expression would not give the same effect of sadness.
Friday 23 November 2007
OLLY Product Analysis 2
James Morrison – Wonderful World …………… http://www.youtube.com/watch?v=uSNJFX3HC1E
Genre Characteristics: This video can be placed in the acoustic/pop rock genre by the fact that the artist is playing an acoustic guitar. He also has longish curly hair which is fits in with the genre.
Relationship with music and visuals: There is the fact that he is singing ‘It’s a wonderful world’ and he is surrounded by half-naked beautiful women around a swimming pool, which is every heterosexual-man’s dream. The lyrics also form a cliché as the location is actually a mental home and the gorgeous women are patients. ‘I thought I was doing well but I just wana cry now’ is linked to the girl upset in her bedroom.
Camera: The camera spends a lot of time on the artist to reinforce his star persona and to prove the fact he is a musician as he is lipsinking and playing the guitar. There are lots of close-ups of the females, objectifying their bodies to please a male audience. The director uses a lot of panning shots, so we as an audience look over the scene/ location. The camera also positions the artist as an onlooker. The same shots are repeatedly used.
Editing: There are lots of jump cuts between the artist and the female characters, to show that he is singing about them. There has been an effect added, like the black/pollution going into the water.
Locations: There is only one location used which resembles a villa in the Mediterranean but is actually a mental home. There are a lot of shots of the pool with all the women sunbathing around it.
This video is narrative and performance based. He is does not play a part in the narrative but plays his instrument on set to give authenticity and to give him credibility as a performer.
Genre Characteristics: This video can be placed in the acoustic/pop rock genre by the fact that the artist is playing an acoustic guitar. He also has longish curly hair which is fits in with the genre.
Relationship with music and visuals: There is the fact that he is singing ‘It’s a wonderful world’ and he is surrounded by half-naked beautiful women around a swimming pool, which is every heterosexual-man’s dream. The lyrics also form a cliché as the location is actually a mental home and the gorgeous women are patients. ‘I thought I was doing well but I just wana cry now’ is linked to the girl upset in her bedroom.
Camera: The camera spends a lot of time on the artist to reinforce his star persona and to prove the fact he is a musician as he is lipsinking and playing the guitar. There are lots of close-ups of the females, objectifying their bodies to please a male audience. The director uses a lot of panning shots, so we as an audience look over the scene/ location. The camera also positions the artist as an onlooker. The same shots are repeatedly used.
Editing: There are lots of jump cuts between the artist and the female characters, to show that he is singing about them. There has been an effect added, like the black/pollution going into the water.
Locations: There is only one location used which resembles a villa in the Mediterranean but is actually a mental home. There are a lot of shots of the pool with all the women sunbathing around it.
This video is narrative and performance based. He is does not play a part in the narrative but plays his instrument on set to give authenticity and to give him credibility as a performer.
Thursday 22 November 2007
OLLY Video Analysis 1
The Kooks - Naive
This video is more focused on the narrative than creating a star persona for the band.
Genre characteristics: We can establish that they are an indie rock band. This can be established by the conventions; the bands clothes – leather jackets and white t shirts- rebellion motif. They also have a lot of hair (mullet) which is often seen on the indie rock scene.
Relationship with music and visuals: The lyrics are related to the video, as the lead singer describes his ex-girlfriend – ‘someone so beautiful’.
‘Just don’t let me down’ – referring to the fact that she has cheated on him.
‘Such an ugly thing’ – cheating.
Narrative based - The video shows the band in a club and a flat in an urban city – probably London or Brighton from the culture codes. The video shows the lead-singer who is looking for his girlfriend at the party, only to find out that she had cheated on him with another bloke in the toilets and is really drunk. The singer lipsinks certain lines to the camera to give authenticity, but the band are not seen playing the track.
Camera: There are loads of close-ups of the lead singer to reinforce the narrative as it shows him looking around for his girlfriend. These shots are in with the people in the club to create the effect that the audience is there with him.
Editing: The video starts out being a montage cutting between the lead singer walking, and a glum flat with him and his girlfriend. There are cuts between him in the club looking for his girlfriend and shots of her in the toilet getting jiggy, so we as an audience sympathise with him.
Locations: The majority of the video is in a club to show the lifestyle of the band – where they socialise. There is also a flat, which shows that the band are normal people – not rich superstars.
This video is more focused on the narrative than creating a star persona for the band.
Genre characteristics: We can establish that they are an indie rock band. This can be established by the conventions; the bands clothes – leather jackets and white t shirts- rebellion motif. They also have a lot of hair (mullet) which is often seen on the indie rock scene.
Relationship with music and visuals: The lyrics are related to the video, as the lead singer describes his ex-girlfriend – ‘someone so beautiful’.
‘Just don’t let me down’ – referring to the fact that she has cheated on him.
‘Such an ugly thing’ – cheating.
Narrative based - The video shows the band in a club and a flat in an urban city – probably London or Brighton from the culture codes. The video shows the lead-singer who is looking for his girlfriend at the party, only to find out that she had cheated on him with another bloke in the toilets and is really drunk. The singer lipsinks certain lines to the camera to give authenticity, but the band are not seen playing the track.
Camera: There are loads of close-ups of the lead singer to reinforce the narrative as it shows him looking around for his girlfriend. These shots are in with the people in the club to create the effect that the audience is there with him.
Editing: The video starts out being a montage cutting between the lead singer walking, and a glum flat with him and his girlfriend. There are cuts between him in the club looking for his girlfriend and shots of her in the toilet getting jiggy, so we as an audience sympathise with him.
Locations: The majority of the video is in a club to show the lifestyle of the band – where they socialise. There is also a flat, which shows that the band are normal people – not rich superstars.
Chris - Video Analysis 2 - Daniel Powter
Video - Daniel Powter, Bad Day
Narrative and Performance based - the video comprises of shots of Powter playing a piano and the daily life of a boy and girl over 3 days. The main feature of the video is the relationship the two have due to a wall they each draw on to communicate. The final drawing on the wall is a heart and the situation in the drawing comes true at the end of the video when the boy saves the girl from the pouring rain by providing an umbrella as a taxi appears.
Location - the video starts with each in their bedroom and then we follow them to work on the subway, at work, on their lunch break in the same location where Powter is seen playing the piano.
In the subway where both characters sit and wait for the train a poster behind them says smile, which neither of them do.
Editing - Continuous editing to give the illusion of continuous action. Split screens are used to show the comparison between the boy and girl for example in the very first shot of the video shows a split screen with them both asleep in their respective beds.
Camera - there are multiple close ups used on Powter and lip synching is clearly evident in the video to add to authenticity that it is his song and he can sing - first person mode of address. Also we see Powter playing the piano himself to show he isn't just a singer but is also a pianist. The first shot of Powter playing the piano where we see his face he has his eyes closed which creates a sense of passion he has for the song and that he is thinking about the words he is singing.
Narrative and Performance based - the video comprises of shots of Powter playing a piano and the daily life of a boy and girl over 3 days. The main feature of the video is the relationship the two have due to a wall they each draw on to communicate. The final drawing on the wall is a heart and the situation in the drawing comes true at the end of the video when the boy saves the girl from the pouring rain by providing an umbrella as a taxi appears.
Location - the video starts with each in their bedroom and then we follow them to work on the subway, at work, on their lunch break in the same location where Powter is seen playing the piano.
In the subway where both characters sit and wait for the train a poster behind them says smile, which neither of them do.
Editing - Continuous editing to give the illusion of continuous action. Split screens are used to show the comparison between the boy and girl for example in the very first shot of the video shows a split screen with them both asleep in their respective beds.
Camera - there are multiple close ups used on Powter and lip synching is clearly evident in the video to add to authenticity that it is his song and he can sing - first person mode of address. Also we see Powter playing the piano himself to show he isn't just a singer but is also a pianist. The first shot of Powter playing the piano where we see his face he has his eyes closed which creates a sense of passion he has for the song and that he is thinking about the words he is singing.
- Birds eye view shot in the bedrooms as if the audience is a fly on the ceiling.
- Panning shot from Powter's hands on the piano to his face.
- Mirror shots of the boy getting ready in the morning - exhibitionism, sense of looking
- Shot of boy at the window then camera pivots down to see the girl walking after the boy has looked down.
- Shots between calendar and a water dispenser to show the 3 days and how the level decreases
- Shot of the boy then zooms in on the girl in the opposite office block to show that he is thinking about her.
Relationship between visuals and lyrics -
- "you go for a ride" - on the subway
- "they laugh at what you say" - workers laugh just before this line
- "you had a bad day" - both the boy and girl are being moaned at by their bosses
Monday 19 November 2007
Chris - Video Analysis 1 - Mark Ronson
Mark Ronson - Stop Me
http://www.youtube.com/watch?v=S4kBr5WWiBM
- Narrative based as it shows the day one man has after he finds a special pair of shoes which seem to have power of the person wearing them. The artist doesn't appear in the video showing there is no sign of using the star image to sell the song to the public.
- Location is initially a grimy docks area with the character eating in a cafe in almost a hut. For the second half the location is London as we see the man walking throught the streets without controlling where he walks as the shoes are controlling his movements.
- A yellow wash is used for the first half of the video
- Panning shot used to start the video
- Enigma code is created at the start when the man runs past the cafe and throws the shoes down to leave him barefoot. Also when the shoes turn themselves back upright the audience questions how the shoes have done this.
- Shoes become an animal almost in the way the man takes them home and puts them in a cage. Also a shot is used in which the man puts his finger in the cage and it jumps forward and he takes back his hand. They aren't simply a pair of shoes as they have power and the special effects make them seem to have emotion. Also when he initially picks up the shoes he applies a lot of force so we think they will suddenly jump out which he controls with the tight grip of them under his coat.
- In the scene where he stops outside a shoe shop it seems as if the shoes are having a conversation with the pair in the shop window as they are moving about and the man is being forced to jump.
Relationship between lyrics and visuals -
- "get out my life why dont you" the visuals show this is what the man wants ie for the shoes to leave him shown by his facial expression of desperation
- "you keep me hanging on" the audience see the man literally hanging on to a railing, lamppost and chains by the river.
Thursday 15 November 2007
Group Roles
Editor - Olly
Camerman - Chris
Storyboard - Manny
Location Reccie - all
Producer - Manny
Audience Research - Olly and Chris
Camerman - Chris
Storyboard - Manny
Location Reccie - all
Producer - Manny
Audience Research - Olly and Chris
Friday 9 November 2007
first post
How do audiences consume music channels?
Music channels can be consumed on one of two levels: focused or ambient. Focused viewing is largely attributed to recent videos, favourite artists or to see a specific programme. The audience will pay a large amount of attention to the screen during focused viewing. Ambient viewing takes place when music is on in the background and will be non-stop music. This allows the audience to concentrate on other activities but have music videos playing at the same time.
Why are they commercially viable with such small audience shares?
Music channels are commercially viable as they can attract viewers at any time during the day as they provide a constant supply of music videos with no difference between what is shown at 4am to 4pm. This is completely different to a channel such as BBC which will have high audience figures at around 9pm but very low in the early hours of the morning. Young people spend more time watching music TV than any other channel genre so products for this age demographic will want their adverts to appear on these channels. Emap Advertising pitched an idea to Creative to allow them to advertise their product on 13 music channels and to appeal to the audience promotions and prizes were available to win. A viewer switching between channels would repeatedly encounter the Zen micro activity on the next channel. Each prize was specific to each channel and therefore different tastes in music.
Music channels can be consumed on one of two levels: focused or ambient. Focused viewing is largely attributed to recent videos, favourite artists or to see a specific programme. The audience will pay a large amount of attention to the screen during focused viewing. Ambient viewing takes place when music is on in the background and will be non-stop music. This allows the audience to concentrate on other activities but have music videos playing at the same time.
Why are they commercially viable with such small audience shares?
Music channels are commercially viable as they can attract viewers at any time during the day as they provide a constant supply of music videos with no difference between what is shown at 4am to 4pm. This is completely different to a channel such as BBC which will have high audience figures at around 9pm but very low in the early hours of the morning. Young people spend more time watching music TV than any other channel genre so products for this age demographic will want their adverts to appear on these channels. Emap Advertising pitched an idea to Creative to allow them to advertise their product on 13 music channels and to appeal to the audience promotions and prizes were available to win. A viewer switching between channels would repeatedly encounter the Zen micro activity on the next channel. Each prize was specific to each channel and therefore different tastes in music.
first post
How do audiences consume music channels?
Music channels can be consumed on one of two levels: focused or ambient. Focused viewing is largely attributed to recent videos, favourite artists or to see a specific programme. The audience will pay a large amount of attention to the screen during focused viewing. Ambient viewing takes place when music is on in the background and will be non-stop music. This allows the audience to concentrate on other activities but have music videos playing at the same time.
Why are they commercially viable with such small audience shares?
Music channels are commercially viable as they can attract viewers at any time during the day as they provide a constant supply of music videos with no difference between what is shown at 4am to 4pm. This is completely different to a channel such as BBC which will have high audience figures at around 9pm but very low in the early hours of the morning. Young people spend more time watching music TV than any other channel genre so products for this age demographic will want their adverts to appear on these channels. Emap Advertising pitched an idea to Creative to allow them to advertise their product on 13 music channels and to appeal to the audience promotions and prizes were available to win. A viewer switching between channels would repeatedly encounter the Zen micro activity on the next channel. Each prize was specific to each channel and therefore different tastes in music.
Music channels can be consumed on one of two levels: focused or ambient. Focused viewing is largely attributed to recent videos, favourite artists or to see a specific programme. The audience will pay a large amount of attention to the screen during focused viewing. Ambient viewing takes place when music is on in the background and will be non-stop music. This allows the audience to concentrate on other activities but have music videos playing at the same time.
Why are they commercially viable with such small audience shares?
Music channels are commercially viable as they can attract viewers at any time during the day as they provide a constant supply of music videos with no difference between what is shown at 4am to 4pm. This is completely different to a channel such as BBC which will have high audience figures at around 9pm but very low in the early hours of the morning. Young people spend more time watching music TV than any other channel genre so products for this age demographic will want their adverts to appear on these channels. Emap Advertising pitched an idea to Creative to allow them to advertise their product on 13 music channels and to appeal to the audience promotions and prizes were available to win. A viewer switching between channels would repeatedly encounter the Zen micro activity on the next channel. Each prize was specific to each channel and therefore different tastes in music.
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