Major and Independant Record Labels

SONY MUSIC ENTERTAINMENT (Sony ME)

Currently one of the second biggest global record label companys. Sony ME parent company is Sony Corporation of America. Sony Music Entertainment is not only responsible of running the vast majority of the music industry but it also the film, technical and gadgets business.

Some artists manged by Sony ME:

- Micheal Jackson
- Beyonce
- Kelly Clarkson
- One Direction
- The Wanted
- Katy Perry
- Rita Ora
- Jay-Z
- Kanye West
- Birdie
- Little Mix
- Girls Aloud
- Dizzee Rascal
- Flo Rida
Sony ME not only works closely with the music side of its company but also focuses on franchising its other popular label which often links alongside the musical label, which would be sony ME filming industry, which has released such films as ie. Ghostbusters, Spider-man and Men in Black.

Subsidiary labels include:

Columbia records- The hoosiers, Bob Dylan, Chipmunk
Roc Nation- Rita Ora,Rihanna,Kayne West
EPIC records- Olly Murs, Cher Lloyd, One direction
Fueled By Ramen- Gym Class Heroes, Paramore, A rocket to the moon
Warner Music Group- Oasis, T.I. Lupe Fiasco
Elektra Records- Ed Sheeran, Marina and the Diamonds, Cee lo Green
Atlantic Records- Wiz Khalifa, Cody Simpson, Kid Rock

The Parent company of Warners brothers, is infact Time warner; not only manages the record company but the business also branches in the televison industry with a company called CBS coporation; along side CBS is the hugely popular Boomerang,Cartoon Network and Time Warner which aims for two very different demographics, so gains a variety of interest from audiences.Warner bros  is mainly responsible for Time Warners success as it is one of its highest produced subsidary labels in the filming industry and has produced such as Harry Potter, Nightmare on Elm Street and many Disney productions to name a few.

Independant labels:
A much more riskier option, which usually results in a rather small fan base and following compared to subsidary labels as independant labels relie on purely on one or a few labels which usually means fewer artists.
Jeepster records-Specialises in alternative bands and indie artists/bands. One of its most successful acts are Snow Patrol and have been really lucky with their success from them as they have done really well in the industry and have moved into more mainstream, commerical careers.
V Records- One of the longest running labels starting back in 1993; V records specialises in finding current and upcoming acts that pruduce with drum and bass including such artists as DJ rush and Optical.

Other examples of artists on an independant label include:

- JME the CEO and one of the artists of BBK (Boy Better Know)
- Skepta from BBK (Boy Better Know)
-  John Conlee from 16th Avenue Records
- DeDe Higgins from 16th Avenue Records
Is it right in your point of view as well an industry point of view that 4 companies dominate the music industry?
In my own opinion I feel that is is fair that 4 companies dominate the music industry as the companies that are at the top of the industry have clearly worked really hard to work their companies to the top and also not all of the companies have the same demographics, which means that they specialise in not just one specific genre when being aired on the radio. This can be taken into account when looking at a world wide brand that is Sony ME which manage the likes of Katy Perry but also manage someone like Johnny Cash who is the complete opposite genre wise then Perry.

The same can be shown for Warner Music who have artists from Oasis to T.I. who couldnt be any more different with their music. But I can see why people would disagree with the 4 companies being dominant, and this is because the independant labels find it much harder getting their artists aired or showed on television and this is because most mainstream artists are being branded in more then just radio and are genuinly more commecial then independant labels.

Especially when money is involved because companys like Sony ME will be clear about their artists making money for their company and be prepared to range to a larger demographic. Whereas an independant company like V-records would put their name on the line to focus on only a few of their artists and appeal to their very niche audience which is a disadvantage for them.

What effect do you think this has on the industry?
I think that it makes it harder for audiences to listen to independant labels as they are rarely ever on radio stations, whereas companies like Sony ME are in full control of the charts which makes it hard for independant labels to get reconition. Shows like The Xfactor are a perfect example of how Sony ME will market their audiences and also mainly try to commecialise their artists by putting them on as the special acts on the show as they know Xfactor has a huge demographic.
 However their will always be artists who have an appeal to audience eg. One Direction who have very big control over the charts so Sony ME will use them on commecials to encourage sales. This has a huge impact on the industry as it sets a big divide which puts the labels who and who dont get money for the labels. This can be proven as a subsidary label can earn millions compared to an independant label who would be lucky to earn not even a quarter of that as their music has not been distributed in the charts as successfully as a subsidary label would have.
Are independant labels as sucessful as major labels, how do you judge this?
No, this can be purely proven by the artist in general and their fanbase that is keeping them on top of the charts, which is very unlikely to happen to independent labels as they do not advertise as successfully as well as a major label would promote their star. But if we were going to look at what independent labels aims are, then they would be successful as they have set out and achieved to target their niche audiences and apply to their specific genre even though compared to a major label whose artist will be much more well known then a independant artist.
Is there anything that independant labels offer the industry that major labels do not?
In my personal opinion I feel that Major labels are more involved with the money and the income of the star in sales and will do anything to make their artists 'perfect' at the time,for the music industry. Whereas independant labels focus purely on their artists talent and cater to their niche audiences and are not money driven which really connects distributors and consumers together. So presumely independant labels are purely music based and not for the publicity side of the media.

Music video analysis - Justin Bieber

The first shot we see of the music video is of a middle aged man which is shown through a midshot of his face, which cuts back and forth between him and the artist Justin Bieber with his new rough bad boy image, the fast cuts get more impact until the both of them are face to face with one another. The fast editing continues throughout the music video. As the introduction begins we begin to ackowledge the middle aged man is infact Biebers love interests dad, which sets the scene off perfectly as the dad demands Bieber to stay away from his daughter. In the fast cuts we are shown a flashforward of a later scene which creates the sense of foreboding for the viewer as it shows a brutal fight between Bieber and the girls father which shows the music video to be narrative based.

Justin Bieber links to Goodwins theory by relating the visuals with lyrics. He shows this through stopping at nothing to make the girl be in love with him which can intwine with his title 'as long as you love me' and also when he sings 'just take my hand' he directly holds his hand out to the demographic which in Biebers case would be his adoring teenage fans, which is his way of relating to the viewer and making the audience feel like he is talking to them which is proven with his use of close ups throughout to see the artists face which relates back to a stereotypical pop video.

The low shot of the man graphically beating up Justin and makes Justin look inferior as he looks fragile and weak compared to the man. As the music builds up; the action slows down and then rapidly creates climax for the viewer which is ongoing suspense for what Justin has got himself into. As the blood starts to run from his face, the audience feels sympathetic towards the artist but feels helpless which helps with building Biebers fan base of young endearing fans who don't want their idol hurt.

Even though the girl has a very small speaking part, we feel her hurt as she is torn between her dad and Justin which is clearly shown through her use of facial expressions and pure confussion to what to do and whether to go with her head or her heart, which audiences can relate to so makes the video sympathetic for the two lovers.

The scene builds in impact when the dad finds writing on the girls arm as he discovers that Justin is still in fact seeing his daughter after him telling justin not to see her, which is intense for the viewer as we know what is to come because of the flash forward in the beginning and also being warned previously to stay away.

The cinematic look has been added to create more of a film then a music video, which evidently works to the best of its advantage as their is not just singing in the video like usual music videos but it also shows speaking which I think adds to the impact of the video on the demographic as we know the clear outline of the storyline.

'As long as you love me' seems to show a modern twist on 'Romeo and Juliet' as Bieber and his love interest are to appeal to the idea of 'forbidden love' and stopping at nothing to be with the one you love at whatever the cost. This is shown through a montage and throughout we see the couple embracing and kissing and genuinely being in love with one another, which is adding to the intensity of the video and some audiences can relate.

The narrative ends with short cuts which lead into a montage of the brutal fight between Justin and the dad and also Justin and his love interest having fun before everything begins to kick off. This brings mixed emotions to the demographic and the video is clearly one sided and wants the viewer to support the couple, which relates to Biebers reality as he is dating superstar Selena Gomez which has been widely publicized which some of his keen 'Beliebers' object to. This could be showing Justins real life hurt and trying to get his emotions across to the fans to support him through his choice and relationship, which I feel makes the video stronger as it appears closer to home and more intimate.

Analysis of Genres (Dance, Rap, Pop)

Club Can't Handle Me - FloRida (Dance) 

At the start of the video, we are introduced to Flo-rida and he uses cinematography by using money as a prop which he throws into the air; this shows how he is promoting the materialistic lifestyle which fits to the conventional dance video as it is making clubbing look glamourous and that is the demographic that they trying to attract. The whole idea of the video is to attract and appeal to its audience of young people who are likely to go clubbing and this technique is relivant because it lives up to its expectections of a more exclusive club.

Throughout the video their is a high usage of strobe lights, especially in the scenes which are set in the club. The lights connote the wild and lively lifestyle which flo rida is encouraging to his fans of his music. Because his fans idolise him, they want to live like him and do what he loves which promotes the use of the extreme partying lifestyle.

Their is a high angle shot that is featured when flor-rida is partying which is to cause impact for the viewer, and make the audience feel as though their looking down onto the scene. Since the shot is quite wide it helps the audience to witness more of the scene and feel as though they could be a part of what's going on in the video. Throughout the video their are various close ups of flo-rida's face which helps to connects the viewer with him and helps to interact with the audience which is crucual when appealing to fans. He uses to the best of his advantage as he points at the camera which would appeal to his female fans as they will feel as though he is aiming the song directly to them.

A split screen is used to represent and show the audience how the life in the club is radiating everywhere, and makes the audience feel involved with the artists party and also it shows how outside is lifeless whereas the party inside has everyone involved and having the time of their lives.

Green screen is used to show Flo-rida above the crowd and infront of a big city, this could be used to show his power and authority over the crowd which could also lead to suggest that he is the reason that the crowd are looking up to and adoring his esteem like he is an iconic figure for his fans.

Throughout the video he keeps to his targeted theme of music; throughout he shows people having a good time through dancing, drinking ext. and the wild party lifestyle which shows the character that Flo-rida will like to show his demographic and that is that he is a vibrant and likes to ooze this wild and adventurous which is very clear in the video and he is the perfect example of how to make a conventional dance video.

At the end of the video the video fades of people dancing and having fun in the club, which makes it clear to the viewer that the party is carrying on even though the music has finished. Which adds to Flo-rida's party/wild persona which his fans appreciate and he has lived up to the expectations of a conventional dance video.

Over - Drake (Rap)
We are introduced to Drakes 'over' music video with a low angled shot of the artist sitting on a bed; the low angle shot suggests that the audience is looking up to Drake and are less inferior then him as we are lower then him as if he is in control. The camera shot is shown to be a long shot, which really does help to some up Drakes image as we know what the up coming artist will be showing in his future videos.

An extreme close up into Drake's face follows this, which helps to interact and help his fans get familar with the star and can then know and engage with the rapper, which is key for up and coming artists to reach out for fans. Rappers especially wish to involve close ups in their videos as showing emotion is critical to get the audience to really believe and connect with the lyrics.

Some of lyrics in the song appear over the video which I feel really shows Drakes need for us to have a deeper understanding into what he is going through and some what emphasise with his hurt over a girl. The font and speed of the writing really grabs the viewers attention and causes impact to drakes emotions as they are as hard hitting to what he is feeling and he wants us to experience this heart ache with him, which is easy for most of us to relate to.

Following the idea of Goodwins theory, Drake shows some stereotypical footage which would be expected in a R&B/rap music video. One of which would be of a very provocative woman who is seen to be suggestively rubbing herself up against the wall in very little clothing, and also a 2nd woman who seems a lot more demure in her choice of clothing is seen flirting and making eyes with the camera which could be seen as flashbacks of his memories. This could connotate Drakes outlook of the woman who broke his heart and is trying to put the viewer in a similar situation to what she did to him.

Also by showing two different types of women, he is really targeting both female and male fans as men would generally be more enticed to the provocatively dressed lady, whereas women would prefer to look up to the more demure lady.

Only two different scenes seem to be seen in the video, one of which is in his bedroom and the other is on what it seems as a green screen to show Drake and his love interest. Even though the video has a very basic and natural vibe to it, it still feels effective and overall gets across what Drake had set out to do and that was to get the viewer engaged with his lyrics not the image.

The video is shown to be low budget and basic but I feel as though Drake has done this on purpose to show that he doesnt want the materialistic side of R&B like showing flashy cars and an expensive lifestyle to not be the main focus of the video. Instead really wants his viewers/fans to listen to his music and not get caught up in busy storylines and just feel his brutal words.

What Makes You Beautiful - One Direction (Pop)

Questionaire

Questionnaire 

We decided to find out more about our audience and thought it would be best to make a questionnaire so we could narrow down what our audiences enjoy and have a deeper understanding of what our audiences tastes are and acquire to everyones tastes who are watching our video. Our artist Rita Ora is suggested by some as a mainstream artist and is aired on mainstream channels like MTV and Viva but because there are a lot of sub-cultures in mainstream channels which makes it hard to break down what our audience individual tastes as their channels are aimed for wider audiences. 

Rita Ora's music is a commercial star but mainly aims at a R&B/Pop demographic which means she aims for a specific audience which may not be to something that everybody wants to listen to but for Rita has been a lucky gamble as she still has a large following. It's crucial to keep in mind the sub-cultures when watching an artists video or listening to their music because it makes it easier to apply certain conventions to our video and apply ideas of other R&B/pop videos into ours. Rita Ora's R.I.P and Hot Right Now videos are not purely based on being R&B or entirely pop based and this is because there are a lot of characteristics that are connected to the convention. Compared to a different artist like Eminem who represents perfectly that he only has one convention and doesn't try and make his music mainstream but sticks to being aimed to the rap/R&B genre, while he is suggested to be 'mainstream' he is the opposite to Rita Ora as he knows directly who his audience is, whereas Rita Ora tries to appeal to most genres as her music is varied. 

Our questionnaire was split it into different parts which included general questions which divided up our audiences and help our knowledge and get a broader idea into our demographic (Age,genre,musical interests) we also asked music video questions which related to what type of genres the people taking the questionnaire enjoyed (Pop, R&B, Country,Rock) Lastly we asked questions of our chosen artist Rita Ora which really helped on advice of how to construct our video and what dynamics our audience would like to see, which really helped us with what to expect of her videos and that by making our video conventional and sticking to the theme of Pop and R&B with the conventions of our music video.

1.    Are you male or female?

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2.    How old are you?

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3.    What music channels do you watch?

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4.    What do you look for in a music video and which is your favourite?

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5.    What is your favourite genre of music?

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6.    Who’s your favourite artist from the Pop genre?

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7.    What do you think of the artist Rita Ora and her music?

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8.    Circle your favourite track from Rita Ora’s ‘ORA’ album

Hot Right Now

R.I.P

Roc The Life

Shine Ya Light

Radioactive

9.    Would you say that the majority of Rita’s music videos are narrative, performance or concept based?
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10.  Would you agree that Rita Ora’s music is a fusion of R&B, Pop and Dance?

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11.  What sort of features would you expect to see in a typical Rita Ora music video?

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 12. What do you think of the Dance, R&B and Pop genres?

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Pie chart for music video

We decided to create bar charts to get a rough idea of what our targeted audience will enjoy and help us to get a clearer understanding of what will make our music video successful. It is crucial that we ask our  targeted audience what they like and dislike because if we were to release our video they will be the demographic and we want to appeal to them. I really think from doing our questionnaire and putting it into bar graphs we have discovered what and what not to do in reference to our video and keep the video in relation to the genre and style of the music. 

From the research we have acknowledged the fact that our audience will be eager to see narrative in our performance and will like to indulge into a pop genre of music; due to our research pop was nearly half the most popular genre of music. So we have taken that into account and will follow closely to the pop genre to gain a larger audience whereas targeting a country music demographic will be extremely risky as country was one of the least popular genres of music and therefore will result in our demographic being only for a vast few.

Wide Awake analysis

I thought that Katy Perry’s wide awake music video was ideal as it contains bright colours and a strong narrative that appeals to young girls and keeps them interested but also she attracts male attention as the clothing that is featured in her videos are very suggestive.

There is a strong relationship between the visuals and the lyrics as the visuals shows Katy Perry throughout her life and during this she is trying to direct herself of what to expect in the future, In the first scene we see her taking off her wig which could connotes the fact that the wig helps Katy put on a stage persona and engages the audience into the real her and her world. Also she appears on the camera to have the edited clouds and sky but in reality she on green screen which shows a hidden a realistic world of the media and the edited video shows her concealed life that she lives.

Before the music begins, Katy is talking to a member of her crew before shutting the door which could suggest that she is shutting out the fame and wants to break away from the limelight, We then follow Katy into a mysterious place, which feels a lot like Alice in wonderlandwhere Katy shows several different places that represent various moments of her life which for fans gives a deeper insight into her life and can relate to her.

A high angle shot of Katy shows Katys dark side and makes her appear more inferior to the audience and also shows that even though she has had a lot of ups and downs it shows that she still rises above it to the top. As Katy enters the maze we become more involved with the lyrics as she is showing her life as a journey and in the end there is only one way out which concludes to symbolism of the maze.

In the press we know of Perrys personal life and her very public divorce which she shows through her use of the colour black which appeals with the idea of Katy going through a dark phase in her life and we can really connect with her and feel involved in the story she perceives as she blames fame for the whole reason the two split and couldn’t make things work, which really unsettles her.

In the end we see her escape from the maze, we could be seen as her escaping from the world of even going back to reality after such a difficult discovery of her life.Throughout the video Katy is guiding a little girl who seems to be watching her throughout. We only realise at the end of the video, that the young girl is infact Katy when she was younger and katy wishes that if she “only knew then what I know now” then she would make a lot of changes and tries to some what warn herself of the troubles ahead.

The little girl (Katy) gives older (Katy) a gift, which she tightly conceals into her hand. In a later scene we see Katy open her hand to find out that the gift was infact a butterfly, we suggest that Katy is butterfly and wants to be free and spread her wings in the world.

The final scene we see Katherine go back on stage as her stage personal Katy Perry and perform one of her previous songs and show Katy go back into her reality which is being a star and brush aside the lows of her life.

Things to do

ONE OF YOUR OWN (POP/HIP HOP/ROCK) 

ANALYSIS OF STAR - LADY GAGA: APPLY RICHARD DYER'S STAR THEORY 



GOODWINS THEORY ANALYSIS - DONE
Drake-done
MUSIC CHANNELS-DONE
club cant handle me-done