Marketing Strategy Research

Which institutions are behind the band/artist and in what way is this relevant?

The record label that are behind Florence and the machine is Island Universal Records which sign many other upcoming artist or bands, mainly from MySpace. They have recently signed a few Indie and Alternative genre artists. This is a good deal for Florence and the Machine as it means that the record label is familiar with her style of music and can support and promote her appropriately and relevantly.

What functions does the website serve for the band/artist?

The website creates awareness for the artist and her music, it also promotes and advertises the release of new albums. It allows fans to keep up with the artist through Facebook, MySpace and other social networking sites. The website also helps create an image for Florence and the Machine. The website also has an online store where merchandise can be sold.

Describe the band/artists brand identity and explain how the website is used to construct this?

The brand identity of Florence and the Machine is portrayed through the website by various aspects of the website. Such as the artistic and abstract pictures on the top left-hand corner of each page. And the picture of lungs that is actually a menu. The vintage style background is used to also show her as creative and open-minded.

Who is the target audience for the band/artist and how do you know?

The target audience for Florence and the Machine seem to other artistic people. People with a creative flare such as young aspiring artists in and field of work. However the singer is a head-strong female which is more focussed towards females.

How is the website designed to appeal to the target audience?

The website is designed to attract the target audience through its visual themes and style. The vintage 'old paper' background would sets a creative mood to the website, and features such as leather lungs as a menu, images of abstract objects that relates to each page on the top-lend hand corner, and the old and vintage style photos of Florence would attract other artistic and creative people.

Identify all the different strategies used to market the artist/band on the website:

-Homepage

-Videos

-Gallery

-Merchandise

-Itunes link

-Tour dates

-Updated news

How many opportunities does the website offer the audience to into the band/artist (i.e. spend their money)?

-Itunes links to all songs and albums

-Pre-ordering albums

-New singles

-Shop to sell merchandise

Influences- camera work

http://www.youtube.com/watch?v=T9yGcKlYAiw&ob=av3e

The camera used in this music video is set so that the viewers do not see the music video as anything ordinary or what they have seen before. They are trying to make the video seem unusual and unpredictable. The camera shoots different part of peoples bodies and the footage is edited overlapped. The editing of the video is not to try and fool the audience they are purely just trying to make the video interesting and fun to watch.

The camera needs to get the composition the same in every shot so that when editing if not exact, everything will match, this means all the 'actors' will need to be in the same place. This is the most important thing in the video as this is the main part during the music video and the most eye catching.

Here there are 3 sections of footage within one frame 

even though this is not a human body the parts are 

meant to represent a humans body.

In this shot as on of the feet are tapping its moving the slide 

underneath it down, to change slides.

Here we see to sections of footage in one shot the girls

mouth is lip syncing, however you can see the mans top 

half of his head.   

How the camera is used to enhance an idea

How the camera is used to enhance an idea

The idea behind the music video is that the singer who is lip-syncing, is trying to emphasize his contrast to his surroundings in Mexico AND his not fitting into Heaven. For instance, he's living in Mexico ... he's friends with Miguel, they're smoking Mexican brick weed and he's building this "reputation" of being this cool guy from the states even though his appearance (pale skinny guy long hair etc) is so much different from theirs and would normally keep him apart. 

The camera tries to show the concept by filming at a medium range and only focused on the top half of his body. Also for the majority of the cuts the camera is kept still and directly in front of the singer which is slightly bland but the technique of using very accurate composition to make the character in-sync with the backdrop makes the video interesting. We know that it is a projection because we can see the difference in clarity and maybe shows us it happened in the past as the introduction of the video is in the style of an old film. However the trick they were trying to show was revealed at the end. The camera towards the end starts to do more and starts to zoom in and out and show the entire set not just a medium close-up shot.

Music Video Analysis

Music Video Shot Analysis

Shot Analysis:

- The first shot introduces the topic of the song and sets the theme for the rest of the clip and also gives us an insight of what the song could be about.

- The head-on shot with the members walking towards the camera creates a link with well known shows like Star-trek, Stargate, Men in Black demonstrating intertextuality.

- The band is also often shot from a distance giving the viewer a sense of a grand space.

- The shot of the earth with a bright light behind keeps in time with the music and fades to white at the point of climax.

- The singer is in frnt of a bright light to create a silhouette which makes him look almost angelic. 

- A clip of the universe is regularly shown to give perspective and shows the band small compared to a vast space.

- Shots of the singer walking through large and bright landscapes allows the audience to make connection with space and earth.

- As the music slows down and the reverb of the song increases the band also start to move slowly as if floating in space.

- When the singer says 'life's waiting to begin' a pan shot of him in a bright and sunny location is related directly to the lyrics in a conceptual way as the a bright and vast landscape could symbolize life or hope.

- At 3:50 a clip of the universe zooming in could show a change of in the time-line and then that is backed up by the following clips of old wars that bring feelings of violence, despair, and pain.

- As the song starts to end the landscape he is standing in is starting to show the sun starting to set.

- The beginning of the music video shows the singer walking towards us but as the sun starts to set he is now walking away.

- The music video has a linear narrative. The final scene shows an abstract and hyper-real setting different plants in the background.

Group meeting 8/10/11

To make our final idea more exciting and enjoyable to watch we are altering some of the storyline. We are keeping the theme however adding some ideas from initial idea 1 and 3. we like the idea of and argument and walking in to a smashed house as it adds drama and suspicion.. also we are thinking of projecting the band planning in there initial location however being projected onto the walls of the flat.

Initial Idea- 3

From listening to sail away, we gathered and thought that it was about a girl leaving her partner.

We thought of it starting entering the house after a big argument and everything is smashed and the house is a complete mess. The audience begins to realise whats happened as we project the fight onto the walls so that it tells the story as shes walking through the house. Towards the end of the video she packs her bags leaves and 'sails away'.

Main location is the house and the whole film would be narrative.

Initial Idea- 2

We both really do like this song as we feel that our first ideas towards the song have got a better concept that we have thought of from the beginning, and we feel as if we can work on our ideas and make the music video to this the best taking ideas from our other initial ideas and adding them all  together to show a more watchable and enjoyable video.

From the lyrics we can see that the person whom she is referring to has done something wrong and she's tried to make them see however they do not except what they have done... so she leaves them, towards the end of the song it the decision of wether to take them back or not...

We have took this concept into our thoughts and have created an image of a man cheating on a woman  and he's so guilty that he ends up telling her... she then kicks him out her final decision is to leave him for good. You see her life fall to pieces and the man has gone back to the mistress.

Siren have already made a video to this track however we will not use this... the band will be playing in the location they have already used. we will have the other main location within the flat where the couple live. We will start with a sunrise and sun set to keep a theme and to show it all happened within one day.

Locations...

We are going to keep this location as we like the way it is over looking london.. we will see the sun rise here and set. we like the band playing here as it is unique to      somewhere like a normal studio.

The other main part of the video where you will see the characters will be in a flat, where they have both lived there lives together and full of memories.

Initial Ideas- 1

From first listening to acquaintance myself and Obed's first initial thoughts were keeping the lead singer in focus and having the whole band playing on stage in a pub, we have interpreted the song to mean that the girl (our lead singer) has broken up with a boy not so long ago and as she is forgetting him and saying her 'farewells' she sees him with another girl..


We have decided if we were to make this our final idea we would, take the boy and the girl he is currently dating and get them first to meet, there plans are to go to a pub and have a drink, however they go into the pub, where he's ex girlfriend (lead singer is playing on stage) is currently watching over him directing all the lyrics towards her ex. We would make the audience realise that the lead singer and the boy have just broke up as at the beginning as he is waiting to meet the girl hes looking at a photo of himself and he's ex and rips the photo as the girl knocks the door, also the audience would know as we would show flashbacks, of the boy thinking about hes past and that it seems nothing compared to the date he is currently on. We then would show the boy has still not moved on because as he walks he's 'date' home she goes to kiss him but he just gives her a hug and walks off. the end image could be looking back at the photo in his house and piecing back the ripped photo.


However we would keep the lead singer to not know that he's not over her and maybe her end showing on the video would be after the song upset in the pub toilets and breaking down, and we could put and effect on the place that she is in to seem as if hr life's fading away, as she is so heart broken.


Locations...


Although this would not be the exact location we would like to find a location similar to this with the band in focus spot light on the singer, and tables, chairs and a bar to film the concept behind the video.

We would like a bedroom similar to this, where its not to over the top just a standard plain bedroom, with a bed, bed side table, window, lights, but not anything fancy.

Lyrics to sunrise

Inspiration- the bands image

Target Audience

Our main target will be the heat broken girls as the song relates to them the most. Also the ages group will be 16- 21 as in these years you find yourself moving from a childish relationship and growing into more serious and meaning fall relationship with stronger feelings. The type of groups listening to The Siren's are indie/ rock groups of people, that reflect the bands image of a rebel, and non caring band.

Inspiration- other media inputs

These different media inputs all relate in a way to the concept of our final music video, and have all helped in one way or another to develop our final idea/concept. The clip and images all show how different directors use different methods to get across the message of relationships gone wrong. Its shows us how people act and what camera techniques are used to get the most dramatic effect.

Brainstorms

Final Idea

From our initial ideas, we both thought that Sunrise by Siren, was the best song choice to choose. This was because as we looked into our initial ideas in closer detail, i.e song lyrics and meaning, from this we both brain-stormed allot more ideas, and overall the concept to the video was allot fuller, than some of our other thoughts.