JB - Institutional Context

What is the procedure for making a music video?

There is sometimes a variation what happens during a music video, it is very much dependable on the genre, artist, budget or director. Firstly the label, artist and management will decide what will be released as the single. The video commissioner then makes a shortlist of possible directors which could be used, the commissioner then sends the track with a summary of ideas of the project to them. When the potential directors receive the commissioners ideas they immediately outline a treatment for him, which then the commissioner will decide what director to use. The director chosen then will develop a story board with ideas of possible locations. As well as the director there will be an art director enlisted as well as wardrobe people and a director of photography, there sets have now been designed. The sets are then built and then the shooting commences, which normally progresses for two days which is then transferred to tape. The editor then produces a rough cut for the video which takes roughly three days. The label, artist and manager evaluate the rough copy and changes are made when necessary before visual effects are added. Then the online finished video is passed to the label for release to TV stations and played before the single is released.

What Role does the digipak play in constructing band/promoting artist?

A digipak plays an important role in promoting an artist, the era we now live in is dominated by technology, especially in music, MP3 downloads artists have become a cheap and easy way in obtaining the music fans want. However the digipack has played an important role in promoting the artists, it is something the fan can physically get hold of and be used as a collectible or memorabilia. It also comes with a booklet with lyrics and acknowledgements in, so fans of the music can sing along to it so the consumer can be focused, instead of being more ambient and nonchalantly switching through songs in a music library such as Itunes.

What is the role in We media?

We media literally means that anyone can now contribute to media in their own way, the best way this is occurring is through the Internet, a new phrase of Web2.0 is becoming more occurring in the media industry. For example, forums are a place where people can congregate and can write there views online and have discussions with other people. They can have communal discussions or private sites, places such a Facebook and Myspace let you have your own personal space where you can tell people online about your interest and small information about yourself. Myspace has been an important role in the music industry, anyone from signed artists to amateurs performing as a hobby can contribute to the music side of myspace and some artists have been signed from myspace, such as lily Allen. Youtube is a very interactive site where you can both view publicly videos which other people have uploaded, this can also be greatly useful for artists to promote there music as they can set up there own channel and upload there music videos and let other youtube user subscribe to there channel.