Convergence and the Music Industry

Today, I'm going to be looking at the dubstep song, Bonfire - by Knife Party. Knife Party is an Australian electronic music duo made up of Rob Swire and Gareth McGrillen - who were both a part of pendulum. Bonfire doesn't have an official music video, however the audio was released on YouTube by knifepartyinc, the official channel for Knife Party.

Rob Swire and Gareth McGrillen

George De Freitas

Two years ago, a kid from our school (George De Freitas) made a music video for Bonfire for his A2 media coursework. It was uploaded onto an art promotion YouTube channel (officalsinsico) afterwards and it currently has 1.7 million views.

 This is an example of a grassroots activity - an unofficial activity created by fans and not by the producers themselves. These include fan videos, lyric videos and covers. Big Beat, the label who own the copyright to Knife Party could easily have the video taken down, because of copyright laws. However, they keep because, not only does it help promote the song, taking it down would be like slapping their hardcore fans across the face.

The description of the video contains links to Knife Party's website, Facebook page, Twitter account and Soundcloud as well as links to purchase the song on Google Play or iTunes.

The song was also featured in an episode of Breaking Bad - the hugely popular (and really, really good) AMC television series. Here, Sony and Warner Music achieve synergy by working together as the two products cross promote each other. This is another example of convergence in the online age, where institutions are targeting audiences across multiple platforms.

Launching a New Artist: The campaign

We looked at the way that companies use media to promote specific artists. We managed to condense all the factors into three key categories - Goals, KPIS and Activities.

We looked at two specific artists, who strongly contrast with each other: Coldplay - the huge, international alt-rock/Britpop band, who recently released their critically acclaimed album, Ghost Stories; and niche gangster rapper, Machine Gun Kelly.

Machine Gun Kelly

Richard Colson Baker (AKA - Machine Gun Kelly)

Machine Gun Kelly is signed by Bad Boy and Interscope Records. When looking at his website (pictured below) has a distinct theme. It employs red, black and white and thick, bold and punchy fonts. This is in keeping with the aggressive, masculine format of gangster rap. Machine Gun Kelly is clearly marketed towards teenage males who identify as part of rap-culture - a niche, but reliable market. This is an example of the genre of an artist affecting the style of the products associated with it. You would likely find similarities between this website and other Rapper's websites.

MGK's website - red and black theme. large, bold, sans serif fonts. Twitter feed and advertising.

Coldplay

Coldplay - Look how moody they are. 

Coldplay are associated with several record labels, most notably EMI - a huge music company who sign several successful, mainstream artists.

Machine Gun Kelly had a theme created for his website, which conforms to his genre. Coldplay go one step further, having their website (pictured below) themed off of their recent album.

Coldplay's website - blue, astrological theme. News, YouTube videos (songs)



Ghost Stories album cover - shares a lot of imagery with the website.

Social networking is also used in both websites. This makes sense, since social media is a huge factor in the spreading of awareness of products. Machine Gun Kelly has his Twitter feed on his homepage, and uses it to communicate to his fans. He also has a lot of buttons which link to social media websites, as do Coldplay.

Anna - Our Thriller

Evaluation Task 7 - Looking back at your preliminary task, what do you feel you have learnt in the progression from it to the full product?

Evaluation Task 6 - What have you learned about technologies from the process of of constructing a product

Our group added a bunch of annotations to the thriller video, talking about how we used technology. You can turn annotations off or on with the video settings but hey, you probably know that already don't you..



How did we use Technology?

• Using Final Cut Pro, we added certain noises and sounds from a selection of ambient stock sounds (birds and wind) as well as wind sound which we recorded ourselves. We took the axe noise from the first time we see the axe hit the wood and used it in the beginning shots, raising it the closer to the scene we got.

• In the shot where we see a big close-up of the log for the first time, we noticed that the camera shook briefly before the log was chopped. This was an inconvenience, as we wanted to show the log for longer before seeing hit by the axe. We took a still of the log and showed it up until the axe hits it, giving the illusion that the log was being filmed.

• Simon Hudson (as mentioned earlier) made very strange grunting noises when he cut the logs. We edited these out, thankfully, replacing them with the wind SFX.

• Our use of synchronous sound included a slow, non-diegetic drone to let the audience know that something is not quite right. It also helps increase the tension and suspense. We also raised the sound of the knife chopping the vegetables to subconsciously bring it to the audience's attention (it will play a rather important role later).

• We made adjustments to the light balance and contrast to create the warm feel of the kitchen - setting up the false sense of warmth and security. It gave the room an 'ambient' light.

• The titles and the main title were minimalistic and white in 'Trajan bold' font - a popular font among horror films.

Evaluation Task 5 - How have you addressed your target audience?

What are we trying to achieve with our thriller?



Who is our target audience?



Where was the film shot?


Who did you cast?



I apologize for my ugly mug.

Evaluation task 4 - Who would be the audience for your media product?

In order to gain a better understanding of our target audience, we interviewed several people of varying age and gender, asking them questions about thrillers.

Gender: Female
Age: 40+



Gender: Male
Age: 40+



Gender: Female
Age: + 40



Gender: Female
Age: + 40



Gender: Female
Age: 15 - 29



Gender: Female
Age: 15 - 29



Gender: Male
Age: 15 - 25



Gender: Male
Age: 21 - 39



Gender: Male
Age: 40+



Gender: Female
Age: 21 - 39



In conclusion, horror/supernatural thrillers were proven to be mostly popular among younger people (15 to 25) but also relatively popular with most audiences. This is only a small selection of interviews so therefore not necessarily a good representation of the public.

Research into a similar product

Below, I've included some statistics from IMDB (The International Movie Database) about viewing statistics for a film similar to ours (What Lies Beneath ). The film was most popular with females under the age of 18, which supports the conclusion of our interviews. This is the girly sleepover horror movie market which lots of horror films try to get into.

Evaluation Task 3 - What kind of Media Institute might Distribute your Product, and why?

Distribution Company

Sadly - despite our best efforts - the chances of our thriller being promoted by a leading distribution enterprise like Warner Bros or 20th Century Fox are quite slim. There are two main reasons for this:

a) The film takes place in England and has an English cast.

When I Google 'American horror films' a whole list of classics pops up.

However, when I Google 'British horror films' a few successful films come up. Even films written or directed by British people contain a predominantly American cast and have strong ties to American culture.

b) It's niche

If a film contains a large cast of big name actors, is already part of a film series and uses lots of expensive special effects or high visual quality (CGI, 3D, IMAX) then it is almost certain to make money and will be picked up by a distribution company regardless of quality. Our film has none of these characteristics.

Regardless of quality

From this information, it seems that we would have to resort to less expensive means of distribution.

So how would we realistically distribute our film? We would most likely resort to the internet, digital download, social networks (Facebook, Twitter) in the hopes that it becomes a viral hit. We could gain income from advertising revenue on YouTube or the film could at least get us noticed by bigger studios - it's always a good idea to get your name out there.


There is a chance that we could make some sort of deal with a small British independent company as our film is set in Britain and has a predominantly British cast. Below is a list of Distributors in the UK (taken from www.bbc.co.uk)

Artificial Eye
Specialises in high-quality world cinema and arthouse movies and rarely buys British. In the past 30 years it has released more Cannes Film Festival winners than any other UK distributor.
Titles include: Three Colours Trilogy, Hidden, Welcome To The Dollhouse
UK titles include: Orlando, Land & Freedom
www.artificial-eye.com

Buena Vista International (UK) Ltd
A subsidiary of the Disney empire, Buena Vista is best known for its mainstream fare (most notably the Disney/Pixar animations and Jerry Bruckheimer productions). However, it also releases low-budget UK movies, including Kinky Boots, I Want Candy and Hallam Foe.
Titles include: Sin City, Pirates Of The Caribbean
UK titles include: Breaking And Entering, Calendar Girls, Venus
www.thefilmfactory.co.uk

Contender Films
With its DVD arm the leading independent DVD distributor in the UK, Contender Films has also recently launched a theatrical strand. The company was also recently acquired by Entertainment One.
Titles include: The City Of Violence, Shutter
UK titles include: Daddy's Girl, A Very British Gangster
www.contendergroup.com

ContentFilm
Film and television sales company which has also recently started distributing movies within the UK.
Titles include: The Man Who Sued God; Slap Her, She's French
UK titles include: Lava, Triggermen
www.contentfilm.com

Dogwoof
A leading distributor of independent films, focusing largely on ethical and political documentaries.
Titles include: The Devil Came On Horseback, La Antena, The Nameless
UK titles include: Black Gold, The Age Of Stupid
www.dogwoof.com

Entertainment
The largest independent distributor in the UK, Entertainment has enjoyed a fruitful (and prosperous) relationship with US mini-studio New Line for many years. It also releases mainstream UK fare, both theatrically and via Entertainment-in-Video.
Titles include: Rush Hour, Brokeback Mountain, The Departed
UK titles include: Stormbreaker, St Trinian's

Eros Films
The UK's biggest distributor of Bollywood movies.
Titles include: Salaam-E-Ishq, Namastey London, Cheeni Kum
www.erosentertainment.com

Guerilla Films
A unique UK distributor which deals exclusively with British and Irish films, both theatrically and on DVD. Films released over the years include serial killer pic White Angel (1993) and romantic comedy Understanding Jane (1998).
UK titles include: Frozen, The Truth, Cheeky
www.guerilla-films.com

Icon Film Distribution UK
Part of the Icon Group - an international film production, sales, marketing and distribution company started by Mel Gibson in the 90s. Specialises in slightly off-centre indie pics.
Titles include: Apocalypto, I Heart Huckabees
UK titles include: Starter For Ten, It's A Boy/Girl Thing
www.iconmovies.co.uk

Lionsgate UK
Lionsgate is a California-based independent producer and distributor. In 2005 it acquired UK-based distributor Redbus Films, renaming the company Lionsgate UK. The company is strong on horror, documentaries and foreign language pics. The old Redbus Films also had a UK production arm, enjoying worldwide success with Bend It Like Beckham.
Titles include: Requiem For A Dream, Monster's Ball, Crash
UK titles include: The Descent, Pierrepoint
www.lionsgatefilms.co.uk

Metrodome Group
A leading independent theatrical film and DVD distributor, particularly strong on indie overseas titles.
Titles include: Donnie Darko, Lilya 4 Ever, Echo Park LA
UK titles include: Last Orders, Shooting Dogs
www.metrodomegroup.com

Momentum Pictures
Momentum started in 2000 and now releases around 20 titles a year, theatrically as well as a number of DVD titles.
Titles include: Lost In Translation, Eternal Sunshine Of The Spotless Mind, The Lives Of Others
UK titles include: Vera Drake, Inside I'm Dancing, Control
www.momentumpictures.co.uk

The Movies Club
TheMoviesClub was setup early 2008 as a microfinance initiative. It is a co-operative that lets movie fans buy independent movie rights, and manage the release at cinemas and on DVD. The club is owned, funded and managed online entirely by its members.
www.themoviesclub.com

Optimum Releasing
Bought by French media giant Canal Plus in 2005, Optimum is known for releasing independent and foreign language films, including the contract to release all Studio Ghibli films in the UK. It also has a distribution deal in place with new low-budget Brit label Warp X.
Titles include: Inland Empire, Elephant, Spirited Away
UK titles include: Lawless Heart, This Is England
www.optimumreleasing.com

Palisades Tartan
Hamish McAlpine established Tartan, the arthouse and world cinema specialist, in the 80s and it became one of the UK's most successful independent distributors. The company has since gone into administration and is now owned by the Palisades Media Group.
Titles include: The Idiots, Battle Royale, Silent Light
UK titles include: Brothers Of The Head, Ghosts
www.tartanvideo.com

Paramount
When UIP decided to break up its worldwide distribution operation in 2006, Paramount and Universal went their separate ways. Fed by its illustrious US studio, Paramount deals almost exclusively with mainstream Hollywood fare.
Titles include: An Inconvenient Truth, Babel, Transformers
UK titles include: Flushed Away
www.paramountpictures.co.uk

Pathe Distribution
Arguably the biggest producer of movies within the UK (despite its French roots), Pathe is a long-established distributor. As well as the expected French titles, the company has also produced hits such as Mrs Henderson Presents and Severance.
Titles include: Volver, Transamerica, Perfume
UK titles include: Enduring Love, The Queen, Outlaw
www.pathe.co.uk

Revolver Entertainment
Upcoming distributor which handles indie/world cinema films and documentaries for theatrical distribution. Their DVD catalogue is more varied and includes comedy, extreme sport, fitness and special interest titles.
Titles include: Grizzly Man, Jindabyne
UK titles include: Kidulthood, Tideland, Taking Liberties
www.revolvergroup.com

Slingshot
New kid on the distribution block, producing and distributing its own low-budget British movies, all shot digitally.
UK titles include: Sugarhouse, French Film
www.slingshot-studios.com

Soda Pictures
UK-based film distributor that specialises in indie and world cinema pics, with occasional low-budget Brit releases.
Titles include: After The Wedding, Frostbite
UK titles include: Song Of Songs, everything
www.sodapictures.com

Sony Pictures International
Distribution arm of media giant, which deals almost exclusively with films produced in-house.
Titles include: Spider-Man, Hostel, The Da Vinci Code
UK titles include: Casino Royale
www.sonypictures.co.uk

Twentieth Century Fox
Part of the News Corporation media empire, and home to a host of movies produced by the legendary Hollywood studio. Fox Searchlight provides some indie cred.
Titles include: Star Wars, Die Hard, The Simpsons Movie
UK titles include: Confetti, The Last King Of Scotland, Notes On A Scandal
www.fox.co.uk

Universal
Although it's the UK distribution arm of the venerable Hollywood studio, Universal also releases all of Working Title's films - making it the most successful distributor of UK movies.
Titles include: The Holiday, The Good Shepherd
UK titles include: Children Of Men, Hot Fuzz, Magicians
www.universalpictures.co.uk

Vertigo Films
Production and distribution company, founded in July 2002 to make - and later distribute - low budget and genre-driven pics. Director Nick Love (The Football Factory) is one of the company's lynchpins.
UK titles include: London To Brighton, Outlaw, Joe Strummer: The Future Is Unwritten
www.vertigofilms.com

Verve Pictures
Independent UK specialist film distributor, with particular emphasis on British and independent films. Off-shoot Drakes Avenue distributes indie films on DVD, with a special interest in contemporary arthouse and foreign films.
UK titles include: Bullet Boy, Red Road, The Flying Scotsman
www.vervepics.com

Warner Bros
The UK distribution arm of the Hollywood giant is best known these days for bringing the seven Harry Potter movies to cinemas. It also releases a mixture of mainstream and indie fare, the latter through its Warner Independent Pictures label.
Titles include: Superman Returns, Blood Diamond, 300
UK titles include: Harry Potter, Mrs Ratcliffe's Revolution
www.warnerbros.co.uk

The Works UK Distribution
Although primarily a worldwide sales agent, The Works has recently launched its own distribution arm.
Titles include: Ten Canoes
UK titles include: The Killing Of John Lennon
www.warnerbros.co.uk

There are several methods of distribution available to companies of this scale:

• Screening in the cinema in 2D
• Video on Demand services- Systems which allow users to select and watch/listen to video or audio content on demand such as the Xbox Live Marketplace or Netflix.

Vertigo films

Vertigo, the independent British production company owned by Allan Niblo and James Richardson (recently responsible for the hugely successful 'Monsters') would be ideal for distributing our product. Below I've included reasons why:

1. They are British

Vertigo films are a British company yet they still have global success and actively attempt to market their films to an American audience - the biggest global audience. They are far more likely to want to collaborate with a British company.

2. They are a small company

Despite being very successful, Vertigo Film likes to focus on making small films with first time directors and often unknown actors. Monsters was written, directed and produced by first time director, Gareth Edwards and stared Scoot McNairy and Whitney Able - a small time actor and his girlfriend.

3. They really, really want to make lots of money

Vertigo have expressed that they are more concerned with making a large profit than producing culturally or artistically important films. Allan Niblo has expressed in interviews that he would like the film industry to cater more to producers and distributors wanting to make financially successful movies, rather than critically successful.



In conclusion, our film would not be particularly suited to a large American company such as one of the Big Six, and instead would be better off being distributed by a smaller, British company like Vertigo Films.

Evaluation task 2 - How does your media product represent different social groups?

Our thriller - like all media products contains different representations of different locations or social groups.

I'm going to analyse and discuss them. I'll be focusing on regional identity and gender.

Regional Identity

The film was shot and set in the English countryside. The countryside is generally represented as being peaceful and tranquil with little noise or stress, as opposed to an inner-city area.

We purposely looked for attractive landscapes for these
opening shots.

When we filmed the establishing shots, we had to go to areas which were quite high up. Consequently, we ended up with some lovely pieces of film that had lots of wind noises (also Liam talked over one of the takes). We muted the audio and replaced it with a less loud and annoying wind track, which we recorded later that day. In the editing process, we decided to add some birds from a CD of stock sounds to create a more countryside-like ambience. The English countryside here is being represented as calm and tranquil. Comedy series, Doc Martin is an example of a real media product which represents the English countryside this way. 

The car in this shot was positioned this way purposely.
Here, I felt that it was important to include the woodland as
much as possible.

The other representation of the countryside in our product is isolation. The countryside is often represented in the media as being isolated and far away from any civilisation. This can be seen used to it's full effect in the fantastic American thriller, Deliverance.

"Squeal like a pig!" 

Gender

In several respects, our thriller portrays the roles of men and women in a very conventional way. The woman, plays a typical housewife. Her opening shot is of her, wearing and apron and chopping vegetables in the kitchen. In this respect, she completely conforms to the established cultural conventions. She does, however challenge them when she stabs the main character. The female is given a powerful role over the male character and behaves in a way which challenges the gender norms.

She is shown as being a typical housewife.

Likewise, the male character also fits his conventions. He is dressed for practicality rather than aesthetic and he is shown to be taking part in a traditionally male activity - chopping wood. He is shown as coming home to his wife, suggesting that he is the breadwinner of the family.

Look at 'im chop.