Summer Investigation: Context

How illegal & legal downloads are impacting the music industry?

I have chosen this topic as I believe it to be important; many consumers believe that illegal downloads have a huge impact on the music industry financially, which is true, however I want to attempt to find out whether legal downloads are having an equal effect – are they profiting the industry financially as much as the illegal downloads are costing them? And do they serve another purpose in helping the audience access more music from both signed and unsigned bans? It is not only an important area but also a relevant one as there has been a rise in new technologies and illegal download sites have become easier to access on the internet and seldom require downloading a torrent programme, consumers can download just single files to their computer, which saves space and time as they don’t have to wait for the programme to install. The predominate reason for choosing this question was because downloading is easily accessible to the internet population and I wanted to find the impact that it is having on the on music industry.

In order to find this information I will research using the internet and potentially plan to find download rates from the past year and how much the industry lost due to piracy and how much they profited through legal downloads. I will also attempt to find out whether unsigned bands believe that legal downloads and sites, such as www.myspace.com, have helped more audiences access their music; I will email bands through www.myspace.com using a short questionnaire. As well as using a questionnaire to research the bands opinions I will also use a questionnaire to hand to a select focus group, I will hand 20 questionnaires out, 10 on www.facebook.com and 10 personally, this will also help me to research which is a better forum for collecting information. The focus group questionnaire will inquire whether participants believe that illegal downloads are big industry problem and whether they illegally download themselves and why this is; I will also ask how the participants find out about unsigned bands or new bands and whether they believe that legal downloading/music sites (www.myspace.com) are having a positive effect on new talent, also how badly they think the new talent is being affected by illegal downloads.

Summer Investigation: Proposal

CD Cover: Initial Ideas

Throughout the design process, I wanted to use polaroids to create a nostalgic feeling and polaroids link to the influential 80's era. As polaroids are popular and used to demostrate "vintage" I wanted to twist how they were used, in order to make the polaroids more interesting. As seen in the image on the left, I used one image but multiple polaroids so the image flows.

Progressing on from the idea above, I decided to create an entire image, however make it appear as though it was individual polaroids achieving this. I found that this idea worked incredibly well and with the use of Photoshop Elements I was able to create the desired idea. Although, the image on the left was the one I originally used, I realised that the singer wasn't the main focus of the image, because he wasn't positioned in an obvious place. The singer was shadowed in the darkness and on the left of the polaroid, which takes the focus off him and places it on the microphone and the light as these are more central.

Due to the fact I had a few ideas, I experimented with different ones to see which idea worked best. As well as looking at the idea of just using one image in the polaroids I also experiemented with using more than one image. Although, this created a different effect and gave the consumer more to look at, I felt for a front cover it was too busy. It also didn't look as impressive as using just the one image, because it wasn't as challenging; however, the image does portray the bands genre well and because of this I felt it would work better on the inside cover with the lyrics; the image gave too much away about the band and didn't leave anything up to the audience's imagination.

This is the beginning of my CD cover design and how I positioned all the the polaroids in order to create a "thrown down on the table" effect. I wanted the cover to have a natural messy desk feel to it, which is another reason why I have created a "thrown down" look to the polaroids; I also layered paper behind the polaroids to imply the idea of a desk clearly. The writing on the paper added depth to the cover, because I experimented without the writing and I felt the paper blended too much with the desk wood. Before deciding on the image of the singer, I had an image of a small, old street from the back streets of Norwich, I felt that the image linked well with the genre of the band because it was quirky, however when I incorporated it into my design although the quirkiness linked to the genre the image itself wasn't relevent to the band and I wanted the audience to be able to relate to the band.

This was the original finished design and although the image and the font tie-in well with each other because they are both traditional; I think the font is too traditional and too busy with the image as well. It isn't accessible to the audience either; it gives the impression that that band aren't engaged with their audience, compared with my second experiment. The image is that of the singer from the video and because of this exposure in both the video and the CD cover the audience are familiar to him and therefore can engage with the music differently. The simplisity of the font doesn't place a timeframe on the font, because it is relatively nondescript, whereas the previous was slightly "olde-worlde" which again would distance the audience because it's not something they can necessarily relate to as a majority. The main reason I kept the idea of the paper was because of the theme of school that runs throughout the video and I wanted to link the CD cover with the video. I also experimented with the positioning of the writing on the cover, because I decided that perhaps generic wasn't best. The writing frames the polaroids rather than crowding it and by having the titles near each other instead a width apart concentrates the audiences focus onto the image because they're not having to change their attention between three different areas on the cover as they would have to in the second experiment I did.

My original inside pane was going to be the lyrics of "The Exam" although this worked well, I decided to use lyrics from two different 'Blighters' songs because the paper was layered on top of each other, the audience couldn't read all the lyrics anyways; it also gave a variety and linked well the songs that were on the CD. I finally decided to have three pieces of paper, each with the beginning of three different Blighter's lyrics on (one of which was "The Exam"). I decided to experiment with the use of images on the inside panes as well and because I didn't feel the montage of images was appropriate for the front cover I chose to use them inside the CD case instead. I felt this engaged the audience more because there is the sense of mystery on the front cover, because it doesn't give much away (imagewise) and in order to find out more they just have to look inside the case where there are more images that suggest slightly more about the band. The use of polaroids also link the front and inside cover, as does the paper, creating a smooth flow between each pane.

I wanted the CD cover to resemble a desk; this was the base of my idea and through experimenting I was able to create the effect I wanted. The most difficult pane to make realistic was the back pane, because I wanted it to appear as though it was the underneath of a table; however I wasn't sure how to incorporate graffiti and layer it to make it look realistic. By scanning a piece of paper with random pieces of graffiti written on it and layering above the background and changing the transparency I was able to replicate the underneath side of a table. Due to the font being simplisitc throughout the CD cover the graffiti, similar to the writing on the paper, added depth rather then making it appear too busy.


As well as the back pane being difficult, the pane behind the CD was also difficult. This can sometimes be forgotten and it doesn't need too much design because it is behind the CD, however I decided to create something that was better to look at than a blank wood effect pane. I experimented and attempted to incorporate the exam idea, however the handwritten element didn't work well and neither did the pen and paper idea. Instead of the exam idea, I experimented with just using polaroids and titles without paper and the effect worked better than when I included paper as well. The choice to use the website address again (I used it on the back pane as well) was to familairise the audience with the band more because it is although the band truly want their fans to visit their site because they've mentioned the site twice.

4. How did you use new media technolgies in the contruction, research and planning and evaluation stages?

To view this fully, click here: How did you use new media technolgies in the contruction, research and planning and evaluation stages? on Prezi

This is my evaluation for "how did you use new media technologies in the contruction, research and planning and evaluation stages' in reference to print production and music video production.

Hegemony: has teen exploitation just been repackaged?

Teeangers are now seen as counter culture, rather than a sub -culture controlled/exploited by the adult culture, and have been since about the 1960's; however this has grown to be definite over the years. Is this true? or has the exploitation of the teenage culture just been repackaged? Have teenagers never progressed to a counter culture; have they always been a sub-culture and been manipulated to believe they are equal to the adult culture?

There is the possibility that there was a counter culture where the teens were equal alongside the adults and realised the exploitation that was happening, however it can argued that the sense of anti-consumerism and anti-establishment is now being used by the adults to control the teen culture. Back in the 1960's, anti-consumerism was huge and young people were cynical of the media; this continued well in the 1980's, although this time it was becoming less anti-consumerism and more anti-establishment due to the birth of the punk genre. However, I believe that the 21st century image of the punk has been manipulated by the media and controlled to make a 'calmer' version of punk; a less actively anti-establishment, more passive anti-establishment - where they believe they're against all things establishment but wouldn't actively push out against society. 1980's Punks

This 'calmer' version of punk has switched a parent view of the stereotype because they're not the hardcore, anti-establishment, scary punk kids from the 1980's; they're a nicer, conformist, 21st century version: "punk rock as whole is gaining acceptance from the parents of suburban America" (http://punkmusic.about.com/od/punk101/a/punktimeline_2.htm, Ryan Cooper, "1989-Present: Punk Shapes Up Into What We Know Today").

Aiden - 21st century punk.

Everyone is an individual. Or so they say. Everyone is certainly unique; individual, however is a different story - are teenagers made to believe they are individual and through this exploitation they're making themselves less individual and more conformist? "Emo's" for example, say they're individual, suffering the plight of life alone yet they all dress the same and listen to the same music because that's "how emo kids dress and what emo kids listen to." They just conform to stereotype that the media pump out; "Cute is what we aim for" is a mainstream emo-rock band that has an influence in the emo-rock genre and not just through their music. Their style conforms to what is expected of an emo-rock band and therefore what is expected of the "emo kid." There is an element of hipocrisy because society call teenagers that are heavily influenced by their music taste and peers, conformist (when they call themselves individuals/rebels), however adults that are similar to the teenagers are seen as rebels and non-conformist because they're not doing what society and the media believe an adult should do.

Although teenagers want to think they're individual and what they choose to do is down to their personal choice; this isn't the case alot of the time, obviously there is choice there - it isn't a dictatorship, however where you hang out, what you wear and who your peers are predominately come down to your interests and what you have in common with them, the question is: how much of this is controlled by the media? Has the media created a calmer, more "adult-friendly" versions of stereotypes? Do "emo kids" dress how they do because the media have created the stereotype through their music? I believe that the media expose teeangers' insecurities; although we want to be individual, we don't want to be alone, isolated; we want to belong to groups/gangs - this controls us and this is what the media plays on: our want for belonging. The reason teenagers follow the crowd in terms of fashion and hangouts is because we don't want to be left behind. By creating "adult-friendly" versions of stereotypes, for example: punks, the media are giving adults a sense of security as they feel they have a superiority over teenagers because the teenagers aren't as proactive against consumerism and the establishment compared with the teeangers of the 1960's and 1980's. The hegemony of the 1950's has returned; the teenagers believe what they see in the media is how they should act and believe that it is normal.

Fishtank: Questions&Answers

* Director: Andrea Arnold
* No particular audience.
* The director didn't want a professional actress.
* Katy Jarvis (lead character) was the perfect girl, however the initial idea of the film had to change because originally the director wanted a fantastic dancer, but Katy hated dancing yet she was the perfect personality.
* Cost of music was expensive - Leona Lewis song there was no music, just a few lyrics = £10,000.
* Nike Clothing, needed legal clearance; they didn't invest because Katy wasn't the type of role model they wanted, there was too much authenticity to her character, she wasn't aspiration enough. Marketing isn't reflective of what people are.
* There was 50 prints distributed countrywide. Distributor was Artificle Eye.
* Film Census: people fought to have the film certified as a 15 not an 18 because they felt people needed to see it. The director's vision is important.
* BBC weren't happy with 10year old Tyler smoking and drinking - full reports had to be written.
* Government believed it was conforming to the already overtly sexualised media.
* Music Video showed the opposite to real life, highlighted the unreality of them.
* Mia's passion for dancing - she wants to belong to the street troupe from her neighbourhood, she was influenced by the internet.
* There wasn't any thoughts or discussions on how teenagers were portrayed.
* Film was shot in continunity; Connor and Mia didn't know that they would sleep together until the day of shooting.
* Sex scene was a "minefield" especially in the USA, careful filming - no nudity. Andrea didn't want to cut away from it.
* You can see the change in Mia from the start to the end of the film.
* The reason is was named "Fish Tank" was because it is Mia's world looking out or our world looking in.
* There was no pretense, how it was filmed is how it is.
* Mia doesn't fit in, ends up in a strip club.
* Kidnapping of the child was revenge on Connor.
* Realistic interpretation: Katy Jarvis, director chanelled her natural self into the story.
* 4:3 ratio instead of widescreen: concentrated more on the characters.
* Andrea didn't want it to be a commercial success, however the producer felt as many people as possible should see it.

'Teenage Riot' - Youth, Media and Collective Identity Lecture: 2/02/2010

Who is your favourite young person in the media (fictional or real) and why?

Serena van der Woodsen, played by Blake Lively, from Gossip Girl; she wants to be successful in her own right and find herself and not have to rely on her parents influence to gain her high-end positions; this sense of independence is something that I am able to relate with, and I think it is what makes Serena relatable to audience members moreso than her rival Blair Waldorf. I am able to aspirational relate to Serena, however only in certain ways - mainly successwise, not careerwise. She wanted to be an actress, which was something that I could completely aspirationally relate to, however she gave up on that dream; this makes me want to work harder at it, so in a sense the producers have made me not want to be like her, because of what she failed to do makes me want to push myself harder; I am almost aspiring to be what she would've been had she not gave up.

Collective Identity:

Collective Identity is simply, groups of similar people; people that you are able to relate with through similarities.

Jacques Lacon is a psychoanalyst whose theory many media and film critics apply when attempting to create a character that they want audiences to relate to. Jacque studied child development and suggested a "mirror stage" in which a child begins to develop an identity; it is a point in their life when they can essentially look into a mirror and recognise themselves. It can be argued that audiences are able to form and reform their identity and change the way in which they see [or recognise] themselves; this is essentially how film and media critics relate Lacon's work to audiences.

The two main points that the media attempt to create relatable characters; characters that are "just like me" are Identification and Aspiration. As an audience member you can either identify literally with the character, physically or emotionally, or aspirationally relate to them; they do what you want to do. When there are accurate representations it is easier to see yourself in the character and this can reinforce your identity. However, when there are inaccurate and distorted portrayals, audiences can change themselves and their identity to fit in and belong.

Constructing the teenager:

19th century:

The young person started to emerge in New York. The "Bowery Boys" or "Soaplocks" as they were known; they had their own slang, that adults couldn't understand, dress code, musical taste etc. They had disposible income and it was the first time the entertainment industry and fashion houses targeted them as a consumer group.

1900-1940's:

There was a 400% rise in high school enrolment in the USA between 1900-1910. The peer culture truly began and it was a time of comparasion; teenagers were comparing themselves to their peers. The magazine industry started targeting the insecurities of adolescent girls. During World War II there was a demand for labour and therefore the teenagers had disposible income. Between 1945-1960, teenage consumers were known as the "jackpot market" and the "prosperous and liberated future", however it was also when negative stereotypes about teenagers were beginning; they were known as the "culture of moral decline." It was the first sign of the adult cultures dichotomous image.

1950's: Rock & Roll Culture

It was around this time that the teenage culture really began to begin, because they weren't trying to be adults; this created a generation gap which in turn created tension between adults and teenagers.

Adult Hegemony?

Hegemony - dominant social group keeps an oppressed group in their subservient position by making them feel their position is 'normal' or desirable.
A marxist view of teeangers is that the adults are encouraging the teeangers to be rebellious by creating the 'rebel teen' label in which teenagers can aspire to, however this in turn keeps the adults fearful of teenagers; this expands the generational gap.

James Dean: An Accurate Portrayal?
He was thought to be the first celebrity to capture the dissonance of youth. "Rebel without a Cause" confromed to adult fears of teenagers, supporting the marxist theory of adult hegemony. James Dean's character isn't a bad person; he's confused, sensitive, frustrated and handsome, this meant that both adults and teenagers could empathise and desire him. James Dean died in a motorcar accident at the age of 24; "live fast, die young" - adults began fetishising teenagers.

1960's-1970's:

Around this era the teenager subculture became a counter culture. The next generation of teenagers were cynical about the commercial exploitation of youth; this started social upheaval. Young people began to support Civil Rights, Feminism, Anti-Vietnam. They were resisting marketing and consumerism.

Punk & HipHop:

Punk: reaction against optimism of the 'Hippies', they were even more cynical than previous teenagers. They weren't just rebellious and anti-consumerist; they were anti-establishment, it was political.
HipHop: reality of poverty and racist oppression.

Adult Fetishism of Youth:

There is a recurring pattern of bright future vs society going to hell. Two different articles on teenage girls and teenage boys; "am I bovvered?" "hoodies or altar boys?" There are thoughts that the images of teenage boys and girls are sexualised and exploit insecurities of individuals creating paranoia about appearance.
4,374 out of 8,629 crimes reported were youth crimes. There are only positive representations of male teenagers if they're dead or victims of violent crimes that have been started by other teenagers.

Internalised Stereotypes:

'Kidulthood' - Links to media.
'Harry Brown' - revenge fantasy for adults.
These films could be considered as anti-youth films.

9-14year olds spend $300 billion per year in the USA.
There is a sense of nostalgia from the adult audience; they never appreciated their youth when they were that age. There is also a feeling of empathy, because adults don't want to have to do as they're told; they want to be rebellious. Finally there is a feeling of envy; teenagers don't have a careers or marriages to worry about, there is no financial burdens, and teenagers have a higher sexual drive.

Sometimes teenagers are represented in a way in such a way that the majority of the teenagers can't relate to them, for instance: Juno - do teenagers really talk like that? Skins - do teenagers really have those lifestyles?