Additional Questions

Come up with your own definition for INDEPENDENT MUSIC 


Why was the punk rock era seen as the birth of independent labels?
Punk rock was seen as the birth of independent labels, as independent labels first broke into the music industry heavily during this era of music.


Why would some bands choose to stay with an independent label rather than signing to a major?
Some bands may choose to stay with an independent label rather than signing to a major company because they have more room to explore their genre of music, rather than being forced to produce generic chart music. Also they are given more independence and can focus more on music rather than marketing of a brand that they would become at a major record label.


Find the definition of HEGEMONY how can this be applied to the independent vs. major war?
Hegemony-crudely, the power one social group wields over all the rest. However, hegemony is a more elusive and complex concept than this, involving not only the exercise of naked military and cultural power, but also the acceptance of this domination by the less powerful groups. History is full of examples, but in the modern era, the very fact that the USA is routinely referred to as the worlds only super power, despite the existence of China, serves to illustrate the stranglehold that the idea of supreme American power has on the popular imagination. One example of American hegemony is the cinema industry: Hollywood’s ownership and control over distribution and exhibition in most countries of the worlds has resulted in films made in Southern California being regarded as the norm by audiences worldwide, although the lifestyles and attitudes on show in the these films are very often radically different to local experience and tradition. Antonio Gramsci put forward the best-known explanation of hegemony, arguing that the ruling elite always makes great efforts to persuade the rest of the population that maintaining the status quo is ‘common sense’. This involves convincing them that supporting the interests of the elite is in their own interests.

-Media & Film Studies Handbook (2007)

This can be applied to the independent vs. major war because in a way the major companies do over rule the smaller independent companies. 

Define the terms CAPITALISM and COMMODITY. Apply the terms within a description of the Rough Trade documentary

""Capitalism" is conventionally defined along economic terms such as the following:

An economic system in which the means of production and distribution are privately or corporately owned and development is proportionate to the accumulation and reinvestment of profits gained in a free market. 
Source: Dictionary.com

This is an example of a definition by non-essentials. An essential definition of capitalism is a political definition:

Capitalism is a social system based on the principle of individual rights.
Source: Capitalism.org

In order to have an economic system in which "production and distribution are privately or corporately owned", you must have individual rights and specifically property rights. The only way to have an economic system fitting the first definition is to have a political system fitting the second definition. The first is an implication of the second. Because the second, political, definition is fundamental and the cause of the first, it is the more useful definition and is preferable.

Because people often use the term "Capitalism" loosely, "Laissez Faire Capitalism" is sometimes used to describe a true Capitalist system. But this phrase is redundant.

It is important to define "Capitalism" correctly because a proper definition is a prerequisite to a proper defense. Capitalism is the only moral political system because it is the only system dedicated to the protection of rights, which is a requirement for human survival and flourishing. This is the only proper role of a government. Capitalism should be defended vigorously on a moral basis, not an economic or utilitarian basis."-importanceofphilosophy.com

The Rough Trade documentary is about the competition between major record companies and independent companies.Capitalist ideologies are applied to artists to make them very successful in the music industry. This is shown throughout the documentary when the artists who belong to major  record labels are seen by the public more than those artists who belong to independent record labels.

Commodity-

More generally, a product which trades on a commodity exchange; this would also include foreign currencies and financial instruments and indexes.-Investorwords.com

Describe five differences between major and independent record labels 

• Independent record labels allow artists to produce their own genre of music therefore not going along with the conventional types of music during that particular time in the music industry
• Major companies often own many smaller independent record labels making them own more artists 
• Major companies have much more control over the music industry as they are experienced and know what works and what doesn't work in the industry 
• Independent labels struggle to get media coverage for the artists they are trying to launch and the songs they are trying to release, whereas major companies normally have strong relationships with distribution companies and therefore it is easier for them to market and distribute their products 
• Major companies tend to advertise their artists through merchandise aswell as just through the music itself

Journal:30/09/11

In todays lesson we finally chose a music video brief that we thought best suited what we wanted to do, the chosen brief was:

After researching each of the song choices, we decided that we did not like any of the suggested songs and therefore searched for other songs which related to the same brief. Our chosen song was, Basement Jaxx 'Do Your Thing':

Journal:23/09/11

In todays lesson we got given our music briefs, our brief was:
"You have been asked to devise and make a promotional music video for the new act detailed below. As a new act, the record label is keen that this first release appeal to a wide audience and establish an image that is both recognisably unique and appealing to their target audience. With this in mind, their first release will be a cover version and will be used as a platform for future original releases. The record label is happy for this release to be any of the three songs listed below and would like you to choose whichever one you can make a dynamic promo for, as the key thing is to get them exposed"

The brief we were given could be applied to seven different artists these included:
-Magma (DJ )
-Good Girlz Bad (Girl band)
-Black Hole (Rock band)
-Smooth Criminals (Boy band)
-Tom Spencer (Solo Male Artist)
-Tonic (Boy band)
-Lucy Star (Solo Female Artist)

I will be producing this music video with Emily Neil and Sarah Barker, we thought this would be a good group to work in as we are able to take into consideration one anothers ideas and opinions; in order to get the best visual results.

Major Vs. Minor

What does vertical integration mean?

The absorption into a single firm of several firms involved in all aspects of a product's manufacture from raw materials to distribution.

Which subsidiary labels do Sony BMG own?

Sony BMG own the following subsidiary labels:

• Arista Records & Nashville
• BNA Records
• Columbia Records
• jRecords
• Epic Records
• Jive Records
• Masterworks
• Sony Music Latin
• Legacy Recordings
• Provident Label Group
• Columbia Nashville
• RCA Records
• RCA Records Nashville
• Verity Records
• Roc Nation
• American Recordings
• Battery Records
• Beach Street Records
• Day 1
• Essential Records
• Flicker Records
• LaFace Records
• Polo Grounds
• RCA Red Seal
• RCA Victor
• Sony Classical
• Star Time International
• Verity Gospel Music Group
• Volcano Entertainment

How are Sony vertically integrated (how do they profit from the different stages of music production, distribution, and consumption)?

Sony is a group and is vertically integrated as it holds assets in most areas of music production, distribution and consumption. Sony are a major record label and therefore focus majorly on the production of music. However Sony has a large entertainment business as they produce many electrical items which they can use to their advantage by advertising music through other parts of their company. Also some of their major selling products are music based such as Sony Walkman.

Rough Trade:21st Century

How has Rough Trade evolved in the 21^st century?

After the Rough Trade business was revived, they signed ‘The Strokes’; this would be the band that would kickstart Rough Trades future.

What successes have they had at this time?

“The Strokes first release ‘The Modern Age’ – the title almost says it all – galvanised both the revitalised Rough Trade and the British music industry, which was sorely in need of a lift post Brit-Pop. Geoff and Jeannette’s peripatetic foray to a New Jersey bar in search of the band they would bring back and promote before attending to the small detail of signing them to a contract paid off. Subsequent releases by The Strokes through 2001/2 and beyond would give their label its biggest commercial success since The Smiths.

Releases during the early- to mid- part of the 2000s by important artists like The Libertines, Eddi Reader, British Sea Power, Low, Emiliana Torrini, Arcade Fire, Belle & Sebastian, Sufjan Stevens and Antony & The Johnsons reflected the refreshing eclecticism of the co-founders, but by 2005 the label had hit a vintage vein of credible and commercial form. Antony & The Johnsons were the unexpected yet deserved winners of the Mercury Prize for the outstanding ‘I Am A Bird Now’ and Arcade Fire’s ‘Funeral’ album had become a worldwide hit, eliciting breathless praise from the likes of David Bowie and David Byrne.

By 2006, some old friends had returned, too. Scritti Politti’s ‘White Bread, Black Beer’ suggested they’d never been away and made it all the way to the Mercury shortlist, whilst Jarvis Cocker, whom Rough Trade had managed for nearly fifteen years, released his first post-Pulp album, ‘Jarvis’.”

-Roughtraderecords.com

How has Rough Trades ideology developed for the company in the present day?

Rough Trade has gone back to its original idea that music should not be faked and it should be real and different from what is usually heard on everyday radio. They proved this by signing Duffy, the put her on a development deal and told her that they wanted her to do what she wanted to do without their guidance and direction. This proved a good move, as Duffy earner numerous awards for her first album.

Some of the artists they have signed since reviving the company include:

Rough Trade:1990s

What problems did Rough Trade incur at the start of the 1990s?

Rough Trade had reached its financial peak, cash flow management had determined Rough Trades fate. By December 1990 Rough Trades cash flow had grounded to a halt. Also in December 1990, two thirds of the staff were axed as a result of poor financial management. On the 1^st of June 1991 the company had no choice but to cease trading.

What effect did this have on the record label and distribution?

Rough Trade had written the rulebook for independent production and distribution; it had become one of the most successful independent music companies in the music industry. The work of Rough Trade had inspired so many other independent music companies to be created. The independent companies owned 40% of the music industry, they had ‘reshaped the musical landscape’. However, the financial down fall of the company meant the company was split up and sold off to try and deal with the payments they were unable to make.

How did major record labels branch out into the independent music scene?

The major record labels began signing the artist who were associated with the smaller independent companies. This meant relationships began to grow between the two sides of the music company and groups of independent companies would join together.

What actions were taken to revive Rough Trade?

Whilst Rough Trade was no longer in business…

Geoff Travis and Jeannette Lee remained working together; they were introduced to Jarvis Cocker, and afterwards they soon began managing him.  In the same year 1993 they had learnt from their mistakes and successfully managed Pulps legal and financial position. They had learnt how to sustain chart positions and as a result received 5 consecutive top 10 singles. The profit made from managing Pulp, allowed Travis and Lee to buy back the ‘Rough Trade’ name and in 2001, after 25 years since Rough Trade had begun it was back in business. 

Rough Trade:1980s

How did contracts effect the development of Rough Trade?

Rough Trade had a very different approach to the record contracts they gave out; Rough Trade had two simple clauses in their record contract. The first being that when the partnership between the company and artist was no longer working they would end the deal; the second clause was that any profit which was made from the record sales-once all the production and distribution costs had been taken away-was split equally between the artist and Rough Trade. They believed their way of signing artists, “captured everything that was right about humans”.

Geoff Travis-founder of Rough Trade

Which issues occurred between the record label and distribution?

The record label thought they had to approach more pop music to suit the music industry as a way of competing with the other larger companies. This decision led to conflict between the record label and distribution part of the business.

What has been Rough Trades ideology and how was this affected by the change in structure?

Up until this point, Rough Trade had prided itself on beating the corporate system and going against everything that was wrong with the British music industry. When the record label reached the point where they wanted to venture into the pop music industry, many people in the company disagreed and as a result were not supportive of this sudden shift.

Which artists led to success for Rough Trade?

It became apparent that indie music was set to take over the music industry; this came with the signing of The Smiths. Rough Trade took a new approach to this signing after having learnt from mistakes previously where their major selling artists had moved on to larger commercial companies; so Rough Trade signed The Smiths on a long term agreement which guaranteed them four albums. The first single The Smiths released in partnership with Rough Trade, was ‘The Charming Man’ which demanded major marketing, it was hugely commercial. In 1986, The Smiths tried signing to EMI but failed as they were still legally bonded to Rough Trade. After this The Smiths were beginning to break down and soon released ‘Strange ways here we come’ this would turn out to be their last album for Rough Trade and their last ever album as a band. By 1989, Rough Trade had its largest roster of artists in its history. 

What music trend emerged at the end of the 1980's?
At the end of the 1980s techno was taking over the music scene, as rave clubs began to develop.

What differences were there at this time between Rough Trade and other independent music labels?
Rough Trade was both a record label and a distribution company. Around 90% of the £40 million turnover came from the distribution, the distribution side of the company financed the record label; allowing them to develop the technical side of the music.

Rough Trade:1970s

Rough Trade:"offering a diverse alternative to mainstream music"

How did Rough Trade start?

Rough Trade started with Geoff Travis taking a trip to Canada where he purchased some records; he realised that there was nowhere in London where he liked to buy records and so paid for some records to be sent over from Canada and opened a shop in West London.

The original Rough Trade shop in West London (70s) 

Which music trends were popular?

Three of the main music trends, which were extremely popular during the 1970s, were: Hippy music, Reggae and Punk.

What was the ethos of Rough Trade at this time?

Rough Trade stood for the ‘intellectual political wing of punk’; Communism and Marxism heavily influenced them. (Marxism-the political and economic theories of Karl Marx, predicting the revolutionary overthrow of capitalism by the proletariat and the eventual attainment of a classless communist society. -. stg.brown.edu)

How was Rough Trade different to large corporations?

Rough Trade was an independent company, therefore were separate to the large commercial companies of the time. Companies such as EMI and CBS, the larger companies which often over shadowed smaller independent companies.

What techniques were used to expand the independent music scene?

Due to the fact that Rough Trade was an independent company, they did not have the same technical or financial advances as the larger commercial companies. Rough Trade resulted to the home made musical products by doing their own pressing and marketing, many artists thought this was a benefit as they did not have to spend lots of money and could decide on how many records they wished to produce. The band ‘Desperate Bicycles’ had the idea of turning record sleeves into instructions of how to make records. ‘Scritti Polliti’ carried on this trend as they printed the production budget on the record cover, showing just how cheap producing a record with Rough Trade could be. The larger companies often frowned this upon, Rough Trade had become ‘the headquarters of a revolt’ against the commercialised music industry.

How did this lead to Rough Trades expansion?

It had been shown to those interested in music that it was easier to get into the industry through an independent company rather than going straight to the bug companies. The original Rough Trade shop was set up in an area, which was cheap to live in; therefore it was a place where musicians would have lived-increasing the shops popularity. Originally Geoff Travis’ idea was to have a shop where people could just buy records, however, the discovery that they could produce and distribute records for a cheap cost led to the Rough Trade Distribution company.

Explain the successes of the distribution department and record label

'Stiff Little Fingers'

The distribution department was developed in 1977; it brought in more money than the record label as they distributed records to other small record shops around the country, which made it an extremely busy part of the company. As for the record label they had decided they did not want to be similar to the commercial record labels, Rough Trade had two simple clauses in their record contract. The first being that when the partnership between the company and artist was no longer working they would end the deal; the second clause was that any profit which was made from the record sales-once all the production and distribution costs had been taken away-was split equally between the artist and Rough Trade.

' The Raincoats'

“By the end of 1979, a number of bands now commonly associated with Rough Trade had started to release records on the label, including Scritti Politti and The Raincoats. Such was the label’s recognised importance that a television programme the South Bank Show was devoted to it. When its first album, Stiff Little Fingers’ ‘Inflammable Material’, was released later in the year, it became the first independent record in history to sell over 100,000 copies and charted at number 14.”

Journal:21/09/11

In todays lesson we watched a documentary on the music company 'Rough Trade'. We made notes on different time periods (1970s, 1980s, 1990s and the 21st century), and the development the company had made from being a record shop to a record label, and a distribution company.

These are the notes which I made from the documentary:
-Rough Trade in the 70s
-Rough Trade in the 80s
-Rough Trade in the 90s
-Rough Trade in the 21st Century

Music Video Analysis

For the second music video we analysed, we also applied Goodwins 'Music Video Theory'.

Genre characteristics

- pop with a british feel

Lyrics and visuals

- "start over again" at end when the boy comes back home

- "take me away" when carton gets on motorbike

- talking about going to countryside and they are in the countryside

Music and visuals

- music gets darker and so does the image

- song mellow and the videos cut slowly

- images of little carton

Notion of looking and voyeurism

- carton looking through window at band

- looking through door at the girl

- seeing face on milk carton

Intertextual references

- when carton fell through window bit like an action film

- in alley - green monster looks like its from a sci-fi film

- a bit like american beauty when family are sitting at the table

Music Video Analysis

When analysing this music video we applied Goodwins 'Music Video Theory', we looked at the genre characteristics, relationship between music and visuals, relationship between lyrics and visuals, demand of record label, notion to looking and intertextual references.

Genre Characteristics

- costumes: gangster/street look

- getting in trouble with Police/criminal activity

- hip-hop/street dance

- dog fighting

- violence

- lacking representation of wealth - cars are normal, clothing scruffy, images of bling minimal (seems like he hasnt got it but looking at it)

- some images of sexualised women (gold bikinis, looking like prostitutes) but not as you might expect

- setting - urban - Brooklyn NY - run down neighbourhood and some shots of the bridge

- images of underground, rough looking clubs adding to the gangster lifestyle

- stereotypical race conventions - policemen white, bad guys black/jailbirds/on the streets

- shooting at the end - reflects image of gangster cool

Lyrics and visuals

- song is about being a gangster/lifestyle and video images illustrate this

- sychronous relationship - thoroughout song, images reflect the lyrics sometimes generally and sometimes more specifically/literally e.g: 'God' = image of crucifix, 'bitch' = image of woman/dog etc.

- story about getting pulled over by police is literally illustrated in visuals - very narrative style

- "from the hood" - pulls hood down

- "paparazzi" - images of criminals (camera flash)

- visuals show some of the 99 problems and the pinnacle one being him getting shot

Music and visuals

- camera movements are jerky and constant which matches the rise and fall of the beat

- cuts are in sync with the bass, especially at the beginning

- lots of cuts and many different images making it hard to see everything at first viewing - similar to song, which is also dense with themes/imagery/narrative

Demand of the record label

- lots of (worms eye) low angle shots and close ups of Jay-Z makes him appear powerful - desirable image to promote within the hip-hop industry

- fewer shots of him than you might expect - seems like hes being modest or that hes the topdog/elusive on the streets. Also, reflects face that he is a well-established artist and doesnt need his face all over the video

Notions of looking/voyeurism

- looking at police in the wing mirror

- various shots of women which are very sexual

- looking through bars into prison

- video of Jay-Z outside subway station

- looking through fingers

- x-ray vision shot through boot of car

Case Study:Music Video Director

View more presentations from daisywestlotorn.

Music Video Analysis

The music video I chose to analyse was Beyonce's 'Why Dont You Love Me':


Here is my analysis of this video:

View more presentations from daisywestlotorn.

Goodwins Music Video Analysis

Andrew Goodwin writing in 'Dancing in the Distraction Factory' (Routledge 1992)
1.Demonstrate genre characteristics
Example:This video demonstrates the key elements of a Hip-Hop/Rap video, these characteristics     being sexualized women, fast cars and even the clothing they are wearing represents the Hip-Hop/Rap industry

2.Relationship between lyrics and visuals
Example:This clearly shows a connection between the lyrics of the song and the visual imagery, with the way in which the women are dressed and also the scene at the end of the video where the women are laying on the beach. The beach has a definite relevance to California, which relates directly to the lyrics of the song

3.Relationship between music and visuals
Example:The way in which the video is edited and the use of lighting relates the musical beat to the visuals

4.Record label demands
Example: The record label which Rihanna is a part of focuses on their Hip-Hop image aswell as making themselves extremely noticeable which is a key part of their record label

5.Reference to notion of looking
Example:This video gives reference to the notion of looking as the camera follows every action which is happening within the video, the movement of the camera takes the audience on a journey as if they themselves are there watching this happen.

6.Inertextual reference
Example:This Madonna video carries cinematic references to the movie 'Gentlemen Prefer Blondes', the music video recreates an iconic scene-where Marilyn Monroe is surrounded by men

Music Video: Codes and Conventions

1965:Bob Dylan first 'modern' music video


1970:The record industry found that TV shows were a great opportunity to promote artists

1975:Bohemian Rhapsody set the language for the modern music video


Technical Codes
Camerawork:movement, angle and shot distance
Close ups are predominant in music videos

Editing 
A key element in the editing of music videos is 'fast cut montage'
There are videos which use slow pace to establish mood
Split screens, colourisation and CGI are all effects added to modern music videos
Other effects used are chroma key or blue/green screen

This is an example of extensive editing, where the colour has been altered:

Research into Genre:Dance

There is no definitive dance music videos, some have a narrative and others do not. Most music videos carry a relationship between the music and visuals which is sometimes through the way they are edited.

Examples of music videos from the genre of 'Dance':

Summer Task: Case Study on an Artist

View more presentations from daisywestlotorn