Mock Exam - Rosie Rattray

To what extent does digital distribution affect the marketing and consumption of media products in the media area you have studied?

The digital distribution affects the marketing and consumption of music to a significant extent. For example the use of social networking sites to help promote new artists and music has appeared to increase. For example XFactor; the show itself has it's own Twitter account, website, Facebook and YouTube, all these means of communication are open to the public worldwide. Consumers are likely to use these sites to enable themselves to become up to date on the newest contestants or tracks, for example XFactor tend to release the artists cover of Sony's back-catalogue on iTunes for viewers and fans to access almost immediately. The process could not be possible without the digital aspect of distribution and marketing. 
However, digital means of communication means that the consumption of music is now becoming less and less traditional. Members of the public are choosing to download their music illegally from YouTube converter sites etc. 
Aswell as the downsides that digital distribution brings, there are also the positives regarding some minority artists such as Beck; Beck uses social networking, mostly his YouTube channel to create his music. Beck writes sheet music which is left open to the public for a small price, from which they can interpret his music in their own way, perhaps in feedback or response videos on their YouTube channel. This means of communication through community enables Beck to target a niche audience that is far more dedicated to his work. The sheet music only being legible and consumed by musically talented individuals enables Beck to interact with other musicians creating yet another community. This shows the positive side to digital distribution as it is bringing fans together not as individuals but as a community of people therefore creating his audience.  
The contrast between XFactor and Beck outlines both the positive and negative affects of digital distribution upon the consumption and marketing within the music industry. The points given demonstrate how the music industry has changed as the digital distribution continues to develop. This then illustrates to which extent both negative and positive they effect eachother.

Exam Question 6, in a sentence.

I do not agree with needing to be a synergy to be successful artist as Beck is a DIY artist rather than Xfactor who package people and are a major company.

Beck Vs XFactor - Rosie Rattray

Beck and Xfactor have contrasting and comparable points throughout their processes. For starters, production. On one hand there is XFactor who during the production process uses Sony's back catalog to repackage old music into something more current and fresh. This back cataloguing is a cheap and effective way for Simon Cowell to shape his acts and find their specific sound using Sony's songs instead of their own songs which they have not written yet.
Beck on the other hand turns XFactors method on it's head and contrasts largely; Beck has not only been able to create his own sound without help of a coach or 'mentor' but he has produced sheet music open for interpreting by his fans. This is a an example of co-option, where his practices are separate from conventional and traditional practices, where fans co-ordinate and create responses as a community.

Similarities  occur between Beck and XFactor also, during the distribution and marketing process, both use social networking as a primary source of the process. YouTube plays a huge part in Beck's distribution and marketing process as this enables him exchange from his fans. Fans interpret Beck's sheet music into something unique to them and share them publicly online to share their interpretations with both Beck and other fans. The likes that Beck receives on the response video give him positive feedback on the versions that the viewers feel are more superior to others. Beck receives his money from selling his sheet music for the musicians or music enthusiasts to make their own. The exchange that XFactor somewhat differs and mimics Beck; viewers exchange votes in place of 'likes' on Youtube for the act they feel are more superior than others, this also gives money to the company aswell as positive feedback for the great artists and negative feedback to the not so successful artists. As well as receiving money for the votes, XFactor also enables the song covered by the artists to be available on iTunes soon after the performance.

XFactor appears to devalue music by it's back cataloguing habits; artists covering previously produced tracks are enabling the songs to become blander and staler, as well as this, the money made from the newly covered track fails to go to the original artist but to Sony itself. The same music being used and reproduced is a boring and overused theory.
Beck once again has contrasted heavily with XFactor on this point as he in fact adds value to music; Beck targets a small audience of people that are musically talented and able to read sheet music therefore leaving his sheet music to a talented smaller niche audience who effectively become prosumers. This also contrasts with XFactor as they have a larger more global audience through television programmes before watershed that families will tend to watch together, which racks up the viewing figures and creates a relationship with the audience, this audience requires no talent at all. 

This case study has shown how different yet successful artists can become by using different means of marketing themselves and creating a fanbase. XFactor and Beck appear to have very opposing ways of doing things to become successful yet both are successful in the way they have done so. 

Case Study

2. Research One Direction & their releases: Have they used any songs on Sony's back catalogue to re-image/brand and release (look at their weekly releases over the show on itunes - who owns the rights to this song, are they subsidiaries of Sony Records?)

Case Study - Prosumers.

Mash Up Final Product.

Mash Up Music Project, Promotion Evidence.

Madeon

Homework - Production, Distribution, Exchange/Exhibition

1&2) Production 
Production involves the creation of the media product and is the responsibility of the production company - the label at the bottom of the chain.
- This includes all post production, production and post production processes.
- Before that, the writer/artist/producer must find finance for an album - which may come from a parent (umbrella) corporation.

Distribution
- Record labels are responsible for prints and marketing.
PRINT - Produces physical copies of an album for release and finding the exhibitors/retailers to sell the album.
MARKETING - raising audience awareness and anticipation of a new release.
A distributor may:
- Be part of the same parent company as the production company.
- Have a long term arrangement with a production company and provide financial assistance for many of their productions.
- Provide financial assistance for a single track/ album by that production company/record label.
-Acquire a record after it has completed production.

Exhibition
Exhibition has taken many forms:
HOME - the distributor is paid by the company who is selling the media. eg. HMV
iTunes - Amazon - Spotify - YouTube 
- An album is often exhibited through non-profitable means. This is how institutions encourage their audiences to buy their media eg. adverts, radio, tv, music videos.

3&4.)





5.)



Production:

Distribution and Marketing:

Exchange:

The Gang - Pitch

Representation of social class – Merlin, Abbey Boutell.

Representation of social class – Merlin.

At first you see Merlin snooping around in a castle like building, when he enters the room there are close ups on him and the objects he is looking at to show some significance to the audience, by the way he is dressed and the surroundings around him you can tell he is not supposed to be there. He is of lower class as when he is found by a woman their clothing is different, she is fitted with an elegant dress where as he is dressed in what looks like rags. There is shot revers shot used in the conversation between the woman and Merlin, this could be used to show conflict of the conversation as she is the one questioning him as to what he is doing. As he leaves there is a wide shot of him walking down the steps of the large building this then shows his lower class as the few people walking around him are dressed in more elegant things, it also shows the space in which the owner of the building has making him look like he is less than them. The music throughout is somewhat mysterious as you’re not sure what he is doing there as it is quite apparent that he is not supposed to be there, the footsteps that approach in the background echo which contributes to the mass space around him. The cuts used are more slow pace as it’s not an upbeat scene, they flow into one another to make the shots cleaner and so that the pace and story is not lost.

As Merlin is walking the scene changes to what looks like a village, this village is run down the buildings have bit missing and its set up as a market, you can see by those in the background that is this more of a setting for Merlin as they are dressed similarly to he is. Social class is shown by it being set in a farm like environment with having farm animal sound in the background as well as market stools and hay. This is clearly somewhat of a lower class setting to the castle as the appearance and sounds are much different, the footsteps are not heard whereas in the castle you can hear the echo of footsteps, it shows that they live more like animals than those of higher class, the housing layout is much different from those in the castle.

As Merlin is in this setting he is spoken to by someone that looks like a knight, this is showing through the clothing he wears, he wears a suit of armour whereas Merlin is still just in rags. This knights power is shown by having him in a group of other soldiers the composition of this shows that he is the higher out of all of them including Merlin. The camera is showing close ups of the knight to give him more authority over merlin, shot reverse shot is also used in this to create conflict of the two and to try and show who is in more power than the other, in this scene I would say that the knight has more prominence than Merlin as he is to be shown as the higher class out of the two.

The fight between merlin and the knight begins this is then accompanied by fast past music to build up the tension and suspense between them, the scene gives you the feel of they are fighting to see who is the upper class. Low angles are used on the knight which gives him power over Merlin when the fight is commencing, this therefore means the camera is showing high angles on Merlin to show that the knight is better than he is and proving the overall upper class. Throughout this scene there is background noise of chains and animals to ensure the lower class setting as well as the intense fighting that is taking place. As Merlin gains some power over the knight there are close ups to him to show him doing so as well as lower angles to give him that authority, this is soon reversed when Merlin’s back is turned and the knight wins back his power, with each hit of the broom the music is in time to show the power of each swing against Merlin. There is a close up between Merlin and the Knight at the end of the clip as there is more dialogue, however you see more of the knight than you do of Merlin this shows he has won the battle of who has the greater power. The editing also includes fast cuts to get between the fighting shots easily and to keep in time with the fast pace music that is behind them.

In conclusion between the use of MES and camera angles it is apparent that Merlin is the lower class to the Knight, as he has more high angles on him and is dressed differently to the knight. However in contrast to that Merlin has more shots overall as he is to be the main example of the class difference.

Mock Exam Essay - Rosie

Camera -Pans the set - Close-ups - Sharp zoom onto object - Shot-Reverse-Shot - Erratic - Fast paced - High angled over merlin after defeat showing power in the upper class character, Merlin appears vulnerable. -

Mise En Scene -          Costume -          Merlin, ragged, unclean, tatty, low class attire, scruffy hair -          Royalty, armour, full length expensive looking dress, a symbol of wealth, handsome, well looked after, pride in appearance, tidy -          Costume gives away their status and class by one glance. -          Behaviour -          Royalty characters consider themselves superior, looks down on Merlin, authority and in control -          Body Language -          Merlin – apologetic, nervous, cocky, more in control in a familiar environment, answering back, timid, won’t admit defeat, uneasy, stands up to royalty, loses. -          Uses magic to stall his opponent showing his power -          He is a ‘nobody’ without his magic, we assume is he didn’t have that power, he’d be a peasant to himself and not just others

Sound -          Eerie at beginning , shouldn’t be there, element of being caught, shouldn’t be there, regarded as unimportant -          Fast paced and adventurous during the fighting scene, corresponds with the mood and description of the scene -          SFX – Male footsteps, trying to be quiet in order to kept concealed, rustling a slight give a way and risk as could be heard, female footsteps, farm animals, market ambience, ball and chain rattling, being swung, makes royalty appear a threat. -

Editing -          Match on action -          Quick -          Shot placed one after the other in short bursts, erratic, emphasis on the fight -          Beginning is slow, creepy, sneaky, sly, tiptoeing around -          Slow-motion on royalty -

In the beginning of the clip, Merlin is seen snooping around an extravagant establishment. Merlin is wearing tatty and basic clothing suggesting that he is less superior and in a lower social class to the people who own the property. This is evident by his tatty clothing and untamed hair to which viewers would assume that he is not wealthy. The editing of the first scene is slow paced to create a mystery about what he is there intending to do. His body language presents a sly look about him due to his un-easy facial expression and slow movements. The camera uses zooms to emphasis and draw attention to the objects in which he picks up. The soundtrack over the top of this is eerie and creates a tension between Merlin and the location as we assume he is not supposed to be looking around in that way and could run the risk of being caught by someone of higher class. The sound effects used in this scene like his rustling creates even more tension as one accidental loud noise could lead to him being caught doing something he shouldn’t have. The sound of the female’s footsteps are also an aid to creating mystery and suspense as we understand that she is walking towards Merlin getting closer and closer by the footstep. When approached by the woman, she is wearing a long purple gown and has her hair neatly placed, purple could be chosen for its symbol of royalty. She appears to take pride in her appearance and her attire would make one assume that she is a wealthy, upper class individual. As the woman gets closer and closer to Merlin, the soundtrack intensifies progressively ending in a climax as he is caught clutching the book. Merlin becomes on edge and nervous at her arrival and he becomes more uneasy, noticeable by his stutter of speech and shifty movements. The editing in this scene is slow and gives an eerie feel due to its gradual and smooth pans. It appears that Merlin, being of lower social class is aware of the fact that he is out of his comfort zone and place in such an environment.

When we witness Merlin enter the market place, he slips into a more comfortable, there are characters in similar attire to Merlin, showing that this is the place he fits in, with the lower class people. He overcomes his un-easy state and becomes comfortable with his surroundings. The sound effects of the farm animals suggest the type of job, if any, Merlin may obtain, the career symbolises his class and status as we can estimate the type of money he receives.  When Merlin faces his second conversation (shot in shot-reverse shot, showing that there is a relationship and conflict between the two characters, each of different social classes) he appears much more confident in the way he talks, though he is speaking to royalty, he challenges his stereotype and talks down to him and answers back to his snide remarks. He also challenges the stereotype in the fact that though he appears powerless, his use of magic enables him to appear more powerful, though no-one in the scene is aware of it. Though he is confident in the scene, he is still looked down upon by the upper class character as he considers himself superiority, in which he likes to be in control. Once challenged to a fight, the soundtrack intensifies, and both the camera and soundtrack become erratic, there are quick, fast-paced shots placed one after another, and the sounds are quick and threatening; for example the ball and chain swinging in the air which places superiority upon the upper class character once again as the sound is only present when he appears on screen. Merlin understands that his lack of power through social class is defeating him; however he uses his magic to stall his opponent and appears to be rebelling against the stereotype and remaining in control as he is still in his environment. At the end of the scene he notices that he has been noticed using his magic and admits defeat, therefor reinforcing the stereotype of upper class having more power than lower class. The camera provides a high angle shot of Merlin on the ground, making him appear vulnerable and less superior, returning to the uneasy Merlin that viewers witnessed at the start. 

Consumption Video Diary, Abbey.

Collage & Descriptions

 Under Class

·         Slobs

·         Lazy

·         Unemployed/On Benefits

·         Dirty

·         Poor

Middle Class

•  Content

·         Generously Paid
·         Comfortable

•  Good at what they do
• Sensible 

 Upper Class

·         Posh

·         Obnoxious

·         Rich

·         Snobby

·         Pretentious  

Working Class

Average

·         Plain Jane

·         Hard Working

·         ‘Normal’

·         Underpaid

Response To Sherlock Clips - Rosie Rattray

Rosie Rattray

Part 2
The first implication that the viewer may see as homosexual is the way that Moriaty quietly and nervously speaks to Sherlock as he says 'hi' after saying this he drops some equipment on the floor whilst secretly trying to leave his number which could be a sign of nervousness or shyness, similar to the stereotypical way a female would act in the presence of a male they have a crush on. This feminine behavior also suggests that Moriaty could be a homosexual. His body language seems to show that he is nervous and uneasy by the way he keeps touching and stroking his arm as some form of comfort. He could maybe also find Sherlock intimidating or domineering due to his intelligence, which is considered a typical masculine quality.Sherlock is also wearing a black suit showing his masculinity, whereas Moriaty seems to be wearing a tight v-neck t-shirt which could be associated with females also and the fact that he appears take pride in his appearance to a great extent, also annotating a female manner. Sherlock appears to be the more dominant character throughout the sequence as he makes little eye contact with Moriaty, appearing to be uninterested in what he has to say, he comes across as intimidating and in control.
In the second clip Sherlock shows his intelligence (therefore reinforcing the fact he is the most masculine and domineering character) by analysing the feminine, or homosexual things that Moriaty seems to do. The things listed such as eyebrow tinting and using product on his hair are typically female things to do. The reference to the underwear showing above his trousers could be described as sexually alluring and, or, could be making a reference to homosexuals in prison who wear their underwear above their trousers to show other prisoners that they are that way inclined.
In the third clip, the conformity of Moriaty to a homosexual stereotype has decreased, he is now in a black suit, which enables him to appear more masculine, his voice becomes deeper and his tone of voice appears aggressive, powerful and patronising (however he calls Sherlock "my dear" which is a saying that would stereo-typically associated with a woman) Suddenly Sherlock seems to become vulnerable, though he is still holding a gun in his hand which maintains part of his masculinity and power. A gun also is described as a phallic object and represents his masculinity. He also in the fourth clip finds it difficult to praise his sidekick which shows that he likes to be the centre of attention, the most intelligent and most praised and doesn't seem to like it when others outdo him. Sherlock's masculinity increases the moment Moriaty is put at gun point, he is put in control and the angle of the camera makes his gun appear large. At gun point Mority's phone rings out embarrassing disco music where he is put at risk of being assumed homosexual again by his choice of ringtone after presenting himself in an aggressive manner beforehand.
Throughout the scenes, characters are reinforcing the stereotypes of homosexuality and heterosexuality.
The sexuality throughout has created conflict between both Sherlock and Moriaty. Moriaty feels intimidated and shy towards Sherlock due to his overpowering masculinity, with the way he dresses, his intelligence and wit. This creates a conflict between the two characters already. It also becomes drama in the way that viewers will have to determine for themselves whether Moriaty is actually a homosexual as it cannot always be assumed. Viewers are not aware of the fact that he is a heterosexual pretending to be a homosexual which causes a twist in the story in which viewers first perceive.

Feedback Of Mock Exam Video's And Images.

Mock Exam - How To Improve

Rosie
E/A/A - 15 (high level 3) 
To improve -
Show excellent understanding of the task.
Cover rest of scene and go into more detail of camera angles.
Excellent understanding of representations shown by technical areas.
Make sure every point is relevant to the question.
EX - 15 (high level 3)
To improve -
Frequent textual analysis of the extract.
Full range of examples from each technical area.
Examples that are relevant to the question.
T - 5 (level 3)
To improve -
Use of terminology is accurate and relevant.

Abbey
E/A/A - 16 (low level 4)
To improve - 
Improve on analysis of editing
EX- 15 (high level 3) 
To improve -
Frequent textual analysis of the extract.
Full range of examples from each technical area.
T - 5 (level 3)
To improve -
Use of terminology is accurate and relevant.