Typography

One of the main things that is really important for a CD Cover is the typography used on it. We are presenting Justice and we need to find something that suits their style of music, personality and character. The typeface Starburst is a suitable font for Justice's their cover. The only problem is that we decided to cut out the text on/in the cover so you can see the CD. This font is very hard to cut out:

Fonts like Times New Roman, Helvetica, Comic Sans MS, Tahoma, Arial and Trebuchet are seen as standard fonts which are mainly used for magazines, websites, newspapers, etc. We are convinced that Justice isn't standard at all, which means that the fonts names above wouldn't suit them. We are looking for something more appropriate for Justice and their music style.


A very good website that shows a lot of different fonts is fontspace.com. This website enables you to download special fonts, you can also search for special fonts that are tagged with a certain name, such as 'Rock', or 'Metal', but also '1950s/60s/70s/80s' etc. We found the font Sylar Stencil on this site by searching for electronic typefaces.

This typeface is very easy to cut out, which is still a part of our original plan, unless we find a typeface that is absolutely fantastic but can't be cut out. The typeface isn't feminine or elegant at all. Because Justice exists out of two men it is obvious that elegantness wouldn't suit them.

We think that this typeface does suit Justice, but we feel it isn't complete. It still has got some feminine aspects as the font is quite round. There is no elegantness as the letters are divided by lines going straight through the letters. It is all about the way someone interpret it though, someone might see it as just simple lines dividing the letters, while someone else might see it as lines of light breaking the letters up. The setting where electronic/dance music is played uses lights as well, which means that this typeface and the setting are connected and linked back to each other. Or in other words, this typeface could suit Justice very well.

This typeface is easy to cut out and it does suit Justice in a way, because it is different and not standard. It does reminds us of a space shuttle and astronauts, this is mainly because of the S. We want something more electronic, something that shouts; dance/electronic music. It has to be a typeface that informs you about the genre of the music without even knowing the band or artist.


Even though this typeface is called Space Case it looks less alienated than Teacher A. It looks as if this typeface has been designed using squares as the letters are perfectly aligned. Even though they seem square, the letters themselves are a bit feminine as they are round in the corners.

This typeface makes me think of parties such as Sensation White and/or Black. These parties are the extreme versions of a typically Dutch party, and are mainly associated with drugs like XTC to give a greater experience. We don't want to associate Justice with drugs as that isn't our aim. It also contains a different music genre; house and trance even though famous DJ's have played on these parties: Andre Tanneberger, Armin van Buuren, David Guetta, Erick E, Ferry Corsten, Tiesto, etc.

It is very hard to find a suitable typeface. Therefore we have to be less critical about things. We preferably want something that portrays the genre of the music as well. In the end it doesn't really matter if the typeface does or doesn't portray this. Extra aspects such as light use (lines through the typeface) can be added later by ourselves. After experimenting with Illustrator while looking at typefaces, we came up with the typeface Bauhaus 93.

This typeface is special, not standard at all and it doesn't only suit Justice, if feels right as well. This typeface is published by Microsoft Typography in 1993 which means it isn't a new typeface, but not an unbelievably old one either. It is a sans serif typeface, this doesn't combine with the t-shirt we ordered; a black t-shirt with gold letters on it saying DVNO. The letters on the t-shirt are serif and bold. Bauhaus 93 is bold as well but not as musculin as the typeface on the t-shirt. Unfortunately we couldn't choose which typeface there would be on the t-shirt. Therefore we have to stick a bit to the serif idea, which means we could either find a typeface that looks like it, or design one ourselves. Illustrator is great program to use, or in other words, we have to start experimenting with typefaces now.

Cd Packaging

Besides a music promo video we had to chose two other options. One of the options includes a cover for the release of the video as a part of a digipak (CD/DVD Package). We decides to design a CD cover

Existing Examples

Because Alicia is doing Graphic Design we didn't want to do something that was too easy, yet too difficult. We still have to do research into a magazine advertisement so we create our own one as it is the other option we have chosen. Therefore we first looked at templates, deciding which one would be best to design. The Single CD Quicksleeve is used for a lot for singles, which we are creating. On the other hand, Alicia found this type of template a bit too simple. A Double CD Wallet is useless as we only have got one CD. The Tri-fold CD Wallet would be perfect if we had a lot of graphical images to include, but we haven't. This means that the Single CD Wallet is the best option in our case. We can insert the CD perfectly, making the outside and inside look stylish at the same time without overdoing the graphics.

This image is copied from the internet, Click Here to go to the website.

These CD covers are all made out of cardboard, even though some CD covers are made out of plastic. Plastic takes a lot of space and we want to create something that is effective and easy to store. Illustrator is a very good program to use to create and design packaging. Besides illustrations you can also use the Grid to help designing the cover. Alicia re-designed this wallet in Illustrator, printed it out, and made sure it fitted perfectly. 'The worst thing you can do is do research into packaging design, illustrate images and photo's, make sure everything is laid-out perfectly and then find out that the measurements were wrong when you print it out and try to fold it together'.

This image is the cover of one of David Guetta's CD Covers called PopLife. This is a very good example because David Guetta is seen to have the same music genre as Justice. If you look on google - images - you can see that this artist mainly uses his own portrait to fill up the cover Click Here. This makes it easier for the audience to recognise David Guetta himself straight away. They don't have to search for the artists name on the cover. The cover of PopLife uses dark and outstanding colours; black, white, red and pink. Black and white aren't really colours, black is 'no colour' and white are 'all colours', but they are the complete opposite of each other. Pink and red do come quite near each other. Some might say pink is a softer colour of red. Because the background is so dark, Guetta stands out because he is wearing a white shirt. The use of light is quite special as well, is represents the night life; referring back that this kind of music is mainly played in nightclubs.

This is the cover of The Prodigy which is called Music for the Jilted Generation. The Prodigy shares the same music genre as Justice, but they tend to be more sinister; their looks and their kind of music. The CD Cover suggests this sinisterly aspect as well as it shows a head (probably) having troubles with something as it seems to be screaming. The colours used are black and white, this can be seen as elegant, depending on the way it is used. This cover suggests that is used in a sinister way, which suits the artist.

These covers show that the covers are designed to suite the artists. This puts extra pressure on the outcome of our own CD cover as we need to find something that suits Justice. We don't know them in person so we don't know anything about their characters or the way they handle things. This means that we won't be able to create something personal, but we can give our own personal touch to it as we make our OWN music video to it. It therefore needs to be a mixture of our knowledge about Justice and our own characters that we put in the music video.

Schedule

We are planning to start filming on a Monday after school. After school should be the best time as the scenes are mostly set at school and everyone is already at school thus available. Some people are boarders and stay over during weekdays but some people need to take the bus home, which leaves at 17:30. School ends 15.35, this means we have got about an hour and 45 minutes to film each days. This is very limited but it means we have to plan everything very well and should hold on to that schedule.

Monday.

15.35 School ends

15.45 Meet up in the gym

15.50 Show everyone where to sit/stand etc.

16.00 Start filming:

This should take about 15 minutes; taking into account things can go wrong and need to be re-filmed: Full body shot: Thin man walks through the doors of the gym and sees a (medium shot/eye level) couple of muscular guys and (close up) has a frightened looks on his face.

This should take about 15 minutes as well. Again taking into account things can go wrong and need to be re-filmed: (over-the-shoulder shot) He signs himself up for a membership (close up of him holding pen and writing). He sees a couple of names (extreme close-up of names) on the list and later on meets these people in a dancing class (extreme long shot showing people dancing in gym/high angle)

This should take about 5 minutes: (Close-up)Several people of all ages are shown, some with acne, glasses etc.

This should take about 15 minutes: (Full body shot/low angle) Dance class is doing their routine and claps to the music. Thin man can’t keep up with the pace and claps at the wrong time.

This should take about 10 minutes: (long shot develops into medium shot/eye level) When thin man tries to chat up one of the girls they are just looking at him as if they are disgusted and walk off.

After this all we have got 15 minutes left. We don’t want to plan anything for this time just so we can play with it a bit. We might need those extra 15 minutes to re-film stuff or do things differently (taking shots from different angles or changing shots slightly).

Actors needed for these shots:

Thin man:

Paris Mudan

Muscular men:

Ollie Stokes

Harry Curtis

Tobias Redman

Members in the dance class:

Rhianna Sheridan

Molly Botelho

Charlie

Elisabeth Harris

Ria Smith

(Paris Included)

Pretty Girls:

Ria Smith

Hannah Stout

Filming

Equipment:

When filming our music video we will be using two cameras, one for Alicia and Matt. This will allow us to capture the same clip from two different angles, which will save time while shooting and will help us with jumping from shot to shot during editing. The cameras we will be using are Sony HD Cameras which are very good quality which will make our music videos that much more impressive.

We shall also be using a tripod to hold the camera steady whilst filming. This should make our video seem much more professional and not look like it was shot by amateurs. We shall also be using a dolly to help us film tracking shots, firstly to follow the main characters and to show scenes that are appropriate to the lyrics. He may also be using a crane so that we can see some high angle shots of the gym and sports hall where we we will be filming. This is used to show how overwhelming the prospect that using the gym is to our main character.

Mise-en-scene

As can be seen in the photo's we have taken previously we are going to use several gym elements: equipment.

Clothing will be different for every single setting. In the gym it is obvious that the characters are required to wear sporty clothing, maybe even brand clothes, such as Puma, Donnay, Adidas etc. Sporty clothes are clothes that are very comfortable to wear and easy to move in. Most of the time they are made out of stretchy fabrics.

Donnay, Puma and Adidas.

The house party requires the characters to wear pretty clothes. Clothes you would wear to a party literally. The girls can wear dresses or pretty tops, and the men can wear eye-catching t-shirts and trousers. Make-up and hair are essential, everything has to look good. The gym mostly as seen as a place where it doesn't matter what you look like, this makes it easier to emphasis the different between a gym and a house party because we can easily change and add make-up and hairstyles.

The lighting for these settings will be different as well. People will work out during the day so it is obvious that there will be a natural light. Parties are mainly thrown during the evening/night when it is dark. It stands for itself that the setting has to be dark, or at least filmed in the evening when it is darker.

Exisiting Video Analysis

In order to make our own music video of "DVNO" by Justice we were required to look at some of their existing videos. These two videos are very different from one another and this will help provide us with ideas of what to use in our videos.



Shot Type:

In this video many shot types are used. These shots are usually mid shots showing a vast group of people of close ups showing action that matches the music, such as the mock fighting. This gives the music video an edge that matches the music in the video and the video's theme itself.

Editing:

The song title "Stress" is accurately portrayed in this video through the use of violence with violent sounding music. A variety of take length is also used in this video which the video can contrast well against each other, and the video is editied to show only what the producer wants you to see.

Angle:

The angles that are used also help to show violence. We are usually looking up at the men in leather jackets which helps to show them as authorative and in power. Also the camera is always focusing on the gang members and the reactions they crete to others. This shows the group to be in control and much more menacing.

Mise-en-scene:

The video is set in the streets of France where the band Justice come from. The gang in the video move from public areas to abandoned The album which the song comes, "Cross", emblum is on the back of the leather jackets that are worn by many members of what seems to be a gang in the video. The yellow of the cross is the prominent colour imitating the album cover. This is peculiar because the cross symbolizes religion which discourages violence. The gang on the other hand are violent towards many of the people they meet whilst walking around the town or city that they are in. This represents the gang as more organised and threatening. This conforms to the stereotype of gang culture in youths. However the gang is without women in it at all, which conforms to the stereotype of women not being evolved in gang activity. All people in the gang are young, in the age demographic of 15-24. this helps to reinforce the stereotype of young people as gang members with a gang culture. The lighting in the music video is usually quite bright as most of the clips are shot outside, however sometimes when the camera is used inside the lighting is darker. This can help to create a feeling of foreboding amoung a viewer as they may be worried about what the gang are going to do next.

Sound:

In this song there is no singing, only sound which is completely different to the songs that we have heard from Justice so far. The video compliments this by having digetic sound over the song in parts of the video which makes the video seem more realistic.

Location

Sign indicating where the sports hall is (gym as well).

Entrance of the gym/sports hall

Gym from the inside:

Including weights:

Scripting

First Refrain:

Medium (knees up) shot/High angle (camera positioned just above the man’s head). Thin man has positioned himself in front of a mirror to look at his arms and body realizing he is too thin and needs some muscles.

Song: ‘When I can’t come in’.

Medium (waste up) shot/Eye level. Flashback: Thin man can’t get into a club while other handsome, muscular men can.

Full body shot: He walks through the doors of the gym and sees a (medium shot/eye level) couple of muscular guys and (close up) has a frightened looks on his face.

Song: ‘it is all about membership’.

(over-the-shoulder shot) He signs himself up for a membership (close up of him holding pen and writing). He sees a couple of names (extreme close-up of names) on the list and later on meets these people in a dancing class (extreme long shot showing people dancing in gym/high angle)

Song: ‘Hey, for you young and old’ & ‘Ugly boys and girls’.

(Close-up)Several people of all ages are shown, some with acne, glasses etc.

Song: And make you clap to this’.

(Full body shot/low angle)Dance class is doing their routine and claps to the music. Thin man can’t keep up with the pace and claps at the wrong time.

Song: ‘I just don’t need that trip’.

1^st Chorus

Thin man decides dancing is nothing for him and he goes to a different section of the gym. (Close-up of DVNO)While wearing a white t-shirt with DVNO printed in golden letters on is he is making a lot (full body shot/tilts: vertically scans the scene) of effort to push himself up, (medium shot/birds-eye-view shot) doing weights, (full body shot) doing sit-ups etc. (Medium shot/high angle) Eventually he starts to sweat and wipes the sweat of his forehead with a towel. This all happens while different shots of the muscular guys are shown doing the same thing as he is but then more intense and without ‘any’ effort.

2^nd chorus

Song: ‘No need to ask my name’.

(long shot develops into medium shot/eye level) When thin man tries to chat up one of the girls they are just looking at him as if they are disgusted and walk off.

Second Chorus:

Song: ‘Cause details make the girls sweat even more’.

(Close-up girls faces, one close-up of muscular man exercising, one long shot/bird's-eye-view showing several muscular men exercising) Several pretty girls are watching the muscular man and can’t help to start daydreaming.

Before 2^nd refrain:

Medium (knees up) shot/High angle (camera positioned just above the man’s head). Man goes home and looks at himself again in the mirror with an unsatisfied look in his face. (several shots and angles of him getting ready; brushing teeth, putting on pajama's etc.)He goes to bed and the next morning he wakes up and can’t get out of his bed because all his muscles hurt.

Song: ‘Ladies are all waxed’

(Three shot/eye level)Girls are chatting and flirting with a very handsome man who is sitting behind the till. (full body shot of thin man, close-up of girls' faces) When thin man shows up they leave with an arrogant face.

3^rd + 4^th chorus:

(Several types of shots and angles) Thin man goes to the gym again and starts exercising using the rowing machines. Again he makes a lot of effort and starts sweating, wiping the sweat of his forehead. This is shown while other muscular men are shown as well using the rowing machines without having to make a lot of effort.

Last refrains:

(Everything shown in slow-motion), flashbacks of him exercising using several machines, doing weights, him standing in front of the mirror. etc.

Slap bass solo:

(medium shot/high angle) ‘Thin’ man goes to a house party and surprisingly gets in, (Shown in several shots - long shot, medium shot, close-up/high angle, eye-level, low angle etc.) all the girls are only interested in him and they surround him, muscular men are sitting in corners of the room just looking at him. (Camera spinning around character) Thin man goes absolutely crazy, dances his lungs out, drinks a lot. (Close-up of face when 'thin' man wakes up, medium shot of him lying in bed with pretty girls) Eventually he wakes up the next morning in a bed with two pretty girls and smiles at the camera.

Initial idea

When we first listened to the song we started discussing how we could make a music video to it. The lyrics don't show very obviously what it is about, which means it could be about everything.

We thought about making a music video showing a house party or a club. Then again, we thought this would be a bit cliche because dance/electronic music is always linked in with these kind of activities. Other ideas that passed our minds were a Street Scene and Ballroom Dancing. Both those ideas didn't feel right. It didn't take long before we thought of exercising in a gym. Some lines of the lyrics fitted perfectly with this idea, such as 'It's all 'bout membership' and 'While they are shaking their belts'.

Click on the image to enlarge it.

There was only one slight problem: How would we be able to get into a real gym and shoot our music video there with permission (as we wouldn't think we could get permission). Our school, Reed's school, provides enough facilities to shoot our video there. Permission is easy to get as it is for a compulsory project and we can take our time, and come and go as often as we need, incase of re-shots or when we have to do things differently.

Performers are easily accessable aswell. There are about 500-600 pupils in this school so we can ask a couple of our friends and maybe some people from outside school wether they want to take part in our video.

We would preferably use friends as they would be keen to help us in any way. The main character is supposed to be a skinny man, that is what the video is all about. Therefore we are forced to look at friends/people that are on the skinny side. To put emphasis on the skinny guy we need several muscly men as well, which is the opposite of the skinny guy. Preferably people with wide shoulders and muscly arms, because that is easy to show. A Six pack isn't required as we don't expect people to appear half 'naked' in our music video. We also need some pretty girls.

For the dance class section we need people from all ages etc. We could mix some pupils with parents. We could ask them to bring in some glasses for the nerdy look, with a red pen or felt-tip we can draw some zits on peoples faces, because we don't want to have people in our music video with real acne (as we would find that a bit harsh because we don't want to make fun of them).

Main character:

Paris Mudan as Thin man

People in dance class:

Ollie Stokes

Andy Billman

Simon Baker

Chris Trotman

Nick Hayes

Rhiana

Molly Botelho

Charlie

Elisabeth Harris

Pretty Girls

Elisabeth Harris

Hannah Stout

Helen Major

Bethany Leslie

Security Guard:

Rik Bogers

Strong Guys:

Harry Curtis

George Crabb

Ben Talaga

Fraser Branon

James Rutter

People houseparty:

Rik Bogers

Harry Curtis

George Crabb

Ben Talaga

Fraser Branon

James Rutter

Simon Baker

Chris Trotman

Andy Billman

Paris Mudan

Ollie Stokes

Elisabeth Harris

Hannah Stout

Helen Major

Bethany Leslie

Rhianna

Molly Botelho

Charlie

For our CD cover and magazine we would like to take some images from the music video and use Photoshop, Illustrator and maybe InDesign to make it look authentic. Matt has done Photography for his AS year. Alicia finished her AS year Graphics and is carrying on with Graphics for A2 at the moment. Both skills are required to make perfect advertisements and outstanding CD covers. Alicia mainly feels that you need to have the basic (which in our case are the images of the video clip) and the rest comes later in the process. 'I feel that the best work exists out of experimenting and developing your work, which means you can't say beforehand what it will look like or what you are exactly going to do'.

Questionnaire

Click on the images to enlarge them

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How Old Are You?

1 15-24

2 15-24

3 15-24

4 15-24

5 15-24

6 15-24

7 15-24

8 15-24

9 15-24

10 15-24

11 15-24

12 15-24

13 15-24

14 15-24

15 15-24

16 15-24

17 25-35

18 35-55

19 35-55

20 55+

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Gender?

1 Male

2 Male

3 Female

4 Male

5 Male

6 Male

7 Male

8 Female

9 Female

10 Male

11 Female

12 Male

13 Male

14 Female

15 Male

16 Female

17 Female

18 Female

19 Female

20 Female

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What genre of music video do you most like to watch?

1 Dance/Electronic

2 Rock/Alternative

3 Rock/Alternative

4 Rock/Alternative

5 Metal

6 Pop

7 R&B

8 Rock/Alternative

9 R&B

10 Rock/Alternative

11 Dance/Electronic

12 Dance/Electronic

13 Pop

14 Rock/Alternative

15 Rock/Alternative

16 R&B

17 Pop

18 Pop

19 Pop

20 N/A

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Are you familiar with dance/electronic music artists such as "The Prodigy", "Daft Punk, "Davud Guetta" etc?

1 Yes

2 Yes

3 Yes

4 Yes

5 Yes

6 No

7 Yes

8 Yes

9 Yes

10 Yes

11 Yes

12 Yes

13 Yes

14 Yes

15 Yes

16 Yes

17 Yes

18 No

19 No

20 No

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Do you enjoy listening to dance/electronic songs?

1 Yes

2 No

3 Sometimes

4 Yes

5 No

6 No

7 Yes

8 Yes

9 Yes

10 Yes

11 Yes

12 Yes

13 Yes

14 Yes

15 No

16 No

17 Yes

18 No

19 Yes

20 N/A

†

This is the cover of Justice's first album 'Cross', which was produced in 2007 and released on the 11th of June 2007. It was nominated for Best Electronic/dance album in 2008. The idea behind this album cover was to promote the artists intentions and work.

Track list of this album:

1. 'Genesis' - 3:54

2. 'Let There Be Light' - 4:55

3. 'D.A.N.C.E.' - 4:02

4. 'Newjack' - 3:36

5. 'Phantom' - 4:22

6. 'Phantom Pt. II' - 3:20

7. 'Valentine' - 2:56

8. 'Tthhee Ppaarrttyy' (featuring Uffie) - 3:46

9. 'DVNO' (featuring Mehdi Pinson) - 3:56

10. 'Stress' - 4:58

11. 'Waters of Nazereth' - 4:25

12. 'One Minute to Midnight' - 3:40

Bonus Track

13. 'D.A.N.C.E.' (rehearsal version) - 4:29

This CD cover is very minimalistic. The cross is used as their logo. A cross on its own is a very strong symbol and we personally think they used this symbol very effectively on the album. The only thing you can see is the cross, and nothing else, which means you can't get 'around' the album; your attention is drawn towards it. The most important thing is: it is the key to recognition.

The album cover differs from the cover of the single DVNO. Even though the same colours are used; black and gold/yellow, which suggests that both CD covers are connected to each other, other images are portrayed. The DVNO cover doesn't show their symbol, but their name and the title of the song. The cover matches their song as 'DVNO, four capital letters, printed in gold' is sung several times in the chorus.

Electronic Dance Music (EDM)

The genre we are looking at is electronic dance music (EDM). We chose the band Justice and one of their songs ‘DVNO’ because we both like the song and we feel that we can be creative using this style of music in a music video. Artists within the genre include ‘The Chemical Brothers’, ‘The Prodigy’, ‘Daft Punk’, ‘Basement Jaxx’, Tijs Verwest (aka Tiësto), Armin van Buuren, David Guetta etc.

'Daft Punk' and 'David Guetta'

This music is commonly found in nightclubs because of its lively sound. One of the main reasons it is played in nightclubs is because it was influenced by 1970’s disco music. This was immensely popular in clubs at the time and now in the 2000’s dance music is now popular. Night clubs are seen as a huge entertainment venue to dance and drink after midnight. Unlike pubs and bars, nightclubs are provided with a dancefloor and a DJ, who plays recorded songs through a strong PA system to keep clubbers dancing all night.

'Life' in a nightclub

We chose this song due to dance music’s large popularity with our target audience, which have the age demographic (15-24). This means we will be producing for a mass audience (a very large group) rather than a niche audience (a more specific and smaller group).

Justice's music appeals to everyone, their genre of music arised from disco music, which at first was more popular with the African American homosexuals. Later on it was picked up by the more predominantly white gay clubs in New York. While evolving into other genres it was eventually picked up by heterosexuals and homosexuals of all ethnicities. We feel that Justices genre of music can be appreciated by both genders because of the nightclub scene promoting these genres of music. Both genders go to nightclubs and therefore are both exposed to their type of music.

These psychographics are based on the National Readership Survey's socio-economic grades:

A: Higher Managerial, administrative or professional - doctors, sollicitors.

B: Intermediate managerial, administrative or professional - bank managers, teachers.

C1: Supervisory or clerical, junior managerial, administrative or professional - 'white collar' office and bank staff.

C2: Skilled manual workers - plumbers, builders.

D: Semi-skilled and unskilled manual workers.

E: Casual labourers, unemployed, on state benefits.

However, there are problems with these categories especially because of our age demographic (target audience 15-24). From this survey it is difficult to see how much money people make or spend. This means that the 15-24 age demographic will find it hard to be categorised into one of these groups because not many 15-24 year olds are employed full-time so they would automatically classed as group E. We feel that Justice's music isn't aimed at this group E and feel that the music is aimed at group C1-E as we experience that most 15-24 year olds fall into these class bounderies.

The 4Cs: Cross Cultural Consumer Characterisation

Resigned	Rigid, strict, authoritarian and chauvinist values, oriented to the past and to Resigned roles. Brand choice stresses safety, familiarity and economy. (Older).
Struggler	Alienated, Struggler, disorganised – with few resources apart from physical/mechanical skills (e.g. car repair). Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation.
Mainstreamer	Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big well-known value for money ‘family’ brands. Almost invariably the largest 4Cs group.
Aspirer	Materialistic, acquisitive, affiliative, oriented to extrinsics… image, appearance, charisma, persona and fashion. Attractive packaging more important than quality of contents. (Younger, clerical/sales type occupation)
Succeeder	Strong goal orientation, confidence, work ethic, organisation… Support status quo, stability. Brand choice based on reward, prestige – the very best. Also attracted to ‘caring’ and protective brands… Stress relief. (Top management).
Explorer	Energy – autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect – the first to try new brands. (Younger – student)
Reformer	Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but intolerant of bad taste. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity, small is beautiful.(Highier education)

We hope that they can enjoy the music just as much as the video clip we want to create.

Most instruments used within this genre are mimicked, which means no traditional instruments are used and the sound is synthetic. This gives the DJ a large option of sound mixes, which he can have at his/her disposal.

Dance music can be linked to many other ‘electrical’ genres as well as disco from the 70’s, these include techno, house, trance, electro, breakbeat, drum and bass. All these genres promote dancing.

Musical Genre

Elegia - The essence of it

The band Elegia and Justice have a lot in common, they make music which have the same genre, and if you compare this video with the video of DVNO you will notice they both use typography to establish feeling/ideas etc.

We got this video of Audiotube which is an equivalent website to Youtube, no doubt this video will be on Youtube as well. Audiotube was founded in 2006 by Karsten Becker and Scott deMercado and it was launched in 2007. Just like Youtube, it is a community website and it's purpose is to give audience the opportunity to watch and share music video's. Youtube on the other hand was created in 2005 by three former PayPal employees. Now a days it is used by Google as a subsidiary.

Typography is a technique used in visual art that arranges text in front or over the top of a media text to help establish the lyrics or meanings of an issue or topic. When using typography you have to think about several aspects such as; point sizes, typefaces, line lengths etc. The way these are conveyed can give across different meanings and influence the emotions of a viewer for example; colour can evoke different emotions e.g. blue mainly stand for calmness whilst red stands for anger. Typography is in use by several artists, typesetters, compositors, typographers, graphic designers etc.

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In contemporary use, the practice and study of typography is very broad, covering all aspects of letter design and application. These include:

• typesetting and type design
• handwriting and calligraphy
• graffiti
• inscriptional and architectural lettering
• poster design and other large scale lettering such as signage and billboards
• business communications and promotional collateral
• advertising
• wordmarks and typographic logos (logotypes)
• apparel (clothing)
• labels on maps
• vehicle instrument panels
• kinetic typography in motion picture films and television
• as a component of industrial design—type on household appliances, pens and wristwatches, for example
• as a component in modern poetry (see, for example, the poetry of E. E. Cummings)

However, even though both Both Justice's video and Elegia's video have typographical aspects, they don't really have a story line and they definitely don't offer complex fragments. Justice's video shows images in linear order as words are shown across the screen that belong to the lyrics, while in Elegia's video a shot of a long duration is shown and the words appear on the screen.

Sportsday Megaphone - Meet in the Middle

This video commissioned for Sportdays Megaphone uses cartoon images, which is seen as a visual art. The modern meaning of cartoons conveys more humorous aspects. Justice's video D.A.N.C.E. uses a range of cartoon images as well. Two people are walking around in a clip without showing their heads. Cartoon images are appearing on their t-shirt and a sequence is created.

Both Sportsday Megaphone's and Justice's D.A.N.C.E. video offer a story line. The fragments shown aren't very realistic (e.g. Sportsday Megaphone's video at 1 min and 16 seconds shows hair products flying out of a door opening, Justice's D.A.N.C.E. video shows drawings on t-shirts that appear and disappear through the course of the video).

Image out of the video Justice - D.A.N.C.E.

Krafty Kuts - Bass Phenomenon

Krafty Kuts is an English electronic music, dance music and breakbeat producer and DJ at the same time. His real name is Martin Reeve and his debut album was released in 2006 and was called 'Freakshow'. 'Against the Grain' is his own record-label that he launched recently.

This music video has got several elements in it that is used in Justice's video music 'Around the World' as well. Both contain choreography and a strong use of colour. This video shows how how you can keep the props and setting simple and make the video interesting by cutting it, using loads of different shot types and angles, but also special effects. There isn't a very long story-line that needs to be made clear in this video, it is simple; dark background, clothes are green, red and white (two colours that are the opposite of each other but are still eye-catching and one neutral colour), lights are used to put emphasis on the person who is dancing/singing etc.

For our video we wouldn't be able to use the same techniques; cutting almost every second, because the story-line of our music video wouldn't be clear. It would just change in a blur.