Monday 24th July - A2 lesson

1. To discuss institutions and how
to research them
Think back to G321
Ways to distribute a media product
are?

2. To discuss institutions and how to
research them
• What will be the purpose and function of your
music video?
• How do institutions target specific audiences?
How could a particular institution eg youtube
help you to target your TA? Look online at the
figures
• Consider: music television, online, viral, sales
promotions, cross media promotions
compilations, cd’s apps, synergy between he
music video and digipak and any adverts/posters.

3. To discuss institutions and how to
research them

4. To discuss institutions and how to
research them
• •User Percentage by Age 18-24 – 11%, 25-34 –
23%, 35-44 – 26%, 45-54 – 16%, 50-64 – 8%,
65+ – 3%, unknown age – 14%.
• https://fortunelords.com/youtube-statistics/

5. To discuss institutions and how to
research them
• Institution research is required for the:
• Music video
• The digipak
• The advert in a magazine
• So not only will you have to research
platforms that produce and distribute music
video but also those that publish and
distribute print media.

6. To discuss institutions and how to
research them
• Structure of the UK music industry – How? What did you
find out about music channels? Which audience is
targeted? Genre? Any promotions?
• Who owns what? How? Compare websites of two record
labels – ownership/ control/ independent/ mainstream/
niche. You will need to create your own record label. YOU
will be a media producer and have your own institution.
• Exhibition and distributions: marketing campaigns/ covers/
digipaks/ radio/ print/ TV/ Cinema/ interviews/ guest
appearances/ Music awards?
• Recent technologies: impact/ band and record label
websites

7. To discuss institutions and how to
research them
• How do you research an institution?
• No copy and paste. If you copy and paste
facts/ figures etc – you need to say so or use
quotation marks around the sentences you
copied.
• You must explain in your own words
• You need screen captures.

8. David Hesmondhalgh
• Cultural industry theory
• http://www.bbc.co.uk/programmes/b03q9q2n
• Why Music Matters: David Hesmondhalgh,
Professor of Music and Media Industries,
examines the role of music in our lives and the
ways in which it enriches people and society,
or fails to do so.
• Listen and make notes. It would be good to
quote Hesmondhalgh in your research post.

9. David Hesmondhalgh
• “Critical political economy approaches to culture are often
misunderstood, simplified or dismissed. Because such approaches
are so heavily critical of media and cultural corporations and their
allies in government, it is no surprise that many who work in media
institutions might be dismissive or hostile.”
• When researching an institution like itunes or youtube, you need to
find out who owns the institution, target markets, sales figures etc.
How powerful are they? Who is their biggest competitor? Have
they had to change their distribution techniques? Do they offer
cross media products or just music? How do people download or
consume their products?
• You will have to research data and statistics. EG- How many of
which age group and gender bought music from itunes in 2016?

10. To discuss music video research: Carol
Vernallis
• Use this prezi presentation to aid research.
• http://prezi.com/6227k8tanx43/carol-vernallis-analysis/
• Prezi is fantastic for your audience research.
4 concepts:
• Narrative
• Editing
• Camera movement and framing
• Diegesis- language and action and communication of
meaning to audience – link to Goodwin visuals match lyrics

11. The marks
• Research and planning = 20
• Construction = 40
• Ancillary tasks = digipak- 10 magazine advert
for the digipak - 10
• Evaluation = 20
• Use the evaluation questions and keep making
journal entries so you are ready!

12. Institutional power and control
• What classification would your product be
allocated? Where do you go now to look/ find
this? Which category does your MV fit in to?
What are the implications of this?
• Which channel would best suit your Doc? You
need to look at the types of docs on different
channels. What time would it be on?

13. The power of the internet
How will you use the internet? Can you…
• create a webpage for your MV? The star? The
group?
• Create a facebook page for your star?
• Research spotify
• Reseacrh Tubidy
• Research Soundcloud
• Research Apple music
Remember to consider How this research informs
planning.