Music Video Finished

Webpage Hosting

I have uploaded my webpage to a free hosting site.
The url is : http://antiflaghomepage.x10hosting.com/webpage.htm (must be opened using internet explorer)

The black bar at he top of the page is a GIF file that plays once when the page is opened, to see it again you need to refresh the page

Digipak Finished

Here is my finished digipak net. The front is at the bottom-right, the back the bottom middle and the others fold down into flaps that would fold out when opened

Digipak Template

In order to design the digipak, I have downloaded a template upon which to design it.


So far I have completed the front cover, the back panel and the spine.


Front



Back

Redraft Filming Results

The results from filming according to my corrections have been a lot better. Based on the premise that there will be no more major modifications to my storyboard, I have drawn up a production schedule for my filming which should, subject to actor availability and weather conditions, allow me to plan out my filming.
(this schedule was drawn up on the 14th December)


Ralph- Lead Singer
Saul- Drummer
Gavin- Bassist
Me- Guitarist


SHOOT DATE TIME LOCATION PEOPLE PROPS
Ralph 19th Dec 17:00-21:00 Studio Ralph Microphone
Mic Stand

Saul 8th Jan 18:00-21:30 Studio Saul Drumkit

Clown 28th Jan 09:30-12:00 Playground Me Clown Outfit

Me 9th Feb 17:00-20:00 Studio Me Guitar
Microphone
Mic Stand

Gavin 21st Feb 18:30-21:00 Studio Gavin Bass Guitar

Initial Filming Results

After going out for a first shoot, the results are not as promising as I had initially hoped. There are a few issues with the setting for the band shots appearing too cluttered, looking more like a bedroom than a studio.
There was also an issue with the singer finding it awkward to play guitar and sing at the same time, as it weighed him down quite a lot and drastically reduced his ability to move. In addition to this, the bassist found it difficult to supply backing vocals in time with the music.

It also appears that the multiple locations for the footage of the clown will be too confusing, as it makes it difficult to build up a sense of continuity with continuously changing locations.

Therefore I have decided to redo the storyboard with three main goals in mind :

• Break the band shots up so that each member is filmed individually. This will make the shots appear less cluttered, allow me to use the space more effectively and make it much easier to film, only requiring one person at a time rather than three.
• Add a fourth member to the band, to be playing guitar and performing backing vocals in order to make things easier for the lead singer and bassist. This will mean a brief modification of my plan for the website.
• Reduce the number of locations for the clown shots, so that I can build up a sense of continuity and be able to use the locations creatively for the filming (especially the playground)

My second redrafted storyboard is below

Website Layout Plan

Below is a rough outline for the website homepage for the band.

This page features a navigation bar, as well as news, campaigns and upcoming shows. It also features a link to a-f records, the label.

DVD Cover Plan

For my DVD cover I have decided to do it as a digipak.

http://en.wikipedia.org/wiki/Digipak

This would effectively be the release of the album, with the music video on the album disc.

Below is my plan for the front cover of the Digipak.




I have selected "What passing bells" as the title for the CD cover, a reference to the opening lines of "Anthem for the doomed youth", the famous poem about the pointless slaughter during the First World War. The CD cover will be a photograph of a man in front of an industrial backdrop, with a paper bag over his head. This illustrates the callous way in which people's lives are viewed by the wealthy, as millions die of starvation and other diseases of poverty whilst a few people make massive profits. The paper bag represents the dehumanised view of those who do indeed "die as cattle", as part of the quest for profit, whilst the industrial backdrop makes it clear that it's not just in war that lives are tossed away. The background also shows the massively imposing size and power of the industrial giant compared to those that die to feed it.

Revised Storyboard

After considering the timings for my music video, I've cut out some of the shots in order for the timings to work better together.

Recce Shots

With my initial storyboard done, I have gone out and taken some recce shots of my proposed filming locations.

Studio


McDonalds Sign



Park


Playground

Initial Storyboard

I have drawn up an initial storyboard for my music video. I drew it out on post-it notes, scanned them into my computer and placed them along to the song to gain a rough idea of timing.

Orange background- band shot
Yellow background- clown shot
Purple background- title

Music Video Outline

After considering the lyrics of the song, and the results of my research, I have made a decision as to what to do for my music video.

My plan for the theme is to base it around McDonalds, investigating and revealing some of their less tasteful sides. Although the lyrics of "Turncoat" are directed at the Bush administration, I feel that McDonalds is an adequate theme for the music video in three respects. Firstly McDonalds is globally recognised as a symbol of American commercial power, a situation of economic domination that is in part maintained by US military actions in developing nations. If the US government is indeed, as many would claim, an element of the "corporatocracy", a ruling elite of wealthy business owners, then McDonalds would be the ideal representation of this.

The second reason for focusing upon McDonalds is that, in the UK and across the world, it is presented as a friendly, fun place, especially for children (at whom over 50% of McDonalds advertising is directed)and this carefully manifactured image is one that would be particularly shocking to break.

Thirdly, following along the theme of unpicking McDonalds public image, is that of their mascot, Ronald McDonald. Due to the proliferation of horror fiction, and their grotesque image, clowns are very often associated with the macabre, and it would not be too difficult to turn the idea of the friendly McDonalds clown to a sinister predator, similar to the perception and the truth of the corporation. Use of the "evil clown" theme would allow some interesting visual themes for the music video.


My initial concept for the music video is that it will consist of two types of footage, one of the band performing in a studio, and one of the clown to humourously represent his nefarious deeds. These two types of footage would be linked by titles giving information about McDonalds (similar to the video for This is the end). The shots of the clown will aim to visually represent and parody the actions of McDonalds as a corporation.

Planning- Lyrics Analysis

Before I begin to storyboard ideas for my music video, I will first analyse the lyrics of the song "Turncoat" in order to understand the meaning behind the song.

Turncoat Lyrics Analysis

TURNCOAT!
KILLER!
LIAR!
THIEF!
Criminal with protection of the law!

Go!

States lies dressed up as evening news!
We're tired of lies we want the truth!
Broadcast by corpses courting you!
We're tired of lies we want the truth!
Most people they will never know!
We're tired of lies we want the truth!
With your or against you?
Then I am against you because you're a...

TURNCOAT! KILLER! LIAR! THIEF!
Criminal with protection of the law

TURNCOAT! KILLER! LIAR! THIEF!
Criminal with protection of the law

In your corner
Makes me wanna oh
Douse myself in gasoline!
Civil servants fall in line for you
Too brainwashed to see the truth
You use anyone you can! woah oh, woah oh, woah oh

TURNCOAT! KILLER! LIAR! THIEF!
Criminal with protection of the law

TURNCOAT! KILLER! LIAR! THIEF!
Criminal with protection of the

KILLER!

LIAR!

A TURNCOAT! and a THIEF!

Criminal with protection of the law! The law!
Criminal with protection of the law!

“Turncoat” is an derogatory term for a traitor and a scoundrel. This song appears to be about George W Bush, and his actions in government following 9/11 and the war on terror.

The first verse refers to the media in America, as spreading “State’s lies dressed up as evening news”, as the majority of the large media corporations (especially Fox News) were partisan and repeated many of the administration’s statements with little or no criticism.

“We’re tired of lies we want the truth” can refer generally to many of the former president’s allegations which proved to be untrue, like Saddam Hussein’s possession of weapons of mass destruction.

However this was also a specific phrase of the 9/11 truth movement, who want a full independent inquiry into the attacks and the release of material censored by said administration.

“With you or against you” refers to Bush’s post 9/11 speech where he claimed “You are either with us or you are with the terrorists”.

The second verse also follows this idea, referring to another of Bush’s speeches, where he intones that you are either in our corner, or the enemy one. These attempts at establishing a Jingoistic mentality are transparent and none too sophisticated.

“Civil servants fall in line for you” refers to the nearly unprecedented existence of a “solid party line” in the US government at this time, and a hard nosed policy with dissidents.

“You use anyone you can” can refer to a variety of areas, such as Bush’s contracts with and use of criminal businessmen (such as Kenneth Lay, ex-CEO of Enron) or Americas support for dictatorial nations and human rights violators (such as Saudi Arabia and Pakistan) .

Audience Conclusions

To conclude from my research on the audience, their patterns of music consumption tend to focus on listening to music through download, and then only purchasing CDs that are seen as of particularly high quality. The audience is predominantly young and male, as might be expected from the sound of the band.

In terms of what the audience like about the band, the majority of the audience like the band predominantly for their musical style, with a fair proportion of those also liking their political stance. There is a certain element who like the band just for their musical sound, as can be demonstrated by the extreme differences between certain elements of the audience. I presume that there are very few that like the band for their political stance alone, as those that do are not particularly likely to purchase the band's CDs or attend their concerts.

Audience Contradictions

Although there is a fairly widespread awareness and appreciation of the band's stance on issues among the audience, I have found two fairly extreme examples to show that this is not the case across the board.

Axis of Justice is a non-profit organization co-founded by Serj Tankian and Tom Morello. Its purpose is to bring together musicians, fans of music, and grassroots political organizations to fight for social justice together.
In a 2007 interview, Tom Morello remarked that he formed Axis of Justice with Serj Tankian after witnessing some members of the audience at Ozzfest 2002 promoting racist symbols and imagery. In an effort to promote a staunchly anti-racist and anti-fascist message, Axis of Justice allied with Anti-Racist Action shortly after its formation.[1]

http://en.wikipedia.org/wiki/Axis_of_Justice

The fact that racists/white supremacists would be present at concerts where a lot of the bands sing denouncing racial descrimination (and where a lot of the artists are of non-white ethnicity themselves) shows a fairly significant level of divergance among the audience.

U.S. military interrogators have often blasted music at detainees in Iraq, Afghanistan and Guantanamo Bay. According to the British law group Reprieve, these are among the songs they have used most frequently:

• “Enter Sandman,” Metallica.
• “Bodies,” Drowning Pool.
• “Shoot to Thrill,” AC/DC.
• “Hell’s Bells,” AC/DC.
• “I Love You,” from the “Barney and Friends” children’s TV show.
• “Born in the USA,” Bruce Springsteen.
• “Babylon,” David Gray.
• “White America,” Eminem.
• “Sesame Street,” theme song from the children’s TV show.
Other bands and artists whose music has been frequently played at U.S. detention sites: Aerosmith, Britney Spears, Christina Aguilera, Don McLean, Lil’ Kim, Limp Bizkit, Meat Loaf, Rage Against the Machine, Red Hot Chili Peppers and Tupac Shakur.

Reprieve, the human rights charity that provides legal representation for inmates at Guatanamo bay, is behind the campaign. "In the long-term, we hope raising awareness of this issue will pressurise the United Nations and the British government to uphold the treaties that ban the use of torture," said Reprieve's press officer Alex Grace. "But we also hope that the campaign will attract the attention of high-profile musicians who are willing to speak out against this incredibly horrible form of no-touch psychological torture."

One such band who have already registered their disgust are agit-prop US rockers Rage Against the Machine."I suggest they level Guantanamo Bay," began RATM's guitarist Tom Morello during a concert in San Francisco earlier this year, "but they keep one small cell and they put Bush in there ... and they blast some Rage Against the Machine." It's not the first time Morello and his group have acknowledged their distaste for the Bush administration and the war on terror. Since Rage Against the Machine's reunion in 2007, the band have taken to the stage dressed in the infamous bright orange jumpsuits and black hoods associated with Guantanamo bay prisoners.

http://www.patriotfiles.com/forum/showthread.php?t=107000

This use of music that criticises the establishment, particularly the US military-industrial complex, as a means of torture by the military shows another distinct variation of opinion among the audience, although in this case the music is most probably used due to its loud agressive sound in order to torture prisoners.

Audience Research- other musical interests

For more insight into the consumptive practices of the audience, I did some quick research on Amazon, analysing what customers who purchased scertain band CDs also tended to purchase.

Steal this album- System of a Down

System of a Down ~ System of a Down

4.8 out of 5 stars (74) £4.98

Toxicity ~ System of a Down

4.7 out of 5 stars (118) £2.98

Mezmerize ~ System Of A Down

4.6 out of 5 stars (80) £6.48

Hypnotize ~ System of a Down

3.9 out of 5 stars (44) £4.98

Elect the Dead ~ Serj Tankian

4.6 out of 5 stars (24) £10.88

Rage Against the Machine ~ Rage Against the Machine

4.8 out of 5 stars (133) £4.88

Battle of Los Angeles- Rage Against the Machine

• Rage Against the Machine ~ Rage Against the Machine

4.8 out of 5 stars (133) £4.88

Evil Empire ~ Rage Against the Machine

4.3 out of 5 stars (35) £4.98

Renegades ~ Rage Against the Machine

4.0 out of 5 stars (24) £6.98

Audioslave ~ Audioslave

4.5 out of 5 stars (101) £4.98

Songs For The Deaf ~ Queens Of The Stone Age

4.7 out of 5 stars (100) £2.98

Invaders Must Die ~ The Prodigy

4.2 out of 5 stars (141) £5.98

For Blood and Empire- Anti-Flag

The Terror State ~ Anti-Flag

4.2 out of 5 stars (13) £13.98

The Sufferer & The Witness ~ Rise Against

4.9 out of 5 stars (16) £4.98

People or the Gun ~ Anti-Flag

4.5 out of 5 stars (2) £7.98

The Bright Lights of America ~ Anti-Flag

3.0 out of 5 stars (5) £6.98

Die for the Government ~ Anti-Flag

4.8 out of 5 stars (4) £10.79

A Benefit for the Victims of Violent Crime ~ Anti-Flag

This shows a fairly consistent theme with customers purchasing work within the umbrella of "Left-wing political rock".

Audience Research- Questionnaire Results

I have collected the results from my questionnaire. The data falls into two different categories; that relating to patterns of consumption for this audience and that relating to the audience's awareness of issues present in the band's songs and music videos.

The majority of people who returned the questionnaire were male, with only 10% of the audience being female.

The Pie chart below shows the audience's most common means of consuming music. It shows that only 10% actually tend to buy CDs regularly, whereas the majority consume music through free downloads.




This pie chart shows the amount of the band's CDs owned by the audience. It demonstrates that, although using CDs as the main means of music consumption has declined, that more than half of the audience still purchase CDs. Whilst collating the data from the questionnaire, I went and interviewed some of the people who had filled in the questionnaire about their attitudes to CD purchasing. The responses seemed to show that CDs are seen as a way of commemorating affection for a certain band or album, showing that among the audience CDs are seen more as a commemorative collectors item rather than a common means of consuming music.



In terms of the audience's awareness and opinion of the band's stance on political issues, the research showed that 90% of the audience are aware that the band take a strong position on these issues. 95% of the audience also had a positive opinion of the band's music videos, which tend to be heavily political.

The pie chart below shows the proportion of the audience for whom the band's stance on issues affects their opinion of the band. Although 60% find no real change in their opinion based on the band's politics, 40 %, quite a substantial proportion, are affected by it, showing a fairly high level of audience awareness.

Audience Research- Questionnaire 2

The pilo Questionnaire was largely a success, although some were unsure of the term "consume" music, so I changed it to read "How do you get music". The revised Questionnaire is shown below

Questionnaire

Gender: Male / Female
Age: 0-10
11-20
21-30
31-40
41-50
51-60
60+
1.Do you like any of the bands listed below? (tick any that apply)
Rage Against The Machine
System of a Down
Anti-Flag

2.Of these bands, how many CDs do you own? (tick any that apply)
0
1-3
4-6
6+

3.Have you seen any of these bands music videos?
Yes
No

4.If yes, do you have a positive opinion of these videos?
Yes
No

5.Are you aware of any social or political messages in these songs/videos?
Yes
No

6.If yes, does this affect your opinion of the song/band at all?
Improves
Worsens
No Effect

7.How do you get music (tick all that apply)
CDs
Music Channels
Free downloads
Paid Downloads

8.Which of those is your most common means of getting music?



I gave the questionnaire out to 20 people, and collected the data.

Audience Research- Pilot Questionnaire

I gave the following pilot Questionnaire out to 5 people to check it's usefulness.

Questionnaire

Gender: Male / Female

Age: 0-10

11-20

21-30

31-40

41-50

51-60

60+

1. Do you like any of the bands listed below? (tick any that apply)

• Rage Against The Machine

• System of a Down

• Anti-Flag

2. Of these bands, how many CDs do you own? (tick any that apply)

• 0

• 1-3

• 4-6

• 6+

3. Have you seen any of these bands music videos?

• Yes

• No

4. If yes, do you have a positive opinion of these videos?

5. Are you aware of any socio-political messages in these songs/videos?

6. If yes, does this affect your opinion of the song/band at all?

• Improves

• Worsens

• No Effect

7. How do you consume music (tick all that apply)

• CDs

• Music Channels

• Free downloads

• Paid Downloads

8. Which of those is your most common means of consumption?

Institutional Research

I have briefly researched the record labels that Anti-Flag have been signed with.

New Red Archives
The following appears on the New Red Archives website, as a self-summary.


Other bands signed:
Badtown Boys
Corrupted Ideals
Crucial Youth
Dead Lazlo's Place
Dehumanized
Reagan Youth
Samiam
Snap-Her
Social Unrest
Squat
Ten Bright Spikes
UK Subs

Fat Wreck Chords

Fat wreck chords appears to be a more mainstream punk labelwider range of other bands signed-includes NOFX, Rise Against and Me first and the gimme gimme's.

RCA
RCA are even more mainstream that Fat Wreck Chords, as they are simply a division of SONY BMG, and seem to mostly sign pop acts such as the Backstreet Boys, Beyonce and Pink.

SIDEONEDUMMY
SIDEONEDUMMY are similar to Fat Wreck Chords in that they are a mainstream punk label- other bands include The Gaslight Anthem, Flogging Molly and The Rev Peyton's Big Damn Band.

Institutions

I sent an email to jonjoh, the public relations manager of Sideonedummy, the record label currently promoting Anti-Flag. I received no reply but here is a screenshot of the email.

Textual Analysis of Homepages

Conclusions
1. Simple layout- 3 or 4 items on homepage
2. Common colour scheme- black, white, grey, red
3. Background often layered/stylised images
4. Navigation bar at top with links to pages like band information, upcoming dates and band's media
5. Band news features
6. Banner at top conatining band's name and some images
7. Embedded music player playing recent songs

Textual Analysis of CD Covers

Conclusions

1. They have very common colour schemes- white black and grey are most commonly used
2. Fonts are either simple or use a spray painted style
3. Often the colours on the album title are the reverse of those on the band's name
4. Names tend to follow themes of criticising western capitalism/imperialism and encouraging social resistance
5. Stylised graphics are used for most of the front cover

Textual Analysis of Videos- Conclusion

1.Video is used to support and show the meaning of the song's message-wide range of issues but all ultimately stemming from the oppressive nature of modern capitalist societies
2.This is often done by using multiple types of footage to accompany that of the Band playing-whether real stock footage or fictional made for video
3.Humour is often used, particularly in intertextuality and parodying of other genres.
4.Shot taken from variety of angles and distances, although medium and medium close up are most common
5.Roughly 2/3 of shots of band focus on lead singer-often looks directly at camera
6.Shots tend to be short, with frequent cuts- average of 1.6 secs per shot.
7.Bands tend to be filmed in an isolated environment (with exception of Sleep Now in the Fire), with or without audience
8.Bands dressed casually, as reflecting the tone of the music (and a rejection of the Bourgeois idea of "smart" dress).
9.Titles are used to add statistics to the narrative, backing up the song's message with facts

Textual Analysis of Videos- One Trillion Dollars, Anti-Flag

This video's message focuses on the US military, it's actions over the world (motivated by greed) and how it targets people for recruitment.

This video uses three types of footage:

Fictional footage of a mother reading her daughter a bedtime story

Animated footage from the "book" explaining how the military are funded and operate globally to promote imperialism.

It begins with an elementary school, having waving children in front of it, before a cartoon of Donald Rumsfeld leaps onto the roof, armed with a drill, which drills into the school, and oil and money flows out of it and into the building next door; “Tanks R us” as tanks drive out of it.

It then shows the White House, and a cartoon Uncle Sam holding a pistol, whose arm stretches out over the sea, and points the gun at people wearing Arabic clothing, who have their hands held up, with a tank behind them and bodies piling up next to them.

The narrative then transfers from the storybook to the mother and daughter, as a man wearing a military uniform approaches them, holding a contract which says “Join the army. Free college education”. He gives a pen to the mother, who gives it to the daughter, who signs below where it says “Sign up now”. She signs it and the man pulls out a knife, and it is seen moving towards her chest.

The view then switches to the storybook, which now shows a cartoon of the mother, daughter and military man as he plunges the knife into the daughter's chest and pulls out her heart.

The narrative then ends with the daughter being laid down into the bed and zipped up in a body bag, upon which one notices the wooden headboard has changed to grey and now resembles a tombstone.

Use of the childlike cartoon and the stereotypical "bedtime story" seqeuence makes the end result of the child's death all the more poignant. It also represents how, in America, the military is deeply ingrained in their culture, with children exposed the its ideals repeatedly and from a very young age. On a deeper note it can also be interpreted as suggesting that the explanations for the US governments global military actions are as simplistic and ridiculous as a children's story, a simplified tale of good vs evil as opposed to the complex nature of current global issues (and the massive financial gains American corporations make from military occupations).

Mixed between this is shots of the band, performing against the backdrop of a star constructed from gstylised silhouettes of guns. The majority of shots are between medium-long shots and close ups, from a varitey of angles. The band are dressed casually, in black and white. here each individual member of the bands is presented as performing separately, rather than the whole band in shot. Again there is a focus on the lead singer, and fairly rapid cuts.

Textual Analysis of Videos- This is the End, Anti-Flag

This video has a clear about advertising creating a sense of bodily insecurity in order to make people buy products, as well as the horrifying effects of this. There is only one type of footage in the video, that of the band performing against a stylised backdrop of the White House, to a large audience.


There is no link in the band footage to the meaning of the song, this is instead provided through use of titles over black to demonstrate the statistics, followed by one saying "This is the end of ... (negative emotional state e.g. hopelessness).


The majority of shots are between medium and close up, from a veriety of angles (including several motion shots designed to appear from the perspective of a member of the audience). The band are dressed in what might be seen as a stereotypically "punk" style- wearing some smart clothes (e.g. a shirt and tie) in a casual manner, using lots of red, white and black. As there is no particular narrative beside the performance of the song, lots of rapid cuts are used to demonstrate the bands performance. An interesting element of this is that the band are not on an elevated stage but are on the same level as the audience, implying a disdain for hierarchy and an informal relationship between the band and audience.

Textual Analysis of Videos-Sleep Now in the Fire, Rage Against the Machine

This video has an overall message about the vast greed that permeates American society, as well as general ignorance among the American people. Much of the video is filmed outside the New York Stock Exchange, as the band did a live performance there in protest of wall street announcing “record profits, record lay-offs)
There are three different types of footage used in this video:

Footage of the band performing outside the New York Stock Exchange
This was filmed live, with the audience you can see. the band are again dressed casually.


Secondly there is fictional footage using humour, parodying "who wants to be a millionaire" with "who wants to be filthy f#@%ing rich".

This is used to deliver the message behind the song, as it delivers shocking facts about the inequalities of western society as well as the complete ignorance about them from much of the population. As it is drawing on the conventions of quiz shows it uses two main angles, one showing the presenter and the other the contestant, as well as some with the audience in focus.

The third type of footage used is footage of the band, presumably shot in a studio, which has been green-screened onto backgrounds demonstrating the incredibly opulent lives led by the wealthy, as well as the repressive methods used to maintain this wealth.



In the majority of these shots the band are dressed smartly, as this manner of dress is often seen to symbolic of being of a higher social class. The fact that this is overlaid with images of greed and violence reaffirms that wealth and prestige are not presented as positive attributes. Also, when people are shown in the background, they are much larger than the band, showing their position of power and also making them appear frightening and less human. The band shots are mainly focused on the singer. Most of the band shots are medium close ups.

Towards the end of the video a contestant wins the jackpot, answering "How many Americans live in poverty?" with "35 million". He is then presented with massive amounts of money, presented to him by smiling women in tight-fitting dresses, representative of the commodification of sexuality. He disgustedly hands the money back to the presenter, at which point the audience stand up and applaud, before coming down to the centre and rioting with money flying everywhere. This is an obvious analogy to a people's uprising with the intent of redistributing wealth evenly.

Overall the video uses rapid cuts, building up sequences to give a sense of the narrative whilst maintaining the fast pace of the song.