We recived the brief of having to research, plan and construct a promotional pop video designed for mass distribution, reaching a wide target audience.

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Otto Brockway

Scott- 11/01/03                                

Critical Evaluation

Advanced Production

Introduction: 

Our A/S brief differed from our A level brief and consisted of producing an opening 3-5 minute sequence of a thriller movie which proved generically authentic, with a distinct narrative structure providing an introduction context. For part of our A level course this year we were given the coursework brief consisting of researching, planning and constructing a promotional pop video for television distribution, for the release/re-release of a single from an album. Although both look into the concept of genre, our A/2 pop promo is more loosely generically defined but has to work as a marketing tool for the song.

Part One: 

We recived the brief of having to research, plan and construct a promotional pop video designed for mass distribution, reaching a wide target audience, we then had to make some important decisions regarding our band’s approach and ideologies towards dealing with certain processes. We had several constructive debates on what themes we could create for the video. We chose a band called ‘Rage Against  The Machine,’ and we picked their song ‘Killing In The Name Of’ after listening to several other bands- I felt the key to the whole group taking an active part was to decide on a song that we all liked, and due to similar music tastes we all agreed on this song. We felt that this band was good to use for our project, as they haven’t got such a strong brand identity that might restrict us in producing our own realistic version of their video, but they came across as having strong ideological and political views, for example they are very anti-war, which is a strong topic in today’s currant affairs. We realised that this video is used, as a promotional tool designed to sell CD’s and the band’s brand identity, in order to stimulate commercial sales, so creating a particular image for our band, to provide anchorage, is vital. We researched into the band’s ‘idiology’ and found that they have very strong opinions about aspects such as communism and believe in ‘Global peace.' As these ideas are relevant to what is going on with the UN, Iraq and Korea, and the possibility of world war III looms ever closer, we were able to use these ideas when thinking about the narrative in our video.

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        We needed to research into both the band’s current identity, and also to look at all aspects that surrounded the band. As we were taking on the role of an independent production company working for a record company, we had to decide which type of record company we wanted to be associated with. We decided to take on the role of an independent record company (V2 records) as they would provided us with more artistic freedom, and the boundries of what we could to were broader than if we were a major record company such as ...

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