Mcfly music video with linking digipak and tour poster

Mcfly - One For The Radio

• The lyrics are about everyone having a voice and you need to speak up to be heard. Most people do that by song lyrics and that's how some people get famous (by how good their music is). Mcfly are trying to give the message out that it doesn't matter who you are, when your songs played on the radio people are likely to sing along because you can't see who is playing. Also they are trying to say that there's a lot of pressure put on bands/singers these days due to record labels always wanting them to produce more songs and the media/paparazzi who criticise everyone and make up stories which aren't true.
• The tempo of the music is quite upbeat and fast. There is a lot of on-the-beat editing which is very effective and there are only a few shots which are edited together off-the-beat.
• The main genre of this music video is performance and there are also elements of abstract there as well. The music video is started quite cleverly, one of the band members is turning the settings up to the maximum on a big amp and plugging his guitar in, turning that up then strumming it. This establishes to the audience before the band have started singing or playing their music that they play instruments and it also hints that there will be performance elements in the music video. The mise-en-scene of the stage area is that they are using natural lighting and possibly extra artificial lighting? as they would do if they were performing to a crowd. The band are positioned - 3 at the front (2 guitarists and 1 bassist) and the drummer at the back behind the drums. The microphones used are quite old-fashioned however they do give the band a sophisticated look. Hung up in the background are two posters - they appear to be a drawing of a microphone with a mouth wide open in the middle of it - these are a clear link to the digipak of their album as there are images of these microphone mouths on most of the covers on and within it. There is a satellite dish to the right of the stage - this suggests a connection between their performance and a radio broadcast as satellites are the way radio and TV programmes etc. are broad casted all over the world.
  

Camerawork and Editing;

• The first sequence of shots is of a band member turning up all of the settings on an amp and his guitar to full and then strumming it - close ups of each part being turned up and set up and cuts between shots. This is all before the music has even started playing - it's interesting because people may wonder what he's doing or they may be intrigued at what may come if it's going to be played at full volume. The band member strums their guitar and it makes a big spark come out of the amp.
• Medium shot of the speaker/amp - doesn't take up the whole of the screen - to the right you can see Tom (one of the band members) step into the space next to the speaker.
• Dissolve into a medium shot of Tom with two other band members to the right - it looks like the rule of thirds has been used to position this shot and Tom has been made to appear larger and is closer to the camera than the other two band members because he sings the opening line to the song and the audiences attention is drawn to him.
• Cut in to a medium close up of Tom lip-syncing in front of the old-fashioned microphone.
• Cut back to a medium shot of three band members in the same rule of thirds positioning as the shot before the previous one.
• Dissolve to a medium shot of Harry (the drummer in the band) drumming.
• Dissolve to a long shot of the three band members at the front of the stage - rule of thirds seems to have been used again due to there being three sections to the shot - speaker/amp, the band members and a satellite dish - the speaker/amp takes up the most space however the audiences attention is still drawn to the band members due to one of the lead singers being in the centre of the shot frame.
• Cut to a medium shot of Dougie (bassist for the band) with his back turned - a narrow depth of field has been used as the background has been blurred which makes Dougie in the foreground stand out to the audience.
• Dissolve to a long shot of the three band members at the front of the stage.
• Dissolve to a medium shot of the drummer.
• Dissolve to a medium close up of the bassist.
• Dissolve to a long shot of the three band members at the front of the stage.
• Cut to a medium shot of two of the band members - one of which includes Tom who is lip-syncing.
• Dissolve to a long shot of the three band members at the front of the stage.
• Dissolve to a medium-close up of Tom lip-syncing.
• Cut to an extreme long shot of a man jogging in the direction of the camera.
• Cut to a medium shot of a man going to drink out of a fountain.
• Cut to a medium close up of a woman reading a newspaper.
• Cut to a long shot of the whole band - two guitarists and one bassist at the front and drummer at the back - conventional positioning of this type of band.
• Cut in to a medium-close up of Tom lip-syncing - one of the lead singers.
• Cut to a long shot of the man jogging getting struck by lightening - which was possibly created by CGI and was filmed with a green screen for the background.
• Cut to a long shot of a satillite dish which is generating electricity - green screen/CGI again?
• Cut to a medium close up of the man with electrical bolts running up and down him.
• Cut to a long shot of the whole band in the conventional postioning.
• Dissolve in to a medium close up of Tom lip-syncing into the old-fashioned microphone.
• Dissolve to a medium long shot of three band members - the two guitarists and the drummer - rule of thirds has been used - Tom stands out the most not only because he is closest to the camera but because he is in a bright green t-shirt which draws the audiences attention.
• Cut to a medium shot of Tom lip-syncing.
• Cut to a medium shot of Harry drumming.
• Cut back to a medium long shot of three band members - two guitarists and the drummer.
• Cut to a medium close up of Danny (the other guitarist) as he is lip-syncing now.
• Cut to a medium close up of Harry drumming.
• Cut to a medium close up of Danny lip-sycning.
• Cut to a medium shot of the man who was joggin and got hit by lightening - goes into a frozen-in-shock position.
• Cut to a medium close up of Danny lip-syncing into the old-fashioned microphone.
• Cut to a medium shot of Dougie with his back turned - you can see the drumes in the background.
• Cut to a medium-close up of Danny lip-syncing.
• Cut to a long shot of the whole band.
• Dissolve to a medium close up of the woman reading the newspaper - a narrow depth of field has been used - in the background is the man who was struck by lightening who is blurred at the moment and the woman is in focus however she is looking at the mand.
• Cut to a long shot of the man with his fist in the air - this compliments the lyrics.
• Cut to a medium close up of the woman reading the newspaper and her reaction to the man dancing strangely.
• Cut to a medium close up of Danny lip-syncing.
• Cut to a medium two shot of Dougie (bass) and Harry (drums).
• Cut to a close up of the man drinking from the fountain and his reaction to the man dancing strangely.
• Cut to a long shot of the man dancing.
• Cut to a medium close up of Danny lip-syncing.
• Cut to a long shot of the whole band in their conventional positions.
• Cut to a medium shot of Tom playing the guitar and jumping around.
• Cut to a close up of Dougie lip-syncing to the backing vocals.
• Cut to a long shot of the whole band in their conventional positions.
• Cut to a medum tw o shot of Danny and Tom - a narrow depth of field has been used - Danny is in focus and stands out and Tom is blurred.
• Cut to a medium close up of the man who got struck by lightening and has been dancing - he lip-syncs the last backing vocals before the chorus.
• Cut to a long shot of the whole band in theri conventional positions - jumping around.
• Cut to a medium shot of Harry drumming.
• Cut to a close up of Tom lip-syncing.
• Cut to a medium shot of the man dancing.
• The rest of the chorus has similar shot types and things in the shots.

I have researched up to about 1.12 mins of the camerawork and editing in the music video due to there being a lot of different shots used however the rest of my research into the music video was of the whole thing.


Application of Andrew Goodwin's theories to the music video for 'One for the radio';

• One of Andrew Goodwin's theories is that within music videos there are visual parallels with the tempo of the music which are directly represented in music video clips. The speed can be represented in the clips by the movement of the camera, fast editing, post production and any effect edited in by the computer. In the music video for 'One for the radio' the tempo of the music is very fast and there are parallels to this by there being very fast paced editing due to there being a variety of shots. Also the camera movement reflects the tempo of the music because the panning and zooming is quite fast when it is present.
• Andrew Goodwin suggests that the voice, the rhythm and the backing which supports them are three central elements of the arrangement of pop music videos. 'One for the radio' is edited to the beat quite precisely and in some shots they have been edited to the lyrics for example when the lyrics "we don't care" are sung and then repeated by different people there is emphasis on the lyrics. There is a conflict between vocal and rhythmic prominence because whilst the lyrics are heard there are cuts from lip-syncing to other things for example other band members playing their instruments or people dancing to the beat. This makes its hard to distinguish which element is being emphasised. However there does seem to be more emphasis to the beat than lyrics because the shots are mostly edited on the beat and in the shots that aren't edited on the beat the image presented does something to emphasise the beat for example people dancing to the beat.
  
  
  

To promote their new Album Mcfly released a free copy in the Mail on Sunday;

• The covers were made out of card however it wasn't like a digipak it was more like two pieces of card stuck together and the CD in the middle of the two. (Three ends sealed and one unsealed so you can slide the CD in and out of the card holder easily). The main colour scheme to the front and back cover to this seems to be a grey scale edit, yellow and black.
• The image on the front cover takes up the majority of the overall space which makes the image of the band stand out quite a bit - this establishes to the audience that this is Mcfly's free album. The bands name is quite large also taking up a third of the front cover - even though the image of Mcfly is in the foreground overlapping the bands name it still stands out. The background seems to be a white wall (in a grey tint) with yellow spray-painted on in editing - it also surrounds the bands name (which is in black which also has a spray-painted effect to it) this makes it stand out from the background so it establishes further (after the image) that it is Mcfly - which should attract the audience. On the bottom in the centre is the Mail on Sunday logo - to remind people that it was free with this paper.
• On the back cover it is split into 3 distinctive sections - it also has a ripped effect across the middle which splits the bottom and top up. The top has the track names in black against the same 'brick wall' background as the front cover - on the same background ('brick wall' effect) on the bottom of the back cover in three lots of *** either side of the advert is the date of when the deluxe album goes on sale and what extra products you will get if you buy it (4 new songs, 32 page booklet and bonus DVD). Also on the centre (which has a black background) there is an advertisement for Mcfly's tour - the date the tickets go on sale - which are both in white which stands out from the black background and also where they will be playing - which is in yellow which also stands out from the black background so they both will be eye-catching when people look at the track list the rest of the back cover will catch their eye so they will read through it and may be interested in it.
• This was not only a free copy for the fans but it was for anyone who buys the Mail on Sunday - Mcfly could have gained more fans by doing this and it not only promoted their new album which would soon be released but it promoted the tour and tried to ensure that a lot more people would buy their album and go to their tour after this promotional package was released.
  

Following this, a couple of months later Mcfly released a deluxe edition of the album in a Digipak form;

I have scanned the Digipak in sets of two as the audience would open it up also I have scanned the extra packaging that comes with this deluxe Digipak.

The front and back covers;

• The front cover is made up of what looks like 9 black TV's with different images in of the screens - all with a florescent green tint to them. All of the TV screens in the 4 corners appear to have sketch's/drawings of a mouth wide open at different angles - top left corner interview shot from the left - bottom right corner is the opposite angle - top right corner the whole of the image is showing and the bottom left corner only the top of the mouth is showing (the teeth, tongue, and tonsils appear to have been drawn on some of the drawings) this suggests to the audience that it is a mouth singing - possibly representing the band and their singing talent or it could represent fans singing along to Mcfly songs - it is quite a unique and abstract idea - it could also attract different types of audience due to it being eye-catching because of its uniqueness for example. Also inbetween all of these drawings are the 4 members of Mcfly - Dougie on the top row, Tom on the left hand row, Harry on the right hand row and Danny on the bottom row - all are in the centre TV screen on each row. In the centre TV screen (behind the bands name) there appears to be another mouth - it makes the pattern complete on the front cover - it isn't clear behind the band name. The band's name (Mcfly) is in the exact same font as it was on the front cover of the free copy of the album in the Mail on Sunday - 1st link established. "Mcfly" has had a glow effect added onto it after the green tint - also the album's title name "Radio:ACTIVE" has the same glow effect added to it, is on a slight tilt to make it seem more visible and eye-catching. The glow and green tint which has been added to the band's name, title of the album and TV screens which the band members are in - all suggest that they all have radio active glow to them because radio active material usually glows a florescent green colour - this would be why the whole colour scheme to the digipak is a florescent green colour - it links to the name of the album. Also the title of the album and the name of the band do glow in the dark as I discovered one night - this links to the radioactive theme again as radioactive material glows in the dark - it is another feature which makes it unique compared to other album covers.


• The spine of the Digipak has a black background - at the top there is a logo for the record company who signed them in florescent green - goes with the colour scheme and stands out. The bands name is in the same font as the front cover and is in a brighter and bolder florescent green colour - the florescent colour of it makes the bands name stand out from the black background making it eye-catching to audiences. Also the album's title is in the same font and colour as it is on the front cover - which is lighter than how the bands name is - so they compliment each other and stand out from the background.


• The back cover is 1 black TV (filling the whole of the cover) with the track listings for the CD and features on the DVD on the screen. The screens background has a florescent green background - this is the same colour as the bands name on the spine of the digipak. You could argue that the rule of thirds have been used but not with images, and with writing - each chunk of writing takes up a third on the screen horizontally. The audiences attention is drawn to the top third as it seems to be the largest chunk (only because it is the only one which has been completely filled with writing) - these are the track listings for the CD which are on a slant just as the title for the digipak and like the backcover of the free copy of the album - follows whole theme and look that they want to give and makes it more eye-catching due to it being in a different position from other albums. The centre third of the back cover is the list of features which appear on the DVD in the same font and colour as the CD track listings however these aren't slanted. Either side of the CD and DVD listings there are small lightening bolts - the connotation of these is electricity which can be associated with a number of things for example any sort of technology. This suggests that mcfly are intouch with technology and their album is a digipak which links to types of media texts together - audio in the form of what's on the CD and visual in the form of what's on the DVD. On the bottom third of the back cover it appears to be a list of who worked with Mcfly to write and produce the digipak. There is also a logo at the bottom which establishes which record company they have a contract with.

The inside covers when you have opened it up once;

• The right hand side - the image and band title is exactley the same as the arrangement and image as the front cover of the free album which was issued in the Mail on Sunday. This links the two together to establish further that this is the deluxe version of the free copy. The only difference is that the shadow behind the bands name is lime green opposed to yellow on the free albums cover. Also in the top left and right on this cover there are drawings of mouths wide open which are similar to those on the front cover. The image has a black and white effect added however it is duller than the free album cover - it may have an aged effect edited onto it as well due to there being white lines going across the image as if it was quite old. This could suggest that the free album cover is old so the audience needs to listen to the new version of that CD with extra songs on it and watch the DVD in the digipak to be up to date with them.


• The left hand side - the pouch contains a 32-page booklet as a bonus to the digipak. The images on this pouch are all a lime green colour against a white background - this makes them stand out however the colour isn't as bright as colours on the front cover because the audience would have already purchased the digipak before opening it up so it doesn't need to be as eye-catching. Two distinct objects I can make out are a lead which could be for a guitar - this establishes that within the band there are members who may play the guitar - it could even been a microphone lead to plug it into an amp which links with the open mouths, both of which could suggest the band singing or fans singing along to the lyrics of their songs. The other object is a parallelogram shape which could possibly be an amp drawn from a low-angled and slanted point of view - which would show its importance - important for gigs/tours etc. There are also 5 lightening bolts running parallel to each other - this carries on the theme from the back cover with lightening bolts which suggests electricity and with that there could be links to technology which would be one reason why they have put TV screens on the back and front covers. There is a polka dot effect going on around each object seen which fills the blank space and make the pouch look more interesting.

The inlays when you have opened the Digipak all the way out - the CD holder on the left held the CD and the one on the right held the bonus DVD;

• Both of the inlays have got a drawing/sketch of a mouth wide open - both facing the spine. This carries on the theme from the front cover and inside covers - the denotation is an old-fashioned microphone with a mouth in the centre - wide open as if it were singing - the connotation establishes further that Mcfly are a band and it could suggest that the fans will sing along to the songs when they play them. Also, surrounding each of the microphone mouths there are lightening bolts which represent electricity and technology (as it uses electricity to function). It also has the polka dot effect just as one of the inside covers does - this along with the lightening bolts and microphone/mouths carry on the theme throughout all of the digipak.

The front cover of the packaging (it comes in green aswell);

The packaging front cover is exactley the same with the images, poisitoning of images and whole feel of it as the front cover of the Digipak however it has got a red tint to it all over instead of a green tint - there is another version of Mcfly's digipak where the packaging has green tint to it and is exactley the same as the actual Digipak. - This links the packaging with the digipak and shows the producers who created the Digipak covers clearly thought of the packaging instead of just putting an image of the band on the cover and leaving it at that.

The back cover of the packaging (it comes in green aswell);The packaging back cover is exactley the same with the images, poisitoning of images (eg. lightening bolts) and whole feel of it as the front cover of the Digipak however it has got a barcode on the bottom of it at a tilted angle so the shop would be able to scan it through the till to enable the customer to pay for it. Also it has a red tint to it all over instead of a green tint - there is another version of Mcfly's digipak where the packaging has green tint to it and is exactley the same as the actual Digipak. - This links the packaging with the digipak and shows the producers who created the Digipak covers clearly thought of the packaging instead of just putting an image of the band on the cover and leaving it at that.

Mcflys Radio:active Tour 2009; Just under half of the poster is made up of tour dates and venues and the rest is made up of an image of Mcfly and then the bands name right at the top of the poster. The bands name is quite large and slanted - looks like it has been drawn and shaded in making the poster look more creative. Also the bands name is the most eye-catching aspect of the poster - this establishes to the audience who the band is which would attract fans of the band instantly. The bands name is in black against a white background which makes it stand out even more than with it just being a large font. Just below and to the right of the bands name is the title of the tour (which is the same as the digipak due to it being a tour to promote their digipak album) in a typewriter type font which looks quite unique due to the vintage look it gives. The next quarter of the poster (moving down) is filled with an image of the four Mcfly band members all dressed casually/smart-casually which suggests they are quite laid-back and may also suggest to the audience that the clothes reflect their personalities and the feel of the band which suggests further that they aren't putting on a front and being 'fake' which may be attractive to some members of an audience. The bottom half of the poster is filled with venues that Mcfly will be performing at and the dates that they will be performing on in a specific arena. All of the writing is in black so it will stand out from the white background, also the venues are in a bold font compared to the dates to make them more eye-catching so the audience will see it and find the venue which is closest to them or that they would like to travel to. the tour poster as a whole is very simple but it does do its' job and informs the target audience that Mcfly will be touring the UK and what dates they will be performing at what venues.

Between the three media products there is one obvious link. This is that there is an old-fashioned microphone which has a mouth open on it in and on each of the three products. In the music video there are two banners/posters with the image on them, on the digipak it is on the front cover several times and also inside of it, and finally on the tour poster it is next to the tour name. The connotation of this image may be the vocal talent of the band or fans singing along to Mcfly songs. This quite a unique and abstract idea which will draw the audiences attention to the product and subconsciously link the three media products together if they see all three. Also between the digipak and the music video there are links through images which represent electricity for example the lightening bolts on the digipak and someone being struck by lightening/electricity which was produced by a satellite which also could represent electricity. Finally the bands name is presented in the same font style on all of the printed media products, this makes another clear link to the audience that it's Mcfly and encourages them to buy or watch the media products.