Introduction

My name is Mario Louka and I am a media student at the Latymer School. My candidate number is 9099 and I am working with Eddie Rowe (9147) and Ignacio Flores (9049) collectively in group 2.

In order to view my work please click on the 3 labels named 'A2 Research + Planning', 'A2 Construction' and 'A2 Evaluation'.ick above to enter the website

Above is our album cover.

My Music Video

Click below for our Music Video


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Thursday 15 October 2015

R+P Post 8: Possible tracks for the single


David Guetta & Showtek - Sun Goes Down

I suggested this song as I felt it'd be a really good choice due to the fact that it had so many notable changes in pace that we could utilise for many creative ideas e.g. Build-up, drop and then break. In addition to this, the song features lyrics meaning we can add some performance shots to a music video and also that we can market the song from the singer's point of view featuring a DJ rather than the other way round. Finally, the song doesn't have an official music video, only a lyric video, meaning our ideas wouldn't be influenced by the real music video.

                               

Ummet Ozcan - Stars

Similar to the first choice, we felt this song featured notable changes in pace that we could use to put some creative ideas into our music video. However, the lead singer in this is a woman and therefore, we'd have to get someone from outside of our group to play this role which is a bit awkward as we have to schedule around it as they aren't always free at the same time as us and also haven't had the lip-sync training that we had from the prelim.


                                

Felix Jaehn - Ain't Nobody

Eddie suggested this song and although we liked the song, we didn't like the fact that it already had a music video as some of our creative ideas may have been influenced, also, the lead singer is a girl which again brings up the same issues as we had for 'Stars'. Finally, the song has a very tropical feel to it meaning that it may be hard to create a tropical music video with the constraints of weather, living in England.

R+P Post 7: Record Labels of interest

 Spinnin' Records is a Dutch, independent record label founded in 1999. They deal with EDM so are obviously a record label of large interest to our group. They have 40 sub groups showing their stature and growing relevance in the EDM market. They have a wide range of clientele featuring both bigger and small names in the past and present such as Duke Dumont, Martin Garrix and Avicii.



The Big 3
In regards to the more general trend of record labels, the music industry is dominated by 3 record labels:

  • Universal Music Group - own 34.1% of the industry
  • Sony Music Entertainment - own 22.5% of the industry
  • Warner Music Group - own 16.7% of the industry
Between them, the companies take in 89% of global music sales representing a huge amount of the market.

These conglomerates also receive the majority of the profits as demonstrated by this post tax profit breakdown.

R+P Post 6: Current trends in popular music

The breakdown of UK singles sales
Currently, Pop is still the biggest genre in music followed by Rock and then Dance (mainly EDM). Whilst Rock and Pop have been the 2 biggest genres for quite some time, EDM is on the rise with a 37% overall market revenue growth in 2013 and an industry worth $6.9Bn.

An article on the rise of EDM



UK top 15 



UK Dance top 10
The UK's top 15 songs has 3 songs under the genre of EDM and another 3 which feature an EDM sub genre. The charts are saturated with pop songs, there is also a clear lack of rock songs in the charts.

As seen in the top 10 of Dance singles, there are some notable tracks, all of which have had a strong radio presence.

R+P Post 5: The kind of video I would like to make

I'd like to create a video with simple but visually appealing background and effects, possibly on the topic of colour with a range of coloured backdrops and probable use of UV paints somewhere within our music video. I'd like to focus mainly on narrative with some possible performance shots integrated into the actual narrative.

The Black Eyed Peas - I Gotta Feeling
The really effective use of UV paint between 3.00-3.45 is something that we will certainly consider replicating as it looks really good on camera.

Drake - Hotline Bling 
The use of coloured backgrounds creates a really eye-catching effect with pastel colours making the video stand out from the screen. This can particularly been seen with the backgrounds between 1.15 and 1.35

Jake Miller - Rumors
The continuous effect is again very eye-catching and something that we could use as transitions within our real music video.


R+P Post 4: Audience groups of interest

The first audience of interest are festival goers and fans of the EDM genre. EDM is the fastest growing genre in music, this audience provides a large basis on which to target a product. With vast amounts of EDM being showcased at festivals too, this makes the festival goers particularly relevant to who we would market at. Certain festivals such as Tomorrowland are dedicated to EDM and this would a great place to showcase our artist.

EDM has a huge following in Europe and is played a lot in Nightclubs and bars as well as at the festivals. Fans of EDM can be any age or gender, although many tend to be teenagers or young adults with the heavy club or festival emphasis on the music.
A table showing how big EDM artists are in London via Spotify

R+P Post 3: Music genres that interest me

There are a huge number of music genres that interest me as highlighted by my vast range of playlists on 'Spotify' which are ordered according to genre or mood created.

I would say rather than general favourite genres, I have favourite genres at certain times of the year e.g. Tropical House in the Summer when it's sunny and slower genres such as RnB in the Winter.

Having said this, over the last few years, I've become particularly interested in Drum & Bass, particularly Liquid Drum & Bass. With such a noticeable rhythm, I find the genre particularly entertaining. However, DnB can be very unpalatable due to the heavy nature of the music, associated with clubs and raves, this is why I often find myself listening to Liquid DnB which offers a much softer tone and can actually bring out a huge range of emotion due to the trance-like effect created by certain songs.




I'm also very interested in Classic Hip-Hop, not only for the music but also the East/West Coast feud that went along with it. The genre has much more to it than just the music such as the image created and negative effects associated such as glorification of crime, homophobia etc. However, with some particularly meaningful songs written, the genre merges simplistic beats with lyrics often creating meaningful messages about society. The associated 'thug' image has stuck with the genre into the 2000s with modern day rappers such as Lil Wayne and Young Thug adopting this image but noticeably creating less and less meaningful songs on the whole highlighting the fact that the Thug image has become very commercialised.
Lil Wayne
The Notorious B.I.G. and 2Pac

I'm also a big fan of EDM and would enjoy making a music video on this genre as I feel the genre is very expressive. It is also full of surprises with DJs often coming up with remixes of each others songs and also songs of other genres. With a huge presence in Europe and North America, EDM has a loyal following and is the fastest growing genre in music. EDM is particularly huge in the Festival Setting with 'Tomorrowland 2014', a festival dedicated to EDM, bringing in 360,000 people, there is also large followings at the Coachella festival with artists such as Avicii and David Guetta performing.
Avicii at Tomorrowland