Markets and Audiences – 3

Identify the Gatekeepers / Tastemakers in Your Music Scene – Identify the Core Channels and Platforms that Promote the Type of Music You Make

Print Magazine / Newspapers :

  1. Acoustic
  2. NME
  3. Rock Sound

Websites / Blogs :

  1. Drowned In Sound
  2. A&R Factory
  3. Never Enough Notes

Journalists :

  1. Charlie Gillett
  2. Paul Lester
  3. David Stubs

Radio DJs :

  1. Scott Mills
  2. Zane Lowe
  3. Chris Stark

Promoters :

  1. Alan McGee – Creation23
  2. Paul Connolly – Universal Music Publishing Group
  3. Simon Moran – SJM Concerts

YouTube Channels / Sessions :

  1. TenementTV
  2. NPR Music – Tiny Desk Concert
  3. Ont’ Sofa

Playlists :

  1. The Bright Side (Spotify)
  2. Made In Wales (Spotify)
  3. Acoustic Rock (Spotify)

I carefully selected each Gatekeeper you can find in this list based on their suitability to me personally. I assessed this by looking at the artists that have had previous affiliations with the person / outlet, comparing them to myself, and determining whether or not there were similarities. Based on this, I was able to isolate 3 magazines, websites / blogs, journalists, radio DJs, promoters, YouTube channels and playlists which I can identify with and feel are compatible to me personally, as well as to my music.

Markets and Audiences – 2

Record Label Investigation

Identify 3 UK Independent Record Labels:

Cooking Vinyl

XL Recordings

Rough Trade Records

When and Where Were They Formed?

Cooking Vinyl – Formed in Stockwell, South London in 1986 by Martin Goldschmidt and Pete Lawrence.

XL Recordings – Formed in London (I assume, seeing as that’s where their main headquarters are) in 1989 by Tim Palmer and Nick Halkes.

Rough Trade Records – Starting out as a record shop, Rough Trade was opened by Geoff Travis on Kensington Park Road, West London in 1976. Steve Montgomery, who was originally a customer, became the effective co-manager soon after the shop opened and Rough Trade began organising a record distribution network in 1978.

Who Are the Main Artists They Release?

Cooking Vinyl – Alison Moyet, The Darkness, Feeder, The Fratellis, Lewis Watson, Passenger, The Proclaimers, Richard Ashcroft, Saint Raymond, Will Young

XL Recordings – Adele, Dizzee Rascal, Frank Ocean, Giggs, Jack White, The Prodigy, Radiohead, Tyler The Creator, Wiley

Rough Trade Records – Arcade Fire, Belle and Sebastian, British Sea Power, Jarvis Cocker, The Libertines, Mystery Jets, Sleaford Mods, The Strokes, Super Furry Animals, Warpaint

Is There a Defining Sound or Genre?

Cooking Vinyl – Singer-Songwriters are prominent in this label, however rock music is also clearly present, represented through bands like The Darkness and Feeder.

XL Recordings – Largely urban and hip-hop music, with exception to a few artists, such as Adele (pop / soul) and Jack White & Radiohead (rock).

Rough Trade Records – Indie rock and folk are the dominant genres for Rough Trade.

Can You Find an Independent Label That You Feel Would Fit Perfectly for You and Your Music?

Having read up on a number of independent labels and the artists that they currently release, I believe the best fit for me personally would be Cooking Vinyl. Based on my analysis of everyone they currently have signed, I think my style and my music is most suited to them, I just need to wait for that phone call (please please please pleaaaaase).

Markets and Audiences – 1

Contextual Research and Market Analysis 

Task – In your hometown, what specialist record shops are there? Where else sells new recorded music (supermarkets / markets / venues)? Do any of these places stock new ? local artists?

Also, pick 3 UK-based artists comparable, in terms of genre, to you… Where is there music available? Through what record label do they release content? Can you find out which distributor the label uses? Does the artist have any limited edition physical releases, if so, on what format?

I’m from a rural part of South Wales where, in actuality, there is few shops at all, let alone music / CD shops. To my knowledge, in the town most local to me, there are no longer any purpose-built record shops any more and only two places where CDs can be bought – Morrisons supermarket and the town market, which is open only on Tuesdays and Fridays. In the market they sell all kinds of second-hand CDs and records, although it is all old music from across the years. The only place that you can find music from new, current artists would be Morrisons where physical copies of charting music is often stocked. I doubt that you’d be able to find music from local artists, however if indeed it is sold, you’d find it in the market where the range of genres sold is substantial and quite random. After researching record shops in Brecon, I discovered Brecon Antique and Vinyl –  an antique and record dealer in town which I was previously unaware of where, according to Google at least, you can buy records!

Artists Comparable to Me:

Lewis Watson

Lewis Capaldi

Ed Sheeran before he sold out x

Where is Their Music Available?

All major streaming platforms (Spotify, Apple Music, Deezer etc.)

CD, Vinyl and Cassette – CDs widely stocked in supermarkets and music stores alike, different, lesser-used formats of physical copy i.e vinyl and cassette are stocked in specialised music stores like HMV or can be bought direct from the artist’s website.

What Record Label Do They Release On?

Lewis Watson – Warner Music, until his most recent album which was released in 2017 through the independent label, Cooking Vinyl.

Lewis Capaldi – Virgin EMI

Ed Sheeran – Atlantic

Can You Find Out What Distributor the Label Uses?

Warner Music – from what my research has shown, Warner distribute their own music, however I did discover that they own their own music distribution company called the ‘Alternative Distribution Alliance’ or ADA.

Virgin EMI – Virgin EMI act as their own distributor, alongside Republic Records (USA), Def Jam Recordings (USA), Capitol Records (USA), Virgin Records America (USA), UMC (Reissues).

Atlantic – Atlantic Records Group (in the US), WEA International (Outside the US), Rhino Entertainment Company (Reissues)

Does the Artist Have Any Limited Edition Physical Releases?

Lewis Watson – Lewis has put out a couple of limited edition releases over the years, including a CD version of his first album, ‘The Morning’, which features all of his previous releases as well as a number of unreleased demo tracks. He also put out a limited run of vinyl copies of his second album, ‘Midnight’, with unique artwork.

Lewis Capaldi – The only limited edition release of Lewis Capaldi’s that I could find was a CD box set for his brand-new debut album which contains a CD copy of the album, a calendar and a pair of sunglasses.

Ed Sheeran – Ed has put out numerous limited edition vinyl copies of each of his albums, all with unique artwork.

 

B) Songwriting Camps: Communities in Popular Music

Before starting this particular task, we were placed into groups during lectures and were told that we were now in ‘songwriting camps’. We were then tasked with the job of writing a song, or at least the bulk of one, before going straight into the studio and laying it down, with Marco Migliari engineering the process. We did this on more than one occasion and more often than not surprised ourselves with the quality of music that we were able to create in such a short space of time. On one of the weeks, it was just myself and my peer Nathan in a group and we decided to take on the main assignment which was to choose an existing commercial singer to record and produce a track for, all the while utilising the methodology of songwriting camps. Initially, we chose Carrie Underwood (which has absolutely nothing to do with the fact that I was belting it out in the shower that morning) and wrote a nice and simple chord progression. We took it into the studio and recorded drums and guitar from what I can remember and, although it sounded great and we were both pleased with it, the Carrie Underwood link wasn’t as blatant as we felt it ought to be. Following this, we made the joint decision to pick someone new and write a brand-new song for them, adhering more strictly to the guidelines to ensure that we would be able to encapsulate their sound in the music we wrote.

The obvious decision for us was to write for ‘The Chainsmokers’, an American DJ duo who make highly popular EDM / Electropop / Pop music and have had much success over the past couple of years. However, as successful as they and their music are, their formulaic, repetitive and predictable style of writing and production has been called out by critics and listeners alike, most notably in a video posted to Facebook titled ‘how EVERY chainsmokers song is written’. In the self-shot video, a young music student plays the typical three chord structure of a generic chainsmokers song while calling out the fact that the lyrics are just as inane as the music, stating that most are about ‘How difficult it is being white and in love’. Having both seen this video, Nathan and I decided that ‘The Chainsmokers’ made the perfect candidates for this task, as their music is quite easy to break down and replicate, while their sound does not require vast amounts of skills to attain.

When we eventually sat down to begin recording our track, Ryan, another of our peers, had heard about what we planned to do and liked the idea and so joined the group. Together, we formulated a primitive and largely 3-chord progression as well as our structure, making sure that the song fit the parameters stated on moodle, and that it was effective in replicating the sound generated by ‘The Chainsmokers’ themselves. We all agreed that it was suitable and laid down the first chords on a new logic file using a couple of different piano effects that we felt were most suitable for the particular sound that we were trying to achieve. We wrote a suitable hook to put over the top for which we used what sounded almost like a synth flute preset which we modified slightly to suit our needs – at this stage the track was looking lively and really coming together as an ode to ‘The Chainsmokers’ very nicely. Next, we decided on a nice sub bass preset and worked that into the necessary areas, which considerably thickened up the track’s sound, giving it that EDM / Electropop edge. After that came drums which naturally, as a drummer, I took control of. I trawled through the drum machine presets to find one that would work, eventually settling on one called ‘Ibiza’ (fitting, right?) and modified the bass drum and snare to give them more punch, more body and more presence. Once I was happy with the sound, I made the beat and laid it down. At this stage, all that was left to do was write song lyrics and add some texture to the chorus in order to thicken it up. As a group, we wrote some awful lyrics which we felt epitomised ‘The Chainsmokers’ to a tee and I took them into the vocal booth and recorded them. I took control of this part of the process, mixing and matching my favourite parts of each vocal take, before applying the preset I wanted, as well as some reverb to help bed the vocals into the mix. Some synth bells and a few more minor textural elements took the track to completion, at which point we listened back and were satisfied with what we heard.

Following the songwriting camp, we as a group were successfully able to create a track for a commercial singer which encapsulated the main elements of their music, but while working as a team and, in honesty, thoroughly enjoying ourselves.

here is the link to our track !

Adam Thorn – EPK

A young, powerful, rock-driven acoustic performer, Adam Thorn fuses the sound of a singer-songwriter with that of a full rock band. Using soft, delicate and intricate melodies to emulate a sound similar to the likes of Lewis Watson and Nick Mulvey, as well as periods of powerful vocal just like Kelly Jones and Lewis Capaldi, Adam generates a performance not to be forgotten.

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guest speaker – malaki patterson

malaki paterson from themusicworks came in to speak to us about his organisation, their purpose and the job that they do and the resulting effect on the community. he told us all that themusicworks is an organisation set up to change the lives of young people in gloucestershire through music, specifically those in challenging circumstances. we were told that they travel across the county to schools of all kinds to engage with and empower children and young people through music to build motivation, self-confidence and self-belief. he told us about and showed us videos of events they had put on in within the community in the past, including an impressive urban day-festival in gloucester city centre. malaki detailed different types of workshops he has run, told us anecdotes and advised us on our own workshops, based on his own personal experiences. he helped to outline the different routes one can take when making music their profession, from therapist, to practitioner, to events, he was able to enlighten us as to how broad music as a career actually is. malaki’s visit helped us all to better understand, not only the company he represents in themusicworks, but how to make music your full-time profession.

focused research and reflection – technology

a makey makey, branded as ‘an invention kit for everyone’ is a small, simple, easy-to-use circuitboard which allows users to turn everyday objects into touchpad and connect them with the internet. starting out as a project made by two students, the makey makey is now commercially available for everyone to use. it has multiple different applications, my favourite of which being its ability to turn any conductive material into a keyboard – a notable example i’ve observed being a set of stairs! all that’s required is a laptop or a computer, the makey makey circuitboard and the coloured wires and crocodile clips which you attach at both ends to the circuitboard and your objects of choice – it really is that simple. in terms of music, this is an easy way of getting kids interested and engaged, as it makes it possible to turn anything and everything, any kind of object in day-to-day life, into music!

focused research and reflection – themusicworks stories

i read about a young student, known as ‘richard’, a year 10 pupil who’d struggled with self-confidence as a result of his experience with bullying throughout school. the story details how richard began to attend afterschool clubs at SoundSpace Studios where he slowly began to grow in confidence and feel accepted. a result of consistent positive reinforcement, both from the workshop leaders as well as his peers also in attendance, richard, who was initially too shy to even join in, has now written and performed his own music, including a solo appearance at a local town. the feeling of community, the lack of judgement and the inclusive attitude within the afterschool club, will no doubt have been significant factors in his personal development. although his initial interactions were limited, slowly, through encouragement but without applying any kind of pressure, he began to engage more with the workshop, thereby strengthening the social bond between himself, his peers and the session leaders. after a number of sessions, the social cohesion within the room had been strengthened significantly, to a point where richard’s confidence had swollen and he was no longer plagued by his anxieties. i truly believe this to be a great example of the way music an evoke change, as well as the power it can have in positively developing someone’s character.

the relationship between music and image – visual essay (text)

In this visual essay, I will set out to explore the relationship between music and image and look to discover the correlation between the two themes and the ways in which they overlap and coexist. I intend to delve into the idea of identity through image and how it, alongside music, it’s audible counterpart, can develop and define an artist. I will analyse trends in fashion, styles of dress, subcultures and the impact of music video and how instrumental it can prove to be, to determine how music and image are linked and come together help to formulate an artist or brand identity.

 

Music creates unity. It’s a simple fact. Undeniably demonstrating an ability to bring people together in an atmospheric environment, be that a small and stuffy, sweat-soaked venue, Shepherd’s Bush Empire or Wembley Stadium, to enjoy a music show. People, who outside of those four walls may share no other common interest, but in that moment, it not mattering in the slightest. Image within music can be equally as powerful a tool; bands and artists who demonstrate iconic styles of dress, such as punk and glam rock to name but two, often inspire fans and followers to replicate them and do the same, helping to establish more common ground with one another and enhancing the sense of unity, not only at live shows but in society as a whole. It was suggested by Paul Willis that music and image share a homological relationship; he can be quoted as saying,

‘a homological relationship occurs where a particular group is deeply involved with an artefact or object, and clearly takes some meaning at some level from the artefact or object’. There are literally hundreds of genres of music, hundreds of sub-categories of artists and listeners alike, all pertaining to unique stereotypes. Not all of these stereotypes, however, are classified through the sound of the music itself, and rather sometimes by the appearance of the creators or the artists. For example, the recurring dress code in the genre of heavy metal, the image and presentation of the artists and the subsequent recreation of this by fans and followers – it goes to show how music and image can go hand-in-hand.

 

Continuing on with the topic of dress, a look back across the modern music timeline exhibits a myriad of music genres or subcultures characterised by style and image, as well as by portrayal in the media. Mods, Rockers, Skinheads, Punks and Goths – we’ve all heard of them, we can all probably picture them mentally, but do we really understand their significance or their roots? Probably not. Most of these forms of expression and demonstrations of individuality owe their existence to the Mod and Rocker movements, which were started in the fifties in post-WW2 Britain. A new-found sense of freedom swept the nation and so these two esteemed youth sub-cultures came to be. Mods were characterised by their tailor-made suits, riding Vespas and amphetamine-fuelled all-night dancing sessions, the roots of their subculture embedded in music genres such as modern jazz, soul, ska and R&B. Rockers, meanwhile, were characterised by leather jackets, motorcycles and rock n’ roll music. The Jam, The Who and even The Beatles must, to a degree, credit their style and image to the Mod movement, while artists such as Eddie Cochran and Gene Vincent were their esteemed Rocker counterparts. A Mod revival in the 1990s saw iconic Britpop superstars Oasis apply a modern twist on classic Mod fashion, with lead singer Liam Gallagher even going on to release his own Mod-inspired clothing line, Pretty Green. It is clear, then, that image, more specifically fashion in this context, is truly a crucial element within music, helping artists and fans to create their own, more often than not rebellious, identity. Deeper than that, the combination of music and image can formulate an entire social movement, which can develop to be based not only around music and fashion, but also deeper societal elements like politics, the importance of youth, the consumption of drugs and the need for societal recognition.

 

The onset of digital streaming has made music far more attainable, millions and millions of songs are now available through the means of a simple tap on a screen, granting users access to entire portfolios of artists’ work. Whilst, on the surface this can seem only like a good thing, in truth, the digital takeover has brought about the demise of lots of businesses. Outlets such as HMV have suffered terribly, with the demand for music in physical form dwindling considerably. Music television channels have also been hit hard by the onset of streaming, with some being forced to close down due to a lack of use, a notable example being Scuzz. This begs the question, then, can music videos really hold their own in today’s modern era? Despite the hardships faced by the aforementioned forms of music media, some have thrived during the digital takeover, most notably YouTube. What was once a primitive and basic online space for users to share videos is now a worldwide internet superpower, attracting considerable online traffic which, as of May 2018, stood at 1.8 billion users per month, closely following the world’s largest online platform, Facebook, which has over 2 billion users. What’s more, of the top 10 most viewed YouTube videos of all time, 9 are music videos, amassing over 25 billion views collectively. It is clear then that despite the success of streaming websites, there is still an enormous market for music videos, despite the dramatic change in the dominant platform on which they’re accessed. An area once, not only dominated, but pioneered by MTV, is now, whether we like it or not, firmly under the control of YouTube. I believe this to be a change which, once embraced, may be understood to be beneficial. YouTube allows users to explore, rate and comment on an artist’s entire portfolio of music videos, helping to create a buzz around and promote new work in a way that MTV could not and cannot match. This is important, because music videos can be a vital element in an artist’s identity – they can help to accentuate a message put across in the music, for example Childish Gambino’s video for ‘This is America’ or they can simply act as an entertaining visual accompaniment to the song, such as Red Hot Chilli Peppers’ video for ‘Californication’. Either way, they can help to build the image and reputation of artists and are, in my opinion, one of the greatest features of modern music.

 

The relationship between music and image is clear, it’s assured, it’s indisputable and it is integral. Without their image, one might question whether or not artists like Michael Jackson and Elvis would be as iconic as they are. Without the music, one might question whether or not the Mods or the Rockers would ever have come into fruition and gone onto inspire youth culture in the way that they did. In truth, the manifestation of image within music is broad and scattered, but that is precisely what makes the propinquity between the two themes so strong, they are intertwined with each other in so many ways, intricately interwoven in a such a manner to provide a uniquely interesting relationship.

 

Bibliography

 

Willis, P. (2019). Symbolism and practice. A theory for the social meaning of pop music. [online] Icce.rug.nl. Available at: http://www.icce.rug.nl/~soundscapes/VOLUME04/Symbolism_and_practice.shtml

[Accessed 7 Jan. 2019].

 

En.wikipedia.org. (2019). Mods and rockers. [online] Available at: https://en.wikipedia.org/wiki/Mods_and_rockers [Accessed 7 Jan. 2019].

 

En.wikipedia.org. (2019). Mod (subculture). [online] Available at: https://en.wikipedia.org/wiki/Mod_(subculture)[Accessed 7 Jan. 2019].

 

Horsfield, M. (2019). There’s a new breed of mods in the UK: it’s just a pity their music is no good. [online] The Guardian. Available at: https://www.theguardian.com/music/2013/apr/26/modern-mods-music-no-good[Accessed 7 Jan. 2019].

 

Business Insider. (2019). YouTube now has over 1.8 billion users every month, within spitting distance of Facebook’s 2 billion. [online] Available at: https://www.businessinsider.com/youtube-user-statistics-2018-5?r=US&IR=T[Accessed 7 Jan. 2019].

 

Influencer Marketing Hub. (2019). 15 of the Most Viewed YouTube Videos of all Time. [online] Available at: https://influencermarketinghub.com/15-most-viewed-youtube-videos-of-all-time/[Accessed 7 Jan. 2019].

link to visual essay