Artist Permission

Our Chosen Artists Record Label

300 Entertainment is a major American record label founded by Lyor Cohen, Roger Gold, Kevin Liles and Todd Moscowitz. The label is distributed by and is a subsidiary of Atlantic Records. The label currently includes The Hunna (who got signed in 2015) and a variety of other bands and solo artists across several genres.

The company is backed by a wide range of investors, including Google (which has put in around $5 million), investment firm Columbus Nova, Israeli-American hedge fund billionaire Noam Gottesman's TOMS Capital, former Warner Music digital chief Alex Zubillaga, and Kemado Records' co-founder Andres Santo DomingoThe investment agreements were pulled together by media investment banker Aryeh Bourkoff and Ori Winitz of LionTree. 

Our Chosen Artist

The Hunna -

The Hunna are an English alternative band from Hertfordshire in England formed in 2015. The band members are singer/guitarist Ryan Potter, lead guitarist Dan Dorney, bassist Jermaine Angin and drummer Jack Metcalfe. The band takes inspiration from a wide range of sources, including bands like Kings Of Leon, Foals and Queen.

Members Dan and Ryan met while attending the same college. Dan and Jermaine had known each other for several years and learned to play guitar together. Eventually, they met Jack and the four later formed the band together. According to the band, the name comes from using the slang term “‘hunna’ in everyday language with each other... We put 'the' in front and landed on 'The Hunna'. The name is also what we are really all about, we give 100% in our music and in our daily lives.” They also cite a major hip-hop influence for the band name. They released their first single "Bonfire" in October 2015.

In the beginning of 2016, they released their second single "We Could Be." The Hunna performed at Reading and Leeds Festival and Dot-to-Dot Festival and performed on the BBC Introducing Stage in Summer 2016. In August 2016, The Hunna released their sixteen-track debut album 100, produced by Tim Larcombe and Duncan Mills. The album debuted at #3 on the UK Indie Chart, and #13 on the Official UK Album Chart. In the United States, it peaked at #36 on the Heat Seekers chart. The album's lead single, "You and Me" made it to U.S alternative radio including Sirius XM Alt Nation, Music Choice and peaked at number 28 on the U.S. Alternative Songs.


Our chosen song is Brother and is from their first studio album '100'.

Analysis of Digipak, Magazine Advertisement and Promotional Music Video - Cage The Elephant

Cage The Elephant -

• Cage the Elephant is an American alternative band from Bowling Green, Kentucky, that formed in 2006 and relocated to London, England in 2008 before their first album was released.
• The band currently consists of lead vocalist Matt Shultz, rhythm guitarist Brad Shultz, lead guitarist Nick Bockrath, guitarist and keyboardist Matthan Minster, bassist Daniel Tichenor, and drummer Jared Champion.
• The band's first album, Cage the Elephant, was released in 2008 to much success, spawning several successful radio singles and gained the band a large following in both the United States and the United Kingdom.
• Cage the Elephant are known for energetic live performances and for possessing an eclectic sound. The band's first album is influenced by classic rock, funk, and blues music.
• Melophobia was a concerted effort by the band to find its own distinct musical identity, and earned them a Grammy Award nomination in 2015 for Best Alternative Music Album.
• Cage the Elephant's fourth album, Tell Me I'm Pretty, produced by Dan Auerbach, was released on December 18, 2015. This is the album I will be analysis and deconstructing. The album won the award for Best Rock Album at the 59th Annual Grammy Awards.
• Relentless Records, RED Ink, Jive and RCA are all record labels that the band have been or are currently singed to.

Digipak Analysis -

Magazine Advertisement Analysis -

Promotional Music Video Analysis -

Trouble

From their album 'Tell Me I'm Pretty' this alternative video is a combination of performance, narrative and concept. This is rather common in this particular genre, as although the story is clear the meaning behind them can be rather concept based and up for interpretation.

Lyric Analysis -

Timeline -

• 00:00 - 00:30 = The instrumental doesn't start till 15 seconds into the video, before this we are introduced to characters and locations as the video establishes certain scenes that will appear later on in the video. A western, classical take has been added and this is reflected in certain props and costumes that can be seen. Even the band themselves are in the same location, wearing similar costumes, so although they aren't a part of the story their presence creates a sense of inclusion between the actors and themselves. The low key lighting support the idea of it being late evening and this atmosphere reflects the tune and lyrics of the song.
• 00:30 - 1:00 = Subtle cuts between the band and the actors are used often, also, the long shots and close up shots provide those watching with more details about the setting, the signing doesn't start until 00:53, this allows those watching nearly one minute to become familiar with certain aspects of the storyline that are important. Like many of the previous videos I have analysed their is a correlation between the action in the video and the song lyrics themselves.
• 1:00 - 1:30 = The story continues and is rather easy to follow, their seems to be no elements of concept currently incorporated into the video. Furthermore, their is still a lack of a female presence which can make the video seem to be from a male perspective so it may be less appealing to a female audience as well. The slow motion shots allow us to focus on certain details that are important and relevant to the story.
• 1:30 - 2:00 = More locations are introduced meaning that this might be something we struggle to re create due to the complexity of the locations and the multitude of characters used. Fast pace cuts signify changes in locations, scenes and characters which in some places goes against the pace and tone of them music itself. The sporadic bursts of bright colours link to the action that comes later in the video with the extravagant characters that have detailed make up and costumes.
• 2:00 - 2:30 = The relevance between the action in the video and the feelings and opinions of the lead singer is made known when the press descend upon the main actors. This reflects his own personal experience when the band started to grow and gain more success. Women are now used in the video and are presented in a rather stereotypical, feminine way, they have make-up on with red lipstick and white dresses which plays up to the concept of women being image concerned.
• 2:30 - 3:00 = The extravagant make up and costumes are strongly notice in this time frame, the classical feeling is also emphasized here. The cuts, fades and shots being imposed over one another is something we can take influence from due to it being easy to re create but it makes the video look more detailed instead of simply using dip to black transitions. Events that have happened previously in the video are being shown briefly to show the connections between them and what is happening in this frame.
• 3:00 - 3:30 = The different coloured lightings such as blue and pink are specific to certain genre. The blue lighting is shown when the band themselves are performing since they are all males. Also, the pink is used when showing certain female characters from the story, the contrast between the pink and the blue are used to highlight the differences between genders. This is then reversed as the band are lighted with pink spotlights which could reflect a more upbeat atmosphere to contrast the sombre elements to the song itself.
• 3:30 - 4:00 = The use of a handheld camera in certain aspects of this time frame can create a sense of a distorted reality that is relevant to the lyrics and the meaning behind song. The band then have a long shot focusing on them during the last few lyrics of the song and it cuts back to the storyline which had become increasingly more concept based over the second half of the video. The video ends with a cut to a black screen as the music fades out until it is silent.

Mise en scene -

• This shot happens at the beginning of the music video and acts as a preview of the events, characters and scenes that will occur in the rest of the story. The fades, and fast cuts don't show a clear picture but establishes a sense of what is to come. Furthermore, the western elements and more classical setting is something that isn't seen in many videos in the alternative genre.

• Here we see the band themselves in a performance based set up, they are in the same location as the action of the story making creates a sense of relatability between themselves and the lyrics. The lip syncing and musical instruments are rather common across all genre's of music videos and are often seen in alternative video's also. The low key lighting and grey undertones create a sombre atmosphere which correspond to the meanings behind the lyrics.

• This shows a correlation between the lyrics and the story that is being told on screen, the lyric says 'we were at the table' and the video reflects that, however it has been interpreted differently than the way the lyrics may have been due to the concept of we normally referring to your romantic partner.

• Although the story is being told by someone how isn't a part of the band, elements of their experiences and life has been included in the video. Such as their relationship with the press and the media. It shows them to be rather invasive and making people feel uncomfortable, the regular cuts, flashing lights and medium close up shots are reflective of this.

Analysis of Digipak, Magazine Advertisement and Promotional Music Video - The White Stripes

The White Stripes -

• The White Stripes were an American alternative, rock duo in Detroit, Michigan from 1997 -2011. The group consisted of Jack White (songwriter, vocals, guitar and piano) and Meg White (drums and vocals).
• Their successful and critically acclaimed albums White Blood Cells and Elephant drew attention from a large variety of media outlets in the United States and the United Kingdom, with the single "Seven Nation Army" and its guitar line becoming their signature song.
• The band recorded two more albums, Get Behind Me Satan in 2005 and Icky Thump in 2007, and dissolved in 2011 after a lengthy hiatus from performing and recording.
• Their music featured a melding of garage rock and blues influences and a raw simplicity of composition, arrangement, and performance.
• The duo were also noted for their fashion and design aesthetic which featured a simple color scheme of red, white, and black — which was used on every album and single cover the band released.
• Warner Bros. Records Inc. is an American major record label established in 1958 as the foundation label of the present-day Warner Music Group (WMG), and now operates as a wholly owned subsidiary of that corporation. Warner Bros. Records was established on March 19, 1958, as the recorded-music division of the American film studio Warner Bros.
• Warner Bros is among the many record labels the duo were signed to during their career from V2, Third Man and Sub Pop.

Digipak Analysis -

Magazine Advertisement Analysis -

Promotional Music Video Analysis -

Seven Nation Army

From their album 'Elephant' this song is one of their most well known songs they have released since being formed in the late 90s. The video itself is performance and concept based focusing largely of the duo themselves combined with many effects added in post production.

Lyrics Analysis -

Timeline -

• 00:00 - 00:30 = Music starts instantly, many effects were added in post production such as the overlapping of shots, transitions and filters. This performance based video with elements of concept focus heavily on the duo themselves, fades and cuts allows the audience to focus on the details of the video. The man seems to be the focus of the video with his figure being the largest and the most noticeable on the screen. Their signature colours of red and black are seen throughout this time frame and many others also. Gender stereotypes are being subverted with a women playing the drums, a rather masculine instruments yet she is shown to be playing them.
• 00:30 - 1:00 = Here we really see the focus being put fully on Jack, as the music intensifies his presence because more dominant and the influence of his partner is rather unimportant. As the music becomes more fast pace so do the cuts, transitions and general action on the screen. Lip syncing is used sporadically create an uneasy atmosphere, the erratic cuts create a sense of being disjointed which in a sense correspond to the meaning and lyrics of the song.
• 1:00 - 1:30 = The action of the main chorus and intense music follows onto this time frame, the clear juxtaposition between the bright reds and crisp white's are something of a re-occurring theme through out The White Stripes work and material. This balance symbolizes both good and bad, and each colour represents the two members of the duo. The same symbol that was shown at the beginning of a white triangle appears again and is introduced through a vade/overlap transition. Animation is soon incorporated with the use of skeletons marching, they tie in with the strong sense of red and therefore compliment each other well.
• 1:30 - 2:00 = The presence of the women starts to become more common, she even is lip syncing at certain points allow to distinction between her voice and Jack's is hard to make out, supporting the idea that he is the front face of the duo. A retro/vintage atmosphere is something that carries out through the video, this may also be due to the date of the video therefore the quality is rather different to more modern bands but nevertheless those elements are still present. The speed of certain tracking shots are slowed or sped up when showing certain details and this reflects the importance and relevance of them to the lyrics and the video itself. 
• 2:00 - 2:30 = The actions and gestures of both people in the video match up with the lyrics, this depicts how the video itself is a direct representation of what the lyrics are trying to say and the meanings behind them. The entirety of this 30 seconds is simply instrumental, the guitar riffs and drum beats are intense and loud, and it shows the more rock side of the alternative genre. The shots themselves are rather long yet they look fragmented and irregular due to the effects that have been edited over them to make it look like there was a magnitude of different shot lengths and sizes.
• 2:30 - 3:00 = The intense music continues into this frame for the first 10 seconds until the pace of the song and the video are slowed down to signify the beginning of a new verse and the end of a hectic and loud chorus. Subtle bass guitar strings being plucked can be heard as the screen becomes rather dull with the contrast of the red and white with the black has become rather prominent. This could hint at the song being rather negative and depressive, the black represents these emotions and the sudden and sporadic hints of colour contradict that.
• 3:00 - 3:30 = The image of an elephant in red appears at 3:09 and has links to the album this song is a part of which is also called elephant. This is a symbol of strength and power which is reflected throughout this video and song due to the meaning behind the lyrics and the actions of the video. The fact it has been chosen to be presented in red shows how important that colour is, not only in this particular video but in the duo's music as a whole. The lyric 'all the words are gonna bleed from me' has links to the colour red in the video, therefore the red could symbolize blood and have negative connotations.
• 3:30 - 3:59 = Much like in the previous times frames, the instrumental chorus is supported with fast pace shots of the duo playing their instruments and embracing the intense vibe of the music. The guitar starts to fade and so does the music to mark that the song and music video is coming to an end. This is accompanied with a zoom shot onto a black shadowed figure of Jack's face which is zoomed onto also and eventually plunges the entire screen to darkness. The production company for the video and when is was filmed appears in white text at the bottom of the screen in a rather basic font once all the music has stopped.

Mise en scene -

• This shot comes at the start of the music video, it sets up the scene and shows the audience that this video has been created mainly in post production. The darker colours and older feel reflect a deeper meaning behind the lyrics. Also, the concept of a women playing the drums is a subversion of stereotypical behaviours as more often that not we find men playing the drums in the alternative genre.

• This GIF shows that Jack dominants the majority of the video, since he writes, sings and plays instruments his presence in the video is more frequent that his partner. The zoom in shots on different shots of him, lip syncing and playing instruments make he seem rather talented due to his variety of skills. Once again their signature colours of red, black and white are extremely prominent throughout the video.

• The introduction of an animated red elephant creates links between the album this song was taken from and their own preferences as a duo. The elephant represents strength and the fact that is red could possibly symbolize either danger or love that are emotions relevant in The White Stripe's career and personal life. The stark contrast of the red elephant and Jack's white top provides a sense of balance between the two bright colours.

• This final key shot comes at the very end of the video, it shows Jack's shadow being zoomed in on and taking up the majority of the screen which plunges it to darkness. The fact that the video finishes with him still being the main focus re-emphasizes his importance and the duo and how he is more the face of the band themselves. This subtle effect also acts as a creative way to end the video as appose to just dipping to black.

Analysis of Digipak, Magazine Advertisement and Promotional Music Video - Fall Out Boy

Fall Out Boy -

• Formed in Wilmette, a suburb of Chicago in 2001, the band itself consist of lead vocalist Patrick Stump, bassist Pete Wentz, lead guitarist Joe Trohman and drummer Andy Hurley.
• The band has released 6 albums since they formed in the early 2000s and are currently releasing their 7th album Mania which they have already released 3 singles to promote it.
• They have been winning award since 2004 and won awards from MTV, Kerrang, Teen Choice, Billboard, People's Choice and many others.
• Fueled by Ramen LLC is an American record label owned by Warner Music Group with distribution from one of the company's main labels, Atlantic Records. The label, founded in Gainesville, Florida, is now based in New York City. This is one of the record labels the band has been signed to over the years.
• Some of the band's album's include; Infinity on a High, From Under the Cork Tree, Save Rock and Roll and America Beauty/American Physco. 
• They have currently released 3 singles from their upcoming album Mania, those songs all have music videos and they are called; Young and Menace, Champions and The Last of The Real Ones. 
  

Digipak Analysis -

Magazine Advertisement Analysis -

Promotional Music Video Analysis - 

My Songs Know What You Did In The Dark (Light Em Up) 

From their studio album 'Save Rock and Roll' this alternative music video is a combination of concept and narrative. However the narrative itself runs across a larger scale of all the songs from this album, each one has a music video that continues the story and overall shows the meaning behind the songs and the album. 

Lyric Analysis -

Timeline -

• 00:00 - 00:30 = Music starts immediately and is accompanied with a slow motion tracking shot of a man wearing all black in a desolate environment. Superimposed onto this (created in post production) is the bands name and the title of the song in an of grey transparent font. The man appears to be holding a petrol canister, from first appearances he doesn't seem to be part of the band. Low key lighting and grey undertones create a sombre atmosphere that make those watching feel on edge. Shots vary in length and many cuts are used to go with the speed and the tempo of the music, unlike many other alternative music videos there is no lip syncing or influence from the band.
• 00:30 - 1:00 = The simplistic location and keeping all the action in one place is something my partner and I could take influence from due to have little to no budget when filming of music video. Fire becomes a focus point in this time frame, with matches and fires being started, this creates a correlation between the lyrics (light em' up) and the action of the video itself, fast pace cuts are used to build tension and keep the video at the same pace as the song. Zoom shot are used to show details of certain characters and elements of the video that are relevant and are important for viewers to notice and pay attention to. As the chorus starts and the song reaches the climax the action becomes more intense and engaging, with massive fires being started.
• 1:00 - 1:30 = As the chorus dies down two women also wearing black enter from the back of the frame. Their costume and make up subvert stereotypes of women being passive. The take on roles of power by throwing musical instruments into the fire, and creating tension. Although their role isn't typical, their character are still sexualized due to their revealing costumes and certain camera angels emphasize this.
• 1:30 - 2:00 = The girls are burning Fall Out Boy merchandise and instruments, this has deeper meanings that are relevant to the lyrics. The concept of the band starting fresh and changing their sound is really reflected in this time frame. A variety of different shots, taken from different angels and perspectives show the details of what is being burnt on the fire. Their actions and movements are slightly slowed down but match the key beats of the drums in the song itself, this makes the video flow better and keeps it engaging. Over the shoulder shots and POV shots are utilized to show things from their perspective making those watching feel more engaged with the action of the video.
• 2:00 - 2:30 = As the chorus continues the actions of throwing things onto the fire becomes more intense and frequent. However, to contradict this as the man walks back into the frame with a blow torch to assert his power the music becomes more mellow. This juxtaposition can create confusion however it work as it provides a good balance between an object of force and strength with more subtle music that follows on from the dramatic chorus. Slow motion close up shots on his face show his facial expressions and reactions to what is taking place in the video.
• 2:30 - 3:07 = The chorus repeats itself one last time and this time frame starts with the blow torch being ignited, the details are shown in different cut away shots that are slowed down to show the intensity of the flames, this overall makes the video more dark. The burning of the instruments and the end of an era for the band create an excellent base for the story that follows and the rest of the videos as this is the first video of 11 and they all together show a deeper more meaningful story behind the album. The video ends with a shot on four men tied up inside the back of a van and it is presumed that this is the band themselves although in this video it isn't confirmed. 
  

Mise en scene -

• The music video immediately introduces a vague location, and elements of a character who later becomes the center of focus of the video. Embossed on the screen in the center in transparent grey writing is the bands name and the title of this song, this establishes the band and makes those watching aware of the tile of the song so if they enjoyed it, it would encouraged them to go an purchase it.

• This slow motion medium close up shot of a match igniting into flames is reflective of the lyrics, the songs says 'light em up... I'm on fire' the constant theme of fire, bonfires and matches throughout the video are supportive of the meaning behind the lyrics that are being sang. Although no band members are included in the video, the use of another celebrity acting in the video is appealing to a wider audience.

• This shot shows the bands old CD's, digipaks and magazine advertisement being burnt, this shows how the band is changing it's style and the type of music they create. They are starting fresh and this entire thread of music videos shows their journey in creating Save Rock and Roll but all their musical journey's during their career's. The close up's on certain elements of the fire and the time spent on this aspect of the video show how the band wanted to make sure people noticed what was being thrown onto the fire and that they understood the reasoning behind it.

• This is one of the final shots in the video, the four people tied up in the van represent the band themselves, the single overhead spotlight on their heads with green undertones creates a rather sinister feeling. The match the lights up his face is rather similar to shot that happened earlier in the video, the constant theme of fire keeps the metaphor of the song as constant idea.