LO1- independent label research WARP RECORDS

Come to Daddy Video-1995

• In what ways is this promo an effective marketing tool? (LO2)

distributed on Youtube so gets lots of views so it could go viral and become more popular.  its unconventional eg everyone having the same face except old lady and creepy monster. theres children with the mans face which is unsettling. the music itself is weird. theres creepy, strange, disturbing video.  unorthodox editing makes it weirder. very high production values even though the budget was low. 

• Who is this video targeting, and how does it do so? (LO4)]

this film targets teens and young adults at the time, specifically those that were teens at the time it came out as as it could create nostalgia. the audience has an eclectic taste. now millennials.  hybrid genre= combination of genres = very atypical 

• How does this video use mise-en-scene, setting and colour grading to create meaning for the audience? (LO3

setting= depressing/scary/dingy , literal rubbish heap, hostile unpleasant feeling/ atmosphere

colours= grey/blue/cold colours that create a weird environment

people are in the front/ middle of the shot to weird people out as it's unsettling

miserable atmosphere created for the audience

the focus is on the video and not the music

• What regulatory issues does this video potentially raise? (LO6)

there's nothing actually bad in it but the sheer weirdness of this video could cause younger children to be mentally scarred.  

the use of flashing imagery

possibly cause imitable behaviour 

gives a negative representation of council estate

evil horrible demonic entity/ energy

WARP Records

-Warp Records (or simply Warp) is a British independent record label founded in Sheffield in 1989 by record store employees Steve Beckett and Rob Mitchell and record producer Robert Gordon. It is currently based in London.

-associated with the UK's northern techno scene

-In 2004, Warp opened the online store Bleep.com, which sells downloadable music free of digital rights management (DRM) features.

-Warp has released a number of ground-breaking and original videos that have launched their directors' careers.

-a subsidiary to Warp in Bleep= warps online store- online distributor 

Founded	1989
Founder	Steve Beckett Rob Mitchell Robert Gordon
Distributor(s)	Hostess (Japan) PIAS (Digital & UK) Redeye (US)
Genre	Electronic IDM experimental techno
Country of origin	United Kingdom
Location	Sheffield (1989–2000) London (2000–present)
Official website	warp.net

 

Brand Identity

- refers to how a brand differentiates itself from other brands. Without a brand identity, it would be impossible to try and tell brands apart, and marketing strategies would be rendered largely pointless.

How does Warp records construct a brand identity?

Watch at least some of the following videos, and make notes on how Warp records has cultivated a brand identity.

Squarepusher - Terminal Slam
Autechre - Gantz Graf
Aphex Twin - On
Oneohtrix Point Never - Lost But Never Alone

Mise-en-scene

Editing

Colour

Celebrity and personality

Genre and conventions

-selection of artists with similar sound allows Warp communicate with audiences that they are associated with a particular genre. 

-Experimental music may have a niche genre, but it allows Warp to target a gap in the market

-Specialisation: warp have cornered the market in experimental music which allows them to market their music more effectively 

-allows warp to organise tours and promotions more effectively 

-music videos share an abstract aesthetic, with confusing glitchy details

-music videos and promotional material typically misses out the artists themselves

-all music videos share a similar, busy, glitchy aesthetic 

-abnormal characters and visual details

Warp films case study

Choose any of the films produced by Warp's film arm, Warp Films. Here are a few, but you can do any one you want

Tyrannosaur

Four Lions

Submarine

This is England

Dead Man's Shoes

Watch the trailer for your film, and answer the following question:

In what ways is the film you selected marketed towards its target audience? And how does the selection of this film reflect Warp's brand identity?

- this film is marketed towards the 

WARP is an independent company which means it's not owned by a conglomerate. 

what makes and indie film indie?

-low budget

-lack of complicated editing techniques

-unknown actors

-natural/unshowy colour grading

-naturalistic setting

-soundtrack- use of less famous music, perhaps less emphasis on music in general

-lack of CGI and expensive effects

-less commercial theme/plot

-less exciting themes

-lower production values

-less concern about age rating (This Is England is a BBFC 15), less concern about marketing to children  

Practice question

Explain two ways that an independent company you have studied created successful media products. Use examples to support your answer [4]

Remember: 4 marks = 2 ways and 2 examples (one for each way)!

What makes a company successful?

-making money/revenue/profit/financially successful

-making PROFIT

-multiple brand deals

-strong Brand Identity- allows it to appeal to a niche and enthusiastic audience 

-critically successful

-commercially successful

-distributed in a variety of different ways

-entertainment value

-present a message or ideology

-raises awareness of issues 

There are many ways in which an independent company can be successful. For example WARP records has a very strong Brand Identity. This allows them to be appeal to a niche and enthusiastic audience with their media products such as their Come to Daddy video. This video shows a good example of the type of product Warp records distributes, it had a high production value even with such a low budget.

Another example is of success is from WARP film's This is England as it provided profit to the company. This film presents a message to the audience to raise awareness of the issues lower class people faced in 1980's England.  

3/4 marks