To make Scala continue to stand out from other choirs I wanted to look at what makes them different from other choirs in the music market.
I began browsing you tube and looking for other choirs, there was a fair amount of diversity in what they do and the types of choirs there are. Scala has been put in the genre of a Rock Choir.
This choir uses their hands to create a storm in quite a breath taking way. This is what I found out about them on YouTube but when I investigated further I found that they're a very diverse choir.
Perpetuum Jazzile are a Slovenian choir that as well as performing amazing sounds with their hands, they sing a large amount of different genre's including Jazz, Pop, Swing, Funk and Gospel, they are also known for there amazing complex harmony's. This choir contains both women and men.
In terms of Scala, Perretuum Jazzile are competitors in the choir market as they do a bigger range of genre's and haven't just been labelled in as a Gospel Choir or Rock Choir for example. But in difference to this it is an all young female choir that Scala have whereas his is mixed gender and age.
But Scala have something vital compared to them, their songs have been used in trailers for TV and Film in America and the UK.
They haven't had a music video made either unlike Scala,all their video's consist of them singing to an audience.
Heres the link to their website- http://www.perpetuumjazzile.si/en/
After this research I wanted to look at choirs such as Scala that are one genre, so I searched for Gospel Choirs on youtube.
I found the Soweta Gospel Choir.
Soweto Gospel Choir was formed to celebrate the unique and inspirational power of African Gospel music.It's a 52 person choir when men and women, under the direction of Beverly Bryer, draws on the best talent from the many churches in and around Soweto.
The choir is dedicated to sharing the joy of faith through music with audiences around the world.
I didn't know much about Gospel Music so I researched about the music as a genre, I always thought it was church music but found even though it mainly is there is versions atheists can enjoy equally. It is said to be music that is written to express either personal, spiritual or a communal belief regarding Christian life. The message that is within the music will be different depending on social and cultural context, but usually the message is to praise and thank God and and the Holy Spirit.
Scala don't do covers of religious songs it is mainly more mainstream music they do, this maybe the reason around Scala's more mainstream success compared to Soweto Gospel Choir. It is known that all society's especially westernised ones are becoming more Secular, leading to religion having less of a place within peoples lives so the music associated with in including gospel choir is disregarded with religion.
Also I couldn't find any music videos that had been made, only songs with pictures filling in the picture or them jut performing to a crowd so it's highly unlikely they would be played on any of the music channels until they created a music video.
This choir is open for all the general public to join and they get trained up, they have made appearances on BBC and the Paul'O'Grady chat show but they have an amateur feel to them which is probably why they haven't made it big and been used for Trailers like Scala has.
They also haven't had a music video created, but from the information I read it's more about getting people to join for fun rather than anything serious. But on the chat show the spokes woman and founder said they wanted to set this up in America as well. Showing it can't be that laid back as they have quite ambitious goals.
From the market research I found that Scala was one of a few choirs that have had professional music video's created, and that is just an all girls choir. The use of mainstream music is in quite a common thing, but they're able to change it to be much more diverse.
This video shows why they're a growing success. They completely changed the whole feel the the song which was originally by The Cure. But even with the choir feel very apparent within the voices the video is very mainstream. But it is easy to recognise that the video was made on quite a restricted budget.
All the girls are good looking which is a selling point that in this video they have enhanced and used, this video could be seen on the music channels and fit in perfectly.
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