Across the three products I am going to research and create for Scala and the Kolacny Brothers I want them to be a progression from the choir image to a more mainstream one. But in doing so there will need to be strong links between the website, CD Digipak and Music Video I'm creating.
To link the CD Digipack, Website and Music Video
For each of the tasks, in my planning I will take into account their previous images but try and make some changes to continue their progress from the success through Social Network and Downton Abbey.
The slight changes are crucial in my opinion to expand on their fan base, but they need to be recognisable to current fans and not appear too mainstream.
The digipack and music video will feature on the website to reinforce the link between all three, so the change in image is recognisable to current fans.
Tuesday, 19 October 2010
Tuesday, 12 October 2010
Scala and Kolacny Brothers- Choir Market Research
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.
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.
Monday, 11 October 2010
Contacting Scala and Kolacny Brothers
Firstly I contacted the band through there website just to see if they were willing to provide me with further information if needed.
Below is a print screen of my contacting the band via the website.
Below is a print screen of my contacting the band via the website.
They quickly replied back offering information whenever all i had to do was email and they'd try and get back to me with efficent information they also gave me they name of their UK record label which is PIAS
Sunday, 10 October 2010
Scala and Kolacny Brothers- Audience
The type of audience attracted to Scala and Kolacny Brothers will differ in terms of the way they listen to their music. I see there being a stereotypical 3 different kind of audience for Scala and the Kolacny Brothers.
1) You Tube Audience
This is the audience that whilst viewing their favourite artists video's such a U2 come across a cover of one of the artists songs that they've searched by Scala and the Kolacny Brothers. So the listen to Scala's version if they like it in a few clicks they can be listening to one of their many albums.
I felt it was important to look at who were the main users of you tube;
slightly more males use youtube
and the highest amount of people using youtube is 18-34 bracket.
So older people would be less likely to access Scala's music this way and I feel their main audience will be from the older generations within society.
2) Music Shop Audience
This will be an older generation who go into a shop in which you can buy music and go into choir section and will inevitably find one of Scala's many albums. With choir being quite a dated type of band and music in most peoples eyes they're probably more likely to buy something with a bit of diversity.
Important to note that some of Scala's albums are unavailable to buy in England, as some are only released in Belgium as some of the album's just contain Belgian covers of songs.
3) Advertisement and Film & TV Industry Audience.
Scala's success is currently coming more into the spotlight in the west (America and UK) since two of their songs being used as trailers.
In the UK, Scala's song Every Breath You Take which is a cover. It was used for the first series of Downton Abbey. The trailer was well made and edited but the music is distinct and I feel this type of exposure may have made some people search the song it was and in doing so become an audience of Scala.
In America, Scala's cover of the Radio Head song Creep.This also lead them to performing their cover of Creep on MTV which is the first and still most popular music channel universally. This film has won many awards and the trailer is memorable. Their name being associated will have undoubtedly opened them up to new audiences but more importantly get them recognised by Media Industry Giants.
I predict that Scala are a growing success, and they more they use their songs as advertisement in the TV and Film industry the more their music will become known.
They aren't a "growing success" in terms of them not already being successful. In Belgium and more local country's to their homeland they are constantly touring and how a wide and enthusiastic fan base.
1) You Tube Audience
This is the audience that whilst viewing their favourite artists video's such a U2 come across a cover of one of the artists songs that they've searched by Scala and the Kolacny Brothers. So the listen to Scala's version if they like it in a few clicks they can be listening to one of their many albums.
I felt it was important to look at who were the main users of you tube;
slightly more males use youtube
and the highest amount of people using youtube is 18-34 bracket.
So older people would be less likely to access Scala's music this way and I feel their main audience will be from the older generations within society.
2) Music Shop Audience
This will be an older generation who go into a shop in which you can buy music and go into choir section and will inevitably find one of Scala's many albums. With choir being quite a dated type of band and music in most peoples eyes they're probably more likely to buy something with a bit of diversity.
Important to note that some of Scala's albums are unavailable to buy in England, as some are only released in Belgium as some of the album's just contain Belgian covers of songs.
3) Advertisement and Film & TV Industry Audience.
Scala's success is currently coming more into the spotlight in the west (America and UK) since two of their songs being used as trailers.
In the UK, Scala's song Every Breath You Take which is a cover. It was used for the first series of Downton Abbey. The trailer was well made and edited but the music is distinct and I feel this type of exposure may have made some people search the song it was and in doing so become an audience of Scala.
In America, Scala's cover of the Radio Head song Creep.This also lead them to performing their cover of Creep on MTV which is the first and still most popular music channel universally. This film has won many awards and the trailer is memorable. Their name being associated will have undoubtedly opened them up to new audiences but more importantly get them recognised by Media Industry Giants.
I predict that Scala are a growing success, and they more they use their songs as advertisement in the TV and Film industry the more their music will become known.
They aren't a "growing success" in terms of them not already being successful. In Belgium and more local country's to their homeland they are constantly touring and how a wide and enthusiastic fan base.
Thursday, 7 October 2010
Scala and Kolacny Brothers Research
I came across Scala and the Kolacny brothers whilst browsing through you tube, I heard the covers they did and personally thought they were amazing. I went on the look at their website and research then further before i decided this was the bad I wanted to create a music video for one of their songs for, create a website and an album cover.
There website URL is http://www.scalachoir.com/en/index.htm
From the website Biography I found out a lot of information about the choir of girls and the directors and producers of it the Kolacny Brothers. The choir began in 1996 with just 18 girls, but today there is over 200 girls within the choir today. To begin with Scala was just a classic choir but as time progressed they became a rock choir as they were performing covers of U2 and Radiohead.
Once I looked through the site I became more and more intrigued. What did this the most was that the band had began to be noticed by the UK and USA.
In the USA, they did the music to the theatrical trailer for film the "Social Network", which has won 4 golden globe awards and is nominated for 8 academy awards. The song Scala and Kolacny Brothers covered for the theatrical trailer was Creep by Radiohead.
The difference in the songs is incredible, Scala and Kolancy Brothers manage to recreate the song completely giving a the viewer a completely different feeling.
Scala and Kolacny Brothers version of this song is chilling, almost haunting in a sense. Whereas Radiohead's version uses base and the harmonic singing leaves more basic song with less levels than Scala and Kolacny Brothers version.
Being recognised by the USA to the extent of them being used for big budget Hollywood film shows the progression that Scala and Kolacny Brothers have had. This has made them a more mainstream band as it had opened audiences up to their music and there extensive album's with many different covers of no.1 songs.
In the UK, ones of Scala's songs were used in the Trailer for the ITV period drama Downtown Abbey.
The song was originally performed by Police;
The difference within the songs, again shows the creativity of the choir and it's ability to change songs into completely different genre's filled with different feelings and sending out different messages to the viewer.
With this progression made in the next 12 months, I predict that Scala will become a more and more mainstream group and be used in soundtracks more regularly.
I decided to investigate if they were able to do up beat songs too, although they're amazing at slowing songs down and adding a chilling choir tone they need to be able to be diverse in the current music market with its "dog eat dog" values.
There website URL is http://www.scalachoir.com/en/index.htm
From the website Biography I found out a lot of information about the choir of girls and the directors and producers of it the Kolacny Brothers. The choir began in 1996 with just 18 girls, but today there is over 200 girls within the choir today. To begin with Scala was just a classic choir but as time progressed they became a rock choir as they were performing covers of U2 and Radiohead.
Once I looked through the site I became more and more intrigued. What did this the most was that the band had began to be noticed by the UK and USA.
In the USA, they did the music to the theatrical trailer for film the "Social Network", which has won 4 golden globe awards and is nominated for 8 academy awards. The song Scala and Kolacny Brothers covered for the theatrical trailer was Creep by Radiohead.
The difference in the songs is incredible, Scala and Kolancy Brothers manage to recreate the song completely giving a the viewer a completely different feeling.
Scala and Kolacny Brothers version of this song is chilling, almost haunting in a sense. Whereas Radiohead's version uses base and the harmonic singing leaves more basic song with less levels than Scala and Kolacny Brothers version.
Being recognised by the USA to the extent of them being used for big budget Hollywood film shows the progression that Scala and Kolacny Brothers have had. This has made them a more mainstream band as it had opened audiences up to their music and there extensive album's with many different covers of no.1 songs.
In the UK, ones of Scala's songs were used in the Trailer for the ITV period drama Downtown Abbey.
The song was originally performed by Police;
The difference within the songs, again shows the creativity of the choir and it's ability to change songs into completely different genre's filled with different feelings and sending out different messages to the viewer.
With this progression made in the next 12 months, I predict that Scala will become a more and more mainstream group and be used in soundtracks more regularly.
I decided to investigate if they were able to do up beat songs too, although they're amazing at slowing songs down and adding a chilling choir tone they need to be able to be diverse in the current music market with its "dog eat dog" values.
Thursday, 30 September 2010
Push - Pull Promotional Marketing Technique
After the research into the music industry which broke down the different departments that deal with different aspects I felt that I had a lack of knowledge in how the company promotes artists to boost sales,through research I found the pull and push technique.
The push and pull are described as promotional strategies.
Push
A “push” promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product, it tries to sell directly to the consumer, bypassing other distribution channels. With this type of strategy, consumer promotions and advertising are the most likely promotional tools.
A good example of "push" selling is mobile phones, where the major handset manufacturers such as Nokia promote their products via retailers such as Carphone Warehouse. Personal selling and trade promotions are often the most effective promotional tools for companies such as Nokia - for example offering subsidies on the handsets to encourage retailers to sell higher volumes.
Pull
A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product.If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.
A good example of a pull is the heavy advertising and promotion of children's’ toys.
The larger companies who are trying to revive a once famous star or have faith that the artist they have signed is going to be a hit would probably use the Pull technique as it brings in consumers to them. However the pull technique is more cost effective and does have success so with less main stream acts this technique would be used to insure that there is only profit not loss.
The larger companies who are trying to revive a once famous star or have faith that the artist they have signed is going to be a hit would probably use the Pull technique as it brings in consumers to them. However the pull technique is more cost effective and does have success so with less main stream acts this technique would be used to insure that there is only profit not loss.
Wednesday, 29 September 2010
Record label research
Record Labels.
After the research into the music industry went into such detail into the processes of big corporations I decided to look at the labels that command the high percentage of the market.
After the research into the music industry went into such detail into the processes of big corporations I decided to look at the labels that command the high percentage of the market.
Sony Music Entertainment.
- 11 subtypes of labels, specialising in different genres. From Christian music, country to hard rock.
- Also a wide range of independent labels which Sony music entertainment distributes.
- SME distribute to 10 different countries.
EMI group.
- 6 subtypes of labels, specialising in different genres. From classical and jazz to pop and r’n’b.
- Wide range of international labels.
Warner Music Group.
- More than 20,000 record label subtypes under the Warner Music Group.
- Extensive record labels mean wide range of genres.
- Wide range of independent record labels.
Universal Music Group.
- Owns or has joint share in thousands of record labels, including independent records.
- Wide range of genres covered, in UGM.
Scala's UK record label is PIAS which I found out when I emailed the band.
PIAS.
It was established over 15 years ago but when it first emerged it was called VITAL. It describes it's self as a marketing, sales, distribution and licensing solution offering a highly professional and flexible service for music, film, comedy and sport repertoire on an international basis.
PIAS UK is the sales and distribution arm of the PIAS Entertainment Group, and represents the very best in the world independent labels. They have offices in London and Dublin with over 70 staff who are committed to the highest standards of sales and marketing.
PIAS have played a part in the success of the world renowned artists such as ;
Oasis, Arctic Monkeys, Franz Ferdinand, White Stripes, Prodigy, The Strokes and Dizzee Rascal.
As a company they're satisfied with the success they've made in England and Ireland but they voice openly that they're always trying to achieve more and push the boundaries. They're constantly on the search for new UK talent which will add even more diversity to the current industry within the UK.
The labels unique selling point seems to be the flexibility they allow within their strategies because they recognize that the music and media market is fast changing.
They also have impressive media and marketing partnerships with BBC, Box TV, Bauer and IPC.
This shows that Scala is part of a big corporation rather than an independent one and the connections the record label have has already been shown through two of their songs being soundtracks to a film and a ITV drama.
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