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| The Partizan P |
What is Partizan?
Partizan, established in 1991, is an award winning production company that is renowned for it's creative excellence. Since it's launch it has become one of the leading production companies for not only music videos, but commercials, documentaries, feature films and animations, basically encompassing the breadth of the media world. Partizan has offices in London, Paris, New York, Los Angeles, Berlin, Shanghai and Mumbai.
Partizan and Music Videos
Partizan's music videos have quickly become some of the annual and even all-time favourites, and for the last two years won both Best Director and Best Producer awards at the CADS. Along the way they have also managed to collect an impressive number of Grammy and MTV awards.
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| Screen shot of the Partizan Website |
Some music videos that can be related to my own include Florence and the Machine's 'Cosmic Love, directed by Tom Beard. This vid's main target audience is teenage girls as it features a female lead, and a feminine touch due to the soft tones, sparkling lighting and close ups of make up and jewelry. However, it does possess this alternative feel due to the initial genre of the music and Florence's performance reflects rebellion and breaking free, which mirrors the essence of my video.
Another two videos of note which fall under the reasons why Partizan Productions would be ideal to produce my piece, is The Kills' 'Future Starts Slow' and Band of Horses 'Dilly', both directed by Philip Andelman, as they both possess an essence of simplicity allowing the viewer to really enjoy the music without losing interest in the graphics. These editing of these videos is cleverly crafted as the black & white of 'Future Starts Slow' emits a rock n roll feel in correlation to the genre of the song, and the vintage wash on 'Dilly' mirrors the indie rock genre as the tones personalize the video and are remiscent of the rock era. The mise en scene in both videos reflect a certain rebellious attitude as the band are featured just doing their own thing, especially in 'Dilly' as they come face to face with the police. I would like to incoroporate this carefree feel into my video to really convey the indie genre and appeal to my target audience.
Ace Norton, once again working with Partizan, has directed videos for Foster The People and The Virgins' single 'Teen Lovers'. Both bands have emerged around the same time as Matt & Kim and can be considered of similar genre. Therefore I feel the fact that Partizan has taken an interest in the production of their music videos ideal, as both bands are of the same feel and style as Matt & Kim. The simplicity, yet quirkiness of 'Teen Lovers' is very appealing to me as it provides a fresh take on the lyrics of the song in a doable, yet interesting way and is therefore considered as insipirational for my brief.
After making detailed research on Partizan Productions and the types of videos they have produced, I feel that they would be ideal for the production, distribution and exhibition of my own music video. Due to their wide selection of artists and genres, and specific focus on indie rock bands, they have the experience and knowledge of which type of audience would be attracted to a video and how to target them accordingly. Partizan also provides a fresh take on themes and style throughout their music videos, which conforms perfectly to the indie pop/rock genre explored in Matt & Kim's 'Daylight'. The fact that it is a fairly modern company means that they are open to upcoming ideas and genres, but still possess the knowledge of attracting an audience and popularity due to it's success.
In terms of the exhibition of my video, I would not want anything particularly individual and low-key, as although the genre would be considered as indie-pop, differing the the more mainstream style, I would still like it to gain popularity. MTV would be my first choice as it is the tv channel that first pops into my head when the exhibition of music videos is mentioned. It is also very good as it broadcasts a whole variety of different music genres, ranging from Lady Gaga's 'Poker Face' which could be considered as the epitome of mainstream music and the more quirky Foster the People's 'Pumped Up Kicks' which reflects the genre of our video and track really well.
Another music channel which could be suitable for the broadcasting of our video would be Kerrang! Tv as it focuses mainly on more alternative genres. It also has a peculiar selection technique in terms of which video is played, as the decision is taken based on popular demand. Popular demand being the biggest number of requests via text message will be played. However, I feel the video must be broadcasted only when it has gained popularity as an alternative music vid, as it's success on this channel is determined solely by it's previous popularity. Kerrang! TV is also a sister channel of E4 and 4Music, which is suitable, as I feel 4Music would be an excellent way to gain popularity throughout the UK.
When it comes to aspects of the internet and it's exhibition to my video, I feel that Youtube and iTunes, although the most obvious, will be the most helpful in terms of it's gaining success. Youtube is a website that allows anyone to view music videos, amongst other things, at whichever time they choose. This is very advantageous in terms of viewing, as differing from music channels which have a schedule tv program, youtube will allow anyone to view the video whenever they want thus increasing it's viewings and therefore popularity.
However, due to the increasing numbers of piracy, I feel that my video can not be exhibited solely on youtube, as no profit will be gained if people download it illegally. Instead, iTunes is an excellent form of internet exhibition, as the number of people downloading the accompanying video to a track is increasing everyday now. It also allows people to view them any time of the day, however we will still be gaining a profit as they will be paying for them at the same time.
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