Video of Pitch

                            Here is the video of the pitch myself, Kaan and Jack delivered to the class.

Pitch

Pseudo Indivuality

Pseudo Individuality

By this Adorno and Horkheimer meant that they way that the culture industry assembled products that made claims to 'originality' but which when examined more critically exhibited little more than superficial differences. An artist who fits this model is Justin Bieber and an artist who doesn't fit this model is Ed Sheeran.

Justin Bieber fits the model because has always been the typical and conventional pop sensation.

This is because of his catchy music, good looks, love songs and the power to sell songs and albums effortlessly no matter how good or bad the music is. He has sold over 15million albums worldwide, got over 11billion views of YouTube and has sold out many tours and continues to be the conventional pop star.

However, an artist who is very popular and has been very successful despite not being conventional is Ed Sheeran. Unlike Bieber, he is not good looking and his early music was not very catchy or conventional but despite this he became very popular and has been very successful recently. Songs on his first album, +, such as A Team were very slow and not catchy but despite this the song and album grew and grew. However, he is becoming more conventional with regards to his songs with regards to them being more conventional and more catchy. Songs such as Shape of You and Galway Girl are more fast paced and he has collaborated with artists such as Stormzy, who he probably wouldn't have collaborated with in the past. This is in order to sell more albums and make more money.

Audience Profile

After discussing our artist's background, myself, Kaan and Jack decided on our primary audience for our audience and what type of people would enjoy our artist's music. We created our primary audience's age, job, nationality, interests and their psychographics and personality. 

Song Choice

The song myself, Kaan and Jack have chosen to use in our music video is 'Heathens' by Twenty One Pilots. The genre of the song is rap rock and alternative/indie and it was released in 2016 as part of the soundtrack for the film Suicide Squad. We felt as if this song was suitable because it is a song our artist would enjoy and create and also the three of us really enjoy the song so we already have a connection with the song and portray this effectively within the music video.

Mood Board

Mood Board

This is the mood board myself, Kaan and Jack made in our media lessons. The mood we was trying to emulate the mood of our song, which is an indie/alternative song with a dark and edgy theme and we tried to do this on our board by using a black card, and through the pictures we used. We also put on the lyrics of the song and used some of the locations we plan to use in our video. 

Adorno and Horkheimer

Culture Industry

Adorno and Horkheimer were German theorists who had several theories on the culture industry. They adopted the term 'Culture Industry' to argue that they way in which cultural items were produced was analogues to how other industries manufactured vast quantities of consumer goods.


The pair argued that the culture industry exhibited on 'assembly line character' which could be observed in the synthetic planned method of turning out its products.

Adorno and Horkiemer linked the idea of the 'culture industry' to a model of 'mass culture' in which cultural production had become a routine, standardised repetitive operation that operation that produced undemanding cultural commodities which in turn resulted in a type of consumption that was also standardised, distracted and passive.

Adorno and Horkeimer

Adorno and Horkheimer linked the idea of the 'culture industry' to a model of 'mass culture' in which cultural production had become a routine, standardised repetitive operation that produced demanding cultural commodities which in turn resulted in a type of consumption that was also standardised, distracted and passive.

This theory was heavily criticised due to people claiming that the theorists were being 'snobby' and trying to take mass culture out of normal culture due to them not liming the culture. This was known as 'cultural elitism'.

The capitalist corporation seems to enjoy an almost omnipotent form of domination and both the consumers and the creative artists are not separate from but are directly connected to this system of production.

Adorno and Horkheimer stressed the structures of economic ownership and control of the means through which cultural products are produced and argued that this directly shapes the activities of creative artists and consumers.
Standardisation- the argument here is that there is nothing spontaneous about the process of cultural production: it has become a routine operation that can be carried out in an office by the application of specific formulae.