Music Label Reasearch - House

The genre of music which I have chosen to study is House music. I have chosen three different institutions which produce House music.

Three different institutions

- Spinnin’ Records

- OWSLA

- The Ministry of Sound

Spinnin’ Records

Spinnin’ Records was founded in 1999, by Eeolko Van Kooten and Roger De Graaf. The record company originated in Netherlands and they have continued to use the location of Hilversum, Netherlands. Spinnin’ Records is a Dutch independent record company which hosts approximately forty sub-labels around the world. They have different types of genre from their artists they are Electronic, Electro, House, Big Room House, Deep House and Progressive House.

OWSLA

OWSLA was founded in August 2011, by Sonny Moore. The record company originated from United States and they are currently located Los Angeles, California. OWSLA have founded many different well-known artists such as Skrillex. The record labels first release was Porter Robinson’s Spitfire which reached number one on Beatport.

Ministry of Sound

The Ministry of Sound was founded in 1991, by James Palumbo (the founder and chairman) and Lohan Presencer). The headquarters for the industry is in London, United Kingdom. This is a private music industry extremely well known around the United Kingdom. 

From this research when creating a house music video I would want to have 'Spinnin' Records' or 'Ministry of Sound' to be the music label as these are well known music labels and they are popular for producing house music videos which would benefit the making of mine.

Music Video Analysis - Martin Solveig

I have begun to research into the music video called +1 which is by Martin Solveig who is also produced by Spinnin’ Records, this is a type of House music. 

https://www.youtube.com/watch?v=-uRi_xo92VE

In this screenshot of the music video to the right you can see the artist wearing a dress but it also looks like it resembles a Rubix Cube. As the Rubix cube was invented in 1974 by a Hungarian Sculptor, this shows that this was close to the 80’s which the whole video shows aspects of. This makes the video look fun, in addition the colours on the woman’s dress are bright which draws attention to the eyes and where the background is white with different colour zig-zag lines which are called the micro-organisms of the 1980's which match the colours on the dress the woman is the main vocal point of this section of the music video. This the insures that the audience's full attention is on the woman on the screen.


Mirco-Organisms of the 1980's



The image to the right shows the different names for the different patterns which was used in the 80's and now in house music videos.

In this screenshot to the right you an see different building blocks which are also shown as colourful and childlike which implies that the song is for different ages. Also in the shadow of the building blocks it says ‘+1’ which is the name of the song. I believe that this is effective as not a lot of viewers will pick up on the hidden name title the first time that they watch the music video. This looks effective as it looks like it is a hidden message which could be hard to see first time of viewing the video. This section of the music video also adds to the first image of the woman in a dress which resembles a Rubix Cube as it is building blocks which could also have a relation to the Rubix Cube, the building blocks also look childlike which could mean you could find our '+1' at a young age. Within this shot it creates a a semantic level an the shapes (props) are being used as language while making this shot which reveals the hidden message within the building blocks due to the lighting being in a slightly higher angle than the highest block which makes the +1 stand out more on the surface which makes it noticeable for the members of the audience to see. This also creates a syntactic level as the props are used to show the title of the song which makes it relate to the song strongly and the message within the song is that there is somebody out there for everyone no matter on their gender, sexuality, human, animal or disabled. 

In this image from the music video to the left you can see the colour difference between the block in the center of the screen and the background. This makes the block in front stand out more which then goes on to show the dancing of the two males who are hiding their torso with the block. But there is only the body parts of one of the dancers but two heads are shown which shows two people can be together as one. This links to the name of the song as it shows that everybody has a plus one. The use of micro-organisms of the 1980's are used within this scene of the music video as the main focus is the different patterns within the frame which draw the attention of the eye of members of the audience.

I believe that this is a good shot within the music video as it shows a musical side through the use of the keyboard within the video. This shows the sort of instruments which were being used through the process of the video in order to create the song. Also I like it when the frame changes colour when a different key is used on the keyboard. With the flashing lights it reminds me of a party atmosphere which the song could have been created for. 

Through analysing this music video I want to create something similar to the keyboard flashing colours as each key is being changed in my music video as I believe that this looks effective and it fits within the codes and conventions of a house music video. I also like this part of the video as it is original and it creates a party theme for the audience which is created with house music. I believe this will look effective within a house music video as this meets all the codes and conventions of a house music video.