METAL EDGE SHARPIG

NHOOKEDSPUNKTIK MUSIC

AMAZON

SHAPING THE FUTURE OF MODERN ROCK

STRAIGHT UP HONEST ROCK

411 MANIAFULL OF

GRACECD UNIVERSE

HARD ROCK AT ITS FINEST YAHO

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Three Days Grace The brief, dedicated to developing the music promo video, requires a DVD

cover to be designed to secure a purchase of the product by the target market. To fulfil the brief I have decided to analyze the cover, ‘Life Starts Now’ by Three Days Grace. Although Three Days Grace has never considered their music a part of the Punk Genre I have observed conventions of their music

videos which exploit the characteristics of Punk, moreover my target market has suggested their interest in the band, (70% of the people surveyed liked

their music).

Denotation The album depicts a malice

group of individuals using baseball bats to pound a set of televisions that are depicted in the foreground. Spewing out of the television sets is a murky black that bleeds out at the bottom of the composition.

Gliding to the top of the album face one can observe a flock of crows which spew from the televisions themselves.

Colour is applied with control on the composition. The background is merely composed of chromes of black The figures depicted are defined by sharp, black brushstrokes. Also, the wave of crows conveyed are illuminated in a violet and Tyrian.

Connotation The foreground depicts youthful

vigilantes who are hooded. This perhaps suggests the media stereotype that most teenagers are aggressive individuals, however as cracked television sets are also depicted one can expect that the album tries to challenge the media interpretation.

Moreover the baseball bats connote the concept of aggression and frustration which fits the punk genre as of ten the message of the lyrics is to ‘stand up’ for your rights as an individual to be different.

On the other hand the colour used evoke contrasting concepts. The use of Violet and Tyrian create a gothic atmosphere whilst echoing the connotation of royalty, perhaps a device used to promote the album as a luxurious item.

A convention of the punk genre is the use of lyrics which offer a political, anti-establishment evocation. The idea is further suggested through the vandalism of the television because it is a symbol of the working classes stupidity and laziness. On the other hand it suggests the upper class’ power to control our thought.

The front cover of the album illustrates a modern Art theme to mount the album on a pedestal as art often is. The theme of art also suggests the notion of unrestricted thought as modern art is usually abstract, bold and expressive. This is suggested on the album by the splurges of black spewing from the television which emphasizes the maliciousness of the act.

One could say that symbolic colour is apparent in the background through the black and white faded areas to echo the art theme as well as create a sense of sophistications.

Perched at the top of the album cover is the title as well as the band. The font is illustrated in a calligraphy style to once again establish a sense of sophistication.

The band name Three days Grace is further illustrated through the 3 vertical lines depicted which add a gothic connotation .

Utilization The research I have conducted will be

extrapolated and the common conventions used:• Suggestion of gothic imagery•Thought provoking political message•Modern Art theme•Expressive composition e.g. thick brush strokes •Use of symbolic colour •Interesting font to depict album name and band name