iLL Manors E-Media: Tag London Campaign 

Summarise the Ill Manors Tag London campaign in 100 of your own words.

The Ill Manors tag London campaign combined both traditional and digital media. It influenced fans to tweet using the hashtag #illmanorsalbum to help raise awareness towards the album and through doing this it also helped raise awareness towards Plan B's twitter account because fans began to mention him in their tweets (@4planb). Additionally, fans were then prompted to tweet the tag London twitter account itself by using the hashtag #illmanors in order to express their feelings and views towards Britain's current state. The campaign inspired fans to tweet by selecting tweets that would then be tagged by graffiti artists and projected around iconic London sites. The tweets on these sites were then photographed and put onto social media to encourage more fans to tweet. Ultimately, the campaign had over 5,000 entries in the space of five days and nearly 300 selected tweets were tagged by graffiti artists. 

How does the Ill Manors Tag London campaign help to promote the film?

The campaign encourages fans to engage with Plan B's overall thinking behind the making of the album which will make them interact and eventually find out about the film  This will then lead them to wanting to watch the film as it links to his music and the tweets sent out about the current state of Britain. Furthermore, fans with strong beliefs similar to Plan B's will be intrigued into seeing his music and thoughts about Britain coming to life. 
What synergy (links) can you find between the Tag London campaign and other texts you have studied as part of the Ill Manors case study?

There is a link between the campaign and the broadcast platform because through both of them the fans get an insight into Plan B's ideas and beliefs. This then encourages them to see his work and state their own opinions. Furthermore, the campaign and twitter itself can help promote the interviews and encourage fans to watch them in order to get a clearer understanding of the inspiration bheind his work.
Why might user-generated campaigns like this be more successful than traditional media campaigns?

User-generated campaigns are more successful because they allow the fans to interact and helps with audience engagement. This benefits in promoting the album/film because the fans feel as though they are part of the process and can voice their opinions. This means that they aren't just being influenced in order to just benefit the album/film but instead their opinion matters. In addition to that, it also helps to understand how majority of the audience feel towards the album/film. This then leads to them making adjustments to improve sales. 
Choose FIVE of the tweets above and for each one write what target audience the tweet could appeal to (demographics/psychographics) and then link the tweet to one other media text you have studied as part of the Ill Manors case study (TEDx lecture, music video etc.) Justify your link for each tweet using examples from the film/promotional material.

WHY ARE THE RICH GETTING RICHER AND THE POOR GETTING POORER. PFFT TO THE GOVERNMENT.THE OLYMPICS WILL DESTROY LONDON #ILLMANORS.

This tweet would appeal to strugglers and reformers and again the youth demographic or people that are struggling generally. This tweet suggests that the government is all to blame as it states 'The Olympics will destroy London'.

ON PRINCIPLE, WHAT'S THE DIFFERENCE BETWEEN A TEENAGER LOOTING TRAINERS AND A POLITICIAN STEALING THOUSANDS IN EXPENSES? #ILLMANORS

I think this would appeal more to the older generation as it talks about both teenagers and politicians. It would appeal to the older generation more as the younger generation as they aren't as interested in politics. Whereas, the older generation get more involved with that side of things. 

#ILLMANORS JUST ANOTHER EXAMPLE OF CAMERON'S BROKEN BRITAIN

This tweet would appeal to both the younger and older generation, and the demographic urban middle working class. As it talks about the society of Britain and how it's been broken by David Cameron. 

#ILLMANORS INCLUSION NOT EXCLUSION.

This tweet would target mainly the urban youth demographic as it is aiming to voice their feelings to the people higher up in the social system. This is particular with the word inclusion, which shows how they feel as part of their society, which is basically excluded. This is very similar to the Radio campaign we saw as Plan B explained how he was excluded in his past experiences. 

#ILLMANORS, SOCIETY REBELLING BACK AT BROKEN BRITAIN, @4PLANB.

Again, this would target urban youth culture and in terms of psychographics would appeal to the aspirers, main streamers and resigned as they want everybody who has this stereotypical impression of the youth to understand that they are not all evil.

BFI Notes

Types of Cinemas: 

Arthouse cinema- Small independent cinemas 

Multiplex- Blockbuster and mainstream entertainment 

Crossover- nominations and award related films (prestige) 

Uses and Gratifications for national audience?

Information/Education: How do other British people live? What are issues affecting the UK? – People who are prestige and have authority

Social Interaction: ‘Crowd pleasers’ (social viewing), Oscar nominations (conversation point)

Personal Identification: National pride, solidarity, aspiration, glamorisation, reinforcing/rejecting values

Pure Entertainment: spectacle, escapism, adrenaline, (thriller/horror), catharsis (+emotional intensity)

Uses and Gratifications for US/international audience?

Information/Education: historical/literary figures, contemporary celebrities/royalty

Social Interaction: ‘Crowd pleasers’ (social viewing), Oscar nominations (conversation point)

Personal Identification: solidarity with subcultures/marginalised groups rarely represented in mainstream cinema

Pure entertainment: spectacle, escapism, adrenaline (thriller/horror), catharsis (+emotional intensity)

Film Examples

‘Franchise’: Kingsman: The Secret Service – Mix of arthouse, mainstream and prestige

A UK audience would like the entertainment and elite it has throughout the movie.

A US/international audience would like the patriotic representation and the adrenaline rush, thestereotypical shots, the violence, social realism and the plot.

'Heritage': A Royal Night Out – is nostalgic ‘rose tinted’  - prestige

Heritage focuses on: UK film used tourist marketing strategy (for foreign audiences)

Relationship with the past is not questioned or criticised.

A UK audience would like the history and meritocracy which is presented.

A US/international audience would like the information and knowledge provided the class difference as it is only presented in the UK which will reinforce the dominant stereotype and also the knowing and interests in the monarch.

‘Social Realism’: The Selfish Giant: an arthouse film

Social realism focuses on: Working or 'underclass' characters, Dark side of human behaviour, Seen to be the opposite of heritage cinema, Challenges audiences comfort zones- harsh reality of modern Britain 

A UK audience would like how an alternative stereotype of a teenager lives in the UK, the relation with the theme, the emotional intensity provided.

A US/international audience would like how social class is presented and how lower/working class children live and work.

Horror: The Woman in Black: multiplex/arthouse

Horror focuses on: The offered costume dramas, tradition of gothic theme and the US horror had stricter censorship towards this genre of film (preferred family films) 

A UK audience would like Daniel Radcliff as protagonist as he is well known from the Harry Potter franchise which is successful globally, it is based and set in England, and it follows inspiration from a British book/novel, a traditional British feel for horror, and links to Edwardian period based clothing

A US/international audience would like how it is a popular novel and stage performance 

'Urban Fairy-tale' Rom-Com: One Day: an arthouse film

Rom-Com:

• Romantic Comedy 
• Typical love story (based)
• Set in contemporary London - Lots of tourist landmarks; Middle class neighbourhoods 
• Vision of urban life

What would a UK audience like about this film?

• Location/setting 
• British landmarks 

What would a US/International audience like about this film?

• Sexual reference/theme
• Comedy
• Couple drama

iLL Manors: Print Platform- Branding 

The title is in the centre of the brief and the font reflects the British urban estates due to the block style writing. Also, the font is also continuous throughout, which makes it look more professional.  . Furthermore, The protagonist is also central in the cover and due to him being well known, it helps to identify the film and also the genre of the film, through the iconography of the weapon and the costume. The use of the mise-en-scene also helps to understand the genre of the film as the block dawning over the protagonist creates the sort of impression that the estate is towering over them and they're trapped within this society and cannot get out of their stereotypes and labels. In addition to that, the estates in the background helps give an insight into where the film is located.On the other hand, the brief clearly states the director of the film, by both names of Plan B and Ben Drew, this may have been done to cross promote Plan B as a music artist and Ben Drew as a director. The cover also consists of many reviews which helps the audience decide whether they would enjoy watching the film.

The brief overall is simple which helps the audience pick out key information. For example, the slogan 'we are products of our environment' is right at the top of the brief which might catch the audiences attention since thats the only sentence on the whole cover. Additionally, the slogan itself helps to summarise what the film is briefly about which helps the audience decide whether they would want to watch it. Furthermore, the title is in the centre and takes up majority of the space and the bright red is eye catching making it easy to recognise. Also, once again the block style font helps reflect the urban lifestyle. In addition to that, 'Plan B' is at the top of the poster whereas Ben Drew is at the bottom. This may be due to the fact that more people will recognise him by the name Plan B due to his music. The image on this brief in comparison to the first one is different as it shows all the main characters however, the main protagonist is still in the middle.

Due to the large writing this brief could possibly be a double page spread within a magazine. Furthermore, It also has star ratings on the cover to convey how good the film is to the audience and the title is clear and bold for the audience to see however the images of the characters is overpowering everything else on the brief and it also makes the poster seem more full and bright. The use of the main protagonist in the centre of the poster makes it easily identifiable The fact that it says 'featuring the brilliant new soundtrack composed  by Plan B' shows the director in all his greatness but also helps the audience recognise Ben Drew as a successful music artist. The use of the words 'featuring the brilliant new soundtrack composed by Plan B,' creates clear synergy between the soundtrack and the film. The cross promotion between the two help to combine.

iLL Manors: Print Platform

Mens Health Interview 

The core target audience for this magazine would predominantly be males aged 18-35. This is due to the fact that younger males would be more cautious about their body image and health in comparison to older males who are not as bothered.  In terms of psychographic groups, this magazine would target aspirers as the magazine is about maintaining/improving your body image. Furthermore, with the use of Plan B, the magazine would attract an even younger audience due to his recognition with them through his music. The magazine can be used for both entertainment and helping men improve their body image. The use of the celebrities in this magazine helps the target audience, specifically the younger audience as they stay motivated because they may see the celebrities as role models.In this interview the interviewer asks a series of questions, mainly focusing on the primary subject that would interest the reader (dieting), and then Plan B replies very naturally. The questions and answers are surprisingly quite short and to the point, there's a brief introduction which promotes ill Manors. Also, the fact that Plan B is the one who is talking about the topic would keep them even more interested since his is recognised amongst the younger audience due to his work. They talk about how he was dieting and how his lifestyle has changed after ill Manors; using this to promote his film works really well as this sort of synergy is created between his lifestyle and diet and then his film promotion simultaneously.

NME Magazine Interview 

The core target audience would be youth and young adult market from around 15-35 because hip hop and rap has soon been involved within the magazine, creating a much wider audience. Furthermore, in terms of psychographics, the magazine would appeal to explorers as the whole magazine revolves around individualism as these artists act as role models for young people.On the other hand, the magazine is about entertainment but it also focuses on personal identity as these young people learn from these artists as they are seen as role models. In this interview, Plan B has mainly focused on the political topic of David Cameron and the headline of the interview itself is  'Plan B attacks David Cameron'. The use of the word "attacks" helps keep the younger generation intrigued as they wouldn't be normally interested with political views. There is this cross promotion between the music and the film for ill Manors and the fact that he is being featured in a music magazine is particularly important as the readers would be interested in his music.

The Guardian

The target audience for the Guardian would be aimed at the younger generation, as the newspaper states that their main readers are "urban consumers with a keen sense of adventure when it comes to trying new products and experiences."  The Guardian is mainly left wing and it's a broadsheet newspaper, and would focus on socialist ideologies rather than conservatives. Furthermore, in terms of  psychographic groups, the Guardian would appeal to explorers. The interview informs them about Plan B's life and the difficulties he faced when he was growing up. This allows the reader to identify with Plan B and feel some sort of emotional connection with him. The fact that every paragraph tells a different story of his life helps the reader understand Plan B as Ben Drew rather than an artist and a director. The fact that he uses this as a tool to promote his film is a clear promotional technique which causes the reader to sympathise with him, understand him, and therefore want to watch his film. Furthermore, Plan B gives the audience a insight of the reasons behind his actions which helps the audience the purpose behind both his music and his film. 

Daily Mail

The Daily Mail is a  tabloid newspaper, it targets the middle class demographic. It's also a right wing newspaper and therefore the readers would mainly be conservatives. In terms of psychographic groups, the Daily Mail would appeal to succeeders as conservatives seek leadership and control. This article is different from the rest as it shows a negative side to the film. This could be due to Plan B being totally against the Conservatives.This could cause a moral panic, as the music video conveys riots and the audience may believe this may actually happening, as Plan B is against the Conservatives. Due to this article being heavily negative, this may influence the audience in to not watching the film. As they may view Plan B as a negative figure. 

iLL Manors: Broadcast Platform Concluded

DVD
1) What does this tell us about Plan B's intentions in making the film?

Plan B's intentions behind making the film was to help explain the irrational behaviour that we witness from youths and to explain their culture. He also says how he wants to challenge the stereotypes of them and get rid of the misunderstandings. 

2) What do we learn about the production process for Ill Manors?

Plan B originally made the film that had a script of 20 pages, however, he was told to reduce it down to only 5 pages as they had only one night to film. This then inspired him to make it almost like a music video, with Plan B himself rapping the narrative.

3) What can you tell about the possible target audience from this short documentary?
This film was created near to the time that the London riots took place. Therefore, as well as targeting its core target audience of youths aged 16-25, it targeted the alternative audience in order to provide insight to them as to why the riots took place and explain why the youths behaved the way they did.

4) Does the film successfully do what director Ben Drew (Plan B) set out to achieve? Explain your answer with reference to both the film and the 'making of' documentary.
The film does successfully do what Plan B wanted to achieve due to the fact that the cinematographer said that the film aims to show that there is 'hope in a hopeless situation'.

Broadcast/Online
1) What is SBTV? Research the channel and explain how it became successful.
Identify the target audience for this interview (demographics/psychographics) and say why.
SBTV is a multi-faceted company run by a small team of young people who work on web-based content, generally with a new music angle.The media platform has its origins and roots in urban music. This channel would mainly target the youth demographic, as it contains explicit language that would be more intriguing to younger people than the older generation. 

2) What is the audience appeal for an interview like this? How does the opening of the clip emphasise this appeal?
The opening of the clip immediately appeals to the teenage audience due to the colloquial language used. The use of swearing makes them more comfortable and helps build their relationships with the celebrities because nothing appears artificial.

3) How is Plan B (the brand) represented in this text?
Plan B is presented as someone who is extremely passionate about what they work for and what they believe in which shows through his hard work and dedication. However, he's also seen as someone who can joke around and swears, which helps promote realism of the youth in this generation. 

Television
1) What is the history of the Jonathan Ross show? What channels has it appeared on? Why has Jonathan Ross been a controversial media figure in the past?
The Jonathan Ross show is aired on ITV and played during prime time. In the past Jonathan Ross has been seen as a controversial figure in the media due to the prank call involving Russell Brand which led to them both being suspended from BBC.

2)What is the audience appeal for a programme like the Jonathan Ross show? and identify the target audience for this interview (demographics/psychographics) and say why.
The target audience would be adults aged 35-45. This is due to the fact there is adult humour and older celebrities on the show. However for this interview in particular, I think that the audience would of broadened to a much younger demographic.

3) How is Plan B (the brand) represented in this text?
Ross states: 'Most interesting artist around', which conveys importance of Plan B. Likewise, the listing of the qualities Plan B has: rapper, songwriter, actor and director shows how qualified and experienced he is.

Radio
1) How popular is BBC Radio 1? Find average listening figures for the station. How has the BBC Radio 1 audience declined over recent years? Why might this have happened?
The average listening figures for this station are 53,502(2014). BBC 1 radio has declined over the years as there has been an increase in their competitor market as more people have started to listen to music on-line or through social media. This is one of the reasons as to why it may have decreased.

2) Who is the target audience for BBC Radio 1?
BBC Radio 1 is a British radio station operated by the British Broadcasting Corporation which also broadcasts internationally. Radio 1 also provides different genres after 7pm . Therefore, the target audience for this radio station would aim around 16-25.

3) How does Plan B promote Ill Manors in this interview?
Plan B promotes it through the consistent mentioning of the film itself.  Also, he mentioned how hard his actors/crew worked for such a little amount. He spoke about the amount of faith he had in them, regardless of their background. Furthermore, we learn that the main song from the film was taken from the beat of a German song. 

4) What representation of Plan B can we find in this interview?
The representation of Plan B that we can find in this interview is that he is a very dedicated young man, however that he is also very last minute. We are told that he was the mastermind behind the music, directing and editing. It consisted of creativity and patience, but he told us it was all worth the stress, as it was a successful film at the end of it all. As a director, Plan B learnt that he will not leave things to the last minute.

iLL Manors Broadcast: TEDx Lecture 

Key points

·         No respect for Authority

·         Ignored by Society

·         Raised by music; Grime and Underground Rap

·         Conscious Rap

·         Broken Families and Broken Mentalities 

·         Encouragement and Motivation

·         Chav: Council Housed and Violent

·         Media 'demonised' the Youth

What are Plan B's beliefs/politics? What are his values/ideologies?

Plan B strongly believes that the youth are misjudged and the media demonises them, and due to this Plan B tries his best to help these kids that come from dysfunctional/broken families. He is against the government and their policies stating that they are not doing enough to keep kids off the street by closing down youth centres. He believes that all kids should be treated equally, whether they come from a council estate or mansion, or whether they were lucky enough to be born into a caring family or were unlucky to be born into a dysfunctional family. Furthermore, he can relate more with these kids as he's experienced what they have and therefore can understand them more better than anyone else. In addition, the word CHAV meant something good and positive to him. However, society nowadays have changed that and changed it to mean something negative, which Plan B is against.

Who is the target audience of the TEDx lecture? Demographics? Psychographics? How do you know? How does this compare to the audience for his music/films?

 I think the target audience for this TEDx lecture would mainly be middle aged working class people. It would be aimed at people who want to do the same as Plan B and help the less fortunate. In terms of psychographic groups I think this lecture would be aimed at reformers, as they would want to be educated about this topic so they can help youths in deprived situations. This relates to the audience for his music/film, the only thing that would be different is that the audience for his music/film would be much younger, 16+. 

What does Plan B say about the media? Explain how this can be linked to Cohen's media theory of moral panics? 

Plan B believes the media conveys the youth in only a negative way, and almost demonises them. He believes that by the media doing this and stereotyping them to be "CHAVS" they're going to be against being a part of society and decide to riot, as they've feel like they've been pushed out due to coming from a less fortunate family. According to Stanley Cohen, a moral panic occurs "When a person or group of persons emerges to become defined as a threat to societal values and interests" and people who threaten the social order have been described as"folk devils". Moral panics raise a strong theme of concern as there's some wrong behavior going on that has a negative impact on society. 

iLL Manors music videos analysis

Media Forms

How is it typical of a music video? 

It is typical of a music video due to many factors, one of which would be the duration which is 3 minutes. Furthermore, the use of the various settings is typical for music videos and the constant cuts from setting to setting is something that is commonly seen in music videos and especially within the rap and hip hop genre. The use of these settings create audience interest and also help the fast pace editing which matches the beat of the music itself. On the other hand,  footage from the London riots which took place in 2011 is used. This creates a montage and promotes a message about how the working class are not seen as significant is society and ultimately they resort to violence. However, Plan B is trying to highlight the fact that underprivileged people can also reach the top and he is an example of this. Throughout most music videos there's a use of direct address and plan be does this in a sort of sarcastic way, as it contrasts the lyrics as they have a lot of meaning to them. In addition, the use of direct address helps keep the audience captivated and engaged throughout the video. Also, it helps the audience understand the actual meanings of the lyrics and what the artist is talking about. In addition to that, the close up of Plan B's face allows him to lip sync his lyrics which is typical of a music video. The close-ups of Plan B also helps to enhance his star image and inform the audience about his success despite the fact that Plan B may have previously faced legal trouble. Instead, he uses the Ill Manors music videos to express his thoughts on  the government and how they are the ultimate reason for things such as the riots.

Media Representations

How does it represent the London riots/rioters?

To begin with, the representation of London through this music video is overwhelmingly negative. This is due to the portrayal of the riots and the rioters are all  young people, which produces a negative representation of young people and therefore confirms the stereotype that young people are rebels and violent. This is shown through the footage of the youth smashing shop windows, raiding televisions and other merchandise, setting fire to cars and having fights with the police. This shows that the London rioters were all involved with gang culture.The use of the propaganda; the real life footage from the riots, causes audiences to stereotype the city of London in a negative way. On the other hand, the footage of the Police becoming violent portrays an alternative representation of the police force as we would normally see them as doing right by the law. The London riots were presented in this music video as disturbing and destructive. This is a dominant representation as the riots had devastating effects and also encouraged the media to build a negative image of the youth. Furthermore, Plan B blames the government for presenting the working class youth in poorer areas as dangerous and not worthy of the governments money to discourage them from the streets and as a result, giving them nothing to do but resort to violence.

Media Audiences

What audience pleasures does the music video offer?

One main of the main pleasures this music video offers, is entertainment for the audience. With the use of the music, and visual graphics keeps the audience entertained throughout the video. In addition, one key theme in this video, is violence which is another factor in keeping the audience entertained. Additionally, the use of the cinematography and editing is also very captivating and fast paced, which would therefore interest an audience as they would enjoy watching such a thrilling video. Furthermore, the use of the animations also make the video different from the usual music video and would therefore be enjoyable to watch. This video appeals to strugglers because they are the ones being represented and reformers are attracted to this because the video itself is a protest from class equality and ultimately reformers would agree with the song because teenagers need opportunities to prevent them from rioting. 

Media Institutions

How does the music video help to promote the film?

The music video and the film both act as a cross promotion as the video includes the characters within the film and the name of the music video as well as the film is 'iLL Manors', which creates a link between the two. The fact that Plan B is within his video also promotes the film as we are aware that he directed the actual film. The use of the same song being used over the film trailer, again promotes the film as there is a direct link between the two. Furthermore, fans of Plan Bs music would ultimately want to go watch the movie. This would be the same for film lovers as audience members may see the film first being promoted on social networking platforms and would therefore find out about the music video. 

iLL Manors Track and Soundtrack Album Research:

iLL Manors (album) is a soundtrack recorded by Ben Drew, who his also known as Plan B. The album was released in 2012, under the label Warner Bros UK. The album was written and produced by Plan B himself. The style/genre of this album is mainly rap/hip pop. iLL Manors reached number on the UK album charts and was also nominated for the Mercury Prize. The iLL Manors track was the most popular track on the album; it sold nearly 38,000 copies in the first week of release. This single was based upon the 2011 London riots. Both the film and album received positive reviews.