DOWNLOAD FESTIVAL 2017
As we know, a promotional or corporate video is a video that is commissioned by a business or organisation, to communicate certain messages to other people, in the case of this video the organisation involved is not a company but an event in this case the event with is being promoted is a Music festival called Download that cater to the fans of Rock, Heavy Metal, Indie and Alternative music genres. In this case the promotional video is a type of production launch/ marketing event informing the fans of the festival of the announced headliners, whilst also giving them clips of what to expect from the performers.
When looking at the video itself it flits between a animated poster style and a montage of clips from the festival, As the music starts we can hear that there is no lyrics just and audio backing track of the song ''Toxicity" by system of a down, the first headliner of the weekend. We see the download logo fade in with the date of the festival shown below, giving people information straight away as to when the festival is being held that year, we then cut to a very quick clip of the download dog monument with os built in the middle of the field in the arena part of the festival grounds, its a place that a lot of people take photos of or with as its symbol of download, with the mascot being the download dog itself, those that have been the festival when shown that image would instantly recognise what it is, so we can see that straight away download are not only targeting fans of the genres but also people who have previously been or heard about it. On the first guitar slam of the music the video cuts to the logo of the first headline act of the weekend '' System of a down'' and their Band logo over an animated background image similar to the poster and merchandise using this idea of a universal image that people that know about download relate to it, that is the colours of red white and black but also using another symbol of download with is the download Totem. The video then cuts between a montage of clips of the band performing a previous year and clips of the crowd from that performance giving people information about what to expect from that performance. The video does the same for the other two headline acts ''Biffy Clyro and Aerosmith'' cutting to the beat between the bands logo on the animated poster background and clips of their performance in a previous year. It then cuts to the rest of the bands announced at the time, on the same animated poster background, ending on the download logo with the dates and the information that tickets are on sale now.
As suggested earlier the video is marketing the festival and the fact that tickets are on sale as well as providing the information of the first announcement of bands that are headlining the festival as well as the round of bands performing over the weekend, the mode of address they chose to go for was a serious one focusing on informing their target audience, because the video is simple and has no adult content the video is targeted at a universal age range as it is a festival for families but it only targets those people that know the bands or listen to that genre of music.
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