Unit 1.4: Final Outcome of Southbank Brochure

Final Front, Middle, and Back of Brochure

I think the final of my front cover works really well because the collage effect makes the cover look interesting, and appeals to my target audience which is people of all ages and backgrounds, without looking too chaotic.
I also changed the way the date under the title was placed because it looked too chunky before, so now I just used a simple outline to it so it is noticeable but does not detract attention from the main images.
Another adjustment I added was a tagline to make the brochure more memorable. The tagline refers to the London Eye as it is a main feature of the Southbank, this is why I placed it inside the image of the London Eye. The line also suggests to the reader that lots happens in the area so will make people want to visit it even more.
I moved the images around so that there would be no sharp cuts to them and make it look like if the job was rushed.

The middle page of my brochure also looks really nice because it has the necessary information and is not too much writing that would deter the reader from continuing looking at the brochure.
The image I had chosen for 'Sucker Punch' didn't really fit in among the others, so I decided to change it; this really made the middle pages look professional and was the finishing touch to my middle page.

My back cover for the brochure works well because it offers the reader valuable information and makes good use of the title and tagline from the front cover, this is a way to ensure the reader knows the magazine would be able to recognize it if there were to be more of the same but for different times of the year. There was a corner on the back cover that looked quite plain so I added an image from inside the Royal Festival Hall when I visited it, to show one of the pieces on display in the gallery.








Overall, I think I have done really well on my brochure because there is a consistency throughout it that makes it look professional and I was able to stick to the brief: create a guide to my local scene, which is the Southbank, that appeals to my target audience of people visitng the area; these people are both males and females, of all ages, and backgrounds.

Unit 1.4: Learning Logs

Monitoring of Progress Log

Strengths:
• I have written a good critique of the movie we saw at the IMAX when we visited the Southbank – “Despicable Me”, it was good because I wrote it all myself and wrote about I felt about it, I made the review personal.

• I was also able to do this for the review of the Southbank. I talked about what was going on, how I felt about the different locations we went to and what kinds of attractions there are.

• I have developed my creative writing skills by writing these reviews.

Weaknesses:
• I have had to re-write some of my critiques to improve them and make it a bit more personal at times.

• I did not do as much research as I could have for the jobs in the creative and media industry.

• I am behind and have not finished writing about the different creative and media jobs.

Things to Improve and Why:
• I need to do more research into the different jobs offered in creative and media so when I continue writing about it I will have useful and appropriate information about it.

• I need to finish writing about the jobs found within creative and media.

• When writing reviews I need to make sure I have made them personal before finishing them to avoid having to re-write them.



Monitoring of Progress Log

Strengths:
• I have designed my brochure and believe it to be to a professional standard, the colours I have used, blue and white as my colour scheme compliment each other well so that it is visually pleasing.
• The finished product of the brochure will appeal to a generic audience, as there is nothing that is restricted to one particular audience; there is something for everyone in the design. The front cover, for example incorporates pictures of different aspects of what can be expected from the southbank, from Mickey Mouse for the younger audience, to the London Eye for those ‘must’ moments, to art from the Royal Festival Hall for the cultural audience.
• The finished product is consistent, so that it is evident that the pages are all for the same brochure and company, I have done this by using an overall colour scheme and typography, as well as including the client’s website on the back page.

Weaknesses:
• I took quite long producing the brochure, so I was left behind schedule.
• My drafting needs improvement, as they are not in colour.
• I have not posted any of my work onto my blog.

Things to Improve and Why:
• I need to upload my work onto my blog so I can show my work because this is where my work needs to be displayed.
• I need to add colour to my drafts, so that they will stand out more and the idea for the design will be easy to see.
• I need to work quicker now that I am uploading all of my previous work on the blog, so that I don’t fall behind even further.

Unit 1.4: Step 3 for Southbank Brochure (Back Cover)

3rd Step of Brochure

For the final part I changed how some of the images looked, I added a drop shadow to the images to make them stand out and look appealing instead of plain and simple. The effects I used for the shadow of the images are the same as on the middle pages to show similarity between the brochure.

Unit 1.4: Step 2 for Southbank Brochure (Back Cover)

2nd Step of Brochure

I have now added all of the relevant information for the different events taking place. I have also added the directions on how to get there using public transport along with a map, I got this idea from one of the leaflets I looked at for inspiration for my own design.

I also added a website for further information in the bottom corner so anybody with questions would know where to go to for any information needed; to make the back cover more interesting, I used an image I took during the visit to the Southbank that makes the Southbank sound really good and entertaining.

Unit 1.4: Step 1 for Southbank Brochure (Back Cover)

1st Step of Brochure

For my back cover, I used the same colour I used for the middle pages to keep a form of continuity throughout the brochure; I also did this by using the same logo I created and using the same type font on the front and back cover.

I used a sub-heading to give the reader an idea of what the back cover is about. Then I wrote a general summary of the events you can find in and around the Southbank in order to attract as many tourists as possible.
I am using certain places of interest in the Southbank, such as The Hayward Gallery, the Royal Festival Hall, the Tate Modern, and the BFI Southbank. Next to each image and place I am writing what the event is and when it will be.

I am going to also add directions on how to get to the Southbank to make it easier for the reader’s of the brochure to get to the events.

Unit 1.4: Step 3 for Southbank Brochure (Middle Page)

3rd Step of Brochure

For this stage I saw that the films I used could be put in order of when they are showing so it would be easier for the reader to see when they could go to see the different films, and in what order they would be released.

I also checked to make sure the text was aligned properly so that the brochure looked neat and visually pleasing.

Unit 1.4: Step 2 for Southbank Brochure (Middle Page)

2nd Step of Brochure (Middle Page)

Next I added the relevant information to the page about the films showing at the IMAX, I accompanied the text with images of the film. In the information I included the name of the film, the certificate, and when it is showing, to make it look as professional as possible; I got the idea for this from the brochures I had looked at as research.

I made sure the font was clear so everyone would be able to read it. This is also why I alternated the side on which the images and text were to make the page clearer. The images looked quite plain so I used Photoshop to add a drop shadow to them so the wouldn’t look flat against the background.

Unit 1.4: Step 1 for Southbank Brochure (Middle Page)

1st Step of Brochure (Middle Page)

For my first step I added a background to the double page that was a light grey similar to that of the sky on the front cover, to show cohesion between the two.

As my main feature is the IMAX, I chose the image I had decided to use prior to starting my brochure, which was of the entrance to the IMAX, I added an effect on Photoshop to the image to enhance its look. As a title I decided to use the BFI logo because it is recognisable and people would know what the image is, I also used the ‘I’ in the logo as the first letter for IMAX to continue along because it is visually pleasing and the connotations of the word ‘max are good and uplifting. I added a small glow around the logo and word to make it stand out and draw the reader’s attention.

The typography I used is the same as on the cover to show consistency and the colour scheme is also the same so that it would appeal to everyone and anyone visiting the Southbank – my target audience.

I began the second page with a little information about the IMAX, to explain it a bit to tourists and am now going to show some of the films showing at the IMAX.

Unit 1.4: Step 3 for Southbank Brochure (Front Cover)

3rd Step of Brochure (Front Cover)

For the next step of my brochure I added even more images to my front cover to complete the collage, for the collage I added the name of one of the events taking place at The Hayward Gallery in the Southbank. This is also a good image to use because the title of the event is ‘MOVE’, which is suggesting to the audience they need to get a move and visit the Southbank., I also used another image of one of my peers because in this picture she is smiling while taking pictures – a way to capture happy memories – an appealing idea to everyone. I checked the front cover, filling in any blank spaces with images that had to do with the Southbank and its events, to make sure there were as little gaps as possible so I could get the desired effect of a collage.
I took off the anchorage text about the IMAX because it was too much and would have made the front cover look very crowded.
I now went on to add the date of the guide to show for when it would be relevant, I added this underneath the title as it makes sense to have them near so you have the important information as soon as you pick up the guide. I used the same style as the title to show uniform between them.

Unit 1.4: Step 2 for Southbank Brochure (Front Cover)

2nd Step of Brochure (Front Cover)

For the second part of my brochure I continued with the collage by using an image of the London Eye that I had thought to use on my other draft, the London Eye is a monumental attraction at the Southbank and known worldwide, I also added a picture of another student having a good time at the Soutbank to promote how much fun it can be. The title I had before was incorrect, as the client was not the Southbank Centre but The Southbank. While I was changing the colour scheme of the title to blue and white because it is more neutral towards everyone, I changed the title and spread it across the top of the guide to catch the audience’s attention.
I also moved up the heading about the IMAX because it would take away attention from the London Eye, which is an important part of the front cover.

Unit 1.4: Step 1 for Southbank Brochure (Front Cover)

1st Step of Brochure (Front Cover)

For my first step I added a light blue background so any spaces left between images would still blend with the front cover as a whole. I then went on to add the image I had previously chosen to use – taken on the visit to the Southbank – which was of Big Ben. After adding this picture to the cover I saw that there was still a lot of empty space that made the front cover less attractive, to solve this problem I decided to build up a collage of pictures from the Southbank to showcase some of what it has to offer.
However, I couldn’t just place the images anywhere because I had to think about the positioning of the text (the title and anchorage text), so I went on to add this in. I went with the font from my first draft because it was easily legible, and appealing to all ages. I had originally intended to have the title in the top left corner, but if I did this with the image I was using, the text would cover up Big Ben so the title had to be placed on the opposite side. I then began to play around with the colour of the text to make it stand out, but I was still using blue as a base colour for the text. I thought it would make the title more unique and eye catching if I used a contrasting effect by changing the colour within the same word and adding a block of the opposite colour behind it, this would ensure the audience would notice the title.
The anchorage text talking about the BFI IMAX was still placed at the bottom using the same font and colour and I added a soft glow to the letters so that the font would not blend into the background.
To form the collage I used a picture of a street performer dressed as Mickey Mouse to show the family appeal of the Southbank, i also decided not to use an image of the IMAX, because this way I will be able to keep the audience in suspense about it until they read about it inside.

Unit 1.4: Drafts of a Brochure to the Creative and Media Scene in the Southbank

Drafts for Southbank Brochure

Front Cover 1
The draft for my first front cover will have the title of the guide in big letters to attract attention and inform people what it is about, the font is easy to read and is directed towards an audience of all ages. Next to it will be the dates to show for when the guide is relevant. I will incorporate a picture of the Southbank to show to any tourists what it is. The anchorage text – “Biggest Screen in Britain” – is to tell people that the main feature will be the IMAX, using what it is most known for will help the target audience to identify the attraction. This text will be accompanied by an image of the IMAX to inform anyone who is not sure what it is. I will start this text with the ‘B’ from the BFI logo, to help showcase the institution the IMAX is with. As a tagline I will use the phrase “News from the ‘bank” because it is straight forward and will engage the audience to find out more as news is usually an important topic.

Front Cover 2
The second draft for my front cover will have the same title in big, bold letters only in a different font, this font is sophisticated and recognisable so will attract people. Again I will have the dates to show the guide’s relevance. This time the main feature is at the top of the page so it is the first thing you read after the title, by only saying “Biggest Screen” the audience will be intrigued to find out how it is the biggest screen. In this draft the main image is the London Eye, which is London and the Southbank’s most known attraction worldwide, which is great to target any tourists visiting the area. The tagline here is to do with the image to the right; it is a play on a well-known phrase, which suggests that the Southbank is where the most activities and fun is happening.

Middle Page
The BFI IMAX brochure I previously analysed inspired the draft for my middle page because I liked the way one side of the double spread was used to focus on one aspect. As the double spread feature is on the IMAX, I have decided to use an image of the entrance to the cinema that was taken on the outing to the Southbank in October, the image will take up the whole page with only the name of the institution to accompany it so that it is obvious but clear what is being showed. On this same page I think it will be simple but effective to play around with the name of the BFI IMAX, as they both have the letter ‘I’ in common and right next to each other when spelled out. This gave me the idea to merge the two. I think this will work well, especially because the use of the word ‘MAX’ suggests to the audience that it will be an incredible experience.
For the other side of the double spread, I will use the title mentioning the screen’s size, as it is what was used on he front cover, so this will show continuity. Underneath there will be a small amount of information about the IMAX to inform the reader but not so much that it will be visually displeasing. To show what films are showing my sub-heading will be a question so it involves the reader. I will use a brief summary of the film and the important information such as certificate and the dates it is showing.
For the design I will alternate the side on which the text is so that it will not look like too much text on one side and discourage the audience from reading the brochure.

Back Cover 1
The first draft for my back cover is very basic; I will use the same logo I made on the front cover for “The Southbank”, and use a question as I did in the middle pages to engage the audience and go on to mention how diverse the Southbank is as a general summary of what there is to offer. The layout is going to be separated so that each establishment has its own small section and means the back cover will be simple, informative and most importantly easy to read. The way I alternated what side the text was on in my middle pages I will do the same again for the same purpose – to spread everything out. I have left space to talk about the street performances you can find and to explain where the Southbank is and how to get there, this is a gimmick used in most guides. I used a uniform device between my ffront and back cover by using the tagline on both, on the back it will appear in the bottom left corner, as it is not as important as the other information. Underneath the map I will add the website for the client, which is Southbank London, because this will allow the audience with somewhere to go to with any questions they may have.

Back Cover 2
This cover is exactly like the first one only I have added colour to it and removed the information about the street performances because I will have already talked about this in the top bit and I do not want to repeat myself. So instead of having this I will fill in the space by telling the target audience how they can get to the Southbank, the main ways you can arrive there are by underground, railway, bus and the new bike hires. This will encourage the readers of the guide to want to visit even more because they will be confident on how to get there, the use of the map image also helps because if they were to get lost they know there is a point of reference they can look at.



For continuity and uniform I will use the same font and colour scheme throughout my brochure to make it look professional, I will only be using two fonts but both are easy to read; one font is for titles and sub-headings and the other is for the actual information. The colour scheme is blue and white, two bright colours that compliment each other and are visually pleasing. The background will also be a greyish-blue colour so it is not overpowering and allows the writing and images stand out.

Unit 1.4: Research for Creating a Guide to the Creative and Media Scene in the Southbank

Brochures Analysis

The brochure for the BFI IMAX has a simple front cover with just one image of an upcoming film being shown at the IMAX, along with the name in big letters giving us a basic summary of what will be found inside the leaflet. Under the name there is a tagline that intrigues the audience with a unique selling point. Also on the front cover we are told what time period the information inside is for to make it easy for whoever is reading it to know whether or not the information is relevant.
The way the BFI logo is presented on the front cover gave me an idea on how to make the masthead for my own leaflet. The way the ‘IMAX’ part is rotated to be on its side, attracts attention to it meaning it is made apparent to the audience what the leaflet is about.

The middle pages are quite minimal with just enough information so that it is not overpowering and does not bore the reader. The way that one film was the focus on one side of the double spread is eye-catching and requires the audience’s attention. On the other side we are given more information about other films showing at the IMAX. Each film has a picture with a summary, certificate and date for when it’s on.
Using this format for inspiration I will use the main feature of my double spread, which is the IMAX, to take up an entire side so that you know although the entire leaflet is about the Southbank as a whole, the middle pages will be concentrating on one attraction. As the example did I will add information about the IMAX and what’s showing at the establishment on the other side, to give the reader the information that is expected from a guide.

For the back cover I looked at another example of a brochure, which was one for the Southbank Centre. I looked at this one more than the leaflet for the IMAX because on my back cover I will have to add further information about more than one place. This example is useful because there are lots of events taking place around the Southbank and this leaflet has a layout for various gigs happening. The back cover here shows where the guide is for, so I will again use my masthead along with a sub-title explaining what is going on. The back cover of the IMAX guide has a map, which I think is a good idea because my guide will be all about the Southbank and a map will help the target audience to locate everything.

Unit 1.3: Personal Critical Response of the Film "Despicable Me'

‘Despicable Me’ – One of a Kind

Two grand doors leading to a blinding white light, to a form of escape. Heaven or what? No, the BFI IMAX.

The IMAX is located in the centre of the Southbank, the only way to enter the futuristic pod is to take a walk on the adventurous side and travel underground. Before even setting foot in the IMAX, the audience is excited and tense by the unique form of entrance. It’s almost as if you are becoming part of your own film.

Once inside, the service is satisfactory as the process of purchasing the tickets was slow even though it was not a busy time – Friday, early afternoon. However, this is no reason to dismiss the experience because the facilities are well maintained and kept to a high standard bumping up the venues standards.

The prices were quite expensive, but worth every penny to experience a one of a kind film on Britain’s biggest screen – the height of five double-decker buses – in breath-taking clarity. The snacks are also for those who travel prepared and have learned to never climb a mountain without a credit card.

Despicable Me is the latest computer animated 3D comedy from Universal Pictures and Illumination Entertainment; it was originally released earlier this year on July 9th 2010 in the USA. The film stars many known actors in some more than unusual situations such as the loveable villain Steve Carell and the vocal talents of some comedic heroes, such as Jason Segel and Russell Brand. A great addition and unexpected meany is the well-spoken Julie Andrews. It is the first of its kind as a CGI feature produced by Universal in association with its Illumination Entertainment division.

The story follows a supervillain named Gru (Carell) – where he’s from, no-one really knows – whose plan for a grand scheme includes using three orphan girls as his pawns.
Gru’s position as the #1 villain has been taken over by newbie, Vector (Segel) and so to maintain his title, Gru will commit the greatest crime of the century. He will steal the Moon. However, in order to do this he must first obtain a shrink-ray, owned by Vector himself who keeps it in his home under absurd shark-and-moat supervision. No matter how hard he tries to break in to the villain’s lair he just can’t. Right when Gru is about to give up hope, along come three orphaned cookie-selling girls who are permitted entry into Vector’s house with ease. This puts Gru’s brain to work; he will use the girls to sneak in mini shrink-ray-stealing robots. He will do this with the help of Dr. Nefario (Brand), his in-house crazed scientist who will comply with whatever kooky invention he needs. Only Gru finds that along the way the girls’ innocent love profoundly changes his ways and this deeply perturbs Nefario and he sets out to keep Gru in check over what his true intentions are. So not only is he fighting the fact that his ice heart is melting but he is also fighting his judgemental mother (Andrews) who never thought much of his ambitions and achievements. Will Gru be able to juggle children and evil? Can he go from superbad to superdad?

Its tough being #2…not a problem for Despicable Me. The movie has been a huge success opening at number one in the US box office pulling in $56.3 million, this success made it the third biggest opening grossing for an animated film, just behind the same company’s predecessor, Shrek Forever After. On August 5th, the film crossed the $200 million mark and became the first Universal production to reach this milestone since The Bourne Ultimatum in 2007. The movie had a budget of $69 million but made an incredible gross revenue of $417,323,775.

The key to this major success was the use of a villain we will all love to…love. In an amazing turn of events the main character is a villain, we find ourselves rooting for his scheming plot and his victory. The endearing supervillain captivates the audience from the moment we set our eyes on him with his suave, cool mannerisms and we are thrown into a treacherous mind-set thinking of ways to help Gru fulfil his plan.

Being that this film was originally intended for 3D viewing it has amazing graphics and every detail has been designed to the point where we can see every freckle on Gru’s face. The attention to detail of every one of the minions is superb: individual and quirky, with a hint of children’s innocence. Although completely computer animated, nothing on the big screen oozes as unattainable – besides the stealing of the Moon. However, the graphics have unfortunately been slightly overrated as although the polarised 3D gives a better effect to the film than any other form of 3D, a criticism I would give the makers would be that making the film more realistic and vibrant was genius, there is not much that really jumps out at you to enhance the viewing experience and the film would be just as great in 2D as it is in 3D. A sure-fire let down but not to worry, this doesn’t take away from the film and it’s ability to tug on your heartstrings.

The film has many emotional scenes; the film has its fair share of cheers, tears and laughs. A favourite scene of mine was when Gru’s adopted daughters are cheated at the theme park on a game stall and are not given their prize because the aim of the game was to knock over the spaceship, which seems to be welded down. So the crafty villain uses his blast gun to completely blow up the stall and finally knock over the spaceship; with his conquest done he bellows out “KNOCKED OOOOOVER!” Cue laughs plus more crazy antics.
Now for the tears. When Nefario threatens to make Gru stay on track and remember that the girls are just their tools, he decides the best way to do this is to take away his distractions. Prepare your eyes for the welling-up you will encounter when you see Gru face a decision he and the audience never thought would happen. Will he lose the girls for good? Will he decide he’s meant to give them back to the orphanage or will he fight for them? Has Gru really changed? Just a few of the question this sentimental scene will provoke in the audience’s minds.
There are times we will love and hate more than one character as they each change their ways as the time passes and they realise what is to be done about their lives.

The ending is a cause for cheers and celebration, full of dancing, music and hilarity as we see Gru’s family come together in an eruption of colour and energy. We see his minions - still arguing - act as brothers to the girls and Gru achieve something he has been searching for all his life but never thought he would ever get in his wildest dreams.

Yes, the trailers do tease us that the animation will be the story behind a Bond-type supervillain’s battle to stay on top but are pleasantly surprised by the dedication to fatherhood. Overall the combination of the two companies has created a fantastic feel-good family film for people of all ages to enjoy and learn the true value of family. It’s worth more than even the Moon.

Despicable Me – sure to leave you with a grin on your face and a whole new outlook on villains.

Unit 1.3: List of Sources for Writing a Personal Critical Response of a Film ("Despicable Me")

List of Sources
IMAX Sources
For information about the IMAX, I used:
www.bfi.org.uk
www.bfi.org.uk/whatson/bfi_imax
www.imax.com

"Despicable Me" Sources
For information about the film "Despicable Me" and inspiration on how to write a review, I used:
www.imdb.com/title/tt1323594
www.rottentomatoes.com/m/1214097-despicable_me
www.empireonline.com/reviews/review.asp?FID=136811

Unit 1.2: Presentation on Jobs in London in the Creative and Media Industry by Ms Dowdie

Creative and Media
An overview of the creative and media industries sector

The creative and media industries combined make one of the fastest growing sectors in the UK economy.
It can be divided into four broad sub-sectors - content, design, performing arts, and heritage and tourism. The sectors in this industry include:
• advertising
• architecture
• art and antiques
• computer and video games
• crafts
• design
• fashion design
• film and video
• music
• performing arts
• publishing
• software
• television and radio

Key drivers in the creative and media industries sector

The government aims to make the UK a global hub for the creative and media industries. Efforts have been focused on improving seven areas which drive productivity in the sector:
• education
• competition and intellectual property (IP)
• technology
• business support (including access to finance)
• diversity
• infrastructure
• evidence and analysis
The emergence of new technologies has changed the nature of market opportunities in the sector. For example, digital delivery has altered hugely the way content in the music, software, television and radio sub-sectors is supplied to consumers. New media is increasingly a key area of focus for growth.

Careers in Media

In the creative and media industries, every sector organises itself differently, but all individuals and teams share one common aim: to create successful products.

Jobs in Pre-Production
Art Director
Designer
Character Designer
Prop Designer
Background Designer
Colour Stylist
Clean Up Artist /Design Assistant
Casting Director
Casting Assistant

Jobs in Production
Assistant Director
Animation Director
Key or Lead Animator
Background Painter
Animator
Junior Animator
Key Clean Up Artist (Animation)
Assistant Animator
Lighting technician
Live mixer
Line Test Operator *
Runner *
Production Secretary

Jobs in Post-Production
Special Effects Animator
Digital Compositing Supervisor
Compositor
Checker
Editor
Editing Assistant

Other Media
Journalist
Broadcast Journalist
Presenter
Researcher
Editor
Editorial Assistant


Careers in Design
Graphic Designer
Designer
Web Designer
Web Developer
Interactive Media
Corporate Identity Designer
Editorial Designer
Multimedia Designer
Exhibition Designer
Packaging Designer
Print Designer
Product Designer

Careers in Music
Composer
Music Supervisor
Music Agent
Record producer
Artist’s Manager
Performer



Careers in Art
Drapesmaster
Art Department Coordinator
Story Board Assistant
Draughtsmen [ responsible for drawing up set design]
Graphic Artist
Set Decorator
Assistant Production Buyer
Prop Maker
Prop dresser
Prop storer
Photographer
Costume Design
Wardrobe supervisor



Defining the creative media industries
Skillset is the Sector Skills Council for Creative Media and works to raise skills levels in every sector of industry within its remit.
Skillset subdivides the creative media industries into ten sectors:
animation;
computer games;
facilities (which includes post production, studio and equipment hire, special physical effects, outside broadcast, processing laboratories, transmission, manufacture of AV equipment and other services for film and TV);
film;
interactive media;
other content creation (pop promos, corporate and commercials production);
photo imaging;
publishing (books, journals, magazines, newspapers, directories and databases, news agencies, and electronic information services);
radio; and
television.

Unit 1.2: Report of Employment in Creative and Media Jobs in London

Employment in Creative and Media in London

There are various types of jobs and career paths involved within the creative and media world; there are also lots of them and many opportunities to get into this type of work too. For example you can find jobs in: print media, music, performance, art etc, this means you could be a dancer, actor, singer, architect, graphic designer, journalist and many more.

There are jobs in media such as journalism; I met Paul Mardles, who is a journalist at The Observer. His job involves creating publicity for celebrities and bringing attention to certain stories. This job is print media, as the articles he writes will be printed for everyone to read.

I also met Marcel Pusey, whose job is in music; he has his own band and has produced a piece of music software, which teaches people how to use bars when creating music.

Chanelle Newman and Akala also work in the music side of the creative and media jobs. Akala is a rap artist who is managed by Chanelle. They are partners in the Hip Hop Shakespeare Company, which teaches young people about music and gives them a place where they can develop their skills.

Others I met that had jobs to do with music were Kevin Leo – a singer/song writer and Marcina Arnold – a voice coach.









As there are lots and lots of jobs in this industry and naming them all could take days, I decided to focus on a select few to give a good representation of the variety that is offered and researched them. Here are some of the jobs I researched.

Architect: To work in architecture you need to have people skills because you must be able to work closely with clients to ensure you are both happy with the designs and the final outcome. Also an architect should be prepared to work long hours, as it is a dedicated and hard-working job. Qualifications needed are a BS/ BS Honours in architecture a C+ in GCSE mathematics and English, some schools ask for maths or a science at A-level, its not always necessary to study art but you should enjoy drawing freehand and be interested in designing and making 3D models. Two A-levels or one A-level and two AS-levels will be needed. Universities you could attend are UCL, Kingston University, University of the Arts, London, University of Greenwich, and University of Southbank.

Graphic Designer: To be a graphic designer you must be confident in communicating your clients’ message with high visual impact. This type of job can include designing a wide range of products and activities, such as websites, advertising, books, magazines, exhibitions and displays, posters etc. some jobs involve working in teams, so you should be able to work with a group as well as independently. Qualifications needed are some form of HND or degree level qualification in an area of design. You need A-levels or a BTEC National and study an Art and Design foundation Diploma.

You should also have studied one of these: graphic design, 3D design, fine art, visual art, photography, and communication design. You could study at Ravensbourne and the University of the Arts, London.

Contemporary Dancer: In order to work as a dancer you must have the ability to use body language and movement to display a character, situation or concept to the audience. This type of work means that you should be able to take direction, be determined, prepared for auditions and rehearsals, have the ability to perform live, learn and use other skills such as singing and acting. Being a dancer is a demanding career and involves times of unemployment. The qualifications needed are experience in dancing and a HND or foundation degree in dance, you could study dance at Trinity Laban.

Session Musician: To be a musician you should be able to work independently and with others at live performances or recording sessions, however session musicians are not usually permanent members of a group. Musicians are determined and able to participate in concerts and recording sessions, you must be responsible with time keeping in order to practice and arrive on time to jobs or rehearsals. To be a session musician you should have sufficient ear training and versatility because you may have to perform in various settings. You should have four passes at GCSE level, an A-level in Music/Music Technology and/or Performing Arts, or a National Diploma in a relevant subject (Music, Performing Arts, etc), a degree in music at university, and experience is always a bonus. You could study music at the University of Westminster, and the Royal Academy of Music.

Journalist: To be a journalist you should be able to write articles and features for a variety of periodicals. Such as consumer magazines, business journals and trade publications. Journalists should be able to meet deadlines for submitting work, have knowledge of concise writing styles needed for the internet (online magazines), be able to do research for a particular story, feel confident interviewing people, prepared to work for almost no money when starting out and you must also be persistent. Qualifications needed to be a journalist are a HND or degree in journalism or English, a good grade at GCSE English, an A-level in English or Journalism. You should also have a talent for creative writing.

Actor: To be an actor you should be able to cope with the varying forms of work; from live stage performances of classics and community theatre, to soap operas, radio work and film parts. An actor could also be asked to teach or train others as well as provide entertainment. You must also be determined, persistent and prepared for auditions and/or rehearsals, and you should know it is very competitive so there will be times of unemployment. There is no set way of becoming an actor but qualifications that help are a degree in drama or an HND in performing arts as these can improve your chances of being cast and following this career path.

Overall I have learned a lot about creative and media jobs and how wide the range of jobs extends to. Some of the things I have learned is that architecture is a creative and media job because it is creative and contributes a form of design. I also did not know that there was a university that specialises in music and dance so close to my local area, such as Trinity Laban in Greenwich. Something else is that before this research, I didn’t know that journalism was part of creative and media. I now know that because it is media and involves being creative in your writing and how you present your research and articles.
The most important thing I have learned is that this industry is very competitive and that although there are many jobs in London it is still hard to get into these types of careers and so you must be persistent, dedicate and it would help tremendously if you have the right qualifications and experience for the type of job you are after.

Unit 1.2: Primary Research of Roles in Creative and Media Jobs

Case Studies

Here is some primary research I did about jobs in the Creative and Media scene, this is primary research because these are people I have met and have told me about their different jobs.

Paul Mardles: Journalist
• Works for The Observer as a subeditor, reviewing art and culture and has been there for almost 6 years. He started his music journalism career at a music magazine called ‘Sound’, which no longer exists.
• To prepare for his work he has to always do as much research as possible and should back up the research with other sources.
• To be successful he must meet deadlines as lateness is not tolerated, you will get one warning and that is it.
• The job can be frustrating sometimes, as although someone may lead an interesting life they don’t always allow that to come across in the interview, especially if they are not very talkative.
• To be a good journalist you need to be able to string sentences together, see things others can’t, be generally interested in the person you’re interviewing, read a lot and have a feel for how words work on the page.
• He had to be persistent without being rude in order to get his foot in the door and had to be prepared to work for nothing for a while.

Marcel Pusey: Bassistry + O-Generator Producer
• He has a band called Bassistry but also came up with the O-Generator software, which is used to teach people how bars in music work.
• He has his own company.
• His software can sell for £300 but could only take £4 to make each unit.
• The job of making the software was long and hard; it took 5-6 years to make.
• Queen and the first gig he went to inspired Pusey, his first gig was Def Leopard and he described it as mesmerizing.

Chanelle Newman (Sony) + Akala (Rap Artist): Hip Hop Shakespeare Company
• Chanelle is Akala’s manager but is also his partner as they both have their own company, which is called the Hip Hop Shakespeare Company.
• As well as being a rap artist Akala’s company teaches young people about music and gives them a healthy environment in which to develop their musical skills.
• It pays better if you take the time to do it yourself, if you cope with it all and take your time and are dedicated to it.
• Quincy Jones and Jimmy Hendrix inspired Akala to go into music.

Kevin Leo: Song Writer
• Kevin Leo is a vocal trainer and songwriter
• Worked with such artists as JLS and the Sugababes
• He is happy with what he does but says he has to work long and short hours depending on the client he is with at the time

Marcina Arnold: Voice Coach
• Marcina Arnold is a London based singer/song writer/percussionist
• When she visited we were involved in a task where we sang a blues song.

Unit 1.2: Research of Jobs and Requirements in the Creative and Media Sector in London

Creative and Media Jobs in London

Architect:
Architects design new buildings, make alterations to existing buildings, they also advise on the restoration of old buildings. They can work on individual buildings or on large development schemes. The usual workweek is 9am-5pm from Monday to Friday and usually office-based but time is spent visiting clients and the sites. Salaries range from around £25,000 a year up to £100,000, sometimes more for partners and directors.

Architects must work closely with their clients to ensure the projected designs are what is needed, functional, safe and economical. They can also be responsible for the design of the landscape surrounding the buildings.

A firm where I could work at if I were to become an architect located in London is Brisac Gonzalez Architecture at 179-181 Bermondsey Street in Southwark. They are currently working on projects in the UK, France, Russia and the Middle East, although they are based in Southwark.

The qualifications needed to be an architect are BS/ BS Honours in architecture a C+ in GCSE mathematics and English, some schools ask for maths or a science at A-level, not always necessary to study art but should enjoy drawing freehand and be interested in designing and making 3D models. Need two A-levels or one A-level and two AS-levels.
Universities you could attend are UCL, Kingston University, University of the Arts, London, University of Greenwich, and University of Southbank.

Graphic Designer:
Graphic designers produce design solutions to communicate their client’s message with high visual impact. These solutions are used for a wide range of products and activities, such as websites, advertising, books, magazines, exhibitions and displays, posters etc. A typical starting salary is £14,00 to £22,000, however salaries can vary depending on the sector of employment, location, and experience. Working hours are usually 37 hours a week, graphic designers usually work in communal studios because some jobs involve working in teams.

Graphic designers work to a brief agreed by their client or account manager, developing creative ideas and concepts using suitable media and a style that meets the client’s brief. They must meet deadlines and could spend long periods of time sat at a computer.

A firm/company located where you could work after study is IPC Media Headquarters located at 110 Southwark Street in London. This is a very famous media firm, they design lots of magazines, such as Nuts, NME, Now and Marie Claire.

The qualifications needed to be a graphic designer are some form of HND or degree level qualification in an area of design. You need A-levels or a BTEC National and study an Art and Design foundation Diploma. Also have studied one of these: graphic design, 3D design, fine art, visual art, photography, and communication design.
You could study at the University of the Arts, London, and Ravensbourne.

Contemporary Dancer:
Dancers use movement, gesture and body language to portray a character, situation or concept to an audience. This normally means interpreting the work of a choreographer, although it could be improvised. Dancing is a competitive and physically demanding career, it often involves times of unemployment.

To be a dancer you must be determined, prepared for and attending auditions and casting sessions, prepared to rehearse and exercise, be able to perform live, learn and use other skills such as singing and acting.

Qualifications needed to be a dancer are experience in dancing and a HND or foundation degree in dance. You could study dance at Trinity Laban.

To work as a dancer you could audition to be in West End musicals or go freelance.

Session Musician:
Session musicians are instrumentalists and vocal performers, who are available to work with others at live performances or recording sessions. These musicians are not usually permanent members of a group and do not often get famous as soloists or bandleaders.

Musicians must be determined, able to participate in concerts and recording sessions, they must be responsible with their time in order to practice and arrive on time to rehearsals. Maintain their instrument and/or voice in good condition and also able to learn new pieces of music to extend their repertoire.

To be a session musician you should have sufficient ear training and versatility because you may have to perform in various settings. You should have four passes at GCSE level, an A-level in Music/Music Technology and/or Performing Arts, or a National Diploma in a relevant subject (Music, Performing Arts, etc), a degree in music at university, and experience is always a bonus. You could study music at the University of Westminster, and the Royal Academy of Music.

Session musicians usually work freelance and may have a manager to help them book gigs and jobs with recording artists who are recording backing tracks.

Journalist:
A magazine journalist researches and writes articles and features for a variety of periodicals, such as, consumer magazines, business journals and trade publications. As a magazine journalist you could cover writing, sub-editing and designing.

Journalists should be able to meet deadlines for submitting work, have knowledge of concise writing styles needed for the internet (online magazines), be able to do research for a particular story, feel confident interviewing people, prepared to work for almost no money when starting out and you must also be persistent.

Qualifications needed to be a journalist are a HND or degree in journalism or English, a good grade at GCSE English, an A-level in English or Journalism. You could also have a talent for creative writing.

If I were to work as a journalist I could work for various magazines such as Look magazine, this would be about fashion journalism and targeted towards women.

Actor:
An actor uses speech, body language and movement to communicate a character and situation. This usually means interpreting the work of a writer under the instruction and support of a director, however there are some times when an actor will have to improvise the reactions of a character to a situation. Acting is a tough career and can include times of unemployment.

To be an actor you should be able to cope with the varying forms of work; from live stage performances of classics and community theatre, to soap operas, radio work and film parts. An actor could also be asked to teach or train others as well as provide entertainment. You must also be determined, persistent and prepared for auditions and/or rehearsals.

There is no set way of becoming an actor but qualifications that help are a degree in drama or an HND in performing arts as these can improve your chances of being cast and following this career path.

For work as an actor you can work with commercial theatre companies as they produce plays or musicals, usually running for a long time in the West End, as well as tours. There is also work with small companies on tight budgets.

The information I used in this research was gathered from www.prospects.ac.uk/index.htm

Unit 1.1: Research on the Range and Types of Creative and Media Activity in the Southbank

List of Sources

This is a list of the sources I used to gather secondary information about the different locations in my local creative scene, which is the Southbank.

www.southbanklondon.com - On this website I found a general overview of the Southbank and the different creative locations. There was information about the numerous events taking place.

www.southbankcentre.co.uk - This website is also an overview of the Southbank, it has useful links to creative venues, such as: The Royal Festival Hall and The Hayward Gallery. The events were easy to find using this website.

www.tate.org.uk/modern - This was a website specific to the Tate Modern (art gallery). It held information about the Tate Modern and its history, there was also as page with the events taking place and information for each one.

www.bfi.org.uk - This is the website for the British Film Institute, with lots of information about the different sectors of the BFI. It was easy to navigate around to find information about events taking place at the BFI Southbank.

www.shakespeares-globe.org - This is the website for Shakespeare’s Globe. The information here is all about the Globe and the events taking place here and when they will be going on.

www.pwc.co.uk - This website is for one of the supporters that contributes towards the running of Shakespeare’s Globe.

www.thepilgrimtrust.ork.uk - This website is for one of the trusts which supports the BFI. Here I found an introduction and useful information about the trust.

www.ukfilmcouncil.org.uk - This website is for the UK Film Council; one of the supporters from the public sector for the BFI. Here I found some general information about the organisation.

Unit 1.1: Written Report on the Range and Types of Creative and Media Activity in the Southbank

Review of the Southbank Arts Scene

My local creative ‘scene’ is the Southbank in central London. Its is a busy part of London life and appeals to many types of artistic people with there being something for everyone and incorporating all tastes of art. Southbank is the stretch along the side of the River Thames at the heart of Central London; it follows the river from Lambeth to Blackfriars bridges. The Southbank offers inspirational places to all ages with it being packed with art, theatre, music, film and free events. It is a proud London beauty and touristic attraction.
The South Bank has a range of creative and media activity such as:
Art and Photography:- Tate Modern and The Hayward Gallery
Performing Arts (Theatre):- The Globe
Film:- IMAX and British Film Institue (BFI)
Music:- Royal Festival Hall

Tate Modern

The Tate Modern is a national gallery that displays international modern and contemporary art. It is one of the four in the family of Tate galleries displaying selections from the Tate Collection. It was created in the year 2000 from a disused power station in the heart of London. Tate Modern displays the national collection of international modern art. The Tate Modern is one of the most interesting museums in the world, it is a must see due to its location – along the River Thames in an inoperative power plant – and the art exhibitions it is home to. It is free to enter the wonderful structure and you can purchase some memorabilia at not too expensive a price in the museum shops.

There are many events going on here for example, from 16th October – 19th October 2010 there is a performance entitled “Trisha Brown Company: Early Works”. This is celebrating Trisha Brown Company's 40th anniversary, Tate Modern presents Brown's Early Works created between 1968 and 1975. Originally produced as a performance for outside a conventional dance context, the Company performs this selection of first pieces for the first time inside a UK gallery.

There is also an exhibition from 3rd March – 31st December 2010 called “Martin Karlsson: London – An Imagery”. To celebrate the beginning of the works for Tate Modern’s new building, Swedish artist Karlsson has created a project on the 100-metre hoarding that encloses the works.




The Hayward Gallery

Her Majesty The Queen opened the Hayward Gallery in 1968. It is an astonishing example of sixties architecture and is one of the few remaining buildings of this particular style, designed by a group of young architects. The Gallery is named after the late Sir Isaac Hayward, the former leader of the London City Council.


From the mere look of the building you may not think much of it but it is home to many successful programmes and events of visual and performing arts. It has constantly has various interesting exhibitions, mostly related to design and architecture but you can find other types of exhibitions. There are never any fixed workshops/exhibits, so changes through a few each year. The focus of the Hayward Gallery is to showcase unconventional pieces that are usually interactive.

Some of these events happening at the Hayward Gallery are:

“Move: Choreographing You” is starting on 13th October 2010 – 9th January 2011. This exhibition invites the audience to become a participant and sometimes even a dancer in installations and sculptures by internationally renowned visual artists and choreographers from the last 50 years.



Another event is “Ron Terada: Who I Think I Am”, this is on from 28th September – 7th November 2010. It is the Canadian artists London debut, he is presenting a series of works that explore the ideas of creative aspiration and stardom from the recent histories or art and popular music.

The Globe

The Globe Theatre pays homage to the brilliant writer that was William Shakespeare.
The theatre was built in 1599 by Shakespeare’s playing company, the Lord Chamberlain’s Men, it sadly burnt down in 1963 but was then rebuilt in 1614 on the same site. This second Globe closed in 1642. However a modern reconstruction of the Globe opened in 1997 about 230 metres from the original site. This Globe was named “Shakespeare’s Globe”. The theatre forms the heart of an extensive exhibition about Shakespeare and the theatre of his time.

Until the 9th October 2010 there will be a production of Shakespeare’s “Henry IV” Part 1 and Part 2. Showcasing just two of the many plays written by Shakespeare.

There is also a new play by Nell Leyshon showcasing at the theatre until 1st October 2010 entitled “Bedlam”. It is set during 18th-century London and is written by the 2005 Evening Standard Most Promising Playwright Award winner. Leyshon is the first female playwright to be performed at Shakespeare’s Globe.


British Film Institute (BFI)

The British Film Institute has been around since 1929. They have a world-renowned archive, cinemas, festivals, films, publications and learning resources to inspire people. The BFI can be found around the UK.
Although it may not look like much from the outside, inside is an amazing homage to classic film and is not what would be expected of a touristic venue, it isn’t that expensive and inside there is a very chilled and relaxed atmosphere which encourages movie lovers and tourists alike to enjoy a movie archive/library without feeling out of place or stressed. Leaving any visitor with a smile on their face and greater knowledge of known and foreign cinema, festival and film.

Playing at the BFI Southbank from 18th-27th November 2010 there is “American Madness”. This film showcases the earlier era of cinema showing how wide the audience for the BFI is; this particular film is a fast-paced drama from 1932.

The BFI has diverse showings, from this black and white film to a more recent classic, such as “The Shining”. This psychological thriller from 1980 contrasts with the earlier example I mentioned being shown at the BFI Southbank, which truly captures the essence that is the south bank by appealing to various audiences in order to keep its touristic appeal live and kicking.

The BFI also has the IMAX as a part of it, the BFI IMAX is host to some of the greatest 3D films you can find, it is a very modern type of cinema and is located in the centre of the Southbank with only one underground entrance setting an adventurous mood for the viewer from the get-go. Once inside there is a sophisticated setting, but not intimidating in the least. I went there on the 15th October 2010 with my class to watch the newest 3D film, which was ‘Despicable Me’. When we were there we were introduced to what the IMAX was and some information about it, Miss Charlie Roberts – the school and group bookings manager told us that the screen was the equivalent height to fiver double-decker London buses; setting a truly unique and inexplicable experience. Visiting the IMAX is something to do if you’re ever in the mood for an amazing cinematic outing, as there is only one screen you are sure to catch the movie of the moment in amazing HD clarity and feel as if you are so close to the action that you can literally jump into the midst of it all. If there is ever any doubt of what the IMAX has to offer, there is no need to worry because there is no way to compete with the one and only IMAX experience!

Royal Festival Hall

The Royal Festival Hall sits at the heart of the Southbank centre complex and is ready to greet everyone as soon as they step foot out of the Charing Cross train station. It was opened as part of the Festival of Britain in 1951; the Hall is one of the world’s leading performance venues.

Once inside the venue you can find a variety of art; there is music, paintings and models, every piece as interesting as the next, with the entire building having a calm and relaxed atmosphere to it. The building has many floors where each serves its own purpose; the ground floor is used mainly as a performance area, some floors are used as a lounge area whereas others are more for business and conferences. The venue also allows a view at the Hayward Gallery and as well as that, it supplies an amazingly spectacular view of the River Thames and what is essentially London.

Some events taking place at the Hall are:
The “Celebration of Life Concert” on 22nd October 2010, returns with reggae legends, jazz, and groove. It is supporting Revival, the anti-violence campaign, which focuses on the need to cherish and respect all life.

As well as performances, talks and debates also take place in the Hall, such as “Taking Stock” on 14th October 2010. It is a chance to hear a famed director and founder speaking in his only public UK appearance this year. The participants will be discussing policies adopted around the world, focusing on the UK in particular.

The Royal Festival Hall offers the enjoyment of all types of art be it music, art or other performances.

The Southbank is a very diverse and interesting area of London offering a wide creative scene for this unit. There is a variety of actual venues showcasing creativity, however you can also find people who want to express their creative sides along the river side some people are busking, others are doing it just for the joy and thrill of being able to do what the enjoy while showing as much people as they can what it is they want to do. You can also find that some of these people do it to spread happiness to other people.
Examples of this are street performers who play music for commuters and tourists to keep them upbeat during the typical London weather. The capital itself is diverse and rich in creativity but it is certainly concentrated into the Southbank where you are sure to find the craziest and most imaginative street performances out there.

Here are some examples of the various types of street performances and acts you can find in the Southbank:

Band/Music Act along the River Thames

A Street Artist

Cycling Lizards

Charlie Chaplin Impersonator

Mickey Mouse

A Free-Runner

Busking Basket

Free Hugs