Institutional Context

The Band is called “Now Is Everyone”. They are a teenage group from Guilford.
The four band members are Elliot the lead singer, Will the drummer, Joe the bass guitar player and Chris the Guitarist.
Here is a link to an Eagle Radio pod-cast of “Now is everyone”. This along with some phone conversations is where I got the information about the band from.

http://www.964eagle.co.uk/podcasts/eagle-radio-live-sessions/9-8-10.mp3

Institutional context questions:
1. What is the history of the band you have used?
The Band “Now Is Everyone” was formed in 2006 when all the Band members met at school, there have been a few members that have joined and left since the beginning but the band now is set. They are an unsigned rock/ indie band, who all come from the Guildford area. There ages range from 17/18.
“Now Is Everyone” has been playing gigs in local Guildford venues such as “The Boiler room”, “The Winchester” and “The Railway”. They also performed at the Guildford music festival “Guilfest” this year on the Rock sound stage.
The Bands star image at the moment the highly popular but very unoriginal indie rock grunge/stylized look.
“Now Is Everyone” say that there group has been influenced by bands such as “Muse” and “Biffy Clyro”, this is because of there performance style and star image. They have also been influenced by another local band called “Enjoy Destroy”, who has a very similar genre to “Now Is Everyone”.

A record label that would be likely choice to sign “Now Is Everyone” is ‘14th floor Record’. This is because they have already signed “Biffy Clyro” and other bands that are of a similar genre to “Now Is Everyone”. So they would already be familiar to the type of audience who would in interested in “Now Is Everyone’s” music so would know how to successfully promote the band.
We are hoping that our video will be eye-catching enough to give “Now Is Everyone” a good possibility to be noticed and to stand out against the millions of other upcoming indie rock bands.

2. What genre of music does the band fit into?
“Now Is Everyone” fits into an indie rock genre of music. The current local competitors are “Enjoy Destroy” and “Play Dead sister”. We are hoping that by working with this group we can help give them more of an edge by getting them move slightly out of this genre and to try mixing in other genre elements.
The genre indie already has a very set and unoriginal image which is now commonly worn by lots people, even those who are not fans of this music genre. The only positive is this does give us a starting point from which to create a new star image, as we can take elements from this genre but add in other elements. This way the style would still be recognisable but make “Now Is Everyone” stand out.
This is a very saturated genre so to be a new upcoming band competing against hundreds of other bands the percentage of successful new bands is very low. Which is why to be successful “Now Is Everyone” has to bring something new, fresh and exciting to the table.


3. What record label is the band signed to?

“Now Is Everyone” are currently an unsigned, however there are interested in being sighed to the record label “14th floor records”. “14 floor records” are a reasonably big but are not a super large label such as EMI. Some of the acts signed to “14th floor records” are Joshua Reading, Biffy Clyro, Marmaduke Duke, and the Wombats.
This label seems right for “Now Is Everyone” as they have already signed artist like them. So would know how to best promote them. A good way for this label to promote the group so that get well know by people who are into that genre of music is by letting them be the opening act on someone else’s show in there music genre who is also signed to that label.

4. Who are the bands audience?
“Now Is Everyone” band members are aged between 17/18, there music however I think would appeal to a very large age rage between 16-30 years. The type of audience which stereotypically listens most to this type of music are males but I think that “Now Is Everyone” would also appeal to a secondary audience of females aged between 15-25.

The stereotypical lifestyle of a fan of this genre of music is most likely student/young adult. So studying, working, partying and spending lots of time with friends. They would most likely be also listening to indie, rock, punk rock, metal etc… They would also be likely to own an ipod, download films and music, have a TV and own a mobile phone.

5. What kind of visual image has the band created for themselves.
On there Myspace page they use an emblem for the band with is a drawing of a the top half of a naked lady with long hair wearing a gas mask with dear antlers pointing out of it. They have not made any music videos before the one our group is making for them, so we have no previous video style to try to stick to. Which is quite good for us as it gives us more freedom when creating this video. There music video is likely to only be showed on Youtube, facebook and myspace at the time being because they are a pretty unknown, unsigned band.