1xtra street music advert
Purpose and meaning
The purpose of this advert is to inform people of the new station from the BBC. It shows that people from an urban background will listen. It also shows that the station is predominantly aiming for listeners of an ethnic background, but won’t discourage those who aren’t.
It is also showing the different styles of music they are going to be playing on the station; underground hip-hop, UK garage, jungle, drum & bass, ETC.
Form and style
It is a very informal advert, it is more of a promo for the station. It has no talking, but different songs and noises to represent different sounds, e.g. the song “sound of da police” by KRS1 is playing when the image shows a car with an alarm going off.
The advert has different music clips to illustrate different things that are going on, for example people talking, a dog barking or a car alarm going off.
The advert shows the type of people that might listen to the new station; people from the ghetto, people with different backgrounds. People who like Hip-hop, Jungle, garage, ETC.
The genre is urban based, with influences of street and youth. There is also a reference of Jungle and UK garage in there.
The advert is targeted at young people who are interested in Hip-hop; 15-25—29.
It would be shown on BBC TV - maybe a couple of primetime slots, it will also be advertised all of radio 1. Probably wouldn’t have been shown on BBC 2.
Probably shown on BBC choice (now known as BBC 3).
This advert will have taken quite a while to produce as it has quite a lot of elements in it.
I think the main challenge in producing this advert would have been getting the sounds lined up to the actions that are going on in the video. But also there’s quite a bit of audio editing required.
It would have required someone to find all the samples by chopping p the various songs. It would haso have required someone to record the VoiceOver that is heard at the end of the advert. It may have also required them to find actors and somewhere to film some of the scenes.