Target Audience

Target Audience

The song that i am using for my music video will be within the Indie genre. The indie genre appeals to a younger audience than other genres might. This means that my target audience is between the ages of 15 and 25. This also means that they are all mainly still in education. Younger audiences are more keen to find new music that an older audience. This means that they are more likely to listen to Indie music and will like to listen to Indie-Rock and Indie-Pop music. Some artists that they may listen to include:

• Florence and the Machine
• Vampire Weekend
• Lana Del Rey
• Two Door Cinema Club

 

The target audience for my music video use a lot of technology which means they will spend lots of time on social media such as Facebook, Instagram, Twitter and more.

 

The main platforms that they use to watch music videos on are YouTube and Music channels. They will use a mixture of technology to watch these music videos and listen to the songs.

 

My target audience like to watch music videos that:

• Contain Interesting Locations
• Are based on a concept
• Have individual aspects
• Create/Set a mood
• Have small details that you might not see at first

In their spare time as well as spending time on social media and watching music videos they also like to spend time with friends, they like to shop, go to music festivals and concerts.

They are very conscious about current trends and the latest styles in fashion, technology and other general trends. As my target audience are very on trend and they wear clothes that reflect this.

Audience Research

Audience Research

Survey Link:
https://www.surveymonkey.com/r/CG6VYHJ

The main age of the people who took my survey were 17. All of the people where between the age of 16-19. This is quite a small age range for my target audience but around these ages is what my target audience will be.

More than half of the people who took my survey were females, while only less that 30% of the responces were male.

The main genre that people answered for this question was Indie music. with rock being the second most popular genre of video to watch. This helps me to choose what genre of music video i should choose to create.

Peoples responces help me to see that people aren't as keen on performanced based videos. This will mean that my video wont be a performance based video, but may contain aspects of a performance based video. The most popular type was narrative based videos. Due to these results my video will mainly be a narrative based video

There were mixed responces about what the best aspect of a music video is. A lot of the results said that they just liked the music, while others said that the best parts of  a music video is its individuality and the story behind it all.

Over 10 of the people who took my questionnaire said that they do watch a music video multiple times at one time. 8 people said that they didn't rewatch videos, while under 4 said that sometimes they did depending on the video or the song.

The main reason behind people rewatching is because they enjoy the song, or if the video is quite complex they want to rewatch so that they can spot something they didn't before.

A lot of the responses said that they do like to see the artist within the video, while under 1/4 of the people don't like to. 1/4 of the people said that they don't mind if the artist is in the video asnd that it depends on what the music video is about

The main aspect that people think is important to a music video is the location. This means that i will carfully choose the location of my video. Lighting was also quite a popular feature to a muic video, which means this is something else for me to look at.







Most of the replies stated that they watch music videos a few times a month.

The only platforms that people watch music videos on was Youtube and Music Channels

Star Theory- Richard Dyer

Star Theory- Richard Dyer

About Richard Dyer:

Born in Leeds in 1954. He's and English academic who holds a professorship in the department of Film Studies. Since 2006 he has been a professor of Film studies at Kin's College London.

Dyer's first full-length book was Stars (1979). Within the book he developed his ideas about viewers perception of a film being influenced by the stars that are within the film.
"A star is an image not a real person that is constructed (as any other aspect of fiction is) out of a range of materials (e.g. advertising, magazines etc. as well as films [music])- Dyer 1979


The theory that celebrities are constructed by institutions for financial reasons. They are built to target a specific audience or group of people. 

The theory can be broken down into 3 sections:

• Audience and Institution
• Constructions
• Hegemony

Audience and Institution

Stars only purpose is to make money. The institution modifies the artist round the target audience so that they appeal. E.g Rihanna


Construction
The stars built for an audience and isn't actually a person. The often have something signature that makes them different from other stars and helps them to stand out. E.g Lady Gaga's outrageous fashion and Katy Perry's Bright coloured hair.

Hegemony
The audience relates to the stars as they have features  that the audience admires. We can relate to that or we share that feature with them. some people may replicate what hey like about the star to be more like them. this might not always be a positive thing e.g. some abuse hard drugs and alcohol as they have seen their favourite stars doing so.
Dyer says that 'stars' are "constructed out of a range of materials", even though they are represented as being real people. Pop stars have the advantage over film stars in that their constructed image us much more consistent over a period of time, in comparison to film stars who are dependent on films they choose to star in.
 Stars can represent shared cultural values and attitudes, and promote ideology. Audiences interest in their values helps to enhance their 'star quality'. The performer creates their star persona outside of music through their beliefs, ideas and opinions.

Geoff Dyer's Star Image Theory

Geoff Dyer's Theory

The star is a real person
 Stars have aspects about them that make them seem 'real' to the audience and they feel they can relate to the star.

A star is a performer of public roles
The primary way that we encounter with stars through the roles they play, usually on television.

The star is a persona
 This is the merging of the star  ( the real person) with the roles that they play and take on.

A star is an image
The star is only sees the image of the star that has been created.

 An example of this is Cherly Cole:

The star is a real person
 Cheryl Cole is from a large single parent family  from a run down estate in Newcastle. She comes from a working class background.
She changed from Cheryl Tweedy to Cheryl cole. It wasn't an easy transformation and involved a lot of professionals - Girls Aloud management, Pr Companies, Music Video Directors, Xenomania (song writing and production team), wardrobe and make-up consultants.



 A star is a performer of public roles
Cheryl Cole is seen on the Tv quite often, but not always her performing.









The star is a persona
The roles that Cheryl Cole takes on and plays. She often takes on the same roles to reinforce her publicity. She often appears in Fashion magazines, music videos, The X-factor and recently in the L'oreal adverts.


A star is an image
 Cheryl Cole has become a sign with certain qualities, specifically her gender and sexuality which easily appeals to a wide audience. She is set up as a contemporary object of desire.
She has become iconic and a 'brand'  that's instantly recognisable. Her image is maintained through the different forms of the media.

Magazine Advert Analysis - Olly Murs

Magazine Advert Analysis - The Vaccines

Magazine Advert Analysis - Lana Del Rey

Digipak Analysis - Florence and the Machine

Digipak Analysis - Lady Gaga

Digipack Analysis- Biffy Clyro

Digipak Analysis- Arctic Monkeys

Analysis of a Music Video Taylor Swift - Bad Blood

 Analysis of a Music Video

• Media Language: effect of camera work, editing, sound and mise-en-scene on audience
• Genre: How the Video links to the music genre of the song
• Audience: What's the effect on the audience?
• Narrative: What meaning does the audience make from the video?
• Representation: How's the artist represented? How are other social groups represented?

 Bad Blood- Taylor Swift

Media Language:

Camera Work:

• Establishing Shots- Typical of a music video and of action adventure 'films'
• Close Ups- Mainly of Taylor. Close ups of others, but Taylor is always in the background
• Quick pan when they stab the teddy- exadurates the strong female image
• Pan over Taylor's body- male camera. Sexualisation of female body

Editing:

• Reflection of Taylor on the smashed glass- she's always on screen
• Slow motion- mainly on Taylor- Keeps her on screen for longer
• Use of CGI and Special FX- Adds  to the atmosphere of the video
• Split screen of Taylor and Kendrick
• Fast Cuts throughout
• Pixelated Fades- Shows reference to the technology

Mise-en-scene:

•  Low key Lighting with faces always visible- adds to the atmosphere
• Dark costumes and make up add to the atmosphere and reflects the mood
• Selena is seen in dark clothing when Taylor is in light- shows the protagonist and antagonist.
• Taylor has both red hair and lipstick at the end- suggests danger
• The setting is very mysterious as it has no windows and little light- Shows it as being hidden and a secret.
• Costumes- Sexualised

Genre:

• Highly edited, glossy, slick look to it- typical music video look.
• Futuristic sci-fi style
• The costumes, make up and setting are typical of a pop music video ( key to it)
• Choreographed elements ( not dancing)
• Artist gets lots of screen time
• Quick editing and fast pace reflects the song

Audience:

• Makes the audience feel powerful and strong after watching the video- Feel empowered
• Feel like you're part of the team
• Female strength message- empowerment
• Audience feels moments of tension throughout
•  Young audience can aspire to be like Taylor and her team/girls
• Enjoyment from watching the video as it's like a mini movie

Narrative:

• Taylor was once weak (falling through the window) now she's regaining power throughout the video
• Intertextuality-references to Divergent, Hunger Games, Tron, Sin City and more. CGI & Special FX suggest that there will be a fight or action in the video.
• Weapons create  a clear message on what's happening
• Taylor is pushed out the window- You take her side. 
• Her teams faces are visible- Shows friendship and trust- Close ups show they are the good side
• Selena's team all have their faces covered- shown as bad- don't support or connect with them.
• CGI and Special FX tell us that there will be a fight.

Representation:

• A-typical representation- shown as strong & violent throughout.
• Still certain aspects are stereotypical- Putting on lipstick and wearing heels
• Shown as feminine through their appearance
• Shown as equal to men- split screen showing Taylor is equal to Kendrick
• Empowering Females
• Star Image- Strong, Edgy image

Analysis of a Music Video The 1975 - Girls

The 1975- Girls

Media Language:

Camera Work:

• Close ups on the artists - more on the lead singer than other members 
•  Establishing shot of the band all together about to start playing- Sets the scene 
•  Long shots to include everyone  
• High angles that look down on the women- show them as smaller/weaker

Editing:

• Filter- Black and white
• Fast cuts- Fits with the beat and pace of the music
• Fast cuts- Make you re watch as you don't catch everything first time
• Cuts from men to women- compares and shows you how each is represented.

Mise-en-scene

• Location - Located in a studio- Mainly a white background 
• Lighting - Bright lighting and stage lighting - Highlights all of the characters
• Costumes - men are covered up in black-
• Costumes - Women's costumes are sexualised

Genre (Pop Rock)

Artist gets lots of screen time

Fast editing to reflect the song

choreographed sections throughout

Costumes reflect the genre- Women- Pop aspect of the genre Men- Rock aspect of the genre

Women in Pop- sexualised body language, make up, costume, etc.

Audience

• The audience feel enjoyment through watching the music video as its different and interesting
• Makes the audience view each sex differently,
• Makes them think about how each sex is viewed and if that's how they should be viewed

Representation

• Showing women and men to not be equal- mainly through the way they are dressed
• Showing how each sex is viewed
• The women are stereo typically represented

Image Change - Taylor Swift

Taylor Swift Image Change