This is our questionnaire. It also helps us find the right target audience, we are going to give these questionnaires out to those who are aged between 16 and up to 33+ if necessary. We have also asked what sort of music they like to listen to and if how they listen to music, and if they go to any live venues such as; concerts and gigs.
Feedback
From the feedback that we received from the questionnaire, we noticed that the majority of people we asked to complete our questionnaire were aged 16-24. We had a mixture of both male and females, meaning that we got a fair result back. The occupation from the feedback were mostly students all with different parental occupations. The music genres that were most popular were Rock/Acoustic/Indie and Punk. We had a few random outliers of music genre such as HipHop and RnB. Most of the people also go to concerts/gigs every so often. The music channels that people watch were; VIVA, NME, Kerrang, Scuzz, MTV1, Flava, Chart Show, Smash Hits, The Box and 4music. Most people also like to watch live music. Many people watch music via the internet such as; Youtube, most people watch it on Itunes and MTV channels.
We also asked the question 'What makes a Music Video worth watching?'
This is the feedback that we received:
'Attractive stars! Humour theme running through narrative parts!'
'Having more than one thing to focus on to make it intriguing'
'Interesting narrative, bikini girls!'
'The music has to be good and the narrative goes with the song, bright colours'
'Decent narrative, entertaining, good editing, maybe a twist'
'Good music and narrative with a catchy song'
'Maintaining audiences interest with exciting shots and narrative, include something different'
'Experimental and different to others'
'Different to others and wanting to watch it again'
'Interesting narrative and good looking people, colourful'.
From our field research we will take all of these ideas and thoughts into account and try to portray these ideas throughout our music video so that it will be appealing and will catch the viewers eye!
To target a specific audience we need to think about the gender, race, age and socio-economic status from both parent and student.
This is the economic status; its essentially which class you belong to depending upon your job/ occupation.
Group
Description
A
Upper class;
-business, professionals
B
Middle Class;
-middle management
C1
Lower Middle Class;
-trades
Supervisory jobs
C2
Skilled working Class;
-blue collar workers
D
Lower Working Class;
-Manual workers
E
Subsidence;
-pensioners
-unemployed
Audience profiling can be split into two broad categories:
1. Demographic Profiling techniques
2. Pyschographic Profiling techniques
Demographic Profiling
As the media is growing, they industry needs to identify and target different segments of the audience to grow in order to market their own product to the 'types' of people who would buy it.
Therefore, the first type of audience profiling is to develop demographic grouping that involved people being grouped together to form a smaller audience based on variables such as; age, gender, geographical area, class, economics, religion, sexuality etc. This method groups people according to their lives they lead or their social or economic status.
However demographic profiling is clearing problematic. People are not all the same because they have the same job, income or class. All white female doctors are not the same and all muslim male managers don't share the same interest. As a result of these flaws, research has moved away from demographic profiling to psychographic profiling which categorises cosumers in terms of needs rather than characteristics.
Pyschographic Profiling
This type of profiling assumes the audience can be complex and to have certain needs which must be gratified. Adverts thus aim to appeal to the audiences' emotions and pyschological needs.
Young and Rubicam's Cross-cultural Consumer Characteristics:
1. Mainstream - 40% of the market, this is the largest section of the market. This group seek security in conformity and thus tend to buy well- known brand names.
2. Aspirers- These people are motivated by status. They buy smart, high tech and high fashion goods.
3. Succeeders- These people have already climbed the ladder and want to keep control of what they have. Car adverts that emphasise power and control are aimed at this group.
4. Reformers- This group want the world to be a better place. Educated people such as teachers and doctors who apparently are more likely to buy eco-friendly and health products.
Maslow's Heirchy of Needs
In order to advertise and market our product right we need to think about these factors.
Attention awareness for the audience , interest desire action and satisfaction.
Excellent work girls! You are clearly working really hard on this project and you have done lots of work here. Keep going with it! See the checklist. Don't forget to conduct some primary research eg. audience questionnaires and collate your findings. Also, please each type your name at the end of each post so i can see clearly who has done what. Don't rely on the labels as they change at random!
A trip to the Bradford Media Museum On the 17th of November 2009, we attended a seminar by the Creative Director of Poison Pen Films called Paul Morricone. http://www.poisonpenfilms.com/. Contact:paul@poisonpenfilms.com
Poison Pen Films have recently worked on a whole bunch of videos for the likes of Funeral For A Friend, Fightstar, The Holloways, The Young Knives, Forward Russia, In Case Of Fire, The Charlatans, Graham Coxon, Nitin Sawhney, Chris Lake, The Pigeon Detectives, The Answer and Blackhole amongst others.There he spoke about the production of music videos and he uses the lyrics as a base idea for planning production. He also says that he doesnt go off typical genres, he also gave an example, "most rock music videos film within grave yards and have people dressed in black". (Paul at Poison Pen Films, 2009).
We found this lecture rather interesting to watch, he also showed us some music videos he has just recently filmed.
He also mentioned the 'triangle' which is an element consisted of three stages in order to create an effective music video you need to have 2 out of the 3. The stages are, time money and quality this is needed in order to create an effective music video.
This is a picture of Scarlett and her friends outside The Bradford Media Museum.
Institution: Domino's Record
Domino Recording Company - A UK independent record label of over 15 years vintage.
ARCTIC MONKEYS
Maybe you’re about to read this and find out about a band called Arctic Monkeys. Or maybe you already know more about them than words could ever convey. Maybe you downloaded their songs months before record companies cared and maybe you were grabbed by the sudden urge to drive for half a day just to see them play. Maybe you picked up one of the demos they handed out at early gigs, memorised every word and bellowed them back at them during their next gig. Maybe you were one of the kids who’s taken up surfing across Monkeys’ crowds as a full-time hobby. And maybe you’ve also ended up with a permanent monitor-related injury because of it. Because unless your definition of success rests on how many private yachts you can afford, Arctic Monkeys were already massive way before they inked a deal with Domino in June 2005.
Domino Institution
Domino Recording Company, generally known as Domino Records, is an independant lable based in London.There is also a wing of the label based in United States releasing Domino artists' music from the label's Brooklyn offices and run by Kris Gillespie. In addition,Stephen Pastel presides over the subsidiary label Geographic Music, which releases more unusual British and World Music.
Independent labels have a long history of signalling developments in popular music, stretching back to the post-war period in the United States .Disputes with major labels about publishing led to a proliferation of labels specializing in country, jazz, and blues. Sun Records played an important part in the development of Rock 'n' Roll as well as country, with artists such as Elvis Presley, Carl Perkins, Johnny Cash, Jerry Lee Lewis, Rob Orbison, and Charlie Rich. The independent labels usually aimed their releases at a small but devoted audience, not relying on mass sales for success, giving artists much more scope for experimentation and artistic freedom.
I became a Fan on Facebook, to look at their information.
Arctic Monkeys : Fake Tales Of San Francisco. This music video gives us some creative ideas that we could include within our filming process, as this video shows you each of the band members, and its fans at a live venue.
The band we are using would be in an independant label possibly this one 'Domino'. Major labels is a majority of several other labels that make them big and popular, which is world wide with a wide audience and a top hit artist,
Within this music video it completes all the codes and conventions, including the artist, other performers and a dance routine that catches the eye of the audience. The video is so unusual and disorientated that it catches your eyes and makes you want to watchit till the very end. We will interpret these ideas into our music video as this has inspired us to be creative and come up with new ideas. The genre characteristics in this music video are disturbing as the song is called and relates to the term 'disturbia'. The visuals and lyrics are shown through the images you see, that are blurred with various effects that change colour throughout the video. The music is very upbeat and catchy, again attracting the viewer.
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Conventions of a music video (Goodwins six points)
- Genre characteristics
- Visuals/ lyrics
- Visuals/ Music
- Need to sell artist
- Intertextuality
- Voyeurism
Conventions of music Video/Promo
(Goodwin)
- There is a relationship between the lyrics and the visuals
(with the visuals either illustrating, amplifying or contradicting the lyrics)
- There is a relationship between the music and the visuals
(again with visuals either illustrating, amplifying or contradicting the lyrics)
- Particular music genres might have there own musicvideo style and iconography
(such as live performance in heavy rock)
-There is a demand on the part of the record company for lots of close ups of the main artist/vocalist
-The artist may develop there own star iconography, in an out of their videos which over time becomes their star image.
-There is likely to be reference to voyeurism, particularly in the treatment of women, but also in terms 'in looking' e.g. screens within screens.
-There are likely to be intertextual references, either to other music video, films or TV texts
Conventions of music Video/Promo
(Pete Fraser Teaching Music Video 2005)
- Lyrics: Tend to establish a general feeling or mood rather than offering a choerent meaning. Key lines may play in visuals associated with the song but very rarely will a video mirror all the lyrics of the song. - Music: A music video tends to make use of the tempo of the track to drive the editing.
- Genre: While some videos transcend genre, others can be easily categorised. These features may be reflected in the types of mise en scene, themes, performance, cinematography and editing style.
- Cinematography: As with any moving image text, the way the camera is used has a significant impact on meaning. Camera movement, shot and distance all need to be analysed.
Camera movement may accompany the movement of performers (Walking, dancing) but may also be used to create a more dynamic feel to stage performance e.g. consistantly circling the band as they perform on stage.
The close up predominates music video, partly due to the size of the screen but also due to the desire to create an intimacy for the viewer. It also emphasises the commodity on sale- the artist and voice.
- Editing: Although the most common form of editing used is the fast-cut montage- rendering many of the imaged impossible to grasp in the first viewing- ensuring multiple viewings- some videos do use pace and gentler shot transitions/cuts to establish mood.
Conventions of music Video/Promo (Pete Fraser Teaching Music Video 2005) Intertexuality: "Music video as incorporating, raidind and reconstructing". (J.Stewart) Music videos often use something with which the audience will be familar with to create nostalgia and associations with e.g. Beastie Boys Sabotage and Tv Cop shows, Madonna's Material Girl and Marilyn Monroe's film Gentlemen Prefer Blondes. It is not unusal that many videos draw on cinema- as this is usually where film school graduates start in music video. Narrative and performance: Narrative in songs, as in poetry, is rarely complete and fragmented. Music videos tend to suggest storylines and offer fragmented non-linear narratives- leacing the audience with a desire to see them again. The video allows a more varied access to the performer than a concert can. The mise en scene in a particular can be used:- * As a guarantee of 'authenticity' of a bands musical virtuosity by showing them in a stage performance or rehersal room. * To establish a relationship to familar film or TV genres in a narrative based video. * As part of voyeuristic context by suggesting a setting associated with sexual allure, such as a sleazy nightclub or boudoir.
* Or, as John Steward suggests, to emphasise an aspirational lifestyle, as in the current emphasis on the latest gadgetry.
Music Video's.... research continues That we can base our ideas on, we saw these music videos on television and thought that we wanted to include all three areas of genre, by using a narrative, performance and being experimental. We are also looking at inspirational videos that are more or less the same to what genre we will be working with, such as an indie rock band. This would help us with our codes and conventions needed for our product.
The Cribs: Men's needs.
This music video, includes experimentation with the song words at the beginning and also with a performer, but the artist has chosen to be the main key feature, whilst having a naked girl walking round stage and the song being called 'Men's Needs' is quite ironic.
New Order: Blue Monday
This music video has used animations as experimentation, i found this interesting to watch, and it also gave me ideas for my project. This video also includes the band members, which i thought was good as i am adding the performers in to.
Oasis: Stop Crying Your Heart Out
This music video has included all three genres, it starts off with a narrative of a young ethinic girl and then the camera turns to the performers, it is also experimental with the cinematography.
This is just a basic spider diagram of a few ideas that we have both generated as to help us have ideas that we can work with and choose from.
Scarlett
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Early History
Beginnings of MTV
* Artists begin to seen the need for promos for each release
* Changes in technology and gap in the cable market
* Boom in promos in the early 1980's
1960's Promos
* Hard days night and other rock films
* Lots of artists made little films
* Mainly drug-influenced
1970's Promos
* Top of the Pops started to use them
* Substitute when the band was on tour
* Still very experimental
Laura
The History of the 'Indie' Music
Independent music or famously known as ‘Indie’ music, is used as the term to describe the independence of music from major commercial record labels. These groups are mostly autonomous, self made and more precisely are pioneers. The people from this "Indie" class do everything on their own in recording, publishing and performances. Indie groups are usually not interested in taking help of any big names from Music Industry. The history of Indie Music dates long back in 1960’s. The format of the music then was pop, rock and roll and a slight dash of R&B. The lyrics of the songs was inspired by peace, love and anti-war thoughts. There immerged some bands like "Velvet Underground".
My Personal opinion is 'I still think of indie music as being something put out on a small independent label rather than a genre of music that sounds a certain a way but like a lot of things the term got mangled and ruined by the NME'. Scarlett.
Our Ideas
Within our music video we want to include the narrative, performance and be experimental when filming to make the video attract more of a target audience. We have thought about including animation of pictures that turn to shapes that can be a transition for the next line of lyric. First we need to find out which band we would like to star in our music video to then think about what song we would like to be filmed, this can then lead onto editing and cinematography. This then helps us get a clear view of if the editing can be fast or slow. We would also like to include some actors that can perform a dance routine that will fit with the song, this then will make the music video more interesting to watch.
We have also thought about the style of the music video and thought of bright colours, trance, electro and up beat. The picture colour would be changed from colour to black and white, we also thought of including flash backs from the past to relate to the song.
Scarlett and Laura
Branding
A brand is not the same as a product. A brand is the particular make of the product. for example, instant coffee is a product but Kenco, Nescafe and Tescos' own are all different brands of coffee.
A brand is often refers to more than just one product- it can refer to a whole line of products made by the one company e.g. the freshness of Bird's Eye products is often highlighted across its whole range of frozen goods, from peas to fish fingers.
What creates brand? According to mudvalley.com, there are eight elements that combine to create bran identity : Brand Essence: what the brand means in a sentence Brand Slogan: Often a catchphrase linked to a logo Brand personality:What kind of character does the brand have? Humanises the brand, makes it easier to relate to. Brand Value: What does it stand for/ against? Brand Appearance: What does it look like/ sound like/ taste like? Brand Heritage: What kind of tradition does it have? Emotional Benefits: What feelings does it offer consumers? Hard Benefits: Is it cheaper, better, does it wash whiter? What "real" qualifiable benefits does it offer the buyer?
One of the key elements of creating a successful brand is consistantly across the range of products promoted at any one time and consistantly in how a range of products are promoted across time: Brands need to provide customers with a consistent compelling experiences in order to not confuse them, as confusion leads to doubt (mudvalley.com). A brand can even be kept consistent across countries, creating a global brand. Brands work because they offer us a form of gurantee, a set of ready made values attached to product that we too can adopt upon purchase (www.mediaknowall.com). Advertising today is not merely about selling products; it is about selling a brand, a dream, a message. Katharine Viner, www.commondreams.org The main constant three stages that our product needs is * A consistent font and colour for our logo, that is the right connotations for our brand. * A consistent brand image- what image we need to send a clear message to people who we want to associate our brand with. * A consistent theme or campaign to use across all three products. A thoughtful approach to branding and making all three products look like they belong together is what will distinguish the best from the rest!
Laura
Branding Images
Kasabians logo
Kings of Leon logo
Enter Shikari logo
These are all Brand Images that we recognise from bands that are popular.
This gives us creative skills in to make a branding image that will attract other audiences not just our target audience. We have also chosen these logos as part of our project because the band we have chosen fits similary in the same genre.
Examples of Brands of music
We had a look at these music brands, and recognised quite a few that we have seen, we took in the consideration that it has to be eye catching but not always colourful.
Introduction Hello! This is Laura and Scarlett and we have decided for our Media coursework that we will be producing a Music Video! The reasons for this decision is that we were both passionate and were instantly interested in creating this project. We both love music very much and have been to a few gigs recently, we watch television quite regulary and the only channel we do watch is the music channels, here we get inspiration for our thoughts to create a music video.
We have both done thorough research looking into bands to use for our coursework. We did this by posting a message on our profile pages on popular networking site 'Facebook'. In which we received a lot of feedback along with emails, including details of the band.
From this research we have a total of 12 bands in which we can choose from. This gives us a great variety of different music genres to help us find which band we would like to work with. This gives us a selective choice of narrative that we can create within our Music Video. We have narrowed it down to just 2 bands in which we will decide upon. We have been invited by both bands to attend a live gig in which they will be performing this upcoming weekend. This gives us the chance to meet the groups themselves and decide which group will be starring in our Music Video!
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Research & Details - from the two chosen bands
BACKLASH17 November at 17:34
The band is called Backlash, we are a four piece hard rock band. We do mostly our own songs, so you can take your pick lol. The only thing is getting the singer and the drummer down into college, one works and one is at Runshaw. We have a gig at the Attic this friday at 10:00pm if you want to come and check us out. If not, there is a gig at the Live Lounge in Blackburn on the 12th of December at 10:00pm. Message me if you want anymore details.
We have a practice space in Darwen that we go to every other sunday. your the boss on how you do it :) we wont mind. Yeah, just give us a shout if you definitely are coming, its free entry btw.
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