target audeince

Here is one of the target audience member i am focusing on. His name is Samuel Benzie and is around 20 years of age. His hobbies are football, going out regularly and clubbing. the reason i have chosen him specifically is because of his interest towards music and R&B/hip hop and occasionally indie. He also enjoys listening to such artists as Justin Timberlake and Jay -Z. He has favourite music channels such as "4 music" and "viva". I asked what he would expect to see in a music video and his response was that:

• needs to clearly identify the artist
• wants it to be original
• the editing needs to match the pace of the song
• the visuals and lyrics need to complement the story within the video.

Justin timberlake - cry me a river

Viva (stylised as VIVA) is a music video and entertainment channel in the United Kingdom and Ireland. The channel was officially launched on 26 October 2009 by Alexandra Burke, with an exclusive live performance of her single "Bad Boys". The channel replaced TMF.The channel is owned by MTV Networks Europe and is originally a German channel. The first music video to be shown on VIVA was Alphabeat's "The Spell" in The Official UK Chart Show Top 20. On 19 September 2011
http://uk.viva.tv/

4Music is a music and entertainment channel in the United Kingdom.
It is the only channel within the Box Television Network to be branded under Channel 4 and the only channel in the network to be broadcast in widescreen. The channel replaced The Hits. It is available on Freeview, Virgin Media & Sky.

http://www.4music.com/

After analysing the target audience i had to then take into account the demogrpahic and psychographic features of him so we could further use this as a basis for a generalisation of whole target audience we are intending to attract.

Demographics	psychographics
Gender: male	Interests:   Sport activities such as football and netball. Also activities with friends     such as shopping and watching action films. Also listening to music in the genre of R&B, Hip Hop and Rap.
Age range: 20 years old	Attitudes: Mildly religious
Socio-economic: working class.
Sexuality: heterosexual
Ethnicity:white british

With regards to demographics we decided that the target audience would fall into the category with regards to social class from the NRS social grade D, C2 and C1. This was so we could attract a much wider audience and also because I feel that our music video can relate to this category in terms of poverty.

General overview of the target audience we wish to appeal to:

Demographics	psychographics
Gender: male and female	Interests:    activities with friends     such as shopping and watching various genre films such as action, comedy or romance films. Also listening to music in the genre of R&B, Hip Hop and Rap.
Age Range: 17-25 year olds	Attitudes: Mildly religious and left wing activists.
Socio-economic: working and middle class, D, C2 and C1 using the NRS Social grade.
Ethnicity: mixed ethnicity to appeal to a wider audience

costume

One of the costume used in the video is of the main character ( played by me) which we have designed to fit an authentic look towards the modern stereotypical teenager living in a urban surroundings.it also creates a deeper meaning towards the character as he can relate to some of the target audience because he is just an average person who isn't particularly wealthy and living in a urban setting. the costume includes:

• Main character ( Myself)

Trainers:

Trouser:

T-shirt

Here is another character dressed in costume:

 The shoplifter - Aaron Scott 

analysis of questionaire

Analysis Of Questionnaire

From our Questionnaire we discovered that generally people 

think an introduction is relatively important in a music video. 

From our questionnaire we can see that most people watch

music videos on the internet and on the Television

The main expectations of a music video according to our 

survey are: Shots of the performers, Narrative, Varied shots

and The artists singing.

Most people only watch between 4 and 7 music videos a week.

Our target audiences favourite genres of music were: 

Acoustic, Rock, Pop and R&B

The majority of our target audience were male.

Our target audience were all in the 16-18 year old age range

in depth question for target audience

After recording the results from my last questionnaire, I have decided to create a more in depth questionnaire which mainly focuses on our target audience (the younger generation with the age group between 16-20 year old).

Here is the questionnaire:

Target Audience Questionnaire

Circle Which Apply To you

What gender are you?

 Male        Female                

What age are you?

13-15    16-18    18-21     22+

What type of music do you prefer?

R&B              Country and Western

Hip Hop        Classical

Rock             Acoustic

Pop               Rap

How many pop video’s do you watch a week?

0-3    4-7    5-10    10-14

What do you expect to see in a music video?

Bright colours                  Colour effects

Varied shots                    Special effects

Shots of the performer    Narrative         

Dancing                          The artist singing

                     

Where do you watch music videos?

Internet                           Television

Mobile Phone                  iTunes

How important do you think an introduction is in a music video? Why? On a scale of 1-10

0   1   2   3   4   5   6   7   8   9   10

analysis of another students music video.

I will be analysing another students music video:

MRDEA A21112 Pass out

I have decided to analyse the students music video of pass out by Tinie Tempah, the reason I have chosen this is because it relates to the genre in which my music video falls into which is the category of R&B and Hip Hop and I felt that it would be useful to compare between this video and my own to see what conventions they have met, challenged and developed.

The sudden appearance of the artist instantly draws your focus into the video. We are also introduced to the distinctive and creative use of colour schemes to portray the style of the music which though effective, is a stereotypical convention used in RnB music videos.

The video has also met the convention of black artist in the video; this is something we decided not to meet because we wanted to create our own persona of an RnB music video.

I felt that there was a frequent use of performance shots which in my opinion could have used a more even balance of narrative or sequences to performance shots. None the less, the performance shot were very creative and kept me interested throughout the video. It also enhanced the professional appearance because of the way the performance shot were edited. A way to perhaps improve the balance is that they could use more varied shots and more urban locations to capture the urbanisation of the piece.

Tinie Tempah is a well known artist who is in the genre of Hip Hop and R&B and so I think having the artist singing in different locations, is a good convention for this genre as it shows the various urban areas which would be associated with this genre.

I admired the close up shots of the artist and the direct addressing to the audience as it portrayed the emotions and made me feel involved with the video as it really felt like the emotions to address to me.

I enjoyed the frequent use of mid shots used throughout the video as it signified the two artists as equal and not a indication that one has more importance than the other.

I felt that the editing techniques between shots at 1:58- 2:00 worked effectively because it is clear illustration of her creative and professional ability. This is an interesting technique and I felt that it keeps the audience interested and the quick transition between each one keeps the audience more involved and focused.

In conclusion, I think it is a strong music video and is a different and exciting interpretation of an RnB music video.

analysis

For my research i was to analyse 3 'R & B' videos in relation to our music song choice of the black eyed peas " where is the love".my first song choice was akon " smack that".

Firstly in this video there are a number of close up shots of different artists in the video. this mainly emphasises the artist and try to make them stand out more from the back up singers, dancers, extras. There is also a very gloomy and dark effect used in each shot (low-key lighting) which matches the narrative regarding prisoners being released and them creating their type of 'bad guys' vibe towards the video which creates a sense of darkness and suspicion towards the video. When "Eminem" starts rapping at 2:14 I noticed a increase in tempo and similarly, in the editing and shots used. this is done to not only promote him but to ensure the video and song come across 'as one', and to maintain the interest of the audience. Throughout the video we see many fade in and out effects during scenes, this relates to the time passing on which the prisoner has little of. Also there are various amounts of slow motion shots e.g. "1:49".this importance is to allow the artists and some vital scenes in the narrative to gain the extra attention. at 1:50 to 1:52 there are two extreme close ups of the female model's eye and lips. This is mainly to enhance her beauty and trying to make an effort towards looking beautiful in front of  the males in the scenes.

We notice that there is a narrative at the start of the video before the actual song. This mainly is done to create a build up towards the song and secondly to gets more of the audience attention and make it more interesting before they judge the song.the scene before the song starts we see Akon the lead artist is prison.this allows to audience to gain an in-look towards possibly his background but must important to set the audience up towards the rest of the video so they have a brief outlook towards the rest of the narrative throughout the video. 

The costumes used in this video are very dull, consisting of mainly all black colour which reflects the mood and atmosphere of the video it being very hidden and disguised to empathise that they're not meant to be there and trying to keep their identity covert.  Firstly in the narrative we see Akon in a prison jail costume.this creates a more authentic atmosphere towards the narrative as it is leading it up to the rest of the video.with the use of lighting again its very dim and dull however there is wide range of modern lighting technology which suggests that the people in this narrative are very wealthy.for actors i notice especially with the male artists, they wear very valuable clothing which indicates they're high status towards the narrative. Not only that but it also relates towards the whole R&B industry and the stereotypical approach to male artist having a higher status than women with one indication which is the way they dress.there are many women that are heavily made up with the use of make-up.this is mainly to enhance her beauty and suggests the fact that they are trying to make an effort towards looking beautiful in front of  the males in the scenes. For props we notice the wide use of jewellery on the male artists.this mainly empathises they're wealth and relates to the convection of this video.lastly with setting it is clear that it is set at a covert party which relates to the narrative and the "bad guy" vibe that is used in the video.

akon -smack that

For my second video i have chosen Justin timberlake "i'm lovin' it. The reason for this was because it gives out a very different aspect and style towards the video rather than the other two I chose.the narrative in this song basically shows how Justin's efforts to try and find this woman which he goes around new york city trying to look for her. The first feature I noticed was that it has a very different pace towards it than compared with the other two videos. This was to relate with the quick paced narrative that relates to the song and basically empathises the chase which is taking place throughout the video. I noticed that justin timberlake using a style of direct addressing one example is at "3:15", the reason why i like this style that he uses is because he uses direct communication with the audience. This immediately draws them into the video, something that I wish to use in our music video so that the audience can connect more emotionally towards our narrative and the lyrics in our song. Another point I admire about this video is it driven away from the stereotypical aspect of rich artists wearing expensive clothing becuase it is focusing more on the realism of the society and creates the authenticity towards the narrative and doesn't focus on trying to promote the artist by making him stand out.around half way into the video the pace quickens which the lead artist justin is getting closer to the woman he is seeking, which in my opinion is very effective in continuously keeping the audience interested as people do tend to get bored around half way through a song if it is repetitive.

Similar to the akon video, the use of costumes is very dull and involves no bold colours to create the authenticity of the urban setting which the narrative is taking place.with the use of lighting, again there are the slight use of it but on the contrast, it is quite dull which represtents a very dull atmosphere towards the setting however not the narrative which portray a very quick action paced chase which in my opinion should have more various uses of bright lighting.with actors, Justin timberlake is quite young which for me is very effective because it reflects the young generation getting into mischief and that they live in an urban setting which many of the audience can relate to and it can create a strong connection between him and the audience. For the use of make -up, again we see a woman quite heavily done up which mainly enhances her beauty towards the video. Lastly for settings it is set in an urban city to create a more realistic approach towards the narrative of video.

justin timberlake - im lovin' it

My final video i chose is 50 cent "candy shop". the theme and style in this video is very similar to akons " smack that", this is how many of the RnB videos are portrayed and shot mainly because the industry is trying to make it appeal to those target audience who enjoy cars, jewellery, women, ect. I firstly saw a dreary and gloomy effect used to create the first scene setting the atmoshpere for the entrance of the lead artist and to make him stand out from the surroundings. There is also a panning shot used on the mansion. This is mainly to set the narrative for the rest of the song and basically empathises where the lead artist 50 cent is heading to. What i also noticed was an foregrounded sound effect used on 50 cent's foot stomp at "0:17", this to me suggests that he is letting the audience and the upcoming women know that he has arrival and also to enhance his power and leadership which portrays him as having a very high status. As 50 cent enter the mansion I saw various amounts of jump cutting during the scene which increased the pace of the scene and created a  very exciting atmosphere which to me indicates a very sexual theme towards the narrative. There is also alot of slow motion editing shots used on the women in the video. This allows the audience to admire the beauty of the women and adds to the sexual theme of the narrative. Another method of doing this is by close ups of the female model's . This too enhance her beauty and trying to make an effort towards looking beautiful in front of  the lead male artist in the scenes similar to Akon's song video.lastly what i noticed is another use of direct addressing one example is at "1:17" to "1:22",again similar to my previous video Justin timberlake " im lovin' it" he uses it because he is directly communicating with the audience which immediately draws them into the video.there is a group shot at "1:40"  which in my opinion portrays the one lead male artist being outnumbered by several women which enhances that exciting atmosphere.

With regards to mis en scene, the use of costumes in this video includes very boldly coloured, valuable clothing which not only portrays 50 cents wealth, but it creates the authenticity towards the relation it has to the meaning of the title which portrays the reflection of candy being very colourful.for the use of lighting, I noticed that it is very bright which indicates again a relation it has with to the title of the song. For actors 50 cent is very well dressed which fits accordantly to his high class and status.yet again for the use of make -up,  we see a group woman quite heavily done up which enhances their beauty towards the video and all trying to impress lead singer 50 cent. To create an authenticity towards the narrative and the atmosphere, there is the use of a whip used on 50 cent which creates an exciting and sexual tension between them and the video as a whole. Lastly the setting is at a mansion which suggests a rich feel towards the narrative and video.

50 cent - candy shop

conventions

There were a number of convention i found when watching these three videos which were all very similar.

Here are a round up of the conventions i listed:

• Jewellery/ "bling"/ earrings/watches/necklaces ect. We are not considering on using any jewellery for our performance shot because firstly we are not trying to promote him/her, secondly we do feel it would create an authentic feel towards our location of the narrative with it being in a run down urban setting.

• Girls. We try not to enhance any women that will be in our music video's beauty again because it will take away the run down effect our location shots are trying to achieve.

• Black males. We hope to use some black males for some of the performance in relation to the actual artist however we still yet to ask some people.

• Sexual themes. We will not use any sexual theme because it does not match with our ideas and narrative of the song.

• Cars. We are not determined to use cars in our video because we feel it would create a more action fast paced feel towards our video which could eliminate our message to the audience. 

• Urban settings. This is a major aspect we are using towards our video because it matches perfectly with our narrative and the theme of the song.

• Lively atmosphere. We are not bothered on creating any lively atmosphere however it does relate to the urban surroundings so maybe as we progress into the filming of our video we might take it into account.

• Leading artists either gangsters,run downs, or very rich. We will be using some run down themes but nothing too dramatic and overly exaggerated.

After watching all three videos I noticed for the characters the leads singers were mostly black males. this for me emphasises the fact that lead black males are very common in the R&B industry which can create a very stereotypical approach towards R&B. with regards to mise-en scene the use of costume from analysing the three videos is very effective towards the atmosphere of the videos. I noticed that with customs the lead artist would always stand out with very rich and valuable clothing which enhanced their leadership. With the exception of 50 cent, the lighting was very dim and gloomy which for me created and authentic feel towards the videos, whether it would be because of the setting or the narrative of the video. With the actors it is clear that they are all male singers. This indicates a very male dominating approach towards the R&B industry and how that relates to them being able to wear such clothing. With the use of make-up I noticed that all women were heavily done up. This to me emphasises a stereotypical approach that the females try to enhance their beauty to impress the male figures which adds to them looking more powerful and dominant. The main prop that get drawing my attention was the use of jewellery. Again this is a indication of their wealth and power they try to claim in order to be more dominating towards the females and the R&B industry. Lastly for setting, the urban surroundings were very common which in my opinion suggests that the artists focus on the target audience who live in urban areas and try to appeal their music to them.

lyrics

What's wrong with the world, mama
People livin' like they ain't got no mamas
I think the whole world addicted to the drama
Only attracted to things that'll bring you trauma
Overseas, yeah, we try to stop terrorism
But we still got terrorists here livin'
In the USA, the big CIA fightin'
The Bloods and The Crips and the KKK
But if you only have love for your own race
Then you only leave space to discriminate
And to discriminate only generates hate
And when you hate then you're bound to get irate, yeah
Madness is what you demonstrate
And that's exactly how anger works and operates
Man, you gotta have love just to set it straight
Take control of your mind and meditate
Let your soul gravitate to the love, y'all, y'all

People killin', people dyin'
Children hurt and you hear them cryin'
Can you practice what you preach
And would you turn the other cheek

Father, Father, Father help us
Send some guidance from above
'Cause people got me, got me questionin'
Where is the love (Love)

Where is the love (The love)
Where is the love (The love)
Where is the love
The love, the love

It just ain't the same, always unchanged
New days are strange, is the world insane
If love and peace is so strong
Why are there pieces of love that don't belong
Nations droppin' bombs
Chemical gasses fillin' lungs of little ones
With ongoin' sufferin' as the youth die young
So ask yourself is the lovin' really gone
So I could ask myself really what is goin' wrong
In this world that we livin' in people keep on givin'
in
Makin' wrong decisions, only visions of them dividends
Not respectin' each other, deny thy brother
A war is goin' on but the reason's undercover
The truth is kept secret, it's swept under the rug
If you never know truth then you never know love
Where's the love, y'all, come on (I don't know)
Where's the truth, y'all, come on (I don't know)
Where's the love, y'all

People killin', people dyin'
Children hurt and you hear them cryin'
Can you practice what you preach
And would you turn the other cheek

Father, Father, Father help us
Send some guidance from above
'Cause people got me, got me questionin'
Where is the love (Love)

Where is the love (The love)
Where is the love (The love)
Where is the love (The love)
Where is the love (The love)
Where is the love, the love, the love?

I feel the weight of the world on my shoulder
As I'm gettin' older, y'all, people gets colder
Most of us only care about money makin'
Selfishness got us followin' our wrong direction
Wrong information always shown by the media
Negative images is the main criteria
Infecting the young minds faster than bacteria
Kids wanna act like what they see in the cinema
Yo', whatever happened to the values of humanity
Whatever happened to the fairness in equality
Instead of spreading love we're spreading animosity
Lack of understanding, leading lives away from unity
That's the reason why sometimes I'm feelin' under
That's the reason why sometimes I'm feelin' down
There's no wonder why sometimes I'm feelin' under
Gotta keep my faith alive till love is found
Now ask yourself

Where is the love?
Where is the love?
Where is the love?
Where is the love?

Father, Father, Father help us
Send some guidance from above
'Cause people got me, got me questionin'
Where is the love?

Sing wit me y'all:
One world, one world (We only got)
One world, one world (That's all we got)
One world, one world
And something's wrong wit it (Yeah)
Something's wrong wit it (Yeah)
Something's wrong wit the wo-wo-world, yeah
We only got
(One world, one world)
That's all we got
(One world, one world)

To me the lyrics in this song refers to the fight against racism that took place in mainly america but also across the world.  It explain  how  the younger generations  are getting involved in gangs and caught up in a difficult situations and problems that they cant always necessarily  avoid. This song is also telling us what this world of ours is turning into without love. It states all these awful devastating things that are going on in the world. Not to bring the audience down nor to make them feel guilty but to open your eyes and to show them the reality of what is going on.


One example from the song which relates to this is:

"But if you only have love for your own race
Then you only leave space to discriminate
And to discriminate only generates hate
And when you hate then you're bound to get irate, yeah"

characters

Various character included in our music video will be:

Band performers

• myself, Ash Scott-main character and band performer

• kate Fenwick - band performer

• Thomas Manson - band performer

• George cooper-band performer

other various characters included in the video:

• Aaron scott-shoplifter

• Feyi Oye - black member of gang
• Ola Majasan - black member of gang

The reason we chose this cast is because we wanted a young generation to portray the message of our music video across to the audience which was how the young generation are suffering and that they do not have much love and they are living in poverty. This is how we will potentially attract a wide audience, although we felt the four singers would look professional and realistic together as we found that the voices from the actual song did not match the cast in terms of voice. This was a big issue but yet we still stuck with the cast as we felt that it still worked well.

props

Here are a list of props that we are considering to use in our video:

• Newspaper

• Bible

• Banners

• Train ticket

• Microphone

• Handcuffs

• Cigarette

• Beer bottle

• Knife (maybe)

locations

market rasen-

• pitstop garage:

• train station

lincoln

• waterside, South

pelham street

• 
  

music genres

There are thousands of music genres within the music industry, however I have narrowed it down to a few. I am also taking into account that I am aiming at a target audience of any age but preferably the younger generation because the song in my opinion would create a bigger impact towards them and the society they live in, so therefore I will be focusing on the more relatively modern music genres and trends which are most likely to appeal to this age group.

Alternative rock

Alternative rock is a genre of rock music that emerged in the 1980s and became widely popular in the 1990s. Alternative rock consists of various subgenres that have emerged from the independent music scene since the 1980s, such as grunge, Britpop, gothic rock, and indie pop. These genres are unified by their collective debt to the style and/or ethos of punk rock, which laid the groundwork for alternative music in the 1970s. At times alternative rock has been used as a catch-all phrase for rock music from underground artists in the 1980s, and all music descended from punk rock.

Here is an example of an alternative rock song video:

Rap

Rapping refers to “spoken or chanted rhyming lyrics”. Rapping is distinct from spoken word poetry in that it is performed in time to a beat. Rapping is a primary ingredient in hip hop music & reggae, but the phenomenon predates hip hop culture by centuries. Rapping can be delivered over a beat or without accompaniment. Stylistically, rap occupies a gray area among speech, prose, poetry, and song. This is not so much a genre yet plays perhaps the most popular convention within genres such as RnB and Hip-Hop. We hope to include this convention with the genre of our music video. 

Here is an example of a rap song video:

Pop punk

Pop punk is a fusion music genre that combines elements of punk rock with pop music, to varying degrees. All music describes the genre as a strand of alternative rock, which typically merges pop melodies with speedy punk tempos, chord changes and loud guitars. Contemporary pop punk has been described as having “a radio friendly sheen to their music, but still maintaining much of the speed and attitude of classic punk rock.

Here is an example of a pop punk song video:

Post-hardcore

Post-hardcore is a genre of music that developed from hardcore punk, itself an offshoot of the broader punk rock movement. Like post-punk, post-hardcore is a term for a broad constellation of groups who emerged from the hardcore punk scene, or took inspiration from hardcore, while concerning themselves with a wider degree of expression. The genre took shape in the mid- to late-1980s with releases from the Midwestern United States.

Here is an example of a post-hardcore song video:

Heavy metal

Heavy metal (often referred to simply as metal) is a genre of rock music that developed in between 1968 and 1974, largely in the United Kingdom and the United States. With roots in blues-rock and psychedelic rock, the bands that created heavy metal developed a thick, massive sound, characterized by highly amplified distortion, extended guitar solos, emphatic beats, and overall loudness. Heavy metal lyrics and performance styles are generally associated with masculinity.

Here is an example of a heavy metal song video:

Electronic

In the mid to late 2000s, bands and others have introduced the use of synthesizers and keyboard instruments in post-hardcore music. Auto-tuned singing vocals and synthesized screaming vocals are attributes of this style. These “newer hardcore/electronic hybrid bands” often play songs that contain “danceable beats” and are known for “mixing, metal core drums with electro beats, dissonant guitar chords with infectious leads, and poppy synths”. In this fusion style of music, it is not unusual to hear a “heavy shout ring out in the middle of a collection of technical guitars and drums.

Here is an example of an electronic song video:

Drum and bass

Drum and bass is a type of rave music which emerged in the mid 1990s. The genre is characterized by fast breakbeats (typically between 160–190 bpm, occasional variation is noted in older compositions), with heavy bass and sub-bass lines. Drum and bass began as an offshoot of the United Kingdom rave scene of the very early 1990s. Over the first decade of its existence, the incorporation of elements from various musical genres led to many permutations in its overall style.

Here is an example of a drum and bass song video:

Dubstep

Dubstep is a genre of electronic dance music, originating from London, UK. Its overall sound has been described as “tightly coiled productions with overwhelming bass lines and reverberant drum patterns, clipped samples, and occasional vocals”.The term “dubstep” in reference to a genre of music began to be used by around 2002, by which time stylistic trends used in creating these remixes started to become more noticeable and distinct from 2-step and grime

here is an example of a dubstep song video:

we have decided to create a music video based around two genres or RnB and Hip-Hop, and attempt to amalgamate the genres to potentially attract a wider audience.

RnB

Contemporary RnB (also known as simply RnB) is a music genre that combines elements of hip hop, soul, RnB and funk.

Although the abbreviation “R&B” originates from traditional rhythm and blues music, today the term R&B is most often used to describe a style of African-American music originating after the demise of disco in the 1980s. Some sources refer to the style as urban contemporary. Today’s contemporary R&B music has a distinctly different sound than its forebears, focusing on pop beats and culture rather than the blues, gospel and jazz sounds of previous generations (though those elements are still sometimes present).

Here is an example of an RnB song video:

Hip-Hop

Hip –Hop music is a musical genre consisting of a stylized rhythmic music that commonly accompanies rapping, a rhythmic and rhyming speech that is chanted.
A culture and form of ground breaking music and self expression is because it consisted of the elements of graffiti art, DJing, MCing, and breaking. Today Hip-Hop is considered to be dead in the mainstream because mainstream Hip-Hop doesn't have the elements of hip-hop and have no meaning. 

Here is an example of a Hip-Hop song video: