Some of the positive feedback I received was that my idea related to the conventions of the genre and also my chosen artist. On the other hand, the negative feedback mostly was about the setting I had chosen, as many felt that it may be difficult to film in an American diner. I contacted an local restaurant which had an American diner theme, however due to financial problems it would not be possible to film there. Therefore I will try to find another place to set the beginning of the video; I will possibly use somewhere in my school to create a scene that looks like an American restaurant.
Treatment Responses
I used the website Padlet so that other students could leave their feedback on my draft treatment. This task allowed me to find the strengths and weaknesses within my draft, so that I could make any relevant changes according to the demands of my target audience.
Some of the positive feedback I received was that my idea related to the conventions of the genre and also my chosen artist. On the other hand, the negative feedback mostly was about the setting I had chosen, as many felt that it may be difficult to film in an American diner. I contacted an local restaurant which had an American diner theme, however due to financial problems it would not be possible to film there. Therefore I will try to find another place to set the beginning of the video; I will possibly use somewhere in my school to create a scene that looks like an American restaurant.
Some of the positive feedback I received was that my idea related to the conventions of the genre and also my chosen artist. On the other hand, the negative feedback mostly was about the setting I had chosen, as many felt that it may be difficult to film in an American diner. I contacted an local restaurant which had an American diner theme, however due to financial problems it would not be possible to film there. Therefore I will try to find another place to set the beginning of the video; I will possibly use somewhere in my school to create a scene that looks like an American restaurant.
Draft Treatment
I created this draft of my treatment to display my initial ideas for my music video. I incorporated ideas from my questionnaire and my focus group in order to appeal to my target audience. This will hopefully ensure that they will enjoy my video. This task will be helpful when actually creating my music video since I will know exactly what I want to do and what I need to do it.
Focus Group
I organised a focus group with my target audience: female students, between the ages of 17-19. Firstly, I played them the song I have chosen for my music video (Lovin' It by Ariana Grande) and then asked them questions relating to the song. I also asked questions which were linked to the questionnaire I had previously distributed, since this allowed me to gain a more in depth knowledge of the audience's views. This activity was helpful in finding out their thoughts and opinions on the song and what ideas they thought could be incorporated into the music video.
I liked a lot of the ideas that they came up with therefore I will use some of them in my music video.
My questionnaire results showed that the audience like to see a narrative storyline within a music video. I therefore asked the focus group if they had any ideas of a storyline that would go with the song I've chosen. I like the idea of a girl chasing after a boy she likes, perhaps one that she has a crush on.
I thought it was important to find out what the audience dislike within a music video because it would help me know what not to include. This would ensure that I don't make a video that has low likeabilty. Taking their ideas into consideration, I will try to avoid making a stereotypical 'cheesy' video. I will not use any nudity or obscenities within the music video, especially since my target audience are predominantly female, most of them would not like to see that. I will also try to keep the storyline continuous without any slow parts. This will include using short takes and quick cuts.
From my questionnaire, I found out that the audience like to see dance within a music video. From this focus group I was able to find out more specificially what kind of dance the audience would like and also how much they would like to see. I have decided to include spontaneous dance in certain parts which go with the storyline, but I will also use a choreographed dance, perhaps at the end of the video or during the chorous.
Because the song I've chosen is called 'Lovin' It' and the lyrics are related to love, I wanted to find out how I could incorporate love and romance into my music video. I liked the group's idea of having a cute couple in the video, perhaps dancing and holding hands.
According to my questionnaire, the three most popular settings were a party, restaurant and street. Therefore I asked the focus group how these places could be incorporated into the video. In terms of a restaurant, I really like the idea of setting part of the video in an American-style diner. This relates to the audience as it is by an American artist, and also it quite conventional of the Pop/R&B genre, as it can be seen in videos such as Sean Kingston's 'Beautiful Girls' and Cher Lloyd's 'I Want You Back'. For the street setting, I liked the idea of using a nice looking street in somewhere like Hyde Park. I also liked the idea of having the couple meeting on the street. The focus group mentioned mise-en-scene such as telephone boxes and lamposts, which I will consider including in my video.
I liked a lot of the ideas that they came up with therefore I will use some of them in my music video.
My questionnaire results showed that the audience like to see a narrative storyline within a music video. I therefore asked the focus group if they had any ideas of a storyline that would go with the song I've chosen. I like the idea of a girl chasing after a boy she likes, perhaps one that she has a crush on.
I thought it was important to find out what the audience dislike within a music video because it would help me know what not to include. This would ensure that I don't make a video that has low likeabilty. Taking their ideas into consideration, I will try to avoid making a stereotypical 'cheesy' video. I will not use any nudity or obscenities within the music video, especially since my target audience are predominantly female, most of them would not like to see that. I will also try to keep the storyline continuous without any slow parts. This will include using short takes and quick cuts.
From my questionnaire, I found out that the audience like to see dance within a music video. From this focus group I was able to find out more specificially what kind of dance the audience would like and also how much they would like to see. I have decided to include spontaneous dance in certain parts which go with the storyline, but I will also use a choreographed dance, perhaps at the end of the video or during the chorous.
Because the song I've chosen is called 'Lovin' It' and the lyrics are related to love, I wanted to find out how I could incorporate love and romance into my music video. I liked the group's idea of having a cute couple in the video, perhaps dancing and holding hands.
According to my questionnaire, the three most popular settings were a party, restaurant and street. Therefore I asked the focus group how these places could be incorporated into the video. In terms of a restaurant, I really like the idea of setting part of the video in an American-style diner. This relates to the audience as it is by an American artist, and also it quite conventional of the Pop/R&B genre, as it can be seen in videos such as Sean Kingston's 'Beautiful Girls' and Cher Lloyd's 'I Want You Back'. For the street setting, I liked the idea of using a nice looking street in somewhere like Hyde Park. I also liked the idea of having the couple meeting on the street. The focus group mentioned mise-en-scene such as telephone boxes and lamposts, which I will consider including in my video.
Conventions and Frame Analysis
In this task I watched the music video for ‘Baby I’ by Ariana Grande to gain an insight to the conventions which are used in music videos, I chose to use one of Grande's videos since I will be using one of her songs in my own music video.
I analysed still shots from the video and also compared them to conventions used in other music videos.
Since this song is a crossover between R&B and Pop I will be comparing videos from artists in both genres.
I used Microsoft Powerpoint to display my findings and then uploaded it to Slideshare.
I analysed still shots from the video and also compared them to conventions used in other music videos.
Since this song is a crossover between R&B and Pop I will be comparing videos from artists in both genres.
I used Microsoft Powerpoint to display my findings and then uploaded it to Slideshare.
This task was helpful because it gave me an understanding of what is typically seen within music videos. I will take on board these conventions and use them in my own work.
Copyright Letter
I wrote a letter to the founders of Republic Record asking for permission to use the song 'Lovin' It' by Ariana Grande. In class we were taught about copyright and how it affects the music industry. We also learnt that you could be sued for using copyright material! Therefore it was important to contact the owners of the song which I wanted to use for my music video, in order to avoid any complications, such as having my video removed from Youtube.
Target Audience Questionnaire Analysis
I created a questionnaire for my target audience on the website SurveyMonkey. This was useful for finding my audience's demographics and psychographics as these would determine what I should include in my music video.
 |
| Sample of my questionnaire. |
The video below shows my analysis of the results. I have commented on the results of each question and how it will impact my final music video. I think these results will help me know specific things to include in my music video.
Audience Profile
In order to specify my target audience and their interests, I looked their demographics and psychographics. The artist I have chosen for my music video is Ariana Grande. Therefore I have created an audience profile based on the type of artist Ariana is and also how the target audience are.
I used the website Prezi to display the demographics and psychographics of my target audience. These factors will be useful for choosing which song I will use for my music video and also which visuals I will include in the video. Furthermore, deciding on these factors will help make sure that I do not include things that my audience do not like. For example, knowing the age group of audience is useful because I will know not to make the video too childish and not too mature either. Additionally, determining the psychographics of the target audience is useful because I will be able to include certain things in the video that the audience can relate to.
I used the website Prezi to display the demographics and psychographics of my target audience. These factors will be useful for choosing which song I will use for my music video and also which visuals I will include in the video. Furthermore, deciding on these factors will help make sure that I do not include things that my audience do not like. For example, knowing the age group of audience is useful because I will know not to make the video too childish and not too mature either. Additionally, determining the psychographics of the target audience is useful because I will be able to include certain things in the video that the audience can relate to.
Additonally, I created this set on Polyvore to show the kind of fashion style my target audience would have. These clothes are similar to the clothes that Ariana Grande would wear, but are from shops that are affordable to the audience. This is useful because it will help me decide on what costumes to use in the music video.
Audience Theories and Music Videos
In today's lesson we learned about two different audience theories: The Effects Model (or Hypodermic Needle Model) and Uses and Gratifications.
The Effects Model theory suggests that media has an effect on the audience similar to drugs, whereby it's injected into you and you have no control over its effects. This can be applied to music videos because some people might mimic what they see in the videos they watch for example copying the fashions or dances. This suggests that the music videos involuntarily shape the audience's personality.
Uses and Gratifications opposes the Effects Model theory as it suggests that the audience has power over what they consume. There are four reasons in this theory that explain why the audience consume media texts: to seek information, for personal interest, for social interaction or as a form of entertainment. This theory can be applied to why audiences consume music videos because we choose whether to accept or reject the message which is presented. Moreover, the audience chooses to watch the videos out of their own benefit, and are not controlled over whether they have to watch it or not.
As a class we watched the video for 'Time' by Chase & Status and thought about how each of the theories might apply to it:-
The theme of domestic violence is denoted in this music video. A man is shown abusing his partner, but then a teenager takes action and gets him arrested.
The Effects Model theory can be applied to this video because the audience are forced to consume the theme of domestic violence. Domestic violence is portrayed in a negative light, therefore the audience are forced for believe that it is wrong. In addition, the audience are also exposed to idea that men are vicious and that women are vulnerable.This relates to the Effects Model theory because the audience have no control over being fed this idea.
On the other hand, audiences could choose to watch this video as a form of entertainment; this would be an example of the Uses and Gratifications theory. Additionally, some people may choose to watch this if they are in a similar situation to the characters portrayed in the video. This is also an example of the Uses and Gratifications theory as the audience are choosing to consume media in order to gain information. Furthermore, there are many people who are strongly against domestic violence, and therefore they might watch this video to reinforce their beliefs. This links to the Uses and Gratifications theory because the audience watch the video as a part of their personal identity.
After learning these theories, I independently chose a video of my own interest which I could apply these theories to. I chose the video to 'I Don't Care' by R&B singer Elle Varner. The video depicts different types of relationships such as multi-racial couples and same sex couples. It shows how these couples are sometimes not accepted by other people and are subsequently prejudiced against. This relates to the title of the song since the people in those couples "don't care" about how they're treated because they love each other.
The Effects Model could be applied to this video as the audience are powerless and are forced to take in the message of the narrative. The audience will immediately feel sympathetic towards the protagonists since we see things from their point of view. For example we see how the white male appears upset that he is rejected by his girlfriend's father, therefore this makes the audience not want to act in such a discriminatory way. This shows how the audience are subconsciously influenced by the message of the video.
On the other hand, the Uses and Gratifications theory could also be applied to the video. Audiences may choose to watch this video if they are a fan of the artist (which is why I personally decided to watch this video) and use the video as a form of entertainment. People who are against discrimination would want to watch this video in order to reinforce their own beliefs.
This activity has helped me to consider why audience's watch music videos. I has helped me to think about whether to include a deeper message into my own music video.
The Effects Model theory suggests that media has an effect on the audience similar to drugs, whereby it's injected into you and you have no control over its effects. This can be applied to music videos because some people might mimic what they see in the videos they watch for example copying the fashions or dances. This suggests that the music videos involuntarily shape the audience's personality.
Uses and Gratifications opposes the Effects Model theory as it suggests that the audience has power over what they consume. There are four reasons in this theory that explain why the audience consume media texts: to seek information, for personal interest, for social interaction or as a form of entertainment. This theory can be applied to why audiences consume music videos because we choose whether to accept or reject the message which is presented. Moreover, the audience chooses to watch the videos out of their own benefit, and are not controlled over whether they have to watch it or not.
As a class we watched the video for 'Time' by Chase & Status and thought about how each of the theories might apply to it:-
The theme of domestic violence is denoted in this music video. A man is shown abusing his partner, but then a teenager takes action and gets him arrested.
The Effects Model theory can be applied to this video because the audience are forced to consume the theme of domestic violence. Domestic violence is portrayed in a negative light, therefore the audience are forced for believe that it is wrong. In addition, the audience are also exposed to idea that men are vicious and that women are vulnerable.This relates to the Effects Model theory because the audience have no control over being fed this idea.
On the other hand, audiences could choose to watch this video as a form of entertainment; this would be an example of the Uses and Gratifications theory. Additionally, some people may choose to watch this if they are in a similar situation to the characters portrayed in the video. This is also an example of the Uses and Gratifications theory as the audience are choosing to consume media in order to gain information. Furthermore, there are many people who are strongly against domestic violence, and therefore they might watch this video to reinforce their beliefs. This links to the Uses and Gratifications theory because the audience watch the video as a part of their personal identity.
After learning these theories, I independently chose a video of my own interest which I could apply these theories to. I chose the video to 'I Don't Care' by R&B singer Elle Varner. The video depicts different types of relationships such as multi-racial couples and same sex couples. It shows how these couples are sometimes not accepted by other people and are subsequently prejudiced against. This relates to the title of the song since the people in those couples "don't care" about how they're treated because they love each other.
On the other hand, the Uses and Gratifications theory could also be applied to the video. Audiences may choose to watch this video if they are a fan of the artist (which is why I personally decided to watch this video) and use the video as a form of entertainment. People who are against discrimination would want to watch this video in order to reinforce their own beliefs.
This activity has helped me to consider why audience's watch music videos. I has helped me to think about whether to include a deeper message into my own music video.
Introduction
My name is Bryony Johnson and I'm currently a media student at Swakeleys Sixth Form.
Last year as part of our AS course we learned about conventions and techniques in British TV Drama and how they relate back to representation of a certain group of people. We also studied the music industry and the issues surrounding it such as piracy. In addition, for our coursework we produced short openings to a film and then we evaluated our work.
In this blog I will be doing:
Last year as part of our AS course we learned about conventions and techniques in British TV Drama and how they relate back to representation of a certain group of people. We also studied the music industry and the issues surrounding it such as piracy. In addition, for our coursework we produced short openings to a film and then we evaluated our work.
In this blog I will be doing:
- G324 Advanced Portfolio
- Brief number 1 - a promotional package for the release of an album which will include a music promotional video, a digipak and a magazine advertisement for the digipak
Subscribe to:
Posts (Atom)