Ideal Audience Member

IDEAL AUDIENCE PROFILE

• Name: Jim Gee
• Age: 28
• Sex: Male
• Fashion: skinny jeans, checked shirts, hats, swede high tops, 

• Interests and hobbies: indie rock music, He likes to listen to his music on his own, he likes to reflect on his day when he listens to the music. He regularly attends gigs, including the bigger fesitvals such as glastonbury and T in the park, enjoys beer, he is a university graduate from Brixton, London, where he studied biology, he socially smokes, and has experimented with some drugs, such as cannabis. He owns a xbox and plays guitar hero on the occasion. 

 

• He has had a long term girlfriend that he is still with, they met on a night out in Brixton at a battle of the bands concert.
• As a child he recieved piano lessons, he got to grade five however now he has stopped.

  

• He doesnt buys CDs, he occasionally buys a digipack, he downloads most of his music, sometimes using youtubeconverter.

Understanding Audience

Audience Engagement - How an audience interacts with a media text
Audience Expectations - These are the advance ideas an audience may have about a text
Audience Foreknowledge - Definite information the audience brings to a media product
Audience Identification - Way in which the audience feel themselves connected to a particular media text which directly expresses their attitude or lifestyle
Audience Placement - Range of strategies media producers used to directly target a particular audience
Audience Research - Audience research on all stages such as production, lifestyle and genre

Digipack Ideas

As the album of our song is called 'A Long Walk Home' I started thinking about what connotations that had, so I started to research into looking at pictures with long roads as I associate a long walk home to be on a long road, and also to have the band walking down the road detonates exactly what the title seems to imply. 

I found these images to be good because they connotate exactly what I see the meaning of the title to be, they are a long road where the end of which are barely visible, which implies that they are on their way home, but they have a lengthy way to go yet. I also like the use of black and white in two of the images as it gives it a more vintage, old fashioned and an almost mystical feel to it.

I like the use of the band name written on the guitar case in the corner, and i feel this would be a good style either to incorporate into the cover of the digipack, or into an inly. 

I felt this Scouting For Girls album cover is a good image to research as it is an archetype of an Indie cover, it is simplistic with a vintage feel given to it by the colours, the font and the image.

This image caught my eye because of the use of monochromatics, the black and white image leaking into colour, as well as this the hand drawn style gives it a stereotypical Indie impression. 

Audience Research

Looking at Indie videos on youtube I have found that the age of our target audience is 13-34 and they are both male and female

 

 Here we can see two comments made on YouTube on a video of an Indie Rock band. The second comment we found the most interesting due to the fact that it states that a possible Indie Rock fan plays a guitar and/or is in a band. This applies and emphasises our hypthesis that that our typical audience for Indie Rock either play an instruement or are in a band. Additionally with the user saying that this is addictive to play on guitar it encourages a discussion with other fans of Indie Rock. 

Additionally the first comment states that the only reason they are viewing the video was due to publication by MGMT. This could indicate that Indie Rock fans are interested in reading MGMT due to its Indie vibe.

http://www.whoismgmt.com/us/home

Initial Ideas for Music Video and Digipack

Having chosen our song i have started to think about possible ideas that we can incorporate into the video. I think it would be a good idea to stick to the main Alternative/Indie rock conventions, such as having a performance element to the video and also a narrative, I also think that the use of black and white in either the narrative, to show it's in the past, or in the performance to make it seem more authentic to the audience. Having researched a number of music videos and having done preliminary tasks I have found that it is important to not only lip-sync correctly and make sure the video is working in sequence with the video but although it is important to use amplification i have found that it is not a good idea to show everything in continuous succession and include cutaways, as otherwise it would become cliché and boring to the audience. I have also found that it is important to cut between the performance and narrative in rhythm/beat in the song. Also I have decided that when creating the didipack it is important not just to use stills from the video, but to capture completely different images as it would become boring for the audience.

Digipack Theory

1. Explain Clearly what a digipack is?
A digipack is a Cd with usually three different images. They represent and market the artist indifferent ways. the digipack can create their personal image.


2. Give an example of how intertextuality could be used in the marketing of our video?
The video could be promoted by being shown in a film or on a poster.


3. Give an example of how intertextuality could be used in the marketing of your digipack?
Digipack could be shown on a poster, advertisement linked to film.


4. What did Goodwin say were the 3 possible relationships between lyrics and visuals in a music video?
Illustrating, amplifying or contradicting the lyrics.


5. Give an example of how you could develop star image for your artist using star iconography?
Create an icon for the artist for the artist, eg guitar or clothing.


6. What demands does the record company make on the video and why?
The need for closeups, - not like a live performance. -Narrative


7. What usually features in a video in addition to narrative and why?
Performance


8. How could you use the elements of 6 and 7 in your digipack and how would it complement the video?
Use a live track- studio act, it aids advertising.


9. What extras could you promote in your digipack in addition to the video and music tracks?
Special bonus features eg live performance.


10. How do your plans match the chosen demographic and psychographic of your audience?
Demographics- male, 20+, middle class
Psychographics- gigs, concerts

Our Song

The song we are going to use is called Call Me Up by 28 North

 it is in the Alternative rock genre. I found the song while searching for unsigned artists, I went to their website 'http://www.28north.com/' where I found the contact details for their manager Jerry Heller. I then e-mailed him asking for permission to use the song, and he agreed so long a certain requirements were met, such as keeping the name of the band the same and full recognition was given to the artist.

Audience Research

Interviews

Today I interviewed two different indie rock fans. From these interviews I hope to recieve to information that can be helpful in creating our music video. Both people being interviewed prefered not to be filmed however I took a photo of both the scripts. Here is how the scripts went.

Name: Jeremiah
Sex: Male
Age: 15
Me: What type of clothes do you wear?
Jel: Checked shirts, skinny chinos and skinny jeans, sometimes a hat, polos,
Me: Do you see indie rock artists as icons and role models?
Jel: I like to wear similar clothes to them, and try to follow a similar fashion to them, however I dont believe the whole persona of the artists are iconic.
Me: What appeals to you in the indie/rock genre?
Jel: Guitar playing is a huge aspect of it, along with the unusual types of imagery presented.
Me: Do you enjoy guitar solos?
Jel: yes, prefer ryths in music, a constant beat to the song,
Me: What do you expect to see an artist wearing in a video?
Jel: Skinny jeans, boots, sometimes something that challenges fashion.
Me: Do you go to gigs on a regular basis?
Jel: No
Me: When was the last gig you went to?
Jel: May (4months ago), glasvegas, indie rock band in London, however go to glastonbury every year.
Me: In indie rock music videos what do you expect to see?
Jel: Guitar solos, a lot of action, things happening through out the performance that involve the artist 
Me: Why do you expect to see these?
Jel: because I know what the genre conventions are like and most artists stick to them in their videos.

From this interview we are able to recieve an idea of what indie rock fans look for in music videos, also what the typical conventions are of the videos. This interview is helpful to us as it gives us an idea of what we should feature in our video.

Name: Amy
Sex: Female
Age: 25
Me: What type of clothes do you wear?
Amy: In fashion clothing! Check the magazines, look up to role models,
Me: Is any of your fashion based around indie Rock?
Amy: Female indie rock artists usually dress quite punky, I wear skinny jeans however do not dress specifically like the artists.
Me: Do you see indie rock artists as icons and role models?
Amy: I dont base my fashion around them as much as boys maybe do, I feel as though I like the lifestyle they live, however I dont look up to them as role models.
Me: What appeals to you in the indie/rock genre?
Amy: I really like the genre as a whole, I like the combination of all the conventions, I also like the way the genre is sometimes challenged in different ways.
Me: What do you mean 'challenge the conventions of the genre'?
Amy: sometimes artists experiment in their videos by exploring different video techniques, I like the way artists dress up differently, and the videos are usually wacky and fictional. But also have a serious side to them within the music.
Me: What do you expect to see an artist wearing in a video?
Amy: Sometimes you see artists just wearing typical clothing such as skinny jeans however more commonly these days artists seem to wear almost fancy dress outfits. This helps draw me into the video.
Me: Do you go to gigs on a regular basis?
Amy: yes I try go once a week on wednesday indie nights in a bar local to me, however I go at least twice a month without fail.
Me: In indie rock music videos what do you expect to see?
Amy: I expect to see classic elements of indie and rock such as drumming and guitar scenes however I also like to see a twist in a video.

I decided to interview a female to get a different point of view. With this interview I find out that indie rock videos can challenge the conventions of the genre. Also maybe fans like to see this genre challenged. 

Indie Fashion

Indie fashion is a large part of the Indie culture which is adopted by most Indie arists, it is used as a tool to express individuality and to help fans of Indie rock relate to the artist, their general dress code choices is smart but casual with their own individual variation. Their aim is to show that they are ordinary people, by wearing clothes that generally their audience can easily purchase, it also shows that they don't adhere to the mainstream style.

Here is an image of Indie band Noah and the Whale, their style is retro with Skinny Jeans, Checked Shirts. Along with the clothing, the props which are vintage express the Indie genre, along with the style in which the picture is taken.

Plans For Audience Research

Indie Music Video Conventions

I have looked to a number of Indie music video's and I found that there is a mixture of a narrative and performance and the the narrative is generally shot in a different location, however they sometimes link at the end as is done in the We The Kings video for 'Check Yes Juliet'



Close ups of the band members and instruments are used, mainly to show their talent at singing and playing the music themselves. The bands fashion and style are often individual to them while at the same time being associable with the Indie genre which helps to create an image for the band. The narrative's often address personal issues such as relationships, personal hardship and love rather than bigger more widespread issues this is shown in The Frays video for 'How To Save a Life'

Indie genre research

Indie rock is a sub-genre of Alternative rock is derived from the term independent, which in this sense means the artist is releasing from small, little known, low budget record labels. They often experiment with different sounds, emotions and subjects that have limited appeal to mainstream audiences. However Indie rock bands have made it into mainstream success, such as Nirvana, and since the 2000's and the increasing importance of the internet as a marketing source many Indie bands have started to enjoy commercial success. The genre is extremely diverse with a number of sub-genres including Indie pop, Indie folk and Indie electronic.

Prezi on Camera Conventions in Music Videos

Camera Conventions in Music Videos on Prezi

Genre choices

When choosing a genre to use for the music video I wanted to use a genre I enjoy listening to, and what I thought would be an interesting genre to film such as R&B, however I realised that because R&B just like Hip-Hop is generally not set in rural middle class are of England, which is where our video is most likely to be filmed. Not only this but finding a royalty free song, and getting permission for song proved troublesome, as the vast majority of songs that are available for us to use are from the Indie genre. After we realised this we then began to research into the Indie genre, we found websites like unsigned.com and newgrounds.com and through this searching in the Indie genre we found a variety of artists, one in particular called 28 North. I then visited their website and contacted their manager Jerry Heller by e-mail, giving him a detailed description of the course, and asking permission to use a 28 North song in a video, he has since replied saying it is a possibility. Because of this I have decided that doing a song from the Indie genre is the most realistic choice for us.   

Explain the methods you used to attract your audience in your AS coursework.

When we were planning our coursework we had to consider what audience it would be that our Thriller opening would appeal to the most. We decided that it would most appeal to males aged 18-30. University students were one of the main focus’s we had, and we had to think about what appeals to students, because of this we tried to include as much technology, modern themes etc. as we could.
Using modern themes in the Thriller opening, allowed our target audience to be able to relate to it more than a film with older themes, as it is what they are familiar with, we tried to incorporate modern themes, not through the Mise en Scene, as we first thought of doing, but instead through the editing techniques, sound, music and camera angles we used. For example we used an upbeat, fast tempo modern soundtrack. We were going to use an editing technique which made everything black and white, but with certain colours in colour, for us we were going to use red, as it went with the themes of the Thriller, we wanted to use this technique because although black and white is associated with old films, this technique appeals to the modern age, it also went in conjunction with the surveyed title which was ‘Viewpoint’. Unfortunately we were un-able to use this method due to a complication with the steady and hand-held cam and the fact it is only possible to use the method if the camera is completely still, and the fact that we wanted to use large amounts of hand-held camera to help with the realism. We used camera angles typically associated with Thriller films to make the associable to Thriller film fans, as they were the main basis for target audience.
We tried to appeal to the male part of our audience, through the adrenaline rushing music, and also the Mise en Scene we used, such as the bloody body and tools ranging from a hammer to a chainsaw, which in general is more relatable to males than females. We aimed to make the film as relatable to the audience as possible; through this the audience would be pulled into it more than something that is un-relatable to them. We made our film a niche market film, and by doing so we could focus on being able to attract our audience by concentrating and things specifically associated with them, rather than trying to appeal to a mass audience which we would have to consider elements of what everyone watching would like.
The audience reaction to our film was somewhat positive, however I know that this could have been greatly improved if we were to have planned the audience attraction methods in even more detail, and allowed to much more of the surveyed suggestions to have been put into the film, because although we gathered quite a large amount of information about what to place in our Thriller opening, we were un-able to fit everything in, due to time limits and resources.

Bon Iver analysis

Bon Iver is an Indie Folk band founded in 2007 by American singer-songwriter Justin Vernon. The band is interesting as they are not portrayed that heavily in media as a band, they are portrayed in a way that shows it is just about the music and not the band.
This is shown with their ‘For Emma, Forever Ago’ album cover which is simply a picture of a snowy tree, and although it has connotations about the band’s name (Bon Iver being derived from the French phrase bon hiver which means ‘good winter’)

50 Cent analysis

50 Cent is an American Rapper, Businessman, investor and actor, he has used his images and portrayals in the media to not only further his music career, but to establish himself as an accomplished businessman.
Through his music he has established himself with the ‘gangsta’ image, as well as a ‘hard man’ however through watching interviews it is apparent that he is not necessarily like that when he’s not putting on his stage persona.
These images show the contrast between how he is portrayed. One image showing him with a gun, tattoos, and bandana and chains, while the other shows him in a suit smiling.

He has made it so his music is not so much about the music itself, but rather about him at the same time, this is through all the things he’s done that are associated with the music like ‘G-Unit’, ‘G-Unit Clothing’ and ‘Formula 50’.

Rihanna analysis

Rihanna is a Barbadian R&B recording artist and throughout her career Rihanna has been presented in various ways. During her career beginnings she was made to look more innocent than a sex idol.

It’s shown here in this picture, while still being attractive she is shown to have an innocent and sweet look about her.
She then undertook an image change with her third album ‘Good Girl Gone Bad’
She adopted a more rebellious image, dying her hair black, and colour associated with sin, darkness etc. she since radiates sex appeal, again shown in this image with the skin tight dress, the placement of her hands, the use of lighting with emulates her curves, and also the editing witch gave her the impression of a glow around her whilst the rest of the image is black. All the effects give an impression of the artist.

She has since changed her image, not as drastically as before but to one with yet more sex appeal. This is shown through her song ‘S&M’ and also her appearance in Kanye West’s music video for ‘All of the Lights’

Rihanna’s public image has been changed, moulded and warped to create how she is portrayed in the media, it has been an invaluable tool for her as she has become more popular since every change.