Planning:Questionnaire & Graphs

In order to understand what the audience’s viewpoints and demands from a club/dance music video I carried out a questionnaire that consisted of 18 questions and then then put the feedback into graph form.  The purpose of doing this was to make me understand clearly what makes a target audience enjoy and listen to the genre of my choice (experimental hip-hop). I would then be able to use this information and decide on what elements and techniques I should use and what I should not use when  producing my music video product.

1.    Name: ____________________________________

2.    Age:  10-15 [  ]   16-21 [  ]   22-27 [  ]

3.    Ethnicity: 

White [  ]   Black [  ]   Oriental [  ]   Pacific Islander [  ]   Other [  ] 

10/20 people were white, 5/20 were black, 2/20 oriental, 3/20 other and 0/20 pacific islander. The dominating white and black races in these results, already show that we have a potential Hip-Hop audience, as contemporary Hip-Hop has a mixture of white and black consumers.

4.    How often do you listen to Hip-Hop? 

Never [  ]   Sometimes [  ]   Always [  ]  

12/20 people always listen to Hip-Hop, 7/20 people sometimes do and1/20 never. These results prove the prediction above, as the majority of people asked are consumers of Hip-Hop.

5.    How often do you watch music videos? 

Never [  ]   Sometimes [  ]   Always [  ]

10/20 people always watch music videos, 7/20 sometimes do and 3/20never. As well as being consumers of our genre choice, this audience generally enhance their consumption on the YouTube/Vevo media platform as most people watch music videos.

6.    What do you expect a Hip-Hop video to generally look like?

Urban [  ]   Futuristic [  ]   Formal [  ]   Innocent [  ]   Sexual [  ]  

9/20 people expect a Hip-Hop music video to be urban, 6/20 people expect futuristic elements, 3/20 people chose formal, 2/20 agree that it’s likely to be sexual and 0/20 people think that it would be innocent. Therefore, this audience generally prefer our location choice, which is urban.  

7.    What do you expect a Hip-Hop artist to sing about?

Love [  ]   Politics [  ]   Youth [  ]   Recreation [  ]   Loneliness [  ]

10/20 people think a Hip-Hop artist would sing about love, 6/20 people thought politics, 2/20 for recreation & love and 0/20 for loneliness. This shows that the Hip-Hop audience prefer slightly more positive themes within the music.

8.    Do you like it when the artist of the song is the main focus in a music video?

Yes [  ]   No [  ]

9.    Should Hip-Hop artists be sexualised in music videos?

Yes [  ]   No [  ]

10.  Should music videos link to the lyrics of the song?

Yes [  ]   No [  ]

11.  How do you expect a Hip-Hop artist to dress?

Formal [  ]   Casual [  ]   Gangster [  ]   Goth [  ]   ‘Camp’ [  ]   Hipster [  ]

This question allowed us to identify what people are most likely to expect. The majority of people asked chose gangster. Unfortunately because most people chose the gangster attire, we have decided to go against their choice simply because we want it to be more mainstream also it would look better if we went with formal or casual because it would be unexpected.  

12.  What time should a Hip-Hop music video be shot?

Morning [  ]   Afternoon [  ]   Evening [  ]   Night [  ]  

From the results this shows that people are more interested to see a video at a time when it is dark however most of our video will be filmed indoors. As a result of this the time that we shoot it would not effect the audiences feeling of it being a hip hop music video. If we was to shoot outdoors however we would definitely consider filming in the afternoon or at night.

13.  Which location appeals the most to you?

Restaurant [  ]   Club [  ]   Park [  ]   Home [  ]   Work [  ]   Streets [  ]

The purpose of asking this was to define where people actually intend to visualise a hip hop video. The 3 most wanted options were a club, park and a house. we plan to alternate these top choices again to hit the audience with something unexpected. In addition, filming in a club would not be realistic.

14.  How should Hip-Hop artists interact with other people in music videos?

Aggressively [  ]   Sexually [  ]   Distant [  ]   There shouldn’t be other characters [  ]

Generally in a hip hop video you wouldn't see an isolated artist in a hip hop video, which is why we least expect the main character to be distant. it was also expected that most people would pick aggressive due to the raw urban sound hip hop provides.

15.  What personality traits do you expect a Hip-Hop artist to have?

Passion [  ]   Confidence [  ]   Depression [  ]   Alter-ego [  ]   Realism [  ]  

16.  Do you think you have a connection with any Hip-Hop artists?

Yes [  ]   No [  ]

This question was vital towards the utilisation of our star image. it was important we had a personality for our artist. The main option most people picked was passion mainly because most hip hop artists have had a hard upbringing which is why we want to show how hardworking our artist is within the music video.

17.  If yes, who? _____________________________________________________________

18. What is your idea of a satisfying Hip-Hop music video?

___________________________________________________________________________________________________________________________________________________________________________

Generally those who said yes referred to modern Hip-Hop artists, which shows that it is still a highly appreciated genre in a music industry, and consumers welcome new content.

Planning: Final idea

After analysing three of the initial music video ideas, me and the rest of the group chose the most conventional music video that we thought would be most effective and appealing towards the target audience. The song we chose to create a music video for is by a more urban artist which belongs to the hip hop genre. I choose this as it was the best choice in terms of performance and concept based and what we felt we could portray best as a group in terms of abilities and musical interests.

Artist: G - Eazy
Song Title: "oh well"
Genre: Alternative hip hop

Video content: The video idea consists of one main scenario and is more of a concept song as it doesn't naturally relate to the lyrics. It will have some sort of narrative however showing a young artist and his everyday life in the music industry which includes; meetings for his next album cover which will be shown in an office with his fellow colleagues, briefly recording music with a producer; shooting a music video within back up dancers etc and even photo shoots for top magazines. We decided the idea of these visuals would be a much better option for the audio rather than a typical of the artist partying or going to a club. Because it will be more concept based, there wouldn't be much of a story or a message behind the music video.

Video structure: This structure will be a conventional music video. We will show performance of the artist as he performs the lyrics, then show some narrative of him enjoying the lifestyle and working in the company. The concept ideas will be shown through the setting such as an office and themes of comedy within the visuals of the one single shot style will also so some concept ideas of locations and the boys breaking out in dance routines.

Artist's image: Generally our artist will come across as unpredictable and controversial towards the audience. Due to the sound being experimental hip hop the traits he will posses will be unique and oblivious. Through the visuals also he will be presented as a characters who is funny and in his own world.

Star image:We will follow Dyer’s theory of ‘Star Image’ in order for our artist to appeal to a mainstream audience. star image is without question one of the most important elements within a music video as they both help create a positive response from the audience in hope to visual appeal and attract them to watch the music video. There will many star image motifs used within the music video in order to make the artist recognizable and easy to identify by the audience, such as close ups, detailed costume for the artist etc. our star will come across the audience a cool but hardworking young male so that youths can aspire and look up to him. 

Mise en scene
Location:  An office will be used at the start to show them going through a meeting about the album cover and other promotions and ways of marketing the artist. A follow up of him walking through corridors going into other rooms such a recording studios dance studios and making his way to photo shoots.

Iconography:  
-clipboards, papers and other office appliances
-lighting equipment for the photo shoot 
-recording mic
 
Costume: Starts off formal then later switches to a jet black as its mentioned in the song, "no shades of grey here my outfit is jet black"

Lighting: Natural and high key lighting will be used throughout the music video as it helps set and maintain the atmosphere of the scenes. In addition, this decision was made with the audience’s expectations in mind as they’d expect the typical hip hop genre to be very dark and niche. However, low key lighting will be used at some points for the purpose of reminding the audience that we still keep some element of a gloomy look.
Music video Influence

This music video is a great inspiration to our final idea. This is because it consists of one whole shot. Not only is it more effiecient and less hassle when shooting but it also will save us time when editing as we will only have to focus on filters, text and credits. However we wont fully utilise this idea but we are certain that we will have longer frame shots which will be carefully syncronised and choreographed.

 

 The visuals in this is what caught ur eyes, the fact that the video is set in a green screen studio however this actually shows the present production of a music video/film with animation. we may not be able to create animation the same way he did but we will certainly looking into showing the actual production of a music video.The artist is presented in a way to enhance their ‘star image’ showing how they work in the industry and how all the other people helping have a bond also presenting him a nice welcoming person.

My final choices was decided from the positive and negative feedback from my questionnaire. I found that most teens want a video they could relate to and understand. We realised that the song we choose was so different we had to keep it within the mainstream area by changing the setting and surroundings. With the specific settings I believe that my video will appeal to the mainstream audience very well. This music video will be conventional to the hip hop genre because it represents hardworking struggle but fun at the same time of young males. Most hip hop artists rap about love, partying and drugs and those themes will not be incorporated in the visuals. This music video represents my artist because he is the main character in the middle of the screen showing him throughout most of the visuals.



Conclusion:
In conclusion I believe that with the right conventions and themes my music video will be a great success. Because it will connect with the audience more and allow them to feel the emotion of the Artist. i believe my group will be able to portray this best because even though we have different view on what is the best music genre and what appeals to the mainstream audience the most. we can still incorporate our ideas from different music videos we see everyday in one piece of work.

Planning: Initial ideas

My idea 

Song: G - eazy - "oh well"

Genre: experimental hip hop

Target audience: 
Age: 14 - 30
Gender: mainly male but females can also listen to it
Audience category: C2 - E

Narrative: more of a concept song showing a young artist and his everyday life in the music industry which includes; meetings, recording music; shooting a music video, handling paperwork and even photo shoots. Rather than a typical love story of a male and female. the concept ideas will be shown through the setting and themes within the visuals of the one single shot style. because its will be more concept based there wouldn't be much of a story or a message behind the music video.

Narrative structure: Concept and performance narrative

Representation of artist: Composed cheerful in order to promote their personality and values towards the audience as the artist will be more of a commodity. by representing my artist like this, it will allow the audience to feel more comfortable listening to his music in the future or even becoming a fan.

MES:
Cinematography: one shot
Setting: studios, offices
Lighting: high key
Costume: from smart bright formal clothing to dark clothing

Application of theory: Goodwin all his 8 characteristic of what a music video should include will be utilised. Dyer star image will be explored throughout the music video as i would want my audience to connect with the star. Possibly Mulvey as i wouldn't want to offend the female audience but at the same time attract a bit of a male audience.

Advantages:

• easy to appeal to a specific audience
• will be widely recognised for the one shot visuals

Disadvantages:

• low marks on editing
• lip syncing may be harder when editing

Lara's idea

Song: 'Rewind' by Kelela

Genre: Alternative R&B

Target Audience: males and females 18-25, dominantly black ethnicity/culture, social classes D-C1 (I have extended it to C1 because of the 'alternative' aspect to traditional R&B).

Narrative Structure: performance & concept & narrative

Narrative: I would like the video to have a club setting due to the house elements incorporated in the song. It's upbeat so deserving of an equally up-beat, fast-paced video. This is allow concept ideas as the purpose of a club is to be spontaneous and unpredictable. Though it would also allow for performance of the artist singing and dancing in the club, like Kylie Minogue in 'Spinning Around'. During the slow part of the song, I want the setting to transition outside, showing concept shots of street lights. Here a short narrative takes place, showing a shot of the artist in a different outfit sitting on the bench. Shot 2: showing the artist in her original outfit, looking out at where she was sitting in the past. Shot 3: showing her sitting on the bench looking to the right, toward the street light, as the lyrics 'turn my head to right, now I'm looking for you'. Shot 4: showing her again looking at herself in the past as the lyrics 'and I can't rewind' come. Shot 5: showing her sitting on the bench in her present outfit intended for the club. She gets up, and goes inside, and the song continues as if that narrative never happened. 

Representation of artists/characters: The artist will be performing and dancing to her own song. I plan for other characters to not be actual people, but objects such as dolls. These dolls reflect that she is seeking for someone, but has nobody, and tries to convince herself through being in a club that she is not alone. 

Mise En Scene: Mixture of high and low-key lighting to fit the club setting. Natural night-time lighting outside in order to include the shot with the street light. Artist dressed up to party - moderately short skirt, possibly a crop top. 'Trashy' club scene to show off how artificial it is.

Application of Theory: 

Mulvey's Male Gaze; I want the artist to be showing SOME skin to highlight that she is alone and dressed up to attract attention that she is looking for. She is constantly portrayed as lonely. 

Goodwin's Theory; genre characteristics are included such as low-key lighting for R&B, fast editing & club setting for house elements. Portrayals of isolation to link to the lyrics. And star image, everything is about the artist's isolation and she is the only one dancing which brings the focus onto her. 

Advantages:

• every aspect of this idea is achievable
• we won't have to find other characters

Disadvantages:

• it may be hard to portray isolation with the dolls, it could come across as scary
• solution: use more high-key lighting around those shots to reduce the potential theme of thriller

Gizem's idea

Song: How deep is your love by Calvin Harris and Disciples 

Genre: House 

Target audience: Both females and males, ages from 16 - 29

Narrative Structure: Performance and Narrative

Narrative: Female artist at home with her boyfriend and she is trying to believe her boyfriend that she loves him. As the beat drops, the scenes into a club setting. 

Representation of the artist/ characters: The female artist will be dancing and singing to her own song, she will be presented as the leader of her relationship. Male artist will be presented as a passive character who is trying to understand what the female artist is saying. 

Mise En Scene: A mixture of high/ low key lighting will be used, coloured filtered will be used when I start to capture the club scene. 

Application of Theory:

Goodwin's theory; genre characteristics are included such as low key lighting and constantly cuts to the beat showing a sense of rhythm and pace.

Mulvey's theory; I want my female artist to show some skin as she is being playful but I do not want to present her as an sexual object.

Advantages:

• Appeal to a wider audience 
• This music video is achievable to produce 

Disadvantages:

• Can be compared to original song as it is a new music video 

Research: Censorship in music videos

Censorship is the act of altering words, statements or visuals in order to conform with and abide by the rules and laws of society. Censorship could be done in several ways which are, by editing,censoring, banning or restricting. This enables a safer viewing experience to the viewer and censorship allows a wider range of audiences from different age groups can enjoy and watch music videos.

Explicit content v.s. Lyrics

 Explicit content is the actual music video and visuals being censored. It is the visuals that the audience can see that can be offensive or not suitable to a younger audience.



Explicit lyrics however, is only the wording that could cause offensive to the audience. The words and phrases that are used by the artist/band that may be found offensive or just not suitable for a younger audience, only to mature and older audiences.

What gets censored in music videos:

• Violence

• Offensive language/Lyrics

• Nudity

• Sexual nature

• Homosexuality

• Religion

• Racism

• Race

• Drug abuse

• Controversy to the press (politics)

Other types of censorship...

• Culture
• Class
• True events
• Corrupt the young

Advantages:

• Protects children, as they are easily influenced and may copy.
• Protects emotional/physical reaction.
• Promotes a politically correct world.
• Prevents disrespect in individuals or community.
• Shields social morals.
• Restricts vulgarity and obscenity.
• Restricts violence as this may be easily imitated.

Disadvantages:

• Decrease in views.
• Artist is restricted.
• Freedom of speech is compromised.
• Restricts idea/creativity.
• Compromise entertainment.
• Create a 'hype' which may make people want to create a music video that is explicit.
• Control industry, there is no freedom.
• How to differentiate what's harmful? We live in a diverse society.
• Blocks legitimate criticism, e.g. Kanye West's "Diamonds from Sierra Leone".
• Individual taste.

Overall by researching into censorship its clear that this is a significant part in the production of a music video. This needs to be considered because this is how the public is protected which is why artist's should abide by this in order to not get any of their music video's or lyrics censored. The song I am planning to use may have some harmful lyrics but not too harsh also  I will not be making a music video which may have to be censored. Although, this bring controversy I would prefer to keep my music video suitable for all audiences. 

Research: Audience idetification

Audiences are a group of people who are targeted to create a product in which to appeal to them. Audiences are often splint into different categories based on their occupation and class. This allows the process of creating a specific video for a specific target audience in mind easier. Categorizing audiences is essentially a way of targeting the specific audience for a music video.

The audience is divided by their demographics:

• race
• gender
• age
• income bracket
• location
• hobbies & interests

A: Top Management, Bankers, Lawyers, Doctors and other Professionals

B: Middle Management, Teachers, many "Creative" e.g. graphic designers etc.

C1: Office Supervisors, Junior Managers, Nurses, Specialist Clerical Staff etc.
C2: Skilled Workers, Tradespersons (White Collar)
D: Semi-Skilled and Unskilled Manual Workers (Blue Collar)
E: Unemployed, Students, Pensioners, Casual Workers

Different genres have different audiences.

Different artist of different genres all have their own specific target audience in which they aim their products specifically to target.

This Justin Bieber video is an example of how different genres target different audiences, they are from a pop genre of music. Firstly, the song name ‘’bby’’ relates to a young audience as it is telling them to make the most of their young lives. This is also reflected in the film as we see him having a lot of fun such as dancing and also partying.  In addition, the fast pace music along with the random teenage extras in the background is also an indication and reminder of who this video is targeted at and hopes to appeal to.

Adele is British artist from a soul genre of music who creates deep, meaningful music as a product to appeal to her audience in hope they can relate to her. Adele targets more of an older target audience compared to Justin Bieber due to her age and life experiences. She sings about her life with meaning in hope to create a sympathetic response amongst the audience in order to form a relationship with them whilst appealing to them. The music used in her videos such as someone like you is slow hence the target audience compared to one of one direction videos which are all mostly fast and upbeat

Audiences all have different reactions to products given to them, this is how Audience reactions are measured.

Audience engagement – This is the description of how an audience interacts with different media text. Different people will tend to react in different ways to the same text.

Audience expectations – These are the expectations an audience may have on an audience and their music, For example audiences expect certain aspects in a music video to be met from different genres.

Audience Foreknowledge – This is the background information the audience know about the music artist and their song/video.

Audience identification – This is how an audience is able to relate to an artist.

Audience placement – This is how the media producers use a variety of different techniques in order to target a particular target audience and make them feel a sense of importance by making the music specially ‘for them’.

The Audiences reactions in relation to theorist and their Theory’s?

Hebdige’s Theory – Links with Audience engagement

·     Factors such as social background can lead to different readings of the same song by people which are not port of one ‘mass culture’

Dyer Theory – Links with Audience identification

·     Stars are manufactured by their record company to appeal to a specific genre of audience by manipulating them into thinking they are given true art but instead an artificial image produced to mark money.

Goodwin’s Theory – Audience expectations

·     Products are created and made to follow a conventional music product in order to appeal to a specific target audience.

Conclusion

This research post of audience identification has helped me be able to perform a more detailed and precise identification of my target audience based on the genre of my music and my star. Identifying the audience is seen as one of the most important stages in the music industry as targeting the wrong audience will lead to failure to appeal to them and a loss of sales.

Research: Subcultures

Subcultres are groups who are united through common values, systems and tastes. These are split up into specific groups such as clothes, music politics etc. They tend to go against popular mainstream culture. As hebdige suggests, subcultures create their own smaller culture and do not conform with the majority of people and rebel against common values and systems.

Some subcultures are based on general stereotypes such as skinheads being white, bald, white males.

Punks tend to listen to Rock

Queers tend to listen to Pop

Skinheads tend to listen to Reggae 

Bikers tend to listen to Rock

Hipsters tend to listen to Indie 

Subcultures are a large part of the music industry in which they grow out of mainstream genres such as Rock. The 'Rock' genre is favoured by the punk subculture as they can relate to the type of music by who they are and how the represent themselves. Subcultures play a significant role in music and shouldn't be ignored as they have a unique nature and they offer a different perspective in the music industry.

Subcultures are generally categories in several points

Conformity and rebellion

They do not like conformity, they prefer to rebel against common values and systems.

Attitude to capitalism and consumerism

They don’t follow capitalism, they follow their own set of rules and behaviour conduct put in place.

Tend to be consumerist however, consume goods which tend to be relevant to their lifestyles.

Tribal/gang rivalry with other groups in society.

 Don’t tend to mix with other groups as they don’t like it.
Stereotype of disliking certain groups of people/races.

Traditional ideas or stereotype

Have traditional beliefs of their own in the way they should live their lives. 
True subculture followers, do not take upon ideas of stereotypes.

Music Interest

 Niche, depends solely on the subculture group. For example, Rockers subculture will listen to rock music.

What did McCracken say?

·         Mainstream cultures and subcultures just go to show that the post-modern world is full of diversity

·         Looking at the different values and ideologies of subcultures, we are unable to say they all come from one culture.

The Birmingham School

It assumes that all subcultures come from one subculture and is the result of reaction and rejection to the mainstream culture.

What did Hebdige say?

Subcultures are groups which form a resistance against the mainstream culture. Hebdige believes that if you resist then it becomes a culture.

Popular music – social background can lead to different readings of the same song. People are not part of one mass culture.

Subcultures and historical times in relation to music

Many people of modern day argue that cultural music taste all depend on the historical time and structure of social economic and political change. For example, rock may have been very popular in the early 90’s but nowadays we can all say the likes of pop, hip-hi, rap have taken over to form a more mainstream cultural genre.

In the 1950's Rock and Rollers and beatniks were the main subcultures in society. In the 1960's surfers, rude-boys, mods, hippies and bikers had emerged. In the 1970's there had been skinheads, soul boys, rastas, glow rockers, funkers and punks. In the 1980's heavy metal, goths and the hip hop culture.. The 1990's and beyond can be described as not following a distinct culture.

The industry and target audience.

The music industry finds shows such as the X Factor to recruit future stars. This is the development process, where stars are created to meet the audience’s needs and desires. The audience are also given a choice of who they like and what they choose to consume as they are giving the powers to vote off certain ‘’potential stars’’. The music industry will then change and implement the stars star image then promote and market the winners to the audience in hope to make money from them.

Then
Now

Current day in relation to Dyer’s theory

Richard Dyer believes in order to become a star, you will first need to become a commodity, someone that people want to buy. Stars represent a shared cultural attitudes and values. They will promote that to the audience and if liked the audience will then feel attached and apart of the star. This is when the rise to stardom slowly begins as fans will often imitate stars performance, behavior and style in order to get closer to them.

Stars are represent 'shared cultural values' and attitudes and will promote a certain ideology. Fans who agree that a set of values will support the star. Fans will then imitate stars in an  aspirational effort to get 'closer' to the glamorous, fantasy lifestyle they appear to have - this may take the form of 'dressing up', imitating performances, adopting behaviour etc. 

The audiences play a very important with the music industry. For one, they are the sole reason why artists become mainstream/known or even make any revenue from their music.

The audience determine what artists are relevant by the songs the make and how well they connect with them which is out of the industries control.

Conclusion

In my music video I would be aiming to target popular mainstream culture and not a particular sub-culture. This is because targeting a sub-culture would limit the success of my music video and it would not appeal to a wider audience. I would want my music video to be viewed by a larger audience rather than a limited audience.