What I Have Found From Audience Research

From the questionnaires I asked my audience to fill out this is the sumary of the results I collected:
https://docs.google.com/forms/d/1heJKB0lSaNwytgZ-AcDDJNUbi9wM_P3AI5OAQE4rWh8/viewanalytics

The majority of people I asked were female though there was a only a small gap between both genders, aged between 16-30, white ethnicity with no religion and were students. This will be my main target audience for my music video.

Overall, their prefered genres of music were pop and singer/songwriter. They mainly watch videos on the internet and they watch music videos more often than not. The majority of people prefered music videos containing narrative and performance with mainly the apperance and images used on adverts and digipaks that influence them to buy music. I will have to consider this when I am making my product.

Age Ratings on Music Videos

In the media recently it has been discussed whether there should be age ratings on music videos, like there are on films, as people are becoming considerably more concerned about the extent of sexual content in music videos that children have access to. Companies such as YouTube say they are committed to the idea but technical change may take time and Vevo have agreed to trial the scheme. Three of the biggest labels in the UK - Sony, Universal and Warner Brothers - have all also agreed to take part but it will only apply to artists signed to UK labels. The BBFC will be deciding what age ratings to give the videos like they do for films. David Cameron is piloting the scene and has said he wants "to help parents protect their children from some of the graphic content in online music videos".

Vevo have said "While Vevo is a supporter of artist expression and free speech, we do believe it is important to inform parents and viewers about any music video programming we distribute that may not be suitable for all viewers." 

Analysing The 1975

Robbers by the 1975 is in the Indie Rock genre. 

Lyrics: http://www.metrolyrics.com/robbers-lyrics-the-1975.html 

The lyrics of this song are referring to a relationship. The mask referred to in the lyrics "But if you just take off your mask, To find out that everything's gone wrong" suggests that they aren't showing their true selves and they could feel safer with the mask on. The death "And he's got his gun, he's got his suit on, She says, "Babe, you look so cold" suggests that the relationship being talked about is falling apart and the "robbers" are an extended metaphor throughout. 

The camera angles used are mainly close ups and two shots. The two shots show the two people constantly kissing and touching which indexically shows that they are in a relationship which links to the lyrics talking about being in a relationship. The close up further reinforces the relationship between the two people. 

The mise en scene is important as it makes it clear what the genre of the music video is such as the costumes worn which are tight jeans, open shirts and the style of hair cuts. There is also smoking, sex and guitar shown in the video which adds to the sense of this being a part rock video as these are the kinds of things that are related to rock artists. The location of the music video is very run down and could be described as "off the beaten track" which means its not mainstream like pop videos for example as its not being filmed in a recognisable/iconic location which can also be linked back to the indie genre. 

The song used in the video is just the music tack playing up until the robbery scene when the score stops and the diegetic sounds of the gunshots and shouting can be heard possible to emphasise the chaos and destruction of the relationship. 

The video is arguably a hybrid as it is mainly narrative however, there are small elements of performance towards the beginning of the video. They also cut between events in the video which make more sense at the end. This use of anti-narrative reflects the volatile/destructive nature of the relationship being talked about in the lyrics. 

Similar to the 1975's music video is Sweater Weather by The Neighbourhood. 

They are an american rock band so their genre is similar to The 1975 and this is clear in their video.

"Cause it's too cold
For you here"    There is a reference to the cold in their lyrics similar to Robbers however, instead of the realtionship being discussed falling apart its about how "cold" they feel when their apart compared to when they are together:
"These hearts adore
Everyone the other beats hardest for
Inside this place is warm".

There are more varied camera angles in this video and there is no relationship being presented in the video, instead they are more focused on showing the band and the logo is focused on a lot, so its a lot about self promotion.  

The mise en scene is quite similar to the one shown in Robbers. Smoking is shown in the video which links into the rock genre which is a similar theme shown in Robbers. The video is in black and white which

Progress Link Post

Initially I thought I was just making a music video but after this lesson I have realised I am making more than that. The music video is going to be selling something to the audience, its not just selling the song but also what people want or what they aspire to. For example a song that is based on love will have lyrics that will people will be able to relate or want to be able to relate to when it comes to love. The song will also have a music video with it showing a perfect relationship where the couple are happy and everything is working out. This will appeal to people because they would aspire to be in a relationship like that so the music video will be selling them the ideals that they would want in their relationships.

This song and video are a good example of the perfect relationship and love working out. The audience watching this will want to feel like this at some point in their lives and for love to work out for them. It meets certain people's aspirations and dreams.

From learning this I now need to apply the theory that the music video will mean a lot more to my audience than just listening to a song and watching a music video and it should meet something they want in order for it to appeal to them and stand out for them as something memorable. I need to ensure I keep this in mind when making my product.

Iconic Music Video Directors

Directors such as David Fincher have directed music videos as well as films. A few examples of music videos he has directed are Vogue by Madonna and Janie's got a gun by Areosmith along with poplar films Seven, Fight Club and The Social Network. He started off doing pop music videos (madonna) before he got into film. When he filmed Janie's got a Gun in 1994 he made it a mini-movie staged like a thriller and from this he went on to film Seven a year later. He has now had 2 academy award nominations both for best director. He has also won two grammy awards for best music video and 3 MTV awards for best direction.

Spike Jonze is mainly known for his direction of music videos however he has also directed a few films as well. He directed Buddy Holly for Weezer back in 1994 where he puts them in the sitcom Happy Days performing the song. His best video being Sabotage by the Beastie boys which won 4 MTV music video awards with Jonze winning best director. Sabotage uses a montage of typical 'cop' clips making it fast paced and entertaining which makes it compatible with the song.

Francis Lawrence has had a successful career filming music videos, working for people such as Beyonce, Green Day, Avril Lavigne and Lady Gaga. Lawrence was know for his original and imaginative music video scripts and visual directing style. From music videos he has gone on to direct films such as I am Legend and The Hunger Games: Catching Fire. 

Audience Research Questionnaire

Reseach on Digipak Adverts

The pictures used on the advert will follow the design or be the design of the digipak cover. The largest text on the advert will be the artists name to make it clear who is being promoted. There is commonly an 'includes' list letting people know which of the artists popular songs will be on the album. The date of the album release will also be clear.

This advert for Marina & the diamonds follows all the typical conventions for an album release advert. The artists name is clearest with the picture being of her and central so she has all of the attention, the is nothing else in the image to distract the audience attention. The is an includes list at the bottom listing her most popular songs that will be on the album. This advert also promotes her single "Shampain" by showing the single cover. 

This advert for Coldplays album Myloxyloto also follows the typical conventions of the adverts as the picture is the same as on the album cover, which all follow the same theme. The name of the album is the main text on the advert and it is central, this is what they want to sell to the audience the most. The release date and band name is also on the advert but they aren't as prominent, there is further text on the bottom of the advert giving further information on pre-sales and singles already for sale. The atypical things about this advert is the lack of an 'includes' list, this could suggest they are so much of a popular band that people would know there songs already, they don't need to be reminded. 

                                

This advert for Rihanna's album loud would probably be designed to be a double page spread in a magazine or a billboard advert. This is a typical algum release advert. Photos of the artist are key in the advert meaning it is clear who's music is being advertised, this is supported by the artists name in large print on the top of the advert. A photo of the album is also included on the advert so the audience know what to look out for when they are buying music. The release date is clear at the bottom of the advert. Minimal amounts of text are used so the audience only get the information they need and aren't distracted by anything else.