Audience Psychographic (Reposted from Fatima Mohamed)

Profile: 1

Name: Jessica

Age: 17

Gender: Female

Occupation: Student

Jessica listens to music everyday on her way to and form school, the library and to work. Listening to music is a part of her leisure time.

From the information gathered through the questionnaires handed out it show that Jessica like music videos to be more artistic based then narrative based. This makes the video more enjoyable to watch, rather then having to watch stereotypical videos. Furthermore the information gathered shows that Jessica prefers the videos to be more of a performance rather than a conceptual video. Music videos that are in harmony with the lyrics of the song seem to appeals to teenage girls more.

Profile: 2

Name: Ryan

Age: 20

Gender: Male

Occupation: University (studying music)

Ryan’s hobbies are all to do with music, therefore hoping to a future career in within the music industry. Furthermore Ryan is in a band as the lead singer and a guitarist; therefore as an artist the information gathered from Ryan’s questionnaire showed that he prefers a music video to be more of a performance piece.

Moreover the information gathered shows that all the theories will be link to our music video. For example some of Goodwin’s principles fit well into our music videos such as showing the links between the lyrics of the song and the visuals. The reason behind this is that we want our audience to connect with the lyrics of the song as this will be a performance piece. One of the main factors that we will be focusing on is the performance as there will be a band performing the song. Furthermore this fits in with Carlson’s theory on a performance piece is that help to sell the products. So I believe that a performance piece will help to show the audience what is to come in a live show therefore promoting their act. Additional the questionnaires handed out showed most of our target audience prefer a music videos with a narrative as this will help to sell the brand and also create a brand identity for the band. However when it came to an artistic video or a conceptual video there was a conflict amongst our target audience as most our target audience do prefers an artistic video.

When carrying out the audience research I also link the main audience theory, Shore, Carlson and Goodwin. These are three theorist that effect the making of a music video, therefore researching all the ideologies that are attached in making a music video successful help us to understand and make our market and audience a strong research. Furthermore Michael Shore help us to understand the stereotypical views that are linked with Music videos, whereas Carlson has help us by differentiating Performance and Conceptual music video. Additional Goodwin has divided his theory on music video in to section to help show a better view and understanding based on music videos. Therefore when carrying out market and audience research these theories have helped.

Treatment

Mood Board

Song Choice

Originally our song choice was Never Meant by American Football. However, this was considered to be too slow to do a good music video to.

Our second choice for a song was Riverside by Transit. We decided not to go with this as we couldn't think of a good enough narrative.

In the end, we decided to go with Loud and Clear by Title Fight. This is a fairly short song which is in the time constraints so it will be easier to make a video for as we will need less shots. Also, this song would probably have a more performance based video to go with it, and since one of our strengths as a group is having a band to shoot, we thought this would be ideal. The lyrics are fairly easy to understand and are easy to create a narrative around.

Market Research Analysis (Music Video)

This is a video that is similar to ours. It has a combination of both performance and narrative. The performance part of the song is in a house, which goes with the name of the song 'Stay Home' and has a variety of shots of the band, including close ups and shots of the full band playing, which I feel are the most important shots when it comes to shooting a performance video. The video has a decent storyline which is fairly easy to follow, especially since it amplifies the lyrics. This combination keeps an audience interested as it allows them to watch the band, and fulfil their voyeuristic needs (Goodwin) as well as having the storyline to follow, so that they do not get bored.

However, there is too much performance in the video as opposed to the narrative, and this could get boring for the audience as most of the time they are just watching the band and there are long gaps between shots of the storyline which means that it is possible for the viewer to forget there even is a storyline. It would have been better to have more of the narrative than performance, or even an equal amount.