Analysis of Target Audience Research

Once we had researched the genre we needed to focus on, we looked at what our target audience would find the most interesting in a music video. We found that an interesting narrative is the most important in a music video to our target audience. This is the case in a lot of videos that we have looked at and they make for some very good videos. Our video will contain a strong and interesting narrative so that it keeps the audience interested

Analysis of Target Audience Research

The first question we asked for our target audience research was what sort of music are you interested in. We did this as we felt that this sort of question would give an idea as to what sort of genre audience we should have targeted, and whether the idea of songs we had would be suitable for our target audience.

Our choice of song belongs to the indie genre, and this was the most popular choice with the people we asked. We asked a range of ages, from 16-47, which shows that this genre of music isn’t just popular with a minority age group.

Animatic

Black Treacle animatic from Euan Lynn on Vimeo.

The Kooks advert

This advert is totally different to the others, this is because it involves the whole band rather than just one of them which shows that they are a group and not just a "one man band ", this makes it seem as if they are working in harmony as a true band.
Also they are using there instruments rather than props that give them a "bad look" sort of image this sheds a different light on them rather than other bands like the arctic monkeys which use things like cigarrettes to appeal to their target audience.

This image is quite basic with almost no editing done to it except the removal of the colour, it is still highly effective despite the lack of editing, this is because of the way that the image is taken, it works well because they are all together as a bad.

The colour of this image has been removed to create effect it gives a dingy sort of look to it, I think it works well in this image. We will be following a similar theme to this advert as we want to create a dingy look to our video, that is why we will be using whitley bay as it is a derilict "x" seaside resort that is no longer a tourist destination, I think that this advert will appeal to its target audience well.

Location Check Photoshoot

Location shoot

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We decided to research some locations and angles that would be suitable for use in our video. We looked at urban, run down areas, as they link closely to our genre and were recommended to us by our audience research

Green Day Greatest hits digipak

This is greendays "greatest hits" album digipak. As you can see the inside of the first page is green which is featured in the bands name, the colours green and black are featured throughout the digipak deliberately to follow the theme of the band. The digipak has pictures behind the CD of them maybe to create an effect or maybe to show the listener who they are. They also use bright colours to make their digipak stand out when they are on the shelves of shops, and to appeal to their target audience, they may use the colour green because the word is featured in the bands name.

The CD's are purposely made to look like records, I think this is because this is their greatest hits album, which is "vintage" songs that they have made from when they were first formed up to now and records could be seen as vintage as they were being used in the 20th century, I also think that they have chosen to use records because the band have been round a long time and a lot of people know who they are.

Arctic monkeys favourite worst nightmare digipak

In the right corner there is the bands logo and album name this is to strike the viewers attention, basically to tell the reader which band it is. The main picture is of a house, in of the windows there are patterns, which is meant to represent dreams as the album in entitled “Favourite Worst Nightmare”. One of the first things that you notice on this digipak is that it is quite dark, because that is the image that the Arctic Monkeys like to portray in their videos and their songs. This darkness is shown by the grey sky, dark house and street. The only bit of real section of colour are the windows which i have mentioned earlier on.

The back of this digipak is very simple. All it has is the track names on the back, which is not very interesting for a reader of it, however i think they have done this deliberatly because it is meant to be predominatly black, to follow their theme. Underneath the tracks at the very bottom, there is a bar code and that is all that is included in the back of the digipak.

Inside the digipak three pictures are included, all of them looking very similar to the patterns that were on the front, this is probably because it looks like the back of the house shown on the front cover, it is used like this to create an affect on the viewer.

Arctic Monkeys Advert

This advert is totally different to the Kooks advert, this is because the kooks band is for one, a picture of them which creates a chemistry sort of picture and in the green day advert there a picture of a hand holding a grenade in the shape of a heart produced on the computer not by a camera, they have used this image to portray an alternative image but not take them away from the "bad" side which they portray to the audience, this is because the heart has blood pouring from it which seems strange however it reflects on the type of music that they produce because it is borderline rock and borderline indie, so this image is reflecting the rock side of the music side, this is because they like to act as if they are rebels and the grenade reflects that in this image.

In this image they dont tell the audience much about who they are and doesnt even contain a picture of them which means that they are assuming that everyone knows who they are so that they dont have to advertise their band like the Kooks did, i think that they have done this because they have been around for years and expect their fans to know who they are which is quite modest.

Video Analysis

Media Analysis

http://www.youtube.com/watch?v=jkaMiaRLgvY&ob=av2e

The Kooks Naive

This video is quite basic, its narrative is the leading performer in the music video’s girlfriend cheats on him. The video is set in a dark pub/club sort of place which creates a dramatic effect as well as creating a grim picture which is what we are thinking of doing ourselfs. They don’t use a huge variety of camera angles, the mostly use close ups to show the emotions of the man, however even though they dont use a huge amount of shots they grasp the audience with the close ups as the actor plays the part well in the video. It has a few seconds of performance in the video which is not what we will be doing as we want both narrative and quite a bit of band performance in our video. The performance done in this video is not traditional as instead of a band making the song in harmony it is just him walking singing the song into the camer with no expression maybe to show his pain in discovering what his girlfriend has done.

In our music video we will possibly use a similar narrative, we will possibly only feature a man and a women in the music video with a similar end product as The Kooks video, we will follow a similar trend because we think that it is effective and creates a grim picture which is what we want to do, however our end product will have more of a traditional performance based video with a band playing together, rather than the lead role only singing as we feel that it brings the audience in to the video more.

http://www.youtube.com/watch?v=qBbk9IjRdO0

The Arctic Monkeys – When the sun goes down

This video is also quite basic, it is only a narrative video and has no band performance at all. It is about a woman, she is set out to look quite poor, it tells the viewers about her being treated badly, that he is a “scum bag” and what comes across to the viewers is that he beats her and makes her unhappy, i personally think that narrative is quite vague and ambiguous, all that it tells you is that he treats her badly, and throws his weight about like a bully.

In our music video we are going to follow a very similar set out to this, we want a loose narrative to make the viewers think about the video, we want an ambiguous video like this and the kooks video. We will be following the Kooks video more because we think that it suits our song perfectly. we will have a similar narrative as our narrative will be quite vague as well.

Advert Analysis 2

The advert for 'Only Revolutions' by Biffy Clyro. Again, the album artwork has been used for the advert, which shows the band wanted to continue the brand image for this album. The image largely dominates the poster, which emphasizes the impact that the band want the artwork to have.


A sans serif font has been used for the text, with no constant colour scheme. The text colours are changed to suit the background, so that there are no colour clashes and the text remains easy to read and eye catching. There are several quotes and star rating on this advert to promote the album and the band to the target audience.


The promotion captions are something which i think makes an album and advert more appealing, i may use this convention on my advert.

Advert Analysis

The poster for 'Only By The Night' by Kings of Leon uses the same artwork as the album it is advertising for. The image has been blown up larger than the album would be, which makes it eye catching for the target audience. The fact that the poster and the albums artwork are shared, shows that the artist wish to unify the brand image for this particular album.


The image itself is fairly bizarre. It contains cut outs of all the band members faces, either the left or right hand side of their faces or chins. These images have been made into a collage, and blended in with the face of an eagle. This portrays a mysterious feel to the band. It may also represent the bands growth over the years, representing that they're a stronger, bigger band now.


The text on this advert is sans serif, and continues the colour scheme of bright green and white. This makes the text eye catching and easy to read.


I like on this advert how there is an implied meaning within the picture, which is a convention a may use in my groups advert.

Digipack Analysis 2

The digipack for Arctic Monkeys most recent album ‘Suck It and See’ is very simple, yet effective in its own right. Although it looks very bland and plain, this style makes it memorable to the audience.

The off colour white and black colour scheme makes it look gritty, which may represent the image that the band is trying to portray themselves in the new album.

The minimalist style of the album cover still makes it eye catching, as the black circle logo in the top left hand corner stands out the most.

The back of the digipack is less simplistic, but still continues the same colour scheme as the front. The ‘Arctic Monkeys’ logo is much larger, emphasising the importance of the name of the band in this album. There is also a large list of tracks, to inform the audience of the track names.

The font style used in this digipack  is sans serif, and it makes for a bold, easy to read text. This is something I would like to use on my digipack, as it also represents an outgoing, gritty image.

Digipack Analysis

The digipack for Foo Fighters- Wasting Light is basic, yet eye catching to the target audience. The bright, vibrant colours used in the graphic on the front complement each other very well, and also are contrasted against the black background to make them eye catching.

 The graphic includes headshots of members of the band, which makes for a unique design to make it easily memorable for the audience. Inside the digipack, there is a slot for a small booklet to fit inside. 

Inside this booklet there are several different images of the band performing live, as well as the lyrics to the songs included on the album.  This is something which has been done to show what the band look like performing live to the audience, and to provide the lyrics for anyone who may be interested in learning them.

The back of the digipack continues the same colour scheme as the front and the inside, which continues to make it eye catching to the audience. It mainly consists of bright pink and red colours. There is also a large list of the songs that are on the album, which are the same font as the text on the front cover. There are large and bold to make them easy to read, and also to emphasise the importance of the song names.

Music Video Analysis 2

The Wombats- Kill The Director

Artist: The Wombats

Track: Kill The Director

The video for ‘Kill The Director’ begins with an establishing shot of a market place, which is quickly taken up by the back of a males head who is looking ahead. The shot then changes as he begins to walk down the market, looking at several different stalls. These shots are mostly taken from the side of the characters, which has been done so the main focus is on the male who is walking down the market street.

The performance in this video is intertwined with the narrative throughout. The male who begins the video walking down the market street sings the lyrics to the song, and is soon joined by the other band members playing the drums and bass guitar. To lead into the chorus, during the bridge of the song, an eye line match shot is used showing the male picking up a guitar. This suggests to the audience that the male is the lead singer of the band, and not just an actor.

Instead of panning the camera at one side of the lead singer, the camera angles begin to vary during the chorus. A close up of the lead singer of The Wombats is the most regularly used, while the other shots are mainly the usual expected band performance angles, i.e. close up of guitars/ drums etc. The lighting used at the beginning of this video is bright and sun lit, to represent the light hearted boppy style of the song. This changes towards the end of the video, much like the video for ‘Back Down South’.  This is a clever convention I may use in my music video, as I like the idea of a weather and lighting change in my video because it makes it more interesting for the audience.

There are several relations to the title of the song throughout this video. Firstly, the marketplace is full of males who are wearing shirts with jumpers tied round their necks, a stereotypical fashion sense of directors. Towards the end of the video, it changes to slow motion and shows several different shots of paint exploding on the males shirts and them collapsing, simulating them being shot. This has been done to relate to the title of the track.

Music Video Analysis

Music Video Analysis

Kings of Leon- Back Down South

Track: Back Down South

Artist: Kings Of Leon

The video for ‘Back Down South’ is a mix of concept and performance.

Survey

Storyboard

The Fratellis - Here We Stand advert analysis

This advert features a differently cropped version of the artwork for the album it is advertising. This creates a clear visual and stylistic link between the two, tying the album and poster closer to one another and creating a unified brand image for the band.


The image itself features a bizarrely dressed man, standing in front of a marquee, hands outstretched. His dress makes him look as if he is from a circus or something similar. He is wearing sunglasses, which means he looks anonymous and therefore reinforces the weirdness of the poster. This makes the poster stand out much more. The showmanistic man suggests that this album features similar themes, and the oddness reinforces indie conventions of being alternative.


The colours used are very muted – suggesting it is a retro photograph. This is a key recurring theme in indie media, cropping up in videos, posters, and albums alike.


The text on the poster is a serif font, though it is very curvy and therefore looks fairly informal - this also links into the retro themes of the rest of the poster, complementing them perfectly. The text frames the man, creating a central point of interest. This poster also features a quote from a newspaper, promoting the album.


Inspired by this, we will incorporate a retro theme into our poster, and will also feature quotes from reviews, promoting it.

Arctic Monkeys - Whatever People Say I Am, That's What I'm Not advert analysis

This advert features a slightly different version of the artwork for the album it is advertising. This creates a clear visual and stylistic link between the two, tying the album and poster closer to one another and creating a unified brand image for the band.


The image itself features a tough looking guy, smoking a cigarette. This suggests a theme of rebellion, of bending the conventions of ordinary album covers or posters. The photograph is black and white, the man starkly picked out against a black background. This makes the imagery much more striking and means the poster stands out more. The use of a man who is obviously not a model increases the band’s “real” image, of being down to earth and featuring down to earth lyrics.


The slight smile on the model’s face matches well with the title just above him – “Whatever People Say I Am, That’s What I’m Not” sounds like a fairly self-assured statement, and the man’s facial expression reinforces this.


The text on the poster is a serif font, and is white against the black background. It’s quite small, and looks fairly formal – this links in with the indie look of formality. The band’s logo, however, is much larger and is in a different font – this draws attention to it and places more significance upon the image rather than what the advert is actually for.


Inspired by this, we will endeavour to make our advert reinforce a strong, unified brand image across our video, digipack and advert.

Maxïmo Park - Quicken The Heart digipack analysis

Upon first viewing this digipack, it is very obvious that colour has been taken into careful consideration. Throughout, the recurring themes of gold and burgundy are used, lending a sophisticated look to the album.


The cover shows a star map, with lines spreading outwards. Clearly, it is from a circular map, but it is also a strong visual hint at the sun. Combined with the colour scheme, this makes the album seem like something special – something out of this world. This is echoed on the back, the seemingly random placement of the track titles, marked starkly against the plain background, mirror the chaotic order of the star chart of the front. The barcode and legal stuff is moved to the bottom of the case, to preserve the uniformity and cleanliness.


Inside, there is two smaller cardboard cases – one of the album, which is identical to the outer case, and the other of the bonus DVD of a live performance. This cover shows a photograph of a light, presumably at the show, with its beams stretching outwards from a central point – this is a clear reference to the cover of the album itself. This, along with the very limited colour scheme, provides a very strong visual link throughout.


This has shown us the importance of the colour scheme we use, so we will very carefully select what colours we use for our digipack.

Jamie T - Kings & Queens digipack analysis

This digipack is made like a gatefold record – featuring a front panel, a back panel and one large double panel in the middle. On either side is a disc, held in the cardboard sleeve.


The front cover features a brightly coloured photograph + text, set against a black background. This stark difference sets it aside from its contemporaries and makes it stand out. It has the artist and album title, and also states it is the “CD/DVD special edition”. The photograph is taken with a fisheye lens, and the way the text is arranged – in a circle around it – reinforces the circular distortion from the lens.


The back is very similar, featuring a brightly coloured photograph surrounded by text in a circle – this time the text is the track list of the album, and the contents of the included DVD “Live At The Electric Ballroom”. It also features a barcode, the record label’s logo and some small copyright information.


Inside, the double-panel features photographs of each member of the band, again following the brightly-coloured conventions set by the front and back. All the photographs featured are actually black and white, which are then coloured in post-production, yielding a very surreal look. This is cohesive across the whole package. This was a practice invented around 1839, before colour film was available. Therefore this unique look is rarely seen now, reinforcing the indie convention of going against the grain.


Each disc is held inside a small paper sleeve, like a record, and the discs themselves are very plain and ordered. They are extremely reminiscent of record labels, reinforcing the idea that this digipack is in fact more like a vinyl.


From this, we will make sure our digipack has a definite theme running throughout – also, as the retro theme is very common in indie music, we will take that into consideration too.

Alex Turner – Piledriver Waltz analysis

This video is concept-based, intimately following a young couple. This links thematically with voyeurism – looking in on what appears to be a home video from the 70’s. The video appears to have been shot with Super 8 cinefilm, giving a gritty and retro quality to the video – this links closely with the visuals – no clearly set up shots are included, simply two people walking around in one another’s company. The camera is often shaky, and the clips are mostly very long, sometimes cuts bearing no relevance to the music featured. The lyrics, likewise, appear to have no relevance on the actual video – all this furthers the idea that it is a personal, home made video, lending a very intimate feel to the video. There appears to be no form of narrative, just a selection of clips thrown together. The retro feel the video shows is a very common convention in indie music such as this. The clips are taken from the independent film Submarine, as is the song – this cross-media convergence is a very tactical way of promoting the music.


Inspired by this, we are going to pursue a concept-based video, possibly very similar, thematically, to this. We believe that this would be very suited to our video, as we are doing a song from a similar band in the same genre. However, the video is slightly dull – nothing is really left up to the audience to decipher, so we will look at a more ambiguous route.

The Vaccines - Post Break-Up Sex analysis

This video is based chiefly around a performance by the band, with extra footage giving it the feel of a concept video.


From the outset, the mood of the video is set – we see the lead singer of the band lounging on a chair, playing and singing the song. The colours throughout are extremely muted, and effects are applied to give the feeling that the video was shot on film. The mise en scene is messy, possibly relating to the messed-up feeling described by the song. The whole thing feels very retro – the neutral browns and greys overpower other colours, and close-ups of ornaments you would expect to see in an old person’s home lend to this feel. The video, like the song, doesn’t feature a narrative, but describes a state of being – as such, the video reflects this by featuring close up shots of people crying and looking sad, linking with the themes brought up in the lyrics.


From this video, we will take the retro feel – during the editing stage, we will look into what effects we can apply to achieve a similar feel. We will also take the close ups of seemingly pointless objects – this really reinforces the mise en scene and heightens the feel of the video.