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Survey Monkey Results

Survey Monkey Questionnaire

Focus Group

Audience Research- Paper Questionnaire Results

This survey was made using publisher and printed off.Then it was handed to 6 random people. When conducting this survey I have found that the target audience for my music video is aimed towards a young female audience. I have also found that students are more likely to watch music videos than those in the field of work. This is because students have a lot more free time and are more likely to consume music than those of an older generation. I have also found that people are more likely to consume music videos over the internet, I will find out more in depth about this when conducting my online survey. I found that people watch music videos to put them in a good mood or to listen to a new song that has just being released they do this to watch the artist perform the song rather than just listening to it.

Institutional Profile

Audience Research

Demographics 

Demographic data is hard detail, it is a systematical way of stereotyping people using things like age, gender, race and economic class to create the target consumer population for a product.

Demographic group A is more likely to consume classical music as it appeals to a higher class. Classical music videos are not that common. I have found a classical music video that may appeal to the upper middle class. Videos are not the common within classical music because the audience may not have time in order to consume music videos as they may be very busy people with their jobs therefore only have chance to enjoy music if they are travelling or at home whilst they are doing things. I think that this video is unique as there isn't many of them, Escala is a violon group made famous by Britain's Got Talent. This genre is also likely to appeal to the middle class as well as upper middle class however they may may enjoy a bit more mainstream music as well.

Demographic group c1 and c2 are more likely to consume mainstream music for example pop music. It is especially more common amongst the younger generation rather than the older generation depending on the artist that is playing. For example younger people may look up to artists like Beyonce or Ke$ha where as the older generation may like artists like ABBA, Queen or Take That.

Demographic group D and E may be more into rap music as they tend to slag off the upper classes. They are more about story and have a narrative behind the lyrics. Many rap songs are very personal as they may relate to something that has happened in their life. Or reflect the views of lower class society on the world around them. An example of this is Eminem "Not Afraid" as he is talking about how society is so screwed up. How hes not afraid to take a stand against society. Due to the ideology of the product the audience can relate therefore they are more likely to consume this genre.

It is important to understand demographics when producing your product as you need to know what your audience is that you are aiming your product towards. it needs to relate to them as an audience and reflect their ideology. The audience is very important when choosing a song because depending on the audience depends how the song is portrayed or marketed.

As I am looking at the pop genre I would expect my audience to be mainly young females in any class bracket as lots of people like to listen to music no matter their social status background. Geographical location is important because you may be more interested in music that is common in your area for example if you lived in a country music area for example Texas you may be more into country music rather than pop or rock music.  

Psychographics Data 

Psychographics is the study of  opinions, personality, attitudes and interests. Pyschographic factors are also called IAO variables. It can often be confused with demographic data. When used in the field of marketing it can be valuable for studies of individuals or groups of people. The types of questions that you may ask when asking for psychographic information are:

• Name your favourite artist (Could provide a list)
• How do you consume music videos ? (tv, online, other)
• What are your favourite brands? (converse, superdry, apple, etg) rank 
• How often do you watch music online? (once a week, once a month, everyday, never)

These questions are a lot more personal to the audience and depending on the person can vary a lot. This is helpful to know because then you can find out about different types of people and how you can market your product to fit them.

Initial Ideas

First Initial Idea: 

My first initial idea for my video is to have a video full of partying and having fun with clips of performance. I would include clips of people at clubs with the strobe lighting and cars drifting. As some of the lyrics talk about people taking shots. I need a clip to represent this within the video this could be shot at a club, at a pub or in a private place for example in their own home. It would consist of a range of camera shots and movements for example hand held camera so that the camera shot isn't steady. Close ups to show the artist and long shots to show the location.

Second Initial Idea:

My second idea is to have a mainly performance filled video filmed in the greenroom with changing the colours of the background etc. I would also add in small clips of other things for example people taking shots however this would not be the main focus of the video. I think that a video filmed in the green room would be quite boring as its not linking to the lyrics very well as going out and having fun is the whole moral of the lyrics.

Third Initial Idea:

For my final idea I could do a dance video filled with lots of dancing and performing of the main artist lip syncing to the song.

Types of Editing

Non Linear Editing 

• Was first introduced in 1971 by CMX Systems and had disk drives the size of washing machines. It played back black and white analogue video. 
• Avid/1 followed by its media composer systems late 80's utillised software/ hardware based on Apple Macintosh both pioneered by Lucasfilms Editroid in the early 1980's.

Editing Forms 

• The Cut: 
  direct between the two images
  Used when
  - New Location
  - New Information
  - When the action is continuous 
• Dissolve: 
  one image mixes into another image
  Used when
  - To show a period of time
  - to slow time down
  - New location
  - where there is a match between the two images in transition 
• Fade: 
  the image fades into or out to black
  Fade In Used when:
  - Start of production
  - To show the passage of time
  - New location
  Fade out used when:
  - End of production
  - to show a passage of time
  - new location 

Editing Elements 

Their should always be a good reason or motivation to add an edit. This could include movements or sounds like a door bell or footstep 

Psyco Editing 

Demonstrates how editing can imply events without showing the complete picture, The editing style also works as tonal montage. A violent scene edited in a violent way. The information given shot by shot is designed to impose a feeling of terror in the audience and allow you to experience some of the fear and shock experienced by the character. 

Functional Editing 

Provides a continuity of time and space. Affects the viewers sense of pace and to compress or expand time. 

Editing For Emotional Response 

Disruptions in time and space, superimpose shots and juxtapose shots to elicit a response. 

Types of Edit 

• Directional Edit 
  This is used when the edit follows the action for example following the actors eyes or movement or following the action, for example the direction the gun is pointed. 
• Matched Edit
  This edit is used when the first shot has a matched shape, sound or colour to the following shot. 
• Dynamic Edit
  this is when editor uses suggestion to create the link between two shots. If a man is dying and the editor  cuts to a woman dressed in black we know that he has died.
• Combination Edit 
  this is when the editor combines more than one of the previous edit types. 

The rules of editing 
- A new shot should contain new information 

- Never cross the line 

- Is there a reason for the edit 

- Edits should not be seen 

- Editing is creative- so be creative

Editing Training

Interlaced & Progressive Scan
Interlace uses 2 fields for a frame .
progressive video uses a single image.

Frame Size and Resolution 
The bigger the resolution and frame size the better quality the video will be and displayed. However the bigger you go the more expensive it gets therefore it can become very expensive depending on the quality wanted. Most cameras shoot at 720p.

White Balance

You have to change your settings according to the conditions that you are working within. 

Textual Analysis Two

Taylor Swift - 22

The cinematography in the music video 22 by Taylor swift consists of a range of shots from long shots to close ups, the cinematography mainly focuses on the artist throughout all the clips making her center frame. This shows that she is the main star of the video as she is the center of attention. Richard Dyer's theory would show her as the star of the video. She is a commodity created by the institution to represent and embody certain ideologies. Taylor Swift shows that everyone goes times in their life where all they want to do is have fun and enjoy themselves. She wants to be an inspiration for the younger generation and show that grades and school isn't everything. Having fun along the way is important as well. There are over shoulder shots where she is looking back at the camera and singing to the camera this suggest that she’s hiding something due to her not facing it straight on. She is only showing the side of her that she wants to portray to the audience as we don't fully know her as a person. She doesn't act like she is doing all the time in the videos, behind the scenes she is hard working and dedicated to her work as the video only shows her partying and having fun. Throughout the video there is a lot of hand held camera this could be to disorientate the viewer or to put them in the position of actually being there. This helps get the viewer involved the moment and what is going on during the clip, it makes them feel like part of the group. This is a common camera shot used in pop music videos as it runs throughout the genre. There are a range of shots mostly including long shots and close ups they are commonly used throughout the video as it brings you up close to the artist and show them as a whole.

The mise en scene plays an important part in showing what is happening in the music video. The lyrics commonly link up to the visual on screen. For example when she sings “22" she uses her fingers to count out twenty two. She is linking the lyrics to what she is doing on screen. The locations in the videos consist of being at the beach, at a party, besides a poolside and being at a house full of friends having fun. I think that they have used these locations because they can be linked to the youth culture and having fun.  The beach can be quite calming and relaxing as it is a common place for someone to go on holiday, this suggests that she is acting like she is on holiday having fun while she is young and has the time, parties are very common within younger years as it is when they can start drinking. In America the legal drinking age overall is 21, the title of the song is 22, this is a year after they are legal to drink, this shows that this is the age that they are finally legal to start partying and having fun acting like adults whilst still connecting to their youth. When at the house they are bouncing on a trampoline, this suggests that they are still children as heart. Throughout the video they are messing around, dressing up and partying. They use a lot of props throughout the video including a megaphone, pompoms, balloons, fairy lights and confetti etc. this links into American youth culture as they have cheerleading as a main sport where they use pompoms and megaphones. The clothing in the video is very young and trendy. It is very colourful and lots of sparkle. When they go out the clothing is very revealing, this is common for people to wear when they go out to a party or a club, this theme runs across most of the pop genre.The costume of the artist changes throughout the video as the locations change, when she is at the party she is wearing quite casual dress  compared to when she is at the evening party where she is more dressed up, this shows what society expects from a female to get all dressed up and fancy just because she going out to a party where there are a lot of males, Laura Mulvey would suggest that she is doing this for the male attention in order to seem sexual to the male population. As the music video progresses it includes a range of different times of day. It starts off in the day time and finishes off at night time. This shows the development of time throughout the video showing what she likes to do during the day which consists of having fun with friends and dressing up to what she likes to engage in on the night time where she likes to go out like an adult, drinking and having fun in a more grown up way. However the use of alcohol and acting reckless provides the audience with a very negative look upon the artist as she is meant to be a role mode for young girls this shows someone being very irresponsible with alcohol, her jumping into the pool backwards whilst drunk and fully clothed could be a negative influence on younger teenagers by making it seem as if they have to be like this when they get older in order to have a good time.

Throughout the video the only editing that is used is cutting, it cuts between different shots throughout the entire video therefore showing that time is progressing. There is very little editing of the video throughout as in the pop genre it is not common to have a mixture of editing. The editing picks up pace as the soundtrack picks up the pace this reflects what is happening on the screen. The only sound within the video is the music track sung by Taylor Swift which has being overlaid on top of the clips. The lyrics talk about having fun and enjoying life to the fullest. The narrative/ story behind the lyrics, its about the summer that she had with her friends that she had that year and how she realised that she's in her 20's she's not old enough to settle down yet and she is enjoying herself and hanging out with friends as they are very important to her as an artist.

Textual Analysis One

Demi Lovato- Cool For Summer 

Demi Lovato’s cool for the summer music video fits into the pop music genre. The cinematography for the video consist of lots of close up of facial features mainly focusing on the eyes and mouth, this has being done to create a sexual effect in the video as the close up is accompanied by a slow camera movement. She is always the main focus of the video as she is always center frame no matter which clip it is. A range of camera movements and angles have being used throughout this video, for example the long shot where the camera tracks backwards as she walks forwards always keeping her in center frame. There are very little shots of the location as the main focus of the video is on her as the artist. There is a pan shot of the location but this is only very brief. In this video there is a lot of hand held camera especially in the club it makes it seem like you are holding the camera dancing along to the music.

The mise en scene plays a very important part as it helps the viewer understand what is happening throughout the video. The way that the artist is dressed in provocative party clothing suggests that she is quite a wild character herself and she loves to express herself through her clothing. She is representing young women around her age going out to party’s and clubbing, using clothing as a way to get male attention linking to Laura Mulvey's theory of the male gaze, however she is doing this on purpose in order to express herself in a certain manner towards her audience.  The heavy makeup suggests that in order to be beautiful you need to look a certain way to attract others. The main locations of the music video are set in the car when they are driving along, inside the club and in the back of an ally, this reinforces the wild character that she is as she is going to places that normally you wouldn’t go to on an everyday basis but she is helping the audience relate as her audience have grown up with her they are around the same age in order to go clubbing therefore they can relate to her as a persona. The car represents a journey, literally it is a journey to where they are going eg the club but metaphorically it is a journey through life being able to do what you want and enjoying yourself while you are young. The lighting throughout the video is very dark as the time of day is at night when the video is set. Artificial lighting has being used in order to light up the artist in some of the locations. 

Editing within this music video is quite fast paste as the song is quite fast. There is a lot of cutting throughout the video from one shot to another. The blur to focus disorientates the viewer as they cannot make out what is happening until it is fully in focus, this puts you into perspective of the artist as if you are drinking things may become a bit blurred.  Multiple different clips have being overlapped this creates a very interesting video as you are trying to work out what is going on throughout by overlapping the videos it makes the audience focus more on what is happening. It also makes an interesting transition effect rather than having a cut.

The sound throughout the video is non dietetic as it is just the music clip which has been added in on top of the videos. 

Conventions To My Genre

Conventions Of Form and Genre

Form is the product for example a music video, for example the conventions of a music video include

1. The song 
2. Performers 
3. Dancing 
4. Bands 
5. Lip syncing 
6. location changes 
7. Props 
8. Costume changes. 

Genre is the conventions linked to the genre that you are studying for example the rap genre you would expect 

1. Hoodies 
2. Money 
3. Gold 
4. Drugs and alcohol 
5. Cars
6. Girls