Audience Feedback

For my audience feedback I posted on Facebook a link to the exploratory video for my music video. I done this as looking at my research previously I found out that my target audience spends the cast majority of their time on social media making this the most accessible and cheapest way to access them directly. This is the feedback that I received.

From this research I can see that the audience are happy and that the skills used are meeting their expectations and preferences. To keep appealing to my target audience I will carry on using the 'varied camera angles' that they approve of and keep the narrative consistent. Overall I feel like this exploratory work has been successful and I will be keeping this consistent with my ongoing work.

Test Shots

During the test shots I had problems with the performance space. I will be taking this into consideration during the final shoot to ensure the spaces I need are available. These shots were done for experimental purposes and therefore will not be included in the final product. The final product will be much more refined and problems I encountered in the making of the test shots will be avoided. In the test shots there is evidence of a narrative, performance and lip sync in the filming process. There is also evidence of cuts black and white effect and credits to the song used in the editing process.

Ident

An ident is used for short indication by using an sequence representing a company. For my ident I have chosen a number of things that I wish to include to create it. This involves, the use of 5 stars to represent the quality of work. A monochrome colour scheme to keep it basic yet sophisticated and also the use of 'NICE STUDIOS' which is a combination of mine and the partners name of who I will be filming with. I will start of by creating a moving image ident then a print ident so whatever type of media i produce in the future will be able to have a company logo included to give it the professional look.

Moving Ident

To create this ident I used a number of different photos combined together to create a moving image of the stars appearing on screen. I then created the wipe in with the arch to make my ident more fluid. Lastly I inserted the text of my company name as this is a convention of an Ident.

Print Ident

Exploratory Plan

Monday
1.50 - 2.30 : 3 test shots
2.30 - 3.10 : upload clips to computer and ident

Thursday
3 hours : Editing
- Black and White
- Locations
- Lip Sync
- Narrative
- Stage

Ongoing throughout weekend
(upload music video to youtube and post to social media for audience feedback)

Test Shots

For our test shots we have chosen three main scenes, two of them being from the narrative and one staging. These test shots won't include the actors but I have included them in the storyboard for it as it gives a greater understanding of my visions for the final result. The storyboard also gives a slight reference to the editing as it will be in black and white. This as well as the fact that a narrative is being used shows how I am using the conventional features that I have previously researched into the indie rock genre. As well as this I will be doing a short clip on a lip sync to show my understanding of this.

Treatment

Project Title
The 1975 Sex Music Video
Genre
Indie Rock
Duration/Length
3:36
Target Audience
My target audience involves both genders although it is more dominantly male between the ages of 16-25, this is due to the findings during my target audience questionnaire and research.
Target Marketplace
My marketplace will be mainly focused on the internet and social media as this is the most common and cheapest way of distributing the media for my target audience, this will include youtube and Facebook. Although the internet is the main focus for my marketplace I will also be considering TV and magazine adverts as from my research I have found this a good way to get the piece of media out to a large audience quickly as long as the funds are reasonable.
Production Date
TBC
Production Schedule
2 weeks filming - week 1 (studio) week 2 (narrative)
2 weeks editing
Production Description/Synopsis
'Sex' is based on an on off relationship exploring the views from a  males point of view. It explores themes of lust and disappointment coupled with a powerful coarse guitar and drum fuelled beat.
Resources and Equipment
We will be using the Panasonic HC - V720 camera to film our clips. We will not be using a mic for enhancement as all sound will be removed from clips to place original recording of the song over the top.

Chosen Artist

The 1975
The 1975 are an alternative/indie rock band from Cheshire. The band started in 2012 and is still ongoing as of today. The group consists of Matt Healy (vocals, guitar) Adam Hann (guitar) George Daniel (drums, backing vocals) and Ross MacDonald (bass). They have released 4 Eps and a self titled album as well as touring internationally and at the coachella festival 2014.

After research into the indie rock genre and their target audience the final decision to base our music video and digipak on has been decided to be around the band The 1975. This is because they are recently becoming more popular within the genre giving us a chance to help promote the band as is being done but the industry professionally at the moment. Not only will this give us current and constant work to evaluate and compare our own to but also the chance to create something new and unseen to this genre as the rules and conventions for it are still being written. As this band is very new to becoming a popular part of this genre it will encourage us to think of fresh ideas that have not yet been shown. Although this may hinder us within research of existing work that has been done on this band it will allow us to explore all avenues.

Chosen Song
The 1975 - Sex

'And this is how it starts
You take your shoes off in the back of my van
Yeah my shirt looks so good, when it's just hanging off your back
And she said 'Use your hands and my spare time
We've got one thing in common, it's this tongue of mine'
She said
She's got a boyfriend anyway
All we seem to do is talk about sex
She's got a boyfriend anyway
She's got a boyfriend anyway
He's got a funny face
But I like that 'cause he still looks cool
She's got a boyfriend anyway
She's got a boyfriend anyway
And I'm about to fill his shoes
But you say no
You say no
Does he take care of you
Or could I easily fill his shoes?
But you say no
You say no
And you're making your way down
She's got a boyfriend anyway
She's got a boyfriend anyway
If we're gonna do anything we might as well just fuck
She's got a boyfriend anyway
She's got a boyfriend anyway
You're in your high tops any day
You're in your skinny jeans anyway
You and your fit friends anyway
I'd take them all out any day
They've all got back-homes anyway
You've all got boyfriends anyway'
There's only minutes before I drop you off
I loved your friend when I saw his film
Now we're on the bed in my room
And now we're just outside of town
And I'm not trying to stop you love
You've got your tongue pierced anyway

We have chosen this song as we feel like we could show a vary of techniques and conventions that would keep to the feel of the song and the genre. This includes the use of a black and white filter along with a narrative as well as a performance part of the video. Whilst planning and creating this piece we will be focusing on our genre and the conventions within it to make sure that we are delivering what is expected from us by the audience.

Magazines

Magazine

A magazine is defined as a periodical publication containing articles and illustrations which is often on a particular subject or aimed at a certain readership.

Key Features

Front Cover

• Masthead
• Main image
• Cover line
• Left side third
• Date
• Barcode
• Lead article
• Main cover line
• Model credit

Inside Pages

• Images
• Text
• Editors page
• Contents

Distribution

Paid Circulation

This is when the magazine is sold to reader at a price either per issue or by a subscription where there is an annual or monthly fee to be paid and readers are sent the issues in the post. Examples of this are magazines such as Private Eye which is a fortnightly current affairs magazine.

Non-Paid Circulation

This means that there is no cover price and issues of the magazine are given away in places such as street dispensers, airlines or included within other products and publications. Examples of this are magazines such as TNT Magazine which is a weekly travellers magazine.

Controlled Circulation

This is often used by 'insider magazines' or industry based publications. They are often free examples of them are magazines such as Computing which is a weekly media and IT magazine.

Online

Since the start of the internet the interest of real life copies of magazines have become less popular and now some institutions have taken to using the internet and selling digital copies which makes the distribution easier yet keeping reader stats and figures at the same regular pace. This prevents smaller independent companies from going bust and keeping magazines alive and current with the technological movements.

Ads
Online and print magazines are a critical part of advertising for artists as they are aimed directly at a target audience all around the world helping them to branch out.

Examples
Q

Q magazine is an alternative music magazine. It is published monthly in the UK by the company Bauer Consumer media (Emap). Mark Ellen and David Hepworth founded the magazine because they felt it was a niche market as there wasn't a magazine for the older generation who still buy CD's. It was first published in 1986 and was different from other magazines due to its high quality photography and printing as well as being targeted to the older generations making it seemly more sophisticated compared to other magazines. It was originally called 'Cue' however this was changed to 'Q' due to the possible confusion of it being a snooker magazine. As well as this the use of a single letter is thought to be more prominent when displayed on a newsstand. The magazine includes a wide range of reviews on not only music but also television, films and games. however the majority of the magazine is filled with interviews and compiling lists. Promotional gifts are often given away with the magazine such as CD's and books giving smaller bands a chance to promote themselves to their specific target market as they are seen as such an individual audience. Q has a history of association with charitable organisations and launched its own radio station in June 2008 however it is only available on digital TV. They also own their own music channel called Q TV. Its circulation figures are 103,017, go which 81,240 being in the UK and its cover price ids £3.90. The target audience for the magazine are people in their 30's and 40's who are looking for a different mode of address.
They are known to publish articles on a range of different artists giving each genre to get publicity.

This front cover features indie rock band the arctic monkeys. This along with many other advertisements helped promote their comeback to music. Theres are no conventional indications that they are promoting an indie rock band on the front cover making it approachable from a wide range of people and interesting new audiences to this type of music. It is not until we go inside the magazine that we find out about the band and changes developing. Instead we are shown the lead singer to promote and advertise the band.

NME

NME magazine is published by IPC and first started in March 1952. In the 1970s it became the best selling British music magazine. The readership of this magazine is at an average age of 25 with 73% of that being male and the remaining 27% being female. It started as a music newspaper and gradually moved towards the magazine formate during the 1980s and finally changing from newsprint in 1998. NME stands for New Musical Express. They also have an online version of the magazine which was launched in 1996 and it now the worlds biggest standalone music site with over 7 million users per month.

This front cover features the band oasis. It has stuck to typical conventions of the genre as the colour scheme has been kept very basic. The issue is based on promoting the band and their music despite circulations of 'bust ups' within the band. This message would of been seen by a wide range of their target audience. The main article of this is within the magazine so to sell the story we can see well known and highly popular band members 'celebrities' to gain interest from the readership.

MOJO

Mojo magazine is a popular music magazine published initially by Emap, and since January 2008 by Bauer. It is distributed monthly in the UK and was first published in November 1993. The first issue contained stars such as Bob Dylan and John Lennon to gain popularity. It has been in constant battle with competing magazine 'Q' to become the biggest circulation paid-for music magazine whilst drops in magazines such as NME and Kerrang! have been happening in the rock magazines. On average their circulation is 100,507. Its target audience is predominately male at 72% of their readership being male.

This issue of Mojo is promoting the alternative rock back radiohead. Although colourful the layout of the front cover has been kept fairly basic and discrete. The typical use of an image of the band is being used to not only promote them but also the magazine as this is what will first attract the target audience that they are wanting to reach out to.

Digipak

Digipak

A digipak is describes as a type of packaging for CDs or DVDs, typically made from cardboard with and internal plastic holder for one or more discs.

It is also defined as a patented style of CD, DVD or BD packaging, and is a registered trademark of AGI-Shorewood, and Atlas Holdings LLC company.

Key Features

Front Cover

• Name of the artist
• Name of the album
• Price
• Details of bonus material
• Image; the artist or a logo that symbolises them

Back

• Track list
• Recording information
• Producers
• Date of recording
• External websites
• Image; the artist or a logo that symbolises them

Inside panels

• Credits
• Thanks
• Song writers
• Image; the artist or a logo that symbolises them

Digipak promotional poster

• Name of the band
• Date of album release
• Name of the album
• Where to purchase the album
• Tour date and venues
• Record company
• External links
• Prices
• Image; the artist or a logo that symbolises them

The making process

The digipak is made using cardboard and plastic. There is no conventional placement for the CD to go and it can have may fold outs attatched branching out of the regular form.

There can be many or minimal CDs included in the digipak which can include different forms of holding them such as the well know plastic holder or a slot in sleeve. They typically consist of a gatefold book style with plastic trays. They were among the first alternatives to jewel cases with them being less generic they apply more to my unconventional genre.

Trademark
IMPAC Group, Inc were the first to originally own the trademark of the digipak. This company was acquired by MeadWestvaco or MWV for short in 2000 and folded into its AGI Media division. Following this acquisition the digipak name and designs were licensed to manufactures all around the world. MWV sold AGI Media to Atlas Holdings in 2010. In 2012 Atlas purchased Shorewood Packaging from International Paper and merged the two companies to create AGI-Shorewood who currently own the digipak trademark (2014).

Examples
5 Seconds Of Summer

Front cover - On the front cover there are the conventional features such as the name of the artist and the image of the artist and the band logo. This band is described as a pop rock/pop punk band. This is not too dissimilar to the indie rock genre that I have been looking at with their only being minor difference in the conventions. They have stuck to a strict colour code using mostly black and white with some accents of red. The red could connote the danger and 'punk' like vibe to their band yet the images surrounding them seeming cartoon like brings back the young innocence of the band taking away any harsh tones that otherwise may be perceived. The fact that they are not meeting all of the conventional features required for the front of a digipak could connote the rebellious side to the band with not sticking to what everyone else does and expressing their individuality.

Inside - The inside panels typically feature pictures relating to the band again keeping to the same simplistic colour scheme. In this digipak the CD has been placed in the middle with both of the side panels to this CD being made into sleeves which feature both a flip book of the band containing credits and yet more images and a poster of the bands logo.

Back - The back of the digipak features names of songs that are on the CD, barcode, external websites and many other conventions. Some of these features are being made up from what was excluded from the front of the digipak keeping all of the conventional features on the item yet in a different placement to where we may originally expect them.

Arctic Monkeys

Front Cover - On the front cover there are conventional features such as an image that relates to the band and the name of the band. The arctic monkeys are an indie rock band and you can see this through conventions such as the use of black and white with the absence of any other colour. The fact that the front cover has been kept very simplistic with conventions that we would normally expect of a front cover could connote the individuality of the band, not keeping to what everyone else does.

Inside -  The inside panels typically feature a picture of the band again keeping to the black and white colour scheme. In this digipak the CD has been placed inside a sleeve within the pack rather than a conventional CD holder again expressing the individuality of the band. There is also a flip book of the band containing credits and yet more images as expected from the conventions of a digipak.

Back - The back of the digipak features names of songs that are on the CD, barcode, external websites and many other conventions. Some of these features are being made up from what was excluded from the front of the digipak keeping all of the conventional features on the item yet in a different placement to where we may originally expect them.

Passenger

Front Cover - On the front cover there are conventional feats such as the name of the album and the artist. This artist is described as a folk indie rock genre which has slightly different conventions to just the indie rock genre. For example a lot more colour has clearly been used which could express the difference between the two types of indie rock genres. Also the fact that a image or logo representing the artist hasn't been used and instead we see album art is important as this connotes how they are slightly more traditional compared to the common use of images of bands and logos.

Inside - The inside panels also contain album art again keeping to the multicoloured colour scheme. In this digipak there are two CD's of which have been places into two slots in either side of the digipak with the flip book slotted in the middle.

Back - The back of the digipak features names of songs that are on the CD, barcode, external websites and many other conventions. Some of these features are being made up from what was excluded on the front of the digipak keeping all of the conventional features on the item yet in a different placement to where we may originally expect them.

Video

Video
Video is described as the recording, reproaching or broadcasting of moving visual images which is filmed with a video recorder. Videos are a powerful way of presenting an opinion or idea as it can be manipulated in many ways such as colour, movement and lighting to name a few, it is able to create many different portrayals of a certain situation.

Key features

• Music videos demonstrate genre characteristics through mediums such as stage performance and dance routines.
• There is a strong relationship between lyrics and visuals that either illustrate amplify or contradict the two.
• The demands of the record label will include the need for lots of close-ups of the artist which may develop into motifs which would be a signature to their work and visual style.
• There is often intertextual reference to films, tv and other music videos sometimes creating synergy.
• The video is is either performance, narrative or concept based

Visuals

Music videos can use a set of images to illustrate the meaning of lyrics and genre it also sets the context of the song. Sometimes the meaning of the song is completely ignored, this is disjuncture as what is show on screen and the audio is asynchronous to each other. Lastly the images could amplify the meaning making it more powerful and personal to the audience.

The Making Process

Jamie Thraves

Jamie made short films at university and began by shooting three low budget music videos with an averaging cost of aroung £5,000 each. As for many other directors his livelihood and business is completely dependent of each commission that he is granted to work on. Jamie Thraves in particular submitted two treatments for his two best known videos and both were accepted. These are Radiohead - Just which is budgeted at £100,000 and shot in three days and Coldplay - The Scientist which is budgeted at £200,000 and also shot in three days. He has used music videos go get into the film business and so far he has show three features in The Low Down, The Cry of the Owl and Treacle Jr. His tips for creating a music video is to use the lyrics yet don't take them too literally but most importantly go with the emotion that the song gives naturally.
Emil Nava
Emil began as a runner for film production companies and used to work for Blink Productions, he now freelances for OB management. He has begun to make adverts which are on the higher budget and production values although this gives him a lot less creative freedom. At his peak of his career he made 24 music videos in the space of one year. When he began shooting videos for independent labels the budget at this time would be around £5,000 to £10,000. His most expensive video to date was for Jessie J and the budget was £160,000.
Both of these directors demonstrate the varies in the cost and time scale that independent and major companies expect from directors with videos being filmed and edited and completed in under a week.

Indie Rock Videos

The 1975 - Chocolate

Chocolate by the 1975 clearly resembles what we expect from a typical indie rock music video. Throughout the music video we are constantly being taken back to the band driving in a car, at night in the rain. This use of the weather and time of day gives a dark and gloomy feel to the music video which in contradictory to the vibe that the song is giving off yet connects with the lyrics themselves. The weather is also a strong indicator to the tone of the song and what it is all about as rain is usually related to sad songs. The relationship between the lyrics and visuals illustrate each other giving an understanding of how they may be feeling. The use of the band in a car rather than in their studio singing connects well with the audience as it is something that they are able to relate to making the artist more down to earth.

We are also shown the main singer of the band solitary singing whilst smoking. This activity can be seen as fashionable within the social group that this is aimed at giving more connections to the audience. There is also the sense of escapism coming from the artist and his life. The audience may also be watching the video for escapism of the daily tasks they have to go through giving a stronger connection between what would first appear as two completely different lives.

The next image is showing the band in a dim light, revealing unclear silhouettes. This gives a dramatic effect and it is ambiguous as the faces aren't clear keeping the audience wondering what is going on and if it is even them at all.

They have experimented with the angles of the different members. This shows variety and a point of perspective from the artists point of view. It also shows the singer as being alone, this brings the artist and the audience together showing that no matter who you are and what life experiences you've come from everyone has these feelings and do experience them at some point.

The narrative is  not shown as much in this music video compared to others by the 1975 yet it is still major part. It is played by a band member and a woman which is unusual as the narrative is normally played by unknown actors to create a separation between the band and the story of the song. This shows the individuality of the indie rock genre as they haven't got a strict set of codes and conventions to stick by making their music videos more flexible and original.

The indie rock genre is shown in the video with the use of effects such as the typical black and white feature. I will be using this along with the separation of the music and narrative clips merged together in my music video to keep to the codes and convention of this genre.

Arctic Monkeys - Arabella

The narrative of this video is immediately introduced with the culture of the audience being shown. This helps the audience connect with the band as they are highly popular and can seem to be on another level compared to the general public. This brings them down to life along making them more relatable. This also gives the audience something to base their actions in life on as it shows you what people of this music genre do and act making it highly influential.

There are multiple close up shots of faces and in particular the instruments being used. This gives the video an authentic look of a live performance which is known to be a conventional feature of an indie rock music video.

The locations used in the video are also conventional of the indie rock genre as the band are seen performing to a small crowd and the surrounding suburban area. The use of the handheld camera in these locations make them more personal and not as staged.

Again as expected the conventional use of the black and white filter has been used on this music video as it is a typical trait to an indie rock music video.

Radiohead

There is only one location in this music video of the band performing. Although this is a convention of an indie rock video it is unusual for it not to be given a narrative especially for such an emotive song. This represents the individuality of the genre making up the rules as they go as to their own free will.

The regular close ups of the performers and their instuments occur. Although they are placed higher than us and the live audience watching them we are reminded that they are still not too dissimilar with the use of costume as everything is kept basic and bland. The expression on the artists same is also conventionally emotionless keeping the focus onto the music.

Like the 1975 music video this one also used silhouettes. Although this is not seen to be a conventional feature we can assume that it is used to convey the individuality and mysterious side of the indie rock genre as there is no set rules there is no way of knowing what direction it is going to go in next.

The over exposure of the picture with the use of stage lights give this a more personal feel as it has clearly not been tweaked and perfected with the use of editing. This raw look to the video keeps the focus on the music rather then fancy effects making the artist the main attraction.

Unusually this music video is not in black and white. This represents the unruly side of this genre making it unconventional. This paired with the neglect of using a narrative portray this band as trying to break the codes and conventions of their own genre.

The Music Industry

Music Corporations
The music industry is mainly dominated by four multi national corporations Universal, Sony Music, Warner Brothers and EMI. These corporations are referred to as 'The Majors'. The majority of these have stakes in other industries besides music such as film, tv and electronics. Most of these major corporations own subsidiary companies which are smaller in order to reach different target audiences who are interested in different genres such as Columbia and Syco these companies are known as major independents.n there are independents, these are a number of small companies with little or no financial connection to the majors. These companies often concentrate on a smaller number of acts within a specialised industry. An example of a highly successful independent company is Domino Records. It is often that record labels begin as small independents but then are bought by a major and turn into major independents making their way up the music company chain.

The Artists
Artists themselves can be divided into two categories; organic and synthetic. Organic is used to describe bands where the music comes first, this means they make the kind of music that they want to make then the signed record labels try and sell this music to the correct market segment. It often appeals to a niche audience but can occasionally appeal to a mass audience as well. Synthetic refers to artists created by ways such as 'The XFactor' as money is the ultimate goal. A gap in the market is identified and then exploited by the development of the music and artist to suit the gap. This can be related to acts such as; The Spice Girls and JLS as they are more manufactured.

Synergy
The music video exists as only one part of the multimedia campaign as it is only one way that a song is promoted. The music industry uses a number of different media for different purposes such as radio, tv, print and film. There is often a clear sense of synergy across a number of media platforms.

Audience

The audience for the genre of music that I have chosen would be a slightly unconventional teenager who doesn't fit into the mainstream music making them more of an individual. For this reason I am going to look into this audience to find out their likes and dislikes so I am able to cater the music video to their expectations. Whilst doing this I hope to have a clear idea of who these people are to be able to make a target audience profile of both a boy and girl who would look at the type of music video that I am creating. I will start my investigations by getting a focus group of people who listen to this music to find out more about them.

Focus group
As part of my focus group I had four volunteers take part who listen to the indie rock genre. I found out why they listen to this genre to understand what they get out of being so individual compared to others.
Jess - She likes this genre of music because of the individuality it creates. It stops her from being an average boring part of society who conforms to the conventional rules.
Charlotte - She likes this genre of music because it suits her style more than other genres and feels like it is more relatable to her personal experiences.
George - He likes this genre of music because his close friends also listen to it making it an easy topic of conversation and something that everyone in his social group enjoys.
Harvey - He likes this genre of music as he uses it for escapism to forget about the daily tasks that he endures.

Research into the audience (Qualitative and Quantitative data)
A survey into the age and gender of the indie rock target audience has been collected and the following data received: 'Do you listen to the indie-rock genre?'

From the responses to this survey, I can clearly see that the most 'Yes' answers to the question 'Do you listen to the indie rock genre?' are in the 16-25 age group. Only one person in the 21-25 age group answered 'No'. This shows that this age group is also a large part of the indie rock genre's audience although it may not be as great as younger generations according to these findings. From the results collected there is not a great difference between the number of female indie rock listeners and the number of male indie rock listeners. However the findings show that there was one 'No' answer from a female. This shows that there is a possibility that slightly more males than females listen to the indie rock genre, this can be supported by findings from 'NME' magazine using information about their target audience published by IPC Media. The gender of their audience was found to be more towards men with a 34% difference. Although this contradicts my findings I believe that if i carried on this process and asked more people then I would of come out with a different result as the larger the population asked the more realistic it is to real life. It is said that they have an 'intensely engaged audience of 16-24 year olds' This supports my audience research which concluded that 16-25 year olds are a more popular age range for the indie rock listeners. There is no significant difference in the amount of males and females in my target audience as it is approximately 55% male and 45% female. Most of the people in my target audience are studying to working in admin/personal care. It is likely that my audience do not earn at all (students) or earn a wage of approximately 21,000-25,000 per year. The demographic profile of my target audience wouldn't be categories such as aspirers or conformers as they do things outside of the norms of society seeking for individuality.

Audience profile
Name: Kristen
Age: 18
Gender: Female
Likes: Music, Clothes, Friends
Dislikes: 'Girly' things, Rip off bands, Fakes
Hobbies: Playing the guitar
Clothing: Skinny Jeans, Logo/Band T's, Flannel Shirts, Converse, Vans, Doc Martins
Audience demographic: Disconnected, these people are detached from mainstream society and live in the 'ever-present-now'
Salary: Student
Output on media: Roughly £50 per month, concerts, cd's, downloads
Shops at: Topshop, Urban Outfitters, H&M, HMV
Relationships: Family, Friends
Intake of media: 75% of the day, only time not listening to music is in lesson time

Name: Robert
Age: 20
Gender: Male
Likes: Music, Friends, Tumblr
Dislikes: Chart music, Anything mainstream
Hobbies: Going to gigs
Clothing: Skinny Jeans, Logo/Band T's, Flannel Shirts, Converse, Vans, Doc Martins
Audience demographic: Disconnected, these people are detached from mainstream society and live in the 'ever-present-now'
Salary: 21,000-25,000 per year
Output on media: Roughly £60 per month, concerts, cd's, downloads
Shops at: Topman, Urban Outfitters, HMV
Relationships: Family, Friends, Partner
Intake of media: 60% of the day, only time not listening to music is during work

Marketing
After looking at this target audience I have decided the best way to advertise my upcoming music video is through the types of media that they use such as, iTunes and social networking. There is no use in spending money on advertising in places that they don't relate to as the target audience would not be in view of something that they would be interested in.

Genre

My Chosen genre is indie rock. I am going to focus on one band in particular (The 1975) as well as looking at others such as Radiohead and The Arctic Monkeys. I have chosen this genre as it is very popular with the teenage audiences at the current times as the interest in festival bands is increasing. I will be looking into the codes and conventions of this genre of music to understand what the audience will be expecting from our final product.

Indie Rock is the sub-genre of alternative rock that originated in the United Kingdom and the United States in the 1980's which is where its retro feel comes from. Indie rock is extremely diverse, with sub-genres. Originally used to describe record labels, the term became associated with the music they produced and was initially used interchangeably with alternative rock. Indie rock then became a separate movement when bands such as Nirvana broke into mainstream music taking the 'alternative' label with them. Many musicians were disappointed with this label as it became too conventional and mainstream which seemed inappropriate to name these small independent bands who have no relations and no desire to become part of the mainstream movement. This is when the bands slowly began to separate from the label of alternative rock and create these sub-genres to keep in touch with the roots of its movement.

Settings
Indie music videos are typically known to be very natural and done on a low budget. The main settings used includes small home made studios, cities, parks and in remote unknown locations. These are places that can be accessed easily and create mystery as they are urban and rural. We will keep our settings simple as this is typical of an indie rock music video to keep the focus on the artist and their performance.

Mise en scene
This is a critical factor to the indie rock genre as it helps tell the narrative. The people that are featured in the videos are typically retro through the use of costumes and makeup. There are also sometimes additional actors playing the main part in the narrative of the video to enforce the meanings behind the music. Props also play a large role as they ensure that the music video looks realistic. For an indie rock genre this could include instruments such as guitars and drum kits.

Performance
A convention of the indie rock genre music videos is often to include live performances as it shows them doing what they enjoy. It is typical in this genre to focus on the talents of the artist to help promote them. However over recent years its become popular to include a narrative performance in between clips to give the video more meaning as it helps the audience relate personally to the lyrics of the song. Facial expressions tend to be minimal, keeping them plain and quite serious at times. You rarely see the performers smiling in their videos as this is not a normal convention for this genre we don't expect it.

Narrative
As i previously mentioned showing a narrative to the lyrics has recently become increasingly popular in the indie rock genre. This helps the audience to relate to the lyrics making the video more personal. Narrative has become popular because it captures peoples attention better compared to just shots of a band making it easier to relate to and empathise with. This gives you room to be able to expand shot verity and the range of effects used.

Camera
The most typical camera shot used in this genre of music are close up shots of instruments and their emotions then also crane shots to get a full view of performances. Long and wide shots are also common as they are used as establishing shots to set the scene of the narrative in the music video. Typically the lead singer is positioned in the centre and towards the front of the frame, this is because this is who the audience will recognise the most. Most people in the indie rock genre concentrate on the whole band working closely together to promote their group not just the individuals.

Editing
The editing is one of the if not the most important parts of the music video as it creates the correct vibes and emotions for the music. Most indie genres have special effects to make the video run smoothly. To do this shots are sully cut either fact or slow to reflect the pace of the music. Effects are usually added over the the top of the video to create an old worn look to it. The black and white effect in particular is very popular as it appears very old fashioned giving it a classical and grudge feel to it.