Our Target Audience

Age: 15-25 (Teenagers & university Students)

Gender: Both but more swaying towards girls due to the fact that our artist is male.

Class: Middle

Interests: Socialising, fashion, Music, they usually play an instrument, Technology, mild drug use,

Beliefs And Values: They have a clear understanding of right and wrong although this is somehow flawed as  sometimes there is use of cannabis as indie acoustic fans like to get high and listen to their music/create their own music. They like to be unique and different as they do not want to be associated with the mainstream.

Attitude: They are hard workers but they are also chilled out people. They like to find new music to try and be unique. They listen bands that are small and upcoming as they don't want to be in the mainstream crowd but they will listen to some mainstream music if the songs are genuinely good as they appreciate music and can identify good music when they come across it.

Disposable Income Usage: Fashion, Musical Instruments, Concerts, drugs(sometimes), cigarettes, Technology e.g Phones, Laptops, Ipod. they use these devices to keep in touch with their music these devices also make their music portable so they can listen to it wherever they are.

Camera Conventions In Music Videos

Ideal Audience Member

His name is Sam, he is 19 and studying politics at Sheffield university. During his own time he likes to create his own music and sometimes plays small gigs in local pubs, he attends many small gigs usually on a sunday night. He's up to date with technology and owns a apple macbook. He follows an indie fashion, you could usually find him wearing skinny jeans, pointy black leather shoes, and a checked shirt with a top button done up, when the weather is particularly hot he wears his ray bans. The phone he owns is an Iphone as he is in touch with his music and likes it to be portable. He smokes roll ups because he cant afford regular cigarettes. His favourite artists are Ed Sheeran, Frank Turner, Kasabian, Joseph Arthur. He doesn't have a car as he is a poor student and his girlfriend is a student as well studying English. He is mainly interested in music but has a slight interest in photography and the latest indie fashion.

Interviews

We asked fans of acoustic indie what aspects of the acoustic indie genre that they enjoy

What artists do you enjoy ?

Ed Sheeran, Frank Turner, Razorlight, Kasabian, Radiohead, Joshua Rading, Joseph Arthur, Obadiah Parker. 

What do you expect to see in an acoustic/indie video ? 

they expect to see a Moody long haired person they also enjoy simplistic scenes

What is your favourite music video of this genre ?

Verve- Bittersweet symphony, Radiohead - street spirit, Ed Sheeran - Ateam, Frank Turner - Queens 

Dead

Would you expect to see a performance or narrative or both ?

Narrative, Both

What sort of location would you expect it to be filmed in ?

City, Forest

Indie-Acoustic Genre Research

Frank Turner.

We have picked a song that is written and played by our friend Miles. It is acoustic indie so we are now starting to looking into artist that are similar to his nature. Frank Turner aged 29 and from Meonstoke Winchester he's one of the most recognised acoustic artists around, he originally started out playing in the band Million Dead until the band split in 2005 and all the member went there separate ways.

As you can see here with most acoustic artists they normally have a picture of them with there guitar in a chilled out area sometimes a rough background and other times just plain ones. Franks slight lines in both these images he is looking away at something this is telling us that in the second image he's not to bothered that a picture is being taken as he wants to portray himself as a relaxed individual. The first picture he is quite clearly looking away to gain a bit of attention to his face and the outfit that he is wearing. The two fingers on the strings off the guitar is quite a discreet way to hold the guitar up instead of hold the the guitar in his hands the main focus in the first picture is his face and suit. Unlike the second image the guitar is just as important as him in that image.

This is Franks latest album which was released 6th June 201. The title of it 'England keep my bones' shows he is very pound to be British. The crossed bones in the middle related to the title of the album but also links in with the sort of pirate look if you also look at the front that has been used this links in with the pirate look as well. The green and gold in a very old colour mix so the message Frank is trying to give across to the audience is that this album looks like something you would find back in the 1500s is albums were around then.



This is Frank Turner - Photosynthesis it is him playing at a school and playing in a dark room but the main story is him playing in front of kids and then letting them have a little go to help him make a music video. The lyrics link in well with the video as its all about growing up and the story within the video is school kids learning and playing with instruments. The chorus in the song is 'I wont sit down, I wont shut up, most of all i wont grow up' which represents kids very well as they don't stop moving and making noises so the lyrics relate with the video. Towards the end of the song the is a verse 'I'll play, you sing, the prefect way for the evening to begin' in the video he gets all the kids sat down or stood up in a photo picture and as he plays they sing which also is a brilliant relation between the lyrics and the video.

Camera work within the video there are a lot of long shots to show everything that is going on as lots of the school kids are included. There are lots of close up on Franks, the children's faces and the instruments these close ups are done on the children's faces to show how sweet they are as the song is a very happy sing along song. The close ups on the instruments to show the variety of things the children get to play around with and finally the close ups on Franks faces are done to show him singing the song and having a good time. There are other shots but mainly long shots and close ups.

The cuts are very soft and quite slow as they need to match the pace of the song which is quite up tempo for an acoustic songs but its not over the top it has some slow parts in but to gain audience appeal to this sort of song as its quite a jolly song they need to have the cuts quite soft and not rushed.

So for our video we need to make sure our cuts are not to quick and if we can relate the lyrics to the video as well as Frank has done here I believe our video will be very successful.

 Explain clearly what a digipack is
A Digipack is a physical product which includes: A front cover, back cover, cd, inlay there is also extras included in a digipack this helps the audience get more intouch with the artist for example An extra DVD that includes a interview with the artist and also live performances there could also be a booklet that gives more information on the artist.

Give an example of how intertextuality could be used in the marketing of your digipack
An example of intertextuality we could use in marketing our video is that our artist could use Facebook or Blackberry Messenger on his phone during the video. The audience we are targetting is in the 16-25 age bracket which means they are interested in technology.

Give an example of how intertextuality could be used in the marketing of your video
An example of intertextuality we could use in our digipack is the blackberry barcode, a large percentage of our tragte market have blackberry phones, this also attracts our target audience as they can scan the barcode using their phones and instantaneously get extra information about the artist.

What did Goodwin say were the 3 possible relationships between lyrics and visuals in a music video ?
Goodwin states that there is a relationship between lyrics and visuals these include:
Illustrating, Contradicting and Amplifying.


Give an example of how you could develop star image for your artist using star iconography
Our genre is the Indie-Acoustic genre a icon of the genre is a acoustic guitar therefore we will feature a acoustic guitar in our video as the audience expects to see this icon in our video as this is what they are used to.

What demands does the record company make on the video and why ?
The record company wants the music and genre to be categoriseable, they do not want to offend the target audience, they also want the artist to stay in the same category i.e if the artist appeals to a female audience don't give away that the artist is married or in a relationship.

What usually features in a video in addition to narrative and why ?
Features in the video that are usually usedin addition to narrative are: The performance, there are also complex fragments in a non-linear order this leaves the audience wanting to see more of the artist.

How could you use the elements of 6 and 7 in your digipack and how would it complement the video ?
6 - The artist needs to stay within the genre to maintain target audience.
7 - we need to keep the audience captivated the target audience needs to enjoy watching the video.

What 'extras' could be in the digipack in addition to video and music tracks ?
Extras we could use in the digipack are: Blackberry barcode as this links to our target audience. We could also include a mini biography so the audience gets to know the artist more.We can also include behind the scenes of the video and the artist on tour. An additional video on how the music video was made can also be included to captivate the audience.

How do your plans match to the chosen demographics and psychographic of your audience ?

Task One:

Explain the methods you used to attract your audience in your AS coursework

When we filmed the shots of the men walking we intentionally positioned the camera so that we could not see their faces this is an example of shot composition created a mystery about who these characters were and what they were doing. This entices the viewer and makes them interested in the men.

We had a fast cutting rate this emphasised the men and increased the tension on what they were doing making the viewer anxious and curious.

At the end of the sequence we had a fade to black this left the audience on the edge of their seat making them wonder what is going to happen next we combined this with a sound bridge with the dialogue “The agent is deployed, go” this makes the viewer wonder where the agent is going and what he is doing adding a extra twist to the plot.

We had the men wear black suits with white shirts and black ties this added seriousness to them as suits connotate business men/authority this makes the men seem powerful  we also used a briefcase as a prop to add to the mystery briefcases are also associated with secrecy and business like actions. The viewer will wonder why the briefcase is significant and how it links to the men.

We also used a tattoo on both of the clone’s arms the boy in the bedroom had this tattoo this linked to the man with the laptop as he had the same tattoo this implied that they were connected in some way. As well as this we also included the tattoo on the documents enclosed in the briefcase this added another layer to the complexity of the plot as the audience will wonder what the significance of the tattoo symbol and how and why the boy and the man are linked and in what way are they linked?

We used dark lightning when we filmed the man with the laptop this implies mystery and a darker side which is a strong characteristic of the thriller genre it makes the audience wonder why he is in a dark secretive location and what he is doing there.

The use of our soundtrack mimics the video and also creates tension with a ticking clock sound and the eerie music this makes the audience wonder the reason this music was used and how it links with the film.

We have character establishment we establish the boy as vulnerable by him being alone in the room this attracts our audience as it creates mystery as to what the significance to the boy.

We used matched cuts to show continuity of the men walking the audience want to find out where they are going it also gives a feeling that we are following the men.

We have included a gun in our opening, this attracts our audience as it creates a sense of danger. The audience will question what he is going to do with the gun and why he has it. We used a reaction shot combined with the lack of a motivated cut this leaves the audience wondering who is opening the door.

Task Two Artist: Lady Gaga

Lady Gaga

Lady Gaga has a wide variety of images and she is a very controversial singer due to the fact that she performs actions which are socially frowned upon.
For example she wore a dress made of raw meat to the 2010 MTV Video Music Awards this caused quite an uproar and news stories as it was deemed 'unethical'.
At the start of Lady Gaga's career she was less excentric than she is at the present day she has rapidly got more bazaar over the years that she has been active. As seen on the left this is one of her less crazy album covers she is wearing a leather catsuit which is associated with being sexy this compliments the high heels.
Lady Gaga has mixed reviews in concert where she can either be fantastic or terrible as she has a very tempermental personality.
In the album cover she is looking directly at the camera but she has a masquerade type mask and a black leather hat which makes her slightly mysterious as you can not see her face.

Task Two Artist: Tinie Tempah

Tinie Tempah

Tinie Tempah's Real name is Patrick Chukwuemeka Okogwu, this is a common trait of rappers as they create a stage name and do not use their real name.
He is presented as cool and confident he is also desirable by women, he has built up this image over time. He even has his made his signature glasses more fasionable some people also call them the 'Tinie Tempah glasses'
The album cover design has Tinies signature glasses
it has the name disc-overy which has clever word play as inside the case is a disc. It also makes the audience feel like they are discovering something new.
He has a city in his hands which shows he is powerful or that he has discovered it.
Tinie Tempah he has collaborated with various artists such as Ellie Goulding & Labrinth which shows he has good communication skills and enjoys working with other people.
Tinie Tempah is an energetic live performer and as he has collaborations with many artists the audience get to see many of favourite artists at once.

Task Two - Artist: Ms Dynamite

Ms Dynamite

Ms Dynamite is quite a unique artist as there is not many female dubstep/drum and bass artists.

Thus being hard to compare to other artists. The way she is represented is quite natural and in touch with her music her music is heavily vocaled which takes some elements from pop while it also has a drum and bass/ dubstep beat. Most dubstep/drum and bass does not have much vocals as it is heavily focused on the beat/rhythm of the music.

Ms Dynamite is a very confident musician as she makes direct eye contact with the audience in both her videos and her Album Cover this shows she is contacting the audience directly 

Ms Dynamite has also changed her image and genre of music over time as in 2002-2004 she was a more soulful garage/rnb singer with a more innocent image where as now she has made a comeback on the dubstep/drum and bass scene, dubstep is one of the genres that has been derived from garage which makes this a good choice of music for her to go into.

She released her debut album, A Little Deeper in 2002, featuring the hit songs "It Takes More" and "Dy-na-mi-tee". In 2003, the album was released in the United States to critical acclaim. In 2002, Dynamite won the prestigious Mercury Music Prize, for A Little Deeper. She donated the £20,000 prize to the NSPCC.

Giving 20,000 to the NSPCC is quite a big deal and shows that she is not as greedy and money hungry in comparison to other artists as she has given money to charity.

In Ms Dynamites newer videos she is presented as a strong woman that can do things for herself a name of one of her songs is 'Nevasoft' which implies that she is not soft or easily beaten this is a great song choice to release on her comeback album.

The costume used is a leather jacket which shows that she is strong and dominant but she is also wearing demin shorts which emphasises her legs and shows her to be more girly she is also wearing high heels which connotate being sexy this reminds the audience that she can be a strong woman and still be girly and sexy at the same time.

Props which are used are Big Speakers this is a typical feature of dubstep/drum and bass music.

other props which are also used are guitars and drums which are more natural ways of creating music rather than with a dj deck/computer this connects to Ms Dynamites voice which is natural.

The set is in a dark room it looks to be in a basement it has dark lightning. This is linked to Garage/dubstep as some varieties of those genres is called 'underground'.

In concert Ms Dynamite usually has Dj with her to play the beat/mix the beat while she sings she does not mime, she sings live. She interacts with the crowd and gets them excited, dancing and having a good time.