Evaluation - Rukhsar Hussain

This project that I worked on alongside Ghulam Arif and Sameena Waheed, consists of a music video and two ancillary tasks (an album cover and a magazine advert). After brainstorming our ideas, we decided to produce a video of the Bassline sub-genre of Garage and UK House music (due to my skills as a Bassline music DJ/producer in my own time).

Question 1 - Genre

Bassline music is a new experimental style of music that has originated in the past eight years in the north of England and is gaining popularity on a large scale. It is also nicknamed "Niche" due to Niche Nightclub in Sheffield that helped the genre emerge from its underground roots, but was closed on 27th November 2005 due to increased gang related violence and re-opened on 27th November 2009 after exactly 4 years.

"Operation Repatriation"

My contributions to the production of the music video were:-

. Ideas for the music video

. Organising the people who appeared in parts of the video

. Editing and work on the music video and ancillary tasks


. Production of the music itself


. Advertising for people to appear in parts of the video (ravers etc)

The target audience for the music video are mainly people aged 16-25 years of age. This is due to the musics popularity to teenagers, College and University Students, and Youth as a whole in the Midlands and the North of England. It mainly appeals to youth of a working class background due to the content of slang and culture and lifestyles promoted in the songs themselves. Bassline music is split into different categories in order to appeal to many of the english youth population:

Bassline House - Funky and "Old Skool" electronic sounds with a very strong emphasis on bass.

4x4 (pronounced "four four" Bassline) - which is a newer version of Bassline that includes more melodic bass to create more funky rhythm and appeals to more of the youth population with the inclusion of rapping for the male youth and singing and vocals for the female youth.


Bassline "Bangers" - Instrumental Bassline without vocals, but more of a mixture of Bassline House and 4x4 Bassline.


Organ House - The old style of Bassline music which has more rhythm and organic melody but less emphasis on bass but more inclusion of elements of funky dance music.

UKB (UK Bass) - Originated in December 2009 in the Midlands Bassline scene and is more grime-style Bassline but includes more faster sounds than the typical Bassline track of 140bpm (beats per minute)

Taking these categories of Bassline music into consideration, I thought that creating a mixture of all types of Bassline Music, I could help create interest to many people who view this music video and listen to the music.

The first Bassline music videos to be released around the UK in 2007 had brought the style of music into the mainstream from its underground West Yorkshire roots.

DJ Q Ft MC Bonez - You Wot (2007)

http://www.youtube.com/watch?v=fUGZq02cYIY

T2 Ft Jodie Aysha - Heartbroken (2007)

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

The typical conventions for a Bassline music video include young adults (male and female mixture) and a lot of raving and increased promotion of fun and a fun and "party hard" lifestyle for the youth.

Taken from DJ Q Ft MC Bonez - You Wot


It shows elements of youth raving, fun and enjoyment.

Taken fron Ruky - Get Milli Get Mad


This shows our use of generic conventions of the typical Bassline music video.














The music video that me and my group created clearly follow the typical conventions of a Bassline music video. Our early plans were to film in a nightclub and film our dancer out of town with more scenery and nightlife to get more promotion of fun into our video. I had organised a group of cheerleaders and street dancing girls to go to Manchester City Centre to participate. However, due to extreme weather conditions, we were unable to travel far and had to film in a local studio and a popular place in my hometown of Blackburn where young people go to socialise, the sheesha cafe.

Question 2 - How effective is the combination of your main products and ancillary tasks?




In relation to MudValley's (www.mudvalley.com)  theory of brand identity, our brand consists of the following:-


Brand Essence - This music video and the Bassline music that i produced under my producer/dj name "Ruky", represents more ethnic minorities and mainly people of a low socio-economic status due to its underground roots.


Brand Slogan - "Bring On The Bass"  - My tagline in the majority of my Bassline Music


Brand Personality - This music is very upbeat and promotes fun and enjoyment. This is why the music is very fast and is for everyone to rave to.


Brand Values - The music and the music video as a whole represents many things, including youth, fun, culture, the pride of a persons hometown. (However a BBC report about the raid of Niche nighclub in Sheffield in 2005 stated that Police associated Bassline with gangs and violence)


Brand Appearance - This music is made to be categorised into different sub-genres in order to appeal to everyone by using varieties such as rapping/MCing, Singing, and just an instrumental (no vocals).


Brand Heritage - Bassline (this genre) originated in Sheffield in the early 2000's in Niche Nightclub and inspires producers and is enjoyed by people of many ethnic backgrounds.


Emotional Benefits - It is very energetic, upbeat and promotes a fun lifestyle and in the enjoyment that it creates, I believe that this genre of music gets people in a good mood and away from their everyday mood and life.


Hard Benefits  - It is a very expensive genre of music to purchase as it is not sold in mainstream record stores such as HMV and Virgin Megastores. Bassline can only be purchased from the producers that make the music and from the nightclubs that play the music and from independent record stores. Consumers can also purchase these products online from websites such as:


www.dubplatemp3.co.uk


www.urbanjunkiez.co.uk


www.basslinelounge.com


However, due to the piracy benefits of Web 2.0, this music can be easily passed along on P2P sharesites on the internet and can also be downloaded via forums and YouTube Downloaders etc.


Inspirational Brand Indentity


> www.youtube.com/user/speedydubzofficial


The above link is a YouTube channel of "Speedy Dubz", an independent label of which I am a part of.
Myself and members of the group, promote each others music that they have produced, using techniques such as uploading them to YouTube and posting links on MySpace and Facebook.
All producers of this group are under the age of 20 and go as young as 15 years of and share a passion for the genre of music that they produce.


These are a few of the producers that are part of this group in order to gain success and help each other out:-


> Ruky (Myself)
> Skanka Productionz
> DJ Z-One
> Shaun Jnr (SJ Productions)

Here is my logo, which is black and purple and is my main combination of colours when associated with music to promote myself.

Here is the logo my group created during the production of the magazine cover. This helps create recognition towards my music due to its purple style in the Bassline scene.

The picture above is taken from the music video that me and my group produced. It shows the part where I appreared and my colours included purple. in order to promote myself and my own brand identity.

As also shown above in this logo with my picture in it, the colour codes include black and purple, in order to promote myself in a different way.

Here are the album covers to my single that we have used to make a Music video - Get Milli Get Mad.

The style we have used is by putting different parts of each others work together and being creative in order to make it stand out more.

The above picture is of the magazine advert which is available to view in full size on our blog.

We have used pictures of the main cast of the video, Lil' Mystery (Dancer) and Khawer (Raver)

The magazine advert promotes the music, the music video, and myself due to the purple colours in the product, the release date and the snapshot of the album cover along with the website that helps promote me which is now under re-construction: http://www.urbanjunkiez.co.uk/ .

Question 3: Audience Testing


The target audience for the music video are teenagers and young adults aged 16-25, people who enjoy nights out and the party life. For the modern day, this is a good audience age range to attract as the main consumers of music are the youth population as they also help to promote music by social networking and P2P file sharing. Video questionnaires were used to gain information from audience groups, which is displayed in earlier blog posts.


Through the information recieved from the results of the questionnaires, we found that not many people familiarise with the genre, which is due to being in Lancashire and not Yorkshire where the music originates and Bassline is still a fresh up-and-coming genre


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The above video is the audience feedback after the group of youth's viewed our final product.

After collecting information of the feedback from peers, the above charts show the results we recieved.

The technology that we have used to create our products are as follows:-

 Ancillary Tasks - Adobe Indesign and Adobe Photoshop CS3
Main Task - Video Camera and Final Cut Express
Research and Planning - Blogger and The Internet (YouTube)

The creativity we used during the production, although some shots were too long in duration, were very enjoyable.  The transitions, effects and the acting of the ravers in the background gave the music video a "wow" factor from most of the audience.

Looking at the audience feedback, the majority of the music video was great. The only flaws were lip-syncing, due to software problems.

If this was to be re-created, I would take into consideration the feedback from the audience that viewed the video and the mistakes that we made whilst producing this current product.

Conclusion - Strengths

In conclusion, I believe that I have had a large role in this project due to my job as the producer of the music video, helping my peers gain knowledge about the music I work with and its roots in order for them to do their own research, and my participation in organising the dancers/ravers etc to take part in the music video and helping edit the music video itself.

Due to lack of communication from all of us in the group, we had slight trouble meeting up and filming, also due to the weather conditions of January 2010. However, much teamwork and creativity whilst filming had made us create a successful product that we and also the audience, are happy with.

Conclusion - Weaknesses

The video making process and the length of shots and our lack of profession in editing the video have made our product fall back a little. I feel that a bit more time and effort with the production of the music video would have made us create a product which is more near the professional type.

Get Milli Get Mad

This is our final product of our music video. Enjoy :)

Get Millie Get Mad Evaluation Sameena Waheed

 Introduction
For this project I worked alongside Ghulam and Rukhsar, together we decided to create a music video. After a lot of thought and consideration we decided to create a video of the Bassline Genre, which is an ‘up and coming’ genre.

Bassline to us, was a genre that promotes fun, so we immediately knew that our sound track had to be fast, upbeat, reflective of our chosen genre.

Rukhsar created our title track, and the contributions I made to the project were those of doing thorough research into the genre, planning the video alongside both Rukhsar and Ghulam, I designed and created two ancillary tasks- the magazine advert and the album cover, I did the majority of editing but minimal filming, I also helped construct some of the shots in the video.

Our track is called ‘Get Millie Get Mad’, and our target audience is mainly people aged between 15-25 of no specific gender, and it mainly appeals to students or people who come under the C1, D and E socio-economic status groups, similarly it applies to people who are fun loving and enjoy this sort of music, not to anybody of a specific religion or geographical area.

According to Young and Rubicon's cross cultural consumer characteristics ‘Get Millie Get Mad’ belongs to the ‘individuals’ these are people who respond to advertising and marketing that emphasises quirkiness and individualism, these people don’t come under any specific category because they don’t want to fit in any box.
Genre

Genre.
Our chosen genre is a hybrid genre of Dance and Bassline Music. We have chosen this genre because it is an "underground" and up-and-coming genre and is easy to experiment with creatively.
Dance music videos are primarily for the purpose of the use within night clubs settings or an environment that is based upon dance. Dance music is ever-evolving genre, with evolving styles and sub-styles.
Below is an example of a Dance video called Ayla Part 2 - http://www.youtube.com/watch?v=VU9HjiyKnZw

However, Bassline differentiates Dance to some extent, although the conventions are similar Bassline is a sub genre having its idea of proving social realism. Bassline is a type of music related to UK garage and has emphasis on bass. The style originated in Sheffield around 2002. Bassline remained underground until the release of T2's single 'Heart Broken'. Here is the video of T2's 'Heart Broken‘ - Bassline remained underground until the release of T2's single 'Heart Broken'.
This is the video link of T2's 'Heart Broken’- http://www.youtube.com/watch?v=KG28976TmDM

 This diagram shows the conventions of a dance music video.

Genre and Conventions.
There are many typical conventions ‘Get Millie Get Mad’ follows, thus being dancing, upbeat music followed by a lively atmosphere, also we filmed in a studio another element similar to traditional Bassline videos, however one aspect that wasn’t similar was that of not having a variety of shots, as commented on by our target audience who said the product could be improved if there was ‘A bit more variety in the clips’, however, whilst shooting there was many limitations and difficulties due to appalling weather conditions however, eventually, we got over this and the results were impressive.
100% of the target audience also thought that the product was conventional of the Bassline Genre, and understood the ideologies encoded into the text, those of having fun and enjoying yourself.
We used a selection of locations which all worked well together, these were not traditional locations however, this was effective as they suited the music genre, it offered familiarity within the genre to the audience, which leads to the theory of Graeme Burton (2000) which suggests there is a tight relationship between the manufacturers in the music industry and the consumer, the audience it is targeted at, he created a circle of reinforcements and meanings in which he highlighted that: ‘Genres are good for industries because they are good for profits. They are good for profits because, by definition, the audience pays for them consistently, and sometimes well. The audience is attracted to genre material and pays for it because it takes pleasure and satisfaction from the material.’

Branding and Brand Image.

Branding And Brand Image

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Audience.
Questionnaire Results.

The target audience of ‘Get Millie Get Mad’, is mainly people aged between 15-25 of no specific gender, and it mainly appeals to students or people who come under the C1, D and E socio-economic status groups, similarly it applies to people who are fun loving and enjoy this sort of music, not to anybody of a specific religion or geographical area.

According to Young and Rubicon's cross cultural consumer characteristics ‘Get Millie Get Mad’ belongs to the ‘individuals’ these are people who respond to advertising and marketing that emphasises quirkiness and individualism, these people don’t come under any specific category because they don’t want to fit in any box.

In relation to Maslow’s Hierarchy of Needs, the product is not a Physiological Need,however, the most suitable audience is those who come under the Esteem needs, these are people with self-esteem, confidence and those whi take pride in themselves, it also appeals to those who come under the Self-actualization needs those are the ‘Being Needs’ , these are people who are aware of their full potential as human beings. Below is a diagram of Maslow's Heirarchy of Needs. starting at the bottom are the basic needs evolving into more indevidual and personal needs depending on the indevidual.











Also, according to Graeme Burton, there is a tight relationship between audiences that consume media products and media industries that manufacture the products, the diagram below shows his process.

This genre is targeted at a large number of people, it is a royal niche audience, however, because it is an ‘up and coming’ genre the audience is constantly increasing. They are the right target audience for the product as the majority of them are students who go clubbing and enjoy this sort of music, they support it financially as they have the money to go out and enjoy themselves without spending too much money.

The audience has been involved in several stages throughout ‘Get Millie Get Mad’ through questionnaires, and audio and video interviews, from an early stage we got the audience involved, this can be seen on our blog.

By doing this we became aware of the fact that because Bassline is an Up and coming genre, not many people familiarise with it, however, there is a minority known as ‘individuals’ who are strong fans of the genre.

We used various forms of technology throughout this project, we used both hardware and software, the software we used was Final Cut Express – in which we made the product, It allowed us to edit, cut, paste and add effects to the video, I also used Photoshop, on which I created the ancillary tasks, and used the internet for research and planning, the Hardware used was a stills Camera to take different photos e.g. location shots, prop shots and a Video camera to shoot the video and also a Mac to use the software to create the final product.
Below are the ancillary tasks.

Using final cut was effective as it was simple and we achieved the best results, it was simple to operate, yet temperamental at times. Providing all the times it crashed and wouldn’t work, the software was effective and not too time consuming, i found Final cut a lot more efficient than imovie. The effects were better and it was easier to operate., and made the products look less amateur. in comparison to iMovie i used last year it was alot more easier and the results were spectacular, the finish was proffessional and whilst editing, all figures were accurate.

Technology highly influenced the planning and construction of ‘Get Millie Get mad’, the internet helped with the research, on which we were able to look at and evaluate similar product which gave us an insight as to what is expected from Bassline videos. Al the research enabled our video to be of a high standard and more focused in terms of the target audience.

We attracted the audience by keeping the performers and the target audience of a similar age range, this was effective as the viewer was able to relate to the protagonist or performer.
In relation to AIDA(S), we attracted the customer in many ways, firstly through simple aspects like, location and narrative, however, the attention was also gained through media language, the way in which the product was constructed attracted the audience, firstly, there was many transitions used which were effective.
We raised the consumers interest through performance and location, also the transitions and editing contributed to the interest of the product.
As commented upon by the target audience our product was able to convince them that the product would satisfy their needs, the use of the upbeat energetic track enables them to have fun and enjoy themselves.
The majority of the audience we showed the video to, we not familiar with the Bassline genre so the consumer would consider the genre thoroughly before purchasing.

Audience and Technology.
We addressed the audience through the use of media language, ‘Get Millie Get Mad’ starts off outside in the snow, this is an unconventional location for a Bassline video, alongside this we combined a conventional element, that of a close up of the performer, this was effective as it is catchy and draws the attention of the viewer, this in regards to Halls reception theory offers the audience a chance to interpret the text as they wish so, thus making it an open text. Another element that attracted the audience is the dancing, we used a main dancer in the video, and some additional dancers, to which people would be able to relate to, linking this to The Users and Gratifications Theory, which suggests audiences who are able to relate to a product, will support it and develop a personal relationship, it highlights that ‘If you are not a fan of a certain media product you may find yourself an outsider of the dominant social communication’, we proved this wrong as many people we showed the product to said that the genre was not their type yet the product w as appealing to them, ‘Get Millie Get Mad’ made all its audience interact with the music video.
We were creative with our shots, yet lacked some close ups and extreme close ups, we had a variety of shots such as high shots, low shots, long shots, canted and panning and many more but we enhanced these shots by cutting shots, reducing length and duration, increasing length and duration, reversing shots and many more. The use of the fast cuts and quick change of shots kept the audience drawn into the product and made it appeal to a wide audience. I also believe it offered viewers ‘diversion’, it offered them a form of release or escape from everyday life, as commented by the audience it ‘made them laugh’, this is effective as it would lead to multiple viewing had it been a real music video.
We used filters which added further interest, such as video viewfinder effects and also by desaturating the clips at points this drew the audience in as it was not conventional of the genre and looked effective how the shots and effects changed. We framed the video, by using the first shot as the last shot but instead reversing it, this looked extremely effective and worked very well with the entire video.

Audience Feedback
We received very good feedback from the target audience, they were thoroughly impressed and 'Get Millie Get Mad' received a very positive reaction, 54% said the product appealed to them, yet the remaining 46% said they enjoyed the video yet the music was not of their type. On a scale of 1-10, the product was rated between 6-8, and 100% said it has traditional conventions of a traditional Bassline video, 100% also said, the editing and the beat of the music did flow, and for its authenticity, it was rated between 6-8, 100% said there was colour consistency within all product and a recurrent theme was evident throughout and also that the product was reflective of the Bassline genre.
Everyone decoded the correct ideologies encoded into the text, those of having fun and enjoying life, the video was also commented on as light hearted, compared to other Bassline videos, this was deliberate as we intended on breaking the traditional conventions so we created a light hearted, upbeat, energetic video.
The only flaw in 'Get Millie Get Mad' or the only thing said to be improved was the variety of shots, in comparison to traditional Bassline videos, 'Get Millie Get Mad' could have incorporated a better variety of shots, we did intend on creating a variety, but due to limitations and certain circumstances, we could not, however, I have learnt that, in order to create a better video, we need to be more organised and shoot many different shots at different locations and combine the most successful ones, this would create an interesting and constantly flowing video.
In reflection to the feedback we received the only aspects of the video that could be improved are the lip synching and a variety of shots could be added.

Use of Creative Technologies
Using a Mac wasn’t a challenge for me as I work with them on a daily basis, however, using Final cut at first was not easy, we used media technologies in many ways, we used Stills cameras, Camcorders, computers, computers played a major role firstly in the research, we used the internet to do the majority of research, we researched many sites to gain knowledge as to what the Bassline genre consist, we then documented all the research onto blogger, this was useful as the research was available, when and as we needed it, we used the internet to find out about the target audience and what is expected of the genre as well as the typical conventions, we looked at other videos and tracks to gain inspiration and the advantages the internet are that its quick and efficient and accessible anywhere at anytime, also we gain all the knowledge on all aspects we desire to, the only disadvantages of the internet are that it can be slow or not work at all, also the information, had it been accessed in the wrong place, could be unreliable.
For the construction we used a stills camera and a camcorder, once we had the footage we uploaded it onto Final cut express, the software we used to construct the product, here we did the editing aspect of the project. It was easy to use and effective but would play up at times resulting in us redoing tasks.
To create an interesting product we added a variety of transitions and effects, transitions being, shot-reverse-shot, , reducing length and duration, increasing length and duration, viewfinder transition, desaturation, the effects we used were the glow, fade, wipe out, we also captured footage as a still and used stills as shots to add creativity. The editing was fairly easy and was done on a timeline which at times was time consuming and at times would distort all the footage, resulting in us starting again, as the majority of editing was done by me, my skills and knowledge of Final cut have improved and I am very confident and my skills have enhanced.

We also used Photoshop for the construction of the ancillary tasks, upon finishing the video I had an idea as to what I wanted the album cover and magazine advert to look like , we decided the colour scheme and layout, I created the background using many effects on Photoshop, the original image was found on http://i.ehow.com/images/GlobalPhoto/Articles/4590863/TallBuildings2-main_Full.jpg  I then applied many effects to it and used it as a background, the effects I applied are hard light, over lay, exclusion and a few others. I used this background as the bass of all the products to show a theme and colour consistency. After this I added images of the artist and text and added effects to these so they blend in and it all blends in as one product and not different products merged into one. To the background i added brushes which also look effective.
We kept the same text throughout, this was a deliberate choice, the font we used was Blackoak Std, we chose this as it is a strong font, with sharp edges, it is also very rounded which adds quirkiness to the font, reflecting energy and enthusiasm. The colours we used for the texts are purple, white and blue, this was also a deliberate choice as purple connotes energy, yet mystery, two elements very traditional, within the Bassline genre hence the colour purple, blue and white as they stand out on the background. I backed the text with a yellow box, this added depth and made the two clashing colours look effective together, the yellow is very bright and playful, reflective of the genre which is targeted at fun loving people, also we used pictures of the artist and used the over lay effect to blend them in. Our ancillary tasks, in regards to the colours and fonts, were commented on as ‘very consistent’, the results we achieved on Photoshop were outstanding and very pleasing. Also as the designing and the majority of the construction of the ancillary tasks was done by me, my skills on Photoshop have further enhanced and because I already know how to operate Photoshop, the results were of a high standard.

We used the Video Camera and Stills Camera for character shots and location shots, they were reliable and appropriate for everyday use, they were easy to handle, the majority of filming was done by Ghulam however, it also enhanced my skills of using the camcorder, as I am already skilled with Digital Cameras, SLR’s and stills cameras.
Get Millie Get Mad our audio track used was originally created by an artist named K-Dot which was copyright free and which then Ruky remixed to make our track.
In terms of Planning we used Blogger, from the research gathered we planned our products using filming schedules and storyboards.
I created my evaluation on PowerPoint, so I had to use slideshare to post it onto blogger.com
All the technologies enabled us to see the hard work that goes into making a music video, the research the construction and planning that goes in to making it. It made us realize that technology does not always go according to plan and has limitations yet it also made me realise that it does play a major part in the process of a music video and make a video look effective and of a high standard and good quality.

Conclusion.
To conclude, I believe I made a major contribution to the research and planning part of this project, which is evident on the blog, however, I could have improved the blog further, by doing more analysis of real media products. I could have also contributed to shooting more and filmed more, which would have enhanced the branding as there would have been more constructive shots.
I feel as though I have worked hard in this project, and to the best of my ability. I believe there were communication problems at times, but eventually, when we got on with it, we managed to create work of a high standard.
I also feel I could have had improved the products further, if we as a group, were more organised, as we took far too long shooting our footage, but over all our product was of a good standard.

Evaluation - Ghulam Arif

Introduction

My project is a music promotion product consisting of one main task (music video) and two ancillary tasks (magazine advert and album cover). I worked along two other media students to produce this brief and my particular contributions were:-

>Research and planning which is evident in the blog

>Initial ideas for the main task

>Filming the shots (camera man)

>Some editing and work on the ancillary tasks

Target Audience

The target audience for the products is primarily teenagers and bassline lovers. According to Young and Rubicon's cross cultural consumer characteristics ‘Get Millie Get Mad’ belongs to the ‘individuals’ these are people who respond to advertising and marketing that emphasises quirkiness and individualism, these people don’t come under any specific category because they don’t want to fit in any box.

Question 1: Genre

Graeme Burton (2000) made a model describing key elements

The circle of pleasure and profit maintains the conventions and meanings of the genre.

REINFORCEMENT OF MEANINGS

1. PRODUCT, CODES AND CONVENTIONS

2. AUDIENCE, PLEASURE

3. PROFIT

4. PRODUCER, COMMERCIAL SUCCESS, REPETITION IN PRODUCTION

This flowchart makes it clear that there is indeed a tight relationship between the media industries that manufacture genre products and the audience.

First Bassline Music Video

Typical conventions of a performer and dancers (ravers)

Link between dance and bassline music

Conventions of dance and bassline are the same, bassline being a sub genre of dance and having its idea of proving a point (social realism)

Conventions of Dance and Bassline

Other videos and artists that inspired the group to make a bassline video were

Ø Ayla Part 2- http://www.youtube.com/v/VU9HjiyKnZw&color1=0xb1b1b1

Ø Dj Tiesto

Genre Conventions

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The conventions of my music video followed the typical conventions of a bassline video. However a flaw was that instead of a club we used a studio to shoot our dancer and because of weather conditions we missed a few scenes where our main shooting would have been but had to make do with the studio.

From the video questionnaires out of 12 people from our target audience if the products were reflective of the genre of bassline and there was a 100% vote for yes which supports the content of the products.
 

Question 2: Branding and Brand Image

Branding And Brand Image

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Question 3: Audience

Target Audience

The target audience is youth and young people that want to go out late at night and party and rave. It is more designed towards college students around the ages of 16-18 which is displayed in our feedback. This is a good target audience as it is a large consumer of music in the modern day. They usually spread the word of music using technology and social networking sites and producers are keen to use them to buy their products. Also their socio economic as shown in the results is good enough and also with disposable income at this age will prove to be a big sell for the producers of this type of music along with other music.

Audience Feedback

We used video questionnaires of individuals that fit into our target audience and the full evidence is displayed on blogger.

Through our questionnaires we figured that because bassline is an up-and-coming genre, not many people familiarise with it, however there is a minority within the audience who are strong fans of the genre.

We also used a class video questionnaire sample of 12 students where we got our results from and the video is available on the blog and also YouTube, http://www.youtube.com/watch?v=xVV61e1MMWM&feature=player_embedded

These are the results that were found,

What technologies have you used and why you think this is an effective way to do this?

Ancillary tasks- Photoshop and InDesign

Main task - video camera and final cut express

Planning and research - blogger and YouTube, internet

It was effective to use the latest technology to get the realistic look of our products so our target audience would like this and help promote our video.

In the actual video we used transitions and different effects for the dancing e.g. reverse shots to make it have that ‘wow’ factor so the video was hyped up and really put a smile to the consumers face. We used lots of different camera angle shots, high, low, medium and had a fallback of using less extreme close ups and the lack of more different locations in the video. However due to heavy snow fall and time constraints we had to make do with what we had at the time (studio). The ideas was to promote fun and youth so the people used in the video were of a similar age and were all cheerful and smiling so it was the best possible way to attract our audience and put them in the shoes of the performers.

Looking at the feedback it was a positive reaction from the audience as they found it authentic and it appealed to more than half of them and the overall rating of it was between 6-8 out of a possible 10. 100% agreed with the colour consistency and the editing matching the beat of the music so that was a plus even though we had difficulty lip syncing due to software problems.

If I was to repeat it again taking into consideration the points made in the feedback I would use more scenes of different locations and definitely more shots (extreme close ups).

Use of creative technologies

Use Of Creative Technologies

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Conclusion

Conclusion

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