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
- PRODUCT, CODES AND CONVENTIONS
- AUDIENCE, PLEASURE
- PROFIT
- 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
Conventions of Dance and Bassline
Other videos and artists that inspired the group to make a bassline video were
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
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
Conclusion
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