Week 8 Homework

Week 8 Homework part 1 and 2

- What are demographics?

A demographic is when objectives/characteristics are set for a certain type of target audience. Relating to our project will be the people who are willing to watch or listen to our music video. Some characteristics may include things like age, gender, ethnicity, etc.

- What are psychographics (quote/ reference 'Young and Rubican')

psychographic segmentation is where the market is separated into groups based on their social standing, lifestyle, class, and certain personality traits they may possess.

Young and Rubican:
The explorer: driven by the need for discovery and/or challenge
The aspirer: materialistic/care more about what other people think.
The succeeder: self-confident/strong goal orientation/organised
The reformer: values their own independent judgment/anti-materialistic
The mainstream: largest group/core need is security/live in a daily routine
The struggler: seek escape/lives for today few plans for tomorrow
The resigned: aim to survive/predominantly older people

- What are the TYPES of psychographic groupings?
social class
lifestyle
personality

- What is your initial indication of who your target audience may be based on demographic and psychographics?

Our initial target audience was the younger generation around the i-gen/gen-z age group. We felt that this would be the most appropriate demographic as they were the easiest to relate too and in this day in age music videos are most accessible to younger people as they are more in touch with modern-day technology compared to older audiences that don't know how to use such things as google or youtube which are quite common for streaming media or finding information.

In the 21st century, more and more people are getting diagnosed with some type of depression, anxiety, or mental health problem. This can be a big thing for some, which is why the theme of our video was lament or sadness, the sense of longing and depression. We thought that this may be more relatable and catch the audience's attention more as they can relate to the situation they are watching making them more emotionally vulnerable to the meaning of the media.

what genre does your song belong to: Mid-tempo pop.

What conventions will you use/challenge: often pop type music videos contain a lot of colour and natural lighting, we have in a way adhered to these conventions as a lot of our scenes are filmed outside with the natural lighting, but instead of being happy and 'fun' colours, we have chosen mood lighting that represents sadness e.g. blue and purple-hued stage lighting as well as shots that have been filmed in the dark, portraying a depressed and eerie feel. 

Which record company will release your video: Sony music entertainment 

What representations are you going to include: In our music video we are using different representations to symbolise different stages in society. We have chosen a main female character, yes, because the main singer is a woman's voice, but also because society sees women as weak and more vulnerable, therefore showing more emotion, hence why we thought using a stereotypical Caucasian, the blonde female would fit the part. Our music video is based on the fact that she is sad and full of grief making it a perfect relationship between story and character. 

How will you represent your artist: We have brought in two main focus characters to get across the main point that they have been through heartache and sorrow. She is seen as a happy child carefree with a loving and maternal relationship with her mum but then loses not only that relationship but loses herself in the process.

What type of music video are you going to produce: We have done a narrative-based plot where it tells of a relationship between a young girl and her mum and how she grows and her mum passes away. 

What channels would your music video appear on: MTV music channel and our biggest streamer would be youtube since our target audience is a younger audience like the i-gen range their biggest streaming website would be youtube as it is now one of the tops used website. 

Music video questions:

- What do you think you worked well 

- What do you think could be improved

- Did you understand the main plot of the music video

- Is there anything you think shouldn't be in the music video 

Rough edit music video, Focus group

I tried to get a target audience of people who are of similar age as they are the type of people we want watching our music video. Almost every person I interviewed said that I should change the current soundtrack I have. This was because of technical difficulties, and Youtube wouldn't allow me to upload my rough edit because of the soundtrack I was using under the video, hence why the song that I have now is of lesser quality. I will definitely take in the idea of possibly putting in a slow-motion effect in one of the scenes to add more emphasis on the relationship between the mother and the daughter. 

No one mentioned anything that should be taken out which was a good sign, the only piece of constructive feedback I got was how Niav and Helena were confused about the ending where the car had turned of its lights, personally, I saw it as symbolism as the journey has now ended kind of thing but I think I might have to make it more clear or possibly replace it with something else if some of our target audience is finding it hard to follow. 

This was very helpful and allowed me to realise what other people of this age would like to see in a music video. I only asked four questions to keep it concise and to the point, as people at this age don't want to have long, in-detailed discussions, they would rather see it first hand and exercise brief statements almost as if saying bullet points, making it easier for me when editing my video as I can now go through and try to manipulate a few things in my final edit in order to try and cater for my wanted viewers.