Initial Planning - Moodboard

 

Audience Research - Target Audience Breakdown

Target Audience Breakdown - "a primarily 16-25 year old middle market audience that likes to be entertained".  

Age:

For this brief, the final product will be targeted towards a group of 16-25 year olds, so a generally young market to cater towards. This demographic of people have been hugely influenced by the digital age, becoming largely dependant on social media platforms such as TikTok, YouTube and Instagram for sources of quick entertainment and information. Their knowledge of and proficiency with these platforms makes them digital natives. Due to this, I aim to include links to social media within my website including a working Instagram page to attract this age group. To ensure the final music video remains relevant to 16-25 year olds, I will only depict individuals within that age range, and include representations of how such individuals might choose to spend their summer nights. 

Class:

For this brief, the final product will be targeted towards a middle-market audience. This demographic would fall under the ABC1 group. This indicates a higher income level - which will guide my choices in terms of my website, as this group will have more disposable income to spend on merchandise items and tour tickets - so I will advertise these elements throughout my website. This also indicates a higher education level - influencing my choices of academic, pop-culture, and even socio-political references in my actual music video.        

Interests:

For this brief, the final product will be targeted towards a group that "likes to be entertained". From this, I can infer that it would be beneficial for maximum audience engagement to include two main visual elements of the video. A narrative plotline, to intrigue and connect the audience to the deeper messages of the song, not only entertaining them but providing them with characters and situations to relate to. I would also include the element of a band playing the song, the fast paced, high energy nature of the music with accompanying visuals would keep the audience's attention throughout the video. For this audience demographic I would also be keen to include many pop-culture references - as the "likes to be entertained" notion suggests cultural competency, and an interest in music and film. 

Industrial Context - brief history of MVs

 

Initial Planning - Ideas

 Initial Ideas:

I am drawn to Brief 4 - Rock Music Video. I am very secure in wanting to do this brief - this is because I dislike using photoshop and do not believe I could confidently edit together a full magazine spread - my skills in this area are shaky. I do, however, enjoy editing video and possess more skills in this area. I love rock music and narrative storytelling - so I think this brief is a good fit for me.

My initial idea is to use the song "I Bet You Look Good On The Dance Floor" by Arctic Monkeys - this would fit the brief as this band is considered alternative rock. For the music video - I would use lots of band and performance footage as I have secured my friend's band to appear in the video. The narrative would be basic and would follow two girls locking eyes across a dancefloor - causing one to lead the other in a playful chase across various settings - before finally dancing together. I aim to mainly utilise the Southend Seafront for this. I would try to match the aesthetics of the band Arctic Monkeys - and to represent young British nightlife. My friend makes jewellery - so for the brand merchandise portion I would feature her jewellery in the video and on the website - as a way to support small businesses. 

Past Work

 Past Creative Work

https://18-ikha.wixsite.com/my-site-5/features

• From this task I learnt how to successfully create a website - which is a very valuable skill moving forward for the NEA, as I will need to create a website for that.
• I also learnt basic video editing - another skill that will be very useful.
• I learnt that I need more photos than I think - I kept having to set up more photoshoots so that I had enough material.
• I am pleased with how it came out overall- but I would like to have spent more time on the video portion- and I think I could have benefitted from taking more photos.

• From this task I learnt basic photoshop skills - which could possibly benefit me in my NEA if I need to edit my photos, create interesting visuals etc. 
• However, I also learnt from this that I do not enjoy using Photoshop- and that I am not very proficient in it - which has helped in guiding my choices in terms of the NEA briefs.
• I'm not entirely pleased with this design as I think it's very basic and not executed very well - I should've taken more time studying actual Big Issue front covers to make my attempt more accurate.

https://southendhighschoolforgirls-my.sharepoint.com/:v:/g/personal/18-ikha_shsg_org/EXtNlpjdoWlLr2NPxgbt5WwB7Ae5-Hp7zPbxoqey8SVg1Q?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=8dErcD

• From this task, I learnt how to edit a basic, short music video - which meant learning skills such as syncing the audio with the visuals, matching the tempo, colour grading etc. This is very useful as I would like to do the music video brief for my NEA.
• I think this was executed well in terms of matching the audio to the visuals, however next time I would be more careful with colour grading as I definitely went overboard -  I would also learn how to use the opacity tool correctly.