Target audience

I created a poster to show different aspects of which my target audience would be interested in. firstly, I did a heading of Music, for this I created a sub-heading of Other Music They'll Like. These bands were: LadyHawke; P J Harvey; Paramore; Florence and The Machine and Biffy Clyro. LadyHawke, P J Harvey, Paramore and Florence and The Machine are all examples of other bands of the same genre (Indie/Rock) and have lead female singers (like Auction For The Promise Club). I have also put Biffy Clyro, as it is of the same genre and I feel that my target audience will also enjoy their music.

Also under the heading of music, I created a sub-heading for Festivals They Will Like. For this I said: Lattitude, because they have Indie/Rock bands and this year Florence and The Machine (Auction For The Promise Club's biggest inspiration) headlined. I then said V Festival, as their line up consisted of a wide range of artists such as: The Courteeners, Stereophonics and Kings Of Leon. I feel that my target audience are open to a variety of music and would therefore enjoy it. Within V Festival I feel that my target audience would particularly enjoy the 4Music and Unsigned tent, as these tents provide new and exciting upcoming bands and 4Music tent will have a variety things suitable for Indie/Rock fans. Lastly I stated Reading festival, I did this as the festival involves many Rock and Indie bands that would appeal to my target audience, for example at Reading this year bands such as, performed.

My next sub-heading was Radio Stations. Under this sub-heading I put two radio stations, they were: Radio One and NME. I feel that my target audience will like these radio stations especially as they play music of the same genre. Radio One show a lot of new artists too and this will interest my target audience. Music is very important to my target audience, so much so that it's not just an interest, it's a passion.

My second heading is Lifestyle and my first sub-heading coming off of this was clothing and jewellery. For this sub-heading I stated: converse, denim jacket, band T Shirts (to show their commitment and passion for their favourite band), dyed hair, skinny jeans, pumps, checked shirts, headbands, piercings, backcombed hair and military boots. All of these

My next sub-heading was shopping. I listed 5 different places that my target audience would shop for their clothes, they were: H&M, vintage shops, Topshop, Primark and River Island. My target audience feel it's very important to wear the right clothing, however they do not wish to spend much money on clothing and therefore shop in high street shops. They don't care about designer or expensive clothing.

 My last sub-heading was values and food. My target audience aren't religious. They're not affected by ethical issues, they still shop in Primark, knowing that people are slaving for hours making the clothes and are paid very little for it. They enjoy eating/drinking in places such as: Starbucks, Pret a Mange and Pizza Express. These are all fairly cheap places to eat/drink and cost is important to my target audience. Coffee shops are most popular, as they offer a place to meet up with friends and socialise (which is very important to them).

My third heading was Media, in this i outlined what media aspects are important to my target audience and interest them. I, firstly, sub-headed films. For this I put a variety of films, as I feel that they're do not have a specific genre of film, they enjoy a variety. The films consisted of: Superbad, The Hangover, Scary Movie, Scream, The Notebook, Dirty Dancing and This Is England.

For the sub-heading TV Programmes I put: The Inbetweeners, Shameless, Skins, Hollyoaks, Freshly Squeezed, X Factor, Eastenders (and other general soaps) and music channels such as, NME, MTV and 4Music. I have put a variety on here, as I did with films, because my target audience enjoy different programmes. I think the most popular TV Programme would be Skins, this is because it is a programme about teenagers (which my target audience are part of) and they all have an Indie sense in fashion. My audience can relate well to this and therefore enjoy watching it. However, they do also enjoy comedy programmes such as the Inbetweeners, mainly for the entertainment factor.

My third sub-heading was Magazines, for this I created two separate sections: Definitely would read and Definitely wouldn't read. For Definitely would read I put: NME, Q, Vogue, Look and Elle. NME and Q are important for the music aspect and it helps my target audience to keep up with the latest bands and learn more about them. However, fashion is still extremely important to them and I therefore put the fashion magazines: Vogue, Elle and Look. For Definitely wouldn't read I put: OK, Closer and New. My reasoning for putting these was because they're 'gossip' magazines and tend to be full of stories about celebrities such as: Katie Price and Kerry Katona. I feel that my audience are not interested in gossip stories and are definitely not interested in the celebs that are written about in these magazines.

The last heading was Media Tech, for this I said: Use of Ipods (heavy usage), Itunes (heavy usage), Myspace, Facebook and Online Blogs, such as Tumblr (heavy usage). My target audience are very expressive and therefore use online blogs often to express their emotions through the Internet and interact with others through social networks such as Facebook. They use Myspace to search unsigned artists and communicate with people. Lastly, they use Itunes and Ipod to listen to music and download it.

My 4th and final heading was Aspirations, my first sub-heading coming off of this was Idols/Heroes. For this I put old Indie/Rock bands such as: Joy Division; The Beatles; Rolling Stones; Guns 'n' Roses; Johnny Cash; Led Zeplin and David Bowie. My audience are very interested in old and extremely successfully Indie/Rock bands and in a lot of ways are an idol for them and the artists they're interested in.

For my second sub-heading I stated 3 different models that my audience would aspire to, they were: Alexa Chung, Daisy Lowe and Kate Moss. All 3 of these models have an Indie fashion sense and Alexa Chung is engaged to the lead singer of a very established and successful Indie band (Alex Turner from the Arctic Monkeys).

Their ambitions in life would be to travel the world and experience as much as possible in life. They're adventurous and ambitious and would therefore also aspire to go to university.

Find Your Tribe Essay

Find Your Tribe implies that we are all fragmented into specific tribse and an individuals identity is constantly shifting and being shaped around this tribe. Youths use a Pick 'n' Mix method, they pick certain apsects of different tribes to create their own identity. It suggests that technology is changing the way that youths interact and shape their own identity, for example it says in the essay of What's Changing For Young People: 'technological advantages mean that people are more connected than ever before.' It then goes on to say: 'Mobile technology and the internet has meant that teenagers in 2010 have an online social life that needs maintaining.' This suggests that the internet has become youth's identity, for example many youth's use social networks such as, Facebook and online blogs such as, Tumblr, to express their identity. They do this through photo's, status' and blog entries. Online blogs give people the freedom to say what they like and to communicate with others through the internet. Although these technological advances are hugely beneficial to youth's, it does build up 'misconceptions and generalisations' (as stated in the essay) and creates a negative identity that spreads ignorance through older generations.

In the other essay on How Youth Culture In Britain Has Changed, it states that boys and girls, in the past, would dress the same and dance the same, this contrasts with youth's society today, as they now want to be unique and individual and create this by dressing differently to others. This essay also mentions how technological advantages hvae helped youths access information that helps them to shape their own identity: 'anyone with a broadband connection can access information that would previously have taken a lifetime to discover .'

Michel Mattesoli believed that the time of individualism has demolished and that people no longer follow themselves, but instead they follow popular trends of others surrounding them. These trends could demolish or change over time and he describes these as lifestyle cultures. His theory of nomadism is closely linked with his theory of modern tribes and how they're not permanent groups. He believes that lifestyle cultures are forever increasing and this proliferation of lifestyle cultures is becoming more and more rapid. The Pick 'n' Mix idea is relevant here, as Michel suggests that people follow popular trends now and therefore pick their favorouite aspects of different popular trends and use these to create an identity.

Michel's concept of identity differs hugely from the modernist concept of identity, as today it's believed that we don't follow trends, we all wish to be our own individual and different to everyone else and although we use the Pick 'n' Mix method to choose certain aspects of different tribes to create our own identity, we still make it unique and our own.

Location Shots

 This is a shot of the front door that I will be arriving home through. There will be a shot of Fraser sitting on a chair facing this door to suggest he's waiting for me to arrive home, holding his fist to show his anger and to help the audience understand why I'm so worried about arriving home.

 

 This gate could be used within our video to represent that I feel as though I am trapped. The bars on the gate could signify that I live in a prison.

This is the house we will be shooting at. The red sports car parked in the drive is the car we will be using for the shot of me arriving home.

 The church could be used within our video, as it would give it a spooky edge. The church would also contradict the fact that there's domestic violence, the church would represent morals and our video would show that all religious morals are being broken.

Analysis of live video- Time Is Running Out

I am unable to upload the video of it on here, as there's no embed code.

Muse are a Rock band, this is clear to the audience in the video by the way they're dressed and of course by the style of the song.

In this video the band are all wearing black and dark lighting is used. The colour red is used also, which connotes danger. The red and black theme is quite glamorous, yet colours that fit in well with the genre. The red also gives off a sense of urgency, which fits in with the lyrics 'Our time is running out' suggesting that their is urgency and they're under pressure.

The opening mise-en-scene to this video is a high-angle shot of a table with people surrounding it. The table is where Muse perform their song. This connotes that Muse are superior. The table is surrounded by men and women in uniforms of high authority, the fact that Muse perform on the table suggests that they're higher authority of all these people. This is also shown through levels visually (Muse are up on the table looking down at everyone else).
This indicates to the audience that Muse are successful and powerful.



The camera circles Muse, this shows that the audience are surrounding them. There are over-the-shoulder shots used as well, this shows that the audience have an insight into the video.

The people surrounding Muse appear to be under muses control such as marching around them and the last mise-en-scene is of the table they were on, but there is no one around it this time and paper has been thrown everywhere. This signifies the chaos they have caused (showing the power they're capable of) and suggests that Muse have somehow made all the people vanish. This is another indicator that Muse are powerful and superior.



A lot of close-up shots are used of the lead singer and guitarist, this makes the audience feel involved and emphasises the emotion of the song.





The audience are represented by the camera in this video. For example when the camera pans round Muse, this suggests the audience are surrounding them. There are a lot of close-up shots used in this video, this makes the audience feel like part of the video, it also helps them to focus on the emotion of the song.

This video appeals to it's audience, because it is part of the Rock genre. The video is very dark and this appeals to the Rock audience, as they like dark and dull colours. The darkness of the video also glamourises it, making it more appealing.

Analysis of conceptual video- Love The Way You Lie

The genre of this music video is Hip Hop. The video opens with a close-up shot of Rihanna singing 'Just gonna stand there and watch me burn.' In the background is a fire, which links in with the lyrics and makes Rihanna look as if she's burning. The Rule OF Thirds is used in this shot. Rihanna is taking up 2 thirds of the shot, which signifies her significance.

The lyrics link in to the visuals of the video throughout. Another example is when Eminem sings 'I feel so ashamed, I snap' the female in the video aggressively turns round and hits her partner.

There's a mise-en-scene of the male and female kissing against the wall after their domestic. Their head meet together and it creates a heart shape, with the sun shining through. The heart connotes love and passion for one another which is juxtaposed to the bright and burning sun, which symbolises. The fire connotes danger and no escape, which fits in well with the domestic violence. This mise-en-scene sums up their relationship, it's up and down- one minute they're fighting aggressively and the next they're passionately kissing.



The lighting used for the domestic violence aspect of the video is very dull and dark. This connotes how they're feeling and that they're living in a miserable environment.



This mise-en-scene contrasts with the bright lighting that's used on the shots of Eminem.

Eminem is represented as superior in this video. A mise-en-scene that demonstrates this is a high-angle shot of when he's stood in a field. The high angle suggests he is powerful and superior. Another way in which this is indicated is by the lyrics such as 'I'm superman'. This gives an overall positive impression of Eminem to the audience and makes them feel he's powerful and successful.



Rihanna is dressed in a promiscuous way, with a low cut top on. She is wearing red lipstick, has long red nails and is wearing striking eye make-up, this all creates a femme fatale image for her.



The camera pans round Eminem, suggesting that the audience are surrounding him and following each move. There are a lot of over-the-shoulder shots used which also shows that the audience are part of each scene.

The room in which the domestic violent action takes place is very cluttered, this represents the chaos of the relationship this woman is in. We notice the clutter in these scenes because of the key light coming through the curtains. This clutter also echoes and enhances the image of flame.

Lyrics (and how they will link to the video)

China fills this car - We will use this lyric and link it to a visual as the opening of our video. The female (played by myself) will be driving a car and a mid profile shot will be used.
In between the seat there's a wall that's building up
And when the light hit's just right
I can see you through the plates and cups - There will then be a shot of Fraser (playing the role of the females violent partner) sat watching the door, holding his fist to suggest that he's waiting furiously for his girlfriend to arrive home. This will also help the audience to feel the fear the female is experiencing as she drives home, knowing their will be yet another violent explosion from her boyfriend when she returns.

The wind shakes you awake - A close-up shot of the female opening the door handle to her home. Her hand shaking with terror.
pulls at my hair through the cracks in these plates
and with all this extra weight - a close-up shot of the female will be used to emphasise the stress and pressure she's under each day (a weight on her shoulders) knowing she's returning to an unhappy and violent enviroment with no escape.it's not easy going up

Take me down under china - At this point the music reaches a build up, at which point the female will close the door and her boyfriend will violently pin her up against the door.
Take me down under china - There will be a mid shot of the female will fall down to the floor pulling her hair, which links to the lyrics as she wants to be taken down, or taken away from this place.
I'm losing view - A close-up shot of the female closing her eyes, at which point she falls into her fantasy land.
And I’m losing you - A close-up shot of the female waking up in a forest, it changes from Black and White to colour to indicate she's know in her fantasy land no longer in reality.
Takes me down
It takes me down

Aiming for collision
Now we can't see ahead
Tied down under china
It's keeping me awake
Aiming for the last exit
before we lose the brakes
Tied down under china
It's keeping me awake

China fills this car - Goes back to her reality in Black and White.
In between these seats there's a wall that's building up
and with all this extra weight
should we get out before it's too late

Take me down under china
Take me down under china
I'm losing view
And I’m losing you
Takes me down
It takes me down

Aiming for collision
Now we can't see ahead
Tied down under china
It's keeping me awake
Aiming for the last exit
before we lose the brakes
Tied down under china
It's keeping me awake

These bones will brake, bones will brake, bones will brake under weight
These bones will brake, bones will brake, bones will brake under weight

Aiming for collision
Now we can't see ahead
Tied down under china
It's keeping me awake
Aiming for the last exit
before we lose the brakes
Tied down under china
It's keeping me awake.- Finish with a close- up shot of the female crying and miming the lyrics. The close-up will connote her pain.

Treatment

The concept of our music video is domestic violence and the world of escape. We intend to entice excite the audience with a thrilling and magical video. We intend to excite the audience with a fantastic video with a darkened twist.

The female in our video will be involved with a violent man and to present this she goes to her ‘fantasy land’ to escape the reality of the violence she’s involved with. We have got inspiration from Eminem and Rihanna’s new video ‘Love The Way You Lie’, which is about domestic violence. However, we do not plan to glamourise domestic violence, which in my opinion Rihanna and Eminem have done with their video, instead we intend to raise awareness. We are planning to have the fantasy aspect of our video in colour and the domestic violence aspect in black and white, they will juxtapose each other and will emphasise the pain of the female character and how desperate she is to escape from her real world. The contrast in colours will make it easy for the audience to establish the different aspects. The black and white will connote remorse and sadness, juxtaposing the sense of fantasy and happiness in the colour parts of the video. The fantasy aspect of the video will have an ‘Alice In Wonderland’ theme, something which is far beyond reality.

The male will be represented as a typical young male (aged about 19). We feel that by using a realistic male character (not the stereo-typical ‘woman beater’) it will add realism to the video.

The locations we propose to use thinking of using are: a forest, for the ‘fantasy land’; a car as part of the ‘fantasy land’, we’re also using this because it fits in with the lyrics of the song; a bedroom, which will be used for the domestic violence aspect of the video. We intend on using a variety of camera shots. We want to use a panning shot for the ‘fantasy land’ when the girl is in the forest. The panning shot will connote freedom and her jumbled emotions. We plan on using a lot of close-up shots to capture the emotion of each scene. Lastly, for all the shots of the girl driving the car we’re going to use side shots of her face.

Our target audience will be 16-30 year olds. We feel that this is an appropriate age group, as people below the age of 16 may not understand domestic violence or may be offended by it. The videos that have influence our music video are watched by a similar age range: Beyonce and Florence and The Machine. The ‘Alice in Wonderland’ theme will fit in well with this age range, because teenagers will have the immaturity to believe the fantasy and be enticed by it. At the same time, the older audience members will aspire to live in such a fantasy world and will enjoy being able to escape from their own world by watching this video.

We intend to have a shot of the female character of our music video laying on a long table, similar to the one used in Florence and The Machine- Dog Days. This will be used for our fantasy part of our video.

Beyonce Deja vu- inspiration for music video

Beyonce's video to Deja vu has inspired Libby and myself. We like the idea of shots of a woman in a forest in a floaty dress similar to Beyonce's in this video. We like the bright colours and summer feel to the video.

Auction For The Promise Club- Under China

This is the song Libby and myself are using for our music video.

Concept board, initial ideas for music video

Libby and myself have decided to use an unsigned band called Auction For The Promise Club for our music video. We will be using their song 'Under China'.

I used an A3 piece of paper to put together some ideas for our music video, this is my concept board. I printed off the lyrics to 'Under China' and annotated them with ideas of how we could link them to our video.
Auction For The Promise Club are an Indie band, I therefore put different aspects of Indie fashion on the concept board. I also included other bands of the same indie genre such as Artic Monkeys. These badns will have had an effect on Auction For The Promise Club.
Lastly, I added some inspirations for Auction For The Promise Club. Their main inspirations are Florence and The Machine and Ladyhawke. They both also have female lead vocalists and are of a similar genre.

Here is Ladyhawke's video to Paris Is Burning.



Concept board:


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