Research and Planning: Synaesthesia

This is the song I will be using for my music video. I can visualize the type of video that I would like to produce for it which would be a glamorous, mainstream video. It would possibly be set at a party or bar and have shots of girls getting ready to go out. It will also have elements of quirkiness to the video as the song is unusual. I have taken inspiration from the TV drama Skins and also from the magazine Vogue.

Audience Profile

Demographic

My audience will be hedonistic mainstreams and a-c on the Jicnar scale. On appearance, they will seem to be following the crowd, but with a closer look will be shown to be intelligent and quirky. They will enjoy

socialising and partying with style. A typical Saturday night would involve getting ready with friends and dressing up, going to clubs or a party and getting very drunk and dancing a lot!

They love going to big cities such as Bristol or London where the night life is exciting, cultural and youthful. They enjoy relaxing with family and friends on holidays, preffering to go abroad to hot coun

tries. They try and keep fit by eating healthily, going on runs and attending dance classes. Whilst running they like to listen to R&B or Hip-hop to get them motivated, for example Kayne West.

Although they will be glamorous and enjoy mainstream music, they will also have a quirky side to them and have a vintage take on clothes and make up. They will usually shop in places such as River Island, H&M and Urban Outfitters but may also get clothes from charity shops or vintage shops to create a 'unique' image. They love make up and always look immaculately dressed.

My audience would be interested in relationships but would always choose having a good time with their friends over a relationship.

They will enjoy different types of music, usually mainstream but sometimes indie and older music. They especially enjoy music that they can dance to, but also enjoy soulful music which has not been over-produced. They dislike heavy metal but do enjoy some older rock groups such as Nirvana. They enjoy fashion and are subscribed to magazines such as Vogue where they admire the glamorous models and are always the first to sport a new trend.

My audience will attend festivals such as The Big Chill and for a few days, but would much prefer to be in a glamorous dress rather than wellies and covered in mud.

They regularly buy music, usually by downloading from Itunes, although they do own many CD's and also enjoy listening to older music on Vinyl. They really enjoy watching new music videos on Youtube and searching for new acts on

MySpace. They enjoy listening to feel-good music such as Beyonce whilst getting ready for a night out.

Media 2.0

List ways in which audiences are both producers and consumers of content...

There are various ways in which audiences are both producers and consumers of content. Sites such as Youtube allow audiences to produce and distribute their home made videos online, allowing people to watch them and comment on them. They can also watch other peoples videos. This also applies to sites such as MySpace where bands can upload their music and listen to other peoples as well.

How might the design for your promotional package for an album release respond to this shift from media 1.0 to media 2.0?

The shift from media 1.0 to media 2.0 allows the task of creating our promotional package a lot easier. Sites such as social networking sites like Facebook or Twitter allow us to ask our target audience about our promotional package, what they dislike and what they like about it. This also makes our task easier as people with the same task will be on social networking sites and therefore we can discuss various ideas.

Audience Theories 1

Define Effects Theory: The Effects Theory states that media violence will instantly cause the audience to become more violent. This is sometimes referred to as the hypodermic needle theory because psychologists that believe in feel that violence will be 'injected' into society.

What effects do you want to have on your audience?

We want them to think that the video is artistic and well thought out, but not to have any effect on their behaviour.

What might go wrong to stop you achieving this?

If we are not well organized with our video and do not plan each shot carefully.

Define the Cultural Theories approach.

The approach tries to understand the intended effects of media texts, but also sees audiences as active, they have their own viewpoints of the media texts. The three viewpoints and audience can have are:

Preferred (or dominant) reading - the audience recognise the values being offered by the text and accepts them as natural and correct.

Negotiated reading - the audience recognise the values in the text as legitimate and accept them in general, but adapt their reading of the text to fit in with their experiences and interest.

Oppositional reading - the audience understands the values in the text, but disagrees with them and rejects them.

Preferred - " This video is really cool and artistic, it is just a bit of fun and doesn't mean to offend. "
Negotiated - "This video is really cool but it is slightly disrespectful of religion and is possibly too sexual for a young audience."
Oppositional - "This video is far too sexual for a young audience and makes a mockery of religion."

Audience: Music effects and theory

Effects of rap

What kind of questions are they interested in?

Whether music such as rap or heavy metal effects the behaviour. They feel that rap and heavy metal lyrics are aggressive and could therefore cause violence, teenage stereotypes or a rise in teenage suicide.

What are the key concerns that have been raised about the effects of Rap music?

That rap could create the mentality it is trying to portray in its listeners, for example gangsta rap portrays it's artists as aggressive gangster's which teenagers and other audience member could try and imitate. Genre's such as thug rap have a negative portrayal of African-American culture, often bending towards negative stereotypes. This is similar for negative stereotypes of women, often portraying them as sexual objects.

What does the author of this site consider more problematic than the music?

She argues that rap is not the concern and targets a parade in which more than 50 women were assaulted, arguing that there are bigger worries than the connotations of rap music.

Research and planning: Mood board

This mood board explains the style I would like to do my video in. I would like my video to be mainstream, but also slightly quirky and glamorous. I would like it to take on the style of the Skins advert, with glamorous shots of dancing and teenagers having a good time.

Research and planning: Inspiration

For inspiration for my music video, I looked at various photographs of people I know, photos from magazines and on the internet. I would like to create a mainstream video which also has a hint of quirky fun about it.

For my video, I have been inspired to do a scene from a party by various clips from films and TV shows as followed:

I love the fast paced editing and the shots of people doing crazy things. I like the dark lighting and the music is upbeat and catchy, which is what I would like to make my video like. I especially like the crowd shots of people jumping in slow motion. I would like to re-create a similar style for my music video. Also, I like the fact that despite the video is supposed to seem messy, there is still an element of glamour involved with the video. There is also a carefree attitude in the video and I like the way that the actors are shown to be great friends through them all having fun together.




I like the style of this video, the fast beats of the music contrasting with the slow motion editing create an interesting style. I would like some elements of my video to be like this. I especially like the costume and make up of the characters which adds to the wild, kooky element of the advert.