Target Audience Questionaire

Please circle the relevant answer

Gender   Male     Female

Age         15 or younger     16-18     19-21     21-30     30+

How often do you listen to music per day
0Hours    1Hour    2Hours   3Hours   4Hours   Other_______

What Genres of music do you listen to (you may select more than one)
Indie   Rock    Pop   Dance   Electro   Punk    Trance    Classical     R&B

Do you regulary download/buy CDS
Yes    No

Do you watch music channels on a daily basis
Yes     No

Who is you're favourite artist and what do you like about them
________________________________________________________

Do you tend to find music video's more appealing when:
 The video matches the lyrics       or           The video is completely random



This is a completed questionaire

Sarah.

Top 20 Albulm Sales UK and Worldwide

Worldwide

Michael Jackson - Thriller
ACDC - Back in Black
Pink Floyd - The Dark Side of the Moon
Meat Loaf - Bat Out Of Hell
Eagles - The Greatest Hits
Backstreet Boys - Millenium
Bee Gees - Saturday Night Fever
Fleetwood Mac - Rumours
Shania Twain - Come On Over
Led Zeppelin - Led Zeppelin 4
Alanis Morissette - Jagged Little Pill
The Beatles - Sgt. Peppers Lonely Hearts Club Band
Celine Dion - Falling Into You
Elton John - Goodbye Yellow Brick Road
Mariah Carey - Music Box
Micheal Jackson - Dangerous
The Beatles - 1
Celine Dion - Lets Talk About Love
Bruce Sprinsteen - Born In The USA
Bee Gees - Spirits Having Flown

15 out of 20 of the artists with albulms in the top 20 worldwide sales have all been in the rock/pop genre of music. This is very important because the genre of music that we are going to create a music video from has progressed from the rock/pop genre.

UK (Top17)

Queen - Greatest Hits
The Beatles - Sgt. Peppers Lonely Hearts Club Band
ABBA - ABBA Gold Greatest Hits
Oasis - Whats The Story Morning Glory
Dire Straits - Brothers In Arms
Pink Floyd - The Drak Side Of The Moon
Michael Jackson - Thriller
Queen - Greatest Hits 2
Michael Jackson - Bad
Madonna - The Immaculate Collection
Simply Red - Stars
Shania Twain - Come On Over
Fleetwood Mac - Rumours
James Blunt - Back To Bedlam
The Verve - Urban Hymns
Dido - No Angel
Simon & Garfunkel - Bridge Over Troubled Water

Callan Wheatcroft

Branding - History

Artists have created their own brand image to be unique and stand out from the crowd. They offer the audience something particular even though they may play similar music to their competition. A brand image makes an audience loyal to it and create an image that people link to and draw the audience to them over and over again.

'The Rolling Stones' have created their own brand image successfully with this logo.

This logo has been with them since 1971s album 'Sticky Fingers' to today. This logo is widely recognised and offers them 7 out of the eight elements according to mudvalley.com

Brand Essence- new wave
Brand Slogan- a current slogan introduced in 2005 'Established in 1962'
Brand Personality- rebellious two fingers to society
Brand Values- the youth against repression
Brand Appearance- a mouth with a tongue poking out
Brand Heritage- the tradition of the 1960's 'Sex Drugs & Rock n Roll' lifestyle
Emotional Benefits-offers the audience a sense of youth toetherness that will fight against anything that stands in their way

Its is through this that the logos"Advertising is not merely about selling the produst; it is about selling a brand, a dream, a message" (Katherine Viner, commondreams.org)

The brand has been pushed and pushed at us through advertising it has fixed in our minds and we can no longer get rid of it, everytime the consumer sees an image remotley like that The Rolling Stones will always be at the back of their minds. The brand has a constant message and theme thrown at the audience for nearly 50 years therefore instilling it in the consumers minds over and over again.

Callan Wheatcroft

Institution

The independent record label that would be ideal to produce indie rock music video would be 'Glassnote Records'. Glassnote Records currently have contracts with many indie music bands such as 'Mumford and Sons', 'Two Door Cinema Club', 'The Temper Trap' and 'Kele'.

Although Glassnote records is based in the USA it would like to broaden its field and is definatly big enough to so do. The record label isnt a money making machine, churning out the same old music videos and isnt into the mainstream music, this record label is more likely to produce somehting that is a little bit more out there, indie rock, indie pop, daft punk ect.



Glassnote Records are known for taking a 'sink or swim' risk with artists that arn't mainstream. Bands like Mumford and Sons have swam whilst bands like 'I Hate Katie' (now formely known as 'Darling Theives') sank.

Therefore i feel a band like 'Jellys Last Jam' which is the band we are taking the song from would thrive under a record label like 'Glassnote Records'.

Callan Wheatcroft

Nick Lacey - Genre Theory- 'same but different'

Many music videos offer the audience something that is 'same but different' as it is a tried and tested method to maintain the mainstream audience. This works very well if the artists you wish to make a music video for is an already established well known artist, however it wouldn't work well if you was a new upcoming band. Many artists create something thats inventive and experimental and and now and again you get an artist that creates a music video just to shock and distgust people to get their name known.

Certain artists that follow Nick Lacey's theory of offering the audience something thats 'same but different'. Bands such as 'Fall Out Boy' do this very well. They have a lot of the video based on the performace of the band but also there is a storyline that runs throughout it with Pete Wentz (lead guitar) the main character. Pete is the main character (not the main singer) as he is the member that all the women like therefore appealing to the female fans. Such music videos that do this are 'Dance Dance' and 'Thanks for the Memories'. Another band that follows the conventions are 'Florence and the Machine'. Florence's video however unconventional they may seem, are all very similar to one another. The main focus is on Florence throughout her videos, she is always dressed in wierd and wonderfull clothes and it is either filmed in the countryside 'Dog Days' and 'Rabbit Heart' or completely in a studio on green screen 'You got the Love' and 'Kiss with a Fist'.

On the other hand there are artists that offer non of the above. An example of this is Progidy's 'Smack Your Bitch Up'. This music video has been used purely for the shock factor. The drug use and explicit sex was used to create controversy, the controversy would get the video banned and make it even more popular. The experimental use of POV cam and editing when the music kicks in, the the vision of the women is warped thus breaking the conventions of a music video. Another band that breaks the conventions of a music video is Bloc Party with 'Flux'. This video doesnt have any of the band in it and just shows monsters attacking a city, the monsters are clearly people dressed up in costume and wouldnt be that expensive to re-create. The only editing is laser beams and explosions on a minor scale and that wouldnt be that hard to acheive. The cinematography is very varied and there isnt that many close up shots to create an audience artist recognition.

Callan Wheatcroft

History of the Indie Music Video

The original Indie Music videos were made notable by many very influential bands in the early 90's. Bands such as Oasis and Blur kicked it all off with their working class gritty image. This gave the band a certain authenticity and wide appeal to the working class as they felt that they could connect with them, they made their image as the same as their audience.

Oasis

The typical mise on scene of an Oasis music video is the working class streets of the north of England. Many of their films have been changed to black and white in colour such as 'Wonderwall' and 'Importance of being Idle'. They dressed very ordinary like much of their targeted audience and performed in a very realistic, carefree two fingered to society manner. In many of their music videos the cinematography is based heavily on the band performing, most of the time the camera shows close ups of the two brothers Noel and Liam Gallagher. The lighting is generally very low key with lots of scenes being in black and white, their is lots of side lighing used to show that the band has two different sides to it.

Blur

There image is very similar to the image of Oasis however they have a different approach to their music videos. The colour thats used are very in your face especially in videos such as 'Park Life', 'Girls and Boys' and 'Country House'. Whilst Oasis give a very dark and mysterious aura off in their videos Blur's video show a lot of humour (Matt Lucas having a cameo role in their music video 'Country House'), however from then on all the conventions are very similar. There are lots of close up shots of the lead singer to give a connection between him and the audience. He looks very ordinary like 'One of the Lads' and his perfomance is very entertaining for the audience as there is generally lots of dancing about and playing pranks giving the band a
very down to earth authenticity.

Callan Wheatcroft

Kick starts - example

I was originally looking at the official indie chart, however the songs on the chart didn't seems to be indie enough for the type of music we was looking at. I decided to still have a look at a couple of the videos, where i came across Kickstarts by Example. This video really stood out to me as a broke the conventions of a typical indie music video.

From the start there is a very fast pace editing that flickers through lots of short clips, however when the music begins it then slows down to a average pace, then speeds up again when it gets further into the song. It slows down during the verses so the audience can interact with the artist whilst he is singing the verses. 

There is a number of split screens throughout the video, and within the split screen it shows different clips of lots of different people doing the same thing. The people within the music video are all dressed very differently, this is to keep the audience interested, as the have lots to look at. The video the goes into full screen but flickers through all the different people again, by having so much going on in a music video keeps the audience  interested and then the video can be watched over and over again as the viewer might have missed things the first time.

 The video then continues to be very random. Within the split screens there is a number of random things including fingers and sunglasses. I loved how random the video is and this will be a inspiration to us when creating our music video. Sarah.