After researching secondary data, the impact that the research has on our primary audience has relatively stayed the same. However we've become more clear on some aspects while making the media product. Such as the concept of our ideas for the music video has become a clearer vision in both mine and Tom's heads.
The aspects of our target audience also told us it's good to show the artist which we have decided to definitely keep as we had planned to. Also showing how the artist promotes themselves, so in this case Drake showing his logo's or a signature pose. If any impact on our ideas, it's improved our ideas so that we can have a wider range of locations and actions so that the music video does not become repetitive and boring for the viewers watching it.
Monday, 9 July 2012
Target Audience Interview
Charlotte is a hip hop fan and meets our target audience, which is why we have chosen to interview her to help with our target audience research and to make some decisions on what our music video may include.
"In a hip hop video I expect to see the artist wearing lots of jewellery and baggy designer clothes. So i like your ideas of having the artist in designer clothing an a cap to give the hip hop look. My favourite hip hop video is probably Lil Wayne ft Kevin Rudolf - let it rock, because it's very fast paced and flows with the beat of the music. Also because i love Lil Wayne. I think you're idea will be successful as Drake's video for Headlines at the minute is nothing amazing."
Our target audience representative also said that she would like to see the use of black and white in our video. This is something she has seen in various Hip Hop videos that has worked well contrasting colours.
Also, girls as well as the main artist is something else she would like to see. This is because it represents the artist in a particular way making him seem more attractive to the opposite gender.
And, flashing titles is something else that is nice to see in music videos. Tinie Tempah's 'pass out' uses various bold fonts and animations of titles that link perfectly in tune with the song. his looks good in Hip Hop videos and we shall try to do this.
These are all things we shall strongly consider.
Demographics:
Psychographics:
"In a hip hop video I expect to see the artist wearing lots of jewellery and baggy designer clothes. So i like your ideas of having the artist in designer clothing an a cap to give the hip hop look. My favourite hip hop video is probably Lil Wayne ft Kevin Rudolf - let it rock, because it's very fast paced and flows with the beat of the music. Also because i love Lil Wayne. I think you're idea will be successful as Drake's video for Headlines at the minute is nothing amazing."
Our target audience representative also said that she would like to see the use of black and white in our video. This is something she has seen in various Hip Hop videos that has worked well contrasting colours.
Also, girls as well as the main artist is something else she would like to see. This is because it represents the artist in a particular way making him seem more attractive to the opposite gender.
And, flashing titles is something else that is nice to see in music videos. Tinie Tempah's 'pass out' uses various bold fonts and animations of titles that link perfectly in tune with the song. his looks good in Hip Hop videos and we shall try to do this.
These are all things we shall strongly consider.
Demographics:
- Male and Female
- Aged between 13 and 25
- Often have an urban up bringing
- Of all races and ethnicities
Psychographics:
- Opinions - This audience have opinions that the police are pointless people, and that the mainstream population don't understand their views and actions, and criticise them for the things they do deviantly. They often think that the older generation of the population are scared of them. "You only live once" is the motto to their lives.
- Attitudes - Negative ways to authority, Individual, rebel against rules that are set. Deviant behaviour.
Friday, 6 July 2012
Finalised Target Audience
After researching our target audience and with all the information we managed to get, we have finalised who our target audience is with the help from Uktribes and other hip hop websites that we found.
Our target audience will be:
White British and black American male or female, aged between 13 an 25. These people are often wearing alot of bling and designer clothing, and have the attitude to life that you only live once, so why not try everything?!
Our target audience will be:
White British and black American male or female, aged between 13 an 25. These people are often wearing alot of bling and designer clothing, and have the attitude to life that you only live once, so why not try everything?!
Thursday, 5 July 2012
Analysis 3: Jay Z - 99 Problems
Jay Z' '99 problems' was released in 2004. This video has a narrative structure with addition to performance.
In Jay Z's video, everything you'd expect to see in a Hip Hop music video is there. Wearing designer clothing and a lot of bling to show of his wealth. Gangs, police and fighting are all involved at some point throughout the video too which is a convention of Hip Hop. However the location of the video contrasts this as it's filmed in a poor poverty area with from what we see also has high crime rates. This could show where he has grown up which contrasts with his 'riches' side as appose to 'rags'.
Many different camera techniques are used throughout this music video, for example two shots. These help to create a personal connection with the viewer. Establishing shots are used throughout so that the audience can have an idea of where they are with a view of the scene. Mnay shots in the video are taken through architectural perspectives.
The music video is quite fast paced and adventurous through the use of editing. Flickering from one scene to the next very quickly. This creates an incentive so the viewer may want to see it again because they didn't catch a glimpse of a certain aspect of the clip. Quick cuts alsospeed up the pace of the editing which feeds in with the pacing of the song and rapping. Transitions throughout keep the clips flowing from one to another which is also created by the use of black and white throughout. These are all generic conventions of Hip Hop.
The females in the video, as usual for Hip Hop are wearing very provocotive clothing if any. whereas the males are shown in a way that makes them look 'gangsta'.
Synchronous sound and visuals throughtout gives us a clear meaning of what the artist is rapping about. For example when he says 'God' theres a clip of a crucifix, 'from the hood' Jay Z pulls his hood down, and when he says 'bitches' theres clips of females. This is stereotypical however most male artist may refer to females as their 'bitches'. The story of the video is clear and being pulled over by the police is showing on of his '99 problems'.
The lighting in this video is low key throughout. This is because of the use of black and white which doesn't emphasise any key lighting.
As most Hip Hop videos, the use of props shows the audience the violent place they're in.
The artist, Jay Z, is in his music video. However he's not shown consistently. This may be because he is already well known and doesn't need to show his face all the time.
Target Audience Research
So that I can reach my primary target audience, I have researched target audience in general. After this research it has become much clearer to me who the target audience is for our music video are. This now allows me to research in more depth to gain further knowledge on this group of the population to tailor the music product to them, hopefully resulting in a better finished item.
To help find out who our media production should be aimed at, I looked at different hip hop genre specific websites to get an audience profile for Hip Hop. UK tribes is a website I found very useful in which gave me stereotypical viewpoints of people who listen to the genre Hip Hop. The screen shot shows us the amount of media consumption that our target audience get. Also brands of clothing and their idols. This is an audience profile for the 'blingers' that listen to hip hop, found on Uk tribes website. "Clothes are all about accessible excess – true to their name, they like lots of bling (often Prada or Stone Island acquired from the local market) with large watches for the men and Swarovski crystals and imitation Gucci bags for the ladies. Second-hand fashion and geek chic are completely alien to them. They like a ‘box fresh’ look and wear a mixture of sports and designer wear – think Nike, Evisu, Rocawear, Armani and Hugo Boss. The look is essentially dolled-up townie. Shopping centres like Westfield are a dream come true for this lot." This was very helpful as to finding out who are target audience will be.
Below, I also emailed 'BBC radio 1xtra' to see if they could give me any information on the kind of audiences they have. I have not yet had a reply, but hope for one shortly.
After looking at UK tribes and other Hip Hop sites such as radio 1 xtra, it's become clearer as to where our media product should be advertised. UK tribes tells us that 'the best way to reach these blingers and co is through niche magazines, social media and Television and radio'. Going by this, the best way we think to advertise our media product would be online, on social networking sites including YouTube being a main place of advertisement. Also on radio stations like bbc radio 1xtra as this is where hip hop fans are most likely to hear about the latest music video or song.
Wednesday, 4 July 2012
Analysis 2: Kanye West - All of the lights
This video is Kanye West - All of the lights featuring rihanna. This is a typical hip hop music video as it meets all the conventions of Hip Hop in many ways.
Edtitng - At the start of the video and throughout there are flashing colourful titles, which each flash with the beat of the song. This also fits with the lyrics 'all of the lights'. Black and white is used throughout the video in places to make it look quite old fashioned or urban. Black and white is a convention of Hip Hop as it is in many music videos from that genre. There are also quick transitions that flicker from one scene to the next to stick to the effectiveness of the quick paced editing.
Camera - Many different camera shots and angles are used throughout this video. it there wasn't many the video wouldn't be as interesting. Extreme close ups and close ups are used frequently to exaggerate the expressions of the characters looks and provocotive moves. Establishing shots are also used to create an atmosphere of the setting where it's being filmed, and to show the scene from another point of view. There are also some mid shots of both artists which show us what they're wearing and how this meets the conventions of the Hip Hop genre.
mise en scene:
- costume - All Hip Hop videos have some conventional clothing in. Kanye West in this video is shown in a way that most Hip Hop artists are. He is wearing casual and baggy clothing with a lot of bling to make him look wealthy. Rihanna, as all females in Hip Hop music videos, is wearing very provocotive clothing. This suggests that........
- lighting - The use of strobelights link back to the lyrics of the song in the video. It matches with the edits and transitions against a studio set up. This is all conventions of Hip Hop as it is seen in many other videos but not as much to the same level. Dark background lighting too shows us some deviance in gangs etc which is still a convention of Hip Hop.
- makeup - natural make up is worn on the female which could possibly show us 'natural beauty' of Hip Hop characters and artists. As in some other genres females are made up to look 'sexy' where rihanna is showing how you can be with a natural look.
- props - There isn't really many props throughout this video besides a police car, but this is still useful. Kanye West who is the main artist shows a short rivalry with the police. Stereotypically meets the conventions of this genre as gangs often get into trouble with police which is not a good look, even if they think it is to start, for them when trying to impress a girl.
- setting - as alot of Hip Hop videos are set in urban locations such as streets where there are council houses etc, this video half meets and half challenges this convention. The studio set up is there which shows the 'riches' side to both artists, and a urban location which shows the 'rags'.
This video is mainly performance based with some hints of narrative. The video also features both artists which is usual for a Hip Hop genre music video.
Artsit Permission
Tuesday, 3 July 2012
Pitch & Feedback
This video is a one minute clip of a pitch of our early ideas for our music video to 'Drake-Headlines'.
We got both negative and positive feedback from classmates by doing this pitch.
Positive:
- The concept seems basic and easy to stick to.
- The use of generic conventions have been thought about well. e.g. Props such as caps and hoodies.
Negative/to improve on:
- We need a clearer concept on exactly what is going to happen throughout 3minutes 26seconds and to consider the time management.
- Locations are quite vague at the minute, the more locations we use the better.
- Make sure a crowd of people at a 'gig' looks realistic else it could look unprofessional.
- Ethnicity is key in Hip Hop as any white boy trying to look like he has swag may ruin the realistic look of the video. So characters need to be good actors or have some kind of realistic swag/gangsta look about them.
What we are going to do to improve the feedback we got:
- Think more about the concept of the video so that we have a clearer image in our head.
- Consider locations we are available to.
- Consider who the characters may be to make our music video look professional.
We got both negative and positive feedback from classmates by doing this pitch.
Positive:
- The concept seems basic and easy to stick to.
- The use of generic conventions have been thought about well. e.g. Props such as caps and hoodies.
Negative/to improve on:
- We need a clearer concept on exactly what is going to happen throughout 3minutes 26seconds and to consider the time management.
- Locations are quite vague at the minute, the more locations we use the better.
- Make sure a crowd of people at a 'gig' looks realistic else it could look unprofessional.
- Ethnicity is key in Hip Hop as any white boy trying to look like he has swag may ruin the realistic look of the video. So characters need to be good actors or have some kind of realistic swag/gangsta look about them.
What we are going to do to improve the feedback we got:
- Think more about the concept of the video so that we have a clearer image in our head.
- Consider locations we are available to.
- Consider who the characters may be to make our music video look professional.
Target Audience Considerations
The initial target audience for our music video including both demographics and psychographics:
Age - 13 to 25
Gender - Both male and female, however possibly around 70% of which aimed at males.
Ethnicity - Black American, White British....
Social Class - ABC1 possibly C2
The opinions, Intrests and attitudes generally of people who listen to Hip Hop music are:
- Partying, chilling, making music, Causing trouble, not bothered, You Only Live Once! (YOLO)
Age - 13 to 25
Gender - Both male and female, however possibly around 70% of which aimed at males.
Ethnicity - Black American, White British....
Social Class - ABC1 possibly C2
The opinions, Intrests and attitudes generally of people who listen to Hip Hop music are:
- Partying, chilling, making music, Causing trouble, not bothered, You Only Live Once! (YOLO)
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