Typical Member of Target Audience

Our main target audience is people aged 16-25 as its not really a song that anybody much over 25 would listen to.

The target audience is also aimed mainly at males as its quite rough.

Chosing a track from the short list

We had a few problems selecting our final track as there was a lot of disagreement, however we managed  to come to the conclusion of Prodigy - 'Warrior's Dance'.



As the song is slightly disturbing in that its not calm and peaceful we wanted to represent this in the music video. We thought of having a tribal theme but keeping aspects of a party, located in the woods around a bonfire.
Our cast would have face paint and we wanted to have people in cages to create a more interesting vibe. We wrote down a few key words deacribing what we had in mind and this is what we came up with:

• Tribal
• Hunt
• Fire
• Party
• Cages
• Instincts
• Primal
• Alpha-male
• Drums
• Forest
• Tripping
• Competition
• Masks
• Theft
• Warriors
• Spears
• Sex
• Ritual
• Paints
• Chanting

Keith Negus

Negus suggests that an artist/band is either organic or Synthetic, however both are commercial products as they are selling their image and their music to their target audience.

Organic Qualities:

• Authentic
• Original
• 'Natural'
• Play their own instruments
• write their on music and songs

Synthetic Qualities:

• Manufactured by record company
• Controlled
• Short term profits-helps fund later on
• Record company nutures talent
• The artists will be given a short time to prove their success before other combinations will be tried out

An example of synthetic artists/bands are boybands, such as JLS. They auditioned for X factor and were the runners up of the competition. Although they have choice in what they wear to a certain extent, they are dressed by their personal stylists and are portrayed how their record company want them.

They do no write their own music, lyrics or play their own instuments as their music is made using technology. Their star image has changed throughout their fame in order to fit with their mainstream audience. Because they are mainstream they have had several number ones as they have a huge audience.

An example of an organic artist/band is John Mayer. He writes his own music and lyrics, playing his own instruments. He is not in the charts as much as JLS, however he will have long term income rather than short term whilst being respected just as much.

As you can tell just from their album covers, the synthetic band focus on their looks and their image, whilst the oganic artist, John Mayer focuses on him and his music. This also applies for their music videos.

Richard Dyer

Dyer has written a lot about the roles of stars in film, TV and music. Despite the medium, stars have lots of key features in common:

• A star is only an image, not a real person. They are constructed from raw materials,such as advertising and magazines.  Audience have a huge impact on their star image, such as JLS, who have been put together and changed accordingly to target market. They are never shown as their true selves.
• Stars are 'commodities', produced and consumed on the strength of their meanings.
• Stars depend upon a range of subsidiary media, such as, magazines, TV, radio and the internet. In order to construct an image for themselves which can be marketed to their target audiences.
• The star image in made up of a range of meanings which are attractive to the target audiences.

Another example of a boy 'band' who has been very constructed is 'One Direction'. They were put together by X factor, not even having met each other from before. They dress fashionably, how young/teenage girls would want or expect.

They do not write their own music and none of them play instuments. They music is synthetic. They are told how to act and have each been given a way of acting to conform their star image.

Pitching my music video idea

To pitch my music video idea I chose to use a PowerPoint presentation, as its quick and to the point. I also had the choice to put in images which I thought was vital as I want the people I pitch my idea how I invision it. Another reason I chose PowerPoint is its easy to watch, rather than reading off a page of writting as people lose interest quickly.

Here's link to Tonight - Lykke Li

                        Click HERE to watch Blue Stone - "Bridges" Official Music Video  

                   

Click HERE to see the official music video of Time by Chase & Status focusing on domestic violence



Response to Pitch

Response:

- More verbal domestic violence, rather than physical abuse. Showing the emotional side of things.

- The artists voice is mystical, urban so to include these scenes into my video was thought to be a good idea.

- Using a run down derelict housing estate - In Horsley there is evacuated, run down council houses which could be effective for filming in the urban area.

- A few people suggested to have a mystical, fairy character singing in an urban area to contrast the two elements.

- Having two or more different scenes was complimented as it makes it much more interesting and draws more attention and interest from the audience.

- Somebody suggested that the abusive side is delicately told, not too harsh.

- Another idea somebody had was instead of having her partner abusing her, having a child living with her father abusing her mother as it has a much stronger meaning and more powerful.



I found that the response I was given was helpful as it was given from my main target audience, which makes it more reliable and valuable.

After I was given advice from various people I re thought about my idea and decided to take in the advice about having verbal abuse rather than physical, as I think it could be too harsh other wise. I will try and tell it more delicately which was another point I have reconsidered.

Tzetvan Todorov

Tzetvan Todorov is a Bulgarian academic and Philosopher but also a theorist in many aspects, but in particular, films and music videos. He annotates music videos. He proposed all mainstream narratives to a similar structure.

Todorov suggests most narratives start with a state of equilibrium in which life is seen as 'normal'.

Theory of Narrative:

1. Equilibrium - where everything is it should be.
2. A disruption of the equlibrium by some action
3. A recognition that there has been a disruption to the equilibruim
4. Resolution - An attempt to repair the distribution
5. A reinstatement of the equilibrium

Examples:

If I were a Boy - Beyonce:
Equilibruim-Lack of trust in their relationship
Disruption-Her being put into his shoes-reverse roles
Recognition-When  Beyonce is flirting with another guy
Resolution-She realises shes just a girl
Equlibrium-Things go back to normal 'Your just a boy & im just a girl'




When the sun goes Down - Arctic Monkeys
Equilibruim-Shes a prostetute on the street with her pimp
Disruption-She falls in love with the magician
Recognition-pimp finds out
Resolution-pimp turns girl against  magician
Equlibrium-Shes back on the street as a prostetute