How video will appeal to target Audience

Our music video consists of a narrative and performance element.

In the performance element we have specifically chosen a group of males and a female. The males are something that our target audience can relate to and the female is to help attract the male audience. The male aspect of the band will also increase the number of female audience.

The song, 'Warrior's Dance' itself, is quite surreal, with no structure to it. This is why we have decided to have our location in the woods, with creepy and abnormal things and creatures, and this will help create a surreal atmosphere to go with our song.

Researching Codes & Conventions of Genre

Genre is a type or style of something. Music can be divided into different catagories using genres and music videos will reflect their genre in their Mise en Scene, camera work and editing.

The Genres of The Prodigy are Electronica, synthpunk, alternative dance, big beat, dance-rock, rave. Therefore we need to show this in our video.
We have chosen a dark mise en scene, which is in a woods with people creepy masks on. With camera work we have chosen to have close ups and low angle shots of these people to show that they have dominance. Another key element to genre is editing. We are having fast shots and hand held cameras in order to create this genre and to conform to our target audience.

Sourcing props for our Media shoot

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.