Tuesday, 20 October 2009

Target Audience Research 3

I have been researching the target audience for our video. I have created a questionnaire which I have distributed using a wide variety of methods so that we can sample a large variety of people.

Here is the questionnaire-

I'm currently working on an A-level Media Studies project, and was wondering if you guys could help me by answering a short questionnaire about the above song? It would really be appreciated and would really help us with our project. Please reply with your answers to these questions.

Are you male or female?

How old are you?

0-15 16-25 26-40 41-65 66+

Have you heard the song Footloose by Kenny Loggins from the musical Footloose?

Have you seen the video for it?

Would you be interested in a modern version of the video?

Do you own the single?

If not, would you be interested in buying it if it was re-released?

Thank you for your time :)

The Kenny Loggins fan club have a forum which I have posted the questionnaire on to try and find out about your average Kenny Loggins fan, who we will be trying to target our video at. Click here to see the post I made.

We also emailed the questionnaire to a random sample of people to increase the amount of responses we got.

The results of our research will be posted shortly.

Monday, 19 October 2009

Digipak Research


For us to make a digipak that is realistic and that meets the conventions of the product, we had to complete research to provide with as much information possible.

Digipak is simply a style of packaging for a CD or DVD. It is a patented and registered trademark of AGI Media.

This style of packaging is typically a gatefold or book-like style, and is usually made of cardboard. The disk is stored inside in a plastic tray, as well as several flaps or slots used to store booklets or advertisements.


Much like a conventional CD cover, the album artwork and artist/album name are included on the front of the case, whilst the track information and barcode are included on the back of the case.

A consistent colour and graphological style is used throughout the case, with images often being repeated on the inside to create a sense of consistency. This is something we will take on board, to ensure our colour pallet and overall design style makes sense and looks professional.

Friday, 16 October 2009

Digipak Idea

We were messing around with ideas on photoshop, for our digipak. And came up with quite a simple idea.

Here it is...
Its just a simple design that we made without using our own photographs. When we do our final digipak we will use original photos.

This gave us an idea of what Photoshop has to offer, and how we can use it to create our digipak. It allowed us to experiment with different effects, which lets us see what works and what doesn't.

Permission from Sony Music

Sony Music have replied to our letter granting us permission to use Footloose by Kenny Loggins.










Tuesday, 29 September 2009

Target audience research 2

Looking at the statistics and data for the official Footloose video on Youtube, we can see that it's most popular with females aged 13-17 and males aged 35-54. This is who we'll target our video at. The song being popular with such a wide range of people will make it rather challenging to make a video that will appeal to them all.

The map below shows where the video is popular.








Friday, 25 September 2009

Letter to the management company

We needed to write to the copyright holder of Footloose to gain permission for us to use the track for our music video. I visited the download page for the track on Amazon and this told us that Sony BMG Music Entertainment (UK) Limited hold the copyright. I got their address from their website, sent the letter, and now await their reply!


Wednesday, 23 September 2009

Target Audience

Before choosing a final track, we decided that the genre of our music video would be pop. Like most pop music, we knew that our music video would be targeted at children, teens and young adults.

In an attempt to achieve a larger target audience, we decided to use an older, well known song which might appeal to an older audience. Rather than choosing a typical contemporary song that only people of a younger generation can relate to.

We chose 'footloose' by Kenny Loggins.

The narrative of our music video follows the lives of several characters (depicting each of them at work). We made sure that the characters varied in age and gender - so as to make our video appeal to a wider audience.

I think we achieved this, particularly by including older character; of which older people are given the chance to relate to.

The comical approach to our music video will also mean appealing to younger audiences, like children, who should find some of the individual characters funny.

Thursday, 17 September 2009

Analysis of existing Music Video (Tom)

The music video I have chosen to analyse is for ‘Behind These Hazel Eyes’ by Kelly Clarkson.

The structure of the video is conventional in comparison to similar music video of the pop genre, whereby they consist of a combination of a narrative story focusing on the artist, as well as performance footage of the artist, typically with a band or instruments. In this case, the solo singer is the centre of a narrative story, as well as being shown performing with a band - who are depicted in a contrasting setting to the narrative.

The narrative of the music video is fairly complicated. It follows the same character at different times in her life. It tells the story of how she walks out of her own wedding, leaving her fiancé, when she realises he has been cheating on her with another woman. The story is not in chronological order, however, making it hard to follow.
It begins by focusing on her as she performs with a band. The mise-en-scene reveals a dark graveyard, which reflects death, darkness and typically negative connotations. Close-ups are used of her face, which tell us that she is the significant character and as she sings the lyrics, it gives the impression that she is telling a story. Low angle shots are used of the church or chapel, which give a daunting effect, and make the audience feel submissive, reflecting on how this character might be emotionally dominated by the situation or circumstances - which are later revealed. The lack of lighting, or darkness that is intentionally used, also adds to the negative and sad connotations that can be associated with this character.
In contrast, it then cuts to a shot of her getting ready for a wedding, where she wears a typical white wedding dress - which could portray innocence, as she is not yet aware of her fiancés affair. She is depicted as being quite naïve. The mise-en-scene reveals a room that is lit up by the sun from outside the window and the chandelier, which hangs from the ceiling, both combining to give a warm gold and yellow glow, which has warm, safe and homely connotations. Although the two settings are presumably in the same location, (a church), the contrast in light reveals that this is a different time, both physically and emotionally for this character. The narrative shots then continuously intersperse with the performance shots - again, giving the impression that the initial version of this character is telling the story. The wedding day version of this character then picks up a photo frame. A close up reveals that the photo is of a man and a different woman. The main woman in the wedding dress then emotionally drops the photo and leaves the room. This indicates that the man in the photo was her fiancé and that he is with someone else.
The narrative then cuts to sometime in the future where a woman dressed in black, is walking down the isle towards a bride and groom. Over shoulder shots and point of view shots are used as the character approaches the couple allowing the audience to see from her perspective. Close ups of the character in black reveal to the audience that she is the same character from the beginning of the video, although now at a different stage in her life. It is revealed that the bride is a different woman who is marrying the man that the main character loved. She saw the same couple in the photo.
The shot then cuts to a long shot of the main character, who is in her wedding dress again, as she stumbles out of the church and down some steps. Her costume tells the audience that we are now back to the initial story, and that she has just walked out on her wedding. The mise-en-scene reveals a very dark, misty, graveyard-like location, similar to where the shots of the band are. This reflects the characters emotions at this point, and how, like the location, she has gone from being happy and warm, to being heart broken and cold.
The shots then cut back and forth from the wedding of her ex and his new bride, to shots of the main character running through the dark church yard in her wedding dress which is progressively getting dirtier.
The shot then cuts to her at her wedding, before she walked out, and she is now standing opposite her husband in the traditional position. The mise-en-scene reveals a much darker church interior, with leaves and wind blowing everywhere. Close ups of the main character are used to show her looking around the room, where she sees the woman who he later marries. A close up of her hand is used, as she grabs the ring and throws it in the mans face. The cut rate then increases as she leaves the church, and it shows shots of her singing with the band interspersed with shots of her in the muddy wedding dress, which is presumably where she ends up after she leaves the building.

The pace of the video changes from the beginning, where it is quite slow and focused, to the end, where it rapidly increases, as the shots get shorter in duration, reflecting the main characters shock and despair over the situation. The cut rate also increases a huge amount, cutting to and from shots of each narrative that is being told.

The persona of the artist is put across on-screen through three contrasting fictional characters. The first being her performing with a band, the second being her in the past on her wedding day, and the third being her in the past but at a different stage in her life; presumably years after her failed wedding.
She is depicted as a heart broken woman who turns quite emotionally violent towards the end. The only version of her character that addresses the camera and the audience is the performance version, where she does so at the beginning of the video and at the end, giving it a cohesive structure.
Her appearances are intentionally contrasting, and in keeping with each story that is being told. Her band costume however, is a modern, trendy costume that doesn’t quite fit in with the story, and it gives the impression that this version of her isn’t really there, and instead acts like a narrator. The version of her in the wedding dress, works well in depicting her innocence, and contrastingly her black dress, that she later wears, is also successful in reflecting her envy and sadness over what has happened. The black gives the impression that she has become insignificant in the eyes of her fiancé.

The sound remains non-diegetic throughout the entire music video.

(Tom)

The beginning...

Hello, and welcome to our blog.

For our A2 level media course, we have to create a music video.
After discussing ideas as a group, we decided to create a music video for the song 'Footloose' by Kenny Loggins.

I thought that it would be a good idea to create a comical video, and I think that the chosen music goes well with this. The genre is Pop, and although this is a popular choice, I think that our idea will be unique and original. (Tom)

After researching the lyrics of the song, I found that the verses were about working hard; whilst the chorus had a sense of letting go and dancing! This was what inspired us to do a comical take on the song, by including a variety of characters who are initially working - before letting go and dancing. (As well as featuring the artist, singing.)
These stories will progress and be interspersed, throughout the video, between themselves and shots of the artist.
So far, I have drafted a narrative synopsis for the video - detailing the characters and their actions.
I then decided on who I thought should star in it, (as several characters will be needed), before contacting them and making sure that they will be available on the dates needed, as well as finding out whether or not they would be happy with what we would like them to do. (Tom)

Zoe has started the storyboard, which will later be used in our animatic. As, mise-en-scene will be particularly important in our video (costumes, settings etc). This had to be considered when drafting the storyboard. She has also began drafting a treatment for our music video, which will be later posted on the blog.

Andy researched who we would need to contact for permission to use the track, and has drafted a letter to the management company of Kenny Loggins, which will be posted soon, and we will hope for a reply.

We will keep updating as out project progresses. (Zoe)