Audience Reactions & Engagement

Audience Engagement

How do you want your target audience to react to your music video?

·   I would want my target audience to feel engaged and well connected not just between the artist but also between the new style of mise-en-scene  through the clothing, such as skinny jeans, check shirts, snapbacks and vans all through the new look of the hip hop. Furthermore the performance based of the artist dancing.  The song will gain the attention of my target audience through the lyrics because the song is performance based which includes dance moves and this will make the audience want to be a part of the new movement and the new look of hip hop.  The audience will realise that the artist is from a sub culture broken off from the hip hop, and is from the new alternative hip hop from the clothing worn in the video.

Audience Expectations



What expectations would your audience have of your music video based on genre?

·   The audience would expect a performance throughout the video showing them how do the dance, also back up dancers which makes the video look more performance based and more professional to the audience, also they would expect to see the locations used should be skate parks, an alley way, dance studio and many other locations, the reason why the audience would expect to see this is because it is conventional to the target audience we are aiming at. Additionally the costumes we wear would play a main part because this is one of the ways the audience can aspire to dress like the artist so the clothing that you would expect to wear is skinny jeans, checkered shirts, vans and snapbacks, this is because the subculture the artists come from is a cross over between a indie subculture and a hip hop subculture, so it is important that we incorporate both genres in the music video

Are you following the generic conventions?

·   The main conventions in our music video is the dress sense which is important because that is how the audience could aspire to dress to like and try and be like them, which  goes according to Richard Dyers theory how the audience can buy into the artist to know more about them and be more like them. Furthermore the music is performance based this is another way the artists can reach out to wider audience because they are teaching the audience a new dance this is something the audience will want to learn in addition the audience will learn the dance moves and through the audience it will spread.

Audience Foreknowledge

What knowledge will your audience have of your audience before watching the music video?

·     The audience will not know anything about the artists because they are brand new to the music industry, through the music video and through fans is how the audience will know about them.

Audience Identification

How can your audience relate to your artist in the video such as location, narrative and costume?

·        Our target audience can relate to our locations because we did a questionnaire to help narrow down our locations which would help us relate to our target audience, such as one of our locations is a skate park, this can relate to our target audience because when we did our questionnaire that was the place that people would prefer us to have as one of our locations. The target audience must usually use the skate park because they must be able to relate to it.  Although there is no narrative, our song is performance based which means there is more dance throughout the video this is because the song is about a dance being able to teach the audience a new dance so that the audience can learn it. The clothes that will be worn will be a various but the main shirt will be checkered shirts are very popular and fashionable within the Retro & Street look that most teenagers are getting into within this year. Many Retro artists wear brightly coloured checkered shirts representing the retro lifestyle being colourful and free. One of our artists will also be wearing a checkered shirt to convey this, possibly a red and blue one or any other brightly coloured style. This will probably be branded from Top man as it was our targets audience’s favourite clothing shop. This will attract our audience to our artist and they’re image as they are able to see themselves within the artists with similar clothing.

What will they think of your artist?

·  I think that the audience will take an interest to our audience because they are bringing something new to the music industry with a new subculture (alternative hip hop). How the audience will take an interest is through the clothes that they wear, such as skinny jeans and checkered shirts, this is usually unconventional to the main subculture hip hop because artists from the hip hop genre would wear baggy jeans which are brand made leather jackets which are also brand made, etc. Gucci.  Furthermore this new sub culture comes with a retro look which the audience can aspire to dress like and be like them. In addition the songs that are mainly performed by the artists dance songs the audience can learn the new dance movement and be apart of the new movement, this will bring in a wider target audience because more and more fans will want to learn the dance and be aspired to be like the artist.

Planning - Location - Mrs Fisher

Locations

Before filming our music video we needed to decide on locations to film at.  Our music video is performanced based somewhere we could perform/dance so we needed a lot of space. We thought of many locations but then we needed to narrow our ideas down. As a group we decided to use places with graffiti such as skate parks, central London, dance studio and an alley way. This is what we go back from our questionnaire on where our target audience hang out in their spare time, so I did some research in skate parks and places with graffiti so that as a group this is where we could film because this was relevant to the audience.  As a group we intend to use these locations because when I looked at locations that the artists used in their video we came across this locations, we aim to use these locations also for our album cover because the background is bright and it sticks out which makes it appeal to our young audience. We also plan to film in music video in central London because it is an up street market place which is well built up so it makes it look like it had been filmed in a higher class area, which could help us appeal to a wider audience because they will be able to engaged with the artist and because they will recognise the location it helps to involve with the audience.We knew that travel to all of our locations would be easy as all of our group have free travel on London buses. This meant that we could also transport our recording equipment quickly and safely. I was put in charge of organizing us a group to get to and from our locations to make sure that we have the best and most suited locations and that we had permission to film in certain locations such as on the school roof I had to tell them any problems that could occur when filming on the roof, so I had to fill out a risk assessment form so that the school could give us the go ahead. We were planning to use two cameras to record the music video, one in front of on a tri-pod and a second held by another group member who would film around us.

My album cover overview

My album

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Planning - Location Release

LOCATION RELEASE AGREEMENT

Date: 07/11/2011

Dear Sir/Madam,

I am writing to confirm our agreement as follows:

a) You herby grant the producers the right to record the exterior and the surrounding area and for such purposes to bring onto the area such persons and equipment as they may deem necessary.

b) The period will be form the 13^th of December 2011 until the 12^th of January 2012 other days or half days will be agreed before filming.

c) All rights in the recording made and/or taken by the producers at the area shall be vested with the producers and they shall be entitled to assign, licence and/or exploit the same by all means in all media as they may at their absolute discretion elect. The producers shall be entitled to refer to the land by its true name or by a fictitious name or not to refer to the land by name and shall have no obligation to the owners to include any or all of the recordings in any films of the programmes or to exploit the same or any film or programme in which the same are included.

d) The producers shall indemnify the owners against any damage, which may be caused to the land by the negligent act or omission of the producers or their agents, employees or invitees.

e) In full consideration for all rights and benefits herby granted to the owners the producers shall pay to the owners of the land:

In respect of the period referred to in paragraph b) the sum of £100 a day (including VAT where applicable)

f) This agreement shall be freely assignable by the producers and shall be interpreted in accordance with the laws of England and Wales and Scotland.

Kindly indicate your acceptance of the above by signing and returning to the producer the enclosed duplicate contract.

Yours faithfully

L.H.M

Date 07/11/2011

For and on behalf of the owners

Youth and Subcultures

Youth subculture is a group of youth with certain characteristics, the youth subcultures characteristics can be clothing, hair styles, the way someone speaks and that they all include. Most of the time a youth subculture can be around a certain type of music e.g. Rap, you would expect people to dress a certain way such as gold chain, baseball caps, baggy jeans and a branded jacket. Subcultures can means of expression, such as the life style they chose and this reflects the way they act.

The subculture that I will be creating my music video for is for young teenagers who are into to the look of 80’s look with wearing skinny jeans, check shirts, brightly coloured jumpers and baseball caps. That is the subculture we want our target audience to be in because that is who the video that will be appealing to, from this i hope to create a pop star which can appeal to specific market with specific values. According to Richard Dyer, fans will cop the stars as an aspirational effort to get close to the glamorous, fantasy lifestyle; this will take the form of dressing up and imitating performances. This is what I want our audience to do to copy the same dress style is because we are bring back a 80’s style with a new twist and we would want our audience to learn the dance moves. To help further my research I created a questionnaire which would help narrow down my research, so I will know wear to film my music video and the clothes to wear and the type of dances moves they are interested in.

Here are some images that I found that will want our audience to dress and follow the dress sense, the reason I found this out is when I was doing some research into my chosen artist and when I did some analysis of what the sub-culture wear who follow the group these are some of the images that came up and as a group we are going to in-cooperate these dress sense into our own so that we apply to our target audience and that they can aspire to dress like us.  

Popular Culture - Mrs F

A collection of Marxist Philosophers based in Germany in the mid 20^th century among many writings they were concerned with the role of popular culture exploiting the masses and maintaining of the power of the upper class. The mass media have a powerful influence in our lives much of our lifestyle is determined through our interactions with media. Each generation has its own tastes and preferences, what was popular or "in" for your parents, may not be in for your generation for example Madonna who dominated the 70’s and 80. In the 90’s and 00’s who has dominated throughout it would be Usher who has been around since the 90’s and come out with something new in the 00’s who reinvented himself to appeal to wider audience.

The Frankfurt School and Bourgeoisie (Upper class)

Popular culture is often so "pervasive" that we do not notice it or take the time to see it for what it is. Popular culture includes many of the things that we take for granted including our dress, our language, and our behaviours. It also includes all the "popular" social trends that a large part of our population considers "in" and "normal". A careful analysis/deconstruction of popular culture will tell us a lot about ourselves.  Just because something is popular, that does not mean that everyone accepts it. Some popular culture trends are quite controversial.

To really understand "popular" culture, we have to be able to deconstruct it and see it for what it really is (i.e., the messages behind it). Recognizing the messages in popular culture is an important part of this course. Language also represents popular culture. As in all popular culture, language changes with each generation. The slang terms in the language often mark the generation

Adorno:
says that there are two types of music one which is true art which is classical music and opera and the other is popular music. True Art, is sophisticated and makes people question life, whereas popular music was unsophisticated but there is large quality in consumers.

He also says that large companies create false need which lead to comsuming ut without thought, so the audience could listen to the song without buying into it and actually liking it and taking a interest in that type of genre

Dick Hebdige
Is a more modern theorist have tend to view Adrono's idea as overly pessimistic and dissmive of mass audiences as passive and easily manipulated, they abosrb the music.

Althought Hebdige argues that consumption process social and ideological contruct to lead to different readings.

Hebdige says that a commodity which people actively consume to chose to "buy" into their music, so it is the audiences choice whether they want to buy into it

True Art   

Popular Music

In class I was asked to analyse the music video, Aphex Twins - Come to me daddy, and which theroy does it apply to Adrono or Hebdige. After watching the video and analysing it. I think that the Aphex Twins goes along with Hebgide's theory is because we watched the video and we were able to question the video without choosing to buying into it because we did take it in passivly and we did not follow it.



Richard Dyer's theory - Mrs F

In order to understand the relationship between the music industry and its audiences, it is important to consider to the roles of music stars. The term star refers to the semi-mythological set of meanings constructed around music performers in order to sell the performer to large and loyal audience, for example Lady Gaga is someone who can appeal to wide audience is because she is so unique and she always reinvents herself to the audience to make herself unique

Richard Dyer suggests that the stars are made to look more appealable to the audience through the audience to make them more interesting to the audience, so that they reinvent themselves so they can sell them self to an audience this way they can appeal to a wider audience. Stars have to have common values, which can be shown to the audience and certain traits which relate to the audience.

Paradox One says that the star has to be ordinary and extraordinary for the audience which means that star has to live her normal life such as being a mum or dad and doing normal things which the audience can relate to and they have to extraordinary such as the glamorous and perform to the audience which the then audience can inspire to be. For example Snoop Dogg, who is father of 3, a coach of a school American Football team which is his ordinary life which he lives and then also he is a performer, and an artist who follows the genre of rap and hip hop lifestyle.

                                                                                                                         

Paradox two says that the star has to be absent and present at the same time to the audience so we know about their private life which the audience want to know about them because as an audience we want to complete their life, but we can never complete them because we never actually know them personally only what we know from the media for example, magazines and the internet.

Artist > Fan > Music > Television > Interviews > Concert > Artist

The chain about how the fan, tries to complete the image and know the star personally but because we never meet them personally the audience are never able to complete the image.

The star image ensures that the audience are always left on edge making them search more to complete their image or to make some sense of the star; this is achieved by consumption of the start through their products. In the music industry performances seems to promise the competition of the image. Finally the star can be used to position the consumer relation to dominant social values.

The image of the star has been developed by the star themselves and/or the management team across a wide range of media (advertising etc). It helps if the star has a USP (unique selling point) for example, Lady Gaga's range of headpieces, Madonna's Leotards etc, this construction brings with it connotations of the artist i.e. Lady's Gaga's hats suggest she is eccentric and wants to stand out from the crowd, whereas Madonna's leotards show she wants to be a voyeuristic icon who relates best to the 70/80's style of dress as this was her best era for music.

A record company will listen very closely to audience demands and will construct stars that will appeal to the likes and tastes of various different audiences. Stars are constructed to meet audience demand, for example, Cheryl Cole were constructed to appeal to a female audience who would most likely try and copy her style of fashion and dance moves.

The star represents a set of values and attitudes that reflect audiences own values. For example, Miley Cyrus gained lots of media attention after claiming she is a virgin and wouldn't have sex till she is married - young girl audiences might follow her lead and this could be beneficial to society and its problem of underage sex etc.