Planning setting and iconography

A setting is the context and environment in which a situation is set; the background that is visible to the audience. A location shooting is when filming takes place in an actual setting whereas a studio shoot is carried out in an indoor studio where a green screen may be used. The setting is a prominent element of the mise-en-scene as it conveys different emotions to the audience. In terms of music videos, settings are typically based upon the lyrics as suggested by Goodwin's theory in which the lyrics are parallel to the visuals. Therefore the setting of conventional music videos tend to coincide with the lyrics or potentially the emotion the lyrics aim to portray, for example a heartbreak may be illustrated by a female walking around on a cold night to signify her pain. Certain settings of music videos may be simple such as a room in which the artist is seen performing. This places emphasis on the artist as the audience is able to focus on the artist rather than the location. However other videos promote the location if it's significant to the meaning of the video. Therefore the setting is a vital element of a video and must be highly considered.

Iconography refers to a prop which conveys a  symbolic representation. It may have conventional meanings attached to it or may simply be a product that is being used in the video. Iconography is a significant element visible in music videos as it provides a representation of the artist. It may also act as a motif which reoccurs throughout the duration of the video. Therefore it may signify a certain aspect which contributes to the overall video. The iconography has to be considered as it allows the audience to gain a more in-depth understanding of the narrative or the concept present in the video. Therefore it must be chosen according to its connotation.

To highlight the performance aspect of the video, a black studio room will be used. The darkness of the room will be effective as it will place emphasis on the artist's presence; especially with the use of a spot light. The simplicity of a studio like room will also allow the audience to focus on the artist and his talent which therefore emphasises the performance of the song which will be referred to throughout the duration of the song. Although the setting won't consist of many elements, it will be effective in conveying the artist's talent and build tension as to what the video will consist further on.

In order to portray the relationship which the music video revolves around, an indoor house setting will also be used. A bedroom will be used to emphasise the intimacy between the male and female. This setting will be used in the scene in which the male and female are seen playing cards. A bedroom allows the male and female to be positioned on a bed to emphasise the proximity between the characters. The female will be filmed on the bed and so voyeuristic treatment of the female body will be visible, conforming to Goodwin's theory. The male and female will also be filmed together in an indoor setting to portray a relationship.

The performance and narrative aspect of the music video will be combined in an outdoor setting of a beach. The narrative in the video will consist of a flashback where the male and female are seen together and happy. However it will also be used to show the performance aspect of the music video where the artist will be seen performing. The location will be significant as it will show a contrast between a positive relationship and the impact on the artist of it ending. The pain felt due to the break down of the relationship will be displayed through the performance aspect, the use of close ups showing the artist's pain. The flashback will take place on the beach as well as in locations surrounding it such an arcade to emphasise the happiness once felt.

The most dominant element of iconography that will be used in the music video will be cards which have many possible connotations. Cards signify a 'game' which can also be related to the concept of a relationship as the male and female are on opposite sides. The use of cards will show the relationship at its best and worst therefore creating a contrast. The male and female playing cards has positive connotations and allows the iconography to be established. As there are numerous types of cards, they can be selected specifically such as a king and queen to portray the relationship. However when the break down of the relationship is initiated, the iconography will be used to illustrate this also.
The cards combined with fire will be used to show the relationship burning out. The cards built up will be set alight to show the relationship ending. This will be shown alongside the male and female arguing therefore displaying the literal and metaphoric aspect of the music video. Fire has powerful connotations of pain which is effective in displaying the emotions felt due to the relationship ending. This element of iconography will therefore be used when the strongest chorus of the song hits in order to create tension and excitement.

A guitar will also act as significant iconography as it is a stereotypical genre convention. It will be used to emphasise the artist's talent which is a vital element of his success within the music industry. The guitar will act as dominant iconography in the performance aspect of the music video which will be carried out in the studio room. As the artist will be isolated and surrounded by low key lighting, this will emphasise the guitar that the artist will be seen holding. A guitar is a prop commonly seen in music videos of the pop genre therefore the video will conform to genre conventions. Although it does not convey any hidden meanings, it is still effective in conveying the performance aspect.

The location as well as iconography chosen to be featured in the music video is used to portray the lyrics which conforms to Goodwin's theory. The theory aims to explain conventional videos therefore the music video will be conventional as it follows the theory. A generic convention of the pop genre is the emphasis placed on the narrative which will be followed in order to achieve a conventional music video. The concept of the narrative being a break down of a relationship is also typically used as it is evident in many videos of the pop genre. Goodwin's theory also mentions intertextual references. This will be used in the music video through the use of an I-phone which is also a form of product placement. The I-phone doesn't necessarily have strong connotations however it is simply used to illustrate the narrative i.e. the female receiving a message which connotes infidelity. Therefore the iconography as well as the location that has been involved in the planning of the music video has been highly considered in order to contribute to an effective video that aims to create an impact on the audience.

The mise-en-scene i.e. setting and iconography of the video allows the target audience to build a relationship with the artist. Through the setting, the audience is able to focus on the artist,for example the simplicity of the studio room allows the audience to focus on the artist and his talent alone rather than focusing upon the background. Flashbacks which take place in a bedroom setting allow the audience to see the relationship between the artist and the female therefore providing an insight into the artist's life thus forming a relationship between the artist and the audience. The iconography such as the burning of the cards signifies the artist's pain and therefore also displays the emotions felt by the artist, helping the audience to further develop their understanding of the artist. 

Research into chosen music genre

The music genre chosen is pop which stands for popular music. This simply means the music video will be aimed at a mainstream audience.The genre was chosen on the basis of agreement within the group who felt this would be of of our interest. As the genre is mainstream, we have an understanding of the conventions and can therefore apply both Goodwin's theory as well as Dyer's theory. Research into a similar music genre (in regards to the music genre chosen for the music video that will be created) will provide an understanding of the codes and conventions. This will be achieved by an analysis of two similar artists, and an in-depth analysis of one of their music videos.

James Morrison - Broken Strings ft. Nelly Furtado

The music video to 'Broken Strings' directed by Micah Meisner  is mostly a performance based video that features the artist performing the track.  It is based in solely one location; a hotel room in which the artist is primarily seen sat on a bed. The most prominent iconography in the first scene is the guitar which emphasises the artist's talent whilst conforming to stereotypical genre conventions. The room displays simplicity with objects such as a standard television and a vase of flowers being significant towards the end of the video. The mirror is also a dominant element of the mise-en-scene as the artist's reflection is visible; conveying the idea of reflecting upon himself. This iconography is then used to establish the secondary artist of the video; Nelly Furtado. The female is behind the glass of the room which suggests she is intangible as opposed to present with the artist. This is suggestive of the artist's thoughts which further allows the audience to form a relationship with the artist through accessing his thoughts. The female's presence or lack of it is emphasised through a fade effect which contributes to the idea of her being intangible and therefore stresses the importance of the lyrics illustrating the artist's thoughts and emotions.

In order to illustrate the performance aspect of the music video, a panning shot is used. The shot revolves around the artist which means he is the main focus.This is also reinforced by the artist being positioned at the centre of the frame. As he is the main artist, the emphasis placed on him and his talent is conventional of music videos of the pop genre. Goodwin's theory which states a demand for close ups is also conformed to as close ups of the artist's facial expression are evident on numerous accounts in the video therefore allowing his emotions to be captured through the use of cinematography. Close ups allow the audience to build a relationship with the artist as they provide an insight into the artist's emotions and potentially his persona within the music industry. Mid shots of the artist with the guitar place emphasis on his talent which also allows the audience to focus mainly upon the lyrics and the performance aspect.

Through the analysis of the way in which James Morrison is presented, it is visible that he is of an 'ordinary' nature which conforms to Dyer's theory. This is evident by his loose hair and causal style clothing. This allows the audience to view the artist as someone they are able to relate to through the use of the lyrics of 'Broken Strings'. However the 'extraordinary' element of the Dyer paradox is also evident as the artist is successful which is illustrated by his voice and therefore ensures his success within the music industry. The target audience of James Morrison is likely to consist of young adults and potentially adults as the artist is of a pop genre which suits individuals of those ages. His target audience involves both males and females due to the nature of the song. The topic being relationships is conventional of the genre and is therefore likely to appeal to a wide audience.

The narrative aspect is also a significant aspect of the music video as it portrays the lyrics and therefore promotes the song itself by providing the audience with an understanding of the lyrics. The video aims to capture a relationship in which the individuals keep "running back through the fire when there's nothing left to save" which refers to attempting to save a relationship that cannot be saved. The female behind the glass isn't initially revealed yet surrounded by low key lighting which has negative connotations and may potentially suggest the artist's unhappiness. A fade effect is then used to establish the female whilst she performs fragments of the lyrics. The editing is used to display the lyrics which refer to "ruins of us' therefore conforming to Goodwin's theory which mentions a relationship between the lyrics and visuals. Although the artist and the female are separated by the wall, they simultaneously perform the song; conveying their connection of them both feeling pain due to the break down of the relationship. This is reinforced by the male and female both placing their hand on the mirror from the opposite sides as if to suggest they are touching.


The narrative then evolves as the objects in the hotel room begin to break, the reversed explosions being inspired by the film 'Insignificance'. This conforms to Goodwin's theory as it is an inter textual reference. The smashing of the objects is used to signify the breakdown of the relationship. The visuals and lyrics are parallel therefore further conforming to Goodwin's theory. In terms of editing, a green screen is used to illustrate the hotel room going up in flames. The artist simply remains sat on the bed performing whilst the background behind him goes up is on fire. The editing is used to show the build up of the lyrics in which the artist aims to express his pain; fire having a connotation of getting hurt. The music video then ends in everything going back to normal and the female fading away. This further reinforces the events being a figment of the artist's thought process as opposed to actual happenings.

Demi Lovato - Give your heart a break 

The music video to 'Give your heart a break' directed by Justin Francis aims to illustrate the female artist attempting to win over her on screen love interest. Flashbacks of the male and female are shown to convey the happiness felt prior to arguing which is also displayed in the music video. A contrast is therefore created between the flashbacks and the present tense of the video. This is reinforced by the colours present throughout the video. The performance aspect involves the artist being dressed in dark colours that may potentially have negative connotations whilst the narrative illustrates colours of a light nature therefore conveying the purity of the relationship. The editing is also used to display the difference between the happiness felt by the male and female against them arguing. The flashbacks are edited in a way that emphasises the light therefore they appear to be brighter than shots of the male and female alone whilst in an argument. 

An establishing shot is used at the beginning of the music video; illustrating the female artist trying to get hold of the male. The phone is therefore effective iconography as it presents the importance of technology, emphasising the song being current and appealing to younger viewers. The female artist wearing casual clothing as well as being in a normal bedroom setting emphasises an ordinary representation of the artist the music video aims to portray. The artist image therefore conforms to Richard Dyer's star theory in which the star is ordinary as well as extra ordinary to the consumer. The way in which the artist is presented allows the audience to relate to her however her talent which is visible due to her vocally performing highlights the extra ordinary aspect of her which contributes to her fame.


Photographs act as the most significant iconography within the music video. The female artist is seen looking through the photos such as one where the caption 'the day we met' is present; emphasising the memories of the male and female's relationship. The photos have a positive connotation as they represent what the relationship could be. However the male placing a photo frame containing a photo of himself with the female downwards presents his pain and desire to get away from the relationship. This further creates a contrast between the emotions felt by the two individuals at the two different stages in the relationship. The video revolves around photos; firstly the artist is seen collecting the photos from around her house, she then packs them into a bag which she carries whilst performing. The photos are then placed on a wall whilst flashbacks display the memories of certain photos. At the end of the video, a collage of all photos together is revealed to the audience as well as the male love interest in at attempt to get over the argument and start again.

According to Goodwin's theory, there is a demand for close ups of the artist. The demand is met on various accounts in the music video. The close ups allow the audience to gain an understanding of the artist's emotions which then allows them to relate or potentially emphasise, overall enabling them to form a relationship with the artist. Close ups also place focus on the artist who is the main and most important aspect of the music video. This therefore emphasises the artist's vocal talent. Due to the song referring to a break up, the audience is most likely to involve young adults. However due to Demi Lovato being a known actress of the Disney network, acquiring her fame through appearing in shows such as 'So Random' , she is likely to have loyal fans of young ages therefore the song is also likely to target a young audience.

Goodwin's theory also mentions the style of the music video to be highly important. The music video involves both the performance as well as narrative aspect which is conventional of the pop genre. The two aspects are evenly interwoven with the artist performing against a dark background in an outdoor location. The narrative is present throughout the music video in which both flashbacks of the male and female as well as them arguing in the present tense of the video is evident. The nature of the song being a break up is also a convention of the genre as many songs refer to this topic therefore appealing to the target market. The artist is presented in a positive way which is expected seeing as the video aims to promote the artist to the audience. She is therefore seen attempting to rebuild the relationship, the lyrics 'Wanna give your heart a break' are parallel to her actions such as creating the collage which shows her dedication to the male. The relationship between the lyrics and visuals also conforms to Goodwin's theory.

Summary
Research into the chosen music genre will assist with planning the music video as it provided me with knowledge regarding the conventions of video of the pop genre. I am therefore aware of the mise-en-scene,editing styles, camera shots as well as how the videos conform to mainstream theories. Analysing two videos had developed my understanding of the genre and how it appeals to an audience. I have also gained inspiration as to what could potentially be involved in the music video that will be produced by me and my group members.

Research into chosen artist

Introduction

Research will be carried out regarding the chosen music artist in order to gain an understanding of the artist's image. The representations of the artists will be explored and examples of different stages of their career will be given.The way in which the artist is presented relies on the micro elements seen in music videos released for promotional purposes of his song and so one video will be analysed. This will allow an in depth understanding of the way the record label aims to present the artist and the values they aim to convey. The chosen artist is James Arthur who is a newly established artist in the pop industry. He is the chosen artist as it was decided that he was of an interest to all members of the group. His first single 'Impossible' is an effective song as it consists of a variety verses and a repetitive chorus which can feature different scenes and infer different aspects of a relationship.

Artist profile
James Andrew Arthur  was born on the 2nd March 1988 in Middlesbrough. He is a British singer and musician who acquired fame by winning the ninth series of X Factor, a talent seeking programme, in 2012. His single 'Impossible' debuted at number one on the UK singles chart after it's release. It has gone on to sell around 1.2 million copies in the UK making it the second most successful winner's single. Arthur had been writing and recording songs since he was 15 as an unsigned artist both solo and in bands. It was only until X-factor that he was discovered and began a career, backed by Simon Cowell's record label Syco. His second single "You're Nobody 'til Somebody Loves You" was released to UK radio stations on the 9th September 2013.

Artist music video analysis

James Arthur's single "You're nobody till somebody loves you" was released as the official lead single of the artist's first album. The video features the artist playing with a full band therefore it is highly performance based. The artist is on a stage built in the middle of the street. The band quickly draw the attention of a variety of residents including a group of girls and a group of bikers. The diversity of the people present James Arthur as a welcoming person which does not display any signs of arrogance due to his success. Alternatively, he is presented as though he's on the same level as the people surrounding him which places emphasis on the idea of him using his talent for entertainment purposes.

In relation to Dyer's theory, James Arthur displays the most common values of a star image such as originality, youthfulness and talent which is emphasised by the performance aspect of the video. His image can be applied to the paradox of the theory which states the star must be simultaneously ordinary and extra-ordinary for the consumer. James Arthur is ordinary due to the way he interacts with the audience in the music video as well as his attitude and appearance. His casual clothing doesn't necessarily depict him in a contrasting way when compared to the other individuals featured. However he can also be deemed as extra-ordinary by his target audience due to his performance in which his talent is evident; both as a singer and musician.

Goodwin's theory can also be applied to the music video as it conforms to many of the elements mentioned. The theory states that most mainstream videos infer a relationship between the lyrics and visuals. This is visible in the video as the lyrics "It's hard times when nobody wants you" illustrate James Arthur's struggle to get to where he is today. This is illustrated by the urban location of the music video i.e. a run down street. This infers his background to the audience which emphasises the contrast between his past and present life.The demand for the record label to include the need for close ups of the artist is also met which conforms to the theory. This allows the audience to focus on the artist's facial expression when performing and therefore relate to the lyrics.

Although James Arthur is an artist of the pop genre, in the video he is presented with an edge. This is signified by his tattoos which show a rougher side to the artist. His black clothing connotes rebellion which presents him in quite an alternative way. This conforms to the rock-pop genre which he conveys in his songs. He is dressed in plain clothing which can potentially convey the simplicity of the music video; the artist simply performing allowing the audience to focus on his talent. The way he is presented illustrates his down to earth personality which the audience can relate to. This therefore allows the audience to gain an insight into the artist. Although the artist is 'ordinary' which conforms to Dyer's theory, he is the main focus of the music video throughout its duration. The artist is typically positioned at the centre of the frame which signifies his importance. It also allows the audience to concentrate on the artist, building a relationship with him as an individual.

The target audience of James Arthur's 'You're nobody till somebody loves you' consists of teenagers/young adults/adults. The audience is broad due to the pop genre being mainstream and therefore aimed at a variety of individuals. The song gender isn't biased and is likely to appeal to both males and females which broadens its target market. This is evident through the elements incorporated in the music video such as the location being a street full of diverse individuals together therefore connoting a sense of unity; suggesting that music unifies individuals who may not have anything in common, also emphasising the artist's ability to bring people together. The artist himself isn't presented as arrogant to signify his newly found fame but as a 'normal' individual who is simply displaying his talent. The likeable personality of the artist presents him in a positive way and therefore encourages the audience of the pop genre to have in interest in the artist.

The style of the music video is 90% performance and 10% narrative. The performance aspect allows the audience to be entertained by the artist performing which is what the artist has been established for. However through the lyrics, the audience is also able to form a relationship with James Arthur as they are able to gain an understanding of his life and him alone. His representation also provides the audience with more understanding regarding the artist's personality.The narrative element of the music isn't necessarily as evident however it does display the diversity amongst people which infers the idea of music having an ability to unify. It also conveys a sense of the artist being loved which links to the lyrics.

One of the elements of iconography in the music video is British flag which connotes a sense of patriotism. This is reinforced by a variety of people together on one street which conveys a sense of community. The location reinforces the idea of a struggle due to it being a dreary urban area consisting of individuals dressed in clothing which does not convey wealth or class. Despite this, a strong sense of joy is conveyed. This is further shown by the high key lighting due to the location being outdoor.The instruments also act as significant iconography as they display the efforts of the band.

The music video features a variety of camera shots. The most prominent camera shots are close ups which emphasise the different individuals. However close up shots and extreme close ups also demonstrate the artist which places emphasis on the performance and therefore on the artist's talent. A tracking shot of James Arthur entering the stage emphasises his presence and allows the audience to focus on the artist. Whilst he performs, the camera movement is unsteady which infers the entertainment aspect of the video.

Summary
By researching the chosen music artist, I have gained an awareness of the image that should be presented within the music video. As James Arthur is a newly established artist, it is difficult to recognise the style evident in most videos due to there being only one video that can be analysed. However James Arthur's ordinary image which the audience is able to relate to will be sustained. The production of the music video will take into account the way in which the record label aims to present him. Therefore his image won't be changed however it may be developed as the video aims to convey a relationship which will illustrate the artist's life enabling the audience to form a relationship. An understanding of the artist will assist with planning the music video as the artist has to be presented in a certain way therefore the narrative has to suit the artist's style.

Target audience research - evaluation

What is the purpose of a target audience? A target audience is the intended group for which something is performed or marketed. The target audience is significant as it determines what is included. In terms of music videos, the mise-en-scene as well as the representation of the artist must suit the audience by following the expectations and conventions typically seen in music videos of that genre. If the music video disregards the expectations of the audience, they audience will not be interested in viewing the video which then fails to promote the artist.

What types of research did you carry out and why?
The research that was carried out involves a questionnaire, pie charts and a vox pop. The questionnaire consist of 10 questions which refer to the mise-en-scene, the artist and music videos in general. As it was given out to a variety of individuals, the results provide a reliable overview of the audience and what they seek. The results obtained were then illustrated through the use of pie charts which allow all group members to have a clear understanding of what the majority of the target market want. To give a broader overview of target audience, a vox pop was also carried out as it allowed more questions to be asked, widening the sample that took part in the research stage. It also consisted of open questions which provided qualitative data. Primary research overall is recent as well as reliable and allows the questions to be modified in order to receive the needed information.

How many people did you survey and why?
Overall, 46 participants took part in the research stage. The questionnaire was distributed amongst 40 individuals whilst the vox pops was directed at 6 individuals. The sample consists of both males and females of varied ages which provides an accurate overview of what the audience seek in music videos. The sample can therefore be generalised to the wider market. The results are therefore reliable and can be used in order to decide upon the elements of the music video. This will therefore help in targeting the market successfully. 

Were the vox pops successful and how will they assist you with planning your music video?
The vox pop were successful as they provided us with information regarding the expectations of music videos as well as what they seek whilst viewing them. The results were beneficial as they extended our knowledge of the target market which we can apply in the planning and production stage. As we are aware of the codes and conventions, we are more likely to produce a music video which the viewers find effective. The ideas we had were also put forward to the sample of people questioned in order to find out whether the ideas were worth incorporating eg. the use of fire. The results illustrated a preference in videos with a motif or a hidden meaning therefore it was agreed cards as well as fire would be used.

Pick 3 different questions and discuss the results that you received. Explain how your results will assist you and your group with planning the music video
In the vox pop, the question "What do you expect to see in the pop genre?" was directed at three different individuals.The answers received are "A breakdown of a relationship", "A narrative displaying the lyrics and the artist performing" and lastly "A video that provides morals and values". This is in agreement with the proposed plan of the music video. The video will feature a relationship which is a concept commonly featured in music videos of the pop genre. The narrative aspect will be significant in the video whilst the performance of the artist will allow the audience to form a relationship with the artist himself. The video will also aim to convey morals through the use of iconography such as the cards.

The question "Have you heard of James Arthur" asked both in the vox pop aswell as questionnaire clearly shows the majority of those who participated in the research said "yes" and therefore are aware of the artist. This is important as the pop genre has a mainstream audience however an artist that is newly established and unknown may lead do limited views. However as James Arthur is known amongst the majority, a music video produced for his song will attract a wide audience.

The question "Do you prefer music videos that are conventional or diverse?" received results which show preference of a conventional music video which we aim to achieve in the production of our own video. Although diverse videos may be more complex and therefore spark interest, conventional videos allow the audience to form a relationship with the artist as they are able to relate to the lyrics which the video will aim to illustrate. Therefore a conventional video which involves genre characteristics will be most effective. The artist will also be portrayed similarly as in his previous video in order to sustain his star image.

Were there any answers that you had to reconsider and why?
The research conducted provided answers similar to those we expected. As the pop genre is aimed at a mainstream audience, it was chosen by the majority of the participants. Therefore by using James Arthur, an artist of the pop genre, a wide target market is ensured. When asked questions regarding the artist, the results clearly display that the majority of individuals that took part in the research are aware of both the artist as well as his single 'Impossible'.

Sub-cultures
A sub culture refers to a group of people who are united through common value systems and tastes such as clothes, music, politics etc. The values of subcultures involve either both conformity and rebellion such as a group of people who are positioned outside the mainstream and therefore go against what is considered to be popular. A sub culture may also have a similar attitude to capitalism and consumerism eg. materialism. They may follow traditional or neophyte (new) ideas.

Sub cultures are believed to have arised in varied ways as seen by three different theories. One theory proposed by Grant McCracken suggests the post-modern world is full of diversity, dynamism and creativity. He therefore believes that when looking at the array of values and ideologies, it is evident that we cannot say all sub-cultures come from one culture.This theory is opposed by the CCCS view which assumes that all subcultures come from one culture. This theory suggests that all sub cultures are formed as a reaction to the mainstream. It therefore disregards McCracken's belief of diversity, dynamism and creativity. The final theory proposed by Hebdige comes to the conclusion that although some people believe subcultures appear to be different, deep down they are the same. Hebdige states that by looking deeper, there is enough richness to warrant renaming 'sub cultures' as 'little cultures'.

As the genre of the chosen music video is pop, the theory that will best suit the music video is propsed by McCracken. The video will be conventional however it will be creative and dynamic through the use of editing and mise-en-scene therefore coinciding with his theory.

Target audience research - vox pop

http://www.youtube.com/watch?v=34rFsA5L64g

Vox pop stands for vox populi which is an interview with members of the general public. This was conducted as part of the research prior to the planning and development stage of the music video. Interviews were carried out with a variety of people. This acted as effective research as asking open questions provided qualitative data. When carrying out the vox pop, varied questions were formed and then asked. As they were different to those in the questionnaire, the research carried out is broad and provides an accurate perception of the target audience. This therefore allowed us to gain an understanding of what the audience would find appealing within a music video.It allows all members of the group to understand what the viewers expect and want from a video of the pop genre. The individuals who were interviewed consisted of 4 girls and 2 boys therefore the results can be generalised to both males and females. The music video will therefore appeal to both genders which is typical of the pop genre. The results obtained from carrying out the vox pop were discussed in order to decide as to what should be incorporated within the music video in order to build upon what was already decided. This part of the research therefore assisted us in the planning stage as it developed our knowledge of the audience and what they deem as an effective music video.

Target audience research - pie charts

Introduction
A pie chart is a circular chart divided into sectors, illustrating numerical data.The numerical data that was obtained through the questionnaires wasn't visually clear and so graphs were used to illustrate the results in a way that's easier to analyse. The findings are visual and so make it clear as to what the majority of the individuals view as most effective. This is because all the different choices are easily distinguishable due to the colours as well as layout.This provides a clear representation of the elements that can be used to suit the expectations of the target market.The results of the questionnaires are displayed in the pie-charts below. By using the charts, the identification of what is found to be most effective is simpler. This therefore enables the group to make decisions based upon the preferences of the audience and therefore target market. The suggestions provided by the audience were discussed within the group in order to develop what was already decided. By taking into consideration the views of those who participated in the questionnaire, the video is more likely to appeal to the audience by involving elements which they find appealing.

The questionnaire was distributed amongst a variety of people; both male and female. This avoids gender bias therefore the results can be generalised to the wider public. By involving both males and females, the results illustrate what is found to be effective amongst both genders therefore the music video that will be produced is more likely to appeal to a wide target audience.

The questionnaire was given out to individuals aged 14-40. A wide range of ages improves the accuracy of the results, therefore providing a reliable view of the audience and their preferences. The age which most most common is 17-19 due to having the opportunity to ask students since the questionnaire was conducted in a school environment.    

The preferred editing style of those who participated in the questionnaire is slow pace editing, fast paced editing being the second most common. The music video will therefore feature editing which varies in pace. Slow paced editing is effective in portraying the narrative aspect of the music video whilst faster paced editing will be used when the song increases in order to form a relationship between the music and visuals as mentioned in Goodwin's theory.

It is clearly visible that the majority of participants prefer a music video to feature a motif which is simply a reoccurring image or concept. In the music video, cards will act as the motif as they are able to infer varied connotations such as a game which can be linked to a relationship. The results of the questionnaire confirm that the use of a motif will be effective in regards to appealing to the target market.

The results show that the most common genre chosen was pop therefore this is the genre of the song which the music video will be produced for. The pop genre appeals to the majority of the individuals who participated in the questionnaire and therefore the music video will suit a mainstream audience. The pop genre involves conventions which are evident in many videos that have been analysed by members of the group. Our knowledge will therefore assist us in making a video which is conventional.

A video can either be conventional meaning it follows conventions and theories or diverse which refers to generic conventions being dismissed. The results of the questionnaire clearly display the majority of the sample prefer a music video to follow stereotypical conventions of a given genre. As the chosen genre i.e. pop is mainstream, a conventional video will be made as it allows the audience to relate to the narrative as opposed to lack understanding of the video is it was made to be diverse.

As illustrated by the pie chart, music videos are often watched and so have a wide audience depending on the genre. Most of the participants view 11-15 music videos per week which suggests they have an in-depth understanding of music videos and so have expectations of music videos which must be met.

The preferred style of a music video as suggested by the audience is narrative.This will be followed in the music video which is planned to be 70% narrative. As performance is the second most chosen aspect of a music video, 30% of the music video will depend upon performance of the artist playing the guitar as well as singing.

 

Although James Arthur is a newly established artist, it is clearly visible that he is known amongst the target audience. Only 10% of those given the questionnaire are unaware of the artist and so the music video will appeal to the majority.

Those who are aware of James Arthur were asked an open question which aims to find the single that is mostly preferred. The results show that 'Impossible' is the song which is favoured most and so it will be used within the music video.



Target audience research - questionnaire

 This post aims to demonstrate the purpose of a target audience through conducting a questionnaire. The questionnaire is important as it vital to have an understanding of what the audience want or order to satisfy their expectations. The findings of the questionnaire will assist the group in the planning and development stage of the music video. The questionnaire is conventional and consists of both closed and open questions to provide both qualitative as well as quantitative data. It considers a variety of aspects such as the genre, chosen artist as well as mise-en-scene, iconography and editing.

It was given out to 40 individuals, varying in both gender and age to provide a mixed audience. The results therefore represent the potential market and so can be generalised to the wider market. The answers with the majority of votes will enable decision-making regarding the music video. What is favoured by the audience will be used as a guideline for what will be found appealing by the audience in order to attract the target market. By carrying out primary research, the information is recent and reliable and provides ideas that can be used within the music video to suit the requirements of the audience. It provides research into the expectations of the audience which allows the group to produce a conventional video. The data that is gathered will be used to form pie charts in order to present the results in a clearer way.

The questionnaire was created by two members of the group; myself and Dipika. The two remaining individuals of the group were responsible for producing the pie charts in order to show the date we collected. This was done in order to ensure that all members had equal responsibility within the research stage. By surveying a total of 40 people, we gathered a variety of results which are accurate and therefore aid decision making. The results will enable us to create a video which appeals to the target audience by following the conventions of the pop genre as well as involving suggestions of the research. The questionnaire conducted is evident below.