NEA Research Part 5 - Media Theory Research

In this post I am going to be researching media theories and why music artists use them in their videos. This is important because it will help me understand what things to add to the video to have an effect on the audience and to get them more engaged with the video and the message. After I've done this research I intent to learn how to put media theories into my music videos.

Product Style Profile

Sketches are very important in the planning and decision making process of creating a music video. This is because it will influence my stylistic decisions and alter things that I will put into my music video. 

Produce a short summary of content of your music video, would it be narrative based? Would it be performance based? Would you use both styles? Would you show the artist? Then you need to start writing either a shot list or a storyboard of potential shots you're going to use and their order.

In my music video I am aiming to have exciting content that looks joyous and has a bright colour scheme which will reflect the emotion of the video and to further exaggerate the mood of the lyrics. The video will be mostly narrative based as this is popular in the pop music video genre and this is the type of video that my audience prefers

NEA Planning Part 4 - Location information

The purpose of this task is for you to assess and identify the locations you're going to use for your photography/video.

In this task I will assess and identify the locations that I am going to use for my music video. 

Casting

My Website

This is the link to my final piece and my cross media product:

https://oseyilonge.wixsite.com/mymediasite


Below are images from my website:

Statement of Intent

Statement of Intent

Product 1:

I intend to use the ages 16-25 C1 to E target audience to tell the narrative of the music video as they would be culturally aligned with the story. I have chosen to set the video in the current time period because it is engaging for the 16-25 age range demographic. One way I have done this is by the characters in the video wearing modern clothes and by using props such as an IPhone as this is what people in that demographic wear and use. The briefs genre is Pop music – a genre that has always been popular amongst my chosen demographic. The song that I have chosen belongs to the afro-pop genre unlike the usual dance-pop songs that are being listened to today. By breaking this convention, it will allow me to engage with a wider range of my target audience. I will aim to achieve this by using an unorthodox style of editing, using an array of effects that portray a enjoyable and vibrant environment. For example, to convey confusion and dilemma for the main characters situation I will use an effect where the RGB is a frame behind the actual clip to give a glitchy effect. I also intend to further relate to my audience by having my characters wearing clothes that are the same C1 to E 16-25-year olds will be interested in. I will give a sense of branding through the use of the Sony Music logo to show how the new artist is part of a big label now.

Product 2:

For the website, I intend to use a very vibrant design to portray the artists personality. I will put the artists name (Yung Dave) at the top of the page in a Monoton font to keep consistency with the branding of the artist. In order to appeal to 16-25-year olds, I will use a combination of popular conventions that other pop artists use who also have similar audiences. These are conventions such as main page revolving round an image of the performer and also having social media links that would typically link to the artists social media profiles. My linking page will be to tour dates, music and the bio of the performer. I will also be portraying the institution (Sony) by displaying the logo around the website.

My Audience

My survey
https://www.surveymonkey.com/r/JV8BTDJ

My results
https://www.surveymonkey.com/analyze/zLqQuIl5EBJXUCkkJhvXovOuZaFJxo8mXL5045oOQmc_3D?tab_clicked=1

This result shows that over 50% of my audience prefer listening to pop music over other genres such as Rap, Rock and R&B. This is useful as it would aid me in choosing which conventions of specific genres to add into the video and how they the audience will respond to them. The audience will expect to see some things that are usually in pop music videos.

This is useful as it makes clear the type of lighting that the audience prefers to see in their favourite music videos. Instead of dim and low key lighting I will choose bright High Key lighting in the video. This is because it will meet the audiences expectations and so that there is a similarity which is something that Steve Neale says will keep the audience satisfied in his theory. This will alter my design of the video making the final product predominantly High Key lighting. 

These are things that the audience will expect to see in a music video.

Most of the audience will prefer a brighter colour scheme. This is due to most of them preferring to watch pop music videos. These are usually happy themed and the emotion is further exaggerated through the use of bright colours and high key lighting. This shows that the audience will prefer to see the same conventions that are in the pop music videos. This means that in my music video I am going to use bright colours to represent the message.

100% of the audience prefers narrative music videos. A narrative music video or story driven music video is a video that has a driving plot, theme or visual motif running through it that engages the audience, tells a story or drives a theme throughout the video. This means that I will try to put a story into the final video to support the lyrics.

My Audience - 
Gender - Female
Age - 16 - 18
Socio-economic class - Working/Middle
Likes - Bright Colours, Narrative, High Key Lighting, Pop Music, Pop Video conventions
Dislikes - Dark colours, Rock Music, Abstract Music Videos, Low Key Lighting