A2 Media Studies

For this task we had to create conventional aspects of music videos in order to practice with the equipment.  These conventions include: We used 2 different locations for this task including a stairway (to create effective tracking shots and high/low angles) and the greenroom to practice with high-key lighting, close-ups and lip-syncing. This process included lots of trial and error when it came to filming as sometimes the shot didn't come out as we expected it to. When it came to using the lighting we decided the best high-key lighting option would be to use the 3 soft-boxes. We used a key light to project light onto the right side of the subject. However, this then casted a shadow onto the left side. In order to fix this issue we used a fill light so that the whole subject was illuminated.  However, a back light was also used in order to pull the subject away from the background and make them appear 3-Dimensional. From this task I learned a great deal:

You need to create a health and safety grid to identify risks to both the artist and everybody else so that nobody is injured and so I don't get sued

The process of creating the animatic: I first uploaded my images and audio onto the software which put them in the bottom left hand corner box. In order to add them onto my timeline I had to drag and drop the images (to copy them across.)  I was able to change the positioning of my image so that a specific detail would be highlighted. This meant that I could zoom in on one of the boxes of my storyboard. This could be done by either increasing or decreasing the numbers in the motion section, of the top left hand box. I then placed my audio underneath the images so that i could make sure the timing of the music fit the timing of the still image. I then proceeded to copy across the rest of my images and adjust the timing and position of them (so that it fit the music). However, what I have realised after completing my first animatic is that I don't have enough shot types and that the shots I have decided are too long in duration. This reduces the entertai

1. mid-shot, plain background, on the phone - diegetic dialogue. this is used to develop the narrative. 2. extreme close up of the phone (pressing the 'end call' button.) Used to put emphasis on this and to signify the end of the relationship. Foley sound of the 'end call' noise. 3. 0:00 - 0:05 is an extreme long shot to show the full length of the artist. It is also used to emphasize the trees which also links the lyrics and visuals together as "lost" is represented through the use of the trees and the artist appearing to literally being lost. This is a reflection of the emotions. 4.  0:05 - 0:14 is a long shot to further emphasize being lost within the forest. 5. 0:14 - 0:20 is a mid shot. Between 0:00 - 0:20 lip-syncing is being used 6. 0:20 - 0:25 is an extreme close-up of the top half of the artist's face which is crying golden tears and is in slow motion (edited in post production) 7. 0:25 - 0:30 cuts to a close up of the art

To conduct my audience research I created a questionnaire. This contained both open and closed questions. The closed questions would provide me with quantitative data that I would be able to compare and the open questions gave me qualitative data that allowed me to see people's opinions. Results  80% of the participants identified as female. This therefore, fits my demographic as my target audience is primarily female. As a result, I have reached my target audience and their feedback will make sure that my ancillary texts and music video are catering to their needs. However, 20% of the participants were also Male. This means that I will also get some feedback from people who particularly don't listen to pop music but other data (such as Skynet and Ebert, 2016) shows that some males do listen to pop music.  The age demographic also fits my target audience. 80% of participants were between 16 and 21. This means that the feedback gained will help me design

There are different types of psychographic groups that can be used to generalize a group so that a product can be specified to them, so that the product is at maximum appeal to that group. The psychographic groups I will be targeting include the Mainstreamers, as they conform to society and pop music also tends to conform to society so therefore, my audience will be able to relate to/enjoy to the music and it's video. I will also target my music video at the Explorers as this would be typically students which are younger people, which is one of the biggest demographic groups for pop music. Marketers use behavioral psychology as a motivator in the decisions of a purchase of a product. Kotler (1973) stated that the actual product or service was only a small portion of the total consumption, the other part filled by the  atmosphere or which the product was purchased or consumed from.  Atmosphere as a marketing tool is defined  by Kotler as a space consciously crea

Demographics: Many streaming services (e.g. Spotify) have a short enrollment process which allows them to obtain some information about the consumer so that the type of music they supply is relevant to that individual.  This therefore suggests that age and gender can determine what type of music an individual prefers.  Gender differences A study done by Paul Lamere (2014) collected data from 200 thousand randomly selected consumers that have self-identified as either male or female. He tallied up the number of male and female listeners for each artist and then ranked the artists in order of listeners. Artists that appear as red do not rank on the opposite gender's top 40 Lamere's results show that there are gender differences between genre and music preference. This means that a music providing company can cater to a consumer if the gender is not provided. Therefore, we can determine which gender is more likely listen to a specific genre by looking at the artis

By looking at all the most successful artists from 1950 to 2014 we can track their origin.  The United States is the most dominant location for producing pop stars: 72.2% of pop stars between 1950-2014 were born in the U.S.  15.6% were born in the U.K.  5.56% comes from Canada However, more than 20% of the biggest stars were born in two cities: New york (14%) and London (7%) America's dominance over the creation of pop artists varied over time.  In the 1950's more than 90% of stars (e.g. Frank Sinatra.) By the 70's and 80's the share of stars was reduced by less than half and the U.K's share reached 30 to 40%.  The U.S. surged ahead in the past decade and is now the birthplace of around three-quarters of pop stars, based on the global success of pop music from artists like Jay Z and Beyoncé to Taylor Swift and Miley Cyrus. By using this information we can also establish where the majority of consumers are coming from and then the market

The music industry creates, manufactures and distributes music. In order for institutions to be successful they need to make sure their target audience is sustainable and they also need to make sure that their products are catering to their audience. The 4 bases of segmentation means that the products being created are specific and relevant to the target audience. Geographic - the market according to their location. An institution, that is multi-national and global businesses, may choose to alter the product, promotion and advertising of their products to meet the needs of a specific individual target audience. For example, a recording company wouldn't presume that Bollywood film soundtracks are big sellers in Australia. Instead the product would be focused on reaching the Indian community (for example, In India, Mumbai and even some parts of the UK)  Demographic - this is particularly useful in a practical sense. This means that the institution can target their product

Theme : As the song is mainly about love and heartbreak I want this to be reflected in the visuals of my video. The song is about a girl who's wondering what went wrong in her relationship and how they were both holding onto it even though they both knew it wasn't working but didn't want to admit it. At the end of the song the lyrics to the chorus change as the girl finally admits that their relationship isn't what it used to be. Characters: I want to have just the one female character as it is used to reinforce some of the lyrics E.g. "instead we're calling out for help" This suggests that she feels isolated from her partner because she feels like she can't talk to him anymore because he doesn't understand her situation. Location: I want to use 3 different locations to reinforce the connection between the lyrics and the visuals which will then create a stronger ideology. beach - This represents the overwhelming feeling of not