Example of Target Audience

In order to show precisely the target audience of my production, I have produced a mock social media account for a person who is representative of my target audience.

The song for which I am making a music video is likely to appeal to teenagers and young adults, especially boys.

Here we see that Daniel is into pop/rock bands similar to The Hoosiers who produced the song I am making a video for: Muse, Paramore, Phantom Planet and Supergrass. These bands are also mostly fairly independent, again, similar to The Hoosiers.

From his messages, we can see that Daniel listens mostly to music on YouTube and Spotify because they are free, which is likely a draw to a student and his taste in music is reinforced.

Location Research

1897

The industrial area of Liverpool is an ideal location for the filming of the Victorian section of this music video since it's old brick building are reminiscent of those found in the 1800s.

Saltney Street, which is in this industrial area is perfect as it has an old brick wall on one side with interesting features like indentations and lower/destroyed  sections.

1937

For the 1937 section we will be filming indoors. we need a wall that looks like a wall found in buildings in the '30s so we will be using a wall in my house as the wallpaper is in the right style, so, with the correct lighting, it could look like an old building interior.

1957

We will be using the train station at Port Sunlight for the '50s. The station still looks old, but unlike the rest of Port Sunlight it does not look so old as to be more suitable in an earlier time period. The only immediate problem is that there are likely to be cars parked outside and, even if we can get a shot with no cars in it, there may be cars reflected in the windows.

1977

We plan on using Sedgefield Road for the '70s section since we have themed our '70s section after the 'skinhead' look, so the background of semi-detached council houses and storage sheds fits ideally.

2017

The big wheel in Liverpool is where we are planning on filming our music video in the modern day section. This is because this landmark is obviously modern and at night, when lit, looks interesting and, in the background can contribute to interesting lighting.

Targeting your target audience

Is Netflix taking over?

BARB Report 2016

Pros:
VOD - Video on Demand - can be watched whenever desired
More platforms to show content
Ability to target specialist or niche audiences
Ability for publisher to shop around to get a good deal in exchange a SVOD to show your video

Cons:
Piracy - issue for smaller artists (if you're the Beatles, you're fine)
So many platforms could mean you get paid less for your content
More platforms means more competition
Viewers expect more and the cost of making a music video increases
Many viewers don't pay for music anymore, they watch on sites like YouTube or download illegally

Example music video budgets:
Macklemore - Wings - $18269 - product placement for Nike shoes
Michael Jackson - Beat It - $150000
Michael Jackson and the Janet Jacksons - Scream - $10000000

Average studio music video budget: $200000 - $500000

If made professionally, we estimate our music video would cost approximately: $30000

It is difficult as an independent artist to compete with other established musicians who have become an established brand.

Plan storyboards

Permission

After receiving an email from the manager of The Hoosiers telling us that we needed to contact RCA Records, we hit a wall. We could not find an active email for RCA so we have had to contact them via Twitter:

Requesting permission

We have had to request permission to use this piece of music as it is not in the public domain. I have e-mailed the manager of the Hoosiers to request permission to use the song, but he has e-mailed back informing me that the band to not own the rights to the song themselves - it is owned by RCA Records. The manager did say that the song should be fine to use as long as we aren't intending to profit from it, which we aren't, but we are going to contact RCA Records anyway, just in case.

Mood board

I have put together a 'mood board' for our music video. The mood board basically consists of a number of pictures that capture the tone of our piece and give inspiration for things like costumes and locations. Since we are planning on having our music video span across multiple time periods, our mood board features images form a number of eras.

Third Day of Filming

Reshoots!

We used the third day of filming to reshoot the parts of Moreton's initial shooting day that did not go as desired. This was fairly simple for the 1970s section as it matched up perfectly with the first day of filming, the only issue was that we did not bring the polarising lens for the camera this time and we did use it for the first day of filming. Thankfully, the lense makes very little difference and the shots match up absolutely fine.

The difficulties came with the 1930s section. After a long time spent trying to replicate the lighting we had in the first shoot, we decided it could not be done. As a result, we had to reshoot the entire section to get the lighting to match. This wasn't too disheartening though because it mean't we got to add glasses to the costume, an afterthought I'd had to make Ryan look more like one of the Kray twins (Ronnie).

Song Choice

Music Video
We have decided on a song for which we will produce our music video.

The Hoosiers - Cops and Robbers

We have decided to make a music video for Cops and Robbers by The Hoosiers. We have reached this decision after a lengthy process of choosing other songs. We had originally considered the song Mad World by Gary Jules as the depressing tone allows for a simply made music video. We then decided to do Let Her Go by Passenger because, like Mad World it covers a depressing Topic but has faster music segments which allow for more interesting editing. We then realised, however, that folk songs will require performance segments and since we are all "musically challenged" we decided to pick something from the pop genre so we could do a purely narrative video. We also have a limited supply of women, so we wanted a pop song sung by a male vocalist. Cops and Robbers by The Hoosiers seemed the obvious choice since it had a clear narrative which we could interpret in several ways.

Representation of Disability

Band of Horses - The Funeral

Disability is rarely represented in music videos. When music videos do represent disability it is usually in a negative light. Occasionally, music videos will present the positive idea of disabled people overcoming their ailments, but they are normally presented as struggling. This music video by Band of Horses presents the depression in the expected negative light. The man focused upon in the video is suffering from depression which leads to him drinking to the point that he falls asleep behind the wheel of a car and dies in a car accident. Furthermore, the whole video is made to seem depressing since it is shot in black and white with a film grain effect which makes the footage seem older.