Research - Target audience

Research - Target audience research 

Rap fans:

Rap fans consist of mainly black males; however it has become more popular for white people in recent years and is typically between the ages of 14-30. There are also many females who enjoy rap music. Rap music is more popular with black people because the majority of artists are black and therefore they identify themselves with the artist. And their music was initially about the issues that happened to them.

Rock Fan:

The rock genre is mainly dominated by male audience, and not many female fans (but there are some). Rock fans are ranged between 16-45 years old. The rock audience is mainly older adults as the genre became popular when they were in the teenage group. Rock fans are stereotypically associated with having lots of tattoos, long hair, beards and using the iconic ‘rock’ hand gesture. They also typically own a lot of merchandise tops from their favourite bands. 

Pop:

Pop is the most popular genre of music. This is mainly dominated by females between the ages of 12-25. There are also male fans. Pop is largely promoted through the means of social media, music channels, advertisement and radio, which is why it is so popular. Pop fans mainly consist of young teenagers and are often found wearing a pop band/artist merchandise. 

R&B fans:

R&B have a slightly older target audience and is a mix of gender for fans. The ages are normally around 16-35. This high target audience could be due to the high amount of explicit content found in most songs. The majority of R&B fans are female, as many of the songs are about love and heartbreak which appeals to the female audience. Female artists however are often sexualised which leads to a higher male audience.

The target audience that will apply to our music video will be within the Pop genre. Our demographic audience will be category D/E and will be for the ages 14 - 25.

Researching Music Consumption

Researching music consumption

Candidate 1: Male 19

 

From this I have found out that adolescents regularly watch music videos and depend on the Internet to watch these. However is the Internet didn’t exists they would still be able to watch videos on another technology source, for example TV. He recognises that the pop genre represents their artist badly despite it being his favorite genre. 

Candidate 2: Female 24

From this I gathered that adults who range from 18-30 also watch YouTube videos online.  She also said that sometimes she watches the music videos on the TV when she wants to have the music louder and still watch the video. She also established that technology has contributed to the new way of watching music videos, as YouTube is extremely accessible on mobile phones, tablets, laptops and other forms of technology. However, she realizes that she doesn’t watch music videos that much anymore in comparison with an adolescent. She also recognizes that some music videos make artist look better than they are. 

Candidate 3: Female 43

From this I discovered that adults over the age of 35 hardly ever watch music videos especially on YouTube or any other form of online technology, this is because older adults aren’t as dependent on the internet because they didn’t have access to it growing up. She depends on the TV to listen and watch music videos, as she hasn’t tried to adapt to use the Internet, although she would rarely watch music videos. When I asked her how music videos represent artist she told me that if they are wealthy enough to spend a lot on their video it would be good, and portrays your popularity. 

Research - Special Effects

Special Effects

Green Screen - I have been researching how to use a green screen on YouTube. This clip was able to show us how to use a green screen using final cut pro. Music videos and films are very well known for using green screens as they are much easier to get a hold off and enables those who are editing to create a desired background and edit it. For example in many action movies where a city is 'destroyed' green screens are used for this to enable to editors to create this broken city. This is also a much cheaper option which is why music videos also use it a lot. The video taught me a variety of different techniques such as in order to change the background at a professional level the green screen must be crease free. If the green screen has a lot of creases in it, then it will not show a clear background, this is also the same for any marks left on the green screen. Secondly, in order to change the background you simply have to drag the desired background onto the video. However if your green screen is creased it can cause problems for the background. In order to achieve a professional standard you should also use 3 different angles of lighting. By using this 3 point lighting, it will appear more professional.  For my video however I will not need a green screen as we are planning on using a white and black background. However if this was to change I would know how to use a green screen to a professional level.

slow motion

I also have been researching how to use slow motion within final cut pro. Using slow motion could really benefit our video as it would add to the emotions of the videos as well as making the video look more professional. In order to create a professional outcome you need to find a very good place to start the slow motion and then cut the clip at the place you wish to begin the slow motion. Do the same for where you wish to end the slow motion. You then simply have to select the clip you wish to slow down and select the slow motion button. Depending on how slow you want the clip to be depends on the percentage you select. The percentage you can chose from include 50,25 and 10. This will also slow down any sound as well. In order to prevent this you must separate the visuals from the sound. Watching this has allowed me to develop my skills and I will now be able to slow down clips if  I wish to in editing the video.

Research - production company

Production company

The song
"Human" is a song which was by recorded by American singer-songwriter Christina Perri for her second studio album, Head or heart (2014). The song was written by Perri and Martin Johnson who also produced the song. It was released on November 18, 2013 as the lead single for the album.

Record Label

The record label 'Atlantic Records' and have signed artist such as Ed Sheeran, Flo Rida, Coldplay, Clean Bandit and many more.

The single

'Human' was a top 10 hit single and her top 40 entry. The song reached its millionth digital sale month in June 2014.

Coreography and Alter Ego

The video was directed by Elliot Sellers and features Perri as a robot sitting in a white room, with close-ups of the mechanics working inside of her body. As Perri begins to move, various body part are shown to be bionic. Towards the end of the video, Perri begins to transform from a machine into a human as sparks fall behind her; her tattoos reappear as a symbol of her individuality and her robotic heart begins to pump fluid around her body.

My own production company

My own production company will be very similar to Christina Perris production company, however the record label that will distribute my artist work will not be a major record label company, so it will be able to fit into our budget. My company will include partly the same style to the music video as it will have to same style to the music video.

Research - Music labels

Researching record labels:

Record labels are the companies that market recorded music and music videos. They engage in a wide range of functions in the music industry including new artist recruitment and development which is also known as A&R; music publishing and copyright enforcement. Marketing is one of a record label’s most important functions. This is because public awareness of the brand is the way that they make their money. Record labels are responsible for the copyright and promotion of artists and their products. As well as this they are to manage the distribution of the artist work. There are different types of labels from independent institutions which are small labels, too much bigger major institutions. Music labels have control over the publishing companies that control the productions, manufacturing, distribution, promotion, merchandise and enforcing the copyright of the sound recordings and the music videos. As of 2012 there are only three labels that can be referred to as "major labels" (Universal Music Group, Sony Music Entertainment and Warner Music Group)

Sony music entertainment;

Sony is the second largest of the “big four producers”. Sony music entertainment is a world’s recorded company that includes both local and international artists. It homes hundreds of artists from around the world through their numerous labels and studios that Sony own. Sony own some of the biggest singers; including Michael Jackson, Beyonce, Whitney Houston, Tina Turner and many more. Sony sells their music across a variety of media platforms which include, digitally, through websites such as itunes, play.com and other online retailers. Traditional ways, through the means of CD’s and streaming sites such as radio and spotify.

 Warner music group;

Warner music group is an American major label company and are located in the city of New York. Founded in 1958, they are one of the three biggest companies and have signed singers such as Madonna, Prince, Ed Sheeran, Michael Buble, Rod Stewart and more. The company owns and operates some of the largest and most successful record label in the world, including Atlantic records, Parlophone records and Warner Bros records. In 2008, The New York Times reported that WMG's Atlantic Records became the first major record label to generate more than half of its music sales in the U.S. from digital products. In 2008 Warner Music Group teamed with several other companies including Sony to create the concept of spotify where users can stream music. This was in aid to fight piracy with a legal way of streaming. However they pulled out of being a part of spotify in 2010. In 2010 WMG teamed with MTV networks and that allowed MTV networks to sell their adverts.

Universal music group:

Universal Music Group, Inc, Or more commonly known as UMG Recordings, Inc. (or UMG for short) is an American-French worldwide music corporation, UMG also owns, a music publishing group called Universal Music Publishing Group. Universal Music Group's global corporate headquarters is located in Monica, California, United States. Artist signed with UMG include; ABBA, Backstreet boys, Eminem, Taylor Swift and Take That. Universal Music Group co-developed Vevo, a site designed for music videos inspired by Hulu.com, which similarly, will allow for free, ad-supported streaming of music videos and other music content.