Research and Planning: Audience research

Research and Planning: Audience research

 Target audience for " Hold on":

• Rap fans.
• Age range (12-25) but mainly (13-18)
• More males than females (80/20) because the rappers are male and all the actors included in this music video are male. So it won't relate to both sexes.
• Most of the viewers will be British.
• Middle class and working class, people that want to be motivated.
• Likely to be educated at least to A Level with 60% at university or degree educated.
• Earnings should be around £15,000 to £52,000 a year. Middle class but mainly lower.
• Likely to live in towns and cities but not exclusively.
• Uses social media such as facebook, twitter, instagram, BBM, WhatsApp, etc.

Brands/lifestyle for Hall of Fame fans

• Apple
• Samsung
• KFC
• Monster Energy
• Nike
• Air Jordan
• Adidas
• XBOX ONE
• Coca Cola

Artist/song 
Skepta - Hold on

Music video concept

 A young male teenager has an ambition of becoming a professional athlete, he sees a spare lane in a race that's about to start, he looks confident, but loses the race badly. he doesn't know whether to carry on or give up. When he decides to keep going, he does push ups, sit ups, agility ladder exercises, etc. As the song gets close to the end he gets better and better at running.

Four comments I received about this concept
1) The athletics idea would seem much easier to pull of than the complicated football one. 

2) Make sure that the whole song isn't without effects. Make sure you include some visual effects, if not slow-motion or rewinds.
3) Work together and find one idea that we will both work with. 
4) Find a song that will fit the idea of the music video.

How I will use this feedback to change/develop my idea:

• We have both agreed on the athletics idea to stop arguing, get more work done, we also chose this idea because it's much easier to get right and pull off.
• We need to choose a song that will fit the idea of the music video, like "Hall of fame" by the script.
• We are going to use effects, but only when I am doing athletics.
• We can use the template for the music video of "Hold on" to make our own music video.

Existing product research

OK Go - I won't let you down - Creative concept

 This was an extremely creative and ambitious music video because of the following reasons:

it was all one shot.
there were 2,320 people doing different things with umbrellas to create large words and shapes from a bird's eye view.
it was set in a car park in Japan

Eminem - Guts Over Fear - Narrative

 The story of "Guts over Fear" starts with a man in a boxing suit staring into space, his heart pumping, then it says "6 months ago" the song is about a young man who looks around 20-30, who washes dishes in a resturant for his work. He hardly gets paid and his single father doesn't help him by making him feel like a disgrace and a failure. So he decides to start boxing, his first match is against an american how boxes him until he falls on the ground and can't stand. He keeps training and as the song goes into more of an optimistic mood, he gets more motivated, he goes against the same person as he lost to, and after two hits, he knocks him out. After that, it shows him back in the changing room in which the song had started, and he goes into an actual boxing match. 

Skepta - Hold on - Performance Element

 In "Hold on" by Skepta, there are two places where he's rapping to the song. The first location is in front of a stand that has the Great Britain flag on it, and the second location is in a seat in a stadium. These two  locations link to the narrative because in the music video, he is an athlete representing Britain, and the athletics stadium is obviously related to the narrative because he is running in the music video.

 Eminem - Rap God - Visual Effects

 In this music video, it starts with Eminem talking like a news reporter with a colorful moving background, as the beat comes in, the camera zooms out of the screen, to make it look as if it was a television screen. Near the middle of the song, it shows him surrounded by portals, and near the end of the song, Eminem is floating with all his surroundings being forced around him by wind, like an earthquake.  

 Mark Ronson - Uptown Funk - Camera Movement

 In "Uptown Funk" by Mark Ronson has a lot of different camera angles, there is a pan track when it shows Bruno Mars performing, close ups to show his face and there are shots that rotate to match the pace of the song and to prevent the music video from becoming a bit boring, if they didn't use as  much cuts and different types of shots, it would be much easier for someone to stop watching, because the whole song was Bruno Mars 
performing, this whole video is 4:30 minutes, and on average, there is a cut every 2 seconds.


 The Script - Hall of Fame ft. will.i.am - Mise-en-scene

 The start of this music video shows what the two characters are dreaming about, the boy is dreaming about becoming s boxer, and the girl is dreaming, seeing herself as a professional in ballet. The male character is woken up by getting his mum kicking the side of his bed, but the girl is woken up much more peacefully, it shows her reaching for her hearing aid. The male takes the trash away when he stops staring at a gang when the gang see him, they chase him and beat him badly and he goes to a boxing club. The girl starts at her ballet class and sees another girl eyeing her. When she does a la second turn and falls, she smirks at her. As the song goes on, they get better and better and by the end they are exactly where they were in their dream but in real life.

Rae Sremmurd - No type - Editing

 This music video has a lot of visual effects and 115 shots over 3:17 minutes, 197 seconds. The song itself is quite fast paced and so has a cut every 1.71 seconds.

 DJ Khaled - Hold You Down ft. Chris Brown, August Alsina, Future, Jeremih - Camera Movement

 This music video has around 132 slow zooms in 6:19 minutes, and includes around 30 pans and tracking shots, that are used to show the whole scene. This is an extremely slow-paced song and so it has around a cut every 3.5 seconds. The lack of shots in this music video is the reason it is so slow-paced.

 Macklemore & Ryan Lewis - Thrift Shop - Mise-en-scene

 At the start of this music video it shows Macklemore, Ryan Lewis, and all of the other customers come out from a thrift shop with all their shopping. Macklemore is on a scooter from the thrift shop and Ryan Lewis is on roller skates. The whole song is about how you don't need money to look good and so it shows a lot of cheap clothing. The features in particular is Macklemore's large fur coat and his batman onsie, the thrift shop, the streets, and his bedroom.