Before getting under way with creating our music videos, we thought we would do some more research into the idea of target audience. Each member of the class chose a music video that they personally admired. Theses were then handed into the teacher and each person remained anonymous as to they're choice. Three off the list were then chosen at random and played to the class. We were all told to take notes regarding our thoughts on the videos and then nominate somebody that we thought had chosen it, giving us some idea about our interpretation of what kind of person the music video is targeted at. At the end of the class the individuals who chose the videos that we had all seen were revealed, and it turned out that large portions of the class had guessed correctly with some even succeeding with all three. Some were able to guess through the fashion choices of the person they suspected showing how key clothing style is in relation to popular music. Also, some people were able to put two and two together based on how mainstream or 'indie' the music was, matching some of the videos with those who appeared to be more likely to listen to alternative music. This only goes to show the relevance of the topic this exercise is based around.
'Holding Onto Heaven' - Foxes
-Camera movements are free roaming which helps to create a dizzying, other-worldly effect. This coincides with the voice of the artist which has a similar grandeur and is reminiscent of Florence and the Machine.-Abstract dancing
-Stylistically interesting. Colour pallet is heavily directed towards pastel colours. The dress code of the artist is very alternative and possibly 'cute'. They're is certainly no example of 'male gaze' featured in the video as the artist is not dressed in a manor to appear sexy.
-Thematically unique with the kaleidoscope effect where we see the scene replicated and upside down within the shot. This possibly has some metaphorical relevance to the artist and her lyrics.
-The video is inviting to the audience. It is not obvious, however. This suggest the song has depth and is mature connoting it may be directed at an older female teen (15-19).
'Crazy in Love' - Beyoncé
-The video is fast paced and high intensity to coincide with the nature and rhythm of the video.
-It creates a fantasy image surrounding the singer and her body. A artist has been created that a person of almost any sexual orientation will be enticed to look at, either in a sense of idolising her or being sexually attracted to her. This acts as a valuable distraction from the fact that the video is extremely thematically dry and lacking in any real plot or substance.
-Important elements include the artists use of dance choreography and its relationship with the camera shots that have been chosen for specific times. Also, the variety of different outfits add interest and induce her persona as an 'icon'.
-Undoubtedly this video sells - both the persona of the artist and actual records. She is marketing not only through her talent but also her physical assets.
-Jay-Z goes some way in attracting a heterosexual male audience to the video while also creating controversy and talking points through the flirtatious and physical relationship seen with him and Beyoncé in the video, at a time when they were not confirmed as a couple. This inevitably creates hype.
'Up in the Air' - Thirty Seconds to Mars
-High concept and heavily stylised video. Reliant on abstract, overt imagery.
-Using a wealth of different elements/themes that add interest in a visual capacity - (Lion, wolf, dancers.)
-The cutting between shots at the beginning of the track is deliberately coinciding with the beat and pulse of the music creating a punchy atmosphere that is in the audiences face.
-Aims to be 'extreme' in various aspects such as set and content of the video. This helps it to connect with the high intensity sound of the song.
-In its tone it could be said to be raunchy and audacious which creates an aura of confidence around the band with the sense that they are being bold and sending a message of some kind. This is strong star image for a band to have as it suggests they are driving the way they want to be seen.
-I feel this video would target quirky teen girls with an interest in alternative music with a slight rock feel.
On reflection, this was a useful exercise honing in on the idea of target audience and further allowed me to watch some more genre's of music video that can potentially fuel my own ideas at a later time.
No comments:
Post a Comment