Target Audience Member Profile

Name: Tuesday Whybrow 

Age: 15

Occupation: Student

Class: Middle 

I chose to interview Tuesday as she is exactly the kind of person we are catering our music video towards. She is of the age we hope to get interested in our video and she likes Indie and Alternative music. You could say she fits in the Hipster demographic so this helps us even more.

What do you do in your spare time?:

 I like reading, watching films, listening to music and regular teenage stuff really. I ride when I can and spend a lot of time on tumblr.

Do you like Indie/Alternative music and why?: 

Yes I do, It is good to listen to something different for a change, and indie music has varied range of genres

Who are your favourite artists/bands?:

Frank Ocean, Bastille and Lorde.

Your favourite music video and why/:

Pompeii by Bastille. I like the enigma it brings and the unclear narrative. It keeps me guessing and it lets me think about it rather than it spoon feeding me.

What is the best and worst thing about Alternative/Indie music:

Best: There are so many different kinds of Indie and Alt music, there is always something good to listen to that fits my mood. It's not like Pop music where everything is the same.

Worst: It doesn't get the same praise Pop music does.

What do you expect to see in a music video?:

A good story, interesting plot and something that will stay in my mind long after I've watched it.

What is the worst thing about music videos?:

Needless dance routines with strobe lights, it doesn't contribute to the story and it is just unnecessary. 

Focus group

Target Audience Demographics

• Our target audience is people aged between 14- 22 however who associate themselves with the indie/hipster/alternative culture and its their sub cultures. Most of these if not all are students like us.
• They are likely to be interested in reading, writing, gigs and concerts, singing and making music which links into their fascination with music of the genre that we are working within. They consider themselves to be a cultured group of people so we would have to cater to their tastes. This information was found from spending a lot of time around such people and websites like UK Tribes.
• Their fashion sense is of the average hipster/indie people of today, plaid shirts, converse, vintage jackets from the 90's and 80's. They like to associate themselves with the past.
• They are quite sociable however they are not afraid to be independent as that is what the entire culture is based on, independence and individuality. 

Artists permission

We sent this to the artists of our chosen song to make sure they were okay with us using their work in our production.

The Pitch

The pitch went well. I did ramble on but I wanted all of the ideas that were swarming my mind to be released. The feedback was helpfull and just good in general. We felt no negativity fromt the rest of the class so from this feedback I can only assume that they think our idea is of a good standard. Most of the class like the song and it is one they are familiar with as we play it at any chance we can get. I feel like the next step which is focus groups and target audience should give us a much broader view on what people to think to our song.

Conventions of Alternative/Indie music videos

Early Ideas

Our first thoughts were to create a narrative video with the start following 4-6 characters working in boring jobs cross cutting from one to another.
Then (continuing with the cross cutting) we see them all travelling separately to one area using different transport (train/bus/bike) until they reach one location (we're thinking Hubbard's Hills) where its revealed that they're all friends who realise that they're most happy when they're all together ('On top of the world') 
We're then thinking of having a slow motion water fight using the river in in Hubbard's Hills capturing happy times with a real sense of them being 'On top on the world' (linking into the lyrics of the song.) 

For casting we're asking the drama department whether the year 13's are happy to act in our music video as they have the most experience in acting so therefore our video will look less awkward.
We're also looking into challenging generic conventions by not having a performance based video and sticking to narrative to emphasise the storyline of our video.

Conventions of music videos

group

The group I am working in for this music video consists of 4 people, including myself. Im working with Jess Bell, Vicky Pritchard and Rebecca Scuffham who I worked on my AS level media work. I feel like we have a strong group with simmilar views and ideas on how the music video should look and so far we have been cooperating really well. Im looking forward to it because I have never colaberated with Jess or Vicky before and I know how well me and Bex work together. We all have come to the conclusion that the music video will be narrative rather than conceptual or performance based and ever since the inception of our video we have been brainstorming every lesson on possible ways to approach the video.

"On Top of the World" - Imagine Dragons (Lyrics analysis)

The song is about celebrating your achievements after struggling to achieve them but persevering and pushing on forward to accomplish your goals. most of the lyrics in this song are interpreted as metaphors though having meanings all by themselves.

If you love somebody
Better tell them why they're here 'cause
They just may run away from you
(if you have a dream then chase it rather than

sit around just talking about it)
You'll never know what went well
Then again it just depends on
How long of time is left for you
(you don't know how close you are to achieving

your goals)
I've had the highest mountains
I've had the deepest rivers
You can have it all but life keeps moving

(They've had highs and lows throughout their life

 and you should just learn to get on with it and move

 forward with life.)

Now take it in but don't look down
(take my advice,don't worry and persevere)
'Cause I'm on top of the world, 'ey
I'm on top of the world, 'ey
Waiting on this for a while now
Paying my dues to the dirt
I've been waiting to smile, 'ey
Been holding it in for a while, 'ey
Take it with me if I can
Been dreaming of this since a child
I'm on top of the world
(after all the struggles and hardships they finally

achieved what they've always wanted)
I've tried to cut these corners
Try to take the easy way out
I kept on falling short of something
(I tried to look for something easier or give up)
I coulda gave up then but
Then again I couldn't have 'cause
I've travelled all this way for something
(I have come to far and worked to hard to give up now)
Now take it in but don't look down
(take my advice, don't worry and persevere )
'Cause I'm on top of the world, 'ey
I'm on top of the world, 'ey
Waiting on this for a while now
Paying my dues to the dirt
I've been waiting to smile, 'ey
Been holding it in for a while, 'ey
Take it with me if I can
Been dreaming of this since a child
I'm on top of the world
(after all the struggles and hardships we finally

achieved what they've always wanted)
'Cause I'm on top of the world, 'ey
I'm on top of the world, 'ey
Waiting on this for a while now
Paying my dues to the dirt
I've been waiting to smile, 'ey
Been holding it in for a while, 'ey
Take it with me if I can
Been dreaming of this since a child
(after all the struggles and hardships they finally

 achieved what they always wanted)
And I know it's hard when you're falling down
And it's a long way up when you hit the ground
Get up now, get up, get up now


And I know it's hard when you're falling down
And it's a long way up when you hit the ground
Get up now, get up, get up now
(I know times are tough and life is hard but you have
to get back up and keep trying until you succeed)
'Cause I'm on top of the world, 'ey
I'm on top of the world, 'ey
Waiting on this for a while now
Paying my dues to the dirt
I've been waiting to smile, 'ey
Been holding it in for a while, 'ey
Take it with me if I can
Been dreaming of this since a child
I'm on top of the world
(after all the struggles and hardships we finally
achieved what they always wanted) 

Brief

A promotion package for the release of an album, to include a music promo video, together the following two options:

 

• a digipak for the album’s release;

 

• a magazine advertisement for the digipak.