AUDIENCE ANALYSIS

DYLAN KOOLMAN

RESEARCH

WHAT GENRE DOES THE SONG BELONG TO?•INDIE (PASTEL/GRUNGE YOUTH)

WHAT CONVENTIONS OF THAT GENRE ARE YOU GOING TO USE?• AESTHETIC EDITING AND

DESIGN • DARKER CLOTHING 

• MIMETIC AS OPPOSED TO ARTIFICIAL OR STYLISED SETTING• YOUTH STEREOTYPES

• DRUGS• ALCOHOL• FREEDOM

• NARRATIVE (LOOSELY)

WHAT CONVENTIONS OF THAT GENRE ARE YOU GOING TO CHALLENGE?• USING GRUNGE WITH PASTEL EFFECTS

• LACK OF LIVE PERFORMANCE

• SHOTS THAT ONLY COMPLY WITH THE SPEED OF THE

SONG I.E. MOST INDIE SONGS HAVE SLOW SHOTS FOR

SLOW SONGS AND FAST SHOTS FOR FAST SONGS ONLY,

HOWEVER WE WILL MIX IN DIFFERENT SHOT

DURATIONS

WHICH RECORD COMPANY WOULD RELEASE YOUR VIDEO?

RCA RECORDS GRAND JURY MUSIC 300 ENTERTAINMENT

WHAT REPRESENTATIONS ARE YOU GOING TO INCLUDE?

• YOUTH

• GENDER

• ETHNICITY

• SEXUALITY

HOW WILL YOU REPRESENT YOUR ARTIST?• THE "ARTISTS" WITHIN THE MUSIC VIDEOS WILL BE

IN ATTIRE THAT CONFORMS WITH THE GENDER CONVENTIONS OF INDIE MUSIC, FOR EXAMPLE PREDOMINANTLY DARK CLOTHES, STRIKING MAKE UP, SIMPLISTIC BUT STYLISTIC JEWELLERY, JEANS, OVER-SIZED JACKETS, BOOTS ETC. • WE WON'T HAVE AN ARTIST FOR THE MUSIC VIDEO.

MOST OF THE SHOTS WILL BE CLOSE UPS OF THE ACTORS, WHICH CONFORMS TO THE GENRE OF INDIE MUSIC, HOWEVER WE WILL ALSO HAVE SHOTS THAT SHOW THE ACTORS IN A VARIETY OF SHOTS WITH OTHER PEOPLE

SUNDARA KARMA

WHAT TYPE OF VIDEO ARE YOU GOING TO PRODUCE?

• THEMATIC AND SYMBOLIC WITH A LOOSE NARRATIVE

WHAT CHANNELS WOULD YOUR VIDEO APPEAR ON?

• INDI MUSIC TV• VILANOISE TV• NOT MAINLY FEATURED - INDEPENDENT. SOCIAL MEDIA AND YOUTUBE ARE

VERY PROMINENT IN THEIR APPEARANCE OF INDIE MUSIC VIDEOS

DEMOGRAPHICS GEARS CLASSIFICAT

ION

GENDER

• WITHIN THE MUSIC VIDEO, GENDER IS NOT DEPICTED AS A FACTOR OF IMPORTANCE DUE TO THE THEME OF YOUTH TRANSCENDING THE BARRIERS OF GENDER. THEREFORE WE ARE NOT SPECIFYING OUR MUSIC VIDEO TO ANY GENDER. 

ETHNICITY

• THE THEME OF BEING INCLUSIVE EXTENDS HERE AS WELL AND AS A RESULT, THE MUSIC VIDEO IS NOT BEING MADE TO APPEAL TO A SPECIFIC ETHNICITY. THE CASTING OF THE PEOPLE IN THE MUSIC VIDEO WILL BE IMPORTANT IN CONVEYING THIS MESSAGE.

AGE

• OUR TARGET AUDIENCE IS BETWEEN 14-24 DUE TO THE THEMES PRESENTED WITHIN THE VIDEO REPRESENTING THE LATER VERSION OF YOUTH AS OPPOSED TO THE EARLIER STAGE. 

REGION/NATIONALITY

• THE YOUTH THAT WE ARE PRESENTING CONFORMS MAINLY TO WESTERN SOCIETY DUE TO THE THEMES EXPRESSED IN THE VIDEO, HOWEVER, IT MAY ALSO APPEAL TO THOSE IN EASTERN CULTURES IN TERMS OF RELATING TO THE COLLECTIVE IDENTITY OF YOUTH. 

SOCIO-ECONOMIC CLASS

• OUR MUSIC VIDEO WOULD MOST LIKELY APPEAL

TO THOSE WITHIN THE SOCIAL GRADE OF C1 - E

PSYCHOGRAPHICS: YOUNG AND

RUBICAN CLASSIFICATION

EXPLORER: NEED FOR DISCOVERY• YOUNG IN NATURE• CONFORM - TARGET

AUDIENCE AS WELL AS CASTING IS DIRECTED TOWARDS YOUTH

• DRIVEN BY DISCOVERY, CHALLENGE AND NEW FRONTIERS• CONFORM - OUTDOOR

LOCATIONS, ADULT THEMES AND ACTIVITIES SHOW THIS

• FIRST TO TRY THINGS OUT

• SUBVERT - THE TEENS DOING ACTIVITIES THAT HAVE BEEN AROUND FOR A LONG TIME

• RESPOND TO BRANDS THAT ARE NEW IN SEASON• SUBVERT - THE TEENS

ARE WEARING INDIE CLOTHES WHICH AREN'T A NEW BRAND THEY'RE JUST SEEN AS LESS POPULAR

REFORMERS: NEED FOR ENLIGHTENMENT• WON'T BUY THINGS JUST BECAUSE

THEY'RE NEW• CONFORM - THE ACTORS

WOULD BE WEARING CLOTHES THAT WOULDN'T NECESSARILY BE THE NEWEST IN FASHION

• VALUE INDEPENDENCE• CONFORM - THE TEENS

SHOWN WOULD BE ON THEIR OWN IN THEIR FRIENDSHIP GROUP AND WOULD BE FREE TO TRY AND EXPERIMENT WITH WHATEVER THEY WISHED (E.G. ALCOHOL, CIGARETTES ETC.)

• SUBVERT - THE TEENS WOULD BE IN A GROUP

• PERCEIVED AS INTELLECTUAL• SUBVERT -  THE RECKLESS

BEHAVIOUR THAT THE TEENS EXHIBIT CAN BE CLASSIFIED AS STUPIDITY

• LEADING THE EDGE OF SOCIETY• CONFORM - THE TEENS

WOULD BE PEOPLE WHO ARE THE LIBERAL AND MODERN

• SEEK OUT AUTHENTICITY AND HARMONY• CONFORM - THE FRIENDSHIP

GROUP SHOWN• SOCIALLY AWARE

• CONFORM -  THE EQUALITY WITHIN THE THEMES SHOWN EXEMPLIFY HOW THE CHARACTERS ARE AWARE OF THE INJUSTICES IN THE WORLD

• TOLERANT• CONFORM - THE DIVERSITY

OF THE GROUP, THE LGBTQ+ FLAG BLANKET THAT THEY HAVE AND THE ACCEPTANCE OF PEOPLE'S WAYS (E.G. THOSE WHO SMOKE)

STRUGGLERS: NEED FOR ESCAPE• PREFER TO WIN THE

LOTTERY AS OPPOSED TO WORKING FOR IT

• N/A - DOESN'T APPLY TO THE VIDEO

• SEEN AS VICTIMS, LOSERS AND WASTERS• CONFORM - THE

GROUP ARE SEEN AS THE OUTSIDERS OF SOCIETY

• ALCOHOL AND JUNK FOOD• CONFORM -

DRINKING AND SMOKING IN THE

VIDEO

• AIMLESS AND DISORGANISED• CONFORM - THE

LOCATIONS THAT THEY GO TO DOESN'T HAVE RESTRICTIONS

• MAKE FEW PLANS• CONFORM - THE

ACTIVITIES THAT THEY DO DOESN'T HAVE A TIME CONSTRAINT

• LIVE FOR TODAY• CONFORM - THE

RELAXED ATMOSPHERE

AND THE "LOVING LIFE" ATTITUDE DEMONSTRATES A CARE-FREE OUTLOOK

• ONLY HAVE THEIR OWN PHYSICAL SKILLS• N/A - NOT

SHOWN WITHIN THE VIDEO

• VISUAL AND PHYSICAL IMPACTS ARE IMPORTANT FOR THEIR BRAND CHOICES• N/A - THEME

NOT EXPRESSED IN THE VIDEO

CASE STUDY: THE NAKED

AND FAMOUS - YOUNG BLOOD

THE NAKED AND FAMOUS - YOUNG BLOOD• ARTIST• THE NAKED AND FAMOUS

• ALBUM• PASSIVE ME, AGGRESSIVE YOU

• RELEASE (WHEN AND BY WHO)• 2010 • SOMEWHAT DAMAGED

RECORDS• GENRE• ALTERNATIVE/INDIE

• TYPE OF MUSIC VIDEO• HYBRID: THEMATIC/SYMBOLIC

THE NAKED AND FAMOUS - YOUNG BLOOD• OTHER ARTISTS• THE LABEL IS THE BAND'S OWN AND

THEY HAVE NO OTHER ARTISTS• IN WHAT WAY DOES THE NAKED AND

FAMOUS FIT THE GENRE OF INDIE?• THEY ARE SHOWN IN SIMPLISTIC

CLOTHING AND THIS ISN'T THE MAIN FOCUS• THE LOCATIONS ARE VERY RURAL,

OPEN AND URBAN • ELEMENTS OF TOGETHERNESS,

INDEPENDENCE AND FREEDOM

THE NAKED AND FAMOUS - YOUNG BLOOD• HOW DOES THEIR IMAGE MEET THE AUDIENCE'S EXPECTATIONS, ARE THEY STEREOTYPICAL OR

COUNTER STEREOTYPICAL?• THEIR CLOTHING CONTAINS A LOT OF BLACK WITH JEWELLERY TO ACCESSORISE THEIR

LOOK BUT NOT OVER POWER THEIR OUTFIT. THE FEMALE HAS SIMPLISTIC MAKEUP WITH WINGED EYE-LINER WHICH IS STEREOTYPICAL. 

• WHAT VISUAL IDEAS COULD BE APPLIED TO YOUR VIDEO?• THE SHOT TYPES THAT THEY USE MATCH THE RHYTHM OF THE SONG. THEY ARE ALSO

DYNAMIC SHOTS SUCH AS PANNING, CANTED ANGLE, TRACKING ETC. FOCUS PULLS ARE USED AS WELL AS THE LIGHTING FROM NATURAL (I.E. THE SUN) AND ARTIFICIAL (I.E. A SPARKLER) ARE VISIBLE AND USED TO FOCUS THE AUDIENCE'S ATTENTION.