Audience Theories

Below I have researched three audience theories and created an audio description on my findings:

From this I have chosen to include encoded messages within my music video yet to stray from any controversial topics which may cause oppositional decoding. As well, to be aware of the hypodermic model, I shall exclude any violent images of scenes which may offend some viewers and be considered a bad influence. Having looked at the gratification theory I have also decided to focus my music video around the uses of escapism, comparison and pleasure; this is because I do not intend to inform my audience through this video, nor to stimulate them sexually as I want my music video to present serious concepts rather than be sexy and flirtatious- an unpopular aspect when questioned in my target audience research.

Star Image

By researching 'Star Image' I have discovered the importance of motifs which link various products to the artist. Thus I will incorporate a house style as well as icon to feature in both my magazine advertisement and DigiPak- I will also attempt to present these motifs within my music video. As well, I have learned the difference of a pop performer and pop star and shall strive to present my artist as the latter by abiding by  Dyer's theory; by manipulating all aspects of my artist's persona and constructing my artist from research of what is popular in the current society. However as I formerly decided I will not be creating a 'pixel perfect', flawless artist, and so I shall circumvent the concept of hegemony.

Auteur Theory

Auteur Theory suggests that particular directors who control all aspects of production, and abide by their own style, produce film that is recognisable as theirs by the audience. This theory explores the concept of three concentric circles, consisting of the ‘auteur’, ‘stylist’ and ‘technician’. On the outer ring is the ‘technician’, this includes technical features that are congruent throughout the Auteur’s productions- including camera angles and editing. The second is the ‘stylist’; this entails the personal design of the film, such as costumes and action. Finally, the centre is the ‘auteur’- the interior meaning, perhaps presenting women as vulnerable or an inevitable happy ending.

For example, Michel Gondry has a consistent style which flows through each music video he produces. Gondry has worked with artists such as Paul McCartney and Kylie Minogue. Throughout these, and his other videos:

· Ingenious technical attributes are used

  The screen is cut into three frames, displaying skill in editing.

  Madonna falls back and transforms into an array of crows, also presenting difficult technical effects.

· Repetition is used

The actresses are all dressed the same so to give the impression of the woman being repeated in the shot.

 This shot has been edited so that are three Madonnas are present on the screen.

· A single long shot is used, rather than multiple short cuts

· There is a requirement for the audience to watch the entire music video to understand the concept and full narrative

I have used screenshots of the music video for the ‘Chemical Brothers’ single ‘Let Forever Be’, as well as from the music video for ‘Frozen’ sung by ‘Madonna’, as both of these videos were produced by Michel Gondry and display the features I have listed which consider him as an auteur. As well, the music videos are below as watching them through it is clear that few cuts are used instead of many, as well it is apparent that to fully grasp the concept of the music video you must watch it to the end.

However, as I have no prior music videos to continue aspects through into the one I shall my producing for this project, I shall not stray too far from the expectations of an Indie music video so to stamp my mark on the video. This is because with no other video comparisons the audience would not recognise this music video as one produced by Elli Smart.

Genre

Genre is used in the production and distribution of a music video; this is known as the institutional use. Producers use genre to minimise economic risk as they can evaluate what genres are popular and selling presently. Distributors also use genre however as a means of advertising; allowing them to compare their film to those of the same genre, suggesting theirs is superior. The institutional use of genre depends entirely on the audience. Without the audience understanding the separate genres and being knowledgeable of what they consist, the use of genre in the industry is futile.

The audience uses genre so to predict what they will be faced with in a music video; for example, if you were particularly fond of rock music videos, then you would select a video of that genre- as oppose to a classical music video- for you are aware of what pleases you and what to expect. As well, the audience will have certain expectations of a particular genre, such as codes and conventions. However there is still the expectancy for the music video to be innovative and to contrast certain generic conventions.

A convention appears when a feature is repeated throughout the genre, including the use of:

• Setting
• Iconography
• Characterisation
• Themes
• Narrative
• Filmic Techniques

Rick Altman is a theorist who has assigned certain roles to each of the aspects I have discussed. He believes, in the production stages, genre can be considered a blueprint, as it patterns and programmes the industry production. As well genre can be described as a structure or text, a framework for the music video- this includes narrative, abstract and performance music videos. This suggests that particular genres can be assigned a typical style of music video. Genre is also a label when exhibited, as it names the category of music and influences the roles of the distributors and exhibitors. Finally, genre is a contract for consumption as, previously mentioned, the audience have specific expectations for a music video of a certain genre.

Through researching genre I have discovered how key it is to ensure that my music video corresponds to the conventions of its genre during production, so that is is recognisable by the audience during the stage of consumption.

Music Videos- Narrative, Abstract, Performance

There are three various styles in which a music video can be shot, these consist of narrative, abstract and performance.

Firstly, narrative music videos are used to convey a storyline, often related to the lyrics of the song, which the viewer will follow as the song progresses. This allows a connection between the audience and characters within the narrative- who presumably also feature, or lives' are detailed, in the song. As well the audience will have a better understanding of what the song is inferring, as the narrative would reflect the lyrics.

The second style is abstract; these music videos have no storyline. Often they are confusing to watch, with various motion images unrelated to the lyrics of the song, and, on the surface, portraying no message. However songs with alternative lyrics that deter from the typical love story etc. abstract music videos can be effective at presenting this indifference to the usual and 'mainstream'.

Third is the performance music video which consists entirely of the artist/band playing and singing their song. This enables the viewer to feel more like at a concert as the artist is performing. As well, the image of the artist is represented, with their 'look' consistent throughout the music video.

However, most music videos, to avoid seeming dull and unvaried, are a collaboration of two or more of the three different styles. These music videos are called 'hybrid's as they merge together the separate techniques. For example, a narrative music video might also include some performance aspects so to relate the audience closer to the artist; on the other hand an abstract music video may feature the artist performing to refrain from becoming too bizarre and outlandish. Examples of some hybrids are below: Taylor Swift's 'Love story' a narrative and performance hybrid; Gotye's 'Somebody that I used to know' an abstract and performance hybrid.

Synaesthesia

I have researched into the condition of Synaesthesia, and how the attributes of it can be applied to the music industry in order to visualise what aspects would work well in a music video for a particular single.

I shall do similarly when it comes to creating my music video, listen to the single several times and note what ideas I draw from the sound, so to create a music video that suits the song.

Emailing the Artist

I used unsigned.com to discover an unsigned artist whose music suited the genre I had chosen- Indie.

Having found a few artists I began by contacting my first choice, Rachel Austin.

I ensured to mention how my project was for educational purposes only, and was non-profitable.

Hours later she had replied. 

Thankfully she replied a second time with the final answer.

I now have written confirmation that I may use Rachel Austin's track 'Almost Beautiful' in my music video, and within the project to create a DigiPak and magazine advertisement.

Target Audience Collage

Having previously conducted a questionnaire of what appeals to my target audience, Indie music listeners, I can now collaborate my findings into a visual format.

Through my questionnaire, I have discovered that my target audience are primarily female teenagers.From my research into Indie music I have also discovered that the Indie sub-culture mainly divert from mainstream fashion and current fashion, and consist partly of those from the Hipster sub-culture. Thus I will use costumes that are not inspired by the current fashion trend. As well, the colour scheme I shall abide to is that of dull tones as these were most popular amongst my target audience- earthy colours and black and white. A connotation of the Indie sub-genre is vintage, supported by my findings in the concluding survey question- thus I shall incorporate antique furniture and perhaps old fashioned costumes into my products. From my research I have also found that the majority of Indie music is piano or guitar based. Therefore, I shall seek a song which clearly portrays this; as well as including images of such instruments into my DigiPak and magazine advertisement, and shots of the artist playing their instruments in my music video, to associate my products with the Indie sub-genre.

Target Audience Questionnaire

I have conducted a survey of 50 people, in order to discover specific features to incorporate into my music video, DigiPak, and magazine advertisement, which will appeal to my target audience.

Below is my first question:

Immediately my target audience, those interested in Indie music, is highlighted. This is visually shown by the pie chart created from my questionnaire results.

I only continued the questionnaire if the participant's answer to question one was 'Indie' as this is the only music sub-genre I am interested in.

I then needed to discover which age groups I am targeting my music video, DigiPak, and magazine advertisement at.

Although I questioned many various aged members of the public, those which answered question one with 'Indie' were primarily teenagers; however some adults also enjoy this sub-genre. I will take this into account when creating my project so to make it suitable, not just for the younger target audience but also, the top end of my age range.

I also had to determine whether it is primarily girls or boys who prefer listening to Indie music.

It is women that are the majority however a third of my target audience questioned were male. Therefore I have decided to ensure my product's suitability to both genders.

To help me create a the DigiPak and magazine advertisement I will need a house style to follow, so I asked my target audience which colours would be appropriate to use.

From the results I have found that earthy colours and/or a black and white colour scheme appeal most to my target audience. Therefore I shall stick to soft tones of green, brown and red as well as incorporating a black and white theme onto my DigiPak and magazine advertisement.

The next question was entirely for the benefit of my music video, so I can create a storyboard that will appeal to my target audience.

The pie chart picks out the narrative music video style as the most popular, with a narrative and performance music video taking seond place. Therefore it is obvious that I must include a narrative into my storyline, as well as, perhaps, extracts of the artist performing their song.

My next question was also primarily focussed around the music video, for I needed to acknowledge what perception of women my target audience would prefer to be displayed- this is addressing the issue raised by Laura Mulvey, the male gaze theory.

The results show a strong correlation to question three as twenty of my participants were female, and, similarly, twenty participants stated they'd rather women be portrayed as strong and independent as opposed to one of the more sexual options. Being the vast majority selected this answer I have decided to reflect these results by incorporating a confident woman in my music video, and avoid presenting her as a sex object.

My final question addressed the period of which my artist shall be associated with through costume and setting- whether that be futuristic aliens or knights and maidens.

The two participants that chose another time period selected Georgian, and Renaissance. Both of which are in the reasonably distant past, much like Victorian and Medieval. However my results show modern day as the most suitable time period for my artist to represent; on the other hand, as many participants were interested in the past, I shall incorporate antique and vintage aspects into my products.



Indie Music

Originally Indie referred to independent music, those not signed to a label, with a more do-it-yourself attitude.

However, Indie is now a very subjective music genre as, in general, it is considered to include music that is outside of mainstream music charts, such as Billboard's Top 100, iTunes or MTV. Though due to its subjective nature, what some may call Indie, others may refer to as mainstream, and vice versa. 

As well, Indie should be considered a sub-genre, rather than a genre in its own, as it is not defined by a single style of music, such as rock, pop, metal, etc.

Usually Indie music is typically guitar or piano based, with a soft and catchy chorus, and lyrics focussed around self-expression, rather than commercialism.

Indie artists are considered to go against the prevailing fashion and thus represent a niche audience that are outside of mainstream trends.

Magazine Advert Analysis

Part of my project is to create a magazine advertisement for the DigiPak album of my artist. Therefore, first I shall analyse a magazine advert so to discover the typical conventions used.

Below is an audio analysis of the advertisement for the Florence and the Machine album 'Lungs':

From this analysis I now understand what facets I must include in my own magazine advertisement; these being-

• Large font, same as that used in DigiPak, for artist and album titles.
• Image of album front cover
• A background which blends rather than contrasts the DigiPak colour scheme
• The date of album release
• The artist's website
• What format you can acquire the album in (DigiPak)
• Record company logos and copyright symbol

DigiPak Analysis

Album's are a source of advertising for an artist, with them representing the artist and the music through the medium of images. Thus the entire digipak of an album is crucial- I shall keep this in mind when creating a digipak for my chosen artist and song.

I then went on to analyse have analysed the DigiPaks of two albums within the same genre of the artist I shall be creating a DigiPak for- Indie.

Below I have gathered public feedback for the latter of the two albums I analysed- 'Lungs' by Florence and the Machine. These responses consist of those from the target audience, teenage females, as well as other various aged males, via the means of the social networking site Facebook:

As Andrew is not part of the target audience is it understandable that the album cover does not appeal to him, as he does not see any beauty in the setting.

This is a perfect example of a primary audience response to the album as it enchants the viewer with dreams and fairytale-like fantasies which they will then associate with this album, along with the positive elements of such childhood memories.

The colours appeal to Lucy as they are targeted at females, so the use of bright feminine colours was clearly suitable. However Lucy feels the position is awkward, this aspect may be one that is targeted more at the male secondary audience as it gives the artist the appearance of vulnerability- which would appeal more to men, as they strive for dominance over others.

I agree with Rhiannon as the black border does retain all focus on the central image. This viewer has spotted the connection between the physical and the metaphorical lungs, demonstrating that this is a suitable album for this target audience.

From this I have decided that the use of bold colours against a dull background is very effective and appeals to the target audience of whom my artist shares with this artist, thus I shall incorporate this colour scheme in my digipak. As well, I find the cursive font more appealing than the simple block font used on the Ellie Goulding CD, so I intend to use the first in my DigiPak. As well I have learnt that my DigiPak will require, both album and artist names on the front, side and preferably the disk itself; as well as a bar code and track list on the reverse side on the album. I also found the images of the artists within the Digipaks portrayed specific emotions, for example Ellie Goulding's suggested peacefulness, whereas Florence and the Machine's suggested sadness because of the artist's expression. Therefore, to invoke emotions within the viewer I shall also present emotions through the images within my DigiPak. Finally, the CD itself I intend to also include a graphic on, much like with the 'Lungs' CD, as this gives the disc a unique appearance and doesn't feel as plain as merely a block colour, as with the 'Bright Lights's CD.