OUR FINAL IDEA

 Our idea explores the psychological and physical impacts of domestic violence within a relationship. From each of our group members individual ideas, we have built on, and developed specific themes which we thought worked well and combined them to create this final idea. 

We decided on a dark theme as we feel it allows us to address the unspoken issues of today's society, whilst still appealing to a wide audience and allowing for repeated consumption. Furthermore, the idea of having a relationship as the underlying theme whilst subverting the stereotypical unrealistic exterior image of a couple, gives us a gap in the market to create something that is bound to be successful and appeal to a wide target audience. 

Additionally, the genre of our chosen song, being indie/alternative increases our target audience, due to the recent rise in popularity of indie music, building on that, the lyrics of our song allow us to create a certain a symbolic abstract narrative within our video that indirectly reflects the deeper meaning of the lyrics. We aim to create a simplistic narrative for our video which is why we have decided to work mostly on a green screen with limited props and only one scene 'on location'. Likewise, we have decided to cast just two actors to avoid over complication  and to ensure that the focus is only on their relationship. We have also chosen to do this, together with the idea of using bars to bring to life the element of isolation and to reinforce to the audience the fact that the girl is trapped and alone, with no one to go to. We have also decided to use lighting in a dark room to create effect instead of filming of location, this we feel will be a simple yet effective method in adding emphasis to their raw relationship,and the extent to which it has impacted both the boy and girl for different reasons, with any novelties excluded to ensure there are no distractions in the narrative and to clearly create the message our video will reveal. 

We discovered through exploring each of our own initial ideas that over-complicating a video and trying to add in such a wide range and contrast of shots, settings and cameras can often take away effect, whilst a video more simplistic can actually be more efficient, and whilst it may seem like that restricts our potential audience, it actually does the reverse and allows us to access a greater range of audiences through its rawness and simplicity. 

Lighting will be a key element in creating our video. We have decided to have the bulk of the video filmed in a dark room with only snippets of lighting showing their face/body to ensure 100% focus on the girl and boy and their relationship. It will also allow us to create interesting shadows for effect.

FEEDBACK ON IDEA

People enjoyed our idea because they thought it was emotional and different. We also got told that our idea would draw our audience in because it was different and intriguing. Another potential audience member told us that they enjoyed that we used a dark story as it is more memorable and draws in the audience to want to continue watching until the end to see what happens. Someone else also told us that they like our idea as it is a different take on the song and has a different perspective.

MOOD BOARD

 In this mood board video, we have put pictures that relate to the theme of our music video. We have the song 'I Gave It all' by Aquilo in the background because that is our chosen song. We decided to have this in the background as it shows how our desired idea correlates to the lyrics of the song. We have used images of domestic abuse to subtly hint that that is a theme to our video. Furthermore, we decided to use a video as a mood board instead of a collage, because when we watch it, we feel as though the song and the pictures together help to inspire us to come up with creative shots to display our narrative to the audience. Creating a mood board and cutting it in time to the music  has enabled us to create more emotional resonance for the niche target audience.  

FACEBOOK PROFILE OF TARGET AUDIENCE MEMBER

Mike Masnic speaks about the importance of an artist connecting with their fans. Social media is a good way to connect with like-minded people as well as spreading the word about albums, songs etc, to their fans. This is Blake Waldorf, she is our perfect audience member- she is 18 years old, and from the UK. We looked into the demographics of our target audience, and found that teens aged 11-18 would be our target audience, and therefore Blake would be a good example of our target audience. She is interested in new and upcoming music and is constantly looking for something risky, edgy and exciting to do, or listen to. She is our perfect audience member because she likes indie/alternative music, which is demonstrated by her interests on Facebook, such as; in her bio where it says her favourite music video, this shows that she likes music and likes artists similar to ours. Similarly, her Facebook cover photo demonstrates her like for indie/alternative artists, as it is an image of Hozier, who is an artist similar to ours. VALS are the values, attitudes and lifestyle classification system, our Val would be 'Trendies', they would be the first to discover our music video and  would like our music video because they crave admiration and attention from their peers and so would like it because it is an original idea that they can share amongst their friends and peers. This VAL relates to Blake because she is a teenage girl who likes the more alternative genre of music, shown through her internists on her profile. Secondly, we can tell form her profile picture that she is not the most 'mainstream' of people as she has hair and clothes that aren't very generic, this supports the idea of our VAL because they would not dress like everyone else, they would want to be different. Another VAL that our music video links to is 'innovators', this links to Blake, as she seems like someone who likes originality, which is why innovators like, as they want original ideas that have not been done before.

DEFINING THE AUDIENCE

• Rather than seeing audiences as masses or in simple numerical terms, it is common practice to find ways of segmenting the audience
• This segmentation can be achieved both demographics and psychographic

Is your text popular for a mass audience?

• Mass produced- made for the 'mass' of people
• Having research into a target audience we have decided that our target audience is a niche target audience ( a small target audience that is highly specific. This is because our music video has aspects of social realism in it, is arty, the song is alternative sound wise and therefore is aimed at a more alternative audience.
• Alternative is outside of the mainstream. It goes against dominant ideology includes minority groups, perhaps with subversive values, for example in our music video domestic abuse. 

Demographic segmentation:

• This is when an audience is segmented according to various significant social criteria e.g. gender, class, race and sexuality 
• we looked at the demographics of our target audience, however this has proved difficult as our main demographic is at school.
• However, the problem with our demographic at school is that we go to a Jewish school with students from 11-18. Therefore, we are going to widen our demographic segmentation by turning social media, enabling us to get a wider range of opinions.

Psychographic segmentation:

• Also known as lifestyle profiling 
• Combines a psychological profile of the consumer, with ideas about how conducted their life in the market-place
• The various attitudes, values, beliefs and 'lifestyle' choices are sorted into a number of distinctive categories which are used to predict consumption. VALS, the values attitudes and lifestyle classification system is probably the best known of the psychographic profiling systems. 
• Therefore, we have widened our target audience because through psychographic segmentation we have worked out their likes and dislikes, thus we have hired an attractive female lead role to widen the target audiences to males as well as females

Our audience:

• Due to our artist being synthetic and organic, we understand that we will be having a niche target audience and thus isn't popular for a mass target audience
• The demographic segmentation of our audience would most likely be white working/middle class because these are the characters that are included in our music video and so these audience members would be more likely to enjoy the music video because they would identify themselves with these characters 

Mike Masnic speaks about the importance of an artist connecting with their fans. Social media is a good way to connect with like-minded people as well as spreading the word about albums, songs etc, to their fans. This is Blake Waldorf, she is our perfect audience member- she is 18 years old, and from the UK. We looked into the demographics of our target audience, and found that teens aged 11-18 would be our target audience, and therefore Blake would be a good example of our target audience. She is interested in new and upcoming music and is constantly looking for something risky, edgy and exciting to do, or listen to. She is our perfect audience member because she likes indie/alternative music, which is demonstrated by her interests on Facebook, such as; in her bio where it says her favourite music video, this shows that she likes music and likes artists similar to ours. Similarly, her Facebook cover photo demonstrates her like for indie/alternative artists, as it is an image of Hozier, who is an artist similar to ours. VALS are the values, attitudes and lifestyle classification system, our Val would be 'Trendies', they would be the first to discover our music video and  would like our music video because they crave admiration and attention from their peers and so would like it because it is an original idea that they can share amongst their friends and peers. This VAL relates to Blake because she is a teenage girl who likes the more alternative genre of music, shown through her internists on her profile. Secondly, we can tell form her profile picture that she is not the most 'mainstream' of people as she has hair and clothes that aren't very generic, this supports the idea of our VAL because they would not dress like everyone else, they would want to be different. Another VAL that our music video links to is 'innovators', this links to Blake, as she seems like someone who likes originality, which is why innovators like, as they want original ideas that have not been done before.

REQUESTING PERMISSION FROM RECORD COMPANY

I have emailed the record company in order to ask for their permission for the rights to use the song 'I gave it all' for the music video. 

TEENAGE VALS