Focus Group- Primary Audience

 Focus Group: Audience Research

Name: Josh

Age: 17

Occupation: Student

Interests: Football, Films

Psychometric Group: Aspirer

 Brief Application: One of the reasons I chose Josh is because of his interest in films. As a result of this, he can help with making executive decisions about shot types and mise-en-scene. He can also be critical of the narrative I create in my music video.

 

Name: Ella

Age: 21

Occupation: Student

Interests: Travel, Interior and architectural design, photography, nature

Psychometric Group: Aspirer, Explorer

Brief Application: As Ella is studying abroad, I felt that she could bring. slightly different perspective on how to target the aspirer demographic in other countries- as Sony is a world-wide corporation.

 

Name: Gracie

Age: 16

Occupation: Student, Waitress 

Interests: Dancing, Reading Magazines

Psychometric Group: Aspirer

Brief Application: 

 

 

  

Name: Marnie

Age: 17

Occupation: Student, Waitress

Interests: Dancing, Fashion, Music

Psychometric Group: Aspirer

Brief Application: One of Marnie's main interests is music and performing at/ attending live events. She, therefore, has a complex understanding of music- which will help me ensure the pace of my video matches the rhythm of my chosen song.

 

 

Name: Luke

Age: 17

Occupation: Student

Interests: Football, Gaming

Psychometric Group: Aspirer

Brief Application: 

 

Name: Georgia

Age: 17

Occupation: Student, Gym Coach

Interests: Gymnastics, Film, Reading, Music

Psychometric Group: Aspirer

Brief Application: Similar to Josh, Georgia's extensive knowledge of films will advise me on how to construct a narrative that flows and keeps my target audience engaged. 

 

Name: Ben 

Age: 17 

Occupation: Student, Waiter at TGI's

Interests: Rugby, Basketball, Football, Shoes

Psychometric Group: Aspirer

Brief Application: As Ben is an aspirer interested in both sports and fashion, I felt that he was representative of my target audience as these are two of their main interests. He can then provide the perspective of what the 'teenage fantasy' is and how to construct it.

Name: Sofine

Age: 17

Occupation: Student

Interests: Reading, Fashion

Psychometric Group: Aspirer

Brief Application: I chose Sofine as part of my focus group as her music taste typically consists of songs that could be seen as 'anthemic.' She also engages with music videos online at least twice and month and so has a good understanding of the typical codes and conventions of music videos. 

Questionnaire:

What platform would you typically listen to music on?

Josh: Spotify

Ella: Spotify

Gracie: Spotify

Marnie: Spotify

Luke: Apple Music

Georgia: Spotify

Ben: Spotify

Sofine: Spotify

What platform would you watch or discover music videos on ?

Josh: YouTube

Ella: YouTube, Twitter

Gracie: YouTube, Twitter, Instagram, Tik Tok

Marnie: YouTube, Tik Tok

Luke: Twitter, Instagram

Georgia: YouTube, Twitter

Ben: YouTube, Instagram

Sofine: YouTube

If you were to engage with your favourite artists online, which (if any) social media platform would you do so on?

Josh: Instagram

Ella: Twitter, Tik Tok

Gracie: Instagram, Twitter

Marnie: Instagram

Luke: I wouldn't

Georgia: Instagram

Ben: Instagram, Tik Tok

Sofine: Instagram 

What is your favourite music genre?

Josh: Pop

Ella: Indie Pop, R&B, Hip-Hop

Gracie: Indie pop, R&B

Marnie: 80's pop, classical, film scores

Luke: Pop

Georgia: Alternative Indie, Hip-Hop, Rap

Ben: Rap, R&B

Sofine: Hip-Hop, Rap

Out of my two potential songs, which do you feel is matches the brief as more 'anthemic'?

[anthemic (as defined by the exam board)- a song that inspires elation or pride. It can be seen as a celebratory symbol for a group.]

Josh: 

Ella: 

Gracie: 

Marnie: 

Luke: 

Georgia: 

Ben: 

Sofine: 

Moodboard

 Moodboard

For my video, I wanted to create an idealised representation of 'teenage fantasy.' I have compiled a collection of images that I feel match the 'aesthetic' I wanted to cover in my video. Similarly, I have included some social medias as I want to include this. The 'idealised' summer will be as represented through social media- linking to how the 16-24 year old age demographic typically show their lives. There is also some images of Queen album covers as I want to include this as intertextuality in the lyric 'and a killer queen you are'- 'Killer Queen' being the title of a Queen song from the album 'Sheer Heart Attack.'

Historical Context and Purpose Music Videos

 Historical Context:

The first music video appeared in the 1920's but they were not popularise until the 1980"s when MTV created their music channel specifically for this short form media. The technological advances in the 1980's of cable and satellite TV meant that there were many more channels available. This is one of the key driving factors that helped MTV rise to fame. Early music videos were typically shot and edited on film but as there were developments in digital editing, this allowed for a faster paced editing style in music videos. As a result of MTV, music videos have remained a prominent and popular media form- helping to promote and shape an artists brand identity and mediated start image. Launched in 2005, Youtube became the 'new MTV' as it allowed for audiences to continually stream music videos on demand. They are now much easier and faster to view- which is what audiences crave. 

Purpose

Music videos are a commercial or promotional media form that help gain traction and profile. Some music videos can be purely commercial, whereas others create a more sophisticated representation by honing their focus in on representing an artists viewpoints and ideologies. To do this utilises a combination of camera work, shot types and mise-en-scene.

Audience Research

 Audience Research 

For music videos, the target audience is a 16-25 year old middle market aspirational audience. 

The 16-25 year old demographic typically tend to consume their content on social media. For many- this means that media is on demand for them. Youtube is one of the most popular streaming websites in the world, with this age demographic consuming around 73 minutes of content daily. Audiences also tend to turn to platforms such as twitter, instagram and snapchat- where many brands and artists target newer consumers. They are estimated to make up 40% of all audiences. In a 2020 study- it was deduced that 45% of 16-25 year olds admitted to 'faking' their social media's perception of their life. One-third of this audiences felt they did nt have a fixed identity- which mens that they can consistently follow along with trends. This links to the aspirer psychographic.

The aspirer psychographic are stereotypically materialistic and seek social status. These audiences tend to be trendy and keep up with the latest crazes. They seek social status and aim to appear rich and attractive. This desire and need for social status can cause audiences to fake their online persona. They aim to build big friendship groups- as this is something typically skewed towards them as the 'ideal teenage life'. 52% believe that they are more ambitious than their parents- and, thus, is why they dream for such a luxurious lifestyle.

Middle Market audiences are made up of those who are middle class. It is defined by the BC1 demographic which takes up roughly 51% of the population. As such a large proportion of society, it is vital that media profits appeal to them in order to create the most profit. 

Potential Songs

 Potential Songs 

COIN- Talk Too Much 

I thought this song would fit our brief as it is fast paced and has a good rhythm. I thought it could be used as a celebratory song to represent a desirable lifestyles that many of the 16-24 year old audience may wish for. The lyrics also reflect this lifestyle which means that creating my narrative will reflect this. 

Bleachers- Rollercoaster 

I potentially wanted to use this song as I feel it is upbeat to fit my chosen brief. There is ample opportunity to appeal to an aspirer audience by representing a 'fun' lifestyle. The rhythm is also fast-paced which means it can be viewed as anthemic. I also thought there would be a good opportunity for intertextuality in the lyrics 'killer queen'. 

Research and Planning

 Blog tasks: These do not have to be completed in this order. You may present this research in any format that you wish, as a powerpoint, a narrated short film, infographic, canva but it must be hosted on your blog. Remember a blog is a visual medium that you can add sound to so ensure it looks good. Many students have used their blog as part of their portfolio. Think of it as an online progress diary, where you are charting your research, how its useful to you, planning what you would like to do & tracking your progress and creative decisions. 

 

	Minimum tasks on blog- all tasks should be pre-fixed on your blog according to the bold heading.   Audience Research,   Industrial context,   Generic research,   Planning    Production  Statement of intent.   First edit/Second edit etc until Final Product	All Complete  By October 22
1.	Candidate number and Centre number 16607
2.	Brief you have chosen	4th March
3.	Audience research Define a 16–25 year old middle market aspirational audience that expects to be emotionally engaged.  Provide an audience profile of them.   What does this demographic engage with in terms of a) popular culture. b) your chosen brief?	By the end of March
4.	Audience research Set up focus group of four subjects who belong to this demographic (primary audience) and two alternative secondary audience members.
5.	Industrial context.    Brief history/timeline of your chosen medium for the primary product.  Contemporary context- who are the major players in this industry (info graphic). How do companies finance, distribute and exchange their products. How do audiences access them? (consider recent developments in technology)
6.	Industrial context. The brand. Research into the company for your chosen product, e.g. Channel 5, Sony, Hurst. Analyse their case studies and media packs to inform you and provide you with ideas for their codes and conventions.	-
7.	Generic research  Try to identify examples of brands that have the same cross platform presence that you will eventually create.   Close textual analyse on at least 3 case studies. One of which must share the same target audience. You may choose the others depending on whether they have the aesthetic that you are seeking or are a good example of branding.   Each analysis must comment on the following  how genre conventions are employed  • how and why intertextuality is employed  • how combinations of media language elements  are used to create meaning and construct representations that address an intended audience.  You can use any form of digital presentation to get this on your blog. A powerpoint, prezi, flipsnack, a selection is always good.
7.	Planning  A summation of your findings. What are the key codes and conventions that you have identified. What will you adopt or challenge/subvert?
8.	Planning   Your Pitch – this may well include the following- it will help you construct your statement of intent.   In addition whichever of these documents you use....  • draft script  • storyboard  • location report(s)  • notes on casting and mise-en-scène  considerations  • mock-up of a print advert layout or mock-up of  a webpage  • rough cuts/drafts  Contact sheets  Risk assessment and shot list- you will take this with you when you go filming  Once these have been completed you should refer to your focus group for feedback.
9.	Draft statement of intent  The Statement of Intent needs to outline the ways in which the learner proposes to link their media products to demonstrate their knowledge and understanding of the digitally convergent nature of their production. The Statement of Intent also needs to outline the ways in which the learner proposes to use the four areas of the media theoretical framework to communicate meaning and meet the requirements of their chosen brief, set by OCR.