Page Summary
This term I have started a unit for engaging with an audience. The product I have been asked to create is a music video. My pre production, upload and evaluation page will show my work for my music video. This page shows research I have undertaken for this project and how it will inform the development of this project .
Research Proposal
What research methods do I intend to do?
To begin with, I plan on using two primary research methods and two secondary research methods. This will total up to four research methods.
For my primary research I will use survey and correspondence.
For my secondary research I will use music video types and audiences.
Why have I chosen these methods for my music video research?
Primary Research Explanation
These two methods will help me understand who my intended audience is and help me develop my ideas for my music video.
Secondary Research Explanation
The first method will help me decide what style I want to do for my music video and how other music video styles can influence my final product. My second method will help me understand why a certain video style appeals to a target audience.
What do I intend to find out?
I have set myself the following three targets that I want to research more about:
My first target is to find out which music video type will appeal to me.
My second target is intended audience.
My third target is audiences.
How will this help my final idea?
My three targets will help me because I will be able to find out why my intended audience is interested in the genre I have chosen. Secondly, I will be able to know which music video type appeals to me and use it for my final product. Thirdly, I will be able to develop my idea and this will be informed by my primary and secondary research methods.
Conclusion
Overall, I believe my targets and research methods will help support me when I am progressing in this project. My targets will help increase my knowledge of music videos, my idea and audiences. And, my research methods will inform me when I am doing my pre production.
Primary Research
1st Method Results
Question 1
The results for this question show 8 people who answered this survey were male and the other three were female. This results show that my product is aimed more at a male audience rather than a female audience.
Question 2
The result for this question shows the majority of people who answered this survey were between the ages of 17 and 20. One was between the age of 26 -29, and the other two were 30+.
This shows that my target audience consists of teenagers and young adults.
Question 3
The results for this question show fusion, classical and mainstream jazz are the most answered (3 responses). Acid jazz had the second most responses (2). Avant Garde received no responses.
This shows that fusion, mainstream jazz or classical will appeal to my target and acid jazz being another potential choice. However, Avant Garde would not appeal to my target audience.
Question 4
This question shows Louis Armstrong and Micheal Buble had the most responses each being three. Lady Gaga, Frank Sinatra and Tony Bennet had one response. George Michael and Jamiroquai were two other respondents answers. The choices that received no responses were Ella Fitzgerald and Nat King Cole.
This result shows artists with the highest responses are favourite singers within my target audience. However, the artists with zero responses shows that my target audience may not be aware of these artists as some are from an old era of jazz.
Question 5
The results for this question show the fourth option (Mixture) had the most responses (five). Narrative Based had three responses. Conceptual and Performance Based had the same results as each other both were two.
This shows a mixture of all the music video types would be a video style that would appeal to my target audience. Narrative Based is a second optional video style. The other two types would be potential choices for my music video.
Question 6
The results for this question show Summertime had the most responses being (four). Fly me to the moon had the second most responses (two). Other jazz songs had at least (one) response. In addition, other people said Carless Whisper and Virtual Insanity as their favourite jazz song.
This shows Summertime and Fly me to the moon are popular songs to choose for my music video. Other jazz songs that had one response and respondents who choose their own favourite jazz song could be possible songs to choose for my music video.
Question 7
The results for this question show the first option had the most responses (five). The second option had the second most responses (four). Others responded by saying they liked seeing both technical work and the song in a music video.
This shows my audience like to see the technical work the most in a music video. The song for the music video is a part they also enjoy too.
Question 8
The results for this question show that the first choice had the most responses (six). The second option had (three) responses. The last choice had (two) responses.
This shows my target audience watch music videos everyday or once a week. However, a small percentage said the only watch music videos once a month.
2nd method results
Question 1
The results for this question show I corresponded with (three) women. I corresponded with only (one) male.
This shows my product might be aimed at more of a female target audience.
Question 2
The results for this question show people I corresponded are between the ages of 40 and 46+.
This shows my product is aimed at an older female target audience.
Question 3
The results for this question show correspondent’s answers to their favourite jazz artists. The correspondent’s answers were: Nat King Cole, Louis Armstrong and Tony Bennett.
This shows that these artists are popular with my target audience because some of these artists are iconic singers from the jazz era that my older target audience grew up with and whom they respect.
Question 4
The results for this question show correspondent’s answers to their favourite jazz song. Their responses were: When I fall in love, What a wonderful world and Fly me to the moon.
This shows that these songs are popular with my target audience and they could be potential choices for my music video.
Question 5
The results for this question show correspondents answers on how often they watch music videos. (Two) people said they watched music videos everyday and another person stated they watch music videos once a week.
This shows that my target audience watches music videos at different times in the week.
Secondary Research
Jamie Cullum Music Video (Performance Based analysis)
This performance based music video starts with a high angle medium close up shot of Jamie walking through the streets, this repetition continues in the video as he walks down different streets. This sequence is important in the music video as it shows that audience how he represents himself as an artist and shows of his own unique style.
There are low angle close up shots of him playing the piano whenever he walks into a new place that has a piano. These series of shots are important because it shows his skills in jazz music and how talented he is at playing the piano.
In addition, there is a lot of close up shots of people smiling at his music and dancing to it. The people range from: children, young adults and older adults.
This suggests that he has an amazing ability to entertain his audience. Moreover, it shows he aims his music at all age groups to.
Audience Analysis
Comment Analysis
Three of the above YouTube comments state that Jamie should sing the next James Bond theme as they thought it was similar to the film franchises songs. These comments show that Jamie is very popular with middle class male and female audiences. This is because the James Bond film franchise it aimed at both gender middle class audiences.
Blog page analysis
James Cullum Target audience analysis
This blog page talks about who Jamie aims his music at and why he targets it at that audience. The blogger says Jamie aims his music at a middle class and young adult audience. The reasons that are suggested for this are: intertextual references to old comic books his middle class audience grew up with, and Jamie’s lyrics are displayed to be lively or comical that appeal to younger people.
Overview
From the audience research I have analysed, the YouTube comments and blog page, it suggests that Jamie aims his music at both older and younger male/female middle class audiences. The reasons for this are that the YouTube comments say that his song is similar to a James Bond film song (the film franchise appeals to both genders), his lyrics are upbeat or comical and he make references to visual media (comic books) his audience grew up with.
Micheal Buble Music Video (Narrative Based Analysis)
Michael is shown to be in love with this girl as he spends a lot of time with her in the music video. Later on, he is shown to be dancing with other customers and the store owners. He is then shown to be dancing with her which suggests he is enjoying time with the girl he is in love with.
Before the music video ends, he realises he was in a fantasy and was singing to another women. The people at the store all look surprised and the women serving gives him a speechless look. Micheal becomes upset by realising it was a fantasy and walks away. Later he see’s the same girl and looks very puzzled.
This music video shows the audience that Michael at some point in his life wished to meet the love of his life. The lyrics suggest his desire to meet his partner despite not being able to meet her yet.
The location for this music video is a supermarket which may confuse Michael’s target audience as not many jazz smooth music videos are filmed in a supermarket. However, Micheal is telling the audience that he will find the love of his life when he is least expecting it i.e. in a normal every day place like a supermarket.
Audience Analysis
Youtube Comment Analysis
These four YouTube comments show that Michael is popular with female audiences because the comments show his fans are mostly females and his lyrics make them feel happy. For example, Becky commented, that if she danced like Micheal did she would meet the love of her life. Stephanie commented, people should thumbs up Michael’s video in 2016 which marks seven years since his video was released.
Blog Analysis
This blog post does an analysis of Michael’s target audience. The blogger called Katy talks about how she went to his concert. She compared Michael to other famous artists like Frank Sinatra and Dean Martin who are known to draw a lot of crowds.
The blogger said the reason why they compared Michael to those famous artists is that people who watched him perform ranged from the following age groups: 70 year olds, 20 year olds and 30 year olds. The blogger later commented that she was baffled as Michael tried to appeal to the teen audience by swearing to get their attention. This shows Micheal tries to appeal to teenage audiences too.
Overview
My audience research suggests, Michael aims his music at different age groups and female audiences. The reasons are that a majority of his fans who watch his music videos and comment on them are female. His concert audience were of different age groups too.
Amy Winehouse Music Video (Conceptual Analysis)
This music video is in black and white. Amy and the characters in the music video are all shown to be wearing black clothing. Black is a very important part of this music video as it symbolises depression.
Later on, Amy is shown to be attending a funeral with other characters. The characters throw earth onto a coffin and Amy is the last person to throw earth onto it.
This music video suggests Amy’s mourning over a relationship breakdown and she is comparing it to a dark death. The colour black is used to represent depression as all the characters appear to be very sad. Moreover, black colour is worn by people when they attend funerals.
From the target audience’s point of view this music video shows Amy mourning over someone who was close to her. The lyrics suggest how close she was to this person and how much they influenced her life, as well as the people around that person.
Her music video displays all the emotions she feels during her moaning of the person she was close with.
Audience Analysis
Youtube Comment Analysis
These comments show that Amy Winehouse is popular with both male and female audiences. This is because two of the comments are from female fans and the other from a male fan.
Fan Site Analysis
This fan website dedicated to Amy Winehouse is mainly used by female fans. This is proven as there is a section in the website that shows the top contributors to the website which is dominated by females.
In addition, there is an article section about Amy and topics that surround her. The author of the articles are once again female who are top contributors to this website.
Overview
My audience research shows that Amy Winehouse’s music was aimed at female audiences. This is proven because her female fans always have the most thumbed up comments on her music videos on YouTube. She has a fan site whose top contributors and article writers are female.
Research Conclusion
My Music Video idea and why I choose it
The idea I have chosen to do for my music video product is a Narrative Based music video of Ella Fitzgerald’s Summertime. I have decided to do this for my music video because her song had the most responses from my 1st primary research method. In addition, I have decided to do a Narrative Based music video as it received the second most responses from my 1st primary research method.
My chosen research methods and how my chosen methods made my research effective
My chosen research methods were effective because it made me find out more about which ideas would be the strongest to create for my music video product and the responses from my target audience will help me find out what they would like to see in my product.
For my primary research, I choose two research methods and they were survey and correspondence. They were effective because it informed my audiences tastes in jazz music. An example of this is my 1st method asked my audience what was their favourite type of jazz music. Classical, Mainstream and Fusion Jazz had the most responses which shows my audience is into different types of jazz music.
Another example, was when I found out my audiences favourite jazz artists. Artists such as: Tony Bennet, Micheal Buble and Louis Armstrong had the highest responses. However, artists such as Ella Fitzlgearld and Lady Gaga had no responses. These answers show my audiences tastes for tastes for male jazz artists from different generations.
For my secondary research I analysed three different music videos and analysed their audiences. These two research methods were effective because I found out what music video style appeals to me and what gender/demographic it would appeal to.
An example of this, was when I was researching Michael Buble’s target audience and music video. His music video style was Narrative Based and the comment section for his video showed a majority of females had commented on it. Furthermore, I analysed a blog post that said that people who attended Michael’s concert were female and of different age groups. This shows that the video style I have chosen must appeal to a wider gender and age demographic.
Summarising my main research findings
An important part of my research was finding out what target demographic would appeal to my product. For example, a total of eight men answered my survey and only three women did. In addition, people who responded were between the ages of 17 to 20 and 30+ year olds.
Another example of this is my correspondence. I corresponded with two women and only one male. Their ages ranged from 40 to 45 and 46+.
My secondary research shows that an artists target demographic is very diverse. For example, Jamie Cullum’s fans are mostly male/females from a middle class background. Another example, is Amy Winehouse’s fans who are mostly female.
To sum up, my results show that my target demographic must be aimed at a diverse gender and age demographic. This is because the women who responded to my survey were very low and only a small percentage on my 1st primary research said they were 30+ years old. My secondary research shows that artists aim their music at a diverse gender and age demographic. This shows it is very important to aim my product at a diverse demographic.
Final conclusion from my Research
To conclude, my research shows my target demographic appeals to different artists, jazz songs and music video styles.
For example, Michael Buble had high responses in my survey as one of my audiences favourite jazz artist.
Another example is Ella Fitzgerald. Although she received no responses, her song (Summertime) had the most responses for being my audiences favourite jazz song.
A final example is Amy Winehouse’s conceptual music video. Most of the people who commented on her music video were a majority of females who had the most thumbed up comments and said that they loved her music video as well as its style.
Has my research changed or developed my idea?
Yes, my research has changed and developed my idea.
For example, I found out what types of jazz music and artists appeal to my target audience. This has made me think of what jazz genre would be appealing and what artist from that genre would appeal too.
Another example, is my song choice. Summertime had the most responses as peoples favourite jazz song and the music videos I analysed were popular with different audiences. This idea had made me think if I should do a song that has the most responses or do an existing song from an artist that has an audience that appeals to that artist.
Sammy Productions 
You must be logged in to post a comment.