Location research

Filming locations and descriptions:

• Rochester-is a town and historic city in the unitary authority of Medway in Kent, England. It is at the lowest bridging point of the River Medway about 30 miles from London. Luke, Ellie, Reg and Mia will be filmed in Rochester. Luke and Ellie will walk over Rochester bridge and walk up the road to the large green area near the river. Reg and Mia will be filmed in vines and the surrounding areas.

• Halling-is a village on the North Downs in the northern part of Kent, England, covering 7.1 square kilometres of land. Callum and Stevie will be filmed in Halling, Stevie will be followed around picturesque woodland in Halling and Callum will be filmed leaving his house, they will both meet on a swing or bench by the end of the video.

• Ayelsford- is a village and civil parish on the River Medway in Kent, 4 miles NW of Maidstone in England. Originally a small riverside settlement, the old village comprises around 60 houses, many of which were formerly shops. Lizzie and Sam will be filmed in a large house in Aylesford, the main filming locations within the house will be the bedroom, kitchen, living room and balcony.

Discussion Andrew Goodwin’s theory of music videos

Here is a link to a Prezi where I discussed Andrew Goodwin's theory of music videos. https://prezi.com/nhmhsup-xten/discussion-andrew-goodwins/

Primary and secondary target audience reseach

Primary Research:

We conducted two pieces of primary research in order to determine our target audience, the first a questionnaire aimed at all age groups to see how different age groups would respond to the obscure genre we have chosen. This questionnaire is shown below.

The second piece of primary research I conducted, by using the information gathered by the questionnaire aimed at a large range of age groups and people I used the feedback from the questionnaire which showed that the age group that responded with the highest praise for our chosen genre was 16-25 year olds. By creating a small survey for 16-25 year olds from our target quince to fill out I was then able to narrow down the demographic and see the scale of our target audience as from the results of both forms of primary evidence I found that around 60% of 16-25 year olds listen to, mainstream music and only around 40% listen to the psychedelic/indie music genre. However, as a group we are taking this as challenge and opportunity to push ourselves rather than something to put us off continuing with the genre. The survey is shown bellow:

Secondary Research:

When conducting secondary research I looked into an interesting and helpful article by Nicole Smith regarding 'The Influence of the 60s and Psychedelic Music and Culture on Modern Society'. The article gave me an interesting insight into how psychedelic music and the culture of the 1960s has an enormous influence and impact on the way we express ourselves in the modern era.

http://www.articlemyriad.com/influence-60s-psychedelic-music-culture-modern-society/

Auditions

Before casting the actors for our music video we conducted auditions and called in people that we felt would not only suit the genre we have chosen, but learning from decisions and mistakes made last year during AS Media we aimed to cast actors who would take their roles seriously and be dedicated to the final outcome of the music video. Actors that will be cast and do not appear in the audition tape are actors who Ellie and I mutually agreed upon and felt did not need to audition as we knew they fit our requirements perfectly (Luke and Seb). Actors who we were unsure of and asked to audition are shown in the audition tapes, we also allowed people who were auditioning to chose any song from Tame Impala's album 'Currents' to allow the actors to show a range of skills through picking their own song (Ellie and I were mainly interested in if the actors worked well with the psychedelic genre and any Tame Impala song would show us this). Ellie and I used the collated audition tapes to decide who to cast, the tapes made our decision easier as some actors put far more effort into their audition than others. To add to this Ellie and I also took into consideration the actors interests and skills. For example, actors who take art and/or drama related subject were more desirable to cast as their level of dedication and skill was far greater than that of other actors. Ellie and I also realised that location would play a role in the actors that we cast as some of the people we considered for the acting roles lived just under an hour away, therefore the expense of train fair may hinder filming and reliability.  All of these things Ellie and I agreed would have to be thought through before casting took place as to not put us behind schedule (using actors who lived far away and would affect filming). 

Storyboard

When planning and storyboarding for our music video we took into consideration the most effective ways in which we could pan to ensure we were effectively equipt when it came to filming. We firstly wrote all of our ideas about binary opposition down and brainstormed how we would use these ideas within our music videos and within certain shots, we had already decided on. We worked through this by figuring out how we wanted the couple's journey to start and end and the positioning of certain events and shots within the video. Taking the planning further and taking into consideration the timing of some shots we used our chosen song within an iMovie and added the shots we had decided on  as title credit to  plan the timing and layouts of shots to ensure when we left for filming we had extra shots after filming rather than returning with too little and not being able to complete the video to the high standard we are aiming for.

Production schedule

• 14th+15th October - Sam and Lizzie. Filming location: Lizzie's House.
• 28th+29th October - Reg and Mia. Filming location: Rochester (Castle grounds).
• 11th+12th November - Callum and Stevie. Filming location: Halling.
• 18th+19th November - Luke and Ellie. Filming location: Rochester (Vines).

Target audience

Before discovering our target audience we needed to firstly collate the information regarding our production as demonstrated and laid out in previous blogs. When looking into creating our music video it was clear to see that the target audience of the song/video would greatly influence the way in which we wish the video to be presented. One of the most important aspects of marketing and producing is researching a target audience and seeing how the product can be adapted to best suit them. Psychographic segmentation divides the market into groups based on social class, lifestyle and personality characteristics.

In order to find this information, we needed to conduct both primary and secondary research. To do so we conducted a questionnaire and survey, the questionnaire was firstly aimed at a range of age groups. After collating the information given from these questionnaires, I then created a small survey aimed at the target demographic that responded in a largely positive way regarding our chosen song and genre. The results from both the questionnaire and survey showed that the most accepting and realistic target audience for our chosen genre and song choice would be young males and females ranging from the age group of 16-25.

From looking into the open question answers from the small survey I conducted aimed especially at 16-25 I found that psychedelic music appeals to them over other genres due to they see the music under the genre “as an expression of individuality”. They also feel as though “Psychedelic musicians create music that is very distinct because they are not controlled by an outside organization.” From the remainder of the feedback shown by our target audience, it is clear that a small demographic within the age range of 16-25-year-olds find “music from mainstream artists to sound the same/too familiar because they are controlled by record labels.” Looking further into the fragmentation of our target audience it’s clear that although some may see mainstream artists in this way the other portion (the portion we are aiming our music video at) see them as ‘too familiar’, when creating our music video we aim to branch away from this to appeal to our chosen target audience as much as possible.