Reasons Why Music Videos Are Produced

Some thoughts and Conclusions

Target audience

After analysing the results from our primary and secondary research some conclusions were reached. The first conclusion reached and a point that will be vital for our strategy is that our main target audience should be females between that age of 16 and 25. This conclusion was reached as during our secondary research we found that the main audience of RnB (genre of music sang by the artist of our song choice, Frank Ocean) are females between the age of 13 and 25. Also, The Weekend, which is artist who sings in a style similar to Frank Ocean, has a main audience that consists in women between 13 and 24. However I say that we should focus on over 16 because the matter of the song and what we want to show in the music video should be addressed to an older audience. This opinion is also influenced by the results in our questionnaire, which proved that females actually pay attention to the storyline of the music video, however 0% of males pay attention to the storyline. We want our music video to have a storyline, so we should aim at those who will actually pay attention to it which are females. Another reason for women to be the main target audience is because homosexuality is a sensible matter, and in my opinion women are more comprehensive than the majority of men when it comes to these matters.

Production of the video

Our research helped to support our idea of keeping the music simple when it comes to effects and try to cause more impact with what is shown and with creativity.  This is because 50 % of the people who answered the questionnaire said that they also watch music videos because of the lyrics. In the focus group these two opinions were given ““I like music videos that correlate with the lyrics”; “I don’t like music videos that are distractive”. In the second opinion the candidate was trying to say that she does not like music videos that distract the audience from the lyrics. So due to these findings we will keep our idea of correlating the music video to the lyrics and keep it simple and unique so the message expressed on the lyrics is not lost. 

Focus Group Findings

Results and Findings on Questionnaires

Findings

Secondary Research on Controversy

One of the aspects that we have to bear in mind is how will people interpret what we put in our music video. An opinion in the focus group was what called me attention to this matter. As our song choice has to do with religion and homosexuality and we want to implement some of these themes in the music video, we have to be careful, as some people might take it as a personal offence or an offence to their religion. An example of a music video that was controversial regarding religion was Madonna’s “Like a prayer”.This music video created a great controversy as crosses were burned; Madonna also kissed Saint Martin de Porres in a church. This video was a mixture of sacred things with profane things. It really “angered” the Vatican and many other religious people, as they thought that the actor that portrayed Saint Martin de Porres, was a black version of Christ. They also found it extremely disrespectful that crosses were burnt. The director, Mary Lambert was really criticized for this music video.

This is the music video:

Evidence of Questionnaires

These is a pictures of the questionnaires we did.

Questionnaire

This is an example of the questionnaire the group will use. Music Video Questionnaire

Copyright

Before starting any project in which material that does not belong to us is used we have to think of copyright. So that's what the group did. As we are using Frank Ocean's "Bad Religion" a member of the group sent an email to Def Jam Recordings, which is the label of the singer. Even if we don't get a reply it is proof that we tried to contact for authorization.

Dates

Our group set some deadlines in order for us to get our project on target and well time managed and planned. The date for our filming will be on the 12th December, this will be give us time to correct any errors or footage before the 19th of December which was the deadline set by the teacher.
For the week of the 26th to the 30th the group agreed that all research had to be done so we could start working on the creative part of our project.
To conclude all the research agreed that:

All the questionnaires have to be done and Focus group had to be done by Monday.

Secondary research would have to be done for Wednesday.

On Wednesday we would start analysing the data.

By the Friday the 30th all the research would be done and analysing.

After this we could progress to the creative part of the project.

Plan & Strategy

Before doing our music video, we have to some research. Research is always important to found what people think and also other aspects that will "weight" when it comes to produce the music video.
The group is planning to work with questionnaires, focus groups and also some secondary research. We will do 20 questionnaires which will be divided into 10 females and 10 males. The purpose of the questionnaires will be to find out what people want in music video. We will also conduct a focus which will gives a more in depth opinion of what people want exactly in music videos and also what people would put in the music music for our song. Secondary research will also be done to find out what audience we should focus on and also other aspects regarding music videos.

I will be in charge of conducting the focus group, however will also contribute and help on other task, such as making the questionnaire and handing them out.

Judimar will be in charge of making the questionnaires.

Taulant will be handing out the questionnaires and also helping out on the focus group.

This was a way that we defined to finish our research fast but efficiently.

Bad Religion Lyrics and Annotations

This the lyrics of the song we chose and also some annotations. Bad Religion Anotation

Moodboard

This is a moodboard related to our song choice. The main issue covered in this moodboard is religion, that explains the crosses and also the writing in arabic "allahu akbar" which means "God is great". The background is black because I assumed that the singer is oppressed. He's living in darkness because he has a secret, and also his love is not being corresponded. The mood board also contains some writing that refers to homosexuality and religion.

Song Choice

My group song choice was Bad religion from Frank Ocean.
This songs was chosen because we felt that it is a song different form the usual. It has interesting lyrics which were able to give us many ideas when interpreting the song and also when deciding what to put in the music video.