Hey! My name's Joe and this is where I'll post my notes & work related to my A2 media studies over the next year or so.

Tuesday, 14 October 2014

Audience Research - Online Survey Analysis

Online Survey Analysis
For my Audience Research, I produced an online survey using the website "SurveyMonkey", with 9 questions that would help me get a better idea of what my audience expects from a music video and hence what they would want to see in my video.
My audience profile informed me as to how to go about my audience research. I found that my artist appealed to both younger generations and adults, but more so younger, teenage audiences. Knowing that I would be doing an online survey and a physical questionnaire, I sent out the link to the survey on my Personal Twitter and Facebook pages several times, where it would reach an audience roughly the same age as me, and hence fitting my audience profile. To account for the older audiences, my Dad's business "Wet Dog", a clothes shop in the coastal town of Cromer, also tweeted out the link to the survey. The business account has more followers and a greater reach than my account and helped to get more people to see the survey. The survey itself focuses on peoples music habits, what they listen to, how they listen to it, etc. and then moves on to expectations of a video and expectations of the Artist.

Question 1 and 2
 The first two questions help to form the basis of my questionnaire, age and gender. From my audience profile I found that my artist appealed to both males and females almost equally, probably more in favor of males due to lyrical content of him singing about relationship issues and love that would be about females. Also, as discussed above, the ages do differ, but predominantly my artist appeals to young adults/teenagers and then some adults also. By distributing the link on the two accounts I managed to gain some representation of different demographics. 78% of those who completed the survey were 17 or 18, around my age, and I myself fit the audience profile well as I like the artist. There was a 52:48 (nearest %) split between males and females so I managed to get an equal voice from both genders, which is makes responses more beneficial to me as I can make my video more appealing to both genders if opinions are shared.

Question 3

For the third question, I asked what my audiences favorite genres were. I included a wide range of genres, but was also careful to not include so many genres, or specific genres that were not relevant to my artist/audience profile. From my profile, I established Rock, Acoustic, Pop Punk and Post-Hardcore as the four genres that my audience were most engaged with, from their Twitter pages and bios. 3 genres tied as the most favoured, on 58%- Indie, Rock and Acoustic, closely followed by Singer/Songwriter. My artist, Abandoning Sunday, fits three of these four genres, showing the link between the demographics of the audience and their musical tastes, i.e. what the more favored genres are of today. For example, "Pop" ranks quite low, with about 25% saying they listen to modern pop music- what is more popular are sub-genres such as Pop Punk, which has recently regained popularity, and is one the other genres that my audience profile includes. Metal and Post Hardcore, arguably more niche genres, proved least popular, although I know from my audience profile that some people who listen to my artist do like this genre. However my audience is far from a metal act and this graph shows that the new album, which features more rock and acoustic based tracks, will appeal to my audience, as will the track I have been assigned for my music video.

Question 4
Next I asked how my audience consumed music. A sign of the times of the music industry at present is that Digital Downloads are most popular. This is actually quite interesting as all of my artists EPs and Albums have been exclusively digital downloads, and downloads are exceeding CD sales. Next is YouTube, where 68% of those surveyed say they use YouTube for music- this is where my video will be released, and Music Channels only achieved 32%, showing that my audience are used to viewing music videos on YouTube and that this is the more common platform, as everyone can access it or post things to it.

Question 5

This question was aimed to split my audience. Those who attended lots of live concerts could possibly be better for a focus group as they will probably be more passionate about music, whereas those who don't attend many account for the other side of this argument and what those who don't go to concerts think, and their interests. I found from my audience profile that my audience lead a variety of lifestyles and this question helps to account for this.

Question 6
For this question I inserted an image of my artist, Abandoning Sunday, and asked the respondents what they would expect this artist to be like, style-wise, and the impression they get of the artist.

Although this question did have some slightly jokey answers (see top and bottom answer above), but on the whole the respondents did acknowledge that this artist fit into the genre of rock, singer songwriter and acoustic, from his appearance in the image. Hence, I would use similar costumes and locations to convey the same things the respondents picked out, such as the "deep lyrics" and stylish clothing. Below is another selection of answers, all of whom said that they expected the artist to be acoustic or singer/songwriter, one drawing singer/songwriter Ben Howard as a likeness.



Question 7
For the next question I wanted my audience to actually listen to Abandoning Sunday, so I linked his newest single, "In Your Dreams". Falling under rock, the track is a guitar driven love song and has a homemade music video of Michael and the band playing. Including this question makes use of the fact that on my online survey the respondents are using the internet and can easily access YouTube, whereas the likelihood of me playing a song to people in public is very unlikely. 
From the question I found another split - 2 respondents straight up said they didn't like the track! The more popular answer was "Okay" (26%), although I must consider the fact that some respondents may have been too lazy to actually go and watch the video and click this answer as default. However 53% of respondents said they either liked it, really liked it or loved it, meaning that my audience profile matches up with the people that I have targeted through distributing my survey.

Question 8
For the penultimate question I asked which type of video my audience preferred, and hoped that by this stage the previous questions would've helped to establish this as a concrete answer I can develop my video from. However, I was hoping that performance wouldn't be the most popular, as the logistics of getting my artist in the video would be impossible, and upon hearing the song I would be using, titled "Real Talk", I was glad that Narrative came out as the top response, at 47%, shortly followed by a concept. Hence, I will make my video a narrative, and could perhaps include some conceptual motif, such as the effect that music has on people. 

Question 9
For the last question I wanted the respondents to help give me an insight into what I should include in my video, so I asked what people's favourite music video was and why, and what makes a good video. On the whole I received good feed back from this question.
Although it's more than likely the person saying their favorite video is to Basshunter is joking, the other responses here are still good. I know the video to Mallory Knox "Beggars" and the intertextual reference to Clockwork Orange and this is something this respondent highlighted so intertextual references, when they work well, are wanted. Ultimately it was said that the video should capture the mood of the song, both above for Dan Croll "Home" and below for Madness "House of Fun" (the demographic difference showing there), or a video that tells a story behind the lyrics that is perhaps not as prominent from just listening to the song - something I can incorporate in my video.




Tuesday, 7 October 2014

Treatment for Music Video - First Draft

Treatment Draft:
I was sent my track about a week ago by my Artist, Abandoning Sunday, and today he announced that the album it is taken from, "Struggle" will be released in two weeks time. At this point, no one else has heard this track and this is quite exciting from my point of view, making the video to accompany it. The track is called "Real Talk", and this is the initial draft of the treatment for this production.

Title: Abandoning Sunday - "Real Talk" Music Video.

Duration: Song length is 3:41, video length an estimated 4:00

Director/Producer: Joe Weston

Audience:
- Fans of different music genres, particularly Acoustic, Pop Punk, Post-Hardcore and Rock, as these are the genres that proved most popular amongst my target audience who are
- A mixture of teenagers, young adults and over 18s, of both genders, who can connect and relate to the artist's lyrics.
- These people are of different lifestyles, be it working or studying, with different interests, as everyone "can relate to the lyrics at some point in their lives", claim the artist.
[full Audience Research analysis to come following a full sample of surveys, click here for Audience Profile]
Outline:
My video to “Real Talk” follows the lives of 2 people, one of whom I will play, the other will be played by Tom. One is in a complicated relationship that is going through a difficult stage, and the man has to cope with his own personal issues and attempt to resolve the problems of the relationship, such as arguments over his drinking habits.  The other man feels as if he does not belong and is so used to being left out and being alone that he has become so reserved that he cannot see how much his friends care for him. The video explores how his friends come to his aid and how the relationship is solved, through the music of the artist, and how music brought everyone together. Hence, my third character, will be seen playing the acoustic guitar on top of a cliff to symbolise the meaning of the song.

Cast: 
Character 1 – Myself – Man in a difficult relationship facing issues about himself
 - later confirmed as Elliott Doyle
Character 2 – Tom Seago – Man facing issues with friendships and self-worth
Girl – yet to confirm
Guitarist – Ben Winter 


Group Members
- yet to confirm - later confirmed as Ben Winter
yet to confirm - " Lee Johnson
yet to confirm - " Myself
yet to confirm
yet to confirm

Potential cast: Elliott Doyle, Bradley Wilson, Sam Viganux, Cameron Dallas, Sarah Rodway, Jack Osborne, Grace Bridger, Megan Ballman, Ellie Weston, Beth Warne

Locations:
Sheringham Cliff
Cromer/Sheringham Beach
Bawdeswell Heath
Cromer / Overstrand Forest
Cromer
Taverham/Thorpe Marriott
Norwich
My House / Room

Rough Shot List and Reasoning
"-" indicates not applicable
"...." most likely indicating a lyric being sang here
Sections left blank, I know I need a shot here, but haven't developed an idea yet.

For the introduction and first verse, I want to establish the music video and get the audience questioning what might be going on in the music video. Before the introduction begins, I want to utilise establishing shots of the main locations the video will be set, and also make use of props to create depth to the characters stories, such as the bottles and scrunched up pieces of paper that were from writing songs etc. in the room. I also think using Time Lapse photography at the locations when the music kicks in will help show the passage of time, and hopefully establishing some themes. This also helps to create a state of equilibrium by showing the passage of time, adhering to Todorov's Narrative Theory, which I reference throughout my planning.
In the verse, I attempt to establish the story that the video tells, by utlising Goodwin's theories and connecting the visuals to the lyrics, such as "real bad habits" and then showing empty bottles. I want to create two distinct feels to this video, as literally, the meaning is about a relationship and how the male wants to change to keep them together, which I label "story part 1" which is what my character will take part in. However, I also feel the song could be interpreted to be about friendships, and how your friends will always help you through "we've come way too far..". Hence in the second part of the verse I introduce a second character, likely to be played by Tom for logistical reasons and the fact that he typically fits my audience profile due to his interests, as he struggles to find his way in the world. I place him in a forest, where naturally you have literal sense of direction and can easily seem lost, relating to the lyrics.
My third character is an equaliser. Meant to represent my artist, I will have him playing the guitar near a cliff, probably at Sheringham, as it was the first location I imagined after hearing the lyric "it's a long way down", the main lyric of the chorus and one of the main themes of the song so I thought it was quite important, and it can capture the emotion well.

Shot
Who/Where
Description
1 PRE
- / Room
Establishing shot of room
2
Room
Tape or CD with “AS” or “Real Talk” inserted
3
Forest/Track
Low angle of the autumnal forest/track floor
4
City/Town
Establishing shot of the city or town I will use
5
Room
Tape/CD press play
6 INTRO
Cliff
Time lapse looking out over the cliff
7
Forest
Time lapse or just a still shot of the forest
8
Room
Untidy room from start, with bottles/paper, etc. Text will be displayed in editing.
9
Field/Cliff
Close up of grass moving in the wind
10
Guitar / “
Same Shot but movement in the background
11
Forest/Track
Pan from skyàtrack or v.v., then track name
12 VERSE
Me / Room
Sending a text, close up of a phone
13
Guitar / Cliff
Close up of guitarist singing lyric “I’ve said before”
14
Room
Close ups of the empty bottles (ash tray?) for “bad habits”
15
Me, Girl / Field
Talking, not an argument (Todorov) “repeating myself”
16 V1.2
Tom / Forest
Shots of Tom exploring the forest area, don’t show face, climbing over trees etc. (Bawdeswell)
17
“ / “
18
“ / “
19
Me / Room
Close up of someone holding a photograph. Could either be of a girl for story part 1 or friends for story part 2.
20
“ / “
Photograph discarded
21 CHOR
Me, Girl / A Room
Argument, establish story part 1.
22
Guitar / Cliff
Singing lyric, side on “no one said..”
23
- / -
Cool shots as filler?
24
Guitar / Cliff
Tracking shot, move in towards feet of man on cliff for “long way down”
25 V2
City/Town
Shot of the city during the day, TL?
26
Group / Pavement
Group of friends together on the pavement having a good time.
27
“ / “
One character, Tom, is left behind “little I’ve got left”. Establish story part 2.
28
Me / Room
Shot of me becoming frustrated, bottles etc.
29
“ / “
As a result I grab my coat
30
“ / “
OTS of me going downstairs, cut as door shut
31 V2.2
Me / Tav. Church
“Lose my way” – sees church
32
“ / “
Switch perspective, walks away
33
- / Any location
Shot of a signpost, loss of direction etc.
34
Group / Town
Group laughing when out. I feature, away from girl.
35
Tom / Forest
Finds clearing / Cool shots
36 CHOR
Guitar / Cliff
High angle of guitarist on cliff singing lyric
37
Me (maybe Girl) / Room/Town
Phone call or conversation, saying lyrics “no one said…”
38
Tom / Forest
OTS of Tom running through the forest
39
“ / “
Tom skids to a halt at drop off
40
“ / “
“Long way Down”, low angle of Tom on drop off
41
----
“Lose hope” ? Church?
42
Guitar / Cliff
Singing lyric “you’ll keep me leaving”
43
Tom / Forest
Change forest. Cromer? Escaping
44
“ / “
Coming out of the forest and onto the beach

The second verse focuses on Character 2, and his issues. Little is revealed about him but I want to show him feeling excluded when he is out with his friends, hanging back and feeling anxious. He too could be undergoing relationship issues which is something I could explore later as I don't want to stray too far from the literal meaning of the song. Also, as the band are quite religious, when I heard "lose my way" I thought of both a Church, and how religion is often people's guidance and helps them find their way, and a signpost, for the more literal interpretation. I felt this was better suited to Character 1 and will probably show my character at the Church, and Tom's at the signpost. The music at the second part of verse 2 has an upbeat feel to it and so I want to make use of this by showing positive shots of Character 1 with his friends as he escapes his troubles, whilst Character 2 is still in the forest through the extended second chorus, and eventually finds his way out. All of this will be juxtaposed with images of the guitarist and other images to form the narrative.

45 INSTR
A series of good looking shots
46
Girl
Girl makes her decisions, show close ups of worry etc
47
Tom / Beach
Skimming stones, synced to beat
48
Guitar / Field
Shots of several people playing guitar
49
Group / Town
Having fun, realising one is missing
50
Stills
Pictures of the friends
51
Time lapses

52



The instrumental is the area that can probably include the most varied shots, relating to all sections of the narrative. It is the preceding section to the bridge where the disruption will occur (relating to Todorov's theory), and I think it can reveal a lot about the characters themselves and allow the audience to identify with them. This would be a good place to include intertextual references.

DISRUPTION
53 BRIDGE
Group / Forest
Group go into forest searching for friend
54
Member of group
“Over and Over” camera circles one while they are looking, spinning effect
55
Tom / Beach
Long shot of Tom sitting alone on the beach
56
Me / Room?
Shot of me screaming or releasing anger, “I’ve gotten so good”
57
Guitar / Cliff
Singing lyric
58
Me, Girl / Room, Town
Say lyric to girl, “I can change who I am” literal meaning
59 QUICK
Group / Forest
Quick shot of the group running
60
Me / Room
Punching  a wall? Show anger/despair
61
Girl / Room
Head in hands close up
62
-

63 PRE CH
Me, Girl / -
Talking to each other
64
“ “ / “
Switch over, SRS.
65
Guitar / Cliff
Repeat shot, “I’ve said before” (13)
66
Tom / Beach
Long shot à Mid shot of Tom on beach at sunset, head goes down.
67
“ / “
Fade to black

In this section, the lyrics reach their emotive climax, and I wish to encapture this. I thought I could have the group of friends go looking for Character 2 (Tom) as he was in the forest and a lot of people have a place they go to think so the forest could be his, and the friends know they'll find him there and want to make sure he's okay. Meanwhile, my character is releasing his anger at the fact he cannot convince the girl to make the decision to stay with him so they can "make it right", and they could gave a conversation at the end where the initial lyrics about repeating themselves are repeated. Tom's character will be alone on the beach, and the shot could fade to black to lure the audience into thinking it will not be a "happy ending" for his character, only to show hope, a key theme of the song and artist, when the chorus kicks back in again.

68 CHOR
Tom / Beach
Head turns round as music kicks in again, towards cliff
69
Tom / Me / Beach / Room
Both withdraw respective photos.
70
Guitar / Cliff
Singing “would be easy”
71 BUILD
Group / Tom / Cliff
Group goes up to the top of the cliff, tom comes up the other way
72
All / Cliff
Everyone meets at the top of the cliff for “long way down”.
73 CHOR
All / Park, Beach, Town.
Series of shots showing the group all together again (restoration, Todorov) having fun.  Girl and I appear also, in the background
74
75
76
77
Group / Beach
Friends hugging, Tom pulled in by someone and is shook. Fist bump, high five etc.
78
79
Me, Girl / Beach
“Give up and stop now” – says line to the girl.
80
All / Beach
Long shot of everyone re-united

For the first part of the chorus, I aim to show how music unites everybody (the goals of the artist being that everyone can relate to the lyrics, drawing people together), and so everyone could climb the cliff/hill area to meet at the summit where the guitarist is for the drop lyric "Long way down" as they overlook the sea. The last part of the chorus, when I first heard it, made me smile quite a lot, and I wish to re-create that emotion with positive scenes of everyone having a good time and the issues of the video being resolved, i.e. everyone showing the character who was worried his friends' didn't like him a lot of appreciation and love. For the outro, I could focus on the character with the troubled relationship, and how they managed to fix it, and the video will end with the tape or CD from the start being removed to show it was them listening to it all along, symbolising what music means to people.

81 OUTRO


82
Shots of the group together, naturally. Walking etc.

83
84
85
86
87
Group / Field
Playing football
88
Group / Town
Pushing joking around
89
Me, Girl
Hold hands / hug, restore
90 END
Me, Girl / Room
Tape/CD removed. Cut to show it was the two listening to it the whole time.

Shooting Schedule:
-          Forest scenes, Bawdeswell: Will require Tom plus 3 or 4 members of the Group. Half term.
-          Beach and Beach forest scenes: Will require all members of cast. Half term when Ben is back from holiday.
-          City scenes – Joe, Tom, few other members of group. Half term.
-          Cliff scenes – mainly require just Ben/Guitar. Last scenes require most of group members and Joe & Tom. Weekend, Sunday.
-          Room – Minimal cast, Joe & Girl. – Any day

-          Extra shots – just myself filming,  can be filmed any time.

See update posts for adjustments to the Treatment, Shot List, Shooting Schedule and Characters.