How are Audiences Identified and Targeted

How are audiences identified and targeted from Wellsy0130

Amy Winehouse Case Study

Amy winehouse case study from Wellsy0130

Hall's Reception theory

Halls reception theory look into ho=w the audience view the music video and how they receive the messages within. The 3 readings that an audience may have to a music video are:
- Dominant - the viewer accepts the points made in the video.
- Negotiated - the viewer partly accepts the points but may question elements of the video.
- Oppositional - the viewer totally rejects the points made in the video.

It is highly likely that the majority of the audience will have a dominant view of the video as there is very little in terms of controversy and it is mainly about how the artist feels on stage.

Few music videos of this genre raise controversial points due to already appealing to a niche audience. If so, the fan-base of the artist may possibly agree with the controversial points.

Goodwin's conventions theory

Goodwin looked into genre conventions and their stereotypical characteristics stating that there were 7 different principles:
- Links between lyrics and visuals
- Genre characteristics
- Intertextual references
- Notions of looking; similar to the Male Gaze theory
- Voyeurism; the enjoyment of watching/ looking at the artist
- Demands of the record label
- Performance, narrative or concept based music videos.

We looked into the house music genre and the music video for our song 'finale' and uncovered several different styles used in the music video in comparison to other genres. In 'Finale', there is a focus on the artist and there is a narrative of him performing at a live show. While there are shots of the artist, very few are clear; ruling out the belief that the audience watches the music video to look at the artist. While the images don't often match up to the lyrics, the line'go out young' features a camera shift onto the audience who appear to be of a young age group.

Other videos from the genre in question also use the narrative of a live performance in their videos. There may sometimes be matches between the song and the visuals, however it is often very dependent on the context of the lyrics.

Madeon 'Finale' textual analysis

Textual Analysis: Varien's 'The Ancient & Arcane' Album Artwork

Mashd N Kutcher Website- Textual Analysis

Textual Analysis: Mashd N Kutcher Website from Max Biddlecombe

In order to get a better sense of how to create our website we have each looked at the 'Mashd N Kutcher' website in order to put together a textual analysis.

Madeon website textual analysis

In order to gain more of an idea of how to create our website and what to include, we decided to do a textual analysis of Madeon's own website:

Madeon Artwork Analysis

We began to analyse Madeon's artwork in order to fully understand some of the conventions needed in both our video and ancillary pieces.

Audience Research

In order to gain a better idea of what our target audience would like to see in our video we decided to interview some of them in order to reach our full potential:

The Kindest Cut theory

by looking into Vernallis' 'Kindest Cut' theory, we have been able to identify several different filming techniques which will make our music video look authentic:

Carol vernallis ‘the kindest cut’ theory from Max Biddlecombe

Finale Artwork

We looked into the artwork of the song we are intending on using for our music video and have created a short textual analysis about it:

Identifying audiences with the life matrix

Created with Padlet

Music Video Production

In order to fully understand the production process of most music videos, we decided to do a small amount of research in the production process which a lot of 'big' artists use.

Marketing

We have created a new presentation focussed on how artists market their music video in order to learn the different ways in which marketing can be done in the digital age.

Marketing Music Videos from Mattw2897

Case Study- Vevo

We have decided to do a case study on Vevo due to its heavy involvement in the distribution of music videos. By looking into this site, we have managed to gain a further understanding of how the distribution process works and how the largest audiences are drawn in.

Distribution of Music Videos

In order to learn more about how music videos are distributed, I decided to research the different ways in which it can be done and how content in the video itself can help:



The link in the Prezi-
http://www.independentmusicpromotions.com/self-promote-distribute-music-video-if-must/.

'Male Gaze' Theory

After looking into a few theories that can be applied to music videos, I have done a short textual analysis in which the Male Gaze theory can be applied.

Famous CD Covers and Music Videos

In order to fully prepare myself for my music video and CD cover along with it, I have been looking into some of the most famous examples. this was in order to see if they had anything in common with each other that I could use when making my own.

Famous CD Covers and Music Videos

Regulation

In the world of music videos, regulation is used to separate the family friendly from the controversial and inappropriate. A couple of years ago, the government announced that music videos would receive the same rating system as films and TV shows (12, 15, 18 etc.) however this was relatively unsuccessful. Music videos are regulated by the BBFC (British Board of Film Classification) and give more mature videos an advisory, mainly aimed at parents, in terms of discretion so that anyone deemed too young to view it does not.


A good example of a controversial video that was subsequently banned by the BBFC as Frankie Goes to Hollywood's 'Relax'. This video was banned for a period of time due to the era in which it was made. The video not only contained nudity, but also glamourised homosexuality which was very controversial in the 80s. In today's culture, such a topic would not be seen as so controversial due to the changed attitudes towards homosexuality.


Personally, I believe that regulation needs to be more strict it wants to be more effective by banning people who cannot prove their age in a more effective way than just clicking an "I am over 18" button with nothing else.