Primary Research

Pre-Production Coursework: Music Video

Primary Research:

1a. Quantitative research: Group Questionnaire

You should construct a questionnaire, which will help you gain an understanding of the conventions that your target audience would like to see in a music video.

The questions should be constructed in way, that will help you when you are thinking of ideas for content in your creativ mind mapping session.

The questionnaire should consist of between 6 and 10 questions and should be completed by at least 10 people.
Have a look at the example questions below, to give you some ideas.

1. What type of characters do you like to see in music videos
2. Do you prefer videos with a narrative or with live footage of the band? Why?
3. Do you like music videos to have an equilibrium, disruption and resolution?
4. What do you like to see in music videos?
5. Which music videos have caught you eye in the past and why?

The results should be collated and re-presented in the form of a graph or chart with an accompanying summative paragraph.

Example:

Quantitative Research

QUESTIONNAIRE:
A questionnaire is a number of questions which enable you to gather numerous data for a given enquiry, in my case it was a series of questions about music videos. From the data collected in the Questionnaire we can then take our data and present it in a clear way i.e. a graph. The graph allows us to see patterns corresponding with one another and we get a better understanding of the majority of people’s opinions and suggestions. What is then done with the data is up to you. Some may use this data to present averages, percentages and opinions whereas others may use their data to link theories together, spot patterns and trends or make further uses such as taking the information and relating it to your enquiry.
What Does The Graph Show?

From my graph I can see that the highest amount of people (10) said that they would like to see music videos with a narrative, due to this 9 people said they’d prefer the narrative to link with the song lyrics. Least people (6) wanted to see a realistic video and only 4 people said they’d prefer abstract. 7 people said they want the genre to be illustrated in the film, for example skulls symbolising death, thus connoting the genre – metal. Finally, only 8 out of the 10 people that completed my Questionnaire preferred to see the artist or band featuring in the film. Only one set of data that seemed surprising was that 100% of people I asked said they like music videos to have a narrative (storyline). This was surprising because a proportion of videos on the market today have no narrative yet still do just as well as song videos with one, so I would have presumed that some people would have chosen videos with no narrative.


1b. Qualitative Research: Interviews

You must interview 3 or more friends and then, document your findings…..

Think of 3 -6 open questions (questions that cannot be answered yes or no).
1. What type of characters do you like to see in music videos
2. Do you prefer videos with a narrative or with live footage of the band? Why?
3. Do you like music videos to have an equilibrium, disruption and resolution?
4. What do you like to see in music videos?
5. Which music videos have caught you eye in the past and why?

Write up your interviews in the format of a monologue………..

Chris Jackson, 21, Teacher, Headingley.
General Music Interests: Hard House and Funky Hip-Hop.

Chris was particularly interested in seeing members of the band looking natural, maybe in different settings from being on stage or on tour. Chris likes videos that reflect the narrative of the song and try and tell the story within the lyrics………………………………………………………….

This section must have a conclusion, in the shape of a graph or pie chart if possible but most likely in the form of a summative paragraph.

Example:
Matt, 16, Dance

Propps theory is always very good in music videos as it adds tensions and the video always ends on a good peaceful note. I like seeing women in video as I am attracted to most women. Videos with a fixed story are fun to watch as you want to know what happens next and this therefore creates enigmas. I like seeing fast cars in music videos as in some cases it can make the video move faster and create pace. Maximum I like to see a video last is around 3 minutes as long than this can become boring. I hate live footage of the band as I just don’t enjoy live footage. I like seeing videos set on beaches because it always look very peaceful and this can usually create a positive tone on the video. Animated videos always look childish to me and are usually boring to watch.

Lynn, Jazz

Propps theory is really predictable and when seeing it in a video make me want to switch channel. I’m a woman so enjoy seeing tall; dark men in videos as it keep me interested, even if I don’t like the music. Videos which tell a story are usually pointless as the story has nothing to do with the song. I also enjoy seeing animals in video as I like animals and they interest me. I’m not really bothered how long a movie lasts as long as it is not longer than 5 minutes. I enjoy seeing live footage of the band or artist as it gives me insight as what the singer is like when performing live. I enjoy seeing videos set in sunny destinations as I like sunny places as they are usually warm and exotic. Sometime because animated videos are very tacky they are sometime funny to watch due to the cheapness of them.

Nessa, 15, Dance and Pop

I enjoying seeing equilibrium, disruption and a resolution is a video as it adds excitement. I like seeing attractive men and women in videos as ugly people are not nice to watch. I like videos which tell a story especially when it relate back to the song as it gives the song meaning and depth. I like to see fast moving videos as this way I don not get bored. I hate long videos; they bore me and therefore make the song seem boring so a suitable length for a video would be around 3 minutes. I don’t really like seeing footage of the band live but I suppose it depends on the genre of the music. Videos which are animated are sometime not the most interesting thing to watch but it makes the video unique and memorable. I like seeing

Secondary Research

Secondary Research: Analysing a professional product:

Have a think a bout the questions posed on the website linked below before you start your secondary research.

http://www.storybookonline.net/breakinitdown/factoids/stereotypes.htm

You must watch a series of music videos and provide a short analysis of them using the relevant media language.

Ie: The colours are a strong signifier in the video as they attract the audience and help to keep the interest of the viewers. The primary target audience for the video is young teenagers and this is apparent form the animation used throughout.
The preferred reading of the video……………..







Lies Mcfly
The video starts off with low key lighting and an establishing shot of a sunset on a desert with a van in the distance. This is the location. It’s an enigma because there is a voice over that says “now we only have the memories ...” this immediately signifies that the video is going to have a narrative. ILow key lighting is used throughout the video to set the scene of power and evil. We now see a castle which anchors the rest of the video. We see the band and mutant people. Their appearance matches the one of the van and the surroundings, dark and mucky. Violins play in the background creating an eerie atmosphere, we see a low angled shot of woman but we don’t see her face. We immediately believe that she is bad because the camera angle gives her a sense of power us and the lighting technique supports that. Fire in the background creates a feeling of fear and the juxtaposition of the orange flames against the dark lighting connotes war and evil. The actors in the video are wearing army like suits and are mean to look like mutants. We now know that this is a fantasy, action video. The music starts just as a big explosion of fire shows. As the music speeds up the transitions are faster we and see a close up of a mutant person and a long shot of crowds of people walking into a sort of castle that is dark and foggy. Then there are shots that look as though the camera is in the crowd this makes us feel like we are there. . Red, blue and yellow lights are used and these colours stick to the low key lighting that we have seen so far.
We see close ups of band members and pov shots of the crowd. Special effects are used when the band appear to be flying in the air. They are used again when a fight scene is happening and it looks as though sparks are coming out of the band member’s hands.
A slow motion clip of a water bottle being thrown into the air is shown. This creates tension within the video because both parties want this bottle and when it lands we get to see who wins. The music stops until the bottle hits the floor where everything starts again. The video lasts for 6 minutes and is resembles a mini movie. It also has an equilibrium, resolution and disruption mirroring Todorov's theory.

Mind Map

You need to create a mind map which is similar to the example above. Try and extend this example and make sure that your categories are based around relevant media language.

If you click on the image below, you can print screen (pc) or shift+apple+4 (macs) then inset text boxes where appropriate but keep the same headings.

Proposal

3. Proposal of ideas:

A brief description of the locations and the characters, including the genre of the music, and the artist(s) who produce it. First Box

Two possible ways of presenting the video.:

• Narrative (Different Types / Chronological?
• Live Footage
• On Location
• Band members in character etc;

My first music video proposal features the band in the recording studio for certain sections of the song, primarily the chorus. This particular proposal has a multi strand narrative. One story line is a couple aggressively arguing in a street location, Vladimir Propp’s theory of having a hero, villain and damsel in distress will be used. Camera footage will flicker between the actors and the band, relating with the rhythm of the song. The narrative featuring the couple’s argument will be in a chronological order following the sequence: equilibrium (walking together) disruption (argument) and resolution (actor steps in and rescues the damsel). The band member’s location will be in a studio with the camera focusing on the lead singers facial expressions and lip movements, connoting the serious tone of the song. The genre is ‘indie’ and therefore should relate to its wide target audience, the song is a serious issue that occurs regularly in reality and therefore the video should reflect of that – the emotions, feeling and actions should be realistic so the audience can relate to it. This video will not include the majority of the uses of gratification theory such as surveillance, diversion and person relations. However the video would include person identity, so the verisimilitude of the piece relates to the temperament of the song.

My second proposal would be primarily focused on live footage – but not of the band. Instead it could be a charitable video as the song and issue is a serious matter that needs to be stopped – violence within the household (or in this case on the streets). The video could perhaps have footage from anti-violence charities to raise awareness. Therefore it would be a multi-stand narrative, with a montage of footage from both the band and an anti-violence campaign. There will be no actors used, as the verisimilitude of the piece is extremely realistic. The location of the band footage would be the band on tour – performing the song, from all across the country - close ups of fans will be used to show peoples facial expressions and also to show people supporting the song, singing along. The second footage, of the charity, should include dark lighting, connoting sadness and also should be in black and white…further emphasising the seriousness of the matter.

Treatment

4. Treatment:

Choose one of the two ideas put forward in your treatment and explain it in detail.

Try and use as much relevant language as possible:

I will begin with an establishing shot of a haunted house which will fade into a close up shot of the lead singer. The lead singer will be dressed will be dressed primarily in black clothes, the darkness of the character connotes evil and will attract the target audience.
The dark crosses positioned around the house are signifiers will help anchor the genre and help create the preferred reading of the text.
The white faces juxtaposed against the dark clothing will help create an eerie atmosphere in the video. Slow, deliberate editing will help capture the atmosphere of the song and create an interest in the audience………….

Student Example:

The location of my music video is to be set primarily on a local street, adding realism to the preferred verisimilitude. To emphasise the location an establishing shot of the area will be used, then a range of long shots and mid shots of the characters and locations to highlight the narrative and make the story line, stetting and people more easily understood. There will be two different sets of characters for the video as it has a multi-strand narrative. The first will be the band who conducts and produces the song. The band will be located indoors, in a studio, where a range of shots will be used to show them playing instruments and singing. The dress will be casual and modern linking with the genre, ‘trendy/indie’. The second set of characters will be Vladimire Propp’s hero, villain and damsel in distress. These actors/actress will be acting out the narrative corresponding with the lyrics of the song in the street location.

Visuals of both narratives will be alternating to form a ‘montage’ of footage. Events will be shown in a chronological order, reflecting off the song. As the visuals and lyrics are going to be represented by one another, this is the order in which the video will be sequenced.

As the song is a serious and heartfelt song the bands facial expressions will be anchored to show emotions, likewise, will a range of shots be used on the actors and actresses to add emphasis on the situation. At the beginning there will be diagetic sounds of cars going by and an argument the characters are having. Then ambience arrives as the bands song is being introduced to the plot (within the first 7 seconds). Then the arguments fade out and the song is the only, non-diagetic, sound to be heard. The characters will be shot silently with the song running over. The lighting is to be dark as the mode of address is opposite of being happy and jolly, it is in fact a serious issue that occurs on a regular basis in many homes. The representation is to be realistic. There will be no equilibrium, just straight to the disruption- aggression and anger, but then to the resolution villain is removed, damsel rescued.

In this video there will be no live footage of the band, as the prime intentions of the song are to raise awareness and not so much to entertain. The band will however be featured in the video and will be used as a ‘star vehicle’ role. As the genre is ‘indie’ it has its own conventions, such as the dress and tone in the artists voice signifying the overall temperament of the music. Referring to the uses of the gratification theory this video will be primarily to create a personal identify with the audience as well as surveillance.

The lighting will be dark, as the location is on the street at night, therefor the characters white faces will be juxtaposed against the nightlight. The dress and objects will all be casual and orthodox signifying the realism of the narrative further connoting the temperament of the piece.


http://www.creando.ca/about/treatment.shtml

Storyboard

5. Storyboard (Blank and example Provided)

Plan your video through a visual storyboard!
You can fill this storyboard in on the computer or, if you are bit of an artist you can draw your images in.


Music Video Storyboard

Regulation and Control

6. Regulation

Ofcom regulate TV and therefore you need to be aware of the broadcast codes and how they could affect the airing of your music video. Read the infromation below and answer the questions....

6. Regulation

Ofcom regulate TV and therefore you need to be aware of the broadcast codes and how they could affect the airing of your music video.

The Broadcasting act of 1990 requires that OFCOM does all it can to secure that nothing in programmes offends against good taste or decency or is likely to encourage or incite to crime or lead to disorder or be offensive to public feeling.

Introduction

Ofcom was designed to be a 'super regulator', required in an age where many media platforms are converging. Ofcom was initially established in the Office of Communications Act 2002 [1], but received its full authority from the Communications Act 2003. On December 29, 2003, Ofcom inherited the duties that had previously been the responsibility of five regulatory bodies:

* the Broadcasting Standards Commission
* the Independent Television Commission
* the Office of Telecommunications (Oftel)
* the Radio Authority
* the Radiocommunications Agency


The inaugural chairman of Ofcom is David Currie, Dean of Cass Business School at City University and a life peer under the title Lord Currie of Marylebone. Its chief executive Stephen Carter was formerly a senior executive of J Walter Thompson UK and NTL.

The short form of the name is given as OFCOM (all capitals) in the Communications Act 2003, which established the Office of Communications. Ofcom itself uses the mixed case form seen here, which is also the more widespread in the media.

Ofcom's main office is at Riverside House, 2a, Southwark Bridge Road, Southwark, London SE1 9HA.




Duties

Ofcom's duties are wide-ranging, covering all manner of industries and processes. It has a statutory duty to further the interests of citizens and consumers by promoting competition and protecting consumers from harmful or offensive material.

Some of the main things which Ofcom preside over are licensing, undertaking research, creating codes and policies, addressing complaints and looking into competition. Ofcom has also become well known for its tendency to issue lots and lots of consultations (there was even a consultation on the consultations). However, this is the way Ofcom intends to run its business, being more open, accountable, and receptive to public and industry comments.

Programme Complaints

As the regulatory body for media broadcasts, part of Ofcom's duties are to examine specific complaints by viewers/listeners about programmes. When Ofcom receives a complaint, it firstly asks the broadcaster for a copy of the programme, and it then examines the programme to see whether it is in breach of the broadcasting code. Ofcom also asks for a response from the broadcaster to the complaint. Considering these, Ofcom will mark the complaint as either upheld or not upheld, or alternatively 'resolved'.

Perhaps one of the most controversial decisions made by Ofcom regarding a complaint was that regarding Jerry Springer: The Opera. Having received a large number of complaints from various viewers, Ofcom decided there had been no breach of the broadcasting code, citing the broadcaster's right of freedom of expression under Article 10 of the European Convention on Human Rights.


PRINCIPLE: To ensure that people under 18 are protected

1.1 Material that might seriously impair, the physical mental or moral development of people under 18 must not be broadcast.

1.2 Children must be protected by appropriate scheduling from material that is unsuitable to them

2.1 Broadcasters must ensure that material which may cause offence is justified by the context. Broadcasters must be careful when representing: offensive language, violence, sex, sexual violence, humiliation, distress, violation of human dignity, discriminatory treatment or language ( for example on the grounds of age, disability, gender, race, religion, beliefs and sexual orientation).

3.1 To ensure that material likely to encourage or incite the commission of crime or to lead to disorder must not be included in TV or Radio services.


Ofcom Broadcasting Code
Ofcom Guidence Notes (TV)

The answers to the following questions can be found by navigating through the OFCOM website, using the links above.

1. In which year was the broadcasting act made law and what was it set up to do?

2. On December 29th 2003 OFCOM replaced the 5 previous regulators for media in Britain, who were they?

3. What duties do OFCOM carry out?

4. How do OFCOM deal with complaints from the public?

5. Why would you have to take OFCOM into account, if you are producing a TV programme that includes music videos and interviews.

6. Choose one of the broadcasting codes and explain what it means. Suggest ways in which this code may be contravened by the content of your programme.

7. How could you ensure that the broadcasting codes will not be broken? (Scheduling, genre of music, censorship, editing etc)

Promotion and Distribution

7. Promotion and Distribution

In what ways could you video be promoted and distributed?

Where could it be advertised?

Where will it be shown?

How have music channels and the internet changed our viewing habits?

Example answer:

Music videos are promoted in a variety of ways. Some are more widely used then others, corresponding with how technology changes. Television channels and adverts are greatly used as the audience who views the television are of a wide age range- appealing to almost every target audience (depending on the time of the day). The internet is becoming increasingly involved in the contribution to music promotion, websites such as; You Tube and MySpace are a primary way for upcoming/ ‘all ready made it’ artists/bands to be virally advertised. Visual media such as billboards, magazines and posters are also more greatly used as accessibility has become more simple. The promotion of music is advertised everywhere and has adapted to our economy and way of life. Every where we go there is some form of media promotion, its inescapable. Posters, bill boards and magazines are a public promotion technique that is almost subliminally advertised. A more personal use of advertisement is on music channels, where the people think they are picking what they watch, when really all music channels are advertising some sort of media.


To promote my music video I would consider the budget and accessibility to my primary audience. Considering, MySpace and You tube are free I would distribute the music video on those websites, as the target audience is fairly young, and the internet is being excessively used for promotion, I feel all aspects of manipulating the internet this way would be beneficial in all aspects. I could, however, promote the music video at Grangefield, by using a widely watched programme such as Friday world to market the video. I could also take advantage of the schools intranet – further attracting the primary audience on many levels. As advertising is a campaign, its key to attract the right audience, I will focus on doing this by using ionic as well as symbolic items to associate with the artist.