MUSIC VIDEO PITCH &
AUDIENCE
PRODUCTION COMPANY //
REVERSE PERCEPTION STUDIOS
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We are a Media studio that specialises in film production - in particular, music videos and short films.
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We are an independent production company, and therefore target Niche audiences, as they are better suited to our vision and values.
The music video, being pitched will be promoted on social media platforms, once it is uploaded on YouTube. This will allow it to be spread on social media, with the potential to go viral. It could also be uploaded on VEVO, a platform specific to the music video industry. To further promote, not only the music video, but the song "Arsonist's Lullabye" and Hozier, a marketing package will be created to campaign. This will consist of a Magazine Advert for the song's album and a Digipak for the CD
It will be part of the Indie Genre, since it will be a narrative video to a song classified as indie rock and blues
Click here for Pitch Script
MEDIA PITCH //
PRESENTATION
To gain audience feedback throughout the process of planning and final ideas, I presented my production company and music video idea to the class and teacher. This allowed to me to personally receive feedback on the idea, the filming process, the final product and the ancillary products. This feedback allowed me to evaluate my current thoughts and be able to develop them. Since my target audience is young people, I was able to gain feedback from my classmates, who were of the same category. I was pleased to hear that they would listen and watch this style of music genre, as this illustrated that the audience profiling was correct. Therefore, this revealed that there was success evident for this narrative idea with the song, however to ensure this success I must develop the story line further, to express the meaning I want to convey to the audience. To do this, I will create a storyboard of the shots I already envisage as a basis. I will then build up from there to include more compositions, angles and acting. Then I will begin casting for the appropriate actress to play this dramatic character.
Since I am producing and directing this alone, I will also need to create schedules to keep up to date and ready for deadlines to stay on board with all the coursework, however I believe I can beat this. One focus of feedback I had was to think precisely about how I will be advertising for this video - would I be using the artist for the cover or the character? Since I've thought about this, I have decided that I would use the character, but incorporate Hozier's style, such as his album artwork, into the advertising - as well as himself.
AUDIENCE RESEARCH //
AUDIENCE PROFILE
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I plan to aim at a niche audience, because although they are a much smaller target audience, they are dedicated to the artist and their style and are also more influential and open. Since they are often the fanbase, this gives me a platform to advertise and promote the music video through the media. I will also be creating Digipacks or a website to include more information and imagery to help promote the video and the artist.
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Using the Life Matrix, the audience will be categorised as Tribe Wired and/or Funatics, since the values, attitudes and beliefs of these groups are more situated to the artist, the song and the market, which is aimed at young individuals. Therefore, I believe that a target age would be 12-18, as these are the groups of young people that are easier to target on social media. However, it will be suitable for those above the age of 18.
After analysing the response to this question, there is a clear majority that my target audience prefer Pop and Indie genre (both at 22/37). This conforms my song choice, as this is Indie rock, therefore this shows that this genre of music appeals to the majority of my target audience. However, Rap/Hip Hop had a large vote as well, which contrasts the majority vote, as this genre has a very different style.
Since my target audience is based on teenagers and young individuals, I uploaded this survey to Facebook. This allowed me to display it to my friends on Facebook, who are of the same age categories. From the survey, I found that, specifically, the age bracket of 16-17 year olds would be who to target exactly, as this was the age of majority of the respondents - 81.08%.
91.89% of all respondents said that they watched videos, this therefore displays that there is a large market for these videos, and so a chance for success. The majority of answers revealed that they watch music videos weekly, this further confirms the market for them, as this shows that there is high demand for such videos, as they are popular.
To find out the most efficient and successful way to promote the finished product, I asked what social media platforms were used the most to watch music videos. 100% revealed they watch them on YouTube, therefore I will definitely upload it onto here like planned, to advertise the product for the artist. Facebook was also a large contender, however with all these social media sites, the links to the videos are from uploads to YouTube or VEVO. Although I will upload on Facebook, Twitter and Instagram as well, since these platforms are used daily by my main target audience of 16-17 year olds.
Over 70% of my respondents stated that they prefer to watch narrative genres of music video. This confirms Goodwin's theory that stated that narrative perspective was a large aspect of Music Videos, however Performance was not as popular as he perceived though. This also confirms my idea for Arsonist's Lullabye, as this will be a narrative story to the song, expressing its underlying themes.
Drama was the highest scoring genre for narrative videos, with adventure being second at 40%. This shows that my target audience prefer dramatic stories, as they are gripping and captivating. This is the style of genre I was expecting for the music video, however not as cliche as adventure style narratives. Furthermore, this data conforms my expectations, which helps me to further develop the initial idea.
Targeting the audience about the chosen artist, only 3/37 had not listened to his music, with a large 83.78% who have listened and enjoy his music. Therefore this illustrates that I have chosen an artist who is greatly listened by my target audience, and so he is in demand, as there is a market here for success.
I also asked who would they prefer as the protagonist in the video, to which over half (54%) replied that they did not have any preference for the main character. This helps me, as it gives me a platform to choose without causing controversy with the audience. Despite this though, Female had 14% more votes than a male character, so there is a market here for me to have a female protagonist.
Since I have suggested to produce the video in black and white to be able to represent the dark themes of the song, I asked my target audience specifically if they would watch it if it were in black and white. Overall, 79% answered that yes they would watch it, with little respondents saying no they would not. This gives me further confirmation that a black and white video would be successful, since it also reflects the mood of the song and Hozier has previously had one in this colour palette.
Some answers were written as 'other', here they stated that they wouldn't mind seeing it in black and white, however they prefer colour or would only watch if it was done well and professionally. This is a disadvantage of editing the video into black and white, as not everyone will enjoy it in this palette, so therefore there is a possibility that I could do a screening of the video in the 2 different palettes to gain audience feedback on what is more appealing. Also, with black and white, usually if the video is not filmed professionally, the grain and quality of the video is low. So, if I am to change the colour, I will ensure I film on my Nikon Camera and then edit the colour in the post production process. This will give me two finished videos for the song, rather than filming in black and white (which is an effect on my camera) and only having one option.
CERTIFICATION //
Just like any type of film, it has recently been made that online music videos must be given an age certification, after a government pilot. From an article about this in 2015: Sony Music, Universal Music and Warner Music were said to have to send videos to the British Board of Film Classification (BBFC) before putting them on YouTube and Vevo.
Hozier is contracted with the Universal Music Group, who have the rights to the label Island Records UK, which manage Hozier's music and videos. Therefore this suggests that it would be appropriate for my music video to undergo BBFC certification, to cooporate with legal laws.
Contains material that is not generally suitable for children aged under 12. Discriminatory language or behaviour must not be endorsed, as a whole. Misuse of drugs must be infrequent. No promotion of potentially dangerous behaviour that can be copied. Moderate language. Nudity must be brief and discreet. Moderate physical and psychological threat and horror sequences. Moderate violence but it should not dwell on detail.
Suitable only for 15 years and over. As a whole, it must not endorse discriminatory language or behaviour. Drug abuse may be shown but as a whole must not promote or encourage it. Dangerous behaviour (for example, hanging, suicide and self-harming) should not dwell on detail which could be copied. There may be strong language. No constraints on non-sexual nudity, but sexual must not be in detail - as with sex. May be strong threat and horror. Violence may be strong but should not dwell on the infliction of pain.
The government says the scheme will "protect children from viewing inappropriate videos on the internet"
The sort of issues the BBFC considers in classifying music videos include:
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drug misuse
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dangerous behaviour presented as safe
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bad language
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sexual behaviour and nudity
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threatening behaviour and violence
The majority of music videos actually do not have these partner ratings, unless it is very explicit. Instead, many videos have 'Parental Advisory' or 'Explicit Content' . Hozier's first video 'Take Me to Church' was categorised as explicit, since their is violence, homophobia and distress - however it is not extremely explicit. The neighbourhood does not have the parental advisory shot, however they have said Explicit within the title of the video, to warn the viewers beforehand. This video is explicit due to signs of nudity.
Therefore, if I am to be making a video raising awareness of mental health, I will need to see if it is suitable for ordinary watch or if it is explicit with the target audience - only over 12 allowed?
Those with an age rating can be found with this partner rating and age. This video is therefore only suitable for those 12 and above. YouTube can restrict these videos if the accounts age is below the rating.
After revisiting my synopsis to fully cover the brief and create a more convincing and understanding moving image, I decided to not focus on the issues of mental health and the 'demons' raised in the song. Instead, focusing on a story in which was more fictional in narrative. Therefore, there is not a strong sense of explicit content, such as drug misuse, bad behaviour etc, to class this as a 15 or 12 through the BBFC. Online music video classification came into action in August 2015 in order to keep children safe online and to improve their protection. So, since Universal Music UK (who Hozier has a contract with) are signed to this government policy, Reverse Perception Studios must cooperate with the classification guidelines. The guidelines above are only assigned to those videos classed 12, 15 or 18, it does not need to be classified if not meeting/below the guidelines.
The Arsonist's Lullabye music video does not meet or apply to the guidelines since there is no: drug misuse, bad language, sexual behaviour and nudity, threatening behaviour and violence. However, it could be argued that there are scenes of dangerous behaviour presented as safe, such as the fire, running away and living rough - these are actions that should not be taken by young children, as it puts their safety at risk. Therefore the classification of the music video will be an age rating of 12.
YOU GOV //
In order to develop my audience profile, I conducted research on You Gov, which is a website that analyses collective public information. This, therefore, creates portfolios of different subject matters from peoples interests, ages, salary, location, jobs etc.
I selected Hozier as a profile, to find out demographic data about his fans. There was a large following of over 3500 fans, which illustrates his success as an artist. From the data collected, it is clear that the ideal target market for this artist was Females aged 18-24 - higher than my target audience, therefore this reveals that it is still suitable for adults . Their jobs are rather influenced by the creative industries eg. Fashion Design. This conforms to the stereotype of the genre of music - Indie - since this in itself is a creative area, emphasis on cinematic aesthetics, colours, art etc. Something which surprised me, was the location his music is most heard in - Central Scotland. However overall, out of everyone who answered this survey, the highest percentage of listeners were in London. This is understandable as it is the Capital City and a hub for entertainment and creative industries.
These findings are still similar to my own audience profiling, as the age is of a similar range. However, a disadvantage of You Gov is that, to undertake the survey you must be at least 18 years of age. Therefore, this displaces a large proportion of young people who could be potential target audiences - a biased outcome.
