BBC social class test

As part of our target audience research we did the BBC social class test so we could understand our target audience more. We found that they are the poorest and most deprived class group, the Precariat. This has allowed us to get a better idea of what our audience is like and what the kind of thing they would want.
To make our music video appeal to our audience, it will have a sense of fantasy about it so they can escape from their reality. The band scene will have people like they would socialise with.

Target Audience Member Profiles

Name: Kate
Age: 47
Occupation: Nursing sister
Class: Middle class
Lives: Little town Welton

Hobbies: Socialising with friends in my spare time, eating out, films, walking and being in the garden.

Brands worn: If money wasn't an issue then Monsoon and Fat Face but at the minute Tesco or Asda.

What do you think of the genre Ska?
I don't really have an opinion I have always associated it with Mod's, it has never interested me

What type of music do you listen to?
Anything I like, but at the minute Emile Sande, Adele and Coldplay

Would you say you like the band Madness and why?
Yes, I think they are fun and the sort of music that all ages can relate to and enjoy 

What do you like to see in a music video?
Tells a story and that you can relate to the lyrics 

What don't you want to see in a music video?
Naked bodies, mindless interactions that don't mean anything

Name: Meg
Age: 17
Occupation: Student
Class: Lower class
Lives: Village, Middle Rasen

Hobbies: Singing, playing guitar, reading and writing

Brands worn: Mostly clothes from cheaper shops such as Primark, but when can afford to, likes to wear Fred Perry

What do you think of the genre ska?
I'm a really big fan of Ska because it generally has an uplifting tone and offbeat and I'm interested in the culture behind it.

What type of music do you listen to?
The Velvet Underground, Bob Marley, The Specials, The Strokes, The Libertines, The Clash, The Stone Roses, Talking Heads. 


Would you say you like the band Madness and why?
I love Madness because they can put anyone in a good mood and don't take themselves too seriously.


What do you like to see in a music video?
Symbolism and hidden meanings because I think it adds more depth to the video. I'd like to see more promotion of the artist and obscure camera angles because it keeps the audience engaged with the video. 


What don't you want to see in a music video?
Conspicuous consumption - the overuse of flashy brands/cars/ etc because it detracts the attention of the audience to things that are almost completely irrelevant to the song. 

Artist Permission

A screenshot of me asking the artist for permission to use their song on behalf of my group.

Target Audience Research

We decided to do a questionnaire and give it to adults and people in our own age group to find out what things people are looking for in a music video and particularly what age group and type of people like Ska music.

We found that everyone but 3 chose indie rock as their favourite genre and everyone in the age group 31+ chose indie rock.

They like this genre because of the lyrics and melody.

All together they like videos to have a narrative and also performance based.

All except for 1 preferred the music to be upbeat.

We found that people are bored of seeing fighting, half naked women and boybands who talk about love.

Not one person had the same favourite music video but everyone liked a video that was more upbeat and bright with a storyline but performance based.

After looking at the information we collected, as a group we spoke about our ideas and how they would attract our target audience. Our original idea didn't really have a narrative, it was just a lot of people having a good time. But after speaking we have come up with a new conceptual idea where we show different eras in different rooms rather than just people doing different things. We then went further to say that in the separate rooms/houses we could show families rather than friends and then as it goes through the eras it shows how the family has changed over time and what has made this happen, things such as changes in the position of women and technology. I think this will make our video more interesting as it is an unique idea.

Target Audience

As a group we have decided that our target audience will be a wide range of people. Because of the generation of our song, we have decided that we will have 2 different target audiences. For the young audience it will be 16-25 because of the moderness of our video and the fun party atmosphere. The older audience will be 30-50 because they will be the most familiar with the song and the type of music.

Upon looking at Madness music videos and others in that their genre, it is clear that there is an audience for them. The song that we are doing has over 4 million views on YouTube showing that it is a popular song and people listen and watch.

Similarly The Specials - Ghost Town has over 2 million views.  

      




Looking at YouTube statistics on the Madness video for 'Baggy Trousers' I found that recently views on this video have increased, indicating that there is an active audience for this band.

 The above diagram shows the statistics for our chosen song 'Our House', there is an increase in views over the past few months, possibly due to Madness' tour which started earlier this year and is still ongoing.

The top comment on 'Baggy Trousers' also shows that there is an audience for this genre and band. 

Pitch

Feedback:
Good idea just need to be careful that we don't copy the lyrics and isn't just a video which is just a load of people having a party.
Make sure locations and cast are sorted out because we will need a lot of people.
People liked it because it is an original idea.
With the feedback we got we decided to change our idea a little and make it have a narrative where Lewis the main character is going through the house and having a really strange day going into the different rooms of his house. We understood the comment about making sure it didn't just follow the lyrics and we will make sure that we don't with the different themes in the rooms.

Student Video Analysis

Generic Conventions

Song Choice

My group and I have set our hearts on a Madness song, because we love the style and theme of their songs, we were torn between 'Our House' and 'House of Fun'. We understood that they are both well known songs but we all had ideas for those songs. As a group we have chosen to do Madness - 'Our House' for our music video, we decided this song because we prefer the lyrics and could visualise our video.  The theme of our video will be groups of people having fun, our early ideas are things such as parties, bath tubs full of people etc. We don't want to illustrate the lyrics, our video will be more towards amplify or disjuncture.       

The group Madness aren't apart of one genre, they are a mixture of: Ska, Reggae and bluebeat. For our music video we will have to ensure that it attracts all these audiences.

My Group

I am in a group with Gemma Green and Jess Hordon, we went together because we know we can get on and have similar interests. We were all together in a Sociology class so we have learnt to take in each others ideas and if there is a conflict we will be able to get it solved quickly without any fall outs.

Music Video Conventions

Brief

A promotion package for the release of an album, to include a music promo video, together the following two options:

•  a digipak for the albums release,
• a magazine advertisement for the digipak