Researching channels that the music video would be broadcasted on it is clear that the channel wil be of a indie or alternative nature. This therefore narrows the channels which would broadcast the music video down significantly. The most likely channel that it will be broadcasted on will be Vilanoise as this meet the criteria for the music video.
Target Audience
General Demographic
The general demographic for the music video will be that refelective of the song itself. This being females aged between 18 to 24 typcially from England as of recent years this genre has began to reach its peak in this part of the world. Gathering data from YouGov it is suggested that the audience will be apart of a consulting society with a monthly disposable income of £1000.
Lifestyle
The audience is predicted to have hobbies such as writing and collecting of some nature, it suggest that their personality is sensative similar to how the song comes across, this will help me estbalish what should and shouldn't be shown in the music video when dealing with a sensative topic.
We believe that their general interests range from fashion, design and cosmetics which backs the point that we are dealing with a young audiecne as they have relatively modern interests, ti suggests that we could use props such as cosmetics within the video in order to create a connection between the character and the audience.
Personality
Once again gathering information from YouGov, from the data that was collected they have established that the typical audience for this band considers themsleves to be a leader, firm minded and perky. However, on occasion, cold and impatient, which allows us to use these elements of their personality when attempting to portray a certain emotion on the audience.
Band
The audience, being typically young adults, means that their brand loyalty is modern, being a customer of Apple, BBC and ITV which will allow us to use these to the music videos advantage in order to impliment product placement within the music video, however when doing so it has to be with subtlty due to the topic of the music video.
Entertainment
The audience is also typically a fan of films such as Home Alone and Dracula (2000) and TV shows such as The Great Britrish Bake off. These elements of the audiecne can help the devlopment of the music video as there is a TV involved within the making of the music video therefore if one of these shows are shown then the audience will feel a personal connection to the video and will therefore increase the audience's opinion about the video itself.
Online Activity
Our audiences online activity is important, in a constanlty growing society which is becoming more and more revolved around technology our audience's online activity can become impiortant when the music video is being published. The audience uses Facebook, Twitter and Youtube, this therefore means that the music video should be publisuhed on these websites in order to get the right people to view it. The audience is commonly on 'TheStudentRoom" which is a community page where people ask questions and answer on forums. This means that the music video may be talked about on there in order to discover an extensive meaning to the video and the sensative topic is it surrounding.
There tpypical online time is about 31 to 35 hours per week which means that these aspects are likely.
Genre
The Neighbourhodd Sweater Weather falls under the genre Alternative/ Indie the typical convnetions for an alternative/ indie music video are demonstrated below.
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Mise
–En -Scene
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Camera
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Editing
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The
location is typically abnormal to the average person (Middle of the desert/
seeing the life of the artist)
The
costumes are typically smart- casual
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High angles are typically used to
establish the setting of the video.
Performance elements are
incorporated using close ups of the artist and instruments.
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Editing to the beat is key in
this genre; this is so the music and video don’t develop a contrapuntal
affect for the audience.
Editing such as fades and slow
transitions are used when the beat slows down.
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The
lighting isn’t specific, it ranges to the location however, it is typically
natural lighting ( pathetic fallacy is used a lot)
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Group shots are typically used
to show the band in their entirety.
Low angles are used of the
singer are used when the lyrics become dominate as it creates the same affect
on screen.
Medium shots are used in order
to establish the body language of the artists.
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The speed of the editing is also
impacted by the emotions carried in the narrative, for example, if the
narrative is carrying a sad emotions such as loss then the editing will match
this with fades, whereas if the emotion carried is happy then there will be
more cuts then fades.
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