Magazine advert analysis - Miss Miller.

A magazine album adverts purpose is to get the album out to the target audience and persuade them to buy it. The advert uses several devices in order to achieve this purpose, these include: representation of artist, connotations of the advert, colours, design/layout and images. I will be analysing two magazine adverts from the dance genre and discuss how they achieve there purpose. The first magazine advert I will be analysing is Examples album "Won't Go Quietly". The second advert I will be analysing is Basement Jaxx "Rooty". I have chosen both of these adverts as I feel they will benefit me most when it comes to creating my own album advert as they are from the same genre as my artist.

Example - Won't Go Quietly

The artist representation in this magazine advert is important in persuading the target audience to purchase the album. Here, Example has been portrayed to the audience as a controversial artist through the title "Won't Go Quietly", therefore suggesting that Example is an artist who is different and trying to make a name for himself. Furthermore we can see several images of Example in which he is wearing unusual clothing such as a bear outfit, this suggests to the audience that Example is a unique artist and not afraid to be diverse. This will attract members of his target audience as they can see that he is likely to stand out in his genre. Through using the combination of clothing and the title it allows the audience to clearly recognise which genre that the magazien advert is from. For example the title is what attracts them first to the magazine advert and then when they take a more detailed look at the images they are further attracted to purchase the album as they can see it is unique and from the dance genre.

The connotations of this album advert are clear to see. The album title "Won't Go Quietly" connotes to the audience that Example is planning on making a name for himself and staying around in the genre for a long time. Furthermore the connotations of the artists stage name "Example" are that he is setting the example for the rest of the artists in his genre, meaning that he sets the ball mark. Furthermore it portrays the artist as being an idol for the target audience as he is "Example". This will attract the audience into purchasing the album as they appeal to the artist and feel that purchasing the album allows them to join the artists lifestyle.

The colours used in this advert are mostly white and black. These colours are effective as they are bold and stand out, this means that it is likely to grab the audiences attention. Furthermore the colours black and white connote that the album is going to be bold and stand out. The other colours that are used in this advert are on the clothes that the artist is wearing such as red and orange, this means that he is therefore likely to stand out against the plain background and the audiences attention is therefore drawn to him. The use of colours in this magazine advert promote the artist effectively therefore as he stands out, meaning that the audience can see that the album belongs to him and fans of the artist will therefore purchase the album.

The design and layout of this album advert is unique as you would usually expect to see one main image of the artist that stands out, however in this case there are a variety of smaller images of the artist. Although this means the artist does not stand out as much, it demonstrates that he is going against conventions and attempting to be diverse. This is something that is likely to attract the target audience as the dance genre is often seen as being diverse. The layout of the font is is at the top of the advert and the bottom, I believe this is well placed as it means that the target audience are able to see the title easily and it also allows room for the main images. Finally the names of the singles in the album are placed at the bottom of the advert, this allows people who may take a deeper look at the advert to see songs that will be featured in the album and if they recognise them they may be persuaded to purchase it.

The images used in this advert have been chosen well. We can see several images of the artist, this informs the audience who the album belongs to and if they are a fan of his they may choose to buy the album. There is one image of Example holding a microphone and shouting down it, this links in well with the title of the album "Won't Go Quietly" and means that the images are related to the album. We also see a lot of diverse imagery in this advert, such as Example wearing a crash helmet, although this is not related to the genre it shows that he is attempting to be diverse and this may attract people to purchase the product.

The typography used in this advert is bold as the artists name and album title are written in a thick font. This means that the advert will grab readers attention and they will therefore be more likely to buy the product. The font in this advert is also written in black and white, this keeps a consistency and makes the album look professional as well as original. 

This album advert promotes the dance genre and the artist as being diverse through the use of different images used. The variety of strange costumes we see Example wearing in this advert enables us to see him and the dance genre as being unique. It also promotes the genre as standing out through the album title "Won't Go Quietly", suggesting that the dance genre is made up of artists who want to be bold and make a name for themselves. 

This album advert attracts its audience in a variety of ways. It relies on its bold and original typography in order to catch the eye of readers. This is likely to entice them to further examine the advert and then the diverse imagery and which stands out against the plain background attracts an audience who is appealed by diversity.

Summary:
I believe that this advert is successful in presenting the artist Example as a diverse artist. I can see this as the artist is shown in many diverse outfits and I believe that this is effective as it makes the artist stand out among others and the artist can therefore recognise him more easily. However I believe that the advert is not very successful in showing that the album belongs to the dance genre. In my opinion the colours used are too bland to make the advert look like it is from the dance genre. I think it is important for an album to look like it is from its genre as this is what attracts the target audience. As a result of this I will not be taking any inspirations in terms of colour from this magazine advert. However I will take inspiration from the bold font that is used to make the artists name and album name stand out and appeal to the target audience.

Basement Jaxx - Rooty

The representation of the artist in this album advert is not easy to see as the artist them self have not been included on the cover. However, the use of the unique images in this advert suggests that the artists is representing themselves as being diverse much like Example did in his album. This diverse representation is something that is likely to appeal to the target audience as it means the artist is differentiating from the normality and therefore making them self more appealing.

The use of the space image in the background of this album advert connotes to the target audience that the artist is 'out of this world' and therefore head and shoulders above the rest. This connotation will persuade the audience to buy the product as it is a positive connotation. Furthermore we can see a main image of a Gorilla in this advert, which is often referred to as the king of the jungle, therefore connoting that the artist is the king of their genre.  The images are almost abnormal, which is connotation you may also associate to the sounds within dance music. The amusing images and colours also suggests that the content of the album doesn't include emotional and serious content but the conventional exciting and uplifting dance music, appealing to the target audience.

The colours that are used in this album advert are bright such as pink and yellow. These luminous colours make the advert stand out and catch the eye of the target audience as well as suggesting that the artist are bright and edgy. The bright colours used also contrast well with the black background and make the font which is written in yellow and green stand out. These bright colours that have been used help display that the artist is from the dance genre as this genre is often related to bright luminous colours. This therefore makes the advert conventional to its genre. The abstract affect of the colour also indicates the abstract sound that would be involved within the album; linking to the electro house genre which consists of computerised abstract sounds.The fact that there is a dark background which is of a night sky indicates the atmosphere and setting that the music is often listened to. Dance music is usually referenced to the night time, when the taret audience would attend a club. It appeals to the target audience and the use of bright colours attracts newer audiences which would become interested and intrigued with the album.

The design and layout in this album advert works well, the artists name "Basement Jaxx" is positioned well at the top of the advert making it stand out and attract fans of the artist. The album name is also positioned very cleverly just below the main image which means that readers attention will be attracted to the name of the album after they have seen the main image. The main image is positioned dead centre of the advert and is very large, again meaning that it stands out and attracts the readers attention. Finally we see further information such as the release date positioned just below the album name, making it easy for the readers to see. This creates excitement among the target audience and fans who will be encouraged to purchase the album on the release date.

The choice of imagery in this album advert is important as we do not see the artist. As a result of this it is important that the advert includes a bold image which symbolises something. This is achieved through the use of a Gorilla, symbolising that they are the king of their genre as the Gorilla is the king of the jungle. Furthermore the Gorilla is a blonde colour, which is unusual as we would usually expect a Gorilla to be black. This again supports the idea that the artist is trying to be diverse and go against normality. The images and colours used within the advertisement also represent that artist as funny or amusing through the strange picture that is used. This attracts the audience to the artist as he appears to have an amusing personality.

The typography in this advert stands out well as both the artists name and album name are written in capital letters, this makes it bold and therefore is likely to catch the eye of the reader. Furthermore the typography is very edgy and futuristic, suggesting that the artist is the future of the genre. The "Basement Jaxx" font is coloured yellow, green and pink, connoting to the audience that the artist is standing out and also attempting to be edgy. This reflects the artist themselves. The typography also matches the usual font that is used for the artist name, the chosen font style is the one that is associated with the artist and has become their logo. The same font continues in the name of the album which keep the advert consistent, labeling the important information in the same recognisable typography.

Summary:
I believe that this is the much stronger magazine advert as it is very effective in achieving its purpose. I believe that it advertises the artist very well as it represents them as being unique and standing out from the crowd which is likely to appeal to the target audience. Furthermore I believe that it is clearly recognisable that the album is from the dance genre as it is a very conventional advert. As a result of this I will be taking many inspirations from this magazine advert. I will try to replicate the use of bright and luminous colours to make the advert stand out and part of the dance genre. Furthermore I will try to include diverse images to make the advert memorable to the target audience.

Planning iconography and setting - Miss Georgiou

The setting and iconography is something that is very important within a music video. The iconography is important as it includes things like musical instruments, flash cars etc. These are important to the music video as they enable the audience to view the artist in a certain way for example by including a flash car the artist is being represented as having a lot of money, this making them seem more appealing to the target audience. The setting is also important to a music video as it sets the atmosphere for the rest of the music video. For example if it was set on a beach the audience are able to see that it is going to be a relaxed music video. The setting is also important as it can make a music video conventional to its genre.

Location 1 - An empty park early in the morning.

We have chose this location to display the representation of our female character. We feel that putting her in an empty park early in the morning will make her seem isolated, this will therefore convey to the target audience that she has made some bad decisions in her life as she is waking up in a park. This location will also make it appear to the audience that the female is homeless. The action that will take place in this location is the young girl waking up and looking very isolated and lonely. Furthermore we will be using a time lapse effect here which will show loads of people passing her as she sits on the floor begging for money. This will portray to the audience that she has no one to care for her. This location that we have chosen has its limitations however. It will be difficult for us to create the time lapse effect as the location we have chosen is usually very quiet.

The location that we have chosen has minimal, if any health and safety risks.

If the weather is bad when it comes to filming we may have to change our location as it is outside. As a back up plan we have decided to use a dark room with graffiti on the walls.

Location 2 - A club.

We have chosen this location to show our artist playing to hundreds of people. We feel that this location is best for this as it is very conventional and will therefore make our artist appear to be more relatable to our target audience. This location will also portray to the audience that our artist is an idol as there will be people dancing to his music and screaming at him to get his attention. The action that will take place in this location is people dancing and we will also show close ups of the artist on his DJ decks with earphones. The limitations of this location is that it will be hard to replicate a club setting in a normal room. It will also be hard to get a large amount of people together to make it appear as a club setting.

There are also minimal health and safety risks in this location.

Bad weather will not effect this location as it is inside.

Location 3 - Train station.

We have chose this location so that we can portray our male character to the audience. We feel that this location best fits in with the narrative that we want to depict to our target audience. In this location we will show the male character waiting for a train to commute to work. We will be portraying him as being fed up with the same thing every day. The limitations of this location is that there will be a lot of other people there who are getting on the train and this could interfere with our filming. Furthermore the trains are very loud and we may have to edit that sound out or make it less heavy.

Health and safety risks at this location are very prominent. There will be a risk of falling onto the tracks when filming, in order to overcome this we will make sure that we film well away from the tracks.

Bad weather will not really have an effect on this location as the station we plan to film at has a roof.

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Iconography:

1. Cup of tea.
This piece of iconography will be used by our female character. The tea will be in a paper cup and the female character will be grasping it with her hands to show that she is cold. This piece of iconography will portray to the audience that the character does not have a lot of money as she is drinking a cup of tea in a park, this suggests that she is homeless. This iconography is not conventional to the music genre as it is being used to create a narrative and narrative style music videos are unconventional in the dance genre.

2. Hat.
This iconography will be raggy old hat that is placed on the floor in the park to collect money. This piece of iconography will depict again to the audience that the girl has no money and will therefore help tell the narrative in our music video. Again this is an unconventional piece of iconography as it is being used to tell a narrative.

3. Briefcase.
This iconography will be used by our male character and it will be a plain black briefcase. This iconography will help the audience to see that he is in a professional job and also see that he is being portrayed as ordinary and almost boring. This iconography is also unconventional for the dance genre as it is being used to create a narrative.

4. Headphones.
These will be 'Beats' Headphones that are high quality and a well recognised brand within the music genre. These will be worn by our artist who is a DJ. This piece of iconography will portray our artist as being s professional DJ to the target audience. Furthermore it will allow the audience to recognise him as the artist and they will therefore be able to create a relationship with him. This is a conventional piece of iconography as headphones are often seen as a symbol of music and they often appear in dance music videos.

Lyric analysis - Miss Georgiou.

The hidden meaning of this song is that someone is looking back on decisions that they have made in their life, and they are regretting them. As a result of this they are wanting to Turn Back Time. We are going to use this hidden meaning to help create a narrative type music video, we are going to portray a young woman who has made some bad decisions in her life and wanting to turn back time. 

As a group we annotated our lyrics by researching them and then printing them off. Then we looked at the lyrics in detail to see what connotations could be made from them. Annotating our lyrics will be helpful for the planning of our music video as it will allow us to see what micro elements and style will be best to use. For example the turn back time lyric has allowed us to see that we want to create a narrative style music video.

Although our song is in the dance genre, the lyrics that have been used will allow us to create a love story in our music video. The lyric "now that we're older" will be portrayed through the two characters in the video looking back on their life and how it may have been different if they could "turn back time". The man that will be used in our music video will be shown in a normal job up the city and we will show him on his journey to work, however it is made clear that he may also have some regrets in his life and want to "turn back time". Showing the man in his job shows that he is grown up and conveys the lyric now that we're older. The female character will be portrayed as vulnerable and and the lyric "hate being without you" will be used to show how she wishes she could be back with the man if she made the right decisions in her life. The lyric "will it get better, now that we're older" also suggests that the pair may have expected a good future together but somewhere along the way it has all gone wrong. In the chorus of the song where there are a lot of lyrics we will create a narrative style video so that we can portray the lyrics to the audience. The editing here will mostly be slow also. However when the beat comes in and there are less lyrics we will transform it into a performance style video and include faster editing. 

In the first chorus the tempo really increases, the visuals my group will use to accompany the repetitive style will be the narrative continued, however back in time to the past, to when the two characters were young and enjoying their life. It will be a conventional club scene that is stereotypical to the style and pace of the music. The juxtaposition of the fast and slow tempo in the song is mirrored by the the lives of the characters that are being portrayed. The lyrics in the chorus are overly repetitive, despite the continuous repetition of the lyrics, the visuals can't simultaneously be repeated as the audience will loose interest and become bored. Meaning that the visuals accompanying the second chorus will be in the style of performance. It will be a stereotypical view of the artist performing on the DJ equipment to get the audience in the mood and make it feel like they are almost there. My group has decided that we will also include the stereotypical strobe lighting and edits to enhance the atmosphere that is created to accompany the lyrics.

For the lyric "its just another thing to break through" in the fourth chorus we will be using a split screen. I believe this edit will work very well with this lyric as it will show both characters separated by a split screen and that they could be together if they "broke through" it. I believe this will appeal to the target audience very well as it shows how emotional both characters both are and how the smallest decisions in their lives have led them to be separated. 

The song finishes with the repetition of the lyrics how I wish I could turn back time. This emphasises the narrative that is being depicted throughout the whole of the song, two characters who wish the could turn back time. There will be the use of the time lapse, at the ending verse. The use of this time lapse will compliment the lyrics and create a link between them and the visuals. The use of time quickly passing the characters with emphasize the way they feel their lives are just slowly continuing in the same boring way.

   

Research into chosen music artist - Miss Georgiou

As a group we decided that Sub Focus was a good artist to use in our music video. We decided this as we looked through a lot of artists in the dance genre and we thought that Sub Focus combined both lyrics and dance music best. We thought his would be best for us as we wanted to combine both narrative with the lyrics and performance with the dance music. Futhermore we was inspired to use Sub Focus as an artist because of there high profile reputation in the dance genre, therefore we thought in using there songs we could make our music video as conventional as possible.

Artist profile:

Sub Focus is a DJ act who's real name is Nick Douwma signed to Ram Records, released his first record in 2003 and is a well known artist in the dance genre. Sub Focus makes music from the drum and base, dub step and house genre. In 2005 he got his first number one single in the UK dance chart with "X-Ray". He then hit number one again in the UK dance chart in 2008 with "Timewarp". In 2013 he also released their biggest hit to date "Turn Back Time" which we will be using in our music video. In 2010, Sub Focus was a support act for Australian drum & bass band Pendulum on their UK tour to promote their third album Immersion. Later that year, he produced the Example track "Kickstarts" for his second album, Won't Go Quietly. The track was successful in the UK Singles Chart, peaking at number 3. This makes it Sub Focus' most commercially successful production to date. A free track "Falling Down" featuring vocals from Kenzie May was released on his website and was later released digitally as an EP on Beatport. In 2012, he released "Out the Blue" featuring Alice Gold and it reached number 23 in the UK Singles Chart. It was followed by "Tidal Wave" featuring Alpines which peaked at number 12 in the UK Singles Chart, which also became his first to spend at least 2 weeks in the Top 40. Tidal Wave also featured on the Mercedes Benz "Sound with Power" advertising campaign, along with Tinie Tempah. On 12 May 2013, "Endorphins" featuring Alex Clare was released, continuing his recent chart success, peaking at number 10 in the UK Singles Chart. The album's fifth single "Turn It Around" was released on 22 September 2013 and reached number 14. His second studio album Torus was released on 30 September 2013. He headlined the Radio 1 Dance stage at the Reading and Leeds Festivals 2013. Sub Focus played at Glastonbury 2013 with his new live show setup. Later in the summer of 2013 he went on to play at Dour Festival, Reading & Leeds, Global Gathering, Bestival and Isle of Wight festival among others. He headlined BBC Radio 1Xtra Live at the Bournemouth International Centre on 7 October. He then completed a 2013 UK tour. The sixth single from Torus, "Turn Back Time"  rose up the UK Singles Chart to number 85 prior to independent release and rising further due to featuring on the Radio 1 B-list. A week later, it climbed 49 places to number 36.

[Wikepedia]

Sub Focus is currently signed to RAM Records, which is one of the most well known record labels in the dance industry and they brand themselves as "The worlds leading drum & bass label". Sub Focus signed to RAM Records five years ago and this has helped him build his career and achieve things such as headlining a stage at Glastonbury in 2010. RAM Records have also signed many other dance artists such as Chase & Status and Hamilton, therefore this is a very good label for Sub Focus to be apart of as it specialises in one genre making it easier for the artist to target its audience when it comes to distributing their songs.

Although sales figures for Sub Focus are hard to find, his first studio album "Sub Focus" released in 2009 charted at number 51 in the UK album charts, and a single from the album called "Rock it" managed to break into the UK top 40. The second studio album "Torus" which was released in 2013 was much more successful for Sub Focus and managed to reach number 11 in the UK albums chart. This shows how much the artist has developed over the years.

Artist music video analysis:

Sub Focus - Tidal Wave

Dyers star theory is used in this video in the form of paradox one, which states that the star should be both ordinary and extraordinary in order to appeal to the consumer. This is evident in this music video as the artist, Sub Focus, appears to be ordinary through the use of clothing as he is wearing a normal everyday shirt. This makes him seem normal and therefore relatable to the target audience, which is appealing to them. However, he is also portrayed to be extraordinary at the same time as he is appearing in a music video which creates a "star" image surrounding him. This also appeals to the target audience as he can be seen as an icon.

Goodwins theory is used in this video to make it unconventional to the dance genre. This is seen at 1:07 when the beat of the song drops and slow timing of shots is used. This goes against Goodwins theory as it proposes that the visuals should be in relation with the music. However in this video the visuals are slow through the use of slow editing and the music is at a high pace, meaning they contradict eachother. In turn this creates a surreal effect making the music video more appealing to the target audience and it also makes it unique as it is going against the conventions of the genre.
On the other hand, this music video goes along with the laws of Goodwins theory. The audience can see this through the use of voyeurism, which Goodwin put in his theory saying that it allows the audience to focus on the artist and gain an insight into their life. This is seen when there is a close up of Sub Focus and then we see a close up of his feet walking along the beach. This allows the audience to gain an insight into the artists life and they are able to relate with him if there are common interests.

In this music video Sub Focus is represented as being diverse as he goes against what you would expect in a dance song. You would usually expect to see the dance artist in a club playing music to hundreds of people which would represent them as being an icon. However in this video Sub Focus is represented as being free through the use of nature. The music video is set by the sea and we often see shots of the artist wandering along the beach looking like he has not a care in the world. This is appealing to the target audience as they may be stuck in a 9-5 job and when they see this depiction of the artist they will envy him.

The target audience for this music video are males and females aged 15 - 25. This is clear through the type of song used, which is fast paced meaning it is more likely to attract those of the younger generation. The target audience are appealed to in many ways. We can see males and females being targeted through the female artist in the video who has an attractive body, making women want to look like her and men attracted to her.

If I had to categorise this music video I would say it is mainly concept based. A concept based music video has no clear storyline and has a random concept that is not really relatable to the artist. I would say this video is concept as although the lyrics may tell a story, the video does not show a clear story on its own. The video mostly consists of loads of different shots and a lot of editing.

Mise en Scene:

The costumes used in this video are important to how the artists are represented to the audience. The female singer in the music video is wearing a loose dress that is blowing in the wind throughout the video. This connotes to the audience that she is free like a bird, and is being represented as an artist who is not tied down. Furthermore the dress that she is wearing is patterned and different coloured, this again creates a representation that she is a dynamic artist. This is appealing to the audience as they can see that the artist is not tied down and willing to take risks.
The costume that the artist Sub Focus has on also plays a role in how he is portrayed to the target audience. He is wearing an ordinary shirt that you wouldn't be surprised to see if someone was wearing it in public. This therefore depicts him as an approachable character to the target audience as he is not wearing anything that they wouldn't themselves wear. As a result of this the audience are able to create a relationship with the artist as he is more relatable to them.
The lighting used in this video is very bright and natural throughout as it is set on a beach in the daytime. This goes against the conventions of the dance genre as you would usually expect low lighting as it is usually set in a club. This means that again the video is going against the generic conventions and attempting to be diverse. However, by including full natural light throughout there is a feel good factor about the music video, this is something that is often included in the dance genre. This appeals to the target audience as they are left satisfied.

Camera shots:

This music video features a lot of close ups on the artists faces, which makes the video conventional to Goodwins theory as it is satisfying the record labels demands. Through using close ups of the artists faces, the audiences are able to gain an insight into their lives which is something that will appeal to the target audience. Furthermore a close up allows the audience to create a greater relationship with the artist as their emotions are on full display.
Another camera shot that is used in abundance throughout this music video is an extreme long shot. This shot is mostly used to get the full setting in, which in this case tends to be the sea. Through using this camera shot and getting a shot of the sea in, the lyrics are able to match the visuals (tidal wave), this is likely to appeal to the audience as they can see a clear connection between the music video and the song. Furthermore, this camera shot allows the audience to see the unconventional setting and the music video therefore becomes diverse.

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Sub Focus - Falling Down

We can apply Dyers Star theory to this music video in the sense that a star image is being created surrounding the artist. This is evident when we see Sub Focus on the stage performing to thousands of people, making him an iconic figure to the target audience. As a result of this Sub Focus is portrayed as having a star image and the target audience are attracted to him.

This music video conforms to Goodwin's theory as is it is conventional to genre characteristics. This means that the video is very generic to the dance genre throughout. This can be seen through the use of setting as it is set at a series of festivals where a lot of dance music videos are made. This makes the music video conventional to the dance genre and therefore appeals to the target audience as they can see that the music video is categorised to its genre. As the music video is conventional it makes it easier for the target audience to relate to as they are likely to be a fan of the genre and it is therefore tailored towards them.
Another way in which this music video is conventional to Goodwin's theory is through matching the visuals and the music. This is evident when the beat drops and becomes fast, and in turn fast paced editing is used to match this. This creates a link between the visuals and the music and not only therefore makes the video more conventional, but it also makes it seem more professional. In relation to the audience, this relation between visuals and music will appeal to them as they will be able to relate to the music video more easily.

Contrastingly to "Tidal Wave", the artist is represented as being conventional to the dance genre in this music video. Sub Focus is represented as being a stereotypical dance artist in this video through the use of camera shots. For example we see a close up of Sub Focus on the DJ decks playing infront of thousands of people, this is a steretypical representation. Furthermore it portrays him as being an icon to his fans as  we see a long camera shot of all his fans dancing to his music at a festival. This more typical representation of the artist also makes the video more conventional to the dance genre.

The target audience for this music video is the same as "Tidal wave", males and females aged 15 - 25. This is evident through the fast paced music again and also the setting, which is a series of dance festivals, which mostly attract people from this age group.

This music video is performance based, which is very popular in the dance genre, so again the music video is being as conventional as possible. It is clear that this music video is a performance based as the video is mostly made up of the artist performing on stage at festivals. By creating a performance based music video, the target audience are likely to be satisfied visually and it is easier for them as they don't have to follow a storyline and can therefore pay more attention on the music.

Mise en Scene:

The mise en scene in this music video is very conventional. The lighting used is mostly artificial in the form of strobe lighting as the video is set in a dark tent. Through using strobe lighting in this music video the audience are satisfied as they can feel although they are in a club setting and they feel a relationship with the dance genre. The strobe lighting used in this music video also makes the audience feel disorientated, this again is something that someone may feel in a club setting, and the music video is therefore matching the conventions of the genre.
Space is another aspect of mise en scene that has been used to maximise the conventionality of this music video. The long and high angle camera shots used in this music video allow the audience to see the vast amount of people packed into a small tent, showing that there is little space. This may make the audience feel although they are in the same environment and they can therefore relate with the genre more as they can feel although they are in the crowd listening to the music.

Summary:
This task of researching my chosen music artist will be very helpful in planning my music video. This task has allowed me to gain an insight into two very different music videos created by my chosen artists, therefore I can take aspects from both and include them in my music video. Furthermore the detailed research that I did on my artists profile has allowed me to see how he has become the icon in the dance industry that he is. This will allow me to hopefully plan a good video that will target my audience correctly.

Target audience results - Miss Miller

1. Why do you like the dance music genre?

2. What do you think of Sub Focus as an artist?

3. What conventions do you like to see in a music video?

4. Would you rather a conventional or diverse music video and why?

5.  What is favourite music video in the dance genre and why?

6.  What don't you like to see in dance music videos and why?

7. Do you like to see the artist featured in music videos and why?

8. Who is your favourite dance artist?
A. Chase and Status  B. Sub Focus  C. Rudimental  D. Other

9. What style of music video do you prefer?
A. Narrative  B. Performance  C. Concept

10. How old are you?
A. 12 - 15  B. 16 - 19  C. 20 - 25  D. 26+

As a group we had to carry out research into our target audience. We had to make up a questionnaire of ten questions including seven open questions and three closed questions. We then had put this questionnaire forward to 40 people. We asked 40 people as we thought this would give us a wide variety of answers, this would make our feedback accurate and precise. We will use the results that we have created to develop our music video as it will allow us to see what our target audience want to see within the music genre. Futhermore our results will help us decide whether a narrative, concept or  performance type video is most relevant.

Why do you like the dance music genre?

The response we got from this question was quite split between other, the bright lighting and feel good factor. From this it is clear that a lot of our target audience are attracted to the dance genre due to bright lighting and the feel good factor. Therefore we are going to try to include both of these in our music video as much as we can. For the feel good factor we will include a happy artist to go hand in hand with the song when it drops. We are also going to be including a lot of strobe lighting effects which we can hopefully enhance through editing. 

What do you thing of Sub Focus as an artist?

The results from this question were very conclusive, as a large 40% of the target audience said that they think Sub Focus are a good artist. This helps us as we can see that our target audience are happy with the artist that we have chosen. This means that they will be happy with the song that we have chosen, which will help in creating a connection between the music video and the target audience.

What conventions do you like to see?

The results from this question have given us a good idea of what conventions our target audience like to see in the dance genre. With a large 30% of people saying that they like to see the club setting as a convention in dance music videos, we are going to try to include a club setting within our music video. We also feel that this will make our video conventional, and that this will therefore appeal to our target audience as they like to see conventional videos. 

Would you rather a conventional or diverse music video and why?

The results from this question were that the majority preferred to have a conventional music video compared to a diverse one. 45% of our target audience said that they preferred a conventional music video, with many of them suggesting that it is easier to relate to a conventional music video. This means that we are definitely going to make our music video as conventional as possible by including flashing lights, a club setting etc. Furthermore we feel that in creating a conventional music video, we will be able to go along with Goodwins theory more easily. 

What is your favourite music video within the dance genre and why?

The results for this question was split between Rudimental - Waiting all night (30%) and Calvin Haaris - Bounce (25%). This tells us that our target audience prefer the more mainstream music videos produced from the better known artists, compared to redlight who are less well know. This response is encouraging for us as the artist who we are basing our music around is one of the better known dance artists, which will mean the target audience will be able to create a relationship with them. 

What don't you like to see in a dance music video and why?

We asked our target audience what they don't like to see in the dance genre, giving them the option of drug use, violence and a depressing narrative. Although a large 53% of them said that there were "other" themes they did not like to see in a dance music video, 34% of them said they did not like seeing a depressing narrative or violence. This tells us as a group that we should keep our music video conventional and not attempt to be diverse or controversial. 

Do you like to see the artist featured within the music video and why?

42% of the people we asked said that they like to see the artist in the music video, many of them gave reasons such as it helps them connect with the music video more and they like to see their icons involved in the music video. This is encouraging for us as we have planned to include the artist in the music video. We also feel that by including the artist, the video gains its own identity, making it stand out from other music videos. 

Who is your favourite dance artist?

When asking our target audience who there favourite dance artist was, 40% of them said that Sub Focus was their favourite, compared with 20% for Chase and Status and 10% for Rudimental. The reason for such large popularity for Sub Focus could be because of their reputation withing the dance genre compared to the other artists. Again this response is encouraging for us as a group as we have chose to use a Sub Focus song in our music video, and it will help us that our target audience are fans of them as they will be able to relate with the video more. 

What style of music video do you prefer?

The response from this question was that 45% of people preferred a performance style video, closely followed by narrative with 40%. From these results we can see that the target audience will want to see a lot of performing such as dancing in dance music videos. This will also make a music video conventional. However, surprisingly, 40% of our target audience said that they prefer a narrative style music video, which goes against the conventions of the dance genre. As a result of these responses we are going to try to develop a narrative/performance style video.            
 

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Subcultures and our results:

The subculture theory that mostly applies to us is CCCS, which assumes that all subcultures come from one culture and this is a reaction to the mainstream. This is most appropriate for us as it is often thought that people involved in the dance genre such as "ravers" are going against the mainstream. The results from our questionnaire support this as many of the responses were that they want to see conventional features. This suggests that they are complying to the dance genre, which therefore means they rebel against the mainstream as the dance genre is seen as being diverse. 

Vox Pops:

Aswell as asking our questionnaire to 40 people from our target audience we also had to film 5 of them in our vox pops. We had to do this to give proof that we asked our questions to people from our target audience. The vox pops allowed us to collect qualative data as we could record the responses and see what our target audience responded to the open questions. This will help us when it comes to creating our music video.

                                                                

Research into chosen music genre - Miss Georgiou

 The genre we have chosen is dance music, I have a particular admiration for this genre as I believe it fills audiences with the feel good factor. I will be analysing two similar artists to Sub Focus, which are Chase & Status and Rudimental. The songs that I will analyse from these artists are Not giving in for rudimental and International for Chase & Status.

Chase & Status International:

The mise en scene within this music video is used to create an effect. An example of this is the
setting, which is very plain as it seems as if it is set in a studio. The back drop is a plain white
background, this therefore creates originality and allows the characters in the music video to stand out more as they are the focal point of the music video. This allows the audience to create a relationship with the artists in the music video as they are standing out more.

The camera angle that is most prominent throughout this music video is a long shot. This is an important element in this music video as the long shot that is being used allows the audience to fully see the dancers. This means that they are able to get the club atmosphere that the music video is trying to portray as dancing is something heavily connected to dance music. In relation to the target audience they are therefore more likely to feel that the video is in relation to the dance music.

The editing within this music video is mostly fast paced, to match the quick tempo music. This therefore makes the video conventional to Goodwins theory as the music and visuals are linked. Also, using fast paced editing to match the music entertains the audience as they can again see that the music video is in connection with the song. 

The target audience for this music video is similar to the target audience that I will be aiming for (15 - 25 year olds). This is helpful as I can see how to entice my target audience through being conventional to Goodwins theory and using certain camera angles. 
The artists in this music video are represented as being diverse through the use of clothing. One of the artist is seen wearing an all zebra outfit, depicting him as being unique. This is important to the music video as it makes it more conventional to the dance genre, as dance artists are often seen as being diverse. Also through portraying the artists as being diverse, the target audience are therefore able to see them as an icon as they are standing out. 
This is a performance style music video as there is a lot of dancing and performing throughout. Performance style videos are most common in the dance genre as they involve a lot of dancing making them conventional. I am going to also include a dance aspect in my music video to make it conventional to the dance genre. 


Rudimental not giving in:

The mise en scene in this video is unconventional of the music genre. This is firstly evident through the use of clothing when we see the two young boys walking along in dull and old clothing. This goes against the conventions of the dance genre as you would usually expect to see glamorous and bright clothing to fit in with the club atmosphere. In using this unconventional mise en scene, the music video becomes diverse as it is going against the genre.

The setting used in this music video is also unconventional as it is set in a slum, where as you would usually expect a dance music video to be set in a club. The creators of the music video allow the audience to see this unconventional setting through the use of a variety of long shots throughout the video. This allows them to fully see the unusual setting and they can therefore see that the music video is attempting to be diverse.

In addition, to make the music video further unconventional they have used slow motion editing in a variety of scenes. This slow editing contrasts with the fast paced music making it edgy and unconventional. It also means that the video fails to conform to Goodwins Theory as the visuals are not in relation with the music. This is the final piece in making this music video a diverse one as it goes against the conventions in a variety of aspects. 

The target audience for this music video is again the same as mine (15 - 25), this is clear through the fast paced dance music that they have used. Therefore I can use this music video as an example of how to create a diverse video and still appeal to the target audience. 
The  artists themselves are not physically shown is this music video, this is something that frequently happens in the dance genre. However I would not choose to do this as I feel it is important that the target audience are able to connect with the artist. 
This music video is in the narrative style as we can see the journey that two young boys take in the slums. This is something that although isnt conventional in the dance genre, can appeal to the target audience. I am going to try to incorporate a narrative into my music video, and this music video has helped demonstrate how I should do so.