Generic Research Summation

For generic research, I looked into the codes and conventions of music videos and how they would apply to my media products. Starting with the music video, there is a focus on the performance aspect of the video and utilises a larger and more creative plethora of shot types than many films or TV shows. This is paired with a meaning or message within the video, that may be independent of the song itself. This message or meaning is influence not just by the modern zeitgeist, but also industrial and historical contexts. However, usually the song is reflected within the images of the music video as described in Andrew Goodwin's: music video theory and the performance aspect could easily bolster this by being shown with a lot of closeup shots. The pace of the song matches the video and a clear aesthetic is brutally important; in terms of website, the key thing I learnt from my research is a clear house style, usually lifted from the most recent cover art for an album or single. This will result in the same typeface and colour palette and will be utilised across a multi-media network to create the idea of digital convergence. The website is used more for self promotion than anything else and I will be sure to include aspects such as a merchandising store and upcoming gigs throughout my website, in order to create a more authentic music video website.

Revision of Pitch

After both my generic and audience research there are vast changes to my initial pitch. Mostly I intend to fit my video more to music video conventions to fit the brief, by using techniques such as intertextuality and performance elements such as lip syncing to my video. In addition more creative shots will be used to greater effect, with more rare shot types being a music video genre convention. More than anything I learnt to guarantee that my video will pace similarly to the song.

I have developed a clearer narrative and aesthetic to compliment the techniques I previously described in order to set a tone and develop meaning. The narrative will focus on a teenage/young adult man, who is struggling internally with mental health and the overall suppression of emotion and expression due to toxic masculinity. Masculinity is a complex subject to cover within such a shot space of time, therefore I intend to utilise intertextuality to invoke meaning from the texts 'Fight Club' and 'Braveheart' by building off of the cultural competency of my viewer. I have still been inspired to have a less saturated video and to have my lead wear a dress, but also incorporate more punk/ rebellious elements to the outfit to better create depth within a character who ultimately says nothing.

Most notably I have chosen to reject Richard Dyer's 'star theory', with my lead playing a character rather than the artist themselves. This, therefore, will have to result in a stronger brand identity and digital convergence across multiple platforms, incorporating a motif across not only my video but companion websites. I have chosen to have a motif of a mask to both reflect the anonymity of my artist, but also as a metaphor for the strong exterior enforced by toxic masculinity.

Audience Research summation

The audience research I carried out help me tailor a music video to my target consumer audience, a mid to upmarket, 16-25 demographic. In terms of my first product (the music video) I have concluded that perfectly fitting my shots with the tempo and matching the general feel of the song, will be much more impactful than a complex narrative or fancy visuals. However, this does not mean that I will not nor should not use these aspects as they can add more to the experience of music video and entice revisiting of the product. Within my second product (the companion website) I have a deeper understanding of the importance of digital convergence and cross platform marketing, with most teenagers using social media and are more likely to get news about their favourite artists through their social media accounts rather than their websites. From what I have learnt, a clear and interesting brand image will be crucial to the success of the second product (on a consumer basis).