A music video should be entertaining and interesting as well as appealing to the target audience of the music genre. A digipack should transmit genre and brand and appeal to the target audience of the genre. An advert should reproduce the branding of the CD and video. They should combine to communicate genre, brand and the interests of the record company.
One of the most important aspects of marketing and producing is figuring out who your target audience is. Who would be interested in your artist and genre?
A demographic is a set of objective characteristics that describe a group of people. In your case, people who will be willing to purchase your product. Those characteristics include things like age, gender, class, ethnicity, sexuality, location and sometimes education and lifestyle. The most important characteristic is age. Age segmentation is known as a Generational Cohort and tends to group people together in groups of 15 years.
Psychographic Segmentation divides the market into groups based on social class, lifestyle and personality characteristics. One example of a life style classification model, is that developed by the advertising agency, Young & Rubican:
The Explorer: Driven by a need for discovery and/or challenge. The Aspirer: materialistic/ care more about what others think about The Succeeder: self confidence/ strong goal orientation/ organised The Reformer: Values their own independent judgement/ anti materialistic The Mainstream: Largest group/ core need is security/ live in a daily routine. The Struggler: Seek escape/live for today few plans for tomorrow The Resigned: Aim to survive/ predominantly older people.What questions would you ask that could help you to define someone psychographically?
In order to find this information you will need to conduct both primary and secondary research. Primary: Questionnaires, Surveys, Interviews, Vox pops etc Secondary: Internet, Magazines, books etc
Before you discover your target audience you will need some information about your production. Answer the following questions first. What genre does your chosen song belong to? What conventions of that genre are you going to use/challenge? Which record company would release your video indie / major / self published? What representations are you going to include e.g. (independent woman image, stereotypical image of London, countertypical male character etc) How will you represent your artist’s brand? What type of video are you going to produce? (e.g. Narrative) What channels would your video appear on? (e.g. MTV, MTV Two, AKA, 4Music etc)
With the information you have collected about your production you can then begin to create questionnaires for the general public to establish your target audience.
Example Questions for primary research What channels do you usually watch music videos? What is your favourite music genre? What would you expect to see in a (genre) music video? What are your hobbies?
Secondary Research examples Use the internet to find out what size and kind of venues are used by your artist (big fan base, small fan base). Use Amazon to look at buying patterns. YouTube: check out info about what type of people like and dislike music videos within your genre.
Once you have collected both secondary and primary research you will need to analyse your research and answer the main questions. 1.Who would be your main target audience? 2. How is your video going to appeal to your target audience?You would do this through illustrating all your findings on a Slideshare.
Within your PPT please include all information from step one, step two and step three. For your primary research you can take pictures of the methods you have used e.g. Survey and add to your research PPT.
Pitch your products.What will your video, digipack and advert feature? Font, photos, colours.All choices must be made by referring to your R & P and T A R.Blog this pitch. Use sketches to illustrate your ideas. Go Multimedia. Video a presentation to an audience?
Drafts:Your video draft MUST be an animatic.Digipack and advert can be built through montage or sketch.
Collect feedback from TA on drafts:How do the products reflect genre and branding?Do they present a coherent and cohesive campaign?