The document summarizes research conducted for a music video project, including existing music videos analyzed, audience research, and interviews. Four existing music videos were examined for their visual styles, compositions, lighting, and how they appeal to audiences. Audience research found the target audience is mostly male ages 16-18 who prefer music videos with good visuals and editing over narrative or shot types. Interviews confirmed younger audiences would find an abstract, visual music video appealing. The research will help make a music video that appeals to this audience through creative visuals and editing.

1. Research
Louis Robinson

2. Existing Product
Here is a screenshot from the vampire weekends music video for “oxford coma”, I have selected this product
as it is a one take music video which is what I hope to achieve with my final product. You can see from this
image that its set in a rural area which makes the characters seem even more out of place due to their
costumes. the costumes show a lot about the characters such as you can tell who the main focus of the
video is since the character is wearing an all white suit which catches the eye of the audience and makes the
character stand out from the background, props and other characters. The video has also been shot in one
take meaning the camera angle stayed the same throughout but staying focused on the main character, due
to the video being shot in one take this means there were no cuts therefore no editing or effects were
needed in post. The use of high key lighting and bright/light colours matches the tone of the music which
makes the video seem very happy and uplifting. The compositions of the shot is constantly changing
throughout the video due to it being shot in one take and both the camera and the character moving, this
video appeals to the audience by being unique and at times confusing which intrigues the viewer. From this
video I have learned that by doing a one take music video the composition is very important due to the fact
that there can be no mistakes when shooting
https://www.youtube.com/watch?v=P_i1xk07o4g

3. https://www.youtube.com/watch?v=rVeMiVU77wo
Existing Product
As you can see from this screenshot the video is set inside an apartment where the male character lives
presumably, the angles used to create this product are mainly close ups or medium shots which allows the
audience to focus on the characters and their conflict. Throughout this music video there haven't been any
special effects used other than maybe some filters or colour correction that would've been added in post.
The lighting used is very low-key which sets a tone for the music video and the events being presented, the
compositions of the shots are mostly set up to be very intimate with the characters therefore a lot of close
up shots have been used to show emotions and make the story seem more mysterious. The characters are
also dressed in causal clothes making the characters seem more normal and for the situation to seem out of
the ordinary. This video creates audience appeal by making the videos narrative a bit blurry to the audience
making it intriguing to watch

4. Existing Product
Here is a screenshot from A$AP ROCKY – A$AP Forever music video, this video is shot to make it look like
there's no cuts by zooming in and out to go between shots almost as if its been shot in one take much like
the product I intend to produce. This screenshot has been taken from one of the many shots in the video it
seems to be set in a studio with a TV in the background which the camera zooms out from with ROCKY (the
character) stood in the studio. The camera angle in this is a medium shot however in the video the camera
angle and composition of the shot is constantly changing due to the style of the video, the video used many
effects that have been implemented in post production to create the final outcome. The lighting in this
image is very high key however the lighting changes throughout the whole video, the character is dressed in
stylish/casual clothes in this screenshot but much like everything else his outfits change very often between
shots. There aren't many props in this screenshot other than the TV however along with the location and
colours this all changes between each shot. This video appeals to audiences due to the unique and creative
visuals used which makes the video entertaining for the audience to watch.
https://www.youtube.com/watch?v=BNzc6hG3yN4

5. Existing Product
https://www.youtube.com/watch?v=QrVl7mgVSg0
This screenshot was taken from Gus Dapperton’s - Prune, You Talk Funny music video. As you can see the
location of the image is set in a public swimming pool, the camera angle in this image is a long shot. The
image doesn’t look like it has any effects added in post production other than maybe a filter and colour
correction, the lighting used is very high key and colourful which matches the tone of the song making it
cheerful to watch. The shot is composed to have Gus as the main focus on screen with the background
allowing him to stand out. the main character is also wearing an old fashioned suit, this shows the
individuality of the artist. You can see that the only props being used are in the artists hands and on the floor
which are flowers and vines, these props seem out of place to be in a public swimming pool which seems a
bit confusing to the audience as to why they're there. This video appeals to the audience by being very
uplifting and bright, I have also learned from this that I don’t need flashy editing to make a music video and
it could make it very minimalistic.

6. Research Analysis
Common features that all my researched products have are that they’re music videos
and 3 out of the 4 have the artists lip sync to the music. Another common feature in
some of the products is that they're not narrative based apart from one video, however
the narrative of the 1st and 4th product can be interpreted in any way the audience sees
it. Another common feature is that all the products apart from one feature the artists,
one more common feature about the products is that they're uplifting and entertaining
to watch apart from the Alt-J Breeze Blocks music video which has a dark narrative and
isn't very light and uplifting. From this research I have gained I will include many aspects
such as the one take aspect from the first product and the editing style of the third
product.

7. Questionnaire Analysis
Louis Robinson

8. Audience research
This question shows that my audience is aged mostly between 16-18. This means that I must
make a product with this audience in mind, I will do this by making my product modern and
creative.

9. Audience research
This shows that my audience is majority male, I will appeal to this type of audience by maybe
using a male as my main character. Although I will try to appeal to a mostly male audience my
product will still be enjoyable for all audiences.

10. Audience research
From this question it shows me that the majority of my audience is interested in watching music
videos or finds them appealing, this will make it easy for me to appeal to this type of audience
since thy are already interested.

11. Audience research
This information shows me that my audience is interested in a wide variety of music genres,
thankfully the music I intend to use fits in the genres most of my audience members like.

12. Audience research
This question shows me that my audience are avid music listeners therefore a music video
should appeal to them.

13. Audience research
This shows me that my audience would prefer to watch a narrative based music video, however
not by much. I could make my product appeal to my audience by making a narrative based
music video, however I am unsure at this point whether there will be a narrative behind the
video.

14. Audience research
This information shows me that my audience don’t use TV that much and that I can make my
product knowing it doesn’t have to be suitable for TV standards, My product will appeal to the
audience by being posted on the internet.

15. Audience research
This question shows me that my audience is more interested in my product having good visuals
over any other aspect, I will make my product appeal to this audience by making my product
very visually pleasing.

16. Audience research
This shows me that my audience prefers good editing over the type of shots used, I will make my
product appeal to the audience by spending a lot of time in post experimenting.

17. Audience research
This question shows me what makes my audience watch a music video again, I will use this
information to help me when creating my product.

18. Interviews

19. Interview 1
Q. Do you think that making an abstract, visual/editing based music video would be
appealing to a younger audience and why ?
A. Yes because I think that younger audiences are into more creative and artistic music
videos compared to an older generation.
Q. Do you think a music video needs a narrative behind it ?
A. No as the music video should help the audience focus on the music not distract them
by telling a story which isn't relevant to the lyrics of the song.

20. Interview 1
• Observation: This shows my audience isn't fussed on the cliché music video styles.
• What this says about my audience: This says that my audience has very similar
views as me on music video styles.
• How will your product appeal to this audience: My product will appeal to this
audience by taking into consideration what they said and implementing that in my
work.

21. Interview 2
Q. Do you think that making an abstract, visual/editing based music video would be
appealing to a younger audience and why ?
A. I do think I would appeal to a younger audience as that’s what I'm mainly attracted to
when watching a music video.
Q. Do you think a music video needs a narrative behind it ?
A. Not really but sometimes it can help if the song is telling a story.

22. Interview 2
• Observation: This shows that this audience member is part of the younger
audience I am referring to and shows that they agree that my idea would be
appealing to this type of audinece.
• What this says about my audience: This tells me that my audience would be
attracted to the product I tend to make.
• How will your product appeal to this audience: My product will appeal to this
audience by following the ideas I have planned which should appeal to this
audience according to my research.

23. Bibliography

24. Bibliography
1. Robinson, Louis. (2018) Target Audience Research Survey (conducted on 12th
April)
2. Robinson, Martyn. (2018) Target Audience Interviews (conducted on 13th April)
3. Fairley, Barnaby. (2018) Target Audience Interviews (conducted on 13th April)
4. Vampire Weekend. (25/6/2008). Vampire Weekend - Oxford Coma.Available:
https://www.youtube.com/watch?v=P_i1xk07o4g. Last accessed 4/5/2018.
5. Alt-J. (23/3/2012). alt-J (∆) Breezeblocks. Available:
https://www.youtube.com/watch?v=rVeMiVU77wo. Last accessed 4/5/2018.
6. A$AP Rocky. (5/4/2018). A$AP Rocky - A$AP Forever (Official Video) ft.
Moby. Available: https://www.youtube.com/watch?v=BNzc6hG3yN4. Last
accessed 4/5/2018.
7. Gus Dapperton. (5/12/2017). Gus Dapperton - Prune, You Talk Funny.Available:
https://www.youtube.com/watch?v=QrVl7mgVSg0. Last accessed 4/5/2018.
8. Louis Robinson. (2018). Music Vid
FMP. Available:https://www.surveymonkey.com/results/SM-YJSGWVR7L/. Last
accessed 4/5/2018.