1. Audience feedback
In order to grasp a clearer picture of what our demographic
wanted to see in order to create a music video akin to that
of a real media picture, we conducted an online survey to
conduct some primary audience research:

2. Age
 The results of our survey indicate that much of our
market is within the 17-18 bracket, meaning that they
are more likely to want videos with more mature and
intellectual concepts and ideas. Granted, another part
of the audience appeared to also be of a teenage
demographic, and henceforth, our film must attempt to
appeal to this particular audience.

3. How old are you?

4. Gender
 Our results indicate that the vast majority of our
audience identifies as female. This indicates a desire for
a particular music taste; as well as a possible need to
represent genders in a specific way. We thus chose to
make the main character of our video a boy around the
age of our target audience to hopefully appeal to their
taste. Though this could be argued as heteronormative,
we are trying to apply to convention standards of real
world media.

5. What Gender are you?

6. Genre
 Our target demographic clearly expressed an interest in
Indie music and henceforth, we have decided to make
this the genre of our music video.

7. What Genre of music do you typically
listen to?

8. Setting
 Our audience market indicated an interest for a video
based in natural imagery (ie, woods and nature), and
thus, we have decided to set our music video in a
rurally based naturalistic setting which most of the
audience can relate to.
 These settings are simple to allow the characters to be
the main focus of the music video

9. What types of setting would you
expect for a music video?

10. Codes and Conventions

11. Mise-En-Scene
 Retro look through costumes (mainly suits worn by the
main character as seen in the Happy Endings-Sticky
Fingers music video), settings are Natural or rural.
 Costumes reflect the characters role and personality in
the music video.
 Props- for most indie music videos the main props are
musical instruments when the artist/band are
performing live. This allows the audience to recognize
that the characters in the video are also the musicians
instead of just actors.

12. Narrative
• There is synergy between the audio and the
visuals/narrative.
• Stories based on love and loss, for example Happy
endings by Sticky Fingers
• Shots can also literally correspond to the lyrics, for
example Riptide-Vance Joy

13. Setting
 The videos tend to have varying combinations of codes
and conventions. For example the lighting can contrast
between bright or dark. Sometimes the video can
change from being in colour to being black and white
depending on the tone and emotion of the lyrics and
music.
 The videos would be shot in places which can be
accessed easily and they can create a very mysteries.
The setting are kept simple because it is typical of indie
rock music video to focus more on the
artist/performance.

14. Camera Work
 Lighting- contrasts between bright or dark. Sometimes
the video can change from being in colour to being
black and white depending on the tone and emotion of
the lyrics and music.
 Effects- effects used to stylise and set the mood of the
video
 Editing- pace of editing parallel to music beat, cuts for
transitions/fades