From surveys of their target audience, the creator identified that teenagers and young adults were the majority. They tailored their music video to portray a late-teen relationship and chose YouTube to upload it since most viewers watch videos on smartphones. Feedback showed that viewers preferred narrative and performance videos, so the creator combined those elements with their desired abstract style. They chose themselves and their boyfriend as actors to accurately portray a relationship and match the indie/rock genre. The song and artist - Paolo Nutini's "Scream (Funk My Life Up)" - would appeal to the target audience. Rhythmic editing and double exposure techniques kept the video interesting and visually pleasing.

1. WHAT DID I DO TO APPEAL
TO MY TARGET MARKET
AND HOW DID I LEARN
FROM MY AUDIENCE
FEEDBACK?

2. From my initial survey I identified that
my target audience is a large mix of
ages, but the majority are teenagers
and young adults. Therefore I targeted
my video and products at this age
group by portraying a late teen
relationship in my music video. This is
relatable for a large audience,
therefore my video will appeal to a
large number of people.
In my survey I found that the majority
of people watch their videos on a
smart phone. Also, most people said
that they watched videos on YouTube,
so I chose to put my video on YouTube
in order to reach my audience I took
this into account when uploading my
music video to YouTube as I wanted to
make it available to watch on mobile
as well as laptop/desktop. This
therefore helped my video to reach my
target audience as making it available
to view on mobile allowed it to gain
more views.
SURVEY FEEDBACK

3. I found from my survey that most people
prefer narrative and performance videos.
However, I wanted to create an abstract
music video, but I had to take my target
audiences opinions into consideration.
Therefore, I chose to create a combination
of abstract and narrative structure within
my video.
When I asked people what their favourite
genre of music is, I mixed responses. Pop
and Rock were tied for the most popular
vote, with indie being the second
favourite. As I don’t really like Pop music
myself, I thought that it would not be
appropriate for me to choose this genre
as I may not have been able to efficiently
recreate this genre in my video.
Therefore, I chose the genre Indie/Rock
as I know that this is very popular with my
target audience. I also chose this genre as
I know a lot about it, as I am a fan of it
myself. Therefore, I knew that I would be
able to create a good product.
SURVEY FEEDBACK

4. I chose to use myself and my boyfriend in my music video. I did
this as we are both 18, therefore we are within the target
market, making us relatable for my audience. I also chose
myself and my boyfriend for my music video in order to get the
overall relationship theme of the music video accurate - as if I
had chosen to cast people who were not in a relationship they
may not have had the same connection and may not have
seemed as comfortable on screen together which would have
lead to an unsuccessful music video. I also chose myself and
my boyfriend as we both have similar styles that match the
indie rock genre of the music chosen for my music video.
ACTORS

5. I chose Paolo Nutini as he is a popular, young singer, songwriter
and musician within the Indie Rock genre.
I have seen Paolo Nutini in concert twice and I really enjoyed
his performances along with his set, which when put together
created a mesmerising show.
I chose the song Scream (Funk My Life Up) as this is one of the
most popular songs of his from his album Caustic Love.
I also chose this song as I felt that the music video for it did not
really bring across the narrative of the lyrics, as it was more
focussed on performance.
Therefore, I wanted to try and tackle this myself in my own
music video.
My choices appealed to my target audience as he is a popular
artist within this genre, therefore the song is recognisable.
SONG AND ARTIST

6. I chose to use rhythmic editing, where the footage is edited to
the beat of the song. This appeals to my target audience as this
makes the video more interesting rather than it being long
shots that require more attention and thought. This therefore
means that my video appeals to a wider audience rather than a
niche audience.
I chose to use double exposure in my videos as I knew that a
wide range of people would find this visually pleasing. Therefore
appealing to my target audience, which can be seen in my
feedback as many people commented on this along with my
reverse shots.
EDITING