This document provides a summary of research conducted for a music video project commissioned by Mediale, an international media arts festival in York, UK. The research includes: - An analysis of the target 16-24 year old audience in York, noting their interests in music, mental health issues, and social media use. - A survey of over 100 people regarding music video preferences, with results showing a preference for visuals over narrative and discovering new artists through music videos. - Details on York demographics and the commission from Mediale to create an inspiring, creative, and challenging piece for audiences. - Analyses of existing music videos focusing on visual style and effects to draw inspiration from for the

1. Client Project Research

2. IDEA …
Arts farts music video for a York based band
Ruku
Proposal title idea
Work with underground artists to grow there
music with the help of video production

3. Audience
My target audience for this piece is 16-24 which is 17.7% of
the population of York. This is way higher than the national
average so I can create something for a niche audience and
still have it be relevant for a lot for people. This gives me a
lot of freedom when it comes to creating my video. I'm
going to focus primarily on 16-19 as these people are still
The majority of these people are students and a lot will
have part time jobs. The main issues effecting them are the
feeling of disorganisation, feeling overwhelmed and poor
mental health that effects them negatively. This is why
people turn to music as an escape because of the way it can
help people feel things and it shapes there lives and can pull
them out of a pit. It effects everyone differently and some
people theories that we need it to survive and out brains
were made for it
People aged 16-24 like not doing much at all, they enjoy
hanging out with there friends, listening to music and using
there phones. This works for what I want to create as it is
music videos for underground artists who's only means of
distribution is social media and I would be creating this
video for social media
Another thing about my audience is that they would have to
have a more than passive interest in hip hop and enjoy
listening to the genre so much that they explore new artists
and people who are less than mainstream. Last year Hip
hop was the favourite music genre
https://data.yorkopendata.org/dataset/2a844263-5c89-4fe1-95e9-ee5ae289598d/resource/ec0adf86-63d8-492e-b117-fa17a68c0610/download/york-profile.pdf
https://www.pfw.edu/offices/family-outreach/for-parents-from-sap/commonproblemsforstudents.html
https://www.quora.com/Why-do-people-need-music
https://www.statista.com/statistics/253915/favorite-music-genres-in-the-us/

4. Look for patterns and interesting elements of the audience that you can work
with. Provide a breakdown of the audience and how you intend to entertain
them
Why do we like music videos?
• Music videos give the impression of the song, and many individuals like to
perceive what the artists are thinking of for their songs visuals, ideas
about the song and further thought, and so forth. When we take a watch
songs being played with a video we all have different points of view of the
importance, and meaning. Every now and then an artist will create such a
video with a lot of meaning and sometimes it is just them singing with
fancy visuals accompanied by them
How I intend to entertain people
• Films and videos can entertain people in a number of ways including, the
actors choice and acting, the direction and cinematography, the
soundtrack and the script. When these are combined in a very good way
the audience can be so engaged they don’t think about all the work that
goes in. I plan to work all these aspects into my work to engage the
audience with my soundtrack being the music and my actor hopefully
being the artist and my directing and cinematography being on point.
https://medium.com/applaudience/what-makes-a-film-entertaining-648b0799cc8d

5. Survey about music video styles and
what people want to see
I created this survey to gain a deeper understanding of what people would want to see
in a music. I got an unprecedented number of responses.
Over 100 in a day which exceeded the limit. I posted the survey on reddit at
r/HipHopHeads as my music of choice is this, r/York as the client wants it York based
so I got local peoples opinions and to my friends and people in my class. This gave me
a mixture of personality's to answer my questions

6. I asked this question to get a broad
estimate of the people I was asking
and to get a good idea if I was asking
the age group my client was asking.
This came out well as 69% of people
fit that age category
I asked this question so I knew where
best to post my work for maximum
engagement. Form this answer I know
I am going to post it to YouTube as
95% of people said they watch them
on youtube

7. I asked this question as to get a better
idea of what people enjoy about music
videos other than the music
From this I am going to have to include
both a narrative and fancy visuals.
However I can put more of an emphasis
on the visuals as 28% of people voted
that they only enjoy the visuals and not
the narrative as much
I asked this question to get
peoples opinion as it it
difficult to find the artist
for songs to be in student
films
This gives me the option
for using actors and the
majority of people wont
mind too much

8. I asked these questions as I want to
work with underground unknown artists
and I didn’t know if people explored
new artist through the use of music
videos. It was also good that people
discover new artists through music
videos as people can discover the artist I
want to work with this way and very
much enjoy it
These statistics lets me know that
people do experiment with new artists
through music videos and do discover
new ones

9. I asked this question to get a broad
estimate of the people I asked these
questions too favourite genre. This
came out well as 58% of people fit
that category
I asked this question to get peoples
opinions on artists statuses who have music
videos and those who don’t.

10. York
• York has 208,163 residents with 5.7% from a black and minority ethnic
community group. 83.9% are in good health, with 15.3% stating that they
have some limitation in day to day activities.
• £637.58 was the Average Weekly Household Income in 2015/2016
(£629.00 in 2013/2014).
• 66% own their own home, either outright or with a mortgage, 18% are
private renters and 14% are social tenants. There are 7,540 Council Houses
in York.
• 73.5% of residents have a Level 1 - 4 qualification, of which 62.9% are, at
least, qualified to Level 2, but 18.0% have no qualifications at all.
• 10.0% of children are in child poverty (7.7% of children live in a household
where a parent or guardian claims an out-of-work benefit) and there are
8.9% of households in fuel poverty.
• 1.6% of the working population (aged 16-64) claim out of work benefits
and 0.1% claim job seekers allowance.

11. Mediale
• Who are they and
– Mediale is an international media arts festival bringing extraordinary
installations and world premiere performances in every two years
through out the city.
– They commission artists to create thought provoking pieces that
challenge out landscapes and lives.
• What they have asked us to do?
– They have asked us to create a piece of work that is inspiring, creative
and challenging to the individual. They want the audience to
experience something completely new, unexpected and different
• How I'm fulfilling that?
– I am going to create a music video for an underground York artist but I
am going to do it in a way that is artistic with a lot of fancy visuals and
challenges peoples pre-conserved opinions on teenagers

12. Existing Work
Guard – Cognitive Dissonance
• Video Analysis – The main set of music video is in a
windowless room with the artist tied up giving an
ominous impression to the viewer. The interlaced
shots of Guard dancing and the digitally edited
footage adds to the overall confusion of the music
video reflecting the song nicely. The pacing of the
video matches the song perfectly with an
overarching storyline that still fits the confused feel
working well to separate the random clips with the
set peace.
• Audience Appeal – Guard is a quite popular hip hop
music artist that uses a lot of electric, edm style
beats in his music so this type of After Effected to
the extreme style of content works well for his style
and makes it enjoyable to the audience.
• I have chose this to analyse this piece of work as
the random clips and After Effected composites are
what I want to include in my production so I will be
trying to replicate that in my practises and final
production

13. Existing Work
Aries – sayonara
• Video Analysis – There are two main set pieces for this
video. Aires is singing around the flowers and photo frame
in half the shots and him in a trailer park on top of a car in
the other half. These work nicely with the added b-roll
footage of him dancing and the 80s style retro footage to
create a visually pleasing piece that doesn’t have much of a
storyline. The Pokémon style text boxes are an artistic
choice that I enjoyed as it adds a bit of sub text to the video
in a fun and imaginative way
• Audience Appeal – Aries is a very popular producer and
hip-hop artist who’s love for the craft can be clearly shown
throughout the video and is what his fans love about him.
From his days on YouTube to his full time music career the
whole idea of the song is remembering someone and that
is very nicely shown in the video
• I have chosen this piece because it is done in the style I
want to work in and uses the same type of effects and
transitions, much like the guard video, I want to implement
into my own work

14. Existing Work
Kevin Abstract – Empty
• Video analysis – this video is very different to the
other two I analysed as I focused on the technical
aspects. This Kevin Abstract video is one of the
most beautifully shot and coloured music videos I
have come across. The composition of every shot
is perfect making it really artistic. Also, the
director has slowly moved the camera from an
extreme close up in the first scene all the way to
an extreme wide shot in the final to show how
the character is losing his connection to people
for being gay
• Audience Appeal - This works so nicely as people
who are fans of the American Boyfriend album
have come to love the whole story told through it
and the fact they can listen and see it unfold
makes it very enjoyable and gives the viewer a
greater understanding of the struggles Kevin
faced in his life
• I have chosen this piece because of the aesthetic
qualities shown through the composition, the
colour grading and overall beautifulness that I
want to emulate in my video. I want to achieve
the same level of beautifulness in my video that
Yours Truly Creative have achieved with there
telling of Kevin's story

15. Parallel Editing
• is the technique of alternating two or more scenes that often happen simultaneously but in
different locations.
• I used this to show a person walking towards his house and some one else making them a cup of
tea. It was used to build suspense in my case but it can also be used to build excitement.
• I do plan to use this in my production as it was relatively easy to plan and shoot but I don’t know
where in the story it would fit
Overlapping Editing
• A cut that repeat part or all of an action, thus expanding its viewing time and plot duration.
• I used this to emphasise the action of making the cup of tea and the utilise different camera angles.
This didn’t look as good as I had hoped as I believe my shots weren’t as good as they could be and
the overall scenario didn’t work well for this pacing and style of action
• I don’t think I will end up using this in my production but I t was good to practise and learn this now
than realising I have made a grave mistake later on with the production
Production Techniques