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'Your Times, Your Life'
1. “Your task is to produce video content of between one and
three minutes in duration for the e-magazine Your Times,
Your Life. The video must be appropriate for the target
audience of young people (12-18 years) and the theme of
youth culture. The video could contain interviews, reports,
investigations, dramatisations or any other relevant
content”
Your Times, Your Life
Brief 1: Moving image
Denique Akinwumi 1
3. Research into similar media products (continued)
Denique Akinwumi 3
https://www.youtube.
com/watch?v=oW-ISq-
-R0A
This production is similar to my
proposed moving image in the way
that it is investigating and
educating people about street
style, but also combines this with a
fun, entertaining video.
The video uses a variety of different techniques to appeal to
its audience from interviews to investigations. This means
that boredom is kept to a minimum and therefore the video
becomes more interesting rather than just educational.
It clearly shows the areas in which
it’s investigating. This is exactly
what I would like to portray within
my own content – something that
is clear, accurate and concise. Also,
the narrator is young, urban and
expresses an interesting fashion
style herself making her an icon.
The video uses friendly and inviting
narrative style which is appealing
and will hold the interest of 12-18
year olds. In terms of content, its
kept light so the entertainment
purpose is not overcome by an
overuse of formal and strict
vocabulary.
4. Mind map- initial thoughts
Denique Akinwumi 4
Moving image
Audience
Content
Shots
Equipment
Locations
12-18
subcultures
fashion
Music
Health and
beauty
Sports
Home and garden
lifestyle
Video games
Portobello
market
London
Camden
Brick lane
Dalston
market
Oxford
street
camera
Editing
software
Memory
card
External
light source
props
Actors
establishing
Aerial
Social
networking
Close-up
Bridging
Goths chavs
Hipsters
Hippies
Secondary school
College/sixth
form
Medium
Dolly zoom
Deep focus
Cyber
goth
Deaf
culture
Grunge
Punk
6. The video is
planned to be in a
documentary style, to clearly
show that it’s investigating into
youth culture. In order to
visually represent this
effectively, it would be useful
to visit urban places where
people are inspired. This
includes Brick lane, Portobello
market, Oxford Street and
Camden Town.
1) A establishing shot to introduce the video,
showing people walking through the urban places
stated before. A possible voiceover introducing
documentary while the panned out camera shot is
shown with a duration of 15 seconds.
2) Another idea is to include
interviews in a studio one with
a 18 year old male and one 12
year old girl, both with a
‘street’ style. This will ensure
that both genders and all ages
can relate to what they say.
Different shots used include
close up, medium and long
shots with a duration 30
seconds.
3) In order to expand the
target audience, a series of
mini quick interviews with
teen shoppers around
London would be useful. A
pan of shops could
introduce the scene, with a
voiceover explaining the
video. Capturing them in
the environment which
they shop also provides a
linking aspect, and
provides visual cohesion.
close up shots would be
used here, with a duration
of 30 seconds
The celebration aspect would
be through showing the
individuality that people
express through clothing and
showing different style within
fashion that teenagers wear.
Denique Akinwumi 6
7. Survey Monkey – Quantitative data
In order to understand my audience, I started with a survey as it is a cheap, easy way of
gaining quantitative data. This allows me to easily compare and contrast results between
the ranging age groups and also provides a different type of data which I can compare to
my interviews (qualitative data.)
While constructing the questions for the survey, it proved difficult trying to keep the
questions closed and limited in the way that it can be answered. The process of re-writing
questions was lengthy as they had to be worded in understandable, sensitive ways.
I sent the survey out via email and social networking
sites, Facebook in particular, as 13-24 year olds
occupy nearly half of Facebook's users. This was the
easiest and most practical way to reach my
demographic of 12-18 year olds as they are the
primary users of the interview.
Although I sent the survey to 100 people there was a low response rate and the sample
size was just over 30 people. This is problematic as it may not be representative of my
whole audience, and making generalisations based on a sample of 30 people could raise
some issues of generalisations.
Denique Akinwumi 7
8. Research into target audience
To gain some basic info on the demographics of the
participants, this question was vital. At first glance, we
can see there were many more female respondents (18)
compared to the 12 male respondents. Due to a larger
portion of the surveys response being female, this makes
it harder to identify current fashion trends which are
current in male urban styles.
There is clearly a larger proportion of 17 year olds (13/30)
compared to only one 12 year old which means its harder
to make generalisations. Another problem is the ratio of ,
important to have a balance because of the very different
age groups. One of my main concerns is appealing to both
ends of the audience. Only representative of the my own
peers, so may only represent a certain ‘tribe’ or subculture
within the participants, issues of generalizability.
What is your gender?
How old are you?
Denique Akinwumi 8
9. Analysis of survey monkey results
In terms of content, which of these topics do you look for when buying a magazine?
This question was designed to find out which topic would
be most appealing to my audience, in order to successfully
target them.
As expected, fashion was the topic most looked for in
magazine content, which consolidated my original idea of
choosing a fashion-based video. 18 out of the 30
participants chose this to be a topic they would particularly
look for. This allowed me to gain some knowledge into other
topics which can be weaved into my video.
Music, beauty and health/lifestyle were the next set of
popular topics. This is interesting as music will play a part
in my video, so it may attract this age group even more
with the non-diegetic sounds which will be used
Home and garden was the least favourite topic, with only
2 participants showing interest in it. This genre is
specifically niche, so in turn will only attract a small
specific audience. Fashion however can appeal to a wider
market as it can appeal to most people.
However, we have to take into
consideration that 60% of participants
were female, so these results may be bias
towards only girls.
Denique Akinwumi 9
10. Analysis of survey monkey results
How would you prefer receiving information on a desired topic?
By asking the participants which medium would be
preferred when receiving information on a desired topic,
this question was vital in deciding which one would hold
the targeted audiences' attention. 17 out of the 30
participants said watching a video would be their
favourite way of receiving information, which
consolidated my original idea of choosing the moving
image brief. Listening to an audio is most popular within
older age groups, so the results were not surprising.
How would you describe the way you dress?
Most of the participants agreed that their style
is always changing and evolving, like the
trends of fashion. This means that i must show
a diverse, wide range of styles to suit the
audiences changing style, and represent this
through what the people are wearing in the
video. The least popular option was ‘I like to
wear what my friends are wearing’. This is why
I choose fashion as my topic as its unique to
youth an expresses individuality.Denique Akinwumi 10
11. Analysis of survey monkey results
How would you describe the way you dress?
Denique Akinwumi 11
Most participants said that there
‘style changes all the time’ when
asked how they would describe the
way the dressed. This is useful to
my moving image as it means I have
to show a wide range of different
styles to take this factor into
consideration
The second most popular option
was ‘I don’t think about what I
wear’. At first this may seem
problematic as it could mean that
fashion doesn't’t play a big part in
their lives, but it shows that fashion
reflects mood and personality
rather than trends and
expectations.
12. Interviews – Qualitative data
What is your name? Bela Hoxha
How old are you? 18
Do you have a fashion
inspiration, if so where does it
come from? I do not have a
specific fashion inspiration but I
do read fashion magazines and
take an interest in what
celebrities wear. I think my main
inspirations are my friends and
people around me.
How would you describe the
way you dress? Feminine and
chic
How often do you use YouTube
directly? At least once a day
Do you believe fashion plays a
big part in teenage life? I think
that it defiantly does, I think that
fashion is a huge statement that
defines who we are; fashion can
say a lot about our personality
and at the same time I think that
fashion brings confidence.
Where's your favourite places to
shop for clothes? High street
retail shops such as Top Shop,
Miss Selfridge, Zara
I am going to create a video on
the theme of fashion, what do
you want to see in the video? I
would be interested in knowing
about the latest trends
What is your name? Noah Gee
How old are you? 17
Do you have a fashion
inspiration, if so where does it
come from? Its Mostly from Rap
culture, I like the way ASAP mob
and Mac Miller dress. Oh and
also Schoolboy Q!
How would you describe the
way you dress? Quite
mainstream
How often do you use YouTube
directly? Nearly everyday
Do you believe fashion plays a
big part in teenage life? Yeah,
defiantly
Where’s your favourite places to
shop for clothes? It ranges, I
don’t really have a favourite
store, I don’t really spend a lot
on clothes but I love sample
sales
I am going to create a video on
the theme of fashion, what do
you want to see in the video?
New upcoming London or UK
brands e.g. Underated Co. Denique Akinwumi 12
What is your name? Katie Coles
How old are you? 14
Do you have a fashion inspiration, if so
where does it come from? Yes, I love
the way little mix ( a girl band) dress, I
think what they wear is cool.
How would you describe the way you
dress? I normally wear skirts, shorts
and colourful tops. I don’t really think
about what I wear but my and my
friends dress very similar.
How often do you use YouTube
directly? I use it everyday to listen to
music.
Do you believe fashion plays a big part
in teenage life? Yes of course,
Why? Because I think that we’re
judged by our clothing and what we
wear.
Where’s your favourite places to shop
for clothes? Normally cheap places like
H&M, Primark and sometimes Topshop
when I have saved my pocket money
I am going to create a video on the
theme of fashion, what do you want
to see in the video? Loads of the latest
fashion trends and offers on clothes
and accessories. Maybe dates of
fashion events
13. Interviews (cont.)
In order to draw final conclusions from my survey results, I
conducted 3 quick interviews. From the interviews it is obvious
that everyone has similar thoughts and ideas about fashion. Even
though the ages vary considerably, which I thought would be a
problem, it is now apparent that fashion can be applied similarly
to each and every person. Style seems to all be different
however the places where the actual clothing is purchased is
shared amongst the spectrum of ages.
Denique Akinwumi 13
Similar to my survey results, all 3 participants
said they use YouTube very often. This shows
that video’s are an attractive medium of
entertainment and information for young
people.
15. Stylistic considerations- Font ideas
These are some ideas showing the
font detail for my production. As
planned, text will be used to
introduce people, in the title of the
video and also to explain brief
parts so that the video can fit the
brief of between 1 and 3 minutes.
Denique Akinwumi 15
It is important that the text is in a
clear font so that all the range
spectrums find it easy to read. I
tried in incorporate this with
something pleasing to the eye,
and it will be consistent in order
to fit in with the housestyle,
professional design.
The font that I decide to do in my
final production will be something
which matches these ideas;
• Clear and consistent
• Visible
• Attractive
• Easy to read
16. Stylistic considerations – Music ideas
This aspect is difficult, the music is one of the most important aspects as it
evokes a mood for the overall production. In order to incorporate a positive vibe
to mirror the idea of celebrating youth culture, upbeat music is my chosen type.
Young people in general listen to all types of music (usually according to their
subculture) as far as genre goes. So, I’ve tried to choose universal songs which
all subcultures can find appealing.
‘SEX MACHINE’ BY
JAMES BROWN (1970)
this is an option as it
appeals to an
audience interested in
vintage culture. It is
also a well known
song but has a funky,
upbeat rhythm which
will set a positive
theme for my
production. Due to
parental advisory, an
instrumental version
would be used.
PAPER PLANES BY M.I.A (2007)
this is my first idea as it has an
urban beat to it which mirrors
the idea of ‘street’ style. It also
is a recent hit, and popular
amongst teens.
‘EXPRESS YOURSELF’ BY
LABRINTH (2012) this is an
popular song with a upbeat
rhythm. The lyrics are ideal for
the message which I want to be
conveyed of an expression
through fashion.
‘HAPPY’ BY PHARRELL (2014)
this song will reinforce the
‘happy’ message and
emphasis the idea of
celebration. It is a recent,
mainstream song and will also
appeal to the younger
spectrum of young people
who I find difficult to target.
READY FOR YOUR LOVE BY
GORGON CITY (2014) again, this
is a current song which a catchy
rhythm. Its genre is house,
which is becoming increasingly
popular within youth culture.Denique Akinwumi 16
17. Analysis of Technical programmes and equipment
Denique Akinwumi 17
Name Analysis
Panasonic Hc-V100
High Definition
Camcorder - Black
The camera is a compact camcorder which makes
it convenient for filming in busy places which my
production requires. There is also a powerful 34x
optical zoom which will ensure high-quality video
footage. The optical image stabiliser compensates
for camera shake which is useful for the parts
when a tripod cannot be used and delivers blur-
free results. It also saves content to memory
cards.
Kodak 16GB Multi-Use
SDHC Class 4 Memory
Card
The card also has a built-in erasure prevention
switch to ensure that your files can't be
accidentally deleted or overwritten. This is useful
in ensuring my footage is stored safely.
iMovie (editing
software)
Allows you to record voiceover. Easy import of
videos and straightforward means that it will be
simple to use as I have very little experience with
this programme.
18. Production costing (as if real life)
Canon EOS 1D MklV HD
camcorder Weekly Hire
£324.17
Velbon basic tripod
Weekly Hire £18.33
Beyer M58 omni-
directional handheld
micophone Weekly Hire
£34.17
Zoom H4n Handheld Digital Recorder.
Weekly Hire £37.50
Fillini LED On-board
light
Weekly Hire£31.67
Genus Full Shoulder Rig
Weekly Hire £90.83
TOTAL HIRE COST
FOR ONE WEEK
= £536.67
Denique Akinwumi 18
All prices from
www.hireacamera.com
19. Planning timeline
Mon Tue Wed Thurs Fri Sat Sun
Week 1 3rd March- Unit
3 set. Begin
planning and
research
4th 5th 6th 7th 8th 9th
Week 2 10th 11th 12th 13th 14th 15th 16th planning and
research finish
Week 3 17th begin
filming
18th 19th 20th 21st 22nd 23rd
Week 4 24th 25th 26th 27th 28th 29th 30th
Week 5 31st 1st 2nd 3rd 4th 5th 6th finish filming
Week 6 7th begin
editing
8th 9th 10th 11th 12th 13th
Week 7 14th 15th 16th 17th 18th 19th 20th finish editing
Week 8 April 21st
begin
evaluation
22nd 23rd 24th 25th 26th 27th
Finish evaluation
Week 9 28th FINAL
HAND IN Denique Akinwumi 19
21. Project overview
• Celebrating youth culture/ fashion in London
• Street fashion culture- unique to youth
• Vlog/informal style- growing young audience
1. Establishing shot of locations with voiceover
introducing video
2. Long shot of 2 teens, introducing them
3. Series of close up, medium and long shots while
interviewing them
4. Pan shot of shops, with voiceover
5. A series of 5 sec clips of people speaking about their
own fashion. Close up shots
Denique Akinwumi 21
24. Audience
• 12-18 year olds, both boys and girls m/c. target by the
people shown in the video.
• Niche audience-
teens who are really
interested in fashion
only?
• Survey results- fashion most popular topic
• Problem- Digital age, so using a video to engage them,
survey results found video was most popular medium-
can also be shared on social networking
Denique Akinwumi 24