Audience feedbackIn 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:

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.

How old are you?

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.

What Gender are you?

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.

What Genre of music do you typically listen to?

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

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

Codes and Conventions

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.

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

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.

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