Apply Audience Theory to your Product

For my advanced portfolio I created a music video, aimed at an indie rock genre who’s hobbies were based on going to gigs and listening to/playing music. I wanted to interest this specific audience by creating a music video that they could relate to rather than I high end, large budget music video. I feel I created a production that the audience wanted. To create this image I wanted to use a standard room they most ammeter band would most likely practice in, so limited room available with the all the equipment 'crammed' in and standing out. I also wanted to keep the video constantly changing through a large percentage of the song so I used different camera techniques and angles to create this. With the main focus on the instruments and a common practise room I thought the target market would enjoy viewing the video a lot more, which was also a positive as it made the whole production much cheaper to make.

Using IMovie, I edited the clips together along with the pre recorded music. The moving shots kept the video interesting still with a focus on the instruments by using close up on the guitars. Also with a clear focus on the band as I wanted to ensure the audience could make them identifiable by face. This is important with this genre of music as the band are together the star image seen on most of the products they will sell. To emphasis the music I ensured I used clips of the relevant instrument at the stand out parts of the song for example for the drumming intro I used a mid shot of the drums. The range of shots I wanted to keep varied throughout the video with one front facing mid shot that would be used to create continuity within the chorus. I therefore used some interesting shots such as the close up focus change on the high hat and also the close up on the drummers foot peddle which I have found brought a lot of interest in the feedback. The key lyrics correspond with close ups of the lead singer.

After the first draft the feedback I received from both peers and teachers was encouraging, as well at the comments and feedback I had received from my YouTube upload. There were comments about a few small mistakes I had made within the music to video syncing mainly with the drumming. However this was easy and quick to adjust and re upload as my second draft. I then thought about the detailing on my video and how I could improve the final draft. I decided to add my production company logo to the video as a water mark and also the band website at the end. This firstly gives the production company recognition as well as a professional look and also increases the chance of the audience showing further interest in the band creating links they could use.

Overall I feel that my final product really appealed to my target audience. It featured a directed focus on the instrument and band members with a performance video that would appeal on a direct level to the audience, as well as keeping the professional image with the equipment and camera quality. All of those conventions of an indie rock genre that the audience wants to see. Therefor hopefully increasing the bands fan base and widening their opportunities as performers. As well as creating an identity for the band that they can go on and portray through the sales of Albums, mechanise and future gigs.