Anthony Armstrong
candidate number: 9007
centre number: 12902
Research Evaluation.
We started off secondary research with an analysis of the conventions of the genre. This consists of picking three music videos and analysing the basic conventions in the genre where the selected music video came from, the editing and how it is effective. The reason we did this is so we have a rough idea what happens in different music videos in different genres, for instance in the metal/rock genre one of the main conventions is a live performances mise en scene that suits the genre and interesting narratives. The part of the secondary research phase where we work as a group is target audiences study, artist and genre study and marketing and promotion. These consists of doing a bit of research on the chosen band and the genre they come from, back round research in to the fans of Five Finger Death Punch and what else they like and finally for marketing and promotion we had to find out how the band markets them selves and how their record label promotes them for instance to promote their new album ‘Got Your Six’ and also paparoach’s new album ‘F.E.A.R’.
My group and me carried out numerous methods of primary research. One of those methods is a survey made on survey monkey. The reason we created a survey is to collect information about what our audience wants to see in our music video. We got everyone who answered our survey to watch a music video from our chosen band that followed and at the same time challenged the conventions of the metal genre. We asked them for instance if they wanted to see shaky cam, tracking shots or close ups in the music video. Another form of primary research that we used in our group is the focus study. This consisted of getting one member of our bands audience to watch ‘Wrong Side Of Heaven’ by Five Finger Death Punch, then we asked him questions like ‘what do you like from the music video we’ve selected?’ and ‘what should we have in our music video in terms of setting camera shots and mise en scene?’
Us as a group found out that electronic and interactive methods of communicating is two of the best ways to get in touch with our target audiences. As our target audience is between the ages of 18-45 years old. The younger people in this age range are more likely to be on electronic devices such as phones, laptops, iPods and iPads. The older people in our target audience are more likely to be out and interactive. So we came to the conclusion that these two methods of communication are the best ways to communicate with our target audience. The only disadvantages to these methods are that the people we choose to interview may not be available on the days we need them and also there might be something wrong with the electronic methods we use such as a miss spelled link to our surveys or it just doesn’t work at all. We as a group found out from our survey monkey that one of the most desired uses of mise en scene our target audience wants are props such as smashed bottles and old photographs, and that 50% of everyone who answered our survey said that they listen to music to relate to the lyrics. We also learn things from our focus group such as that the person that we’ve interviewed would like to see flash backs as pictures or videos, so we have made a decision to take that on board and have flash backs in our music video.
According to our primary research the things that makes an effective metal music video is; shaky cam, close ups, fade outs, a decent amount of props, flash backs, acting and performance based videos.