GC2 - Applying research methods
Audience research -
What is the biggest audience for this genre
How old is the target audience of this genre
What occupations do the audience of this genre generally
Which genres audience rates videos highest
Do the audience want to see the artist
Market -
How could we expand the key demographic
what is the most successful video and why has it got the largest market share
how viable is the music video market
What could we do to create a new market to lead in music videos
Is there a specific message we could put forward to make the video stand out
Production
What budget will be required for a music video like this
What crew and specialists will be needed
how long will it take to produce and release the video
best way to release the video
where best to show advertisements and promotions for the video
task 2
Audience research -
What is the biggest audience for this genre - online research - online research allows us to gain large amounts of reliable information if i look on trusted sites
How old is the target audience of this genre - online research - online research allows us to gain large amounts of reliable information if i look on trusted sites
What occupations do the audience of this genre generally have - survey - allows us to gain publics opinions
Which genres audience rates videos highest - survey - allows us to gain publics opinions
Do the audience want to see the artist - survey - allows us to gain publics opinions
Market -
How could we expand the key demographic - online research - online research allows us to gain large amounts of reliable information if i look on trusted sites
what is the most successful video and why has it got the largest market share - online research - online research allows us to gain large amounts of reliable information if i look on trusted sites
online research -online research allows us to gain large amounts of reliable information if i look on trusted sites - There are plenty of books written on this subject.
What could we do to create a new market to lead in music videos - online research/ surveying - allows us to gain publics opinions - online research allows us to gain large amounts of reliable information if i look on trusted sites
Is there a specific message we could put forward to make the video stand out - online research - online research allows us to gain large amounts of reliable information if i look on trusted sites
Production
What budget will be required for a music video like this - looking into budgets used in other music videos this can be done with online research - online research allows us to gain large amounts of reliable information if i look on trusted sites
What crew and specialists will be needed - online research -online research allows us to gain large amounts of reliable information if i look on trusted sites
how long will it take to produce and release the video - looking over previous work done and previous gant charts
best way to release the video - online research -online research allows us to gain large amounts of reliable information if i look on trusted sites
where best to show advertisements and promotions for the video - online research - online research allows us to gain large amounts of reliable information if i look on trusted sites
Task 3
Audience research - Genre picked hip hop - artist Kendrick Lamar
What is the biggest audience for this genre -
http://hiphopdx.com/editorials/id.1947/title.true-colors-race-and-the-misnomer-of-hip-hop-as-black-music
http://www.slideshare.net/ashleyriley908/research-presentation-hip-hop
http://www.nydailynews.com/entertainment/music-arts/hip-hop-white-hot-article-1.1841161
http://rbr.com/hip-hop-consumers-and-retail/
After researching online this is the information I gained, In recent years it has become clear that white influence in hip hop is becoming more and more promenant and now some of modern hip hops biggest artists are white this means that the audience is also becoming more racially diverse in my online research, I found multiple news articles detailing the different audiences in hip hop and there race and class. Hip Hop famously rose from black subculture in the 80s and slowly became one of the biggest and most widely listened to genres in modern day music, throughout the 80s and 90s hip hop was seen as a mostly american and black form of music and it is not until the 2000s that you start to see an influx of white artists onto the hip hop scene, people like macklemore, iggy azealea and g-eazy are some of the most prominent figures in mainstream hip hop today and they are all white and from middle class back grounds an example of there influence is 'Macklemore & Ryan Lewis won this year’s Best Rap Album Grammy. Iggy Azalea has the song of the summer with “Fancy.” And emerging star G-Eazy — marketed as the “James Dean of rap” — got 10 million YouTube views for his clips in just the last nine months.' this survey (http://rbr.com/hip-hop-consumers-and-retail/) shows that the face of rap is changing and although the audiece will still have a working/middle class black majority there is a massive number of middle class white listeners now joining the scene.
How old is the target audience of this genre -
http://rbr.com/hip-hop-consumers-and-retail/
For my survey questions i have deciede to use a survey conducted by a third party as it has a larger group surveyed than one i could create this survey suggests that the largest genre in hip hop is the 18-34 bracket with almost two thirds of the genres listeners residing in this group this information is reliable as it is carried out by a well trusted source.
What occupations do the audience of this genre generally -
http://rbr.com/hip-hop-consumers-and-retail/
As hip hop has a very young target audience it is not surprising that it is not very high up on the income and career ladder with the large majority of it audience being unemployed, in the millitary or in education. Which means they are also on the bottom of the income scale this does not mean that they will not go on to be successful and does not mean they are not part of the middle class despite there current situation.
What genre gains the highest audience-
https://en.wikipedia.org/wiki/List_of_most_viewed_YouTube_videos
the list of the most viewed music videos shows that the most viewed music video genre by a long shot is pop, artists like taylor swift, psy and katy perry dominate the top charts in music videos on youtube which is the main platform used to watch said videos, there is only two rap videos on the chart macklemore (white) wiz khalifa (black) both of which could be described as Pop-hop (mainstream hip hop).
Do the audience want to see the artist - https://prezi.com/bcjmyom-jay6/why-do-artists-make-music-videos/
i think the answer to this from what i have found online is yes and the artists for the most part want to be seen in there videos, music videos are made by artists who want to promote there songs but not heavily advertise in an unappealing manner so by creating a video for there film they can advertise there song in an entertaining manner rather than a serious one.
my survey did not correlate with my online research but i have decided to use the survey anyway as it is from my own audience so it is still useful.
Market -
How could we expand the key demographic
http://www.audiblehype.com/blogs/business/2008/aug/04/the-no-bullshit-guide-to-hip-hop-demographics-part-one/
this article says that hip hop is a 500 billion dollar industry in the us alone with 24million listeners between 19-34 this is a large demographic which shows that hip hop appeals to lots of different groups one way of expanding hip hop as a genre would be to market it towards and older generation over 34 hip hop was originally shunned by the older generation because of it adult themes an was always seen a music for youth rebellion so if we could think of a way of making a video that older people like we could capture that demographic.
what is the most successful video and why has it got the largest market share
https://www.youtube.com/watch?v=9bZkp7q19f0&ab_channel=officialpsy
http://www.millwardbrown.com/global-navigation/blogs/post/mb-blog/2012/11/21/10-reasons-why-Gangnam-Style-became-a-global-hit.aspx
this article breaks it down and shows a massive part of helping gangnam style gain such wild popularity was the catchy-ness of the tune and the easy dance performed through out the video the video is also very family friendly and although there are some adult themes nothing explicit, this means that children will watch it also it is k-pop which is very popular across Asia and Asia contains the largest populations .
how viable is the music video market
http://news.sky.com/story/1182929/music-industry-worth-3-5bn-to-british-economy
the music video industry is booming with the advent of youtube videos are available easily and freely so more and more people will watch them the industry is worth 3.5 billion in the uk which shows that it is a huge industry and in the modern day no single will be released without a music video as it also helps to push the artists image and we can use it for product placement which will make more more money for the artist this shows that the music video industry is a viable industry.
which is the best platform for the video
http://www.ebizmba.com/articles/video-websites
this source shows that the best platform to release on would be youtube as it has over 1 billion monthly users so it is more likely to get the largest audience youtube is also familiar to alot of people and is use like a social media so this means people will be more likely to share your video if it is on a trusted platform, vimeo would also be good but it has a much smaller monthly user base which will limit the amount of exposure you gain, but if the video is art based it would be better suited to vimeo as vimeo is a platform popular with creatives, really the best thing to do would be to post it on both so then you cover both markets.
Is there a specific message we could put forward to make the video stand out
http://www.theguardian.com/music/2015/dec/29/rap-racism-race-issues-america-black-protest-anthem-kendrick-lamar-janelle-monae-asap-rocky-prince
the best message we could put into the video is anti- racism this is the hot-topic in hip hop at the moment and the message that is sure to connect with the most people as it will effect them in an emotional way which will mean they will at least remember the video. because hip hops black origins its has always throughout its history had problems with racism so by putting this message at the for front means that we will be representing hip hop correctly and helping push the genre which people like and this will turn into video views. my survey correlated.
Production
What budget will be required for a music video like this
https://www.bectu.org.uk/advice-resources/rates/freelance-camera-rates
the site bectu is a good tool for finding out a budget, i found that with individual costs of Director £500 crew £1000 actor's £500 rental £1000 location £500 a budget of 3500 would be sufficient this is for a very small budget video with most small budgets videos costing below £50,000.
What crew and specialists will be needed
https://www.quora.com/What-equipment-crew-is-needed-for-a-low-budget-film
this article breaks down what we will need for the crew
Sound Recordist/Boom Op
Camera man
Director
DP
how long will it take to produce and release the video
https://www.quora.com/How-long-does-it-take-to-make-the-average-MTV-quality-music-video
this article details how long a professional video would take to make
1 week of planning
2 days of shooting
2 weeks of editing
this is i think is also a good production time for the film that we are going to make, and in my personal experience that is how long a video like the one we are making would take to produce.
best way format to release in
http://12starsmedia.com/blog/what-format-or-file-type-of-video-should-i-use-for-the-web
this site shows that mp4 is the best format to release on vimeo an youtube the only potential problem is that if the audience wants to download the video onto a windows pc they will not be able to play it without a special vlc player this should not become an issue because we will not make our video available for direct download off of either site.
where best to show advertisements and promotions for the video
http://wersm.com/new-study-shows-facebook-ad-popularity-is-on-the-rise/
My surveys shows that the best place to advertise the video would be on facebook or online this is because young people spend alot of time online plus online advertising is very cheap compared to any other advertising we could put out a tv ad which would help with our aim of bringing in an older generation but due to the cost we will stick to online. Also more and more adults and older people are using facebook so if we used the right techniques on the right pages we could find our audience and tailor our product and advertising for them.
task 4
my research has mainly been carried out through online and questionnaire techniques, this has given me a great incite into how i can best create a music video that my audience will want to watch, i know now that the audience thinks that race is a very important subject to feature in my music video because of hip hops origins in black culture it is also ways a hotbed of racial tension and discussion about race i found out about this through online research i mainly used a search engine to find my sources i used google as it is a trusted service provider i then checked each source for reliability as with online blogs anyone can post anything so i stuck to official and well known sources. I used online research to find out about the age of my audience i also used a survey for this question as i recognised that alot of the people who watch these videos are in my peer group so i could gain useful information on the people who will actually watch my video. My online research also found that people cared alot about seeing the artist in the video and the artist also want to be seen this is common in hip hop videos so is not surprising, i also conducted a survey on this and found that my survey audience did not care about seeing the artist i decided to take the survey into consideration but i trust the online research more as as i said my survey results were from a small portion of mostly my target audience for the video which is why i still consider the results from the survey. My market research was successful i found that the hip hop industry is huge and is worth 500 billion and i also found what characteristics create a popular music video i looked at ‘psy - gangnam style’ as it has over 2.5 billion views on youtube which i the most ever i looked for parts of the video that i could recreate in my own video i found that if i were to incorporate a dance element to my video then it could catch on and this would inspire sharing of my video even more. I also looked online at where it would be best to release my video i used a well known site to gain figures on what streaming sites are the most popular and decided to release my video on vimeo and youtube as they are the two largest user generated content streaming sites. I used sites like bectu for my production research bectu is very trustworthy as it is a media union so has accountability for its information i found 3500 is a realistic budget for a video of this scale and i found i would need a crew of around 4 to complete my project.
Over all i think online research and surveys turned out to be the easiest and most reliable forms of research to carry out.
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