180 degree rule

 

M1-Distribution and Marketing

 Marketing

To try and market my song to the bands younger target audience I will focus most of my marketing on establishing a social media presence for the song before the festival. Since younger generations prefer this to more forms of physical advertising, this is how we are more likely to bring in an audience who will enjoy the video. The Above the line marketing I will use is by releasing incredibly short exclusive clips of the video, on channels and accounts linked to both the band and the music festival, making sure that people know the two are linked, and convincing fans of the band to either go to or tune in to watch the festival. I could also try to include images or clips of the video in any television or physical advertisements for the festival, such as flyers and clips on music video channels such as The box, as well as adverts for the whole festival on more popular channels such as the BBC or ITV. Leading up to the festival I will focus on more Below the Line marketing strategies. I will do this by specifically targeting people who have already shown interest in the festival with an increased number of targeted ads for the video and the festival as a whole. Using these different avenues, I hope that I can get as many people as possible to watch the video when it first premieres, building an audience immediately before it is commercially released.

Distributing

Initially, the video will be exclusively shown at the music video vamp music festival, with it being seen by both people attending the festival live, and a tv audience that the festival is being broadcast to. This initial broadcast will give the video an immediate boost in popularity, which I hope will be able to make a large amount of people become fans very quickly. After this, the video will be uploaded to YouTube, either independently or on under the umbrella company of VEVO. This is the most popular way nowadays for music videos to gain a large mount of popularity, with popular videos being able to quickly amass millions of views and fans. An example of this is the band ok go who amassed a large following when their one hit wonder “here it goes again” went viral on YouTube for its use of concept elements, which I am also heavily using in the plan for my video. I will also use other methods of social media and the internet to spread my photo, by both uploading the whole video to other social medias such as twitter, or by further linking it to the band by posting it on a band website or account, with their permission. I can also try to spread the video into the farther world of music by uploading it to older music forums or letting it be played on popular music video channels like 4music. By using these techniques, I hope to give the video a more long-lasting life and popularity beyond the initial viewing, and to hopefully keep the video popular for many more years to come.

M1-Justification

 In my music video for “Soft fuzzy man” by Lemon Demon, I have aimed to create a video which is able to both satisfy the brief and appease the products audience and pre-existing following. One way that I have done this is by following the brief closely and making sure that all my working is done with it in mind. For example, when choosing my song, I kept in mind the BBFC rating limit of 12A and made sure to select a track with extremely limited adult content, so that my video would not overstep these guidelines. This helps to keep the video suitable for all age demographics, as all these different audiences will be present at the music festival when the product premieres. I will also make sure to keep the product brief in mind when choosing the different technical aspects of my music video, such as making sure that the video lasts the length of the song or longer and exporting two master videos when the product is completed, a high-quality master version and a lower quality compressed mp4 to upload to YouTube. By choosing a track that is completely suitable for these younger viewers and using yougov.co.uk to source data on the audiences of similar bands and genres of music, I was able to decide on a Target audience that I believe is most likely to view the product and who I will therefore focus the videos style and marketing on appealing to. Firstly the audience is most likely to be from the younger millennial and Gen Z generations. Because of this, I will be more able to use more modern technologies and digital effects in the creation of my video, as well as focusing the video on more modern ideas and aesthetics. Next I determined that although the target audience is mostly mixed genders, there is a slight male majority in fans. To help my video appeal to a more male demographic, I will use slightly more masculine imagery, such as using male characters and colder, more masculine stereotyped colours such as blues and greens. Finally, the people who listen to these types of music are most often middle class, which means that the video should try to be distributed in a way that isn’t too expensive for the average person, as this is the monetary group that mostly makes up the fan base. I will use this video to mostly try and appease the escapism and social connection use of the uses and gratification theory. To help the video to fulfil the uses and gratification role of diversion and escapism, I will remember to focus on keeping the video entertaining and fun, focusing on keeping the video energetic and entertaining. To help the audience of the video develop social interaction (another one of the purposes outlined by the uses and gratification theory) , I will try to develop a social media influence in the lead up to and after the premiere of the song, allowing people to form discussions and interact with each other, helping them to form social bonds. As my video falls into the genre of alternative music with a supernatural theme, with a clear story in the lyrics, I have chosen to make this a narrative music video, with concept elements used to emphasise the songs more unusual elements. The conventions I will conform to, according to Andrew Godwin’s convention theory, is to use stark colours and images in the video, along with rhythmic cuts, which are often used in songs with a similar use of distinct beats and sections of song with different levels of energy. This will help to appeal to the target audience, who will probably enjoy these styles of music and the tropes and conventions of similar videos. As for intertextual references, I will try to use similar iconography and style to similar videos created either by or fan videos of Lemon demons other songs. Using this I can try to continue to appeal to people who were already fans of the music, and use this to make them more interested in the video and the festival. By using these techniques, I hope that I can make a suitable and popular video, being able to appease old fans, create new ones and satisfy the music festivals wants and requirements.

P3-Animatic

Reflection

During the production of this video I learned to make sure I always allocate a large amount of time to editing, and to make sure I am as specific as possible with my timings, down to the frame. It also made me realise that I did not plan out enough shots for my video, so I should make sure I always listen to the video in detail and make sure that no shot lasts too long in my plan.

 

P3-Preproduction documents

 

P2-Treatment, Shot script and Storyboard