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.