Audience Profiling

PART THIRTY THREE

THE JICNARS SCALE

Joint Industry Committee for National Readership Surveys.Media producers use this scale in order to help identify and target a specific demographic audience. Institutions and academics find it useful in order to make out detailed accounts of how audiences are constructed. It is used regularly to find ways of segmenting the audience. Segmentation can be demographical andpsychological. Demographic segmentation is when the audience is defined by social circumstances such as gender, race, class, and sexuality. The most common way of segmenting demographically is the through using the JICNARS scale:

A - higher management

B - middle management

C1 - supervisory

C2 - skilled manual

D - semi/unskilled manual

E - subsistence income/unemployed



Through using this scale, I can suggest that the target audience for the band in our music video would be approximately between the ages of 15 and 25. Both girls and boys.

The genre of music they would listen to would probably be anything with regards to alternative music. So, Indie-rock, Indie-pop, Singer/songwriter, acoustic, punk or Alternative. 

Due to the fact that a typical person starts working in a job by the time they are 18, my target audience would be in the bracket of D or E in the JICNARS scale. As, even if they are getting jobs, that early on it is likely that their jobs will be low paying, part-time ones. In other words, 'semi/unskilled manual'. If they are still unemployed by that time, which most teenagers/early 20 year olds are, their parents may still be giving them money, meaning they would have a 'subsistence income'.

VALS 

Various attitudes, Values, beliefs and lifestyle choices are placed in categories in order to predict the audience's consumption.

Psychographic segmentation combines the lifestyle of the audience with their attitudes, values, beliefs and their personalities.

It is different from the JICNARS scale as it focuses on the individual person's music taste rather than defining them by their income.

TEENAGE VALS: 
TRENDIES - they crave attention of their peers.
PURITANS - wish to feel virtuous.
INNOVATORS - wish to make their mark.
REBELS - who wish to remake the world in their own image.
GROUPIES - who want to be accepted.
DRIFTERS - who are not sure what they want.
DROP-OUTS - who shun commitment of any kind.
TRADITIONALISTS - want things to stay as they are.
UTOPIANS - who want the world to be a better place.
CYNICS - who have to have something to complain about.
COWBOYS - who want easy money.

I think that our teenage audience would be made up of:

Rebels, 

Drop-outs,









Cynics








Trendies.









I feel as if, being an indie band, the kind of people that would want to listen to it would be Rebels because it's a very different and specific genre. 

The song is fairly unknown which is moody and the song lyrics suggest that cynics would listen to it. 

Many people who listen to 'indie' music also take on a well known style 'hipster'. Many of these so called 'hipsters' have a reputation for craving attention, hence the trendies. 

Drop outs would be sitting at home and not caring about anything. I get the impression the 'drop outs' wouldn't be the type of people to attend a Taylor Swift or One Direction concert, they would be in to lazy alternative music like Oberhofer, our artist.

For the adults VALS chart, I would place our target audience as;

Experiencers,
Believers.

As young adults, they will be up on all the latest fashions because not only do they have the money to do so but they also have the freedom of still being slightly youthful, they want to EXPERIENCE everything while they still can. The believers 'have strong me-too fashion attitudes' and they 'rely on spirituality and faith to provide inspiration' which fits the alternative yet spiritual and thoughtful side to our target audience.

Moodboard

PART THIRTY TWO

I have used this moodboard in order to show people the gist of our music videos, I have added textures, locations, people, styles, costume and weather. Essentially, the essence of our music video is simple, it is very woodland based, quite surrealist with fairies, the lost boys from peter pan, hippies and a general outdoors youthful/refreshing kind of feel.

Expanding On Our Music Video Idea

PART THIRTY ONE

New song and individual responsibilities

We decided as a group that our new song would be 'Away from u' by Oberhofer. As we had to change the song due to copyright reasons.

We all agreed that this was our favourite song.

Ideas on the projections by Sasha

Ideas on location by India

Ideas on the narrative by Fran

The Band Element

PART THIRTY

ASSIGNED TASK

BAND

WHAT ARE THEY WEARING: 

I want them to have the same style and demeanour as the rolling stones. That is the feel of our band who have the whole rebellious, wild vibe.

I want them to wear big fur jackets, bandanas, mud lines on their cheeks and black skinny jeans. We need to decide what to dress the lead singer in for him to stand out from the other three boys.

WHO ARE THEY:

The lead singer will have shaggy dark hair. He will be tall with attitude and a face with no expression. He needs to look moody.

The other three lost boys will be a bit shorter but still quite moody with attitude. Two of them will have blonde messy hair and the other will have dark messy hair.

Then we will have a fairy girl who will be dressed in a tight sparkly bodysuit with fairy wings and glitter on her face. She will be tall and skinny with dark hair and we have found someone that we could use to play this character.

WHAT ARE THEY DOING:

The band will be playing instruments in the studio which will be projected onto the 5 tents in the woods. The lead singer will be sitting in the entrance to the tent lip-syncing while the others do various different activities in the background like;
Putting knives through teddy bears into the trees,
Firing bow and arrows at the bullseye painted onto a tree,
Sword fighting with sticks,
Drinking or smoking,
Dancing around the bonfire.



The girl will be dancing in and out of the trees as well and the shots of her will intercut with the shots of the lost boys and the shots of the lead singer.

DO WE SEE THEM: 
We see all the lost boys as certain times, We will start the music video with a close up pan across of all the lost boys standing in a line. So we see their muddy faces very clearly. The fairy however, we will only see her in the shadows dancing through the woods and she will be shot in London as a city girl and will be projected onto the 5 tents.  We will only see her full face in the woods at the end.

WHERE ARE THEY PERFORMING: 
The band will only performing in the studio where we use the footage for projections on the 5 tents but the lead singer will sing the full way through in the woods too.

Pitch Feedback

PART THIRTY

FEEDBACK FROM OUR PITCH

PROJECTION
We are going to change the first location from a street in Guildford to the studio in Hurtwood because legally we will not be able to use any street without a licence. Therefore we will shoot girls in the studio with back-combed hair and neon paint dancing in a dark light so they are almost silhouetted.  We will also hang white sheets on a washing line in the woods which will give more objects to project our footage on to. Then we can project this footage of the girls dancing on to the side of the white tent and the trees in the woods in location two.

LOCATION - THE WOODS
Mis En Scene:
Abstract,
Handprints on trees,
Teddy bears stuck into trees with daggers,
Teddy bears and dolls hanging from the washing line with bulls eyes on them,
The boys shooting with boy and arrows,
Cardboard swords.

BAND
The lead singer would be sitting in a chair by the fire or in the opening of the tent lip-syncing to the song while there other three lost boys mess round in the background.
We will have filmed the whole band (the 4 lost boys) with their instruments playing in the studio which we can project on to the tent and sheets.

Main Idea Presentation - Electric Feel 'AMPM'

PART TWENTY NINE

Idea Pitch - Main and Back Up Idea

PART TWENTY EIGHT

MUSIC VIDEO PITCH - MAIN IDEA

Feedback For Idea 2 - Nick Mulvey 'Cucurucu'

PART TWENTY SEVEN

Feedback 

Idea 2

For my second idea it became clear that there were no classrooms with windows at my college which were low and which someone could climb out of. So perhaps if it started not in a classroom but in someone's bedroom and then she could wake up in the morning, see her friend out the window and then climb out. This would be easier because houses are a lot more accessible to find for filming than schools are.

People also suggested to me that instead of the girls being teenagers maybe they could be children between the ages of 6 and 10. This would create the sense of youthfulness and freedom that the song is trying to convey and the imagery of children playing and having fun works better than with teenagers.

Feedback For Idea 1 - Weezer 'Beverly Hills'

PART TWENTY SIX

FEEDBACK

Idea 1

It may be difficult to create the red carpet illusion and get people to look like celebrities which is crucial because the song is all about Beverly Hills. When people think of Beverly Hills they imagine the hot weather, beaches, people in minimal clothing. All of these would be nearly impossible to recreate in the cold English weather.

So maybe the whole video could be set in a council flat or run down building to create a humorous irony about the video. Then with the slow motion shots of people smashing things and taking their clothes off, it would be so obviously the opposite to the glamour of Beverly Hills that the visuals seem comedic.

Music Video Idea 3 - MGMT 'Electric Feel'

PART TWENTY FIVE

IDEA 3

Electric Feel - MGMT

My idea involves a scene but no narrative plot. It is based around the idea of teenagers going haywire and the music video will experiment with 'electric' elements, as the song title suggests.

Opens with a close up shot of the faces of 2 teenaged boys and 2 teenagers girls standing in a line with backcombed hair, bandanas and mud lines on their cheeks.

The idea of this is to show the wild side in modern-day youths. I gained inspiration from the lost boys in Peter Pan. I imagine the faces of the 'lost boys' and especially the lead singer to be not showing any emotion on his face. So the whole way through the performance, none of the band pull any expressions but leave their faces neutral.

The majority of this music video will be filmed in the studio. The set will have a bright multi coloured wall and the lighting will be dark but there will be lit up lazers on the wall. I'm thinking like this music video by Fletcher:

However, there will also be parts filmed in the streets.

 As the lyrics start, the boy in the middle starts lip-syncing to it, but we film him singing the song double the speed then put it in slow motion to make it seem like he is singing in time but walking forward down the street in slow motion.  I was thinking maybe as the lead singer was lip-syncing, the other teenagers could be in the background jumping on cars with sticks and chucking things at walls. The strangers passing by on the street will be looking at them in disgust but the teenagers completely ignore them and carry on. 

There will be clips of passers by watching them in disgust and confusion as they strut past in their crazy clothes and muddy faces.

I want the  teenaged girls and boys to be sassy and confident like in the Bad Blood music video by Taylor Swift.

Then it cuts to them in a different scenario and every so often, back to a close up shot of the boys mouth lip-syncing.

There will be shots of them running through the streets with sticks and close up shots of their mouths shouting 'Ahhh'.

As the song builds, from walking through the streets, there will be a long shot of them from the front and then it will begin to go in slow motion.

As the slow motion is becoming slower and slower, the screen will change colour in time with the beat, creating the whole electric element, relating to the song title. And will skip between the two same shots of them running forward in the streets and of them running forward in the colourful studio. This will give a strobe light effect.

So the shots will cut every few seconds from a shot like this in the studio:

To the same shot taken in the streets which would look something like this:

I like the colours and style of the Snakadaktal video 'Air'. The slow motion element of it, the glitter and the madness. 

Once the drop starts, after the strobe light effect of cutting between 2 scenes, all of the teenagers look down at themselves and theyve all been covered in different colours of paint. Then theres shots in the studio of them all laughing and jumping around. I like the idea` of having fun with paint like in the music video 'Honey', by Swim Deep.