Rough Edit; What other people say By Demi Lovato (ft. Sam Fischer)

Audience research- Demographics

 What are demographics?:

A set of objective characteristics that describe a group of people.

Characteristics include...:

• Age Most important
• Gender 
• Class 
• Ethnicity
• Sexuality 
• location and sometimes...
• Education and lifestyle

The demographic we are trying to get across is the:

Age:

15-20, this is the group or age bracket that commonly listens to and associates with the music and genre of pop, also Demi Lovato is popular with this age group, even for the age group of 20 yr olds could be pushing it as well as 15 being the lowest age bracket as younger ages may listen to this music, but this is just a precautionary age bracket because people younger may not be able to understand the concepts of the lyrics.

Gender:

Mostly female as it is more of genre females often listen to as well it is a well known female artist so mostly girls would be able to understand her messages, but also they would more likely listen to female artists rather than a man or young man who would listen to a boy singing. 

Class:

Mostly people who can afford a PC or mobile phone to watch the music video on Youtube because we would not target an audience that could not afford the necessary products to actually listen to or watch the music videos. 

Ethnicity:

Any, a lot of white people often listen to a pop genre so they would be the dominant ethnicity we would be looking to cater to but we don't want to limit the target audience we are trying to reach, even though we are mostly targetting the caucasian population as the poop is often the prefered genre they listen to.

location:

The Americas mostly as that is the main Fan base of the singer, Demi Lovato, who is American as well but also America has a massive music market and we would be able to get heaps of views if we focused on this location. Also, we would try to focus on more economically developed countries/ regions of the world as they would be able to watch and enjoy these music videos. 

What are Psychographics?:

Segmentation divides the market into groups based on Social class, Lifestyle, and personality characteristics.

An example of a lifestyle classification model, by Young & Rubican.

• The Explorer: Driven by a need for discovery and/or challenge
• The Aspirer: Materialistic/ Care more about what others think.
• The Succeeder: Self Confidence/ Strong goal orientation/ Organised 
• The Reformer: Values their own individual judgment/ Anti materialistic 
• The Mainstream: Largest group/ core need is security/ Live in a daily routine.
• The Struggler: Seek escape/ Live for today few plans for tomorrow 
• The Resigned: Aim to survive/ Predominantly older people 

Social class:

 This aspect divides the population into groups based on the income generated by the Chief income earner. This factor is taken into account by the UK Office for National Statistics when they work out the “Social Grade” to determine people’s media consumption and purchasing power.

Lifestyle:

The key thing that I learned about the lifestyle segmentation model is that there’s no set way of segmenting people based on their lifestyle. There are, however, a number of factors that one can look at. For instance, activities, interests, and opinions form a key part of one’s lifestyle. Advertising agency Young & Rubicam invented the so-called 4C model which is often used as a lifestyle classification model. The full name for this model is Cross-Cultural Consumer Characterisation and it outlines 7 different personality types and related lifestyles.

These are 2 good links that look more into depth about each lifestyle classification:

https://www.bbc.co.uk/bitesize/guides/zy24p39/revision/3

https://issuu.com/youngandrubicam/docs/4cs

https://issuu.com/youngandrubicam/docs/4cs

Music video research, audience theory

 

music video Age rating by Hunter Look

Music video age rating research

https://www.bbc.com/news/entertainment-arts-32050068

"Fans watching music videos on YouTube and Vevo will be presented with cinema-style age certificates from Thursday."

This was a move from the government to make it so that music videos had to have age ratings on them to protect children after artists such as Miley Cyrus, Robin Thicke, and Rihanna brought out music videos below visual par and showing explicit content. This actually the second phase though and the first originating in October. The initial phase found that around 20% of music videos would be given a rating of 12,15 or even an 18+ rating. Examples of songs that were given ratings and what they are were... 

• Kasabian - Stevie Released last October, the unsettling video for Stevie showed a young boy being raised as a test subject in a laboratory. It received a 12 certificate for "moderate threat".
• Dizzee Rascal - Couple of Stacks The video for Dizzee Rascal's last single was graphic enough to earn an 18 rating. The BBFC cited the video's "strong bloody violence, gore [and] very strong language" in its ruling. 
• Prides - I Should Know You Better Shot in Scotland, the video for Prides' synthpop single featured a "weird and sad tale of a nice yeti just trying to get along in life" until a hunter cuts his life short. It was rated 12 for "moderate threat, violence, and sexual images."

During the first phase of the trial, 84 music videos were given certification. Of those, 27 were rated 12; 39 were rated 15, and only one was rated 18.

Six music videos submitted to the BBFC were classified U and 11 were classified PG.

Once given an age rating, record labels pass on the guidance to the two digital service providers - Vevo and YouTube - who, in turn, display it when the videos are broadcast online.

There are no rules on how youtube needs to display this, but they have gone with a format like... 

These are some comments from artists, Parents, and even youtube:

Popstar Annie Lennox was among those who called the imagery of certain videos "dark" and "pornographic".

"I'm all for freedom of expression," She told the BBC, "but this is clearly one step beyond, and it's clearly into the realm of porn."

As the trial scheme goes public, David Austin, assistant director of the BBFC said: "We hope this pilot will provide consumers with information to help guide them and their families when accessing music videos online.

"Parents taking part in our most recent review of the BBFC Classification Guidelines in 2013, expressed their concerns about the content of music videos online, in particular their role in the sexualization of girls and portrayals of self-harm, drug use, and violence in some music video content."

YouTube's Candice Morrissey added: "Over the last few months, we have been working with the UK's music industry to help them display the BBFC's age ratings on their music videos on YouTube.

"These are in addition to the controls we already provide on YouTube including the ability for uploaders to add age warnings to videos and a safety mode to help parents screen out content they do not feel is suitable for their children."

https://www.internetmatters.org/hub/esafety-news/age-ratings-for-online-music-videos-welcomed-by-parents/

Here are some stats on the subject:

70% of parents of under 12s are concerned about their children being exposed to inappropriate content in music videos, up to 60% of children say they have seen content in online music videos of which their parents would disapprove, given the choice, 86% of parents would encourage/ensure their children watch online channels with clear age ratings,75% of parents would like online channels to link music video age ratings to parental controls.

David Austin, Assistant Director, BBFC said: “The research shows parents perceive age ratings for online music videos to be almost as important as ratings for film and DVD/Blu-rays. Parents want more nuanced guidance about the content of the music videos their children are accessing online, with BBFC age rating symbols alongside BBFC insight content advice being the preferred form of labeling."

Sony Music, Universal Music, and Warner Music will send videos to the British Board of Film Classification (BBFC) before putting them on YouTube and Vevo. There were 132 videos submitted and 56 were rated 12+, 53 were rated 15+ and only 1 was rated 18+

Lip-syncing practice

 

Week 6: Music video brainstorm

Brainstorm:

Music Video Brainstorm by Grace Watson by gracewatson143

Moodboard:

Music Video Mood Board by Grace Watson by gracewatson143

Talent:

Phoebe Armitage- confirmed

Juia Armitage - To be confirmed

Ethan Scharneck - Cannot come so others will need to be found

Armone Gravenstein -  To be confirmed

Props and Costumes Checklist:

Props:

- Bible -> TBC
- Car -> Phoebe Armitage will be driving her own car.
- Orange umbrella -> TBC
- Landline phone -> already on set.

- Sprinkler (for shots of Amone running under it) -> Hunter Look will provide this.
- Baking/cooking equipment (mom and daughter will be baking in the kitchen) -> I (Grace Watson) will provide this.

- Cellphone for the cutaway shots of some of the teenagers -> Kayla Lockington will provide this.

Costumes:

- For Phoebe Armitage -> 2 outfits.

First outfit = Navy blue or black sweater + black jeans or old and messy grey sweatpants + Converse sneakers. Phoebe will be sourcing this from her own cupboard.

The second outfit = white dress + white sneakers or sandals. Phoebe will be sourcing this from her own closet.

- For Ethan Scharneck -> 1 outfit. Either sweatpants or black jeans + red or black oversized jumper + black sneakers. Ethan will source these items from his own closet.

- For Amone Greyvenstein and all other children within the music video -> will be asked to please wear bright colors that are colorful, child-like, and joyful. Their clothes will come from their own cupboards.

- For all other teens -> anything relaxed, and typically teenager-like; sweatpants, over-sized tees, sneakers, jeans, etc.

- For Phoebe Armitage's mom (acting as Lovato's mom) -> ask her to wear whatever she typically would as a mom. Something colorful and cheerful.

All of the props will be brought to the Media Studies classroom on Monday, the 15th of March 2021, so that everything is ready to go on filming days. The costumes will most probably just be brought on the day with the talent, however, we will ensure to remind the talent to bring all necessary items a few times well in advance so that they don't forget. This way we won't have any problems on filming day. Everything and everyone will be ready to go.

Done By Grace Watson who is on our Props and Costumes.

Target audience research

https://www.surveymonkey.com/results/SM-TF6YX8XL9/

In my research, I found a big correlation between age and what music is listened to. The survey showed very equal results on gender, so I couldn't really find any differences in gender and what people listen to. But I found a lot of the younger generation, e.g. under 18 and 18-24, watch and listen to a lot of Rap/ Hip-Hop. Also, I found that most of these people in this age bracket are the ones who watch the most music videos on a constant basis. whereas people who are older seem to not watch music videos on such a constant basis and sometimes not even at all. Also, you can see that the most popular music video genres are narrative and performance which shows us that people in this age bracket prefer to see the actual singer and not just animated looks, etc... Also, it shows us how people enjoy something that draws their attention and not something boring but actually has something to it.

Artist and branding research:

 7 Musicians who nailed their branding campaigns:

1. Tailor Swift 
2. The 1975
3. Paramore
4. Slowthai
5. Cristine and the Queens 
6. Ariana Grande 
7. Ed Sheeran 

1.) Tailor Swift:

One of the things that have kept Tailor Swift as one of pop's biggest names stars is the constant re-inventing and rebranding of her image constantly reinventing herself for each album cover giving her that reputation. Her branding campaign by ST8MNT is a masterclass in marketing and at what they do, and partially responsible for tailor's success. In an attempt to rebrand and reinvent herself tailor swift deleted her entire Instagram feed then teased fans with images of a snake, which flipped the media view and perception of her as a sneaky backstabber to a strong, independent, unapologetic woman. 

2.) The 1975:

The 1975 is a British indie band that showed us all the possibilities and creative freedom to just using simple shapes and colors. Samuel Burgess Johnson was the creative director, artist, graphic designer, and photographer and was responsible for most of the band's designs. These designs often included a rectangle or multiple rectangles surrounding their name. This proved to many that keeping things plain simple and concise can do wonders in many cases. Their branding has become so popular that people on occasions have tattooed it onto their bodies, the band has used it as merchandise, and using it for tour imagery as well, almost becoming a staple of their band, and brand image.

3.) Paramore:

In 2017 Paramore had a massive and drastic change in its image, this was going from pop-punk kids to a glossy, 80s-inspired group. In their song 'after laughter', they completely rejigged their image using bold duotones, clashing patterns, and zine sensibilities. (quite to the disagreement and dismay of their diehard fans.) This new look extended almost throughout their whole image in videos and fan merch as well, going to the extent of the band wearing bright and bold jumpsuits in the imagery of the press. This was quite a contrast to what their album was really about. Using colorful and bright imagery while talking about the sensitive topic of mental health. 

4.) Slowthai:

Slowthai is a Northampton artist who created the album 'Nothing great about Britain'. The way he decided to market this was very interesting and a very good way to get the name out there. He put billboards all of the UK/ Great Britain with stats and facts about the country's problems and stats about climate change, homelessness, the gender pay gap, hate crime, mental health, etc... He encouraged his fans to find these billboards and send images to him, possibly to create awareness but also to engage with fans and show he appreciates them as well as creating a  buzz for the new album, which the name of was leaked on the billboards. When he placed the name at the bottom of the billboards this would intrigue anyone to look into it. He found out where he could seek and engage his audience and used that to challenge them. 

5.) Christine and the Queens: 

This one is interesting as French Popstar Christine and the queens sort of changed her stage name, as for her second album she changed to Chris: a fluid identity. This was first teased when the album also named Chris showed a crossed-out Christine and the Queen's logo, this immediately sparked a marketing buzz and would have opened many opportunities with merch, album covers, advertisement, posters, etc... This gave way to a movement she started of being yourself no matter what.

6.) Ariana Grande:

For Ariana Grande's 2018 "No Tears Left To Cry" Fans were teased with upside-down images all across her social media. These were created by Jessica Severn, (SB Projects' art director, and lead designer). This branding image was further taken throughout the lead singles music video as well as merch etc... Ariana Grande also adopted her own Instagram filter for the campaign which is a great way to engage fans and intrigue other people as-well.

7.) Ed Sheeran:

Branding Power notes:

1. Music videos can help convey an image in a more precise and slightly better way than trying to imagine for yourself. It can also help an artist create an image and brand for themselves, that's more clear than possible perceptions.
2. Music videos are so powerful in some cases they can make or break a person's career.
3. Videos are very important to artists as key to properly and effectively brand and gain a good following.
4. Accessibility is massive, which was one thing that MTV lacked as it was only who they set but now anything accessible to.
5. The ability for people now to search up and watch as much as they want of somebody's music video whenever they are in the mood, ingraining that image and sound into the viewer's head. 
6. Consistency is what ingrains these things into the mind rather than just watching it once or twice. This is linked to accessibility because it's so accessible people are constantly watching.
7. "Accessibility leads to repetition, which helps develop a strong brand." Good quote. 
8. "The unlimited access to the Internet magnifies everything that goes into an artist’s image.  Artists need to be extremely mindful of their look and feel down to every last piece of clothing." This shows how much effort actually goes into an artists image so that people get the right idea of them because humans literally look into everything that's in from of them, so if you do something for a video you need to show exactly what you trying to get across otherwise people may get the wrong idea of you.
9. Music videos allow up-and-coming artists to keep up with what they are doing on a constant basis, whereas for already established artists it is a way to keep adding to their image in a way that doesn't take extensive uses of marketing.
10. "For example, Wiz Khalifa has taken his homegrown marijuana-loving rap fan-base and expanded that greatly across all demographics.  This was in large part achieved by performing with the internationally known band Maroon 5 in their video “Payphone.”" This greatly widened his demographic and gave him a larger and more diverse brand and image, not just known for his weed-loving antics. Also, the video greatly added much more impact, as it may and probably wouldn't have changed his brand image or increased his demographic either.
11. "The “Payphone” video, released 4 months ago, has had more than 60 million views. That is 60 million people seeing Wiz as a pop act rather than just a hip-hop artist. And, for a catchy song like this, people are going to keep coming back to the same video to hear the song and see Wiz and his brand in this capacity." These stats show how much success one music video can change an image. 
12. "The accessible nature of the web compliments an artist like Wiz who constantly is putting out video content.  Wiz is an ideal example of an artist who took advantage of the web and its all-access nature, and flooded his fans with content, which has lead to the success of his brand." Good point.
13. Shareability This is a massive thing for artists as they need this as a massive way in order for them to get noticed. The ability to share with others has become a massive widespread phenomenon and allows artists to really take control of their brand and image and giving them the power to share things with millions of people on a day to which they couldn't do just as early as 10 short years ago. 
14. Commenting coming in with the whole sharing craze has made things even easier to do new things. "Justin Beiber’s latest video “As Long As You Love Me” was geared to introduce his evolving brand into the adult world. It is a mini-movie where the father of the girl he is pursuing beats him up. Beiber performs with bruises all over his face. This image is something completely new for the teen icon, and almost jarring to see as he gets punched repeatedly in the face. Bieber is at the point in his career where he needs to make the jump to the adult audiences and this video is intended to be a vessel to accomplish that quickly. The shareable nature of the web and social media had millions of people seeing the “new” Bieber within days." This made comments spread so rapidly that in just a short amount of time Justin Beiber had gone from a teen pop kind of artist into something for more adulty in genre. 
15. "The branding power of the web may still be well undervalued as less money is spent now on music videos than in prior times.", "Branding on the web is a double-edged sword, however, since if it is not done in the right way, it can hurt an artist’s career just as fast as it can help it." These points really sum this up well. 

Website information came from: https://www.forbes.com/sites/brianpetchers/2012/09/25/the-branding-power-of-todays-music-videos/?sh=588b51311c1f

Demi Lovato past digipak's:

'Don't Forget' Album:

'Confident' Digipak:

'Here we go again' Digipak:

Other forms of Branding: 

Some artists use Tv Advertisements to get their name and brand image out there. Here is a website with all the advertisements Demi Lovato has been in.

https://www.ispot.tv/topic/musician/qC/demi-lovato

All of these adverts have one kind of thing in common and that is trying to show a positive image and convey a positive message to the viewers her listens to her songs, which range from kids to teens and even some young adults and adults. 

Social media platforms:

Instagram: https://www.instagram.com/ddlovato/

Facebook: https://www.facebook.com/DemiLovato/

Twitter: https://twitter.com/ddlovato?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

A common theme in all these social media accounts is that she is always advertising her music as well social problems and current events, which will attract a lot of people nowadays as people are becoming very socially conscious.

Magazine articles:

A lot of Demi Lovato's Magazine articles are about her troubles and challenges, which is often what the media focuses on, but an interesting factor is that actually with all the fonts pertaining to Demi Lovato they are all in large font making us believe that she is quite a big headline as she is a big star and gets a lot of interest meaning they will emphasize her achievements and not so achievements as well.

Also a lot of what I have seen on the internet, a lot of the news, and even on some of the stuff from Demi Lovato's social media, are all talking about her overdose and how she is recovering from that and using it to make her stronger and influence others not to do drugs and to keep clean. There are also multiple videos on youtube about her talking about this. 

Steven Archer & Andrew Goodwin Theories

 Steven Archer:

Steven archer is a media theorist mostly known for his article in the music magazine in 2004 which he detailed some of the key components for making an attention-grabbing music video how producers do this to draw the attention of their viewers.

Archer believed that essentially a music video should pretty much build on and enhance the experience that the viewer is getting through the music. Archer also believes that a visual representation is the best way to re-engage a viewer when the actual music itself is unsatisfactory. Archer believes that a music video is also another marketing strategy for the music to make it more appealing. He also believes that CDs and performances, e.g. Concerts, touring performances, etc... appeal to the wider majority of audiences and appeal to the fan's fetishistic intentions to consume as much media as they can. 

Steve archers 5 key points:

1. 'Thought beats' or the visualization of imagery through synesthesia  
2. Narrative and performance 
3. The 'star image' 
4. Illustration, Amplification, and disjuncture.
5. Technical aspects

https://www.slideshare.net/SuperDrNerd/steve-archer-music-video-theory-54360498 This is where I got my research from.

Andrew Goodwin:

Andrew Goodwin believed that all music videos portrayed genre characters. Goodwin thought that lyrics and music video visuals connotated very closely. The visuals need to either match the lyrics in an illustrative, amplifying, contradicting, or disjuncture way.

Meanings of each of these things are:

Illustrative- When the music video is representing literally what the lyrics are saying

Amplifying- The repeating of key meanings to manipulate the audience 

Contradicting- Where the video is contradicting to the music and lyrics.

Disjuncture- When the video has nothing to do with the lyrics and song.

The whole entire mood, tone, and atmosphere created by the music must match the visuals in either a contradicting, amplifying, or illustrative manner.

Some information taken from https://gracecwatson.blogspot.com/

Tuesday 2nd of march classwork: Demi Lovato & Sam Fischer Research:

 Demi Lovato:

Demi Lovato is a singer-songwriter from  America, starting her career in 2002 and still going strong to this day. She originally came into the spotlight at a young age, starring in barney and friends, and later on becoming the main character in the hit Disney channel movies Camp rocks 1 & 2, which included the song "this is me", which rose to the top 10 on the Billboards top 100. After this Demi Lovato got much recognition and started to grow her career from then on. As her popularity grew she became a judge and mentor on the hit show The X- factor USA in seasons 2 and 3. She throughout her career has focused on the genres of Pop, Pop Rock, and R&B. She is also able to play the guitar as well as the piano on top of her singing voice in which she is known for.  By 2017 she had sold 20 million singles in the USA and had collected many accolades. She in total has collected a massive 61 awards and has been nominated for a whopping 213.  

Tuesday 2nd March classwork:

 Music Video Notes/ Tips:

1. Always have a few different locations, inside/outside, whatever. 
2. Always have one base performance shot that you can use anytime if needed.
3. You can use many different ways of holding the camera, tripod, handheld, etc...
4. Throughout the shoot have the song you are using running over the video while performing the music video. And have the performer lip-sync to the song or even just sing along.
5. Rather sing-along than lip-sync to a song as it is more realistic that way whereas lip-syncing can look fake and forced. 
6. You don't need to create a great audio recording of the singing as it will be covered by the song during the editing process. 
7. Make sure you have synced the audio with the video very well. 
8. Make sure to have continuous shots.
9. Also, it's nice to add color grading to the end of your videos.