Target Audience

Our Target Audience:

• Our core target audience would be young (under 30), both boys and girls, who enjoy music styles from different cultures, dancing, partying and watching independent films (our track is taken from the Motion Picture…) A secondary audience could be younger consumers between the ages of 8 and 18, particularly girls who would aspire to be like the star of the video.
• The tastes and attitudes of our core audience in a media context would particularly be the enjoyment and consumption of films and music from varying cultures; particularly Spanish and South American inspired mediums. On a social level, the core audience would enjoy go out to clubs, dancing and being with friends. In many ways the video would appeal to girls who enjoy going out, as it includes scenes of getting ready, and girls running around having fun.
• The main function of this style of music is to raise spirits and as a track to dance to – it’s upbeat, catchy, fast-paced and repetitive.
• The audience could interpret this video to help them construct various identities. The most obvious would be the South American, sexy, carnival-going, Spanish dancing, hunk or mama. However, there are also identities such as being a party-goer socialite, wearing glamorous and theatrical clothing, and being someone that other people admire.
• Typically this music would be consumed at a club, bar or party to get people dancing, however consumers may also listen to it when getting ready to go out or when trying to raise their mood when working at home!

Fitting Ideas to the Track

This was my first attempt to structure the group's ideas around the music, fitting the different sections of narrative with suitable sections of music in order to be effectively illustrative or juxtapositional.

• Starts with the fast make-up shots, CUs etc
• When the big beat kicks in i thought we could have a lift opening (an idea we mentioned ages ago) and as the doors open all the girls are posing in full costume.
• Now we have the running round the streets and the bus and stuff all going on, interspersed at this point with very short glimpses of trumpets playing, silhouettes of dancers, and maybe flashes of costume and bright colours.
• Then when the tune dies down and it just the drums (the music goes quite slow) i thought we could have Goli's big entrance (like the filthy gorgeous vid) where we show everyone watching her, CUs of their expressions, the movements are quite slow. But here we could use some voyeuristic shots of Goli, cutting up her body - eyes, tummy, shoes - as if from the POV of the people watching and scrutinising/admiring her. She then begins to dance a bit...
• And when the tune kicks in again everyone else joins in. Here we have the full on mercado party; loads of alcohol, dancing, people sitting looking cool, cocktails, people having fun.
• Then the guy starts singing and the trumpets are gone (1m 25secs) i think we should have the choreographed dancing but all cut up. So we can have the girls dancing with goli, cut up with boys and girls doing ricky martin dancing, cut up with goli on her own dancing in her ZONE with projections, cut up with all the girls in their boudoir laughing (rehearsing maybe?). Use slow mo a bit here maybe?
• When it goes fast again she should run up onto the bar.

Music Video Genres - Spanish/Latino

Inspirational videos for a spanish/latin theme (if we decided to focus on 'Takin' it over')I looked at two Ricky Martin videos:

'She Bangs'


Although this video is too sexual, i loved the fast paced editing and the great use of close-ups when everyone is dancing particularly in the first verse and chorus - for example the blonde girl shaking her hair, or the low angle shots of girls' bums and legs. Also, at the end when everyone is dancing behind him - i think we could definitely recreate an atmosphere like this at mercado if we got people dancing and shaking their hips! There is a very lively latino feel throughout, and the dancing style would be a great inspiration.

'Livin la vida loca'


This video - again - is too sexual, but the group dancing is fantastic and some of the moves would really fit with the spanish theme we were looking for. I particularly liked the low angles when the girls are dancing, where we can see their sexy heels and fast-moving dancing feet. The colours are all very orangey and gold which creates a great atmosphere. I was in Mocado last night and it's absolutely beautiful and the lighting is very orange and has pink fairy lights everywhere so we could create a similar atmosphere. I also loved the trumpets in this video, it'd be great if we incorporated some instruments as it would make the 'night out' look much more live and exciting. I also thought the extremely fast-paced, flashing, editing at the end would be a great effect for our video as it would allow us to repeat shots to almost 'sum-up' the party, and would make the video look much more professional and againg just more lively and fun.

Music Channel

The Music Factory

TMF is one of MTVs many branches of music channels. TMF is devoted to pop music and is an extremely popular channel as it is part of the freeview package. TMF is one of the main MTV channels which doesn't just braodcast music:

Here are a couple of programmes I have selected from their daily schedule. There is a huge range of programmes to reach a wide audience from children's TV, to music videos, to reality TV, to celebrity programmes. There are lots of programmes where thea udience are encouraged to be interactive, for example 'love match' where you text in you and your partner's name and TMF 'predict' whether you'll be a longlasting match.

MUSIC
1:00 - Big Ones & New Ones
The freshest videos on the box can be found right here!

KIDS
7:00 - Go Diego Go!
Diego is an action-adventure hero with an intense love of animals. He invites preschoolers to help him race to the rescue with a host of gadgets & vehicles including his transforming Rescue Pack!
7:30 - Dora The Explorer
Join Dora and her best friend, a monkey named Boots, in another exciting adventure.

MUSIC
9:00 - Ultimate 20 21st Century Videos

CELEBS
13:00 - Cribs
Welcome to Cribs, the most exciting way to peep into the homes of your favourite celebrities without getting slapped with a restraining order.

REALITY/CELEBS/PRANKS
13:30 - Punk'd
Sketch comedy show featuring Ashton Kutcher playing practical jokes on unsuspecting celebrities. Friends, family and a host of extras get involved in the Candid Camera-style pranks.

REALITY
14:00 - Laguna Beach: The Real O.C.
LC and the girls decide it's about time that all of the college kids from Laguna have a barbeque get together at her house. Meanwhile, Kristen is treated to a brand new car.

REALITY/AUDIENCE INTERACTIVITY
14:30 - Date My Mom UK
The weird dating show that has 1 hot batchelor dating three yummy mummies to discover everything they can about their daughters before making a final choice comes to the UK....

CELEBS
18:30 - Newlyweds: Nick & Jessica
The Newlyweds Vacation: Nick, Jessica, Drew, and Lea go skiing. Nick has problems skiing.

MUSIC
19:00 - The Official Download Chart
We take a look at the official biggest downloads of the moment.

CELEBS
20:00 - Celebrity Fashion Disasters...
...All Access: Good fashion choices? That's easy. But we're here to talk about the other side of fashion - the choices that are usually only whispered about behind people's backs.

AUDIENCE INTERACTIVITY
21:00 - Awesomely Wacky Families
Think your family is wacky? Your relatives have nothing on these dysfunctional families. Join us as we visit the Jacksons, the Osbournes, the Bushes, the Clintons, the Windsors and more.

It's clear to see that for an artist to be broadcast on TMF they would have to be nationally popular. That doesn't necessarily mean pop artists, but bands and soloists who have national appeal, for example, the arctic monkeys aren't a pop band, but they have taken the nation by storm. Furthermore, TMF places such emphasis on celebrity culture, that an artist would have to be very involved on the a-list scene and would have to have an appealing image.

Independent Record Label

Moshi Moshi Records

Moshi Moshi Records is a small London-based independent record label that has released music by bands such as The Rakes, Bloc Party and Hot Chip. It was formed in 2001 as a hobby by a group of friends who wanted an opportunity to work on the music they liked, outside the mainstream world of their major-label day jobs. In 2006 they released a compilation album of the best songs they’ve released in the five years they’ve been a record label.

Artists:

Alterkicks
Architecture in Helsinki
Au Revoir Simone
Best Fwends
Bloc Party
Blue Foundation
Break bot
Dananananakroyd
Dntel
Fans of Kate
Foreign Born
The Grates
Hot Chip
Hot Club de Paris
Ingo Star Cruiser
J Xaverre
Junk Boy
Kate Nash
Lo-Fi-Fnk
The Mae Shi
Mates of State
Matt and Kim
Matt Harding
New Rhodes
Pedro v Kathryn Williams
The Rakes
Rat:att:agg
Roland Shanks
Slow Club
Sukpatch
Tilly and the Wall
Unsound
Yeti
Zan Lyons

Independent Record Label

Rough Trade Records

Rough Trade Records started out as an independent record label based in London. It grew out of the Rough Trade shop in 1978 and also went into the distribution business. It then became independent from the shop in 1982. It went bankrupt in 1991 ruining quite a few smaller record labels that they owed money to. It was then relaunched in 2000. Rough Trade is known for specialising in European post-punk and other alternative rock. BMG (a big record company who are in allegiance with Sony) bought them out in 2002.

In 2006 Rough Trade went on to create 'rough trade digital' an online shop where you can pay to download good 'indie' music. It was set up to compete with the growing demand for downloadable tracks, but also to promote the importance of paying for downloads, instead of illegally downloading.

Artists:
1990s
Aberfeldy
Antony & The Johnsons
Arcade Fire
A.R.E. WeaponsVirginia
Astley
Babyshambles
Beachwood Sparks
Bell Orchestré
Belle & Sebastian
Brakes
British Sea Power
Basia Bulat
Jarvis Cocker
Cornershop
The Decemberists
Delays
Detroit Cobras
Dr. Dog Cara
DillonBaxter
Dury
Eastern Lane
Equation
The Fiery Furnaces
Adam Green
Hal
The Hidden Cameras
Islands
Lavender Diamond Jeffrey Lewis
Jenny Lewis
The Libertines
The Long Blondes
LowThe Mescalitas
The Moldy Peaches
Oneida
Phantom Buffalo
Queen Adreena
Eddi Reader
Relaxed Muscle
Alasdair Roberts
Royal City Hope Sandoval & The Warm Inventions
Scissors For Lefty
Scritti Politti
The Strokes
Sufjan Stevens
Sun Kil Moon
Super Furry Animals
Emiliana Torrini
The Tyde
The Unicorns
The Veils

Although Rough Trade is no longer an independent record label, it still acts as one, in order to retain its 'image'. Therefore, people still see the label as being, cool, new, innovative and original and so are more inclined to buy records from its artists.

My Track Ideas

Tracks

• Takin' Over - Ralph Robles, 3:03

Rough treatment for the video: tying in with the idea of people in costumes doing silly things this would be great. The latin theme could induce behavious such as monkeys shaking their bums and tums in funny latino skirts. 'The land of boogaloo' deffo ties in with the madness and animalness that would be invoked. Great breaks in the music for dance routines, loads of different instruments, no vocals.

• Freakshow - Krafty Kuts, 4:12

Rough Treatment for the video: again could tie in with the themes we have, probably too techno. Freaks. Nina can have angels devils fat people and dwarfs!

• Bass Phenomenon - Krafty Kuts, 4:03

Really deep voice saying 'Bass phenomenon' will be wicked to completely juxtapose with a skinny white boy or a moneky or whatever. The fast pace is great for narrative, especially for a chase, with people jumping on cars, hidhing behind walls, escaping from starsky and hutch-type characters.

• Brown Boxes - The Spinto Band, 2:28

About a guy leaving behind all the commotion at his house as he's breaking up with his girlfriend. To make this quirky there are a series of ideas we could pick from: the guy's being kicked out because he's different because he's a monkey and no one else is. OR it could be based around a kind of Goldilocks-style story, where the couple (dressed as bears) are arguing over porridge or something silly and he leaves and he's really cute and fluffy (the music is quite nursery-rhyme-ish). AND I had the idea of funny creatures coming out of the boxes doing silly things. AND we can esily include the band playing funny instruments weirdly in the background. A definate narrative idea.

• Convenience - BOB, 3:33

Great if we wanted to do a happy, cute video with a boy singing about the girl he likes as she goes about on her motorbike, lots of shots of her hair flowing, her smiling lots, lots of slow mo, her dancing around in cute dresses.

• Love is the only law - Pondlife, 3:19

Not really the right song but ska is a good genre we could work from, very lively lots of instruments.

• Skinny Girls - The Fratellis, 2:18

The set up of a perfect narrative - a guy wakes up with three girls in his room. The girls are very weird, superficial, cabaret-type characters who wear loads of make-up and mad dresses, highly attractive. In comparison, we have this guy who could be a monkey or a complete geek or something and he's really shocked as they drag him around, feed him cornflakes and beer, dress him up, take him to a party (someone dancing stupidly in a club in a costume!). We can definately include the rest of the band: they could just be dotted around in different shots randomly, like in the background pretending to be tramps or something, like the E4 men who are just really funny. And they could be animals too. This track is really fast-paced, so needs to have loads of energy and attack with potential for extremely impressive cinematography and editing skills.

• Oh Pretty Woman, Roy Orbison, 2:58

The video would be about a guy or a group trying to woo a woman. Plenty of scopography, intimate shots panning up the sexy woman's legs etc. Their attempts could failing a lot, plenty of them trying to serenade her. Wouldn't really fit with what we want to do, too slow and cheesy probably. But its pretty amazing this song doesn't already have a video!