Grace Crowley

U4:LO1
The decided target audience for my music video production of Klingande RIVA
is males and females of the ages 16-24 this was an age that when first coming
up with the idea I thought would be best suited. When creating a questionnaire
to finalise my idea one of my questions gave three different age groups and
asked which they felt would be most appropriate, all of the 9 responses I
received confirmed that this is who I would target the music video at. To ensure
that this is the suitable target audience I did research into Klingande the French
deep house producer and who his generalised target audience is for his songs
but also for the genre of the music. The music that he produces is a selection of
genres specifically melodic deep house but because this genre is only recently
been named there isnt much into its audience statistics and so I did a more
broad search into deep house which is a subgenre of house music.
My reason behind the choice of both male and females is because when
researching this particular music genre there was nothing that stated a specific
gender allowing me to make the assumption that it would be a type of music that
is appealing to both. Diplo who is a house artist much like Klingande whose
record sales showed a close split between the both genders making it impossible
to say its more enjoyable for one than the other. Not all females and males
would be interested in listening to this genre however it would also come down
to their personal preferences, I believe they would have to have serious interest
and be inspired by music. They may even want to be a DJ, or to work in the
music industry.
House music isnt classed as mainstream but it is becoming more and more
popular being featured in the charts often which makes it difficult to group the
target audience. House music being very popular in the 80s means that there is
an older age group which still listen to this genre of music so the target audience
is fairly varied in terms of age group. The genre is popular in clubs as well as
mainstream pop, and is even strong in the underground scenes: alternate and
indie audiences. So House has quite a wide fan base that stretches out to about
three key groups: Club goers, Pop fans, and more Alternate music fans. Some
good fan bases to look at would be those of Daft Punk and Swedish House
Mafia, both prominent house artists.
To put my audience into a socio-economic group I would say that it would be C2
as this is a group which is not gender specific, the lifestyle in which they would
lead is middle and middle lower class having skilled manual jobs so a reasonable
yearly income. The majority of teenagers and young adults from the ages 16-24
would fit into this class allowing them to spend their income on things that they
enjoy doing such as going clubbing and to venues to listen to live music.
Prayer in C is a song by French-Israeli folk pop duo Lilly Wood and the Prick,
originally released on their album Invincible Friends in 2010. German electronic
producer Robin Schulz remixed the song, Robin Schulz is an electronic DJ who
mostly produces deep house much like Klingande and so comparable to his work
and the music video I am creating, the remix of the song has been very popular
it has been listed for 648 weeks in 21 different charts and number 1 in 3 different
countries as shown in a graph below.
http://acharts.us/song/86391

Grace Crowley

The
music video that was
produced for the remix of
the song has also been popular on YouTube reaching 162,520,769 views with
597,537 of those views giving the video a thumbs up which suggests an
appreciation to the video. Comparing both the place in the charts and the views
for the music video suggest that there is a link between a good and visually
pleasing music video and a song being successful so therefore a good music
video is essential that a music video is effective in promoting the song, this is
obviously something I am hoping for my production and so therefore I will aim to
create a music video that is aesthetically pleasing to the eye, easy to watch in
terms of quality because the quality of the video reflects as a whole on the
production if it looks low budget then people will be less inclined to watch.
The main production that I am in competition with is the official music video that
has been produced for the song Klingande RIVA the song which I am using for
my production. The video itself is very different to what I attempt to create, the
official video explores nature, instinct and voodoo against a saturated picture in
an all-sensory presentation, which encompasses sight, sound smell, and touch.
Although slightly creepy as if taken out of a scene from some cult horror movie
the video isnt exactly what most would expect from such a melodic song. The
track however substitutes its distinctive saxophone riffs with a more subdued use
of piano juxtaposed by harmonica and whimsical vocal styling by Broken Back to
recreate that beloved taste of summer and its promise of new beginnings.

The colours that are used are bleak and make the surroundings look distressed
and old suggesting poverty or past-times which is not representative of other
music videos of the same genre considering that others feature fast paced
movement and bright colours. There is a clear story that is being portrayed
throughout the music video relatable to voodoo or in this particular case it seems
hoodoo also known as folk magic, this style is reflected through their outfits and
can also be a mirror of the distinctive sounds such as piano and harmonica which
signifies folk music.
The lyrics of the song are relatable to the music video, the lyrics talk about a girl
Who broke her chains She is not to blame, you shook the tree the video

Grace Crowley
follows and focuses on one girl in particular and so its almost like her story. In
my personal production I shall be attempting to link the lyrics to my video, I will
do this using the lyrics Restart the game and Just walk to make it end as the
whole concept of my video is for the two to finish the game but it keeps
`restarting they need to make their way through the game by completing the
levels, running through the game to `make it end following a non-linear
structure.
The video uses multiple close-up
shots to show the audience the
emotion that is being felt from the
facial expressions of the people in
the video. This intensity sets a fairly
intense tone for the video
something which wouldnt be used
commonly following this genre
however with my personal
production I want to incorporate
similar aspects because I want to
build a sense of suspense when the
people are going up through the levels and `restarting the game and so I intend
to use close ups for the same reason.
When the beat drops in the song a new side to the production is revealed the
group of people who seem to be a small village they are seen to be dancing
around celebrating something which has happened this can be percieved for the
audience as if they are enjoying the music because this is something that
happens in a club environment when the beat drop people `go mad as a way of
apreciating the song. This is a technique called cutting to the beat it helps to
create rhythm and pace in the song.
I feel that this specific feature is very important in a music video of this genre, as
mentioned it sets the same tone as it would in a club environment and therefore
this is something that I will definatly be using in my own production. I will do this
by ensuring that when editing I use the cutting to the beat technique when the
beat drops in the song and the distinctive saxaphone riffs are introduced.
Unfortunately for me with their production being of a higher budget and
produced specifically for Klingande they were able to feature him in the video
which adds star appeal to the video which automatically makes the video
appealing to an audience particularly the target audience. This is something that
I will not be able to incorporate into my own production due to budget etc.
Another video that I feel that I am in competition with based on the genre of the
song and the way in which the music video is produced and collated together is
Blonde Higher Ground https://www.youtube.com/watch?v=jjiZNUsJYjw. Blonde
are deep house production duo from Bristol, compared to the other videos that
have been produced for their music this has been less popular however I feel it is
most relatable to my own intentions for my production.
The video starts off with a variety of different shots all at once allowing us to see
the location and what is happening from a few different perspectives this allows
us to feel more immersed in the video because it is almost as if we are there, this

Grace Crowley
is something which I hope to use in my own production when they are running
through the game and getting through the levels with fast paced short clips from
different angles and perspectives as I feel this will add a feeling of excitement
much like when you are playing a game and you complete a level or when in a
club and the beat drops.
Compared to the Klingande RIVA music video the colours are bright and give
the impression of happiness and
youthfulness which is typical of
videos of this genre because the
brightness is a reflection of the
target audience being young,
adolescent enjoying themselves and
having a good time. Not only
appealing to this type of audience
but a much larger mass audience as
well because everyone can
appreciate happiness and good
times/things.
The video uses a number of panning
match-cuts in a sequence of the
video to show the actions that are
being made by the people in the
music video whether that be running,
skating or surfing. This gives a new
viewpoint and allows the audience to
see it from a different angle, this is
something that I defiantly aim to put
into my music video as I feel it will
add a level of excitement having
short shots one after another but
ensuring that they are all match cuts
so that the feel is professional and add a sense of action and adventure.
This video also uses cutting to the beat I feel that for this particular type of genre
it is essential to cut to the beat especially when the beat drops because the
audience is expecting something exciting to happen at this point as you would in
club environment.
Much like the other video I feel I am
competing with they use close up
shots to introduce the characters
and make it feel more personal to
the audience who are watching, the
difference however is that they do
this towards the end of the video
rather than at the start but because
there doesnt seem to be a narrative
which is being portrayed throughout
the video it isnt essential.

Grace Crowley
I feel that it is essential for any music track to have a music video that follows;
the visual aspects allow the audience to view the music in a different way and
develop a new understanding of the song. Chris Parr who is the former VP of
music programming and talent relations for CMT in Nashville states in his video
that music videos educate and introduce artists and their music to an audience
of consumers. With the help of visual aspects many people would be unfamiliar
to the artists and music they listen; he says that this especially applies to the
younger and more modern demographic: `a lot of people who may not have
grown up listening to country music or find themselves searching it out, music
videos are an entry point
http://www.artistshousemusic.org/videos/chris+parr+on+the+importance+of+m
usic+vide
because of this I feel that in this
particular market there is always
space for new productions for artists
to promote their work however it is
important that each of these
productions is different and stands out
from those which already exist, if not
then there is always the risk of it
being unsuccessful and boring for
audiences. After undertaking research
using YouTube to find other music
videos similar to mine I found that my idea is original especially for the specific
genre of music I am promoting.
I did find a music video created for Californiacation Red Hot Chili Peppers the
video takes the form of a PC 3D game from the third person point of view of each
of the band members. Each band member completing a different level of the
game/different location dodging different things, this particular video was the
bands most watched video on YouTube reaching 130 million views in 2006.
http://en.wikipedia.org/wiki/Californication_%28song%29#Music_video
This information suggests that audiences appreciate something different which
stands out which gives me conformation that my video has the opportunity to be
popular amongst a number of audiences whether that be of the particular artist;
Klingande or gamers.
When creating my production there are some legal issues that may arise such as
privacy issues and defamation. In order to ensure that I dont come across these
I will need to put various things in place, because I am using actors I will need to
create contracts which consist of all of the things that the job will entail and also
to gain their permission to put the production online websites such as
Youtube.com and weebly.com.
In terms of defamation it is not my intention to damage the reputation of the
artist; Klingande I want to promote his music in a positive way, I will need to
inform him that I am creating this video to gain permission to use this song. I will
inform him of the production I am creating and the content so he can know
exactly what it will entail and request any changes etc. to ensure no defamation

Grace Crowley
arises I will use the highest quality products that are available to me to give a
good finish on the music video but ultimately the artist.
Similarly with copyright issues I will aim to receive permission from the artist
himself or his record label to create this music video. To gain the information I
will find the record label Klingande is signed by just simply using google, once I
have found this I can create an email which tells them what I intend on doing; my
content outline etc. making sure not to skip out any information which they may
possibly put off by so they can make their final decision, I dont think there will
be any issues with the granting me permission as mentioned before I dont make
to damage the reputation of the artist and ultimately it is free promotion so a win
win situation.
My video will feature no racial/gender discrimination I am using both genders in
the music video so that it is appealing to both genders, the ethnicity of my actors
was solely based on who was available to me I will ensure that there are no racial
discrimination however.
I plan on showing my production on YouTube, when constructing my
questionnaire on survey monkey I asked which platform they felt this production
would best be suited to; `website, YouTube or Vimeo all but one of the
responses said YouTube with the other saying Vimeo. YouTube is one of the most
popular mediums which artists use to promote their music because it is a very
widely used website, most artists will have their own channel which features
their music videos etc. YouTube has more than 1 billion users with the number of
hours people are watching on YouTube each month is up 50% year over year.
This allows me to see that this would be the perfect platform for me to promote
my production.
Not only this factor but YouTube is a website which many 16-24
year olds use and being my target audience I feel that
this is the perfect medium for my music video.