Friday, 28 March 2014
Focus Group Research
In order to gain an understanding of what exactly a focus group is and how to produce and gather one in order to show members of the public our video, website and digipak I did some research into the technique of audience feedback on YouTube and was informed by these videos.
What is a Focus Group?
A focus group is a form of qualitative research in which a group of people are asked questions about their beliefs, opinions, views and attitudes towards products, advertisements and campaigns. Questions are asked and participants are free to talk in a group discussion. They are an important tool for acquiring feedback on a new product. Group discussion produces data and insights that would be less accessible without interaction found in a group setting. For example listening to others’ verbalized experiences stimulates memories, ideas, and experiences in participants. A focus group allows for a detailed discussion after our participants can all watch the video and answer questions, whilst being recorded, and then all navigate the website and answer questions about the effectiveness of the website as well as the digipak.
Thursday, 27 March 2014
Evaluation Task 2: Script
Who is similar to the artist you tried to create?
Amy Winehouse, Lily Allen, Katy B, Eliza Doolittle and Lana Del Rey.
What are the key meanings that the star stands for?
According to Dyer, Rose May possesses a hint of rebellion, reflected by the edginess in the music video's locations as well as youthfulness reflected by the use of colour.
How does the video feed into these star meanings?
The rebellion is reflected by the edginess and urban depiction of the city setting of Brighton. Whereas, the youthfulness is represented by the use of bright colours and Rosie's dance routines in the performance shots.
How does the digipak help construct these star meanings?
The use of colours and natural daylight helps to emphasise her youthfulness. Also the location of urban Brighton and the Albert pub's graffiti wall as well as our choice of bold stencilled font emphasises her rebellious star image. We also decided to keep the focus on Rosie May but alter her centrality on the front cover of the digipack to suggest her alternative style. This would tell our audience that she is a new, upcoming artist who respects old music, reflected by the art of the dead rock stars on the wall, and she is the next in line for her time in the spotlight of the music industry.
How does the website help to construct those star meanings?
The use of colours and natural daylight helps to emphasise her youthfulness. The use of more images depicting Rosie to be situated amongst urban locations, used as a background on the home page, helps to emphasise her edgy appeal. Within the gallery there are also images of Rosie within an East London warehouse, sitting on cars and trailers.
What genre is your artist in, who is the target audience for this genre and therefore your product?
We recognise that he is a synthetic artist, similar to the likes of Ellie Goulding, being categorised in the pop genre, However, we attempted to add an authentic and organic aspect to her star image, similar to Amy Winehouse. Therefore our target audience is made up of a group of 13-21 year olds seen as 'trendies' in our VALS.
Why do the meanings of your star appeal to that audience segment?
The meanings of rebellion as well as youthfulness appeals to the 'trendy' audience of 13-21 year olds as some young teenagers are seen to be youthful, which is similar to Rosie May's image. But are also often looking to rebel, also being able to relate to Rosie's image. Also the vibrancy and 'pop' nature of the song will appeal to young audiences. Also the looks of Motown music and 60s star image of Rosie can also appeal to adults. Therefore, Rosie's music can be played on Radio 1 and Radio 2 as well as MTV music channel.
How have you made each of your three products in such a way as to offer your audience a feeling of closeness to your artist?
We tried to create a vibrancy and get across her personal appeal. Since Rosie May is an approachable character we have attempted to highlight this so can her audience can relate to her as she is very much 'the girl next door'. Also we have attempted to include aspects of her own likes and dislikes as we situated her against the wall of the Albert pub in Brighton which displays art of an abundance of dead rock stars whom Rosie looks up to with respect and uses as sources of inspiration for her own music.
Do any of your products provide an opportunity for your audience to explore their own ideas and values?
There is an element of escapism and journeying in our music video. Therefore anyone can relate to this but it is most likely that young girls will be able to relate to this more easily. There are also shopping aspects shown within the video which is another attraction for younger girls. But on a deeper level our video reflects on escapism and freedom, due to her break up with a love, therefore this triggers her journey through Brighton. Therefore most people will be able to relate to her through these elements of the video.
Amy Winehouse, Lily Allen, Katy B, Eliza Doolittle and Lana Del Rey.
What are the key meanings that the star stands for?
According to Dyer, Rose May possesses a hint of rebellion, reflected by the edginess in the music video's locations as well as youthfulness reflected by the use of colour.
How does the video feed into these star meanings?
The rebellion is reflected by the edginess and urban depiction of the city setting of Brighton. Whereas, the youthfulness is represented by the use of bright colours and Rosie's dance routines in the performance shots.
How does the digipak help construct these star meanings?
The use of colours and natural daylight helps to emphasise her youthfulness. Also the location of urban Brighton and the Albert pub's graffiti wall as well as our choice of bold stencilled font emphasises her rebellious star image. We also decided to keep the focus on Rosie May but alter her centrality on the front cover of the digipack to suggest her alternative style. This would tell our audience that she is a new, upcoming artist who respects old music, reflected by the art of the dead rock stars on the wall, and she is the next in line for her time in the spotlight of the music industry.
How does the website help to construct those star meanings?
The use of colours and natural daylight helps to emphasise her youthfulness. The use of more images depicting Rosie to be situated amongst urban locations, used as a background on the home page, helps to emphasise her edgy appeal. Within the gallery there are also images of Rosie within an East London warehouse, sitting on cars and trailers.
What genre is your artist in, who is the target audience for this genre and therefore your product?
We recognise that he is a synthetic artist, similar to the likes of Ellie Goulding, being categorised in the pop genre, However, we attempted to add an authentic and organic aspect to her star image, similar to Amy Winehouse. Therefore our target audience is made up of a group of 13-21 year olds seen as 'trendies' in our VALS.
Why do the meanings of your star appeal to that audience segment?
The meanings of rebellion as well as youthfulness appeals to the 'trendy' audience of 13-21 year olds as some young teenagers are seen to be youthful, which is similar to Rosie May's image. But are also often looking to rebel, also being able to relate to Rosie's image. Also the vibrancy and 'pop' nature of the song will appeal to young audiences. Also the looks of Motown music and 60s star image of Rosie can also appeal to adults. Therefore, Rosie's music can be played on Radio 1 and Radio 2 as well as MTV music channel.
How have you made each of your three products in such a way as to offer your audience a feeling of closeness to your artist?
We tried to create a vibrancy and get across her personal appeal. Since Rosie May is an approachable character we have attempted to highlight this so can her audience can relate to her as she is very much 'the girl next door'. Also we have attempted to include aspects of her own likes and dislikes as we situated her against the wall of the Albert pub in Brighton which displays art of an abundance of dead rock stars whom Rosie looks up to with respect and uses as sources of inspiration for her own music.
Do any of your products provide an opportunity for your audience to explore their own ideas and values?
There is an element of escapism and journeying in our music video. Therefore anyone can relate to this but it is most likely that young girls will be able to relate to this more easily. There are also shopping aspects shown within the video which is another attraction for younger girls. But on a deeper level our video reflects on escapism and freedom, due to her break up with a love, therefore this triggers her journey through Brighton. Therefore most people will be able to relate to her through these elements of the video.
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| The Album Cover Front |
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| The Website Homepage |
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| Music Video: Urban Aspects |
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| Music Video: Colourful Elements |
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| Music Video: The Albert Pub Wall of Art |
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| Music Video: Brighton Seafront |
Evaluation Task 2: The Website & The Digipak
All music websites are about promotion and information provided to the audience. They fall into three main categories:
When considering how your campaign is marketed at an audience, Philip Kotler's definition of marketing bears significance. 'Human activity directed at satisfying needs and wants through exchange processes'. This means the selling of products and services. Marketing consists of four variables:
The most successful websites and digipaks incorporate a house style or theme within the work. For our artist, Rosie May, the incorporation of an urban sense is present through out the website and digipak by the involvement and choices of the images displayed.
The star image our group has attempted to create across the three products is a trendy and edgy style, telling by Rosie's retro fashion and use of urban locations translated through images on the website and digipak and mise-en-scene within the shots of the video.
Our group planned to associate an urban sense with the star image. This has been achieved through symbolic conventions within the video of colourful, psychedelic graffiti artwork on walls, super eight style footage of the market stools and vintage clothing shops within Brighton and general shots of city life in the video. Additionally, in the digipak and website the images used of Rosie standing against a wall on a pavement, supposedly within a city or town, depicts the artist to be surrounded by an urban environment and hints at her urban roots of East London, therefore subliminally revealing personal details about the artist through the artwork.
The product would be released in May 2015 by Universal Records.
The music video advert would be placed on BBC channels, ITV, E4 and Kids channels.
Adverts for the digipak would be in magazines such as Teen Vogue, Top Of The Pops, Glamour, Sugar and Shout publications.
Personally, I would watch the music video first because by doing this it is easier to see and hear the song and the artist at the same time providing the viewer with much more of an immersive experience. Also by listening to and watching this singular music video first, it also the viewer to decide whether they like the artist's style and genre of music leading to the purchase of the album if the viewing of the video is successful.
The music video would be shown on MTV music channel at 3pm - 9pm in order to catch a wide target audience for when children arrive home from school and teenagers and adults are watching TV in the evening.
The CD would most likely be bought online by the target audience due to the fact that the primary target audience are aged 13-24 years old, therefore being a part of the digital age and technical generation, finding it more efficient to download the CD tracks off of ITunes.
- Promotion of single or album release
- Promotion of a tour or live appearance
- Merchandising - posters of an artist or band, sales of T-shirts etc.
When considering how your campaign is marketed at an audience, Philip Kotler's definition of marketing bears significance. 'Human activity directed at satisfying needs and wants through exchange processes'. This means the selling of products and services. Marketing consists of four variables:
- Price - how much the product will cost/ consumers will pay for
- Place - how is the product distributed and marketed to the target audience
- Product - whist is being branded (in this case the 'star image')
- Promotion - how is it advertised, where and publicised
The most successful websites and digipaks incorporate a house style or theme within the work. For our artist, Rosie May, the incorporation of an urban sense is present through out the website and digipak by the involvement and choices of the images displayed.
The star image our group has attempted to create across the three products is a trendy and edgy style, telling by Rosie's retro fashion and use of urban locations translated through images on the website and digipak and mise-en-scene within the shots of the video.
Our group planned to associate an urban sense with the star image. This has been achieved through symbolic conventions within the video of colourful, psychedelic graffiti artwork on walls, super eight style footage of the market stools and vintage clothing shops within Brighton and general shots of city life in the video. Additionally, in the digipak and website the images used of Rosie standing against a wall on a pavement, supposedly within a city or town, depicts the artist to be surrounded by an urban environment and hints at her urban roots of East London, therefore subliminally revealing personal details about the artist through the artwork.
The product would be released in May 2015 by Universal Records.
The music video advert would be placed on BBC channels, ITV, E4 and Kids channels.
Adverts for the digipak would be in magazines such as Teen Vogue, Top Of The Pops, Glamour, Sugar and Shout publications.
Personally, I would watch the music video first because by doing this it is easier to see and hear the song and the artist at the same time providing the viewer with much more of an immersive experience. Also by listening to and watching this singular music video first, it also the viewer to decide whether they like the artist's style and genre of music leading to the purchase of the album if the viewing of the video is successful.
The music video would be shown on MTV music channel at 3pm - 9pm in order to catch a wide target audience for when children arrive home from school and teenagers and adults are watching TV in the evening.
The CD would most likely be bought online by the target audience due to the fact that the primary target audience are aged 13-24 years old, therefore being a part of the digital age and technical generation, finding it more efficient to download the CD tracks off of ITunes.
Evaluation Task 2: The Digipak
The promotion of music is rarely all about the music. The music industry uses visual images as a key part of its marketing strategy.
Keith Negus argues that the 'pop music video is used as a promotional tool'.
The star image is used to brand the product. Branding is then used by the music industry to create a range of products for audiences across a range of genres and musical styles.
CD digipak covers are crucial artwork which markets the image of the artist, before the music is purchased. Music Artist Websites are a common part of any marketing strategy, particularly in the online age.
How important is the image of the artist?
The visual 'star image' according to Dyer, communicates important messages to the audience. Audiences often associate the look of an artist to a style of music, being the genre.
Some audiences idolise bands and singers, and see them as sex symbols, fashion icons and celebrities.
Websites contain information which publicises and promotes the artist image and a range of information to an audience - or its fan base. Often this is organised into what Boyd has termed co-option.
Media marketing of the pop star image have become iconic and famous. Iconic images have helped retain the popularity of existing and legendary artists.
Keith Negus argues that the 'pop music video is used as a promotional tool'.
The star image is used to brand the product. Branding is then used by the music industry to create a range of products for audiences across a range of genres and musical styles.
CD digipak covers are crucial artwork which markets the image of the artist, before the music is purchased. Music Artist Websites are a common part of any marketing strategy, particularly in the online age.
How important is the image of the artist?
The visual 'star image' according to Dyer, communicates important messages to the audience. Audiences often associate the look of an artist to a style of music, being the genre.
Some audiences idolise bands and singers, and see them as sex symbols, fashion icons and celebrities.
Websites contain information which publicises and promotes the artist image and a range of information to an audience - or its fan base. Often this is organised into what Boyd has termed co-option.
Media marketing of the pop star image have become iconic and famous. Iconic images have helped retain the popularity of existing and legendary artists.
Cover Art
Whilst the artist is recording the album preparations are being made for the launch, promotion and circulation of the new tracks. The creation of the CD cover art is an integral part of this process.
Some CD covers feature heavily edited and airbrushed vanity photos of the musicians or recording artists such as the below:
Others are much more creative and work to create a cover image that reflects the mood, attitude or feel of the music it promotes. The most striking deigns are those that capture both a buyer's attention and the essence of the music such as the below:
Dramatic, quirky, unusual and unique artwork can make a big difference when a little known band releases an album. Captivating or iconic cover art can make a band instantly recognizable, which increases sales, which in turn boosts airplay and subsequently demand for the music. Mainstream marketing is rarely this attractive, and the wide variety of beautiful CD cover art makes browsing CDs an enjoyable experience that reaches far beyond the music.
It must be noted that a collection of this nature is never complete, and the value of art is very personal and subjective.
Some CD covers feature heavily edited and airbrushed vanity photos of the musicians or recording artists such as the below:
Others are much more creative and work to create a cover image that reflects the mood, attitude or feel of the music it promotes. The most striking deigns are those that capture both a buyer's attention and the essence of the music such as the below:
Dramatic, quirky, unusual and unique artwork can make a big difference when a little known band releases an album. Captivating or iconic cover art can make a band instantly recognizable, which increases sales, which in turn boosts airplay and subsequently demand for the music. Mainstream marketing is rarely this attractive, and the wide variety of beautiful CD cover art makes browsing CDs an enjoyable experience that reaches far beyond the music.
It must be noted that a collection of this nature is never complete, and the value of art is very personal and subjective.
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