Our target audience we decided on would be teenagers/young adults. To be more specific people from the ages 15-20 years old. Although the demographic of Spitfire is probably a wider range our music video features younger people and address younger themes. With extensive research of conducting numerous questionnaires we found out that our typical listener would be a 17 year old caucasian male from the area of Essex. The relevance of a caucasian being the target for the video is that The prodigy are not a sterotypical band of any other culture than white. Black people are not the typical demographic of alternative punk rock and we had to create our video on the basis of stereotypes.
He loves alternative, punk and electronic rock. His style is typical of an indie punk rocker and some of his attire would be found in such magazines as NME which is why we chose NME as our magazine.
To appeal to our target audience our artists wore the attire of stereotypical Rock music featured artist. I wore a studded belt, black boots and black and white neck lass.
The social groups we wanted to represent in the video were definitely the younger rebellious teenage audience. This is evidenced later in the video with our actor Luke running rampant through Debden Broadway. We wanted to display this act of anarchy to reflect the lyrical reference to WWII and the anarchy that unfolded in that era. Also inspiration for this was taking from The Wild Ones starring Marlon Brando which was about Brando and his crew antagonizing and intimidating people around town.
Sigur Ros are an alternative rock band in the same vein as The prodigy. When looking for inspirations for videos we extensively looked at the group aforementioned as they were also signed to the XL recordings as are The Prodigy. Fans of Sigur Ros are most likely going to be fans of The Prodigy and certain elements in their video were recreated in our music video. The gas masks and high verisimilitude accentuate the fanatical theme. As in our video the gas masks,topless guitar player and young girl running through forest also showcase a theme of fantasy.
In the early stages of the course, we researched numerous music videos such as Jay Z's 99 Problems. 99 problems was very much lauded for it's frantic and quick shot-changing. There was literally a different shot every two seconds. This was due to the director Mark Romanek and his experience of directing Rock music videos. Usually the shots reflect the style of music and rock music is usually vibrant and frantic, this is evident in the Jay Z video despite it being a Rap video.
Taking this into consideration we applied the same direction to our video and how it reflects the genre. The genre of Punk Rock has generally quick edited music videos. We decided to mirror those conventions by having no more than 1 shot every 5 or 6 seconds.
Some of the feedback we received for the music video were very constructive.
"Very strong use of effects, but not OTT"
"Could imagine it on MTV"
"Really Proffesional Looking"
That was one of the main aspects we wanted to cover when making the video-How professional it looked. When looking at music videos that other sixth-formers of the past had made we thought that many had gone overboard with the effects and overall look. When you contrast this with MTV-type music videos, the effects look effortless and well done. I think we achieved this look.
The digipack took strenuous hours of trial and error on Photoshop.
The feedback was similar
"great use of photoshop"
"unbelievable photo quality"
"looks so real"
"Font is prominent and proffesional"
Again we wanted the digipak to look as professional as possible. The use of colours which were prominently red,green and white. The prodigy used these colours frequently on their album covers and we thought it would be appropriate as it not only connotes power and action but they are typically "war-themed" colours also.
The feedback we received after showing our poster was also very positive
"great use of photsohop"
'amazing pictures and quality'
'could easily imagine it in a magazine like NME'
"I like how the effects are subtle and don't look too much'
Again we wanted the poster to look as proffesional as possible rather than just crazily edited. Looking at a number of music video posters for research told us that simplicity is much more effective
The unique selling point of our video was probably Chloerayne herself. As with Paramore Haley Williams has created her own cult fan worship despite being in a band of four others. This is also why I think the video would be a widely released video in terms of the The Prodigy album. This would be the main video on the album they'd promote because of bizarre theme and the attractive lead singer.
What we felt went amazingly well was the album cover and poster. The photos we took and effect we used really made them both look professional. What I think we could have improved on was our research into the demographics and target audiences. I felt we could have better represented social groups and portrayed them in the music video more than we did.
CLICK HERE TO VIEW MY EVALUATION ON WIX
http://www.wix.com/avantgardemediaprodu/avant-garde#!evaluation-q3
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