Planning
From the planning process we found that our target audience is from the age 16 to 22, we chose this because the artist that we have chosen is more appealing to those of this age as the research that we carried out a the beginning of this process showed that those in this age range preferred artists of Kehlani's age. As this target is very broad it allows for us to have a larger audience because if we chose a smaller gap for example 16-18 this doesn't allow for the artist to be as successful as she could be with this wider audience. When making my target audience mood board I included images of many alternative and edgy young girls because this is what the artist herself is like, she is young and he style is very unique and trending so we wanted her audience to be the same as her so that there will be this natural connection with them, her and the music.
Throughout planning we decided to research the style that Kehlani has, we looked on her social media sites like Instagram so that we can see pictures of what she looks like most of the time, this then allowed us to gain a better understanding of the RnB style that we are going to show to our audience. As the research showed that Kehlani is very trendy and current with her style, it told us that her fans will also be the same. This then gave us a better understanding and narrowed down our target audience to unique and stylish 16-22 years olds. Having this target audience narrowed down into a smaller group still allows for our artist to be successful on a large scale but it makes it a more direct approach because the audience can be connecting with our artist on a physical point as well as with the music.
Whilst planning the target audience also effected the costumes that we put Mikah in because we wanted the style to be one that they liked so from the research that we carried out at the beginning, we could apply the casual style to Mikah. This meant that our video is likely to be received a lot better than if we went for a completely different style to what our target audience wants.
By having a clear type of target audience this influenced many of our decisions even little details like the colour scheme because we know that the audience are females, but they are the stereotypical women, they are very alternative so if we chose to have the main themes of our products to be pink and feminine colours like this then they wouldn't be very effective, which is why we chose to have deeper and darker colours like the purple and blue colours we used for our ancillary texts.
When we were making the target audience mood boards, we all made them separately which meant that we all had different ideas, but when we came together to show the boards they were all very similar. This meant that we all had a clear idea of who were to be our target audience from the very start. This is good because it meant that we could move on to different tasks faster as we were all aware of the plan.
Filming and Editing
When we were filming the video we changed some of the planned scenes because they didn't look right at the time. One scene that we changed was the scene we initially wanted to have on the estate stairs at Melville Court, we were originally going to have 3 different shots of Mikah's face, but this didn't give the connection to the audience that we wanted to create, so whilst editing we decided to input a different clip that fitted the audience better. We also changed the out outfits that we were going to have Mikah wear, at first we wanted to have her as this seductive female, but then as we realised that the theme we wanted was very different to that, we wanted a strong female instead of the RnB convention of sexualising the females. This was influenced by the target audience because we overlooked our previous research and realised that these females are alternative and have a different style to the typical female so we wanted that theme to run through so it related to them as well. This meant that when filming we actually had her change her outfit so that her outfit fitted the theme.
Whilst editing we made sure that we used a lot of shots that had Mikah looking directly at the camera, this was because we wanted that relationship to be made with our audience and the best way for us to do that is when certain lyrics fitted the audience, we will have Mikah looking at the camera. Another aspect of editing that was effected was the number of shots we had with Chrissy dancing. This was effected because initially we only wanted to have a few clips with her dancing, but as we were creating the video in the editing phase, we realised that we should add more clips with Chrissy in them because it adds to the urban and edgy feeling because of how dark the scenes were and how different the setting looked with the lights from the projector, it could have relevance to how different our target audience is. We also thought that these scenes were very eye catching and made us a lot more interested when we were watching the video through on repeat as we were editing.
We also targeted our audience by filming in attractive places like Leake Street, this was the most artistic place in which we filmed in and also the best place for our audience because it showed the themes that they like, we could dress Mikah in the casual clothes that they wanted ad have her in an attractive setting with art and colour in the background.
Feedback
For most of our feedback we created a questionnaire on SurveyMonkey, this allowed us to get physical evidence of the responses from our target audience that we need to see if they enjoyed the elements of the video in which we incorporated.
The first question is Do you think the slow motion shots worked well ? and the results are shown below
This table and graph show that overall the slow motion effects were successful because 90% agreed that they worked well. This is good because it shows that the video has been successful with our audience because 10% not agreeing is a very small amount. We used a lot of slow motion shots when we were finding fillers because we felt that it added a special feature to a basic clip which, from the result, shows that it worked. The slow motion shots were also used to emphasise a certain feature in the scene for example we used this effect when we were using the clip of Mikah in the car at the roundabout because it made the lights of the car coming round the bend stand out a lot better.
The second question was do you like that we had a performance in our video?
We chose to have this question because the performance was one of the main features of the video so we needed to know if it was a good choice to have a lot of shots in the music video with the dancing. The results show that this was the right choice because 100% of respondents enjoyed the performance in the video. This is good because the reason we added so much of the performance was to reach out to our audience, so to see that this was worth adding extra it means that we were targeting out audience very successfully.
The third question was Did our product conform or subvert to the typical conventions of an RnB music video? The results are shown below in a graph format with comments from respondents also.
The graph shows that most of the respondents think that we both conformed and subverted the typical conventions of the RnB genre. This is the result we want because it shows that the audience have understood the video and what we have tried to do. We initially wanted to conform to the conventions but as we figure out our target audience we realised that we also want to subvert them because we have an alternative audience. This means that our video has been very successful because the message we wanted to put across has been shown and received successfully from our audience. The comments that were made shows that having both conforming and subverting the RnB conventions was a good decision to make because they actually liked it. One comment stated that it did this "In a good way" which shows clearly that they think the decision was effective. Other comments suggested that they saw elements of pop music in the video which wasn't the image we were aiming for but they haven't said that this made the video look bad in any way, so its still a positive. Another comment that showed our video worked well is the one about giving Mikah characteristics of a man with the bat, this is a positive comment for us because we didn't want her to be this feminine character and w wanted the power within masculinity to shine through with the bat, which the audience could see.
The next question was Do you think we addressed our target audience well (16-22)?
This question was very simple and the results show the answer we wanted, they show that 100% of the respondents agree that this video does fit this audience. This is good because the main aim is to make sure that the video suits and fits our target audience, so by doing that through this questionnaire, shows us that we have been very successful in the process of making our video because it has achieved the goal we wanted. It also means that we do not need to change anything in our video to make sure the audience are targeted because we have already made sure it fits them. We used this question within our questionnaire because we think that it was the most important one because if an artst does not reach their target audience then they would need to change their product or their audience, but as we have been very successful with doing this, we don't need to make any changes.
The next question was Do you think our video was successful or unsuccessful?
This question was also a very important one, it shows that the majority of our respondents feel that our video was successful. This is very good because it shows that most people liked the video and only a small amount didn't enjoy it which isn't as big of an issue because these people not like the video due to factors that we cant control such as their genre reference or their style of music, because not everyone we asked the questions to like the song or this genre. So this 10% doesn't really effect the successfulness because they are a small minority.
This question also included written responses that are shown below
These results show that the main drawbacks of our video are the lip syncing and clothing choices. As we were editing we did notice that the lip syncing was definitely our weakest point so to have the feedback discuss this issue it is not a shock to us and if we were to do it again we would make sure that Mikah pronounced the words slightly more to make it look more realistic especially on the longer notes. The comments also suggest that we should have kept to the colours we intended to, which was the grey and black theme and not have the brown jumper. They may be against the jumper because it isn't very edgy and we also regret having her wear this jumper because we don't feel as if it fitted the urban theme because its quite formal and normal so our artist didn't stand out as much as she should've. Another comment suggested that we should have edited the lighting a lot more with the graffiti scenes because we could've made it brighter and more vibrant. However during the editing process we did attempt to do it but with the technology that we had it made the shots look very amateur like and unprofessional so we decided not to adjust the lighting because it looked more professional without its adjustments..
Throughout planning we decided to research the style that Kehlani has, we looked on her social media sites like Instagram so that we can see pictures of what she looks like most of the time, this then allowed us to gain a better understanding of the RnB style that we are going to show to our audience. As the research showed that Kehlani is very trendy and current with her style, it told us that her fans will also be the same. This then gave us a better understanding and narrowed down our target audience to unique and stylish 16-22 years olds. Having this target audience narrowed down into a smaller group still allows for our artist to be successful on a large scale but it makes it a more direct approach because the audience can be connecting with our artist on a physical point as well as with the music.
Whilst planning the target audience also effected the costumes that we put Mikah in because we wanted the style to be one that they liked so from the research that we carried out at the beginning, we could apply the casual style to Mikah. This meant that our video is likely to be received a lot better than if we went for a completely different style to what our target audience wants.
By having a clear type of target audience this influenced many of our decisions even little details like the colour scheme because we know that the audience are females, but they are the stereotypical women, they are very alternative so if we chose to have the main themes of our products to be pink and feminine colours like this then they wouldn't be very effective, which is why we chose to have deeper and darker colours like the purple and blue colours we used for our ancillary texts.
When we were making the target audience mood boards, we all made them separately which meant that we all had different ideas, but when we came together to show the boards they were all very similar. This meant that we all had a clear idea of who were to be our target audience from the very start. This is good because it meant that we could move on to different tasks faster as we were all aware of the plan.
Filming and Editing
When we were filming the video we changed some of the planned scenes because they didn't look right at the time. One scene that we changed was the scene we initially wanted to have on the estate stairs at Melville Court, we were originally going to have 3 different shots of Mikah's face, but this didn't give the connection to the audience that we wanted to create, so whilst editing we decided to input a different clip that fitted the audience better. We also changed the out outfits that we were going to have Mikah wear, at first we wanted to have her as this seductive female, but then as we realised that the theme we wanted was very different to that, we wanted a strong female instead of the RnB convention of sexualising the females. This was influenced by the target audience because we overlooked our previous research and realised that these females are alternative and have a different style to the typical female so we wanted that theme to run through so it related to them as well. This meant that when filming we actually had her change her outfit so that her outfit fitted the theme.
Whilst editing we made sure that we used a lot of shots that had Mikah looking directly at the camera, this was because we wanted that relationship to be made with our audience and the best way for us to do that is when certain lyrics fitted the audience, we will have Mikah looking at the camera. Another aspect of editing that was effected was the number of shots we had with Chrissy dancing. This was effected because initially we only wanted to have a few clips with her dancing, but as we were creating the video in the editing phase, we realised that we should add more clips with Chrissy in them because it adds to the urban and edgy feeling because of how dark the scenes were and how different the setting looked with the lights from the projector, it could have relevance to how different our target audience is. We also thought that these scenes were very eye catching and made us a lot more interested when we were watching the video through on repeat as we were editing.
We also targeted our audience by filming in attractive places like Leake Street, this was the most artistic place in which we filmed in and also the best place for our audience because it showed the themes that they like, we could dress Mikah in the casual clothes that they wanted ad have her in an attractive setting with art and colour in the background.
Feedback
For most of our feedback we created a questionnaire on SurveyMonkey, this allowed us to get physical evidence of the responses from our target audience that we need to see if they enjoyed the elements of the video in which we incorporated.
The first question is Do you think the slow motion shots worked well ? and the results are shown below
This table and graph show that overall the slow motion effects were successful because 90% agreed that they worked well. This is good because it shows that the video has been successful with our audience because 10% not agreeing is a very small amount. We used a lot of slow motion shots when we were finding fillers because we felt that it added a special feature to a basic clip which, from the result, shows that it worked. The slow motion shots were also used to emphasise a certain feature in the scene for example we used this effect when we were using the clip of Mikah in the car at the roundabout because it made the lights of the car coming round the bend stand out a lot better.
The second question was do you like that we had a performance in our video?
We chose to have this question because the performance was one of the main features of the video so we needed to know if it was a good choice to have a lot of shots in the music video with the dancing. The results show that this was the right choice because 100% of respondents enjoyed the performance in the video. This is good because the reason we added so much of the performance was to reach out to our audience, so to see that this was worth adding extra it means that we were targeting out audience very successfully.
The third question was Did our product conform or subvert to the typical conventions of an RnB music video? The results are shown below in a graph format with comments from respondents also.
The graph shows that most of the respondents think that we both conformed and subverted the typical conventions of the RnB genre. This is the result we want because it shows that the audience have understood the video and what we have tried to do. We initially wanted to conform to the conventions but as we figure out our target audience we realised that we also want to subvert them because we have an alternative audience. This means that our video has been very successful because the message we wanted to put across has been shown and received successfully from our audience. The comments that were made shows that having both conforming and subverting the RnB conventions was a good decision to make because they actually liked it. One comment stated that it did this "In a good way" which shows clearly that they think the decision was effective. Other comments suggested that they saw elements of pop music in the video which wasn't the image we were aiming for but they haven't said that this made the video look bad in any way, so its still a positive. Another comment that showed our video worked well is the one about giving Mikah characteristics of a man with the bat, this is a positive comment for us because we didn't want her to be this feminine character and w wanted the power within masculinity to shine through with the bat, which the audience could see.
The next question was Do you think we addressed our target audience well (16-22)?
This question was very simple and the results show the answer we wanted, they show that 100% of the respondents agree that this video does fit this audience. This is good because the main aim is to make sure that the video suits and fits our target audience, so by doing that through this questionnaire, shows us that we have been very successful in the process of making our video because it has achieved the goal we wanted. It also means that we do not need to change anything in our video to make sure the audience are targeted because we have already made sure it fits them. We used this question within our questionnaire because we think that it was the most important one because if an artst does not reach their target audience then they would need to change their product or their audience, but as we have been very successful with doing this, we don't need to make any changes.
The next question was Do you think our video was successful or unsuccessful?
This question was also a very important one, it shows that the majority of our respondents feel that our video was successful. This is very good because it shows that most people liked the video and only a small amount didn't enjoy it which isn't as big of an issue because these people not like the video due to factors that we cant control such as their genre reference or their style of music, because not everyone we asked the questions to like the song or this genre. So this 10% doesn't really effect the successfulness because they are a small minority.
This question also included written responses that are shown below
These results show that the main drawbacks of our video are the lip syncing and clothing choices. As we were editing we did notice that the lip syncing was definitely our weakest point so to have the feedback discuss this issue it is not a shock to us and if we were to do it again we would make sure that Mikah pronounced the words slightly more to make it look more realistic especially on the longer notes. The comments also suggest that we should have kept to the colours we intended to, which was the grey and black theme and not have the brown jumper. They may be against the jumper because it isn't very edgy and we also regret having her wear this jumper because we don't feel as if it fitted the urban theme because its quite formal and normal so our artist didn't stand out as much as she should've. Another comment suggested that we should have edited the lighting a lot more with the graffiti scenes because we could've made it brighter and more vibrant. However during the editing process we did attempt to do it but with the technology that we had it made the shots look very amateur like and unprofessional so we decided not to adjust the lighting because it looked more professional without its adjustments..
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