Focus Group (1)

Focus group (1) from yasmin-osman

Transcript of "Focus group (1)"

1. 1. Focus Group (1) Transcript with Yasmin Osman
2. 2. Do you have an interest within the genre of indie music? • “To certain extent. I enjoy certain artists which conform to the genre of indie music, such as 1975 and swim deep.”
3. 3. “Brilliant. The 1975 is the band which I am using. What do you enjoy about the genre?” • “I enjoy how different their music is to mainstream music such as pop and artists which are repetitive and stereotypical such as Taylor Swift. I like the fact that indie music is controversial by using topics not normally used such as drugs. There is so much meaning behind the artists songs, it is so much deeper than chart music. It is also different as it is not something you see or hear consistently, every day.”
4. 4. How do you feel about the song 1975- Settle Down? What do you believe the meaning behind it is? • (Note I played this song before interview so interviewee had an idea) • “From a conventional perspective I believe that it is about a boy, who is clearly on drugs or drunk “Falling all over the place” and he is with a girl, who has no interest in him but he is very much interested within her. He is also in denial believing he has a chance. The idea is also sexual as well, I believe they are having sex “speaking in bodies” but the girl would rather talk about herself and not be with him. They may be doing something wrong as it keeps repeating “settle down.. I cant be found with you.”
5. 5. My idea for my music video is coming from a controversial perspective, as I want to use the idea of homosexuality and how it is not agreed within modern society. My idea is to use two girls who are friends and they end up realising they like each other more than friends. However throughout the music video it is emphasised how it is not accepted through other characters actions and through the lyrics, such as “cant be found with you” and emphasises the girls love for the other by pointing out things about her “hair over her face.” Do you think this is a successful idea? What would you change? • “No, I would not change anything. I think that is a really successful idea. I like how it is so different, which conforms to the genre and makes it more interesting. I haven't seen this before in a music video, that makes it even better and more unique. It really relates to the lyrics when you actually think about it deeper, like how you’ve pointed out. I like how its an actual story, it will make it more interesting to watch.”1

Questionnaire Analysis

Concluding my results from my questionnaires; I found that there was no clear distinction of male/female as I asked equally. Also, to prove my research of how there is equality within the gender which conforms to an Indie genre, there was no distinction also of difference between male and female which enjoy Indie music.

The people I asked, whom I received a response from were aged between 15-19 years of age. This supports my research, which states the audience of Indie genre aged between 16-24 years of age.
The majority of people asked had an interest within listening to an indie genre of music, which was helpful research as this is the genre I am focusing on.

The people who I asked, all answered to watching music videos. This was helpful because this denotes them having an idea of the elements of music videos and what makes them successful. All of them watched music videos either on YouTube or music channels, but the vast majority of them watched the videos on YouTube. YouTube is extremely helpful and necessary for Independent media products, as studios have to advertise their media products on YouTube, as unlike larger, more popular studios they have larger sums of money for advertisement , making them more popular. Where as independent use YouTube for media as this is where there audience focuses on finding music and films etc. Also, where Indie genre of music does not conform to mainstream society, the music videos do not get show on music channels, as they mostly use genre of pop and R&B. Therefore have to gain popularity from YouTube and word of mouth on social media.

Most of the answers said they would be interested in watching indie music video; the answers varied from because it would be interesting, different, controversial, telling a story and to see the meaning behind the lyrics. As a whole most people expected to find drug use, alcohol use, sex, crime or controversial subjects such a homosexuality in an Indie pop music video. This gave me insight to the conventional ideas expected and gave me motivation and inspiration of ideas to include in my music video. The expected mise en scene of characters expected by the audience is to find the characters wearing skinny clothing, unusual and unique sense of fashion, black clothing and long hair (scruffy).

Questionnaire Answers

Questionnaire

This is a copy of the questionnaire in which I planning to give out to various people, therefore I can gain generalisable answers. This questionnaire will be given out to people aged between 15-24 years old, as I found from my research this is the target audience of indie pop/rock genre. This research will be beneficial when making my music video as I will have a distinct idea in what the audience expect and enjoy from an Indie pop music video, therefore can include their expectations to make the music video more successful.

Music Videos

Purpose

The purpose of music videos are for the artist to sell their music or even themselves. They can advertise their music easier when there is a video accompanied to it, as then it can be shown on music channels and also having a music video makes the audience more interested. Music videos can also sell the artist as it shows their insight to their lyrics and they are also advertised themselves in their music videos. The purpose for the companies is to make the artist,which is signed to their label, more sellable and popular and make profit out of their music/video. 

Audiences

Due to web 2.0 and media convergence, Audiences can easily access music videos from their phones, laptop, computer or tv. Most popular websites to view music videos are youtube, vevo or the artist's fan page. Channels such as MTV, 4Music and VIVA, advertise chart music at certain times.

Famous Directors

David Fincher is famous for directing The Rolling Stones music video Love is Strong and Michael Jacksons 'Who is it?' These videos were successful and popular due to the large budget which could be put into it. The larger the directors the larger the artist and song is used. Dependent on how well constructed the music video is determines how popular the video becomes. The audience will enjoy the music video more if it is better choreographed. However, it is also dependent on how popular the song is itself as if it a bad song and not enjoyed by the public, then less people will want to watch it and reversed if the song is enjoyable. 

Music Video Process

Making a music video
The first step to making a music video is gaining insight and sense of a budget. Not all music videos have to be expensive, some require little money but are still successful. The average music video costs around $20,000 to $50,000. Although some modest budgets only require $5,000 and the video can still be successful. Included in the more expensive price is:

• Several days of production
• Medium-sized crew
• Filmed on RED, Alexa, or other higher-end digital cinema camera packages
• Experienced, professional actors can be involved
• Full production insurance is required in most cities
• City permits are required in most cities
• Visual effects can be a major element of the video

 Where as the less expensive budget includes: 

• Several days of shooting
• Small crew (four or five people)
• Filmed on higher-end video, DSLR or mirrorless cameras
• Costumes are an option
• Several paid actors can be involved
• Minor visual effects are possible
• City permits may be required for outdoor shoots on public streets. 

A crucial step of making a music video is keeping a notebook or diary, so therefore you can take down notes, plan ideas and have a schedule during the filming process.

When making a music video, you have to listen to the song and gain insight to the way you feel about the song, lyrics, music and also how you want the audience to feel when listening to the song and viewing the music video. Also from your listening experience, you can gain inspiration of how you want the video to appeal and the narrative of the video can stem from the idea of the lyrics. You also need to talk to the artist and band and take their ideas on board with what they want the video to do.

Scouting locations is important when filming a music video as before you start filming, you will need to establish the exact place you want to shoot.  Sometimes a video concept can necessitate travelling to a remote location. If there is a specific location in mind, you will need to talk to owners about filming and you will need to ensure it is easy to shoot there.

Creating a storyboard can be one of the most effective planning idea as it is direct and is clear on what exactly you want to shoot and at what point within the song. This gives a distinct idea when shooting as you can shoot at every point and there will be less editing need doing. The scenes can match your vision and also planning a storyboard you can see if your ideas work or not. 

When professionally making a music video, you hire a crew which helps you film, direct, do make up and costumes and so on. This makes a more successful music video as it is more planned and professional if you hire professionals which excel in them areas.  There are people to work on props, lighting, sound and videographer. You can hire actions and recruit the best acting talent, however it is usually the artists who star in their own music videos. It is all dependent on what type of music video it is, for example if the music video is narrative or disjuncture, the artists from an indie genre do not usually star in the music video e.g. Arctic Monkeys// Leave Before The Lights Come On.

Making the film itself you have to make ensure everything is set; the lighting, the stage, etc everything needs to be in order to be able to shoot. Cueing the music is a good idea especially if the artist is going to lipsync the words. as it will be easier when editing as it will be more in time to the music. When filming use various shoots, at different angles also as when editing you can pick the most successful film.

Post Production

Transfer the video to a computer that has editing software. Use the best material when editing and then lay the track over the footage.

Target Audience

Indie pop is a genre of Alternative rock, which originated from the 1980's UK indie rock music genre. Indie rock is more harsher and has an edgier sound to the music, however, Indie pop contrasts this by being more melodic and smoother. Furthermore the genre takes inspiration from the 1960's girl group music and power pop. Therefore this gives the indie pop genre more retro elements and makes use of the instruments.

From the research I found there is equality between the female and male listeners of the indie genre of music, there is no clear distinction between the two genders and both listen to the genre of music and view the music videos. However, due to the male gaze most music videos are more appealing to men as videos use the conventions to make them successful from a male perspective.  For example NME found that 64% of their readers are male.

From the evidence I found from NME, which is the most popular indie rock music magazine, the audience of this genre is aged between 16 to 24 years of age. The majority of the audience are students and have an interest in studying, either at university or sixth form, art, humanities or design. It is more than likely that the audience of Indie genre earn a basic wage which is valued between £21,000 to £25,000.

Most of the audience access the music from attending gigs or from youtube, which plays a major role in Independent studios and music as this is how artists and bands get their music across as it is not shown on the charts as it is not mainstream. Most of the audience also get their clothing from shops and brands such as charity shops, Rokit, markets, H&M, Urban Outfitters or Topshop.
The majority of the audience conform to the stereotypical idea of the genre, as they follow the style of the artists by wearing converse, doctor martens, skinny jeans, black clothing and band t-shirts. The audience usually participate in playing instruments such as guitar, drum or bass.

The uses and gratifications of my music video will allow my target audience will receive a sense of belonging and become part of the indie genre. They will share on social media and obtain the ability to be able to talk to their peers about their interests,genre and media products. This allow a word of mouth from my target audience.

People whom conform to the indie genre are typically students or in low paid jobs. This would determine them to the social grade E, as they will be low paid, minimum wage or receiving money from their institution they are studying at. The other half of the target grade will be in grade C1, in such as managerial, clerical or professional career.

Lyrics Analysis

In the beginning of the song there is an introduction just musical instruments and no lyrics, in this time of jus instrumental I plan to do various shots of the two girls together, enjoying the time spent, riding bikes, at the beach, etc. However, at this point and throughout the video there is a focus on the girl and how she looks at the other girl, emphasising the longing for her and how much she fancies her in a sexual sense.

The beginning of the song includes the lyrics;
A soft sound
To the way that she wears her hair down
Covering up her face.
These lyrics show how the person singing, or the person most focused on, is adoring the other in a sexual sense as they like the way their hair falls. This denotes the love between the two, as the first line clearly observes how the person fancies the little things about the other person. In this first scene, I plan for the girl who is less focused on is dancing in the sun, and the other is gazing at her, there is sunlight shining of her to make her more beautiful and connotes a positive sense of the situation. There will be a low angle shot of the girl dancing to include the sunshine. Also, various point of view shows of the girl gazing at the other.

And oh what a let down,
And I don't seem to be having any effect now
Falling all over the place.
To me this scene is about drugs, from an alternative viewpoint this has a focus on drugs or alcohol misuse as the person is believes there are not having an effect but yet they are falling everywhere, therefore clearly in denial. I believe this about drugs, as most indie music or videos include the use of drugs as it conforms to the conventions of the genre. Within this scene I plan to have the girls, less innocent as they are sharing drugs or alcohol, perhaps a cigarette, then dancing together, "falling everywhere."

But you're losing your words
We're speaking in bodies
Avoiding me and talking 'bout you.
These lyrics I believe focus on them being together in a sexual sense, or performing sexual acts, as the lyrics include "speaking in bodies" which is used in relation to having sex. The idea of avoiding me and talking about you, conveys the idea of how the only interest the girl has is herself, but the artist wants the girl to have an interest in them as well, but the girl does not have any interest. This scene in my music video, I plan to have the girls get ready together and they look at each other finding themselves fancying each other. Another idea is them showering together, innocently as friends, but yet the mum disagrees with the idea as there is a possibility they could be lesbians and the mum is a metaphor for society and how that is not accepted.


But you're losing your turn
I guess I'll never learn
'Cause I stay another hour or two.
This lyric to me is about how the artist will never learn that there is no interest from the girl but yet they still continue to pursue something that does not exist. This scene to me is about how the girls still want to be together as the lyric includes how artist will never learn or perhaps how society will never learn it should be accepted.


For crying out loud, settle down!
You know I can't be found with you
This lyric relates to the idea that the two can not be found together, perhaps because it is not accepted or the disagreement to the idea to a gay relationship.

We get back to my house
Your hands, my mouth
Now I just stop myself around you.
These lyrics once again relate to the idea that there is a sexual relationship going on, your hands, my mouth connote them being all over each other. I plan to put these lyrics into a story as the girls are finally going to be sexual towards each other, but yet they stop themselves, perhaps from the idea that they believe its wrong as this is the belief that is emphasised throughout society. In this scene the girls are almost about to kiss but stop themselves.

A small town
Dictating all the people we get around
What a familiar face.
This lyric denotes the idea that the small town they are living in are judgemental and not accepting, as it is shown in the lyrics how they dictate everyone. The idea of the small town is emphasised through there's always familiar faces, no one ever new as no one ever leaves.

Initial Selection Ideas

My first idea I came up with was a very stereotypical idea in relation to the lyrics, which also conformed to mainstream music videos as it followed conventions, such as the 'Male Gaze' as the storyline of the idea included a hextrosexual relationship and the use of drugs and alcohol. The first idea of a storyline was going to be a 'rocky relationship' between the artist and a girl, both are drunk and struggling to focus. The girl is leading the boy on in a sexual sense but yet the boy genuinely wants to be with the girl. The storyline was going to take place on a beach and within a house setting.

However, from a controversial perspective, which is mainly upheld by Indie Artists as they have controversial ideas and beliefs within their music and videos, I decided on the idea of a homosexual relationship which blossoms throughout the film. The story of the song is going to start with different shots of two girls enjoying the time spent together as friends, then throughout the music video they are discovering they are different from stereotypes, as they finally realise they like each other in a sexual sense, more than friends. Although, throughout the music video there is disagreement to the idea of a homosexual relationship, the disagreement stems from society and the parents of the girls. The setting of the video is still planned to be set in home setting and a beach scene. The idea of innocence is emphasised throughout the video and the message conveyed should be that 'gay' is not wrong. This is a very controversial topic, which is also spoken about by public figures which conform to an Indie genre, as they hold alternative views from mainstream society.

Star Theory

Star theory is the idea that certain artists, individuals or bands conform to the certain stereotypical ideas audiences uphold about them. Star theory is the way in which the celebrity is advertised to the public, for example famous artists such as JayZ and Kanye West wear brands such as Nike, Adidas, Balmain and also advertise brands in their songs. This is because of the ideology of fans that if the individuals follow these artists and conform to their stereotypes by wearing the same clothing etc, that they will one day become them or they will uphold a reputation amongst peers that they are 'cool' or like Kanye West or Jay Z.

In relation to the genre I am focusing on within my media product, the artists and bands conform to their own stereotypes which are contrary to artists such as Kanye West. The main stereotypical idea which relates to an Indie/ Alternative genre is outfit of skinny jeans, black clothing and t-shirts. Bands such as Arctic Monkeys advertise their own subculture, which in effort tries to emphasise how different and 'alternative' the band are to mainstream music and mainstream image. Arctic Monkeys and other bands advertise the subculture of 'cool' and how much they do not care about image, as they are effortlessly cool and this encourages people to follow this subculture, for the belief that one day if they dress a certain way, act a certain way, they will become Alex Turner or become as cool as him.

Institutions

The institutions of which the genre I am using within my music video, Indie pop/rock, is Dirty Hit, Polydor UK, Vagrant, Interscope, Domino, Island Records and 14th floor records.

Dirty Hit is a British record label which formed in 2009. The label was set up by James Oborne, Brian Smith and Ugo Ehiogu. Dirty Hit is distributed by Universal Music Group.
The record label is currently signed to Little Comets, Benjamin Francis Leftwich, Wolf Alice and The 1975. The 1975 were the first act signed to the label to achieve mainstream success.
Universal Music Group is the largest corporation in the world which is American based.

Polydor Records is a British record label that operates as part of Universal Music Group. It has a close relationship with Interscope, as it distributes Polydor's releases in the United States. It has signed artists such as Cheryl Cole, Take That, Years & Years, The 1975 and Ellie Goulding.

Interscope records is an American record label that is owned by Universal Music Group. The record label was founded in 1989 by Jimmy Lovine and Ted field as hip hop label. The labels most recognised artists include Dr.Dre, Eminem, Fergie, Maroon 5 and Kendrick Lamar.

Domino Recording Company, is an independent record label based in London. There is also a wing based in Brooklyn, Ny that handles releases in the United States, as well as German and French division.

Island records is a major British record label, that operates as a division of Universal Music Group. It was founded by Chris Blackwell, Graeme Goodall and Leslie Kong is Jamaica and has been based in United Kingdom since 1962. The label was signed artists such as Nick Jonas, Catfish and The Bottlemen, The Vamps and Hozier.

History of Music Video

A music video is a short film or video that accompanies a piece of music, most commonly a song. Modern music videos are primarily made for the purpose of marketing the song to the audience and promote the sale of music recordings. Music videos are often called promotion videos. Music videos use a wide range of styles of contemporary video making techniques, including animation, live action filming, documentaries and non narrative approaches such as abstract film. Some videos blend different styles, for example animation, music and live action. Many videos interpret the song's lyrics to make a film for the music video. Whereas may be concept based or live performance.

Early Music Clips
Bessie Smith- ST.Louis Blues
This is one of the earliest examples of music videos that we are familiar with today. It was created in 1929 and shown in theatres in 1932.

Tony Bennett, 1st June 1956, claims to have created "the first music video" when he was filmed walking along the Serpentine in Hyde Park, London in 1956, with the resulting music video being set to his recording of the song "Stranger in Paradise." The clip was sent to UK and US television stations and aired on shows including Dick Clark's American Bandstand.

In 1957, the second music video of the story is set in United States, starring Elvis Presley within Jailhouse Rock, the famous theme of prison rock. The images were in black and white.

Intertextuality

Intertextuality is based on the relationship between two texts. By definition intertextuality is the shaping of texts meanings by other texts. The idea was introduced by Julia Kristeva, she argued against the concept of a text as an isolated entity, which operates in a self contained manner.

Intertextuality is where a text alludes to or in which references towards another text. Every text is a mosaic reference to other texts, genres or discourses. Some texts refer directly to each other, for example the cartoon Family Guy or The Simpsons use extra diegetic references to media and society. The interpretation of these references is influenced by the audience's prior knowledge.


Intertextuality within music videos
John Stuarts uses the description of music videos as the essential essence of intertextuality is "incorporating, raiding and reconstructing." Using something familiar to the audience can be polysemic, as this can possibly generate nostalgic associations and new meanings.


The genre I am particularly focusing on is indie pop or indie rock. I have studied and viewed certain music videos relating to this specific genre. One in which I am heavily inspired by is Robbers by The 1975, as I believe this is where the majority of my inspiration for creating my own music video has stemmed from. The video itself uses intertextuality, as the song and the video is heavily inspired by True Romance starring Christian Slater and Patricia Arquette.

Other music videos which involve intertextuality include; Gentlemen Prefer Blondes along with Madonna's Material Girl.

In 1986, Barthes announced the death of the author and the birth of the reader. This declared that a texts unity lies not in its origin but within its destination. To conclude there is basically no such idea as an original text, as ideas stem from one another.

Types of Music Video

A narrative based music video conventionally tells a story within a music video, in which usually relates to the lyrics or meaning to the song. This technique is used to engage with the audience. Narrative based music videos applies to Aristotle's theory of how a story should have a beginning, middle and end.
 In contrast other videos which are used are performance; this entails clips or the artist or band performing, whether it be singing, dancing or playing on instruments. A strong example of a performance based music video is Michael Jacksons music video of Rock with you. The artist or band can either be performing to a camera or an audience, this is popular within the genre of Rock music videos.
Concept based music videos tend to have no storyline, this is also known as a disjuncture video, the videos are usually random and no way in which relate to the lyrics or meaning of the song. The video is obscure and unusual, this content creates an attraction to the audience as it draws them in.