Audience Research

We also played back our song to another group which included four 17-18year olds as this age group is our target audience. We asked them what they would expect to see in the music video. From this research we found that a typical expected setting would be the urban streets to show where the artist is from and his neighbourhood, also thats where typically young people are seen these day Another expected setting was a club, this was expected as most hip hop videos are shot in clubs as they display hip hop conventions such as dancing, music, alcohol and women being seen as objects. Usmaan from the video mentioned that most people go to clubs to have fun and enjoy themselves and meet a lot of new people there. We as a group decided that we would consider using a club for the setting as it is highly associated and representitive of hip hop, it would also be a good setting for a love story to develop between the main artist and female character. However we found there will be problems trying to use a club for the setting as its very dark in clubs therefore as an outcome our lighting will be poor. Moreover it may be too crowded and busy to shoot the video as there may be many distractions or there may be certain restrictions from shooting in the club.
Similarily for the narrative they suggested a love story developing as using the club as a setting. For the clothing Ziggi from the video said he would expect to see the artist in jeans, baggy jumper and a hoody which is the typical gangster look, most of our research suggested the same thing therefore we will be dressing our artist in a typical casual urban look such as baggy jeans and a hooded jacket although we will also be giving him another look which will be the complete opposite to portray him as unique so that he will stand out from your everyday typical hip hop artists. Usmaan suggested the artist wearing expensive clothes such as Designers like Gucci, this follows the hip hop convention of portraying money which demonstrates how hip hop artists like the glamorous lifestyle. For a unique feature to make our video stand out they also suggested that we involve the female character more by giving her a major role so that the video is not just dominated by the males. In the hip hop industry, the music videos are always dominated by the males and women are always shown as objects in revealing clothes. We will challenge and develop this convention by giving the female more of a major role as they suggested and also dressing her in classy, sophisticated clothes so that she is not typically portrayed as an object.

Analysis of questionnaire

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