The Brief

We have been asked as a group to create a portfolio for an artist that must include a music video. This has to be up to 3/4 minutes long and must include lip syncing and some usage of green screen also.

As well as creating the music video we have been asked to create a CD Digipak to accompany it.











Also a home page for the chosen artist of the song we have chosen to create the video for. This must be appropriate to the style of the music video and to the target auidience that will be viewing the products.

Demographic Research

What is Indie Music?

The full name for indie music is independent music; this genre of music is approached as a recording and publishing on your own. This gives the artist the freedom to be independent to the major record company, Just like Owl City and his record company, Universal Republic. We see that Adam Young, the only member of Owl City, started his independent music on MySpace, where he was discovered.

Who listens to indie music?

Having looked at the statistics we have noticed that the target audience for Indie bands such as Owl City would be more so American males between 20 and 30 years old. This means that more people would be able to relate to Owl City as he is also a male in this age group and is also an American. We believe that people listen to this music to get inspiration for their own music careers.

We can see that the target audience are also musicians that who have been performing and/or song writing for up to 15 years. This audience also seems to be technology literate as most of them have Computers. This may also be one of the reasons why the audience only spend less than £100 on Books and videos. This could be because people can access most of this information on the internet. However, Research has also shown that the target audience spend between £1 and £500 on CD’s and MP3. Therefore when Owl city is promoting a song or/and anything interesting to his target audience may be to use the internet. We believe Owl City has also used his website to do just this.

Who Listens to Indie Music? (Graphs and Tables)

Target Audience Interviews

Interview Results

In conducting these interviews we found that most of the people we asked preferred a music video that had a story line to it and that had meaning. Also Pop/Electropop was mentioned and that is the genre of music that we have decided to go for.

The odd person preferred grime/rap but this was not a popular choice and so we have decided not to go for this genre of music in our video.

As well as videos that told a story some said that a video that involved dancing would appeal to them but the dancing had to be relevant. So in other words there had to be a routine and not random dancing.

Research into Action.

The results that we gathered from the demographic research that we carried out will indeed have an effect on the final product that we create. This research has shown that indie music is more popular at this time and so would have a better response from the audience than if we were to do a rock song or something like R&B.

We have also asked people that are in our target audience what they like to see and what they would expect from a music video. Using the answers they gave us we would have to make sure that what we make meets their requirements. This would mean that it would be more popular and people would actually want to watch it.