As we are choosing to use a copyrighted song, we have to gain permission from the record label.Through this process I have learnt the importance of gaining copy right permission before using a form of media for educational purposes. Copyright is in place to stop ,any body other than the artist, gaining profit from their material. We decided it would be beneficial to gain this permission from Sony Music and reference the artist and song we would like to use as we are not the original creators of this song and we want to make sure all credit goes to Sony Music. Below is the letter that I wrote to send to SME to gain this permission.
Faye curry
138 Whitethorn Avenue
West Drayton
Middlesex
UB7 8LD
Monday 11th
November 2013
Sony Music Entertainment
9 Derry Street
London
W8 5HY
Dear Mr. Morris,
Our names are Faye Curry, Kala Hill and Georgia Pearce and we are currently
studying A-level media at Swakeleys Sixth Form. Part of our coursework is to
create a music video and we would love to use a song by Little Mix, which are
one of your artists that you represent. Therefore we are writing to ask for
your permission to use their most recent song ‘Move’ as a backing track for our
project.
This video will be for educational purposes only and we will not be
gaining any credit from it; all copyright credit will go to Sony Music Entertainment.
In order for our work to be moderated the video will need to remain online for
three months. After this period the video can be removed if there is an issue.
Additionally we are able to make a hard copy of our video, which will be sent
straight to the moderator and will thus not be publicised if there is any
concern over the use of the song in question.
Demographics and Psychographics of our target audience
To create the basis for our target audience , we conducted research into the demographics and psychographics of our target audience. A demographic is 'Measurable characteristics of media consumers such as age, gender, race, education and income level'. A psychographic is 'A more sophisticated form of demographics that includes information about the psychological and sociological characteristics of media consumers such as attitudes, values, emotional responses and ideological beliefs'.
The image inserted above was created by myself using an online site called polyvore. My aim was to try and recreate the fashion and style of our target audience. I included lots of bright colours , logo tops , unique accessories and converses. Additionally a team member of mine Georgia Pearce presented the audience demographics and psychographics on a online site called prezi. The link is inserted below: This information will be used to determine our audience when making our music video. This will influence our costumes and who the video will be aimed at.
As a group we created a list of potential artists
that we could use for our music video.Our list consisted of Katy Perry,
Jessie J, Little Mix, Demi Lovato, Selena Gomez, Pink, Ariana Grande, Ellie
Goulding and The Saturdays.
A team member Kala Hill researched into
all of these artists by looking through their music videos and looking at their
appearance. She decided to narrow it down to Little mix and The Saturdays and
anaylsed as video by each of these artists.
The Saturdays "Disco Love"
This video was chosen from the saturdays
because it represents typical pop conventions.The video consists of all the
girls having fun, going on a day trip out together, going through all the
different eras. Throughout they are all wearing very girly outfits that are
stylish and bright. In the video they have a lot of costume changes to suit the
time period they are representing. As they go through all the different decades
of dance, Many actors and dancers are involved but The Saturdays are always the
main focus through out the video , through multiple close ups.
Little mix "How ya doin"
This music video by Little Mix consists of many
costume changes and consists of very bright and vibrant colours. It is
a stereotypical pop music video starting off with the girls in a very
pink room getting ready together. Then at the parties they are all dancing
together in bright rooms including rooms with bright UV lights and rooms with
black and white stripped walls. All of these rooms appear very bright and funky
matching up with their costumes and making the song lively and fun.
Questionnaire
Needing to investigate into our target audience more we created a questionnaire.As a group we collated appropriate questions based on our research into our potential target audience.The results from this will then be used to help form our target audience.
I went on individually to create the survey on Survey Monkey to collect these results, The link is pasted below along with a screen shot of the questionnaire.
Looking at our questionnaire I went on to create a quick over view of our results on Go animate. The video embedded above is the representation our target audience , which we have gained knowledge about through the results.
Then as a group we decided we needed a more detail analysis of our results. I then went on to use Quick time to make a video of our results . Then a team member Georgia Pearce completed a voice over on the video to explain it further. Then together we edited the sequence on imovie and uploaded it to YouTube. An overview of our results is that our target audience is mainly females who are between 17 and 18 years old. When predicting our target audience we believed they were in bracket E which is youth who are unemployed and in full time education. The results back this is up as 53 % of respondents were unemployed and 100 % were in full time education. Similarly as our chosen artist is Little Mix they are typically a pop girl band , our results showed that 69% of our respondents liked pop music which reinforces our ideas. In addition 56% liked bright and vibrant colours which we found was typical of little mix and those colours are dominant within their music videos.
These results have now enabled use to gain an understand off our target audience. As they are mainly teen girls we are able to keep to Little Mix's style motif's by using bright colours and girly items. We can now make sure our video caters to their likes and dislikes within pop culture such a costume choices and make-up.
