Research and Planning: Audiences

We have intended to entertain the audience of our coursework. We have researched similar music videos in this genre to ensure we do entertain the audience.
Using McQuail's theory of Uses and Gratification our audience will consume our product for Personal Identity as they are likely to relate to the narrative. Also, they may consume our video for Personal Relationships as our video follows the conventions of other "indie" music videos they are likely to like being part of this group. They will also use our product for Escapism/ Diversion as the main reason is to entertain. Our audiences are likley to watch our video and maybe pass on to others in their group.
Flew points out that the internet is different because it allows interaction through media 2.0. This makes viral marketing more likely and easier. Usually a big Youtube hit is likely to be funny or unforgettable or very entertaining. This makes people want to pass it on to be involved in groups and can know new products. This may happen to our video as people can relate to the story line and our audience may find the performance entertaining however our video isn't funny so it is less likely to go through viral marketing alot.
Morley suggested audiences are active and can have views on the values of a text. They could have a preferred reading which is where they understand and accept the values of the text. They could have a oppositional reading where they understand and reject the values of the media text. They could have a negotiated reading where they understand the values and accept them in general but adapt their reading to fit in with past experiences and interest. Our audience is likely to have the preferred reading as we are aiming to the "indie" audience. However, a more mainstream audience may have an oppositional reading as they know and prefer more "star image" and wouldn't enjoy live performance and narrative.
Ang states that "Audiencehood is becoming an even more multifaceted, fragmented and diversified repertoire of practices and experiences". This means people can watch different things at different times due to new technology. Our video is aimed at the "indie" audience however it is not completely niche therefore others are likely to enjoy it too.

Research and Planning: Skills Development

My strongest skill is research and planning, this should mean our filming goes to plan and we know exactly what we want.
My weakest skill is using digital technology, I will use the software before so I know the basics and save regularly so my work is not lost.

Research and Planning: Facebook Focus Group

Our focus group understood why we were using the locations we choose, they understood we choose the boxing gym because it is "grungy" and reflects the indie scene. Also 100% answered yes to the cast suiting the genre.

Planning: Storyboard Animatic

This animatic is of the essential shots for our music video. The shots are not cut for the right times on the song as it is just to show the feel of the video.

Research and Planning: Focus Group

We chose Jack and Holly for our focus group because they like indie music. We got great feedback from our focus group. We were happy that they picked up on some things such as the colour scheme and setting. We are glad they like the casting and song and that they feel the music video will be a success.

From the Facebook focus group, some replies have been that they like the locations because the boxing gym suits the indie scene and the pub shows it more realistic rather than surreal.
We asked if the cast suit the indie genre and we have had a 100% response of yes.

Research: Audience Theory

Morley says that audiences aren't just passively affected by a text but that they also are actively involved in reading a text. According to Morley audiences can have a preferred reading where they understand and accept the values expressed, a neogiated reading reading where they understand and relate the values expressed with their experiences and interests. They might also have an oppositional reading where they understand the values but do not accept them, or they might have an aberrant reading where they do not understand the values expressed. 
I think the target audience will have a preferred reading of the music video. They will understand the story of the song and enjoy the performance scene because they can relate to both. We will encourage the target audience to take a preferred reading by showing relevance to other indie bands and older rock n roll bands. An indie fan that also likes other music would probably take a neogiated reading as they can relate what they see to what they like. An emo audience might take an oppositional reading as they prefer a darker theme. A mainstream audience might also have an oppositional reading or possibly an aberrant reading. 

Research: Audience Profile

Clothes

The target audience for our video will wear clothes that suggest an older age style of clothing. They will like wearing parkas and harrington jackets because they were popular when rock n roll/indie was popular and clothes were key to show your music preference. They will like brands like Ben Sherman and Pretty Green. Their style will be quite simple, mainly jeans and t-shirt. Their will be a strong sense of music, they may have band/gig t shirts.

Music

The target audience will like indie and rock n roll type music. They like bands like The Arctic Monkeys, Oasis, Noel Gallagher's High Flying Birds, Beady Eye, The Who, The Beatles, The Jam and unknown indie bands.

Media

They would like NME magazine and maybe Q. They would like shows/films like This Is England, Quadraphenia and Brighton Rock. They will make sure that music is an essential part of their personality and appearance.