Target audience reaserch



My first question that I asked on my survey was the question “Are you male or female”. I Asked this question as I wanted to know what gender could be the majority of people watching my music video. From this I found out that there will be more males than females watching my music video so from this I can design my music video to meet the tastes of males slightly more than females








My second question was very important to me as I picked the music genre of house/deep house so wanted to know and understand from an audience what style of music video I should create. From this I was very happy with the results I received back from the survey as overall the narrative style had the majority of votes and before even creating this survey I wanted to create a narrative style music video. Therefore when it comes to filming I am going to have to tell a story through the video I create.






I asked this question to see what the target age would be when creating my music video as this would be very important to help me decide the visuals and story line of the narrative music video. Therefore I am going to aim my music video at 15-20 year old’s as this is my target audience for my music video.




I asked this question as I wanted to gather feedback on whether I should have a male or female protagonist in my music video. The results were very interesting and the majority of people said a male protagonist. However I am going to subvert the expectations of the audience and I am going to cast a female protagonist to get a reaction from the audience as this is not usual. Therefore they may end up enjoying the music video more.





I asked this question as in some house music videos the producer of the music is in the video. The majority of people said they would like to see the producer of the music in the video but once again I am going to subvert their expectations and cast people who will have no relevance to the song but will fit well with the narrative of the video.




I think editing is one of the biggest if not THE biggest element to a music video that will turn a good music video to a GREAT music video and that is why I wanted to ask this question in my survey. I am a big fan of editing and from these responses the majority of people say the editing should be fast. Therefore I am going to edit to the beat of the music which will be fast.



I asked this question to see how old the audience thinks the protagonist should be. The majority of people said 15-20. This is very useful in helping stick to the codes and conventions of a house music video and I am going to cast someone within that age range.



The editing is going to be challenging and is going to be a big factor in how good my music video is going to be. There are many elements that I will need to add to my music video in post production. I am going to have to challenge myself in creating and learning some of these features. As I was the editor last year for my Media AS piece of work I feel like I have a very strong understanding in editing and want to push myself even further to create better effects than I already know.

Editing effects that I will need to add in post production:

  • Colour grading

I already have a basic understanding on how to colour grade using adobe premier, however I want to make my colour grading seem as real and as natural as possible. I will be adding yellow and red tones to create a sense of panic and unhappiness which ties into the story of my music video

  •  I need to create and animate meteors.

This is going to be the most challenging aspect of post production of my music video as I will need the meteors to look as realistic as possible so the audience will believe that there is a real meteor strike. There are many tutorials on YouTube that are very helpful however this will take up the majority of my time in the post production phase of my music video. Some of the videos that I have looked at are:





An animatic is a pre-production tool used in both film and animation.

An animatic is similar to storyboards. A storyboard uses a series of images that are laid out to show camera and acting direction as well as to give the producers and directors a visual representation to help with the production phase of filming.

A animatic takes the individual images that are on the storyboard and puts them into a movie file and adds audio and sometimes these images become animated.

Benefits Of Animatics 

  • One benefit of turning a storyboard into an animatic is that the animatic moves and has dialogue and the required audio needed when producing the film or animation. It also gives a clearer representation of what the finished product will look like therefore it will be much closer to the finished product making it easier to see how your media piece will turn out.
  • Another benefit is that an animatic helps with the timing as the scene that appears when watching an animatic will appear on screen for the time it would do in the production. It allows you to tell the audience watching exactly how long each shot is held for and the overall timing of each scene.





Media Theory’s

Laura Mulvey

Women in the media are viewed from the eyes of a heterosexual man, and that these women are represented as passive objects of male desire. Audiences are forced to view women from the point of view of a heterosexual male, even if they are heterosexual women or homosexual men.

John Berger

Women are objects for men to look at, desire and to seek pleasure from them.

Bell Hooks

She focuses on problematic racial representations for example:

  • Lighter skinned women are considered more desirable
  • Black women are objectified and sexualised in hip-hop.

Stuart Hall

Stuart Hall stated the idea that as an audience we must decode messages that the media have encoded us to hear and see. Stuart Hall was concerned by just how powerful the media is and believed that the media can effectively dictate what should be issues of public concern and interest through audience positioning.

Tricia Rose

States hip hop is an art form and gives black female rapers a voice and a sense of empowerment.

Paul Gilroy

  • Black music articulated diasporic experiences of resistance to white capitalist culture.
  • Employs the notion of ‘diaspora’ and how ethnic minorities (particularly black people) experience dislocation from their homeland. E.g. feeling as if you do not totally belong in Britain but you also are considered ‘English’ in the Caribbean, Africa or Asia etc.

Kobena Mercer 

Black gay film opens up audiences to the understanding of the dual exclusion (being gay and black).   Audiences are exposed to diverse representation displaying verisimilitude rather than stereotype. Verisimilitude is the appearance of being true or real.

Jacques Lacan

Lacan proposed that the mirror stage was part of an infants development from 6 to 18 months.• By the early 1950’s, Lacans concept of the mirror stage had evolved: he no longer considered the mirror stage as a moment in the life of the infant, but as representing a permanent structure of subjectivity, or as the paradigm of Imaginary order.

Hypodermic theory

The “hypodermic needle theory implied mass media had a direct, immediate and powerful effect on its audiences. The theory suggests that the mass media could influence a very large group of people directly and uniformly by ‘shooting’ or ‘injecting’ them with appropriate messages designed to trigger a desired response. The theory states that the media is a dangerous means of communicating an idea because the receiver or audience is powerless to resist the impact of the message. People are seen as passive and are seen as having a lot media material “shot” at them.

Moral panic

A moral panic is the intensity of feeling expressed in a population about an issue that appears to threaten the social order.

Todorov’s narrative theory 

He states that There are five stages the narrative can progress through:

1. A state of equilibrium (All is as it should be.)
2. A disruption of that order by an event.
3. A recognition that the disorder has occurred.
4. An attempt to repair the damage of the disruption.
5. A return or restoration of a new equilibrium.
Propp’s narrative theory
Propp stated that there are 8 main characters that appear in films and these are:
1. The Villain – Struggles against the hero.
2. The Dispatcher – Character who informs the hero on lack and sends him on his quest.
3. The (magical) Helper – Helps hero during quest.
4. The Princess/Prize – Hero deserves to marry her, but cannot throughout the film because of the villain, often the quest is ended with the Hero and the Princess getting married.
5. Her Father – Gives Hero task and identifies False Hero, Propp noted that the Princess and the Father cannot be clearly distinguished.
6. The Donor – Prepares the Hero
7. The Hero or Victim/ Seeker Hero – Reacts to the donor and gets married to the Princess
8. False Hero – In order to marry the Princess, he takes credit for the Heroes actions to impress her.


Levi Straus

Levi Strauss, a French anthropologist in the 1900s, proposed a theory of ‘binary opposites’ which entails that the majority of narratives in media forms such as books and film contain opposing main characters and these binary opposites help thicken and improve the narrative. examples of binary opposites are:

  • Good vs evil
  • Black vs White
  • Man vs women


Roland Barthes- Enigma Code

Refers to any element of the story that is not fully explained and hence becomes a mystery to the reader. The purpose of the author in this is typically to keep the audience guessing, arresting the enigma, until the final scenes when all is revealed and all loose ends are tied off and closure is achieved.

According to Barthes 5 narrative codes, a media text can be:

  • ‘Open’ – which is when lots of or all of the narrative codes are used making the story complicated. For example the film Inception‘  is an open media text as it has embedded complicated story lines.
  • ‘Closed’ – which is when a single narrative code is used, therefore the story is simple. For example the story Goldilocks‘ is a closed media text as the story is simple and there are no.


Media theory in my A2 music video

In my music video it follows Roland Barthes enigma code theory. Throughout the video there are going to be many elements that are unexplained which gives a sense of a mystery to the audience and to help retain the audience attention until the final scenes will revel why the protagonist is the only one alive in the world.