3. research version 2 (1)

Existing Product
Music video: GANGSTA by ayrtn
https://youtu.be/YJZiqgDLB60
The music video ‘GANGSTA’ from rap artist ‘ayrtn’ Is an existing product which I want to take inspiration from because of the style and shots
which the video beholds. The location within the video is shot in mainly urban areas including streets and pavement. The connotations of
including a setting like this are of the youth which is what I would like to convey within my music video. The video includes groups of young
people together which gives off the idea of unity within young groups of people which is also an idea I would like to convey within my music
video. I think that doing this can appeal to a young audience because they may see it and want to be apart of a happy group young people.
Throughout the music video it involves a large range of shot types, angles and camera movement which is effective as it adds lots of
aesthetic to the video which is satisfying for an audience. I think using effects like zooming in can be effective within this video like when
ayrtn is lip-syncing and the camera is focusing him while zooming in and out. This puts more attention on him which emphasises his words
and his presence to the audience significantly. I could use something like this in my music video to make my lip-syncing to the audience
more effective about what I'm saying in my song. Ayrtn uses a variety of different visual effects in the video like VHS, X-ray and blur. These
effects are what keeps the target audience watching because it makes the music video way less dull and eye catching. I really like the use of
VHS in this music video because although the music video was made in 2020, It gives a contrasting old feel which is quite unusual however
this irregularity appeals to a younger audience which is why I should consider using VHS within my music video. All the people within the
music video are wearing quit modern day attires however the variety in different types of clothes is excellent as it conveys the idea of the
acceptance of people who follow different fashion cultures are all united. This is something I want to involved in my music video as as it
conveys the idea and can display to my target audience that all fashion cultures are cool in their own ways.

Existing Product
Album Cover: SYRE
The album cover for rap artist ‘Jaden’ is an existing product I would like to take inspiration from because I think that the album cover is
eye catching and sets a tone for what the album is going to sound like. When designing an album cover it is very important to have a
link between the art on the album cover and the music behind it. In Jaden's album cover, the main house colours are purple, pink,
white and yellow. The connotations of these colours are peace, romance, spirituality and enlightenment which are also conveyed
through a variety of the songs within his album. For my album cover, I will need to consider a colour scheme in which portrays the
concept of my song because it’s a visualisation of the song before listening to it which leaves questions for my target audience. The
location within the album is in a high up place which looks quiet and peaceful which helps to convey the idea that the album is
peaceful and something you can listen to while relaxing; even with the position Jaden is lying in in the album cover helps give the idea
that the album cover is relaxing and chilled which an audience who is into child music will see and want to purchase it. The huge thing
which stands out in the album cover is the title ‘SYRE’ which takes up most of the square canvas. This is the main pull factor within the
album cover which is effective and eye catching. The font is also very bold and 3D which comes out towards the audience bringing the
cover more to life which is very satisfying for an audience. I think that the choice of colour is also very good as it contrasts lots from
the background without looking irregular which also makes it stand out to the audience. When making my album cover I need to
involve hierarchy and making the most important parts of the album cover the largest and boldest with efficient font and colours.

Existing Product
Promotional Poster:
Meet The Woo
The promotional poster for rap artist Pop Smoke’s single ‘Get Back’ is an existing product which I would like to take inspiration from because of
its simplicity and aesthetic features. The main attraction and image of the poster is the album cover which takes up the majority of the poster.
This is effective because it gets the album cover out more to be seen in more places so if they see the album cover elsewhere. The text to the
right of the album cover is of precise sizes. Having the most important words bigger than others in this case the name of the song ‘get back’ is
bigger than the name of the album and the artists name is important as it shows what will be seen by the audience first. The text of these words
is also bold making this text more significant than other text. The main house colours of the poster are black and white which in ways can be
seen as quite boring however I like it in the sense that its simplistic and makes the text very easier to read and acknowledge. I think that in my
project making sure that I can have a simple but effective poster can be the most appealing to my target audience as teenagers don’t tend to
want to read too much. Another thing which I want to add to my poster is adding where my audience can find my song. For example, In pop
smokes poster it displays apple music and Spotify which I think is very important to include because it tells the audience where to go next after
being drawn in by the poster.

The importance of an album cover
I think that it important to understand the importance of an album cover for an album
or CD so here are some reasons I have research and will need to consider when
making my own:
An album cover is seen as Significant as a book cover, magazine cover or a music video
because it is the first thing which my audience will see before listening to my song. It
can also determine whether they actually listen to the song or not. This means that its
important that the album cover is up to standard of my song and music video. It will
need to satisfy the audience and give an insight on the artist and their music behind
the cover just like a book.
Source of research: https://humanhuman.com/articles/the-importance-of-album-
artwork#:~:text=The%20artwork%20serves%20as%20a,make%20the%20right%20first
%20impression.

Marketing
Music videos in real scenarios can only excel through good marketing strategies. This can be in forms
such as advertisements and referral platforms. Most large artist will have advertisements which pop up
on common used apps such as Instagram and TikTok which is usually a brief 5-15 second clip of their
song and music video. This is effective because instead of throwing the whole product in it is confined
into a smaller and more suitable form for someone who is scrolling through social media. Another
effective way of marketing a music video or song is through music blogs because other artists which an
artist could benefit from can see your products and promote or create more products with you.
Marketing with posters can be very precise in the sense that you have to consider what your audience
would think when they see what your putting Infront of them. What makes a poster good is having it
stand out from afar, having an exaugurated main image and design elements and high contrast
elements. Including techniques is a marketing strategy which can make bringing in an audience
efficiently. Including consistency between products to form a brand is essential and something
alongside other marketing strategies I will need to consider in my project. Bringing a similar colour
scheme, logo and general design throughout a music video, song and promo is what big artists do to
make their work recognisable as their brand. I think that when making my promotional poster for my
song and music video Ill need to make my brand noticeable by using the same colour schemes and
styles.
Source of research: https://blog.symphonicdistribution.com/2021/01/promote-music-video-7-easy-
steps/
https://www.printivity.com/insights/2019/07/09/5-benefits-of-marketing-with-posters/

Styles
Styles of music video:
Performance Music Videos
A performance music video is a style of music video where most of the filming is of the artist performing the song
whether its on a live stage Infront of an audience or the artist just performing in the studio. Its different to a
narrative music video in the sense that it can even focus on a dance routine with the artist performing with them
which is a common way of a performance music video. An example of this would be Beyoncé's video ‘single
ladies’. I think that a performance video is good because its simple however if there aren’t enough cuts of other
things to keep the audience engaged then it isn’t as effective as other music video styles. I would like to involve
possibly shots of me performing on my studio in my music video however not go fully into a performance music
video.
Narrative Music Video
In a narrative music video it consists of a large aspect of story telling. Generally in music there is always a story
aspect which music video directors like to visualise in a music video. It is an alternative to an exciting performance
music video which allows the artist to connect more through the music video with their audience as if they are
telling the audience a story. I think that within my music video there is a story and concept to tell which I will need
to use ideas from other examples of narrative music videos
Concept Music Videos
A concept music video is a limitless video which is mainly used my non-mainstream artists. I really adore these
types of music videos because artists can very expressive in these music videos as they aren’t always set as one
story but can be interpreted in many different ways. They almost confuse an audience however makes them
constantly ask questions to what is going on in the video which Is engaging them. I think this is a very effective
style of music video because of how abstract it is and are usually very rememberable. I think that when I shoot my
music video I'm not going to necessarily make it a concept music video however I want to use the idea of my
audience making their own interpretation on the song and concept
Source of research : https://www.epikmusicvideos.com/blog/100-types-of-music-video-
production.html#:~:text=Performance%2C%20narrative%2C%20concept%2C%20lyric,main%20types%20of%20music%20videos.

TECHNIQUES
Music video techniques:
Cutting to the beat
Cutting to the beat is a technique used in almost every music video where the shots and clips taken are transition through the beat of the
music. This is very effective because it makes the music video have correlation with the song and makes it free flowing and more bearable to
watch. Some abstract directors don’t do this however cutting to the beat is very important which is what I will be primarily doing in my music
video.
Visual Effects
Visual effects are a way of being narrative in a music video however it most value is being exciting to a target audience. Having different
colours and images in the display of the music video can be quite vibrant and engages the audience. I think that sometimes the smallest
details in visual effects can make an okay music video become a good one. I think that in my music video I will involve visual effects such as
filters however nothing too much because I want a more natural idea to come across to my audience
Miming and Lip-sync
Miming and lip-syncing is what artists do in their music video to give the illusion that the artist is performing. It is also a way of narrating to
the audience the lyrics which put more emphasis on the lyrics and words they are singing/performing to the audience. The idea of a
conversation coming between the artist and audience through the music video is important and something I definitely want to involve in
mine.
Shot types
Having a variety of shot types within a music video is essential because it makes the music video more interesting and send more messages.
For example, A long shots can showcase an area and a scene to the audience making them think about the area and the theme of the music
video whereas a close up shot can be used to understand someone or an artists emotions. I think that n my music video I will want to include
as many shot types of what is possible for me to execute because it is very exciting to watch from an audience perspective
Camera Angles
Having a variety of camera angles is important because similarly to shot types they can give off different messages to an audience. For example, a low angle
shot is used to make the subject or artist have more power as they are standing over the perspective of the audience. I think that for some of the lyrics in
my music video using a low angle shot could be useful to add emphasis on to what I'm saying.
Source of research: http://music--videos.weebly.com/styles-conventions-and-
techniques#:~:text=1%20Techniques.%20Techniques%20in%20music%20videos%20are%20different,Key.%20...
%2010%20Conventions.%20...%20More%20items...

CONVENTIONS
Music video conventions:
Extending the songs meaning
If I want to make a music video I could just visualise my song word by word and make the video about the song
exactly however, professional directors like to extend the song meaning in a way to capture the audiences
interpretations and emotions. This can be done by going off-road in my filming and recording things which my
audience could have multiple interpretations of rather than just filming exactly what it is.
Allusion
The convention of allusion in music video is basically referring to other things in my music similarly to
intertextuality. This can give the audience an idea of what the song or music video is about but can also expand
an audience by including something which is of a topic my target audience is familiar with.
Source of research: http://music--videos.weebly.com/styles-conventions-and-
techniques#:~:text=1%20Techniques.%20Techniques%20in%20music%20videos%20ar
e%20different,Key.%20...%2010%20Conventions.%20...%20More%20items...

Case study: Jaden
Rap artist Jaden has a whole brand in his new album with music videos, an album
cover and promotional advertisement just like how I want to create my brand with my
song. Jaden uses a series of techniques linking between his covers and his products
which send a message to his audience of several topics and interpretations.
Jaden's newest album:
CTV3: Cool Tape Vol. 3

Jaden's Style and Techniques
Jaden's music video ‘Photograph’: https://youtu.be/jzaay2ZvHG8
Jaden has recently brought out the music video for on of his songs called ‘photograph’
which is in the style of a concept music video. Within the video Jaden is on a beach/in
the water without no explanation on why he is there. He constantly looks towards a
photograph he finds which relates to the lyrics and the name of the song. I also think
there's a very nice aspect of story telling which takes parts of a narrative music video. I
like this video and style because when watching it it leaves the audience constantly
asking questions which is engaging them. It also makes them listen closely to the song
to find answers in which means they may like the song and will want to listen to it
again. I think when making my music video I like the idea of taking lots of different
styles which will make my music video unique.

Jaden’s Style and Techniques
Something which I also noticed is that throughout his music video, album cover and
promos he keeps the same scheme of colours, fashion sense and ideas. This is
something which I will need to consider when making my products because it has a
very significant value. Jaden smith includes colourful clothing, flowers and the colour
pink throughout all the visuals of this album which has meaning because it displays his
thoughts on toxic masculinity. Jaden believes that males should be able to wear
whatever they want or dress the way they want to dress. This shows that his ideas and
opinions are shown through the colour schemes and small details in his brand. As
there is a message which I want to put across in my song, doing something like this in
my project would be good because when the audience see an example like Jaden's
they instantly understand the concept and the idea of my song.

Cutting to the beat:
Jaden uses the ‘cutting to the beat’ technique in his ‘photograph’ music video which
makes the video flow smooth and work well however, He also includes cuts on various
occasions which link to the lyrics of the song. For example, whenever he mentions
words like ‘drown’ and ‘ocean’ he will add an unorthodox cut in to him being at the
bottom of the water. This is very artistic because it then seems like the video isn’t just
cut to a continuous beat which makes it more interesting and engaging to new
displays constantly.
Visual effects:
Jaden uses minimal visual effects within his ‘photograph’ music video because I think
that to connect with his audience he ants it to be clearer and natural for the audience
to see and interpret what is going on in the video. I also think that avoiding using
colour effects is effective for him to keep his colour scheme of pinks and purples which
portray his opinions on masculinity. Jaden does include a VHS effect in short cuts of
the video which are taken in a way which makes the audience feel like an old camera
is recording. I think that this use of visual effect is good because it relates to his song.

Lip-sync:
Jaden includes lip sync in parts of his music video for his song ‘photograph’ however, the music video is
predominantly acting so that the audience have their own interpretations. Whenever Jaden has cuts of
him lip-syncing it is used in a way to emphasise the specific phrases he sings. I want to use this idea in
my music video because I think lip-syncing is important for certain lyrics compared to others where you
can act and let the audiences interpretation take charge.
Shot Types and Angles:
Jaden uses mostly close ups and medium shots to show specific details and himself in different
conditions throughout the music video. Below is an example of a close up shot of Jaden. I think that this
image although is unclear of Jaden's facial expression as its shadowed and taken from the side,
expresses Jaden's emotion and tell you how he feels which correlates with the tone of his voice in the
song and also the atmosphere created in the video. Jaden also uses multiple different camera angles to
send different messages to the audience. Below is an example of Jaden looking down towards the
camera which instantly makes him seem much larger to the audience. In the context of the video it
makes Jaden look as if he is scurrying through the water looking for the photograph. Just by using a low
angle shot it makes the idea so clear to the audience of what is going on in the music video which is
something I will need to think about and do in my music video.

Case study: Tyler The Creator
Tyler the creator is a rap artist and composer who creates a unique brand for himself
in his album covers. He likes to tell stories through his album covers and give them
significant meanings which relate to his music ideas and messages

Tyler The Creator’s Style and
Techniques
This album cover by Tyler is a very unique cover
which shows an image of Tyler over a pink
background. The use of the colour pink has positive
and happy connotations but most importantly
romance which is a key factor within his album. This
is effective because just by using this colour it makes
links to the songs behind it and give the audience an
idea of what they are going to listen to. I also think
that the type of pink which contrasts the image of
him gives a pop element to the cover which
correlates with one of the main songs in the album
being a pop song. The image of Tyler on the front is in
black and white which contrasts tremendously to the
pink in the background. This doesn’t only just make
the main image of him stand out but also leads the
audience into confusion as there's an old photo
Infront of a modern pink background. This resembles
the idea that this album is a ‘dark pop’ album which
by telling the audience this through an album cover is
something I could take inspiration from when making
my album cover.

Tyler The Creator’s Style and
Techniques
The main image and attraction of this album cover is
obviously the image of himself. This image contrasts from
some of his other album covers with himself in like the
flower boy album cover which as you can see is more
sunny and vibrant. In the Igor album cover he is in black
and white which indicates the idea that there is an
element of darkness in his album. The image of Tyler and
the name of the album have lots of resemblance of the
fictional character ‘Igor’. Igor is a character who plays as
the assistant to create Frankenstein in which carries the
idea of taking something dead and creating something
great which is something Tyler wants to do within his
album. I think that what Tyler does with this album cover
is very artistic in which I would like to take inspiration
from in my album cover by giving everything in it a
meaning behind it to convey the ideas from my song.

Case study: Pop Smoke
Pop Smoke was a New York rap artist who had an album called ‘meet the woo’. His album had a hit song called
‘get back’ which was promoted through posters like this on billboards and all over social media.

Pop Smokes Style and Techniques
The promotional poster for rap artist Pop Smoke’s single ‘Get Back’ is an existing product which I would like to
take inspiration from because of its simplicity and aesthetic features. The main attraction and image of the
poster is the album cover which takes up the majority of the poster. This is effective because it gets the album
cover out more to be seen in more places so if they see the album cover elsewhere. The text to the right of the
album cover is of precise sizes. Having the most important words bigger than others in this case the name of
the song ‘get back’ is bigger than the name of the album and the artists name is important as it shows what will
be seen by the audience first. The text of these words is also bold making this text more significant than other
text. The main house colours of the poster are black and white which in ways can be seen as quite boring
however I like it in the sense that its simplistic and makes the text very easier to read and acknowledge. I think
that in my project making sure that I can have a simple but effective poster can be the most appealing to my
target audience as teenagers don’t tend to want to read too much. Another thing which I want to add to my
poster is adding where my audience can find my song. For example, In pop smokes poster it displays apple
music and Spotify which I think is very important to include because it tells the audience where to go next after
being drawn in by the poster.

Research Analysis
What common features do the researched products have?
A common feature that all my products have is the target audience they are aimed
towards. Having an atmosphere and display of young people/teenagers in ayrtn’s
video appeals to a youth audience, Jaden's album colour is colourful and expressive
which is usually eye catching to a youth audience and pop smokes poster includes
bold and noticeable text fonts with an admirable album cover which satisfies a
modern youth audience.

Research Analysis
• What aspects of the research will you include within your on work?
I think that from my research on ayrtn’s general music videos but specifically his ‘GANGSTA’ music video,
I have taken inspiration from the costume/fashion ideas and the certain shots he picked out with groups
of youth. I think that it quite significantly relates to my idea in my music video of youth cultures all
coming together and united no matter what people wear or listen to. I think that from my research on
Jaden smiths ‘SYRE’ album I like his balance in a very satisfying background image whereas there's large
text ahead of it which is a layout which I could use in my cover. In my research on pop smokes promo
poster, I like the layout of it as it isn’t just a regular A4 spread which is a layout which id like to use
possibly in my promotional poster. In my additional research on the importance in an album cover I
gained the understanding that an album cover is as important as a book cover and should tell the
audience a bit about the song behind it which has given me several ideas on how I can convey the idea
of youth diversity culture through my cover. In my research on marketing and case study on Jaden
smiths ‘brand’. I think that I'm going to keep a consistent colour scheme and design throughout my
products for my overall brand as it is effective for marketing purposes. I would like to take a variety of
aspects of styles for my music video from performance, narrative and concept music videos to create
something unique of my own. I want my audience to feel my lyrics through narrative lip-syncing
however also not take the song and video latterly and have their own interpretation like in a concept
music video.

Questionnaire Analysis
Primary research

Audience research
What this says about my audience:
The graphic above shows that my target audience are predominantly ages 16-18 which
is a more senior age group of teenagers specifically.
How will your product appeal to this audience:
As my product is based upon youth culture it suggests that my ideas will appeal to the
audience.

Audience research
My audience predominantly prefers the rap/hip-hop genre of music however, a big
number of them also enjoy indie/rock genre
My song will mostly appeal to the rap/hip-hop selection as that Is the genre the songs in
however I think that my project can also be appealing to people from the other groups as
it involves the idea of diversity which includes people who follow an indie/rock baased
culture.

Audience research
The data above suggests that my target audience predominately prefer a concept
style of music video meaning they enjoy music videos which are more
interpretation based.
I think that the music video part of my project will include ideas which can be
interpreted in many different ways however at the same time include lip sync and
performance based shots to appeal to the rest of my audience

Audience research
The data suggests that’s my audience are mainly exposed to music artists products
through social media rather than on public outdoor canvases
As the data shows that it mostly on social media they are exposed to promotional
products, I will need to consider when making mine, the resolution and sizes so
that its suitable for view on social media profiles.

Audience research
The data suggests that my audience appreciate an album cover which has lost of
symbolisation and meaning to it
When I make my album cover I will need to find a way to make it look nice and involve
a good colour scheme and be simple in a sense however most importantly have the
cover suggest more than just an image and more about what's behind it in the song

Audience research
When choosing the album covers I chose 3 different styles of alum cover, One with
bright colours and large text, One which is simplistic, dark and focuses on one object
and one which involves the artist and brief colouring. The data suggests that the album
with the colours and eye catching font is the most appealing one on average rating.
When creating my album cover I will need to priorities and execute large and bold text
with vibrant colours and a good initial image.

Audience research
The data suggests that my project idea of a song and music video about youth fashion
is mostly appealing to my target audience
As the audience are mostly young people it shows here that the project will appeal to
them as long as it follows the concept I'm trying to express

Audience research
The data suggests that my audience mainly believe that there is toxicity between
young people and their fashion cultures.
I think that those that believe that there is an element of toxicity will relate to the
song which I produce. I will need to include the idea throughout the rest of the
products I make as they will understand the message I'm attempting to put through

Hip-hop/rap artist 'drake' is a well-known music artist who has a target audience which he
makes his songs and music videos appealing for. I have researched the conventions and
details on the specific audience he makes his songs for.
Target audience Research: Drake

Gender:
Drakes target audience Is a predominantly a female audience which is approximately
2/3 of the audience. This is because of drake's music mostly about or centring around
relationships and love which in the modern era Is a concept which mostly appeals to a
female audience. His personality and music is also appealing to a female audience
because they may find him attractive as for years the idea of a light skin male who can
sing is a trend which females have always found appealing. The other third of drake's
audience are obviously males who tend to admire other males who own expensive
jewellery, cars and other valuables because they may look up to it and will want what
drake has. Stereotypically boys prefer rap and hip-hop/R&B and Drake’s music fits
these genres.

Age:
Drakes' primary audience is aimed mainly on 15–21-year-olds which is the general age
where 'childish love' usually occurs which is what mostly drake's music is about. Any
younger than 15 wouldn’t be appropriate as most of drake's music involves swearing;
Any older than 21 wouldn’t appeal as drake's music is mainly about temporary
relationships rather than marriages and long-term relationships. Involving the idea of
'childish love' is great for drakes' audience because they can relate to it making them
enjoy and listen to it.

Ethnicity:
Black and White Britons/Americans- this is because whilst Drake’s music is
stereotypically known as ‘Black music’, it appeals to white people because it differs
from conventional pop music whilst having a rhythm that they can relate to. In terms
of nationality, Drake’s music is in an English Dialogue which means that British and
Americans are able to physically understand his music on a better level than other
listeners and they are more likely to enjoy it because of this. Also, black people are
fans of the genre, because of its origins being African/American style music.

Throughout my secondary research I gathered information on drake's primary target
audience. Learning how drake engages his audiences has given me ideas as to how I
can engage my target audience with my song, music video ideas and general
conventions.
Source of Research:
Target Audience Research - Profile ... (emaze.com)

Bibliography
1) GANGSTA (2020) ayrtn
2)How To Promote Your Music Video in 7 Easy Steps (2021) Symphonic Blog
3)Igor Album Cover (2019) Tyler, the creator
4)Photograph Music Video (2021) Jaden smith
5)SYRE Album Cover (2017) Jaden Smith
6)The Importance of Album Artwork (2016) Deep Shah
7)Types of Music Video (2017) epikmusicvideos

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