plan

Intro- Actor

Target audience research

Unless you have major label money behind you, the ability to self-promote your music is one of the most important skills you can have. When you don’t have money to hire PR people to run media campaigns for you, it is up to you to make sure people know about the music you are making. Getting started can be a little overwhelming, however. These steps will help you start out on the right foot, to make sure all of the right people are standing up and taking notice of you.  A target audience consists of individuals, groups or communities who influence the intended ‘target’ of a media. Newspapers attempt to appeal to certain target audiences by fulfilling the specific needs and interests of a target audience within its news stories, political bias etc. House music is very famous, especially in urban areas and Europe. Famous clubs hire DJs who play house music, because it has a couple of important components, which make it the perfect music type for clubs. If you listen to House, it might certainly sound like techno or trance in the first place. Here this article will provide some steps how to get in touch with HOUSE and learn how to appreciate it.

For my video I am going to be targeting older teens and young adults as they are the prime age for the clubbing scene, as the age in the UK to legally go out is 18 and in parts of the US 21 so the category is set older. Recently house music has been taken by popular demand in the charts which has made this type of music more stereo typical which makes it hard  for me to show you a target audience as before there was a small minority of people that enjoyed house/dance/tech music.  Men and women will both be part of my target audience because there is no gender differences in music, for example this year I visited Creamfields UK’s biggest house music festival. I noticed no major difference in gender where was just as many girls as boys also the most popular age would range from 17-25 as there wasn’t any much younger and only a few amount of elder people.  However as house music was large back in the 80’s and has made a massive comeback in 2000’s with artist like Swedish house mafia, daft punk, Tiesto, deadmau5 and Benny binassi. So this could defeated my target age of audience from late teens and young adults as there could be many older house music fans from the 80s and even new fans every day.  House music is not mainstream so you will be breaking the boundaries and revolting from the crowd this is why my target audience will be adventurous, different and fun.  For example house music also had an influence of relaying political messages to people who were considered to be outcasts of society. It appealed to those who didn’t fit into mainstream American society and was especially celebrated by many black males. Frankie Knuckles made a good comparison of house saying it was like “church for people who have fallen from grace” and Marshall Jefferson compared it to “old-time religion in the way that people just get happy and screaming’”. Deep house was similar to many of the messages of freedom for the black community. Both house CDs by Joe Smooth, “Promised Land” and Db “I Have a Dream” give similar messages of Martin Luther King’s “I Have a Dream” speech.

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Pre-Survey

Survey and Questionnaire.

After researching my target audience I have found out the specific audience I will need to not only make my questionnaire but use the right people to fill it out to gain the best answers. Firstly the gender will not matter because everyone listens to music and with research I have found that there is no large difference in men or women listeners when it comes to music for example we found Slightly more than 8 percent of women watched or listened to music online which isn’t a big difference source: http://blog.nielsen.com/nielsenwire/consumer/women-more-ravenous-for-music-sites . I Found the age most people go out and listen to fast and powerful music would be late teens early 20’s so I am going to ask people from the age of 17 up to 27, this will give me the earlier generation and also the later for a wider perspective. In the age bracket the marital status is most likely to be single or in a causal relationship for the younger teens and maybe engaged or married at the end of the 20’s. I will be handing out 20 questionnaires so it won’t be a problem if some aren’t filled in correct or lost but will also give me adequate information to create some tables and graphs eventually.

Questionnaire

Name: ……………………………………………………………………….  Age: …………………………………………………………..

Sex: ………………………………………………………………………….   Marital status: …………………………………………..

1.       I am currently…

Working          Secondary school          Sixth form         College      University

2.       Do you listen to house music?

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3.       Who is your favorite artist?

…………………………………………………………………………………………….

……………………………………………………………………………………………

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4.       How many hours do you listen to music a week?

1-3         3-6         6-9       9-12         12+

5.       Do you go out to clubs and venues?

Yes                              No

6.       If so, how often?

Once a month           once a week         twice a week        3 times a week       rarely

7.       Have you seen any artist live?

Yes                               No

8.       If so, were they good and why?

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9.       Do you have a memorable moment gained from house music?

If so please state:

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10.   Do you like house music with or with vocals?

With                                     Without

11.   Do you buy CD’s or download tunes?

Buy CD’s                       Download legally               Download illegally       don’t do either.

12.   Would you buy an album or just singles?

Album                           Single

13.   When an album or single is released do you watch the promo video?

Yes                               No

14.   If yes, how do they affect you and what do you think after?

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15.   Can you give an example of a music advertisement/promo you’ve seen?

……………………………………………………………………………………..

……………………………………………………………………………………..

16.   Is a video promo for music albums critical to you?

Yes                            No

Video ideas

The song we have chosen to do 'Tchami-Promesses' it is a house song which doesn't have a video to it so gives us a lot of freedom in what we include in the video. The song is all about breaking promises ' If the rain was coming will you break my heart' the lyrics show a sense pathetic fallacy as the rain coming shows disaster. The song is house therefore includes music predominately that makes you dance. In our video we will try to include 'shuffling' which is a generic convention of house music. The intro has a mellow beat so our idea is that we flash lights to the beat to entertain the audience and to compliment the music. The video will be filmed in a party scene also a narrative of a couple arguing because he has cheated on her which is adjacent with the lyrics, the girl will take off her wedding ring and throw it on the ground which shows he has broken a promise- broken the vows he made.



 

A lot of artists change their musical style once they have a bit of recognition in order to make money as it branches out to a wider audience. A perfect example of this are artists such as Stormzy, Krept and Konan and Skepta.

Stormzy recently started to get a bit more fame in the last coming years

Music labels and brand research

UMG





Def Jam Recordings was founded in 1984 by Rick Rubin and Russell Simmons, and has represented the very best in cutting edge music and youth culture for 30 years. Def Jam Recordings began as a maverick independent label inspired by a punk ethos and the emerging sound of hip-hop, pioneering iconic stars like LL Cool J, Slick Rick, The Beastie Boys and Public Enemy. Over the following two decades, Def Jam established its dominance with acts like Jay-Z, DMX, Ja Rule, Method Man & Redman, Ludacris, Rihanna, Jeezy, and Kanye West. Now in its 30th year, Def Jam’s music and lifestyle has grown into a global brand – synonymous with creativity and authenticity – encompassing a diverse roster of marquee and emerging stars like Kanye, Justin Bieber, Rick Ross, Frank Ocean, Iggy Azalea, Axwell  Ingrosso, YG, Afrojack, 2 Chainz, Alesso, The Roots, August Alsina, Jhene Aiko, among others.


Island records UK. More than 55 years on from its birth in Jamaica, Island is one of the most revered and respected labels in the world. Its unique ethos has provided the platform for launching some of the biggest artists from across the musical spectrum, including the UK launch of Amy Winehouse, Florence + The Machine and Mumford & Sons. Their UK roster remains as varied as ever with acts such as Disclosure, John Newman and Jessie J seeing global success.

Shady records. Shady Records is an American hip hop record label that was founded by Eminem and Paul Rosenberg in 1999 after the highly successful release of The Slim Shady LP. Over the years Shady Records has earned RIAA certificates of platinum or higher for a number of album releases and has been home to acts including D12, Slaughterhouse, Yelawolf and Bad Meets Evil.

Virgin EMI Records. Very few brands are as identifiable as Virgin. From its humble roots as a London based record store, the label has been at the forefront of musical disruptions for over 40 years – prog to punk, new romantics to rave, indie to girl-power. Bastille, Emeli Sande, Naughty Boy and Iggy Azalea continue to carry to torch for the label, making Virgin EMI one of the biggest in the UK today.