Institution targets

I used the Sky Guide TV Listings website to look at the music channels and their scheduling, so that I could decide where I would exhibit my music video on the television. 

I've chosen to aim for Fridays between 5pm and 9pm because this is usually when young people are likely to be getting ready to go out for the evening or having people over and, in both of these situations, my target audience are likely to have music videos playing in the background. 

These are the channels available:

The genre of music television channel that I should schedule my music video for is pop/mixed hits (because Toby's brand identity isn't anything alternative so I would say that his style is quite 'mainstream') which, according to Wikipedia, consists of 4Music, Bliss, The Box, Capital TV, Chart Show TV, Heat, MTV Hits, MTV Live, MTV Music, Planet Pop, Smash Hits, Starz TV, VH1 and Viva.  Therefore, any of these channels would be appropriate for my music video to be exhibited. 

Ed Sheeran photographs

I have chosen these photographs to look at for inspiration for a concept for Toby's photoshoot, due the similarities in his and Ed Sheeran's brand identities. I find the first two images especially aesthetically pleasing, and I may go with this idea of experimenting with reflections, although I definitely would like to have a guitar visible in the photographs in order to display Toby's acoustic singer-songwriter genre to his audience. I also think I should dress him in casual clothing in order to conform to his brand identity. 

My next steps are to plan out an exact concept (props/lighting/costume/angles/location etc.)  and then arrange a suitable time with Toby.

Identifying a focus group

In order to identify a focus group consisting of my target audience, I posted a status on Facebook briefly explaining what I'm aiming to do and requesting males and females between the ages of 14 and 20 to take part. I decided to recruit on a social networking site because, typically, people of this age group are digitally literate and so check their news feeds regularly and are also probably more likely to offer their assistance if it's organised in an informal manner, as they are perhaps not as familiar and/or comfortable with a professional/serious environment as an older audience may be. With this in mind, once enough people have replied (ideally, I would like an equal number of males and females, and a range in ages), I will create a Facebook group for my focus group where we can attempt to organise meetings during which I can present my ideas/work to them and film their feedback OR I could simply link things from my blog and/or other websites onto the page and use the poll tool to collect feedback (or simply post questions). 

Production plan

I am going to create a music video, and its two ancillary products; the artist's website homepage and an album digipak. In order to achieve this, during the next 2-3 months, I need to:

Audience

• Identify a focus group in the near future so that I can continuously come back to them for feedback throughout the production of my products. I want this focus group to be both males and females between the ages of 14 and 20, so that it's appropriate to my target audience. I also want the focus group to consist of people that are interested in the acoustic, easy-listening genre of music. 
• Meet with my focus group to present my 'Brief 1:Initial Ideas' Prezi, and collect any opinions and ideas they can provide me with.
• Collect more data for my target market survey, create graphs from the results using Microsoft Edexcel, and then present these on my blog. I could ask students in the school and 6th form to complete it during form time, as these ages would conform to my target audience.

Music video

• Make sure I've got my basic storyline/concept figured out for the music video, draw out a rough storyboard and present the idea(s) to my focus group. Then I can proceed by conducting an interview with one or two of them, in order to find out which aspects of the idea(s) pleased them and which they believe could be adapted. 
• Book a recording studio and record the song. (Research the best way to store the recording so that I can easily upload it onto iMovie.)
• Create an animatic of the music video (which I can also get feedback from my focus group on).

Artist's website homepage

• Gather some information from Toby about his personal/music life etc. so that I can begin creating his website homepage (including some photographs).
• Create my template (colour scheme, roughly where everything will go etc.)

Digipak

• Find a photographer and begin planning a photoshoot (theme, costume, location, lighting etc.) to use for the album cover. I also need to decide whether I want to conduct two separate photoshoots so that I can use the other set to illustrate the website homepage. If so, I need to coordinate the colour scheme etc. with that of the website.

I think that, before I do any planning/production with Toby, I need to organise some sort of system with him so that I know when he's most likely to be busy and when he should be free to work each fortnight or so. This is due to his many commitments including A levels, the lead role in We Will Rock You, the lead male role in Hairspray, a role in Lord of the Flies, his job and university applications etc.

Lyrics

I met up with Toby today so he could play/sing me his song and took a quick video on my phone to refer to. Here are the lyrics:

Come with me on the trip of your life

Don't look outside of my arms tonight

Hold me close, put your faith in me

And I'll hold you tight, I won't ever leave

Close your eyes

Come with me, tonight

And I'll be waiting

In that spot 

Where we used to meet

You can't lose me

You can't lose, lose me

Be my friend, be my lover

Be my one, and I'll be your other

Take my hand, lead me on

Push me down around to where I belong

It's not you, it's me

What did I do, was I just too bloody clingy?

All I want is for you to see

I'm not the kind of guy who would love and then leave you be

Now you're losing me

Now you're losing me

Life's a game, that's what they say

But I never knew 'til you told me straight

You played good like I knew you would

Kept me hooked right up until the final stage

Now's the time for me to fly

I hung around for you and I

That's the truth, you knew I would

But you shoot me down when all I did was for you

Now you're losing me

Now you're losing me

Now you've lost me

Now you've lost lost lost lost lost me

Update: Toby has decided a title for this song- 'Chances'

Classification of music videos

Click here for a news article featured on The Guardian's website that explains that the BBFC plans to introduce age classifications for music videos, due to pressure from parents concerned that they provide sexual imagery available to children online. So, in preparation, I need to make sure that my music video fits into the right guidelines in order for my target audience to enjoy it.

According to the British Board of Film Classification;

• U- should raise no significant issues in terms of discrimination, drugs, imitable behaviour, language, nudity, sex, threat or violence.
• PG- will not contain any theme which is inappropriate for a child, but can explore challenging issues such as bullying, bereavement or racism.
• 12A and 12- the overall tone of a film or video, and the way it makes an audience feel, affects the classification. Strong language may be passed (eg. 'f***') depending on the manner in which it is used, who is using the language, its frequency and any special contextual justification. Sex may be briefly and discreetly portrayed. Moderate violence and dangerous behaviour is allowed but it should not dwell on detail. 
• 15- may include strong language, frequent strong language (eg. 'f***'), portrayals of sexual activity, strong verbal references to sex, sexual nudity, brief scenes of sexual violence or verbal references to sexual violence, discriminatory language or behaviour, and/or drug taking.
• 18- may contain strong issues such as very strong violence, frequent strong language (eg. 'f***') and/or very strong language (eg. 'c***'), strong portrayals of sexual activity, scenes of sexual violence, strong horror, strong blood and gore, real sex (in some circumstances), and/or discriminative language and behaviour.

Seeing as my target audience is 14-20 year olds, I need to make sure my music video comes under the 12/12A classification. 

Guidance for making music videos at A2

I found this PowerPoint presentation on the school's common files, and thought it would be helpful to embed in my blog so that I can come back to it and check that I'm not doing things that Fraser mentioned should be avoided at A2.