We mutually decided to put a lot of thought into our target audience and consistently get feedback throughout the pre production process to ensure we created and produced a music video that introduces a main stream artist that will be well received. We decided to brief a selection of target audience about what we were thinking about doing with our video, as our artist is a girl and she is mainstream we knew there was a lot we had to consider. With our artist being a mainstream female she is vulnerable to attack from critics and more importantly, to dislike from the target audience who could instantly repel the artist if constructed and shown the wrong way. With teenagers and young adults having a lot of power with social media and opinion being so easily published we decided we needed to tread carefully with our artist.
We have decided to create a video where the female is dressed according to preference of our target audience whilst also being in accordance with her own individual style which is what we are trying to exaggerate. We have decided to stay well away from the high budget video kind of thing where material possessions are a focal point of the video as this comes under scrutiny often and we need our artist to be accepted.
Using a video with our artist and a boy we are hoping that this will make girls accept her as a genuine and relatable artist with a situation that people may be able to relate to. We hope there will be no resentment to the artist. We are going to slightly sexualise the artists clothes to hopefully attract boys also.
Here are some questions we asked some of our target audience:
Would you appreciate a video with the narrative of a young couple and their story?
"I think music videos that have a narrative are always better because you feel like you're watching a short film and it compliments the song much better. A young couple would make a good narrative because obviously I'm young so I can relate to it"
What do you find intimidating about mainstream female artists?
"Well a good example Miley Cyrus, her previous videos and performance at the VMA's caused absolute uproar with people my age, infact everyone on social media was talking about it. It's not so much about being intimidating intentionally but it's how its percieved by different people and how it comes across. Mainstream female artists often prioritise showing how much money they have and this seems belittling where it would be better if they were relatable"
What kind of things do you like seeing in young, female solo artists videos?
"I personally like seeing the artists personality and performance shots, obviously a good narrative is entertaining but I particularly like when the artist is a big part. I never really appreciate videos like Ed Sheeran's where he doesnt star in the video as it should be him showcasing his own music"
Do you like the idea of not seeing a female artist dancing in minimal clothing or do you think that's just what mainstream is now?
"I think if a girl has a body that she is proud of and she wants people to see it then I don't see why she shouldn't we wouldnt criticise someone for wearing what they want to to a party so if an artist wants to wear something in a video then they should do as they please. I do however think that there is a line and wearing basically underwear comes across intimidating and a bit inappropriate"
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