Musical Profile

What Music festivals would are target audience go to?

On the homepage of the Latitude festival, the three main colours are green, blue and yellow. These colours create a fresh feeling and represent the colours of the environment, which shows that the festival is a nature-loving festival. The page includes a border of drawn plants, which creates a very arty and creative effect and relates back to the hippy era of 1960s. This style has become a modern theme, as festivals have bought it back by creating a sense of peace and innocence. The creativity on the homepage reflects the art, literature, poetry etc. of what the festival includes other than music.

It also represents a fairground; the writing in a wavy font relates to a rollercoaster and the pictures of stripy colourful tents lower down the page could also be a connotations of a fairground or circus. In addition the word "Latitude" is presented in a font with flicks and squiggles which is an ideology of a fairytale. The flowers and butterflies also add to this fairytale theme.

The target audience of this festival is aimed at families with young children aswell as music lovers. They offer entertainment for children, and bright, cartoon, fairytale effect of the homepage could represent the "fun" side of the festival that the younger children will appreciate. The statement saying "it's more than just a music festival" suggests that there are all types of fun activities for all ages. I think the festival is mostly aimed at young adults between the age of 16-28. This is because the logos of Facebook, Twitter and other social networking sites are shown at the top right of the page and the majority of people who use these websites are young adults. The main group of young adults in which the festival is aimed at is "indie scenesters". The type of people who general listen to the indie/rock genre of music. I think it is aimed at the creative teenagers and those who dress in skinny jeans and lots of jewellary. The homepage gives out the impression that it is a big festival, but perhaps a little less mainstream than others such as Reading, or Glastonbury. Therefore, it would appeal to a fewer mainstreamers and a more altnernative audience.

What other artists would our target audience listen to?

What artists would our target audience listen to

Overview Profile

Ellie Goulding - 'Your Song'

The genre of Ellie Goulding’s music video ‘Your Song’ is indie/pop. The clothing of Ellie Goulding and her friends shown in the video represent this genre by their use of style. Her boots, jeans and hairstyle are connotations of the indie genre as this is what people who listen to this music would typically like to wear. The shots of the kitten and the birds help to portray a sense of life, and add joy to the music by creating the genre itself.

The mise en scene in the video helps to add to the genre, in particular the piano. This ensures that the musical aspect is kept important in the video. The locations contain mostly ambient, bright and sunny shots, which creates a realistic, peaceful setting. I think this lighting also adds a bit of innocence to the video, which could represent joy and freedom. The majority of the music video only includes Ellie Goulding herself as the main character. This helps to tell a sort of life story. There are other characters involved, however we do not get close up focused shots of their faces. This could suggest that they are not the main focus of attention but they are important people to Ellie herself, as we are brought into her own little journey of her life.

The camera shots in this music video include a lot of close ups/extreme close ups of Ellie’s face. This helps the audience to connect with her and see everything from her point of view. We also our put into her shoes as the there is a use of a tracking shot when she is running across the field. This shot could suggest a sense of freedom and peace, and therefore the video starts to become personal to Ellie Goulding herself. In some parts the camera looks as if it is being handheld which creates a shaky effect. This creates a sense of realism, because the camera follows Ellie which could put us in the position of one of her friends/relatives. It makes the audience feel as if they are in the video with her. The quick shots at the beginning and throughout the majority of the video create a fast moving pace which helps to keep the audience engaged at all times. The fast editing between these shots also fits to the music, therefore keeps the sound and visuals connected throughout the whole music video.

The narrative of this music video could be seen as ‘Ellie Goulding: behind the scenes’. It lets the audience in to part of her life that has simple been captured on camera and been added into a music video. There is a slight storyline in the video, as we see Ellie travelling on a train, then we see her in locations such as fields, woods and streets and buildings suggesting that she is visiting her friends, or perhaps places from her childhood. There are shots of her shoes towards the beginning and the end which creates a circular storyline, as it repeats a similar shot at the end. The video also includes some of Goodwin's theory. For example, the amount of close ups, and the performance aspect. It doesn't contain many shots of Ellie Goulding performance but we do see a few shots of the recording of her singing, which is a typical music video convention.

The target audience is aimed at youths between the ages 16-28. The fact that it is an Elton John cover suggests that the video is aimed at a younger audience compared to Elton John fans who are mostly a much older audience. The target audience would listen to other indie/pop music and are probably the type of people who are always up to date with new music. The clothes they wear will include similar clothing that is shown in the video such as skinny jeans, lots of accessories and colourful jumpers/t-shirts. This will help them to relate to the video. They will also be able to connect well to the music and the video because they will may have similar lifestyles.

Storyboards

UK Tribes

UK Tribes started in 2005 and when Channel 4 ran a project called TV Glue. A small part of this project focused on youth culture and different social tribes which are based on fashion, the music they listen to, sport, technology, their aspirations etc. This became a big hit, and so UK Tribes was born to explore the honesty of youths by being described by youths themselves.

UK Tribes gathered their information through qualitative techniques which included: desk research, online forums, depth Interviews, expert interviews with marketers, media, event promoters, DJs, fanzine editors etc. video and picture diaries, SMS-derived insight, a UK network of young people providing regular trend reports. They also used quantitative techniques by creating an online survey called Find Your Tribes. It allowed the young people to have their identity defined, and this allowed Channel 4 to gather data on youths preferences across over 250 types of media and brands. Also on their lifestyles and attitudes.

Indie scensters[1]

The information produced on UK Tribe's website, has become very useful to many marketers. When promoting for example a band, aiming the advertisements at the correct target audience is very important. Marketers may find this website helpful because it helps to explain exactly what ype of things would appeal to a certain style or group. Things such as dress codes, colours, music, hairstyles, media consumption, idols can be used in advertisements to attract the right audience. Also, TV shows or websites could even find UK Tribes' information useful. Social networks such as Facebook is where the majority of youths will view advertisements and UK Tribes is specifically a description of young people's tribes and groups. Therefore, it is important that Facebook knows exactly how to target each individual tribe in the correct way, usuing many different advertisements at once. Marketers of festivals are mainly introducing music to young people, and because UK Tribes largely includes the idea of music in its website then it will be very useful.