Audience

The gender of my target audience is mostly females because it is an empowering song about to not be afraid of who you are, which a lot of females will be insecure about how they look and how they come across to people. It also appeals to females because they can look at the artist as a role model. Also the artist is dressed up very casually and not with designer clothes so the target audience can feel like the artist is not a special or a celebrity, she is just like them. This would make the target audience feel more closer and like a friend to the artist. Usually females would like a friend to share their feeling to so they will close because it seem that the artist knows exactly what they are going through.

The race of the target audience would be all races as the music video features people in the public that are from a lot of different cultures to give the message that the song applies to everyone no matter who you are. Also the genre of the music is pop which is listened by a lot of variety of people.

The age of the target audience is between 14-25 years old. The reason for this is that the artist is quite young and most females would have these insecurities at this age when they are trying to find out who they are and knowing what the difficulties of growing up, making new friends at a big school. The song can apply to anything in someones life. It can relate to someone who think they are ugly, to someone who is getting bullied at school or to someone who has a disability.

The class of the target audience is middle class to working class. I don't think it appeal to upper class because stereotypically they would listen to classical music and if they had a problem they would most likely to go to therapy or consoling.

Story board/Animatic

The concept behind the idea was to make the video look like a inspirational, happy, motivational video. I watched the actual video of Jessie J 'Who You Are' and I really liked the song but the video didn't do any justice for it and made me like the song less then I used to. Before I watched the video I thought how the song made me feel. I felt like she was speaking to me like she was one of my friends who telling me I am better then what I think I am and to not change who I am. When I listening to the song I felt that the song can relate to anything in a persons life. I thought it could relate to someone being bullied, someone who feels that they are ugly or someone who has a disability. I wanted the artist to be in a big open field to get the feeling of space and freedom. Also I wanted to make the audience feel that they can concur the world and give them the confidence and power.

Preliminary Task

I was in a group where we had to do a preliminary task. The theme was F**k education and we had use the song 'The F-WORD' by Babybird.
As the song was very loud and noisy, we wanted that to be our theme so we wanted to show that the school was out of control to reflect the song. At the beginning of the video we showed that the students were in sync by them turning the page at the same time at the same page to show that they are controlled by the school.
One of the pupils decided to disrupt the controlled students by throwing their books on the floor. Then wrote f**k education on the board. This sparked the starting of the chaotic behavior of the school.
We then filmed some of the students at the school saying f**k education to the camera. We made it look like we just captured them while they were creating havoc.
We made it look weird to make the video chaotic by having two people go around the revolving doors and we also speed the clip up.
We included a clip from a police officer putting his hand out towards the camera like he was shielding himself. We wanted to show that the school couldn't be controlled and even the police can't handle it.
In the preliminary task, I learnt that emotion does emphasis what the meaning of the video is. I also learnt that camera shots and angles are very important. The camera shots and angles also emphasis the emotion of the video. For example in our preliminary task we shot one student writing on f**k education on pieces of paper on the school bulletin board. We shot that clip blurry and and had the camera at its' side to show chaos and that the college is out of control.
We showed chaos by having students throwing paper all over the school. This shows that they are breaking the rules and that they are not controlled anymore.
At the end of the video we had a clip of me throwing the a bunch of paper at the camera. We done this to make it seem like the college was so out of control the it turned on the audience, like I was throwing the bunch of papers at the audience. This would make the audience feel included even though it is a negative action.