Tom Odell - Long Way Down Digipak Analysis

Storyboard

Focus Group Analysis

What is your favourite genre of music?

We asked this question as we thought it would give us an idea of whether they would watch our music video or not. The genre of our chosen song is indie. We also asked this question in our survey and alternative/indie turned out to be the most popular genre of music. In our focus group, one person said that indie is their favourite genre of music. We had already chosen our song at this point but we had a backup song in case we couldn’t use the song or we needed another genre of music. We also asked this so we could find out what kind of people would watch our video and it would also help us create a target audience. From the results of our survey and focus group, we were able to make an audience profile to give us a better idea of who would watch our music video. Someone else said that he “likes all genres. If it’s good music or a good music video then I’ll like it”. We would also aim our music video at him as he is also likely to watch our music video. The last person said their favourite genre of music is “pop rock, because I feel that the lyrics mean something and it’s quite lively.”

What do you expect to see in a music video?

This question is useful for us, as it has given us an idea of what people will be looking for in our music video. We took these answers into consideration and decided to use some of these things in our music video. Someone said “Always something quite unusual, definitely seeing a band playing instruments”. Our song is not from a band but the lead singer will be playing the guitar. Someone else said “People in casual clothing, a variety of different locations”. Our main character will be wearing a jumper, leggings and a beanie which is casual. When choosing our costume, we looked at Ellie Goulding for inspiration. “Band footage and people having a good time”, again, we don’t have a band and our song is quite sad so they won’t be too happy but there will be a few shots of them having fun together. Hopefully, this will meet people’s expectations of our music video.

Do you prefer narrative or performance music videos?

We asked our focus group whether they prefer narrative or performance based music videos. We also asked this question in our survey and the majority of people said they prefer both types of music videos. Everyone in our focus group also said that they prefer a mixture of both, performance and narrative music videos. Someone said that “Performance looks quite fun and narrative allows you to understand the story behind the lyrics”. Because of this, we have chosen to use about 70% performance and 30% narrative. This will then allow the audience to feel as though they are watching the artist performing live but they will also understand the story behind the song.

How often do you watch music videos and where do you watch them?

Everyone said that they watch music videos on YouTube, because of this; we will be uploading our music video onto YouTube which will hopefully result in our music video being seen by as many people as possible.  One person claims to watch music videos at least “fourteen times a week”, someone else watches them “once or twice a week” and the last person watches them “everyday”.