Presentation Script & Powerpoint

Presentation Script

(Slide 2)

Intro: In this presentation we will be talking about the results of the research that we carried out regarding the creation of a new music video, digipak and music magazine album advert for our chosen band which was Imagine Dragons. We will discuss the various methods that we used to find out information for these specific products as well as for the band.

1. Secondary Research- Daniel:  

(Slide 3)

• The very first type of research we carried out was Secondary research.
• We looked at quantitative research for music videos online including viewing figures for channels, artist's, specific music videos and even subscriber counts for channels.
• To complete this research we had to look online on websites such as YouTube in order to find key statistics and figures

(Slide 4 and 5)

• From doing this research we’ve discovered that the most watched music videos online all have over 1 billion views which are highly popular or heavily talked about.  
• In fact 9 out of 10 most watched YouTube videos of all time are music videos.
• Music videos overall account for 38.4% of YouTube’s overall views- they are some of the most viewed types of videos online and tend to get a lot of exposure.
• We think this is because these videos tend to feature bigger stars and have high production quality/are largely performance based. I will also note that on this list number 8 has been left out as you can see on screen and this because it was not a music video.

(Slide 5)

• YouTube also have their own music channel where some of the biggest music videos will get featured. This channel has around 96 million subscribers meaning it is a good place for an artist to get more exposure.

(Slide 6)

• In terms of our chosen band- Imagine Dragons we also looked at the statistics for their channel and their music videos.
• Imagine Dragons have around 5 million subscribers and their channel alone has nearly 2 billion views- They are very popular online.
• Most viewed music video has over 600 million views.
• Imagine Dragons are always highly successful when they release music videos on YouTube.
• By looking at Quantitative Data for music videos online, we have learned about just how popular these outlets are for releasing and viewing music videos.
• It shows that if you want exposure on a music video then YouTube is a very good place to release the video if you want it to have some level of success.

(Slide 7)

• We also completed qualitative research for Digipaks, Music videos and magazine album ads
• We looked online in order to find this information about the three different products. This information came from a variety of websites, articles, blogs and internet forums.
• By carrying this out we accumulated thoughts and opinions on these products from fans and professionals using online sources
• This research was useful in teaching us what kinds of things people will and will not connect with when it comes to creating digipaks, music videos and ads.By completing this research we discovered what kinds of things to do and what not to do when it comes to making our own products.
• One piece of research I found that was about some of the worst album covers of 2013 was a helpful insight into what not to do. This is something we will be thinking about when creating our own digipak.

(Slide 8)

• When looking into our chosen band Imagine Dragons, we found an interview with the artist who created the artwork for the band’s latest album.
• This gave us an insight into how he was feeling when he made that artwork and explains the story behind each cover.
• This shows us the emotional impact that album artwork can have on someone or how influential music can be. This is also something that we will be keeping in mind when it comes to making our own digipak.

(Slide 9)

• For music video research I found various articles online from professional sources discussing some of their favourite music videos, why music videos are important in general as well an article discussing how they felt Gangnam style covered the social, political and economic issues within South Korea.
• These articles allowed me to get a variety of different opinions into different music videos as well as look at music videos from a new perspective which is something I will be constantly referring to when producing my own music video.
• This research was useful as it will help when planning what content to put into my music video. By using this information it will help when planning my own music video as I will have an idea of what might and might not work
• Internet forums also were useful and the information they provided came directly from the fans of the band. This is useful because these are the people the products are being made for
• The internet forums told us why people like and dislike certain videos or album artwork specifically for imagine dragons

(Slide 10)

2. Primary Research- Harrison:

• Overall by collecting primary research we found out opinions about music videos, digipaks and album magazine adverts.
• When carrying out primary research we use both quantitative and qualitative methods of research

(Slide 11)

Quantitative Primary Research

• For our Quantitative Research we created a survey that was distributed among students within Year 12, 13 and first year university students.
• This was completed using a google form that would give us instant results meaning it was highly useful and organised
• It was useful to get feedback to help us gain primary information such as people's viewing habits and opinions specifically for the three products we will be creating
• The survey we distributed was answered by 40 people which gave us results that conclusions can be drawn from.

(Slides 12, 13, 14,)

• Due to the age range of the people we distributed the questionnaire to, 85% of people stated that they mainly use YouTube to watch Music videos. This makes it the most popular outlet for viewing music videos
• This shows that overall a younger audience, which is what Imagine Dragons audience are, are more likely to watch music videos online and stream them in comparison to buying them
• In terms of the digipak and the album advert we found out that people liked artwork, specifically the style and the colours. For a lot of people these were the most attractive features for both products
• 68% of people thought the pictures were the most attractive part of the magazine adverts so we know for a fact to make the image catch the reader's attention and noticeable. As it is just an Ad we will try to include as little text as possible so readers aren’t put off
• In terms of the Digipak, 70% of people said that they were attracted to them based upon the pictures and the artwork that are included
• Concerning CDs, 60% of people never buy CDs and 60% of people who answered our survey own less than 10 physical CDs. We might consider therefore focusing on the album artwork as this is what shows up when music is streamed or downloaded and can attract an audience.
• Another possibility could be to release an electronic version of the digipak.
• This advice will be taken on board when making a digipak and our advert
• One noteworthy result we got from the survey is that people agreed the information inside the leaflet for the digipak was least relevant to them which will be helpful when creating a digipak as we will know where to focus our efforts.
• Looking at music magazines, it was useful to see that  most people at 70% don't read music magazines.
• It could be useful therefore to ensure that the ad created is included in online versions of magazines including if that magazine have their own app. By doing so this will ensure teenagers/younger audiences are more likely to see the ad

(Slide 15)

Qualitative Primary Research

• The next part of our primary research was gathering qualitative data for the products
• We did this using three different methods, one for each product. I conducted interviews about digipaks, Daniel took part in an internet forum for Imagine Dragons music videos and together we conducted a focus group

• The result of our focus groups- not that many students actually read a music magazine- meaning, we have to make this more accessible for people our age.
• However we did find out that the few times these people have read magazines they too, like those who answered the survey also found the colours and pictures the most attractive part.
• Overall this wasn't as useful as we hoped for. The people we asked said that they don't really read music magazines, meaning our data wouldn't be as rewarding as we thought.
• As mentioned before since people did not really read physical magazines it is likely they either read online versions or through an app.
• We have to make the ad more accessible to younger people who might not be buying physical copies
• Others, said they don't look for detail in the advert, therefore we need to make sure people start reading these and focus more on imagery rather than textual information.

• The internet forum speaking with fans about their thoughts on music videos was useful to see what the fans thought of them and the feedback will helps us create one similar to the ideas and would help us establish a music video.
• Impressive to see how passionate they were when giving the answers on Reddit.
• Most fans said  they liked the fact that their smash hit song song Radioactive features an underdog - the Reddit user said she’s  “a sucker for that kinda theme”
• Most of the fans thought their music videos were creative and unique. It seemed the fans really knew what they were talking about with music and even cinematic techniques- they spoke about music conventions, lighting, colour, sound, acting etc.
• It was a shame that only a few people did comment so we were restricted with the answers we got.

• I was responsible for the interview questions, by conducting an interview (videos on task 2 blog) it was very helpful to see what people liked about the digipak's, so when it comes to production I can take on board what people liked and disliked about them and use the information to my advantage.

• Suitable font for the magazines

Unit 3- Assignment 3- Results of Research
This is a link to the visual PowerPoint:
https://drive.google.com/file/d/0B_4lfFO92DuxMy1la2xmSUFWRUk/view?usp=sharing

• It means we must find a way to make them come back to fashion like the return of vinyl , it's become a trendy modern fanatic within teenagers - we need to take the same approach with CD digipaks.
• Most people like the idea that the digipak has pictures of the artists and most people don't even read the information booklet which means we can spend less time focusing on the booklet and more time using the artist's pictures.
• What could have been improved during our research if we asked more people that were;t 16-20, we should've asked older people to gain a better insight into the music business.

(Slide 16)

3. Audience Research- Daniel

• The audience research helped me to understand the type of people that these products are going to be marketed for sold to.
• The research that we undertook was to look into the demographics and psychographics for media habits which therefore allowed us to define our target audience. As well as this we looked online to find out general information for the age, race and gender of typical consumers for the alternative rock genre.
• As a result of my research into Imagine Dragons who are an American Alternative rock band I found out that the target audience would be white male students aged 16-25
• This target audience would most relate to the songs and the messages and values of the band.
• By looking into media preferences and buyer behaviour it also allowed me to discover the best way to sell the products to them. As a result of this research I discovered that the best place to sell a digipak or release a music video is online whether it be on websites or marketplaces like Amazon or itunes or releasing the music videos on YouTube.
• From this we can conclude younger target audiences are less likely to go out and buy a CDs as they are more likely to spend a lot of time online.
• For music magazine album adverts, magazines- aimed at a younger target audience whether it be in music magazines themselves or even for magazines aimed at teenagers.
• This method of researched helped in deciding what type of content to include for the music video, digipak and advert as well as how to market the products.
• Our research into this essentially allows us to aim our products at a higher age range allowing the the content to be more mature and less kid friendly.
• Rather than show a happy story overall it might be smart to have something either a bit darker or more profound.
• The Demographic chart and psychoanalysis chart let us define who the actual demographic and target audience are. It was a different way of looking at things rather than just simply stating the target audience without information to back it up.
• By completing audience research we have learned the best method in order to define a target audience and come up with a demographic as well as the target audience for our band. This allows us to know who we are now marketing our products to specifically.

(Slide 17)

4- Market Research- Harrison

• By doing our market research, this helped us to understand more about Imagine Dragons and how we can create products that will allow Imagine Dragons to beat their competitors
• Firstly we did an analysis of Imagine Dragons. We learned they have been influenced by people like Nirvana, Muse, The Beatles, Coldplay and U2.
• This was useful to see what bands they relate to, which can be incorporated into our music video.

(Slide 18)

• The first piece of market research that we did was to find out who the competition for Imagine Dragons were
• We did a comparison with rival bands we thought were similar; Foals, One Republic, Bastillie and Kodaline. In general it was useful to find out that Imagine Dragons as well as their rivals have creative unique imaginative youtube videos, feature in musical festivals like Reading and Leeds, have similar styles of genre and use similar instruments, have won awards for being “Breakthrough acts”  and are made up of a small group of men.
• It was useful to see what was similar with the bands as to get an insight into their competitors.
• We also made a list of their differences to see how we can make Imagine Dragons stand out with their rival bands.
• By defining who the competition were and looking at their similarities/differences is allows us to see how different people were successful and how to improve on the failures of the defined competition in order to out do them

(Slide 19)

• As part of the market research we also analysed competitors products
• One Republic song “Counting Stars” to highlight what makes their video a viral success on youtube.
• By analysing their video I found out that the bands characteristics in the music video involve some bits of narrative, due to the fact, the  video is not all performance based and the singer, is placed as the 'star' of the group.
• It was interesting to see how they try and relate the music video to their fans by using visuals to relate to the music
• Showing us how they are just like everyone else  and are not different from the public, when it comes to the ultimate dream of counting stars.
• Very interesting to see how they use the video to rely on their performance rather than just singing.
• I also analysed their digipak called Native by One republic.
• It was useful to see what meanings and messages it shows on their products, rather than a cd holder they include a subliminal message to their audience, a very clever marketing tactic.  
• The letters on the album refer to the native spelling trying to make it more realistic for people to buy it. The colours are mostly soft pale that makes a summer vibe effect which can be related to the word Native. Maybe by using Native they are trying to sell to americans with the native route of Native Americans.
• It's interesting to see that one the front cover there are five different animals- according to the band each animal represents each artist personality.
• We can take out of this that, all the animals shown on the cover work have leadership qualities relating to the band that they are all treated equal and there isn't a kingship going on.
• On the back, the colours look quite earthy and sandy both colours show the native aspect.
• The animal aspect can be looked at like the bands animal spirits making it seem more different and creative with their digipak.
• I also analysed their advert called “dreaming out loud”.
• It was useful  to see that the colour scheme in this advert is black and bright white indicating the night theme, giving it a very eye catching effect.
• If I was reading a magazine and this advert was  there it would grab my attention as the colours and the font looks attractive and different.
• The background is black indicating darkness (night) with bright white stars , an ideal setting for dreaming, where most people tend to listen to songs before they sleep (wiki) a subscious clever marketing stunt.
• On the magazine advert “One Republic” is in large white font larger than the other font on the advert, it is also placed at the top of the page,
• This is to make it stand out from the rest of the text on the page so the target audience are aware whose album it is. It also stands out because of the bright white colours.

(Slide 20)

5- Production Research- Daniel

• The results of the production research varies heavily depending on the product and the different personnel, equipment and facilities that are going to be needed and utilised
• This because not only will production costs vary depending on the size of the project but the three different products will have their own individual needs and functional areas when it comes to creating the product
• It helped us come to a conclusion as to what would and would not be viable when going about making these products which is especially important to look at when faced with a budget
• By doing this research into the individual products we found out their individual needs
• On screen you will see the rates for the different resources

(Slide 21)

Production Research Of Music Videos

• For a music video the essential things we found out we will need are (On this slide of the powerpoint prices will be included):

• Special Effects Personnel and Equipment
• Camera Equipment
• Camera Operators, Sound and lighting engineers
• Director
• Producers
• Possibly any background dancers or actors
• An Editor

• We have found out the specific roles for each of these different resources and why they are essential to the creation of the music video.
• As Imagine Dragons usually make high concept or visual focused videos we considered the fact that it might be smart to use special effects to create the kind of look and feel that the band usually go for. In order for this to be done effectively, creatively and safely the correct personnel have to be used. We found out that you can’t just simply have anyone operating special effects equipment as this could result in huge health and safety risks such as injury or even death.
• We also discovered that there are a number of different kinds of camera, lighting and sound equipment that will be used as this will make the music video appear much more professional as this is what the band strive for. Different equipment will have different functions which will be used by personnel in conjunction with a director. This is so the equipment can be used creatively and professionally
• The correct people have to be hired to use the equipment so that it is used correctly and results in footage that is to a high professional industry standard. This will include camera operators, focus pullers, camera assistants as well as sound and lighting engineers.
• As well as the people to operate the equipment it is also important to have the correct people behind the scenes. Having a producer ensures things can get done.
• This would be viable if the band were to use their own personal producer and therefore already know what kinds of things to look for and what to do when planning out a brand new music video.
• They deal with the finance, finding actors, location scouting, hiring the production team as well as a lot of other jobs that require the person to be well organised and focused at all times
• The producer should pretty much be happy to help all parts of the production team as this is what will allow them to move forward with actually producing the video
• The producer will work with the different departments to ensure that everything is going ahead as planned
• They will work with the director whose role is to control all the actors and dancers as well as tell the cameramen and special effects operators when things need to be done. They will tell a producer what they need in order to get the music video done.
• A director has to be viable as without one there will be no clear direction that the music video is going in
• I feel that hiring a good director would be viable for this project and that a lot of mainstream and big artists who do big concept ideas would be willing to spend the money for directors who can get the job done well
• With the editor they are the person who will piecing together the footage in order to form the narrative. The editors should be able to fix any mistakes that were picked up during production as using their software will allow them to do so
• Having an editor will be important as it's a very big thing as they will decide what footage is important and what needs to be changed.
• Editors will be able to work efficiently and professionally whilst having a good working relationship  with the director.
• Lastly something we looked into for the music video which was something that was only necessary if it helped the narrative of the music video or if the band wanted it was background dancers and actors.
• The characters and dancers are part of the entertainment in the music video and are part of the story being told.

(Slide 22)

Production Research for Digipaks and Music magazine Album Adverts

• Digipaks and Album adverts will have very similar personnel and equipment as they are both physical products containing artwork or imagery.  
• The resources, equipment and facilities we felt we might need for these products are as follows: (on this slices prices should be included)

• Graphic designers
• Photo Studios
• Editing Suites
• Photographers
• Possibly Camera Equipment (should the photographer not bring their own)
• Photo editing/Page layout design software

• Graphic designers are essential to both the creation of the digipak as well as the music magazine album advert as they are the ones who have to understand the layouts for these products as well as how to use the software
• This needs to be done to a professional standard in order to make industry standard products
• The graphic designers are there to bring a band’s creative image to life for the digipak and to make the advert look professional in order to appeal to their fan base
• This is viable depending on the time it takes as well as how high the concept for these products are
• In order to take any professional photographs the band will want to use a photographer who will produce high quality pictures.
• We found out that a band may even have their own personal photographer- could be cheaper to use them in order to take photos
• As a result the band may not even need to hire a graphic designer for their digipak as the photographer may be skilled in graphic design
• Because of the photographer also, they may not have to hire out any equipment as the photographer would likely have their own
• The only thing here that will have to be paid for is any damage to equipment that occurs
• There is various equipment that might be used for all different kinds of shoots, all of which might be relevant or have their use in a photoshoot such as cameras, lighting and tripods (similar to the camera equipment for a music video)
• Another facility we considered using was a photography studio or an editing studio. This would mean that there are professional facilities available for a photographer or graphic designer to complete the task at hand to the best of their abilities.
• Although it could be useful- Not completely necessary as photographers/graphic designers may have their own facilities.

(Slide 23)

Why is viability important?

• By also looking at what is and isn't viable it allows the producers to know how much they will spend/save as well as the limitations on what can and cannot be done whether this is because something is too dangerous, cannot physically be done or just because of time constraints
• Production research also helps in figuring out how difficult it may be to do something as well as how many people to work on one project. It allows producers to consider how many people and what resources will be needed in order to complete a product.

Based upon the prices I have shown as well as the information that we have provided about the various facilities, resources and personnel I feel that all of these are viable in order to create the most professional and industry standard products to aid in the creative image of Imagine Dragons and keep up their level of high quality products

(Slide 24)

6- Comparing the value of qualitative and quantitative research methods

• Having looked back over our research we feel that there are both positives and negatives to both Qualitative and quantitative data.
• In terms of how much they can tell you and what conclusions can be drawn from them is what comparisons we will show you

(Slide 25)

Positives of Qualitative research

• Qualitative research allows for peoples opinions to actually be shown
• They give more detail to a statistic- not just a number
• They can give some insight to a statistic- just because a video for example has a lot of views doesn’t mean it was entirely popular- a better conclusion can be drawn
• Important when creating a product, we have taken into account people’s thoughts and opinions for the three products when coming up with our ideas in order to know what people do and do not like as well as what will and will not be viable
• Through qualitative data you can find out how different demographics and different ends of the target audience will react to something

(Slide 26)

Negatives of Qualitative Research

• Opinions- Not fact- Might not be much substance to them and could be incorrect
• Invalid information can affect the results
• It can be hard to get 100,000 peoples opinions for example which is why it is sometimes more useful/easier to use quantitative data

Positives of Quantitative Research

• A fast conclusion can be drawn- good if you do not have a lot of time and if the subject matter does not need a lot explanation
• You might not have time to get that many people’s opinions- Star ratings and like/dislike buttons can be incredibly useful
• Having statistics gives solid facts- if a certain percentage of people think a certain thing then therefore a conclusion can be drawn from this.

Negatives of Quantitative Research

• Just a number- not useful if you need a further explanation
• Numbers don’t tell you the whole story- view counts don’t always mean good
• Like/Dislike buttons or star ratings can be ‘botted’. This is when online bots are set up in order to like/dislike something or give it higher star ratings. It means the information can be unreliable

(Slide 27)

7- Proposal for the creation of products- Harrison

Music Video Ideas

• Performance
• Special effects
• No Background dancers, just the band
• Stylish clothing
• We see the band performing
• Variety of different shot types and angles

Digipak

• Soft colours
• Band on the front in a serious pose
• Iconic logo
• Simple
• Colourful booklet, Images inside
• Lyrics for the songs
• Collector's editions

Album Advert

• Soft colours
• Bold
• Big pictures that represent the band's image
• Similar to digipak
• Tour dates and album dates

This is a link to the visual PowerPoint:
https://drive.google.com/file/d/0B_4lfFO92DuxMy1la2xmSUFWRUk/view?usp=sharing

Video here