By doing a PMA this allowed us to be prepared for the shoot and allows ur to be organised, this saves time as we will have fewer distractions with missing outfits or equipment. Instead our whole group will know what to do and will be ready for the day.

The risk assessment allowed us to see the potential hazards that might occur and how we can be prepared for these hazards and for our music video to run smoothly.

To find our audience we had to look into the Uses and Gratification which looks into audience ideology and the reasons they have for consuming media. Blumler and Katz suggest there are four types of reasons active audience seek from the media.

Furthermore, the Stuart Hall Theory helped me understand that an audience decodes what the producer encodes in a text. However, this all depends on:

• Demographics – age, gender
• Psychographics – beliefs, politics, religion
• Cultural competence – their knowledge of ‘stuff’
• Circumstances in which they are consuming the media   

Designing our perfect audience member

We considered these questions

• What platform is your production to be accessed on? Youtube
• What is the product’s function? To promote the message of letting go and drawing a line
• What genre(s) does your artist typically work in? RnB, Pop and Grime
• Who is the target audience?
  • Teenage girls who like to listen to artists such as Jorja Smith and Doja Cat, they like to socialise and they are on social platforms such as youtube a lot.

• Which other bands/artists your audience would be into? Doja Cat, Mahalia and AJ Tracey
• What other media they would consume, fashion tastes, musical genre preferences…
  They would wear the newest trendy clothes and listen to RnB, Pop and Grime
• What are their values, attitudes and beliefs they hold about what’s important in their lives and the world around them? They like being able to socialise with friends and be in relationships or overcome heartbreak which goes well with our narrative.
• What broad demographic groups do your audience fall into?
  Teenage girl audience

We then made a target audience profile in the form of a mood board to present all the research we just covered in one place.

It is important to know our target audience as you can adapt the content of the media you produce to suit the main concerns of your audience. If you know your readers are specialists in a particular area, by knowing the demographics and psychographics can give off a preferred reading to the audience.

This will impact on our own production as our own product will have to include symbols, signs and cultural references which our target audience will be able to read and recognise in order to have a preferred reading of our media.

Before our Performance Shoot 1 we had to look into the type of shots that we can include. By using Padlet this allowed us to use different shot examples and have images and gifs alongside it to give us a better idea for our own shoot.

It is important to understand the conventions of filming our genre of RnB so that the audience get what they expect. As a creative director, we can use these shots and make it the same but different. By using typical convention it can engage our audience, but by also making it different we can stand out and be unique and known.

From presenting our pitch to our teacher we then received feedback on what would work well from our ideas and what could be changed or improved.

The positives x6:

• The narrative of letting go worked well
• The idea of drawing a line also was good
• Our choice of mise-en-scene being bright
• The industrial setting for performance works well
• Catchy Song
• Narrative is clear

The negatives x6:

• We need a performer
• More ideas for letting go
• More ideas for drawing a line
• The song is offbeat song may be hard to edit
• Think about two different people instead of one doing narrative
• Use a range of shots

Our group have decided to go with On my mind by Jorja Smith. I thought this was a good choice for a song to make a music video because I feel the words are very good to portray a story through it, it has a good storyline and also a very dramatic and enticing performance. I think we can portray a chilled cool vibe through this song as our star can let go and be free, this can link well with the offbeat style of the song and as it is quite repetitive.

In order to comply with copyright regulations, we have asked permission to use ‘On My Mind’ By Jorja Smith on Twitter.

In this task we were preparing to start our music videos however first we needed to know all the options that we had to use to our advantage for filming. This week we went to our island college which has a green screen room. We took some photos of us learning how to use the green screen and also some of the more technical cameras.

The room also had a black screen, grey screen as well as the green screen which would be useful if we wanted to try different shots with different darker backgrounds. We used a multiple cameras also known as a multi cam setup which helps us take the same video but from different shots.