Apparantly Our Target Audience is a 'Grunger'..

Apparantly I'm An Indie Scenester...

Indie Scenesters occupy the space previously inhabited by Trendies (and Ravers before them) – people who want to be ahead of the crowd and are willing to invest time and effort into the paraphernalia and detail of their sub-culture. A decade ago they may well have been Ravers and a couple of years back they were listening to bands like Klaxons, the pioneers of nu-rave. Indie Scenesters exist thanks to the fashionable status of guitar music (though for them it’s often about mixing it up with more electronic sounds) and are linked to the general rise of instant fashionability – of fashion and music trends having much faster lifecycles thanks to the commodification of cool. Scenesters don't mind bands achieving mainstream success, but prefer them before the masses cotton on – their own version of second album syndrome. There is significant role reversal in the Indie Scenester Tribe, with both boys and girls dressing in tight fitting clothes and often sporting make-up and accessories. The relatively recent return of the Ray-Ban Wayfarer (in all colours) is big with this crowd as they love to be the first to pick up on the rebirth of a once popular fashion item.

Scenesters are festival goers – if they can blag it. The real action, though, is in small, sweaty, adrenalised clubs. Scenesters are more bothered about iPods and drinking than phones or conscious materialism. Online communities such as those found on drownedinsound.com are important as they allow visitors to discuss, diss or discover the latest cool bands.

The list of bands they like is ever changing. TV On the Radio, The Vivian Girls, Vampire Weekend, Spank Rock and Shit Disco are some of the sounds they like, as is hip French label Ed Banger Records, the home of Justice.

The look – skinny jeans, Converse, stripes and Americana T-shirts – shifted for a while when nu-rave came on the scene, but has come full circle as the genre became too mainstream, reflecting the fickleness and speed of quick changing trends in music having an impact on fashion. Currently labels such as American Apparel, Topshop/Topman and Uniqlo are high street staples, with House of Holland appealing to more affluent members of the Indie Scenester crowd.

The Connotations And Ideologies, Meanings And Target Audience - Lattitude.

On the homepage of the latitude festival the main colours that are here are green, blue and yellow. These colours create a bright and bold/fresh feeling and represent the colours of the environment. This shows the festival specialises in its happy-nature festival. Around the page it has a lot of drawn plants and flowers to create an arty effect which relates back to the 1960's hippy era which the festival is known for. This style is known for creating the sense of peace and freewill and, the homepage itself reflects the art, poetry and literature which is included in the festival as well as popular music.

The website also represents a fairground especially how the writing is in a wavy style, and the circus feel you get off the various banners on the page. The word 'Lattitude' is shown in a font with flicks and waves which shows the ideology of a fairytale theme.

The target audience of this festival is aimed at families especially with the slogan 'its more than just a music festival', which suggests theres more activities, not just watching music bands.
The festival is also aimed at teenagers and adults between the ages of 16-28, as the logos of Facebook, Twitter, and Spotify are advertised in the right hand corner of the page, and these young adults are the major groups of people who use these websites.

Treatment For The Music Video.

Our music video is a take on a contemporary love story, the video takes on the plot of a modern couple living in a modern environment. Our video portrays a young 17 year old male who makes a journey from his home in a rural are to his 'other halfs' home walking through agriculture area, focusing solely on his journey. The audience will be aware of this by our first shots of the protagonist receiving a message on his mobile phone. Part of the video is inspired by The Wishing Well's busking performances that they do. They provide an urban setting in the city streets, amongst crowds. On his journey, we will combine both the scenarios of both city and countryside areas, as an opportunity to show the importance of life in both the settings, giving the video a subliminal message of lust in this video. The video is more of a focus on the journey he takes and the self reflection of himself and the relationship he is in.
Our protagonist's clothing will be arty and have a very folk feel to it (shown by a floral shirt) - this is inspired by the Wishing Well's performer's choice of clothing; that is niche, wearing the classic waistcoats and baggy trousers.
The video will begin with shots of the male protagonist lying in bed, waking up, and receiving a message from his other half. This will be shown with the intention of showing the audience that video is from the protagonists point of you. The male character will then embark on a journey, with the first shots of him walking and miming the lyrics, initially, to show the audience that he is part of the band who is singing the song, giving the video a 1st person look on it. In the first few scenes of the video, the protagonist will be walking past large buildings, to show the urban areas he is walking in. As he slowly gets out of these areas he will move into slightly more agricultural areas, shown by the long fields and much more nature. This will show the momentous side of the video. We will also include scenes with him and his lover to show that he is reminiscing about his partner and shows the times he has had with her. This will also give a glimpse to the audience as to what his partner looks like as earlier in the video she is not shown, just referenced.
Our target audience for this music video is more to 16 - 22 year old males and females who fall under the D and C1 categories; people who are primary workers, who aspire to be in the class B categories later in their life. The target audience are aspirers and therefore, because they want to be middle class and be the highest they can be in their profession, i.e managerial positions. We will be able to reflect that in our music video through the music genre and the visual dress sense.

Our Chosen Track For Our Music Video.

Lyrics.

Paper people walking through streets of fire
Looking for a taste of love
Growing hard of hearing you were losing touch
All the while a deeper fire

If you lie in the eye of the storm
The wild heart is born
So there lies a distance in between you and I
You know that I can feel it well

When I go looking you are hard to define
Fortified inside yourself
If you lie in the eye of the storm
The wild heart is born

In the falling light
Bring your love and your desire
On a road back through the night
There can be no denial

If you lie in the eye of the storm
The wild heart is born

Some of the verses in this track hints at the variety of people who live in the world today. The 'paper people' walking alongside each other through their unique lives, represented as "streets of fire".

Amongst these people are a couple, the male being the singer and the woman being his other half. He expressed how he feels towards his girlfriend and how she's slowly moving away from him, and how he potentially plans to do something about this. He, however sees that there is something deeper then this 'drift' between them. Be it a strange stage in their relationship or possibly a message from his his loved one through these particular signals.

A way to portray this 'love story' would be to have a male protagonist character who goes on a journey, from where he lives to his other half's home. It will be interesting to see how we construct the two characters lives, with   one being in the urban are of norwich and other person being surrounded by rural settings. This will help us to show the protagonists view over the 'paper people' of the urban area; as he slowly begins to move away from these people and reach further out into the rural scene.

Test