Focus group

My group and i gathered a focus group of females, with age range of 17-19. We chose this particular group as it, reflected the majority of our target group, and respondents of our questionnaire. Looking back at our questionnaire, I chose and developed certain questions, which we would then have asked our focus group. We begun the focus group process by playing our chosen song for our music video, which is 'Crazy Kids' by Kesha. After having allowed them to listen to the song, we asked particularly important questions which we developed from our questionnaire. This enabled us to gain in depth knowledge as to what our target would want to see from our music video, as well as what we should avoid. Below is the video for our focus group, which was edited and uploaded by Rumena Ahmed. Chloe Connell filmed the focus group, while Rumena Ahmed and I took to reading out the questions.



Conducting this focus group was immensely helpful, as we learned what we could include in our narrative. For example from our questionnaire results analysis, we discovered that the two most popular themes for our video were 'partying' and 'humour'. Due to this we asked the group what they would consider to be humorous. From this we learned that our audience would find humour in a narrative which was unusual, as well as bright and unusual. In order to achieve this, my group I will attempt to use bright and colourful backgrounds, as well as make our narrative fun by including more people who accompany our star.

Another important question we asked our group, was ideas as to what we could substitute alcohol with. Due to the age restrictions regarding alcohol, we would be unable to include real alcoholic products within our video. Our group suggested we use bright coloured liquid, which would tie in with the 'crazy' and 'humorous' theme. Taking this into consideration, we will attempt to have our main star creating drinks in a science lab. This will connote craziness, hence linking to Kesha's image as her videos are known to be outrageous.

In order to find out what in particular our audience would not like to see in our video, we asked what they dislike about music videos. One member of the group mentioned how they dislike long paced shots, as they can become boring. In order to prevent this, we will try and film fast paced shots to keep our audience entertained. This is especially typical of the pop genre, including many of Kesha's videos such as 'We R Who We R'. Adding to this, we will also try to incorporate different settings and locations within the fast shots; which is also conventional of pop videos.

Pop convention frame analysis

In lesson we all did a frame analysis for typical pop conventions, when analysing 'Telephone' by Lady Gaga and Beyonce. A convention can be defined as something which is typical or usually expected from something; in this case the pop genre. After having analysed 'Telephone', we went on to choose individual pop music videos, and took to analysing typical pop conventions through screenshots. I chose the music video for 'Waking up in Vegas' by  pop artist Katy Perry; I chose 6 still frames and analysed the pop conventions used within them. This activity will be helpful when conducting our music video, as we will know what conventions to incorporate into it, in order to make it typical.

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