Target Audiences

The target audience of a music video really depends entirely on the piece of music that it is going with. A bright, vibrant video about teddy bears usually wouldn't go with a piece of death metal for example. This means we have to draw the tone and style of the music video from our choice of song. This can be a challenge for a team because of how subjective some aspects of translating tone from music into visuals can be. Different members of the team with have different ideas about what should be done. Compromises need to be found while at the same time not compromising the quality of the final product. 

Our song has a rather unique tone, this makes any attempt to classify a target audience that would enjoy it rather difficult. Target audiences also rely on using stereotypes which may not be accurate for everyone. In our case, Far Away has a slower, sad tone. To reflect this we want the music video to be slower and sad as well. 

To find our target audience we can look at other artists TA and use them to try and pinpoint ours. For example, Justin Bieber' TA is 12 -18 year old girls. His style of music is completely different to ours so we can pretty safely assume that our TA will not be 12 - 18 year old girls. When looking at similar artists i.e. Jamie Lidell and ashtar command  we can see that their TAs are the 16 - 30 range with an equal mix of male and female listeners. I think that our music video and song will fit perfectly into that same TA. 

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Artist Research

Jose Gabriel Gonzalez was born July 31 1978 in Gothenburg Sweden. He described growing up in a very small town of no more than half a million people. Gonzalez grew up listening to Latin folk and pop music, and has named Cuban singer-songwriter Silvio Rodriguez as a favourite artist. He said the first concert he went to was "The Wailers. I got their autographs and everything. I was about 12 or so. At the time my favourite music was Bob Marley and Micheal Jackson."

He played as a guitarist in a few different bands before getting picked up by the then fledgling label Imperial Records of whom Jose was their first official artist. He released his first album in October 2003 entitled 'Veneer'. He made the album while studying for a PhD in Biochemistry at the university of Gothenburg, which he has not completed since his music career has taken off. 

Gonzalez' trademark sound is soft solo vocals accompanied by a solo classical guitar. 

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About the Song

Far away is a song with a rather simple meaning that I feel was easy to find without being heavy handed in giving its message across. It's message is that no matter how much you try, goals are still far away. Hence the title of the song. No real goal is given in the lyrics, giving the message more of a general meaning. 

The only instrument that is used is acoustic guitar. This, accompanied by the slow tempo and sombre melody, gives the song a very lonely, sad tone. I think that the video should mirror this. We could achieve an effective mirroring of the tone of the song by simply showing loneliness and no real sense of direction in the main character.

There is a long instrumental section towards the end of the song. I think this will be a very important part of the song for us to get right.  Since there are no lyrics in this part the main focus of the audience will be what is on the screen. We will have to use this section to effectively give off the correct tone of the song. 

     

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