For the production of my music video, before I began my pre-production I conducted plant of research to further my understanding on the regular conventions used within the videos but also what music video viewers wanted to gain from viewing the video. The first part of the research I conducted was taking notes from the powerpoint that my teacher showed us during class. After one lesson I got a clear understanding of two theorists who base there theories on conventions within music videos, Andrew Goodwin and Carol Vernallis. I then typed up this research onto my blogger account and began to add to it using secondary sources such as other webpages and books. I felt that the most useful information I collected was from SlideShare Presentations, however it is well known anyone can create and upload these, so I decided to cross-check the findings with other SlideShare accounts as well as blog posts, articles etc and it seemed to me that the information was accurate.
Although I am a regular viewer of music videos, previously I have viewed them passively and not really paid much attention to notice regular conventions. However after researching into Goodwin and Vernallis I viewed many music videos and applied their theories to my own analysis of multiple videos. This increased my knowledge of music video conventions so that when It came to producing my own video, I knew exactly what conventions featured in certain genres. For example, I produced a music video for the Alternative genre, common conventions include the video cutting in time with the music, close ups etc.
To gain further research into what audiences wanted from their music video viewing experience, I conducted an online survey via 'Survey Monkey' https://www.surveymonkey.co.uk/r/9VG9RJ7 .
Producing this survey made me feel like I would collect more research and build up more of an understanding before I went away and produced a music video of my own. From answering online surveys before, I know how long and dull they can be so I have tried to capture as much information as I can from people in only 5 questions. I did find some of the answers interesting, particularly the
'What is your favourite genre of music?' question as 'Dance' came back as the highest percentage of votes, the genre I am producing a music video for. In that respect the survey was useful although there were a few insensible answers, which f course is always a risk of running online surveys.Focus Group
After gathering more information through my analysis of five music videos, some new and old, along with my online survey, I had a much clearer idea on what you can typically expect to find In music videos and what viewers can expect to see when they watch the ideas. However I wanted to listen to other ideas my fellow HNC Creative Media Production students had. Focus Groups allowed me to gain data and information from a primary source which would then further my knowledge on music videos.
Conclusion
After I gathered all of my results together, I realized that for the production work I was creating, I hadn't really gathered qualitative findings that would help me to produce my own music video. The results I collected can definitely be seen as unreliable. The focus group I carried out with my fellow HNC students did provide me with some ideas and knowledge in the form of primary results, however it was indeed all opinion based. The online survey I sent out was disappointing in terms of how successful my finding turned out to be. I sent out my survey online via social media sites such as Facebook and Twitter, however may of the answers were not serious and were of no help in the production of my music video. Therefore the most useful research I carried out before producing a music video of my own was actively viewing a variety of music videos and studying notes from renowned theorists Goodwin and Vernallis. From viewing videos I could visually see for myself what the regular conventions were in a music video and how I could produce a professional looking music video of my own. The notes I had taken from lessons and online on the work of Goodwin and Vernallis meant that I could then take my own findings and compare them to the findings of renowned theorists such as Goodwin to discover for example, the most common conventions in music videos.
Improvements I would make In The Future:
-Record the audio from the Focus Group to use for evidence
-Collect a wider range of books and online sources to further my research
-Replace the questionnaire with a different form of research.
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