Focus Group Results (Appendix 19)

We played our focus group our chosen track, and got them to write down anything that came into their heads related to the track.
- night time, street lighting was one response....
- another came up with 'the great binge' which we found quite interesting. So, we researched it.
'It is a term used by historians to describe a period from 1870 to 1914 when drugs were developed and widely consumed, alongside strong alcholic drinks. Which without todays prohibitions would be coonsidered excessive.'
The "binge" started in the 1860s, when Absinthe became popular in Europe. After the Franco-Prussian War, most French vines were destroyed by the phylloxera epidemic, destroying the supply of wine. This created an opening for the then new and unfamiliar drink.

other responses included ;
- clubbing
- friends
- drugs / overdose / tripping out
- eary voice

settings that were not asked for but were surprisiungly given were as follows:
- city / urban backdrop at night
- a club
- ibiza / kavos / magaluf
- house party
- a sports training session
- just pitch black... this final one we felt could be quite enigmatic and found the possible setting insightful as we hadnt thought of things like and intense training session for sport.
However, with the sporting idea it would be hard to tie in the line 'under the influence' which is repeated time after time. It may work well for an energy drink advert though!

By the time we had played it a second time, and shown the participants our mood boards...it was clear that our thoughts were on the same 'wavelength' to that of the rest of our target audience.

- street racing came up (our headlight idea)
- drugs came up over and over again...the name and the repeated tag line are hard to avoid, yet we feel as a group that any drug consumption my be very subtly touched upon if we are to include it in our video.
- alcohol was another reoccuring item on people's lists.
This, we feel could be a key part of our video's narrative. Alcohol combined with our character's binge drinkin behaviour could lead to many things, aiding in the completion of a four minute video.

We then asked our participants what music videos they have seen and liked. There were a mixed bag of genres, bands and artists...

- robbie williams (Rock DJ)
- adele (chasing pavements)
- chris brown (superhuman)
- chris brown (with you)
- aerosmith (don't wanna miss a thing)
- the script (the man who cant be moved)
- kardinal ft. akon (dangerous)

we then asked each person why they liked it.

Rock Dj :
- the 360 degree camera action
- he was my favourite artist when i was younger
- it portrays alot of his personality / attitude (cheeky chappy)
- the lion pants!

Chasing Pavements :
- like nothing seen before
- quite abstract, lying and moving with the camera facing down onto the pavement
- simply a great song
- quite a hard narrative to follow *negative*

Superhuman
- "Chris Brown and Keri Hilson's chemistry"
- Emotional song
- Lighting and texture of footage, (soft lighting, high exposure)
- "He's hot" (a female participant's p.o.v!)
- "Stylish"
- Well shot (keeps audience interested, and "i'd definately watch it again")

With you
- Jenny from the block like setting..."home town"..."boy next door type thing"
- "I love the way his jumper changes colour!"
- Smooth dance moves "I think he moonwalks!?"

Don't Wanna Miss A Thing
- "Just Amazing"
- "Bits from Armegeddon are in it and it's a fave of mine"

The man who can't be moved
- "The lyrics EXACTLY match the video" (visual and audio relationship)
- its a really sad song
- "it seems really real...like the news reporters"

Dangerous
- Classic R&B blingage on show
- "The girl is buff aswell as dangerous!"
- the collaboration is clear to see within the video
- "where its set looks nice and sunny"


We found this session really informative and we learned alot about how other people, both boys and girls perceive music videos and how we can adapt or collaborated ideas as a group to tap into the zeitgeist!