Survey Monkey Research

https://www.surveymonkey.co.uk/r/S362RRD

Britpop Styles

Kangol bucket hats

Nothing says 90s like a Kangol-branded hat. A favourite of fishermen, Hunter S Thompson, Elton John and LL Cool J alike, bucket hats became a big part of the late-80s 'Madchester' era thanks to the Stone Roses and stuck around as a Britpop staple. 

From looking at the different Britpop styles and trends. As a group we've realised that a common trend that Oasis used throughout the 90's was wearing bucket hats. Therefore, it is important for us as a group to replicate this common trend in our final music video, as it will help create a professional video.

Parkas

Popularised by scooter-riding mods in the 60s, the funnel-neck parka had become a pivotal part of the Britpop aesthetic by the 90s. Oasis’ Liam and Noel Gallagher defined the look, swearing at paparazzi and sweating under stage lights in Stone Island’s hooded khaki coats zipped up to their chins, while on the dancefloors, fans adorned their coats with patches and badges to show their scene allegiance. 

From our research, as a group we've realised that Britpop successful bands wear Parka jackets/coats from many expensive brands. For example, Stone island and Burberry. It is extremely important, that we replicate this style throughout our music video. This is because Britpop bands like Oasis have worn Parka coats throughout their music videos/ concerts.

Levi's

Before we discovered our addiction to skinny jeans (which took hold at the beginning of the Noughties), there was boot-cut denim - which is just what Britpop girls wore. And if it wasn't boot-cut, it was baggy and scruffy - a look that came to define the era.

It is important that we replicate this as a group, in our final music video. This is because wearing Levi jeans was a common Britpop trend in the 90's. Therefore, if we didn't copy the trend, our music video would look unprofessional and irrelevant. By Oasis wearing Levi jeans it suggests that their trying to create a casual look.

Burberry Brit

If it wasn't a polo shirt, it was a checked shirt. In fact, it was pretty much a prerequisite to have both - they were the hallmarks of the Blur and Oasis wardrobe.

As a group, we realised that many successful Britpop bands wear the common trend of  Burberry polo shirts. Therefore, this suggests that its extremely important to wear polo shirts in Britpop music videos because helps convey the genre of the music video tot the audience. Which means, in our final music video we should replicate this common style, as it will help improve the quality of the music video.

Target Audience Research

Demographics 
The target audience of Britpop is varied. People in their late 20's and early 30's, who were young people at the time of Britpop's domination, are probably the main audience interested in the genre. 

Also our target audience of our music video consists of people from lower/middle class backgrounds. The narrative used in our music video are based on real life stories. For example, relationship problems. The characters which we intend to use are from a lower class backgrounds. This will allow the audience to relate to the characters.

As a group, we've decided that our target audience should be aimed at the age of 16-30 years. This is because the character that we're going to use is going to be a similar age, therefore we'll be able to relate real life situations in the music video. For example, relationship problems and family problems. The music video will be inappropriate for people under the age of 16. As a result of mentions about alcohol and drugs. But also, children won't be able to understand the narrative throughout the music video.

Our music video will be mainly targeted at a male audience. This is because in the past the majority of the Britpop audience have been male, however there are definitely going to be females that like the Britpop genre just as much because the numbers are growing for female listeners. Therefore, we will need to create a music video that will appeal to both males and females.

Uses and Gratifications
During our music video, we're going to use a variety of uses and gratifications to help engage our target audience. For example, during our narrative we're going to relate to older teenage boys real life situations, for instance love problems. This will help engage our audience because they'll be able to relate to themselves in different ways. Also, the costumes which the band members are wearing in our music video will also relate to our audience. For example, some members are going to wear parka coats and denim jeans. Therefore, the audience will feel apart them.

Psychographics 

People that like the Britpop genre often have certain character traits that come in hand with this.

Our target audience are likely to:

• Go to festivals, Gigs often
• Shop at ASOS, Topman,Topshop, RiverIsland
• Has a thriving social life
• Listen to music all the time
• Play an instrument
• Audience is likely to have views on politics 

Target Audience Profile

Name: Mikolaj Mars

Age:18
Class: Middle
Ethnicity: White Polish
Education: Currently studying Business, Physics and Computer science at A level
Hobbies:
Enjoys hanging out with friends and family
Listens to music often
Watches Manchester United home and away
Attends concerts and gigs

Music Video Analysis - Oasis 'Wonderwall'

Wonderwall - Oasis





The first shot we see is a long, establishing shot, looking through a jagged edged frame – e.g. cardboard box. As this is the opening shot, the mise en scene featured helps to establish the nature and genre of the video by the connotations portrayed by the make-up of the shot. This includes technical aspects, which help to overview the songs attitude and meaning, thus connoting simplistic style with its audience. In this case, the shot is shown to connote a rugged, classic and original style which is later shown to match with the genre of music.

Throughout the music video, they use a variety of shot types and angles. For example, this use medium close-up shots of the performing band. This helps establish to the audience all the members of the bad involved in the music video. By including, a medium close-up shot of the performing band, it implies to us that we need to replicate this in our music video, as it is important convention of the Britpop genre.

Apart from the sound of footstep, the video begins from silent. This helps to draw attention onto the character on the screen by helping to establish a point of interest though the use of audio. Again this untouched style helps to build its opening influence, by helping the audience identify the style and nature of the video.

The lighting has been edited to look over exposed, with a high level of gamma. This helps to make the video stand out by mixing redundancy with entropy, helping to give its own identity by amplifying technical opposites. In this case we can see that the actor on stage looks far more pin-pointed than and relative to the song than it would without this effect. This results in the viewers attention being attracted.

Furthermore, they use fast past cuts to help create continuity throughout their music video. It is important that we replicate this in our music video as it will help make our music video look professional. Also by including fast paced cuts, it helps convey a storyline. Therefore, they can include Todorov's theory of an equilibrium throughout the music video. It is extremely important that we replicate this as it will engage audiences to watch the video.

The cuts also switch on the beat of the music. This gives an alternate, post productive feel to the video; by the way the video is built upon an informal structure. This helps connote the genre and style of the band by the way the camerawork and editing seems unprofessional, when truly these effects are purposeful. This technique is therefore used to gain recognition with its audience by reflecting connotations between the video and the band e.g. (Video doesn’t follow the rules of camera work – band is unruly).

Mise-en-scene – As mentioned before, the decision set the scene within a rather emotionless warehouse, and to litter the set with rather simplistic household objects (chairs; dart board) creates an intentional blandness that accentuates the geometry of each object, conveying a meaning that the interior message of the song is simple and bare to the observing audience.

From looking back at this music video, the narrative is nonlinear. This is because there's no narrative story line in the music video to support the lyrics. Instead oasis have used a lot of performance shots to help establish to the audience all the band members and what their purposes are. It is important that we replicate a variety of performance shots because it's a common convention in Britpop music videos. Therefore, by including this our music video will look professional.

Britpop Moodboard - Genre

Costumes/Trends
By putting this moodboard together, it has allowed me to gain knowledge of what the performance bands look like and what costumes they wear. As you can see in the black and white picture of Oasis, you can see that Liam Gallagher is wearing a Parka coat. This connotes to the audience that they originate from a lower class background, as you would associate people wearing parka coats in 90's as lower class. Furthermore, as you look at the picture of Oasis, you can see that there's a common trend of hairstyles (long hair). This trend went viral because anything associated with Oasis was deemed as cool. Therefore, audiences copied these trends to make them feel apart of Oasis.

Font/Colours As you look at the Stone Roses poster. You can see that they use an established font, which suggests how original the band is. Also this is one convention of the Britpop genre. By including the Union Jack behind the moodboard, it suggests where Britpop was originated from. In many successful Britpop music videos, for example the guitars in their music videos are the colours of the union Jack. Therefore, when performing the music video we'll replicate this by including a guitar with union jack stickers on  it. Furthermore, you can see that the main background colours used in the picture of Oasis is Black and White. This suggests that Oasis try create an original old theme to their music videos. 

Symbolic codes/Semantic codes
By looking at the picture of all the band members from Oasis, they create symbolic codes to the audience. For example, Liam Gallagher is standing with his shoulders back and his head up. This portrays to the audience that the band has come from a lower class/middle class background as he's standing like he's part of a gang. Furthermore, by looking at this moodboard, I realised that they've included a variety of semantic codes. For example, the use of the colours black and white in the picture of Oasis establishes them as having a lower class upbringing. Also the light employed on Oasis is low key lighting, which establishes them as a group as important. This is because the lighting is focused on the band and nothing else in the background.

Lyrics Analysis - Wonderwall

The overall meaning of the lyrics is  about love. This is because there are many words suggesting this. For example, the overuse of the words ' I, me, my' by using these words it suggests sense of wanting to be together with someone. Additionally, the use of the word 'heart' helps suggest that the song is about love. By using the word 'heart' it has many connation's associated with love. Therefore, this helps suggests that the lyrics behind the song is about Noel Gallagher fancying someone. 

As a group, we've decided to include a girl character in our narrative to help support the meaning behind the lyrics of the song. The girl will feature in many shots of her walking past with a bunch of flowers in her hands. This will support the lyrics because the woman that Noel Gallagher fancies, doesn't know about it. Therefore, by showing the girl character walking past the camera will help show to the audience that the girl has no clue.

Also, we've realised that the lyrics are linked to Barthes' codes. For example, including enigma codes throughout the music video. This is extremely important to feature enigma in a music video, as it helps engage the audience to watch throughout the music video, due to the audience trying to find out the story of the music video. As a group, we've decided to replicate this in our music video. Therefore, our music video will link to our genre because including enigma in a music video,is on of the key conventions of the Britpop genre.