Meeting Audience Needs In Editing

Before we begin editing our footage we shot last weekend, it is important for us to consider audience needs. This means that when we are editing, we need to know what the audience will connect with or appreciate from the video. Unorthodox follows the genre of Hip-Hop/Rap very closely; through the lyrics and through the mise-en-scene used in the video.

Due to the fact the song is very catchy and up-beat, it is important to maintain that tempo during the editing process so the audience don't get bored with watching our video. The video also has to have reference to the song lyrics and this is something James and I had to consider when shooting in London. We needed to capture scenes that would reflect the song lyrics and mood.

The song name 'Unorthodox' says it all. We planned to have fun with the performance side of the video, therefore not following a strict structure as to what Nick and I would be doing in each shot. A lot of the footage is of Nick and I messing around in various locations performing the song. We wanted to make ourselves stand out from the crowd to symbolise the song title.

This is what our target audience wants to see.

After reading essays and researching into Hip-Hop audiences it is clear that the Hip-Hop/Rap audience has widened in the last ten years. Ideally, people assume 'rappers' to be black males from deprived urban areas in the USA. This is a stereotype that is most definitely not the case anymore. We see artists such as Professor Green, Example, Devlin and Eminem being up in the spotlight weekly. These are not deprived black males from an urban area in the United States of America. These are artists who have talent and are passionate about music.

Personally, I think people naturally assume that anyone who listens to Hip-Hop/Rap is black and this is 100% not the case as I will prove in my focus group tomorrow.

I will conduct a focus group tomorrow during school with 3 people in the common room at school. I will show them the official video to Black and Yellow by Wiz Khalifa because it shares the same genre as Unorthodox. Then I will draw conclusions from what they think. I am going to question them on the representation of class/status in Black and Yellow. This will allow James and I to have this information at the ready before we begin editing our footage and therefore having a better understanding of our target audience for Unorthodox.