2. Research.pptx

Target Audience Profile
• My project is aimed for ages 16-24 that have an interest in photography,
advertising and marketing or videography. They are most likely drawn to my
project because it includes their own interests and is a expressed through a type
of media that is they are most influence by, social media. The photo and videos
are trying to attract teenagers that will show hobbies and interest that attract
them. On different social media platform like Instagram, snapchat, Pinterest,
Facebook and TikTok, the purpose of them in to upload and share media content
in the forms of photos and videos to keep up to date with peoples latest's,
whether it is celebrities, friends or family. My work falls into the type of media
that this generation like to follow as well as the purpose of it. My main aim is to
attract gen z which allows me to make my project purpose to necessarily have to
market or advertise anything, as long as the content created is engaging and
inclusive. I don’t believe my target audience follow a specific social class however
it mostly likely fall into c1, the lower middle class. The lower middle class take up
the majority of the population therefore making them most likely to be attracted
to my project. I also believe my project will not be fall into a specific
geodemographic as my project can be branded towards people that live
anywhere. Photography is most popular in places like Russia and China, however
portrait photography is most popular globally as it is constantly in demand for
families and couples.

Target audience
• My target audience for concert photography is directed at the audience
depending on the artist. During my production I know I will be
photographing pop artists, indie artists and indie rock artists. My target
audience differs for each genre making my audience a wide range of
people. My main audience would be age 16- 35 as they are the group of
people that are most likely to listen to pop alternative and rock music
compared to the older generation. This is proven in the graph shown of
which age groups are interested in specific types of music. The next graph
shows which age group would be most likely to attend a concert which is in
the same age group as my target audience.

Audience Research
• A problem I am having by looking into portrait
photography is that a lot of people believe
that using your mobile phone will be better
quality than paying a hired photographer with
a camera. It is more likely that my audience
would choose to take their own photos rather
than purchase a high quality camera. This is
proven in the grey area of this pie chart.

Market Research
Existing Products

• Music photography is a form of photojournalism that documents
and captures music and performances. The purpose of music
photography is to provide visual content for the media, artists, fans,
bands to be able to market with which can get more attention and
use to widen their audience. A music photographers goal is take
photos of those key moments within events and document the
memories created there. There are different types of atmospheres
that can be captured with photos. For example, local music gigs,
music festivals, arena events etc. Different venues can create
different types of photos which will appeal to different target
audiences. Good ways in drawing the target audience to the
musicians is shooting photos that accurately represents the
aesthetic of the musician. Fans connect with visual identity just as
much as they do with sonic identity, that’s why its important for
photographers to capture the artists personality and atmosphere
they create so that they are branded authentically.
Context and Purpose – Concert
photography

Context and purpose – portrait
photography
• Portrait photography is a photo that captures a person or group using
different aspects to enhance the photo and the persons personality.
In portrait photography background, lighting and posing are
incredibly important when taking the photo so that it can appear
both natural and staged. Having a good background can bring
different elements to the photos and show more personality to the
model however it is key that the background does not steer away
from the main focus of the photo which is the subject. In portrait
photography, using studio lighting can give a brightly lit photo and
using daylight lighting can give a natural light photo. Planning is
necessary for using both types of lighting as it show the types of
photo you want to take. A portrait photographer target audience
varies of the type of portrait they take. A street portrait
photographer would have a different target audience to beauty
portraits. In my research I want to focus on portraits that can be used
for personal use like events and special occasions, and for market
purposes that can advertise a branding style. Both of these styles
work in a professional manner which can make the targeted
audience have similarities.

Existing Product – portraits
With my own portrait photography, I want to have a range of
locations to show the range of natural lights in different times of
day. I want to focus of golden lighting as I think it looks most
aesthetically pleasing and have it with colors that either contrast
or match. Another thing about shooting in golden lighting is the
use of shadows to darken and hide things within the photo. I
want my models to show confidence with strong poses, eye
contact with the camera (if necessary) and to have neutral tones
so have makeup just to enhance features an occasionally have a
pop of color. With these type of portrait photos, I want to show
the simplicity of a photo with neutral tones and simple
backgrounds. I want the audience long at my photos looking at
how simple a photo can look without effects and filters. This
photographer edits his photos on photoshop and lightroom to
achieve the golden look without saturating the photos too much.
Green standing
out as a
prominent color
against the neutral
background
Golden lighting,
strong eye
contact, pose,
neutral
background.
On Location:
Different
locations
allow
different
lighting and
props to be
used and creates a more
natural element to the
portraits. In a public setting,
the lighting used is less likely
to be forced and more likely
to be natural. This photo is
naturally edited which
allows some colours to stand
out against others.

Existing Product
When looking at existing products, I want to look at similar
music artists that I will be photographing myself, the genre
of music links with the types of photos I will be capturing.
This photo of focuses on the artist, the lighting and the
editing later in post production. The music that is being
advertised here is alternative indie which is performed by
bands and artists that are outside the mainstream sound of
music. This means their target audience is always adapting
and changing to fit the sound of specifics bands/artists.
In this photo, the camera focuses on the artist playing the
instrument. I think with concert photographers that shoot
alternative indie groups need to be able to turn a basic
situation into an eye catching photo but also making sure
that they represent the aesthetic appropriately. The look of
the artist is very important to the audience so shooting the
clothes, lighting, types of instruments, facial expressions etc.
will help contribute.
Alt/indie
Aesthetic qualities:
• Fashion
• Black and white photo
• Electric guitar being
shown
• The angle and lighting
covering aspects of the
face.

Existing products
I think the main thing I want to focus on the lighting
of the photos and what colours I can get out of
them. Concerts are a great way for lighting to reflect
a mood of the artist and energy the artist has
created in the room. I want to capture images that
include all of the band and the chemistry they have
on stage. It is really important for me to get pictures
of the artist in the middle of performing as then it is
natural and not staged. This will help capture the
natural reactions happening in the room and the
atmosphere. Pop artists, like this existing product,
target audience need to see visuals that are familiar
to them as pop music is the typically the most
popular genre music. The music is usually performed
to the younger generation (age 16-25) and helps
discover identity. Artists that are generically pretty
by societies standards usually thrive in this genre as
the visual aspect to their music plays a huge role in
attracting fans. In this existing product, they use a
wide angle lens, includes the electronic instrument
and shows the artist.
Pop
Aesthetic qualities:
• Wide angle lens
• Uses of blue
lighting setting the
mood
• Shows electronic
instrument
• Low angle

Existing products – studio portraits
When researching portrait photographer, something I have to
be able to do is take simplistic photos against a plain backdrop.
However I would want to make it more interesting that just a
straight on photo against a white background. I want to capture
different poses and different close up shots (e.g. full body
shots, medium close ups, close ups). To make the images more
interesting I want my the models to wear bright vibrant clothes
or clothing that stands out. I also want to be able to experiment
with my editing and figure out my own editing style. When
researching, I notice I preferred the images that were taken in
studio lighting rather then natural light, however I want to do both
as I can see that differences and get a preference for my own. I
think its important to have a range of models to achieve different
looks and include inclusivity which will help appeal to my targeted
audience. In my research I noticed that studio photography is most
likely used for two different reasons. One being for personal use,
like family and friend portraits to be used as decoration. The second
purpose being to advertisement purposes, whether being a person
or clothing, beauty, promoting etc. While I do want to show that I
will be able to do reason one in my own work, the second purpose
is what I more likely want to look at for my future.

Existing Product – studio portraits
Projector used to give red
lighting which sets a basic
tone for the shoot
Powerful pose with
camera at a downwards
angle to intimidate.
I also want to try studio portraits where I can experiment with lighting, effects
and poses. When looking at studio portraits, I looked at ways to get different
lightings and colors. I found it common to use projectors or LED with a certain
poses to achieve different moods a tones. This is a way to make studio
photography more interesting and add some color to something that started
plain. I feel like that these would go well with the concert photos and in the
future would be used to market singles/eps/albums etc. I also get to have a
range of props and editing styles when working with these lighting and different
projections. This would be to try broaden my ability to work with different
aspects and reach out to different a different target audience than I would if I
was for family friends portraits.

Existing Product – A MESSAGE FROM MCLAREN,
FEARLESSLY FORWARD
With this existing product, I really like the colour theme and the shots used to portray a
certain message and view. The music to go along with also fits perfectly with the images used
in the product. This production is very serious and uses natural dull colours to which is
something that I want to portray. The natural colours are created by the clothing, nature and
the lighting uses. The production filmed during early morning or late evening which created
minimal lighting. The music to go along with the video and the quick editing makes the video
build a lot of tension and creates suspense to get a result ending of calm and serene. This
keeps the audience entertained and engaged resulting the audience wanting the audience to
keep interacting with the McLaren branding. Pop of colour to contrast
against the neutral colours.
Neutral colours, calm,
relaxed
Black and white
colour overlay
to create
seriousness.
Colour of clothing
contributing to the dull colours

Research Analysis
• What common features do the researched products
have?
– I have focused on the lighting and what sort of photos I have
wanted to produce myself. I have looked at what types of
poses my models to do and the types of shots I want to
create. Overall I have more knowledge on the types of
features I want to show in my own work and have gathered a
better understanding of what will look good and what would
not. I has helped me what features for my target audience.
• What aspects of the research will you include within
your on work?
– I want to include the color schemes and the lighting styles I
have looked at as well as some props that appear in photos.

Purpose of public survey
• Having a public survey to answer specific
question helps me narrow down what my target
audience are going to want to see and draw
attention to. It will give me a good perspective
from anonymous people that wont have any bias
opinion.
• The questions will be what they like to look for in
concert photography as that is the subject I am
struggling the most with to gather what they
want to see most.

Audience research – survey results
• My survey received 28 results however due to survey monkeys updates, I
can only view 10 of my results which has made the results less useful for
me. I will be analysing the 10 responses I do have as some research is
better than none.
• My starting question was gender which I will not be analysing as I now feel
like it is useless to me due to the ten responses that did come back are
majority female and the rest non binary. If I had results that came back
with where the gender was spread out which I know would have been
throughout the 28 responses then I would have taken gender into
consideration as it shows me which genders prefer what sort of products.
This has sort of compromised the rest of my results as I have no results
from people identifying as a male.
• My next question was age. This
Narrowed down my target audience to
age 16-19 which showed me what
maturity level my work will go out to it
also shows who is most likely to attend
these sort of events.

• For q3 I asked why people look at concert photography and got a mixed answer in return. Everything I
mentioned as a possible answer was what half of the group wanted to see when looking at photos from
the event which are photos I am able to achieve myself. My main focus will be on the artists and the
musicians and that is wheat the second most common answer was and seems most relevant to my
targeted audience. It seem like people just wanted to focus of the centre stage as if they are apart of the
crowd.
• My 4th question was what types of shots did people want to see as this was something I am still
unsure with taking and unsure with what my target audience want. There were 2 results that the
majority of people voted which was the artist In there element playing the instruments and the
artist interacting with crowd. As someone in this age group I can completely understand why
people want to see the artist interacted with the crowd as you get to see peoples reactions and get
different angles and different point of views of the band playing. When people go to concerts there
main thing they go to see is to see the artist in their element playing an instrument so this is
something I will focus on in my own work

• Question 5 was is one of the most useful questions I have gotten out of the
survey. The question asks ‘what sort of concert photos do you gravitate
most to?’ this is going to tell me what people want most from my post
production stages and what people would most likely look at when I'm
experimenting with editing. When deciding my project, one thing I was
excited for was my editing process so seeing what people would enjoy
looking at is useful to me so I can get an idea of what would attracted them.
Question 6 asks what sort of shots people
like to see in concert photography. This
question will come in very useful to me
as It lets me know how close I need to be
to the artist to achieve the types of shots
they want me to. I will help with planning
and preparation. It also helps me know
what parts of the body to focus on when
taking pictures of the artist. I now know
that people don’t want to see wide angle
photos and far away shots that’s include
the audience and artist. I will stay away
from those two types of shots and focus
on full body shots and medium close ups.

• Question 7 merges my two subjects of portrait photography and concert
photography. When doing audience research I learned that people use
photography to advertise and market products and promote. I decide if I could use
my project to promotes music, what would people look for. That why I chose to ask
‘what sort of photography do you gravitate out when promoting an artist or new
music’. The results showed a studio photo or a photo of the artist playing an
instrument. These are two things I could link together as I am doing studio portrait
photography and artist photography.
• My final question was asked about a
length of a showreel. When
researching, there was a range of how
long a showreel would be so asking
this question was necessary to see
how long the ideal showreel length
would be to my target audience. The
results coming back as 1-2 minutes
confirms that its better to be higher
quality and shorter than longer and
bad quality. I want to keep my
audience as intrigued as possible when
watching the show reel and keeping it
short seems to be the way of doing
that for this audience.

In person Interview 1 – faith Ajaib, 17
• What do most like about concert photos and why?
• “I always like looking at the performer. It who I am there to see and who I
want to remember when coming away from the concert. I want to
remember the things they did on stage at certain moments so when I
listen to them after words, I remember them. Getting photos of those
moments just help me remember it happening.”
• What is something you never like to see in concert photos?
• “Well I obviously don’t want to see the back of people heads or a bad view
of the artist. I think getting a good spot is key so when I see a photo that’s
really zoomed in and pixelated, it can show how crowed the room can
get.”
• Is concert photos something that you look at often and if so how often?
• “I am someone that goes to lots of concerts with my friends so I tend to go
onto social media after my show to see what the artist has said. I think its
not something that everyone my age does though but because I go to
them in often, I look at them often.”

Interview 1
• Observation: this person was someone that attended a lot
of events so therefore had lots of knowledge on the subject
as I'm aware that not everyone will. The product appeals to
the interviewee as they said they go onto social media after
to look at photos from the artist which is something I want
to be aware of as I now know they use social media as
there main platform to see the artists photos. I think asking
these questions to someone I know is more trustworthy
than an anonymous survey as the answers were in more
detail and explained the reasoning for each question rather
than speculating. I feel like I will take into consideration of
what to stay away from in my work as now I'm more aware
of it.

Interview 2 - Olivia Winfield, 17
• What do most like about concert photos and why?
• “I like knowing what to expect before I go. I want to see the venue size and
capacity and also how big the stage is. It gives me a chance to see how
early I need to get there. I then just like seeing photos of the artists and
the crowd having a good time.”
• What is something you never like to see in concert photos?
• “I personally don’t like black and white photos as I like to look at how
bright concerts can be and the big performance the artist put on. I feel like
black and white can dull that effect. I like black and white if it’s a really
good quality photo but I've rarely seen that as the performers are always
moving.”
• Is concert photos something that you look at often and if so how often?
• “I don’t go to concert too often, may like once or twice a year but I do like
to look at photos from my specific show as then I can say “I went to that
one”. I also follow my favourite artists on social media so I mainly look at
how there tour is doing and where they are now but other than that I
don’t look particularly often.”

Interview 2
• Observation: person twos answers were very
different to person one however I still felt like it
was relevant. I wanted to experiment with black
and white images and now I have some things
that I should avoid when editing. I noticed how
both of them said they check social media to see
check with the artist where they are. I think that
is a reason why my work applies to my target
audience, because it gets shared through social
media.

Bibliography
1. Isy Townsend, (2018). Isy townsend Available: https://www.isytownsend.uk/. Last
accessed 20th march 2022
2. Statista, (2018) favourite music genres among consumers in the united states as of
July 2018, by age group (march 2022)
3. Henrik, ringner (2018) Henrik ringner Available: https://henrikringner.com/. Last
accessed march 2022
4. Brennan, Luke. (unknown). What is music photography and Why is it important?.
Available: https://lukebrennan.co.uk/what-is-music-photography-and-why-is-it-
important/ . Last accessed march 2022
5. Torres, Nate (5th dec 2019. What is portrait photography? The importance of
portraits . Available: https://photofocus.com/photography/what-is-portrait-
photography-the-importance-of-portraits/ . Last accessed march 2022

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