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After learning about how EDM songs are represented, we started to put forward what concept we wanted to show through our music video. We came up with 3 concepts in which Fatima and Iqra fused their ideas into one.They are as following:

•  Concept 1: First was to show sources of happiness for various people such as show what love means to different people of different ethical backgrounds and classes. Show friends, solitude, food and all other various aspects that make a person happy. Also the presence of intoxicants and travelling even making people forget there hurtful past. The small things in life basically!
• Concept 2: Arooj then put forward the idea of frienship. A friends reunion, a road trip, an escape from their busy lives and show a tension-free environment. It shows them how they support each other and their importance in each other’s life.
• Concept 3: I wanted to go for a different perspective. I wanted to show heart-break and flash back of a once successful, fun relationship. I wanted ti show how two people, a boy and a girl meet at a part or dinner as an escape from a normal busy routine and find each other with similar interests. The video will show the emotions and expressions more clearly and how it contributes in making each other fall in love

After discussing these with our teacher we confirmed the decision of choosing the first concept as it was portrayed a more clear concept of the song and would be a much better choice when keeping in mind the shooting of the visuals as well.

Fatima was responsible for making this presentation for the prominent artists of edm songs so she made slides on canva. I wasn’t able to embed them into my blog post so I have converted it into power point presentation and embedded it into the following.

After planning out our target audience with each other, we discussed it with our teacher whether it was rightly applicable or not on our genre.

After discussion we came to the conclusion that all the psychographics, behavioral and geographical factors were right on point bit as far as the demographics were concerned our age limit started from a bit to younger age so we change it from 16-30. Honestly it does look more sensible after we understand it more deeply with the other factors.

As this thing was done and over with, we were instructed to make make questionnaires for our target audience, just like last year, to understand their preferences. We need to find out what they like and look forward to in the edm songs.

We came up with this rough draft for the questionnaire:

Then we got it checked by the teacher, who made a few changes to the sentence structure and rejected two questions as they were too predictable and simple. After making the mistakes right Arooj made the questionnaire on Google Forms and she sent it in our Whatsapp group. We all contributed to take out mistakes and polish it more into a final one ready to be taken.

The survey:

My group and I chose EDM genre for our music videos. As we start our planning we had to choose a target audience for our song as it’s the factor that makes a product successful in the market. Now, EDM are also known as dance music, club music, or simply dance, is a broad range of percussive electronic music genres made largely for nightclubs, raves and festivals. It has a very strong beats with a higher bass as compared to other songs. Because of this reason we chose the age group of 13-25 as this age group is likely to enjoys fast loud beats and visit such places.

The song will be meant for both genders but after we found a research that said that 55% males and 45% females listen to edm songs so we still might do something more gender equal. The age group mentioned above is more likely to be hyper-active with a lot of social media usage, might pay more attention beats rather than music as whole and has a somewhat carefree attitude. Now this has age factor too,  but only the high class and a few middle class people have such an attitude and can afford the luxury for even buying an album or visit concerts and clubs.

The hyper-active and carefree attributes with us that our audience is probably going to be the aspirers who seek status and are materialistic oriented to image, fashion and appearance typically of course younger generation. Other than aspirers there are also going to be explorers who seek energy, individualism and discovery, again then being the younger people.

I hope all of these attributes are going to help us create something professional and successful.