Mood Board

Genre and Iconography

James Blake is influenced by many styles of music, therefore making his genre ambiguous. It ranges from hip-hop, soul, R & B to electronica and post dub-step.  The song chosen, "Take A Fall For Me" embraces the slight essence of hip hop because it has the rapper RZA on the song it and is rather soulful

Iconography- Due to the ambiguity of his genre, it is unlikely for our music video to follow any conventions and particular iconographies of hip hop, electronic music and soul. Instead, the visual arts and symbolic representation of the music video is dependent on the content of the song and the mood it provides for its listeners. Therefore letting the concept of the song to be amplified artistically and allowing the creation of a distinctive and unconventional video which would appeal to the aimed demographic of young adults.

Target Demographic/psychographic

James Blake – Take a Fall for me (featuring The RZA)

Target Audience Demographic

James Blake is an artist who has both mass and niche appeal. His songs have been used in adverts, and he’s a recognisable part of mainstream music, with his album reaching #8 on the UK Album charts and #32 on the US Billboard 100 (source; Wikipedia). That being said, while his music itself has a broad appeal, not that many of the people who know it would be considered fans. The people who would go out of their way to watch a James Blake music video (what we’re working on) are going to form the target audience of the music video which we’ll produce.

Demographic

Age; James Blake’s music offers a level of subtlety and artiness which doesn’t necessarily appeal to the younger side of teenagers, so really the age of our audience would be 16 and upwards. Since he’s an artist who has built his career almost entirely from internet success (pitchfork, being shared on /mu/, etc.), it’s unlikely that older adults (those above 35/40ish) would be very familiar with his work. The target age range therefore would likely be from 16-30, the songs aren’t particularly aggressive so I think they would resonate more with a mature audience.

Social Class; I think that James Blake primarily appeals to people from Middle, Lower Middle and Skilled working class backgrounds. His fans are generally quite in touch with the arts, come from a fairly well off home, and tend to be quite intellectual. Not to say that working class people are stupid, but they probably won’t care much for slow, broody, electronic music.

Sexuality; All encompassing, but there would probably an disproportionately high amount of openly LGBT people in the fan base, as he tends to appeal to the middle class, bohemian, primarily white, politically left-leaning.

Gender; Will likely be quite an even split, but may lean slightly towards males. A lot of the themes and ideas that James Blake discusses tend to be from a male perspective, and men will probably find them easier to connect to.

Ethnicity; Will likely be primarily white, but overall diverse in terms of ethnic backgrounds.

Psychographic

-Likely to be of a left wing belief
-Against sexual objectification of women, likely to hold a feminist viewpoint
-Involved with the arts and passionate about them
-Likely to be considered social outsiders
-Tend to enjoy things which are subversive or edgy
-Pro-DIY, low-budget, independent

The song we're using; Take A Fall For Me by James Blake (featuring The RZA)