Musicorum is a social experiment brought to you in a reaction video style, it aims at throwing the questions below and more to a diverse range of people hailing from different racial and cultural backgrounds. The idea is to study their response and prove/disprove if music is indeed a universal language. In order to achieve this idea, we as part of the Musicorum experiment have put together a group of 10 to 15 volunteers who will be made to listen to two separate music tracks and based on their listening experience, we will get them talking to explore if some/most of their answers are similar or different:
1. Which ceremony would this song be played in (in your culture)?
2. If this music were an animal, what animal would it be?
3. Did this track remind you of a particular incident from your culture?
4. What do you think is the mood/tone of this song?
5.What kind of food did this song remind you of?
6. Did the music take you back to a particular time/place? When and where?
7. Based on this experience, do you think this music can blend in with your culture?
The experiment is aimed to be shot over a day against a green mat, to help give us the flexibility to experiment with the texture of the final output. The soundtrack used for this experiment is copyright free. The whole idea behind this is to give people a fun mashup of different cultures, using a common connector: Music. Hence, the project is aptly titled: MUSICORUM
"Music is the greatest communication in the world. Even if people don't understand the language that you're singing in, they still know good music when they hear it"- Lou Rawls
SYNOPSIS
RESEARCH
All these videos here reflect the tone, style and palette of our intended video under the Musicorum project.
While our project might not be entirely similar to the ones we see here, they will stylistically resemble these videos in the way in which we shoot and present them.
Also of huge help are debates online on the topic: 'Is Music a Universal language'
All of this material has informed our choice, style and influenced our intended template for presenting this project. They have also influenced the framing of our questions for the purpose of this exercise.
Bibliography
BuzzFeedVideo. (2017). People Try Indian Street Food. [Online Video]. 4 April 2017. Available from: https://www.youtube.com/watch?v=EnPzb4BXcZ4. [Accessed: 11 April 2017].
BuzzFeedVideo. (2016). Americans Watch Coke Studio For The First Time. [Online Video]. 26 January 2016. Available from: https://www.youtube.com/watch?v=BY3v6zkuCHo. [Accessed: 11 April 2017].
debate.org. 2017. Is music a universal language?. [ONLINE]Availableat: http://www.debate.org/opinions/is-music-a-universal-language. [Accessed 11 April 2017].
Fomo Daily. (2017). "Kar Gayi Chull" from Kapoor & Sons • Great Expectations. [Online Video]. 4 April 2017. Available from: https://www.youtube.com/watch?v=r_AiqwrvlVU. [Accessed: 11 April 2017].
Fomo Daily. (2016). For The Win: Cristiano Ronaldo vs Leo Messi. [Online Video]. 22 June 2016. Available from: https://www.youtube.com/watch?v=rJXwrZkx8L4. [Accessed: 11 April 2017].
Korlaar, C.V., 2012. Know your target audience: 10 questions to ask. Know your target audience: 10 questions to ask, [Online]. -, -. Available at: https://topnonprofits.com/know-your-target-audience-questions/ [Accessed 11 April 2017].
Target Audience
Regarding the target audience, it is clear that if we want to please everyone, we will end up appreciated by nobody. So it is vital to specify our focus group. Based on Van Korlaar (2012), we considered three fundamental questions and tried to properly answer them to clarify our target people:
1. What is the desired action of you target audience?
We are not going to monetize this project so all we want is watching our work and maybe share it within their own social media networks.
2. What demographic groups are most likely to take the desired action?
Age Group: 15-35
We assume young people would be more interested in reaction videos because it is a new form of video sketches and they are also more active on social media platforms.
Gender: both
Location: Since the language spoken in our footage is English and music are chosen from eastern and Asian cultures, our project may be more gripping for people from English-speaking countries.
Income Level: People from Middle Class, whose mind is not preoccupied with financial urgencies and have time to spend for entertainment and cultural products.
Education Level: We think people with some university degree will be more interested in these kinds of university-based group projects and also because of their wider understand of cultural diversity they may be more interested in out theme.
Occupation: Mostly students.
3. What media do they currently use?
Our target audience are people who are online for most of their free time, so they may use online movie streaming platforms like Netflix and of course, they use several social media outlets. So our main focus in our promotional campaign would be on social media.