Video Analysis

Mumford and Sons - The Cave -
http://www.youtube.com/watch?v=fNy8llTLvuA

In this you video you can see form the start when they pass there intruments over to the four Spanish people how they feel as if they change personalitys when they start playing , and how there music appeals to different people in different situations and countrys is also shows with the type of charecters that they give them too as they are multi national, this is the underlying theme of the video and the lack of segrigation that they feel, the clothes they wear are iconic for that band as it is quite unique, also the way that they are riding on scooters with there suits on could be refernce to the mods form the past and how they are a re-from of that cult, this is not really going with the sterotype of there genre as i would say that there genre is a folk band so they are creating there own style as they are the first real mainstream folk band. i think that this video would be very appealing to there fans as it is showing there emotion and how they feel about there songs.

Go-gol Bordello - start wearing purple
http://www.youtube.com/watch?v=sM1Ahn0Osjo

In this video it is seen that the people are crazy and jumping around i think this shows they are refrencing there songs to drugs and alcohol, this is backed up in the video by the drinking from bottles and the slightly slured lyrics, I Think this appeals to the audience that they are playing for as the music seems to be for people who would be in pubs or bars and the folk element will encourage the drinking and drug taking , Also the unique-ness of the way they sing and dress appeals to a diffrent audience that the target market does not normally aim at, the representation in the video is for the people who are younger generation and who enjoy partying as it is seen in the video , the age of the group is contrasting with this idea though as they are all quite old and do not go with the people they are representing. i think the meaning of this video would be about the use of drugs and how they effect people.

Target Audience

From this facebook page you can see the number of fans that they have at a staggering 486,146 in this you can see that the different variety of people as some of them are mothers from america who are in there fourtys and others are 15 year old from kent so you cna see the spread of people that they appeal to with there music



In there top ten fans there are people like

• Jessica Meins - who is 24 from newcastle , she is still at university and her other music choices are, Noah And The Whale, Jay Jay Pistolet, Mumford and Sons, Johnny Cash, The Beatles, Bob Dylan, Laura Marling, Slow Club, The Vaccines, Jeremy Warmsley, Seth Lakeman, Jamie Cullum, The Kinks, The Libertines , this would show the varienty of music and the style of music they enjoy.



• Also there is Jennifer Fetla Pollard , who is 42 from california , her music interests are Johnny Cash, "Kris Kristofferson", Lady Gaga, Mumford and Sons, As you can see there are some similaritys in there tastes ie johnny cash showing the diversity of the Mumford and sons Fans.



• Finally there is, Matthew Flood , Who is 17 and from London , his other music interests are MGMT, Mumford and Sons, Justin Bieber, Miley Cyrus, JLS, Which shows again the diffrence in music intrest within the mumford and sons fans, and shows there popularity world wide and how famous they have become.
  
  Mumford and sons are a folk/rock band, they are made up of Marcus Mumford on vocals, Winston Marshall on banjo, Ben Lovett keyboard and Ted Dwane on double base
  
  Mumford and sons are making regular appearences in NME magazine
  'Mumford And Sons pack out NME/Radio 1 Stage at Reading Festival'
  'Mumford And Sons: 'We've got no chance of winning the Mercury Prize'
  'Mumford And Sons reveal secrets of success at Reading And Leeds Festivals'
  
  From this we can use the target audience of the NME magazine and tranfer it to the audience so we can see that the target demographic is men between the ages of 17-30
  
  From this you can see that as this is such a huge Magazine with such a huge target audience within the british population they are a massive band on the rock/indie scene , this is also backed up by the fact that they played in nearly all of the main rock festivals in the country and filled the tents they were playing in with people flowing out the side (I know from experience at reading) they played Reading, Bestival, T-in the park, Leeds, And glastonbury which again shows there growing popularity.
  
  For the NME magazine the target Audience is 75% ABC1 which is normally the higher end of people and from this you can gather that there are alot higher people like professionals bank office workers who like this type of music which must reflect mumford and sons audience

there More specific audience is 68% male, 32% female who are idealy 24 years old as you can see form the Profile . The total num,ber of readers is 325,000 with 241,00 being men and 84,000 being women in july 09 to june 10

From this you can see that the facts about this magaizine and how with Mumford & sons being on alot of the covers and being featured in this magazine in the majority of its issues that the demographics would be simialar for the band.

To show the variety and influence mumford and sons have on the fans i tryied to conduct a survey so we can work out the target audience for this band and there music on the social network , facebook , we are awaiting replys

Permission

Copywrite is important for the music industry as if they do not have it they will be over run with people trying to use there music, Things like song lyrics are very improtant to keep copywrited as otherwise people will start to create there own vesions of songs which could damage the potential profit of the label and artist.

Song Choice

For our song choice we have decided on, Mumford and sons - Awake my Soul. the reason we chose this song becuase we decided about the theme and setting of the video through the song and decided on alot of our ideas when we first heard the song, we feel as if we can relate to the lyrics. Also we have enjoyed there previous videos.

Mumford and Sons - Awake My Soul - http://www.bing.com/videos/search?q=mumford+and+sons+awake+my+soul+video&docid=172465128210&mid=BF0340E5E010DF759703BF0340E5E010DF759703&FORM=VIRE1#

How fickle my heart and how woozy my eyes
I struggle to find any truth in your lies
And now my heart stumbles on things I don't know
This weakness I feel I must finally show

Lend me your hand and we'll conquer them all
But lend me your heart and I'll just let you fall
Lend me your eyes I can change what you see
But your soul you must keep, totally free
Har har, har har, har har, har har

In these bodies we will live, in these bodies we will die
Where you invest your love, you invest your life
In these bodies we will live, in these bodies we will die
Where you invest your love, you invest your life

Awake my soul, awake my soul
Awake my soul
You were made to meet your maker
Awake my soul, awake my soul
Awake my soul
You were made to meet your maker
You were made to meet your maker

when deciding on this song we also discarded a few songs that we thought would not be as good as mumford and sons

Temper trap - http://www.youtube.com/watch?v=WQEe8c8A9FI - soldier on

We decided against this as we feel we couldnt create a video that would go with the song , and we could not relate to the lyrics as well as we could with the mumford and sons track. so felt it would be more appropriate to choose that one

we also went through alot of other artists for example - Mytoy Box - SHH , which is another song we choose against and thta was becuase the genre was not one that we enjoyed and we thought we would struggle to make a video with a genre we didnt enjoy.