Joy Division - Disorder

THE BRIEF: A promotion package for the release of an album, to include a music promo video, together with two of the following options:
1. a cover for its release as part of a digipak (CD/DVD package);
2. a magazine advertisement for the digipak (CD/DVD package).

For the maximum viewing of all of the videos, please watch at the highest resolution available. Thank you

Director - Jonny Hughes (JH)
Cinematographer - Callum Moreman (CM)
Director of Photography/Cast Member - Joel Colborne (JC)

Tuesday, 15 March 2011

Target Audience

Our album and video really have two very specific audiences, A core audience and a secondary audience.

Secondary Audience

The secondary audience will simply be Joy Divisions orginal audience, the 15 - 25 year olds during the late 1970's. This audience would of grown up listening to the music and would of likely seen them tour and have their music played extensively on the radio and on TV. This audience will of also followed New Order after JD and would of bought many of the complimation albums of Joy Division
        This audience is still around now and they will be between the 40 - 55 age bracket, Peter Hook the bassist for Joy Division recently joined the album Unknown Pleasures and was quoted saying "And if I had £1 for every 45-year-old bloke who was in front of me crying when you launch into Insight or New Dawn Fades, I probably wouldn't have to do it in the first place." This shows that the audience is still their and is still interested.

The "Original" audience

Core Audience

The core audience is a more recent 16 - 25 audience, we are not reinventing the band because we are trying to replicate the brands image and style but we are using a younger actor which appeals more to a youth audience (this theory is widely noticeable in Teen rom coms where the prominent audience are youths). Apart from that, if the music video was of a slightly poorer quality in terms of camera then it wouldn't look out of place in the 1980's. We wish to appeal to a younger audience becuase we believe Joy Division is a perfectly capable band of appearing in the charts but have been lost in time and in correctly promoted to a youth audience could generate a vast core audience.
                 A point which can be used in the arguement that JD will appeal to a much younger audience is that many modern bands have Post Punk influence from bands such as Joy Division and these bands have done very well in the charts and generally within the music industry. For example The Killer's first album Hot Fuss and the very recent up coming back "Hurts".

Not that young..

Other Audience & Advertising to Audience

We are also trying to appeal to a audience of older music, fans of old 70's, 80's and 90's band may enjoy Joy Division music a lot more then a fan of current music trends would. This kind of fan though is more inclined to discover Joy Division themselves instead of finding them out in a magazine so because of this they are not the audience we are marketing too. 
        Our main focus with the advertisements are to advert to our Youth audience, we decided if we had a budget and were actually placing the adverts in a magazine we would place the double page in NME, this is because this magazine appeals to a younger audience more so then Q magazine and we want to focus most of our attention of appealing to this new core audience. We will target the secondary audience through smaller adverts in magazines such as Mojo and Q which it wouldn't be out of place to see a Joy Division advert in. 
 We also plan the place the magazine in FMH magazine, this none music magazine would serve as a gateway into a audience which may not necessary know much about music but may be interested in giving the band a listen.

Joy Division Central (link)

  On the Joy Division website and forum it becomes apparent that the prominent age range is a middle age audience with a few younger members, this shows that they is a market in creating a younger audience for the band.

Notional BBFC

     The British Board of Film Censors was set up in 1912 by the film industry as an independent body to bring a degree of uniformity to the classification of film nationally.

     Statutory powers on film remain with the local councils, which may overrule any of the Board's decisions, passing films we reject, banning films we have passed, and even waiving cuts, instituting new ones, or altering categories for films exhibited under their own licensing jurisdiction.

The BBFC have its own set of classifications that it used to determine what rating each films gets.
Discrimination - drugs - horror - imitable behaviour - language - nudity - sex- theme - violence.

The BBFC primarily doesn't really classify music videos unless they is serious issues regarding themes within the video.

The quote below is taken from a interview from Lovefilm (a rental service) and the BBFC.

"LF: What kind of films are exempt from classification?

BBFC: Educational videos, sports programmes, music videos and digital media - which include video games and computer games - but all of these lose their exemption if they feature in any significant way gross violence against humans, sexual activity or other problematic content."

 We believe that although our theme is around drug use, we don't actually show any of this within the video and only show excessive smoking, this wouldn't be much of a program so it wouldn't need to be classified by the BBFC.

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