In order to create this product, I had to develop the concept and idea of it, rather than focusing entirely on the product. This is known as the Conceptual Phase. Ideas begin with little depth and a basic platform, but they are designed to be changed easily, and audience feedback can influence the changes made. When I came up with my idea, I presented it to my class in order to seek their verdict and whether my idea would be able to become a reality. My initial idea at first wasn't approved by my teacher because everybody else had confidently moved into groups with each other whilst I had developed confidence and faith in my idea, so much so that I was willing to work on my own, which I ended up doing. With help from my class, I convinced him to allow me to create the song and video.
MY INITIAL IDEA: I started off wanting to parody Wiz Khalifa's song and video from the beginning, however, the original name was too offensive to use as a song name. I found this information out by speaking to a Rabbi that I know who guided me on how I should be careful with what I call the song. For prevention of offence, I cannot name the 'pilot title' of the song, however it was the same idea, just with a different name and altered chorus.
INITIAL IDEA 2: I didn't think about having two images for my artist during the development of this cohesive package, rather my entire campaign would be based on what I now label the artist's "alter-ego". Fortunately, I was advised to include another image, and this is because of my idea presentation to my class and teacher, who seemed not to understand what future this artist would have making music that was continuously Jewish. Since then, I found a way to alter the image of my artist, and he is now an artist with a lot more depth to him.
INITIAL IDEA 3: Location wise, I had originally planned to have the entire video be in different parks (parodying Wiz's location of being outside in a rough area near blocks of flats). The humour would be addressed through filming and labelling the signs of all these parks to show that they are frequented by Jews stereotypically (London Jews would understand this most). However, I was also advised away from this because it was repetitive and boring, and apparently didn't match conventions with the Hip-Hop genre, although I thought I was being satirical. But after re-watching White and Nerdy, I learnt that using a green screen was one way I could spice up the video, and so I used it.
Conceptual Phase: Once I had had all these suggestions, I went to gain answers from my target audience in order to compare We Dem Boyz with a potential that my video would be. At this point in time, I had created the song and it was ready for people to listen to. In this video below, there are a few members of my audience answering questions about We Dem Boyz, Hip-Hop/Rap as a genre, whether I was making the right choice with my parody, and 3 other members listened to the song a few weeks later, whilst one member of the audience was willing to comment on it briefly:
The data received in this video was entirely qualitative, which wasn't necessarily helpful because the data couldn't be analysed easily. I did manage to come to a conclusion with these audience members' responses, which were very mixed, and it gave me motivation to continue with the development.
Later on, I went around my school and stereotypical Orthodox Jewish areas in London (Hendon/Golders Green/Edgware) and I sampled volunteers (Jewish/non-Jewish) who were willing to answer questions after listening to We Dem Boyz and We're Jewish Boyz, and then answer general questions about music preference. I asked:
And clearly there's a range of qualitative and quantitative questions in order to gain the most in-depth and easiest data to analyse.
40 people completed this questionnaire, with participants ranging from 17-30 years old. Here are the results below:
These results display that the most popular genre is still pop/mainstream music. This is because most people are familiar with music that is getting the most public exposure. Coming second is Hip-Hop/Rap, which is helpful for my research and it displays that it's quite a popular genre amongst this mixed audience. These genres are also known to be the most popular between this age range.
This pie chart shows that the majority of my audience were fans of the parody genre, which provided as helpful information for further research into the genre. Those who claimed they weren't fans had no comment to make as to why they weren't.
This pie chart shows that out of the 40 people I asked, the majority weren't interested in Hip-Hop/Rap. The adults claimed to be into different types of rock, whereas the younger adults were more partial to pop.
This pie chart shows that the majority of my audience were familiar with "Weird Al". This is quite a surprising result because Yankovic's prime was during the 90s, and my target audience (in age group) may have not been born whilst he was so popular, so the fact that they know him more or less is great for my research because it essentially brings legends into lights!
This chart shows the difference between people familiar with Wiz, and those who weren't entirely familiar with him were older than 28 years old (on average). Those who were familiar with him were able to listen to We Dem Boyz, whilst the other section listened to We're Jewish Boyz and vice versa. Listening to both of these songs and comparing is very useful for my research and it also gives exposure of the product to my audience before any official release.
This chart shows the number of people who liked We Dem Boyz and for what reasons they liked it. Here is a key question where qualitative and quantitative data are mixed because they can vote in a category to say why they liked/didn't like whatever aspects of the video there were to feel strongly about. I created these categories myself after reading a trend in detailed answers that where people were concluding with the same points as each other, so creating categories was simple from the data I had collected.
This chart shows the number of people who liked We're Jewish Boyz and for what reasons they liked it. We can see here that the majority of my audience didn't like it, and we were able to place some of the reasons in categories. However, there are ethical issues with it all, especially to do with Jews who may feel very sensitive about certain products created about them.
Survey Monkey is a website that allows users to create surveys for any purpose. It has revolutionised the way people can collect responses from people because it's quick to make and answer, it's online, and it can be shared easily. I had to use Survey Monkey in order to see what members of the audience thought of my music video. Out of 19 responses, I chose three of the best and three of the worst. The questions aimed to see what people's opinions were of the video, not to see how the video could be improved.
The following image is the questions I asked on the survey:
The following images are three of the best Survey Monkey responses to my video:
The following images are three of the worst Survey Monkey responses to my video:
Once I had uploaded my video to YouTube, the way I would have found facts about my video through the analytics section. The following images are statistics about my video (updated on 17/04/2015):
In recent times, the viewing rate has increased to 642 in the last month. I expected this because I had been trying to share it amongst other people than the target audience I intended with, and this proved quite successful. I also re-posted it on social media multiple times in order to keep it popular with my intended audience and with purpose so that they will share it with their friends.
Unfortunately, there has been an increase in dislikes of the video and a maintenance of likes. I'm not sure as to why there has been an increase in dislikes, but it could possibly be to do with the themes addressed in the video.
There are no comments on my video, but fortunately it has been shared three times directly from YouTube. One person has also added it to a YouTube playlist which is interesting. I have not received any subscribers from uploading this video, but it doesn't matter because it was not my intention.
As expected, the top country to have viewed my video is the UK. I predicted that the US would come second because of the link to Wiz Khalifa. I did not expect the next countries to be Canada, France and Portugal, also interesting.
The most views of the video came from watching it directly on YouTube (as expected), and 10% had come from embedding it on social media and sharing it with friends (as expected, because I know most people clicked on the URL rather than watching it on the social media platform).
The top traffic search is through YouTube itself and I believe it has a lot to do with me constantly searching the video myself to see how my views had increased, but I do believe there's some contribution from members of my audience. I also expected external websites to follow suit because I had shared it through social media where people were likely to watch it from.
The video currently stands at 1,892 views (updated on 17/04/2015)
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