‘The Rise Of Vintage Fashion’ | Documentary Feature

Day 15 -16

I was recently asked by a colleague of mine to help produce a feature on vintage fashion in London’s very own, Brick lane. Brick Lane is home of some of London’s most impressive street art, along with a wide range of ethnic foods, art exhibitions and most importantly vintage fashion.

The purpose of the feature was to show the individuality that vintage fashion gives to people. Each person makes vintage cater to them and their person style. I was particularly excited to shoot in Brick lane because of the imagery there. My role was camera operator and editor in the production and it was a fun experience. I learnt that i need to start investing more into myself and craft so that I can produce better work, particularly investing into a decent shoulder should be one of main goals in the following weeks.  Thous the shoot went well and the piece was well received in a very niche market. I learnt a lot about my person style of shooting.

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List of References | Research

Brian Solis. (2011). Blame It On The Youth. Available:http://www.briansolis.com/2011/04/blame-it-on-the-youth/. Last accessed 21st Feb 2014.

Lisa E. Phillips. (2010). Younger And Younger, More Kids Are Online.Available:http://www.emarketer.com/Article/Younger-Younger-More-Kids-Online/1008085. Last accessed 21st Feb 2014.

Heather Meligan. (2011). Targeting The College Demographic. Available:http://heathermeligan.wordpress.com/tag/connecting-your-brand-with-the-18-24-demographic/. Last accessed 21st Feb 2014.

Rishvika. (2012). Age Matters. Available:http://www.stumbleupon.com/ads/blog/agematters/. Last accessed 21st Feb 2014.

May 2012, ComScore, Demographic Profile.

Lloyd Alter. (2012). How Polaroid Predicted the Future, Inspired Steve Jobs, and Changed the Way We Take Pictures Forever. Available:http://www.treehugger.com/gadgets/doing-impossible-story-polaroid-and-impossible-project.html. Last accessed 17th Feb 2014.

Susan Sontag (1979). On Photography. 3rd ed. USA & Canada: Penguin Classics. p13 – 15.

Gill Branston & Roy Stafford (2010). The Media Student’s Book. 5th ed. London & New York: Routledge. 218 – 219.

Katz, Elihu, Jay Blumler and Michael Gurevitch.  The Use of Mass Communication.  Beverly Hills, California:  Sage, 1974.

Fujifilm News. (2013). Rebirth of Instant Film Cameras: Introducing the New Premium instax mini 90 Neo Classic. Available:http://www.fujifilm.com.sg/en/news/2013/n1411113-02/. Last accessed 17th Feb 2014.

http://www.tumblr.com/search/fujifilm+instax+mini (images)

Tamara Grominsky. (2014). The Rise Of The 21st Century Polaroid.Available:http://www.amongmen.com/tech-cars/tech/rise-21st-century-polaroid. Last accessed 17th Feb 2014.

Pough Keepsie. (2013). Instant Forever. Available:http://www.economist.com/blogs/prospero/2013/04/polaroid-photography. Last accessed 10 Feb 2014.

The Impossible Project. (2014). Color Film For 600. Available: https://shop.the-impossible-project.com/shop/film/600/fi_600_1_imp_600_color_mult_mum. Last accessed 10 Feb 2014.

Reflect, Critique & Evaluate|InstantTuesdays

My final product is a instant polaroid photography business for night events in particularly clubs attended by the 18-24 demographic. The 18-24 demographic is also my target market. Throughout my research process I have come to man conclusions about my idea. Firstly, I have looked the longevity of business if launched in several clubs on a long term plan. Research has shown me that my idea may not be one for the ages, but as an event and one of every term it would be a hit. This was the manager of Coventry Universities SU club, Jonathan s’ opinion, which I agree is a accurate conclusion of the attention span.  The attention span of young adults. young adults are quick to get bored, after a while they won’t be interested in it anymore and would rather return back to having pictures taken digitally of them in a club.The rise of the so called ‘Golden Triangle’ of technology, mobile, social, and real-time has become such a part of our lifestyle thats we exposed to the digital world all the time. If one medium doesn’t have our attention the other one has.

Secondly, the biggest apparent competitors to my service is digital cameras and camera phones. The medium of polaroid has found a way to hang on and still compete with digital for the past ten years. This shows that the demand for polaroid is still there and will still be there for the next ten years. Fujifilm and The Impossible Project have breathed new life into the medium after Polarid stopped producing film in 2008. I believe my business could run for as long as 5-10 years from its launch. Expanding to cities and other universities and possibly globally expanding also. In addition, there are still competitors in professional photographers and the above companies. This is because when the 18-24 demographic are exposed to this they want one for themselves. So my business is also indirectly marketing these products to them. Which means in time they will get bored of the cameras after using them. Also, digital memory storage technology is also cheap and more cost efficient to buying film which is expensive.

Competitors vary in form for my business. Instagram is a competitor. When Instagram launched back in 2010, it changed the way people took pictures. Instagram produces square photos that remind you of instant polaroids. My demographic can tend to be cheeky and hard to reach. “what makes the camera picture so special when i can take one on my phone’. Well its the quality of the image, the fact that its tangible. Those are my two of my USP’s.

Photo 10-03-2014 11 25 35

Photo 10-03-2014 11 25 54

Why market analogue to a demographic obsessed with digital? Its refreshing. The rise of the so called ‘Golden Triangle’ of technology, mobile, social, and real-time has become such a part of our lifestyle thats we exposed to the digital world all the time. If one medium doesn’t have our attention the other one has.

Through my research via social networking sites where I tweeted the following question: “would you pay £1 for an instant photo on a night out? Favourite if yes, retweet to spread the question” Where I got a response from 183 people. Having correletated  my results by looking at gender likeliness for the idea I’ve found out that theres a larger number of girls who are interested than boys. In fact, 2/3 of research is responses form girls more than it is boys. Heres a pie chart, showing the evidence from a population number of 208 people that were exposed to the question. This is something I took into consideration immediately and decided to have a stronger marketing campaign toward more females than guys. In addition, the girlfriends of guys will also force them to take one also. Which works in my favour also. As I found this out through direct research taking pictures on campus on valentines day.

Thirdly, having understood the brief, I feel that I dint sufficient achieve what was asked from it. I have mentioned in my posts that my idea is rather a innovative concept for a service rather that a innovation as such. Innovation is the creating or recreating of a new method, idea or product. Through my research about already produced particular items needed to carry out my research I feel I have in some way created an innovative service because its not s something that hasn’t been researched into or even piloted. Research has shown me that there have been clubs that do printed pictures from digitally captured photographs, but there are no clubs that do polaroid photography on a night out. My idea is interesting, its cool. Its refreshing, in a time were everything is so digitised, something like this can come and sweep up the place but it cannot not sweep the place up everyday. As a event organised by freelance event planners it could prove to be something great. However, as a business it may not be a sustainable idea as there are too many small factors that could really bury it before it lives.

In conclusion, I’ve decided  my idea will be better as a one of event every term, so that it keeps its flare and edge and that the target market won’t get bored of it. Its like what one of my pieces of research of Facebook found ‘imagine you had a polaroid photos from every big night event you ever been’. That yearning for nostalgia is apparent in my audience. Im also apparent that I haven’t actually looked at production costs for my leather pouches. Quick research has shown me that, it may prove to be an expensive venture. So I have decided to use laminated pouches instead which will cost me between £10 – £30 depending on the amount. In  the future, with the business’ growth, I will then look into investing into leather pouches as a innovation to keep pushing the business.

 

4Talent Day Invitation | Networking

Day 14

4talent_thumb

I was recently invited to a 4talent day by Channel 4 on the 27th February 2014.

Congratulations! You have been accepted onto the 4Talent Day in Coventry with Channel 4.

We have lots of exciting workshops and industry talks lined up for you, including career advice from Channel 4 staff.

Our Producer Deborah Lane-Winter will be in touch with you regarding the running of the day, but please make sure you are with us bright and early at Henley College Coventry, Henley Road, Bell Green, for registration which opens at 9:00am, we kick off at 9:30am and the day will finish at 5:00pm.

There will be three workshops for you to choose from and they will be allocated on a first come, first served basis.

The day was a great opportunity to get involved with other budding media professionals. It was day filled with knowledge about how to get yourself out there and what you need to do to make something out of yourself. Its not about being famous or getting famous but about who has the best ideas, and who you know swell. You have to seek yourself and your skills, and build a list of contacts.

I learned a lot from the 4talent team were I also showed our True-motion Collective  documentary to other people, and collected business cards. I learnt that I need a business card also and I need to look into getting some made for myself. As a freelance cinematographer these are one of the things I need to have on the ready when people ask me for a card etc. Through attending this day I picked a few tips and was inspired to continue my goal and chase my dreams. In addition, I am now part of the Channel 4 Alumni for opportunities which is great for the future and when I finish University.

 

Competitor Research | Polaroid Film Vs. Digital

The biggest apparent competitors to my service is digital cameras and camera phones. As well as professional photographers/ companies. I unfortunately don’t delve into photography although, I have some experience of it, and pictures I’ve taken on my own that I could use as a showreel. However, I lack experience taking pictures in clubs so thats a disadvantage on my side when it comes to competitions from others who will have samples from clubs they’ve shot for. The biggest competitor to my service is really just any digital picture taking device. Digital memory storage technology is also cheap and more cost efficient to buying film which is expensive, costing £13.03 for 2 packs of 10 singles. This is of course for Fujifilm Instax 210. This is roughly about 0.65p per shot, which is not that bad compared to how much ‘The Impossible Project’ charges for their film, which £17 for a pack of 9. That adds up to about £1.80 per shot, if you’re using a Polaroid 600 camera which the film they produce is basically tailored toward that camera. The above evidence acts as further support for my decision to purchase the Fujifilm Instax 210.

Competitors vary in form for my business. Instagram is a competitor. When Instagram launched back in 2010, it changed the way people took pictures. Instagram produces square photos that remind you of instant polaroids.

In addition, like most photo apps, it offers filters that help turn your picture into polaroid picture aesthetics. In addition, apps such as Squaready provide additional features to instagram’s lack of layout. It offers the option to crop your images full so that you see the whole picture inside instagrams little white square. I consider this app a competitor because its almost like framing. It enables the user to frame their picture in the are wanted and doesn’t limit the user the way Instagram does. I also realise that my audience can easily take pictures digitally on their phones, but they’ve been doing that since they were in year 7. Research shows that theres an increase in sales in instant cameras, which in turn means theres a demand, amongst the digital generation.

In terms of close competitors or similar ventures I have found no competitors which tells me that the market is open for this type of service. There are instant photography companies out there that take pictures digital and having print machines on location, this is nothing similar to what I want to do. Theres is a club local to me called JJ’s located in Coventry’s city centre. The club offers printed keyring photos at the end of the night. So the pictures are taken digitally and printed for key rings for a separate price if you want one.

This is near enough similar (the printing of pictures) however, my service is taking pictures through the analog form and using a polaroid film camera. I wouldn’t class JJ’s as a competitor however, they do come close with their service.

 

Why 18 – 24 year olds? | Audience Research

The 18-24 demographic is one of the most powerful demographics. I chose to target my service to this demographic because they are the ones that go out clubbing the most. The so called ‘ College Demographic’. They don’t necessarily have to be in college but regardless they are all going though that stage of a new independence “as they begin to split from family dynamics and become their own consumer”. Research has shown that I need to target my service toward girls more. Relating to this new found independence that the 18-24 demographic they are also still beginning to find themselves and their identity. This is a crucial time for them. Theres lots of partying and getting drunk. Loads of broken iPhone screens and iPhones, lost wallets and purses, losses of house keys..etc Through this whole wild time at Uni, very few go out of their way to ensure they have a memorable picture that they can look at and say those were my best times at University. My service offers the capturing of the real moments with the friends that are supposedly going to be your friends for life. 

Why market analogue to a demographic obsessed with digital? Its refreshing. The rise of the so called ‘Golden Triangle’ of technology, mobile, social, and real-time has become such a part of our lifestyle thats we exposed to the digital world all the time. If one medium doesn’t have our attention the other one has. 

If we look at this table from emarketer.com about the number of 18-24 year olds going online every year, we can see its gradually increasing.  Its been estimated that in 2014 there will be 29million 18-24 year online at least once per month. With the digital generation growing up in this digital utopia, other mediums of interaction are being ignored. Theres a rise in demand for something different. However, could be offering something different continuously prove to be popular or could it just be a one hit wonder and die out.

I went out to speak to the manager of the SU club, Hush, about his opinion of the project and service I’m trying to offer to 18-24 year olds. Heres what he had to share on the matter:

https://soundcloud.com/donmegamusic/interview-with-jonathan-hush

I was particularly surprised with Jonathan’s response that it won’t be as popular as it is at the start if it goes on for a long period time. I think his right, speaking and referring back to the attention span of young adults. young adults are quick to get bored, after a while they won’t be interested in it anymore and would rather return back to having pictures taken digitally of them in a club. In addition, Jonathan talked about doing the service as a one of event which really caught my attention. I think offering the service as a one of event every once in a while which work rather than as regular club thing. I think this is something I should look into as part of my future development plan.

Reference

Brian Solis. (2011). Blame It On The Youth. Available: http://www.briansolis.com/2011/04/blame-it-on-the-youth/. Last accessed 21st Feb 2014.  

Lisa E. Phillips. (2010). Younger And Younger, More Kids Are Online.Available: http://www.emarketer.com/Article/Younger-Younger-More-Kids-Online/1008085. Last accessed 21st Feb 2014. 

Heather Meligan. (2011). Targeting The College Demographic. Available: http://heathermeligan.wordpress.com/tag/connecting-your-brand-with-the-18-24-demographic/. Last accessed 21st Feb 2014.

 

Audience Research | Via Social Networks

I recently started thinking about ways I can gather data from my target audience without the use of Surveys to collect data. I have noted down that my target market is the 18 – 24 year old demographic. It is probably one of the hardest demographics to market toward and engage. Recent data collected from the May 2012, Comscore Demographic Profile, shows us the overview of Internet usage among, young people aged 18-24 spend:

– Total Minutes (MM) – 61,348
– Total Pages Viewed (MM) – 105,779
– Total Visits (MM) – 2,220,297
– Average Minutes per Visit – 27.6
– Average Visits per Visitor – 84.7

*Data pulled from May 2012 ComScore Demographic Profile

As you can see that the 18 – 24 year old demographic spends a lot time on the internet. Through observation and study we have found that this is the audience that is excited to discover new content, and will spend time on it and share it, if its good. The previous data collected, let me know that, in order to target this audience, one must go where the party is. The 18-24 demographic consumes content that allows us to escape reality, I knew that I had to get their attention quick without getting them to write much. Recent research into the demographic has found out that, you need to create humorous content, that they can relate to or spend time interacting with in a way that provides escapism for the audience.

I decided to try market research through my Facebook status and twitter page to see if i can get a response from a small group of 18-24 year olds, the following pictures show my predicted progress on Facebook:

Screenshot 2014-03-06 08.15.22

Screenshot 2014-03-06 08.12.28 I’ve noted down that there is an interest amongst University students for the service. By showing my target audience a sample picture within my post. I was able to spark that yearning for something tangible within my research. I was asked several questions and some people seemed to confuse the idea for a photo printing service offered by clubs at the end of the night. It was important for me to distinguish between the two.  In addition, I also did some research via twitter were I also got good local and not so local results. I tried to make the question go viral by tweeting it to some celebrities e.g. Jamal Edwards (founder of SB.TV) but it didn’t quite set sail.

Screenshot 2014-03-06 08.20.09

 Screenshot 2014-03-06 08.19.00

After correlating my results by looking at gender likeliness for the idea I’ve found out that theres a larger number of girls who are interested than boys. In fact, 2/3 of research is responses form girls more than it is boys. Heres a pie chart, showing the evidence from a population number of 208 people that were exposed to the question:

chart Its clear to me now that just as Fujifilm market their instax mini 8 camera toward a more female based audience, maybe I should look into marketing more toward females swell. As I discussed in earlier posts about the use of coloured framing offers by ‘The Impossible Project’. Even though I’m still targeting a 18-24 year old demographic, I know now that this service is something that attracts more girls because of things like ‘best friend scrapbook’ and ‘memory walls’.

Reference 

Rishvika. (2012). Age Matters. Available: http://www.stumbleupon.com/ads/blog/agematters/. Last accessed 21st Feb 2014.

May 2012, ComScore, Demographic Profile.