To find a suitable theme for an aspirational audience between ages 16-25, I interviewed a group of sixth formers in my school who would say they are aspirational. They described aspirational as "aiming high", "putting in effort", "trying their best" and "determination". So to decide what music to choose, i asked what style they like and why. The majority said retro music such as 60's and 70's, bands mentioned included Led Zeppelin, Rolling Stones, The Beatles, The Mamas and Papas etc. Their reasons were "It is real music", "They actually have to sing and play instruments, not just let the computer do the work", "its not full of auto-tune like songs now", and "they are simply nicer to listen to". A lot said they felt at home with retro music and helps them concentrate, hence my choice of California Dreamin.
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Brief 4: Music Video and online Requirements of the brief You work for an independent media production company. You have been given the t...
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