AC-1 Informing Ideas

Interpret & Identify the client

I am tasked by city campus to create a professional, informative and educational tutorial video demonstrating up to 8 or 9 unique looking hairstyles taught and instructed by of the minatorily lectures in the college have have volunteered to take the figure head of the project. My task, is to help assit the production of this video, that shall be lately published on the 'official' Sunderland college 'city' campus's website for all to see. This project shall be mostly dedicated/catered to aspiring level-2 and level-3 students who are either just joining/becoming apart of the campus for the first time, or returning students who are looking to aspire their qualifications of barbering & hairstyling to the next level of professional practice. This will be important to link for future reference as students shall be referring to this tutorial video for guidance and instructual information for when it comes to doing these said spefic hairstyles and haircuts, it will be important to make sure that the hairstyles, facts, information and instructions are still relevant to future clients when doing their course, as i will need to make sure that the subjects are still revalent and co-existing alongside the college's course requirements of barbering and hairdressing. will first hold an additional 'face to face' meeting with the client, with prepared questions, rationales & pitches about the requirements of the brief. 

Moreover, the client has requested that the shoot is filmed in silence (As the client himself will do overdub his voice on top the video as a generalised voice-over) It will also be accompanied by non-copyright free music to be added in post-production. This is commonly seen in many tutorial style guides to fill the viewer's ear-space with something in the background. This is important to include as it keeps the viewer's concentration and interest engaged, you do not want your audience to be bored while watching the video, despite how informative or useful my video will be, having 'something' playing in the background is a little detail that helps the video feel more complete and formal. As just previously mentioned, this a tutorial video so typical shots like e.g. medium close, close ups, with some planning, cutting and editing will be necessary.  The shots will and most be static, so i will need a working tripod and additional stabilisation equipment. The shots must be in focus with close attention to the mise-en scene. (Putting on stage) Unfourntatlly due to covid restrictions and uncertain timetabling, filming will happen on the 'bede campus' instead of the the city campus. Therefore the client will come to meet 'us' instead of 'us' meeting him, to help limit travel problems and capacity limits.  

The identified client is the department of hairdressing & barbering (Previously mentioned briefly on the first paragraph.) In the heart of Sunderland, is the 30 million city campus, located in park lane 'Sunderland SR1 3NX' They have a vast range of industry standard equipment and professional level courses for example, engineering, Travel/tourism, plus real hair, barbering and beauty salons (Which links to the project pitch) and travel agency, plus a state of the art dinning, cooking facilities. Sunderland college is highly rated and highly regarded place of extended education in the north east, therefore the expectational standard of the quality of my tutorial video must be as best as it can possibly be. The lecturer of choice, chosen as the main client (more specially)  is Mark Sowerby teaches on the barbering course at the city campus and the learners of this course studying on both level-2 and level-3 are aged 16 to 18.

Target Audience

According to my research the main (general) demographic of the hair maintenance business market ids generally unmarried, college educated women who are between the ages of 20 and 35, they are mostly city-dwellers who rent homes and apartments and have jobs in other additional creative or social service fields. Most barbering industries target more of the male side of the target market ageing roughly around 18-25. However, taking a more focused version of my target audience extraction, my client is the college and the 

Analysis of existing products

Example-1

Make it 'dairy free' is an independent youtube channel that dedicates it's content creations to vegan-based cakes and all kinds of 'dairy free' products that the normal everyday person could and can make it at home at their own time, pace and convince. The channel prides itself on quick, basic and easy step by step guides of cooking delicious based cupcakes only consisting of 9 different ingredients. This method of making tutorial based food making (especially on youtube) is very efficient and learner friendly as making recipes and food types to complicated and hard to follow would turn audiences away from your content, so therefore making more straight forward tutorials on making easier (but still very tasty & nutrioius) based desserts is highly viable and cost effective. https://www.youtube.com/watch?v=uR95dTr2fC8&t=48s

Videos like these upon YouTube, are one of the most vastly growing communities on the platform, channels such as Rosanna Pansin, Gemma Stafford etc., are vastly popular within the YouTube business market both having a very pleasant and healthy sum of 1.7 million to 10.3 million subscribers, they earn a proximately £60,000 a year roughly depending on how cohesive or frequent their upload schedule making is. This time and point of relevance makes the creation of of baking tutorials extremely vibe because baking tutorials are steadily increasing in size and relevancy at this point of time as people are spending more time at home because of covid (pandemic) audience consumers are investing more and more quality time in the kitchen making their own home-made products (Certain spefic types of foods and desserts being one of them) This is good as it gives the the potential of smaller/up and coming chiefs and tutorial makers a chance to jump into the industry to make there own profit and mark against the ever-growing, ever-expanding online learning/tutorial video creating on market on YouTube. 

The video enters with an establishing shot of the end product and a fancy title font that visually explains and demonstrates exactly what the video is about. This very important to illustrate instantly towards the viewer as it tells them distinctively exactly what type of content they are watching, what video/tutorial that they are watching, what facts and instructions they will be getting themselves invested in. A video thumbnail is also highly important within establishing to your potential target audience exactly what could be in store foe them. This benefits the potential consumer long term, as they are well aware of what content they will be watching and represents good visual imagery from the skill of the creator. An on-going beginning montage carries itself out for the extra 30 seconds or so in the video, this montage is also accomipied by happy, casual and up-beat type music. This is commonly expected to be seen in any kind of tutorial video as to show an overall quick brief of what you want and need. The audience would come to expect this as i allows the viewer to understand all of the ingredients in which they well need. This also gives time for the viewer to check and match their tools, equipment and ingredients to what is in the video so the viewer can follow everything as accrete as possible. The camera position thorough out the video that is most commonly used, is mid angle/long shot of the demonstrator, who is pitching the tutorial towards the audience. This angle is basic yet effective as the viewer can not only physically see the person who is demonstrating the tutorial in full frame, but also they workspace of which she is making stuff on. During the following steps in-between her information monologue, fade outs and fade-in cuts switch the angle to a more extreme close up shot of some of the ingredients being mixed, added and concocted. This shot is highly useful to show to the viewer because they can physically see with their own eyes how the demonstrator is creating the potential final product. This is important because it makes the tutorial more interactive, engaging and demential which helps to better inform and teach the audience of the product that they are following on making. 

Example-2

Christian Mat'e Grab is an independent YouTube channel that dedicates it's content creations into making sharp, neat, informative and professional looking tutorial videos about colour grading, overlays, video effects and footage enhancement. He displays all of his work plainly, yet exquisitely to in-rich a viewer's knowledge of the vast and complicated work area known as video editing and software management. His smartness in regards to his work ethic is very effective and his target reaching is excellent as because during the time of which techonigly and people's work lives have evolved, we are seeing more and more consumers turning to alternative ways of working in business envoirments etc. His eventual growth and popularity of '302 thousand' subscribers earns him a healthy from of income and relevancy. People are turning towards self-taughtness and home-learning due to the on-going Covid-19 situation. This means more and more consumers are likely to turn towards the learning/educational abilities of YouTube and therefore increasing the chances of amateur going photographers, editors etc to develop and learn their sills within the editing software and how to make the most of all their equipment to the most professional , and highest of standards. He also provides useful and beneficial links to LUTS (A is a conduit/code that transforms colour input values onto your own raw footage) https://www.youtube.com/watch?v=xQJfFLJufYw