Music Video Audiences

What to consider when thinking of target audience?

• Demographic groupings
• Content of music videos
• Demographic groups seen in the music video
• What will attract the audience?
• Language used 

Music videos are aimed at people through their genre and the nature of the artist.  For example, an artist such as Justin Bieber would be in the demographic group of teenagers. This is because the majority of his songs are based around fling- type relationships. Whereas artists such as Adele, James Arthur and Sam Smith are older and therefore, their experience through love and the emotions within their songs are less pop like and more real and cold. So therefore, their demographic groupings would be for a middle aged and upward age range.  

When you sing songs it is important that your audience is able to relate for instance if your target audience is of an older generation then it is more important to focus on making the song relatable rather than using slang and throwing signs in the video like Jay Z does because the language in the song, the locations of fast cars and half naked girls would not fit that demographic grouping and would be  a barrier for the audience and the artist. An example of an Isreli singer Ofra Haza propelled herself in the UK when she was sampled on ' pump up the volume' 1987. The year after she released a song sung in Hebrew called 'Im Nin ala' she got a full release and went into the top 20 in the UK. Just as Despacito did in the UK making it to number one in the charts continuously for weeks. Providing proof that other countries talent in music can be appreciated even with language barriers as long as people are feeling the artist and the way they make their music and videos. 

 A theory used in music video is uses of the gratification theory. It is an approach used to understand why and how people actively seek out specific media in order to satisfy certain needs they want from a video. Gratification is audience-centred and focuses on what people do with media, not how it effects them. People may choose to view videos as they feel they can relate to the artist for instance artists like Adele and James Aurther. The hypodermic needle theory is another audience theory that is used especially through videos such as The Black Eyed Peas where is the love. It is frequently used upon a passive audience. Making people consider the way you have been influenced after watching a music video. Goodwin states that music videos demonstrate certain genre characteristics for instance within rap videos the fast cars and jewellery could have younger children wanting to be like them that can be both negative because of the explicit use of swearing and positive because they are successful role models. Music videos also may affect the audience because of the use of promoting the record label could influence those watching to want to buy the labels products for example Beyoncé. 

Research
https://www.learning-theories.com/uses-and-gratification-theory.html
https://www.youtube.com/watch?v=Qt5MjBlvGcY

This will help when creating my music video as i can now link my music video to theories if they can be related to any of the above. Which will further prove my media knowledge and present my understanding of artists who use these types of theories in their own videos.