Audience

There isn’t really a specific age group of target audience for music video. It is more about the people who listen to the genre of music the music video falls in. The music you listen to in some ways defines the person you are for example if a person listens to classical music people will instantly think they are well educated and sophisticated.

The genre that we have chosen is R&B and the main audience of this genre is teenagers to young adults, but some older generations like R&B too. This type of genre is closely related with glamour, money and drugs which is one of the main reason why teenagers like to listen to it.

The group of people that music video have the effect on is the youth. This is because the youth are the ones that get influence by what they see. What they see in the music video influences they way they talk, walk and the clothes they wear, as they try to copy the music artist and also because they see these videos almost every day seeing that there are loads of music channels ie MTV, Channel AKA and many more, which is why we want to make a music video in this genre.

According to Stuart Hall in his Reception Theory he said that, media "text" be it a book, movie, or other creative work, is not simply passively accepted by the audience, but that the reader/viewer interprets the meanings of the text based on their individual cultural background and life experiences. This is why we need to keep the audience in mind through the whole process of filming the music video. For example, in a music video if a female artist is wearing clothes that is a little revealing, a six year old might find it disturbing but a male teen 15+ might find it ok or normal.

Audience use media text use media text for many reasons. Blumer And Katz’s Uses and Gratification theory suggests that audience use media for three main reasons. Firstly, Diversion, the audience might feel as if they can escape from their everyday problems and routine by consuming media text, whether it’s listening to music or watching films. Another reason why audience use media is because of personal relationship, they use media for emotional or other interaction. They get emotionally linked with the media. One final reason Blumer And Katz say is personal identity. People learn more about themselves through media; they reflect themselves to the media text and start copying what they see as they use media to define who they are.