This theory focusing on audience types, mainly highlights the reasons why people actually watch music videos and find an element of interest in them. This theory goes into the research of what types of audiences watch certain music videos. I am going to use the criteria from this theory to analyse what sort of audience watches music videos like mine and why.
I believe that people who come into the age group 14-24 will be entertained by our music video of the the song Love and War by Rita Ora because; we have used quick flashing varied shots showing images of the band members, bright clothing and backgrounds, varied settings and emotion filled shots to add narrative to our music video - created through facial expressions and hand gestures. Our audience will feel they can relate the emotion in the song, but also feel intrigued by the different shots such as us throwing the beanbags (signifying anger) and the random abstract shots which we have used to fill the bits of track when J Cole sings. The effects such as ghosting, filters and static movements also keep the audience entertained because no two clips look the same, and it wont become boring visually for the audience.
People who watch our video, especially the viewers aged 14- 17 will feel inspired to talk about our video with their peers because of our current on trend clothing and sharp snappy shots. These elements inspire girls between this age bracket to chat with their friends about the trends they like, and which parts of the video they like the most and feel are most relevant to them. Other people such as fans of R'n'B and rap music may also talk about our video, as we have used urban settings to shoot the video in, and we are wearing urbanized street clothing which may also catch their attention, even though the genre of our video is pop.
Within our music video our clothing in the urban settings could inspire girls of the ages 14-24 to dress like us and wear the accessories, and make up like we do in our video. As it is on trend, street style, urban clothing. They may feel that we are their fashion role models when seeing this video as we all dress similarly and have a unique but themed style. The lifestyle we present could interpreted as street wise and we may come across as quite strong, hard to please women who fight for their rights and wont be pushed around. This is represented through our rugged, unperfected clothing and hair styles.
Information that is given out to the audience through our music video which may be relevant to them is to give them a clear view of the bands style and look through the types of settings we sing in (particularly in this song) and the contrast we use between colourful loud settings and backdrops, to very simple plain white backgrounds. We also show the audience that we aren't so much a girly, dance band. Instead we show that we focus more on the lyrical content and the emotions presented through them, through facial expressions, simple gestures and movements, rather than a very full on, dance orientated music video.
There are two types of audience for music videos, some are focused and some are ambient. Focused audience's purposefully search on an internet site, or intently watch music videos, to analyse the emotions created, technical elements used, colours, costumes etc. A focused audience feels catered for if the music video includes: as strong narrative, innovation, clever use of effects, detail and use of symbols for meaning. Whereas on the other hand and ambient audience is where they will just listen to the song on the radio and not really thing about the details, but just listen to it because they like it and are initially attracted to it. They feel catered for if the music video uses: non linear editing, quick editing, strong performance, multiple costume and setting changes, a simple narrative and superficial effects. Within our video we accommodate for both of these audience types as we use innovative edits such as the snappy close up shots of us in different positions edited to the beat of the song, and detail in our choices of relating the song genre to a setting which reflects both the tone of the song and the lyrics. These elements accommodate for the focused audience member. Our use of quick editing through the faster parts of the song ("ah ah ah ah ahhh", "white flag" ), simple narrative of us just using strong facial expressions and subtle hand gestures to explain our emotions and finally the change of clothing and setting - Urban clothing (shorts, t-shirts, woolly hats, high socks, boots) changing to coordinated black clothing (black leggings, black tops) and change of setting (graffiti wall, tunnel) changing to simple white/black plain room, accommodate for the ambient audience member.
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