1. Target Audience

2. (Sub-)Genre
The music track that I will use for my music video is “Sail” by
AWOLNATION, which belongs to the genre of „Electronic Rock‟, although
some might also consider it to belong to the more wider category of
„Alternative Rock‟. The genres will play a
significant influence in the production
process, as there are very specific nuances
of style that are usually associated with this
corner of the market. It will effect clothing
and fashion, the attitude and behaviour of
my actors, and the composition of
mise-en-scene, camera work, and editing
will need to be considered to match the
codes and conventions of the genre.
A particular subset of the alternative genre, a group who are typically
associated with listening to alternative music is recognised to be
skaters. It is my intention to focus my music video around this group.

3. Clothing
Clothing, style and fashion are a
large part of what defines skaters
as group. Their dress sense is
often perceived to be quite
eclectic: clothing items
mismatch, colours often clash or
are bright, and typically items
will include hoodies, hats and
caps.
If my music video is to appeal to this
particular subset of person, I will need to
ensure that the clothing used by my actors
matches expectations and ensure that the
target audience will appreciate and respond
positively to. The entire purpose of a music
video is to market the music and encourage
people to buy it – in this case I am looking
to exploit a niche audience.

4. Age and Location
The skateboarding industry is a growing phenomenon. It‟s history
dates back as far as the 1940‟s, but was popularised in the 80‟s
(arguably beginning with a cult classic film called
Thrashin', directed by David Winters).
Although it has been a sport for a long
time, the populace has mainly been
dominated and practised by teenagers
and young adults who live in suburban
communities, such as those shown on the
front cover of Thrashin’, or more
recently the movie Grind.
Therefore youths have largely been
targeted in marketing for all types of
media associated with skateboarding,
and has become an essential part of
branding the sport as hip.

5. Gratification: Style and Image
Another aspect that contributes to the branding of
skateboarding associated media, is the marketing of
the perception of it being an extreme
sport, something that is dangerous, where there is
an element of risk of injury, or perhaps even death.
In order to receive acclaim (and therefore interest)
from the target audience, my music video will have
to generate a sense of danger – it needs to
be impressive and
create the “wow
factor” – stunts and
difficult feats of skill
will need to be used
to give it credence
as a serious
skateboarding video
product.

6. Dyer‟s Utopian Theory
Dyer‟s “Utopian Theory” implies that the fantasy element of media
is received by consumers in a positive light; that the escapism
rewards the individual by removing them from their everyday real
lives. Dyer suggests that reality is mundane and often
negative, which is dysymmetrically opposed to the ideal “hopeful”
world represented by the media fantasy. He highlights three areas
in particular for why audience want and desire media: social
tension, inadequacy and absence.

7. Dyer‟s Utopian Theory
The skateboarding community is made to seem accessible, as
media presents the complete state of the product in its finalised
version, in a positive and perfect manner: we do not witness the
painstaking rigours of practice and failure in learning the
necessary skill set for the sport. Dyer would explain that this
perfect representation makes it seem more desirable, seeming
better than our own life.
Even in this picture you can see how the
representation is dramatised using the
sun in the background to cast a silhouette
over the skater. This is typical of the
imagery used to so make the scene seem
a part of the idyllic portrayal that is
desirable to consumers according to
Dyer‟s theory. It will be one of my
intentions to try to ensure my music
video buys into this concept.