Research for coursework media

By Holly Elsom
Music Video Pre-
Production Research

Contents Page
3. Univeral Music Group
4. Form
5. Genre
6. Genre, continued
7. Music video analysis
Rihanna
8-11. Music video
analysis Rihanna
12-17. Music video
analysis Taylor Swift
18-25. Music video
analysis Not3s, Mabel
26-27. Audience
research
28. Audience profile

UniversalMusic Group
Universal Music Group is the world's leading music company,
operatingin over 60 countries and is a record label conglomerate
and music publisher.It is a global music corporationthat is majority
owned by the French MediaConglomerateVivendi. They exist to
shape culture through the power of artistry.
Being the worlds leading music company, UMG see their social
responsibilityas fostering artistry and self-expression as well as
nurturing music.
It was founded in 1934 with headquarters in the Netherlands. In
2018, it had a revenue of USD$1.7 billion.
They support and partner with organisationsgloballythat are
working towards meaningful positive change and social
responsibility.This includes companies such as Educationthrough
Music, The Fresh Air Fund and Little Kids Rock.
Some examples of artists signed to UMG includeAriana Grande,
Rihannaand Will Smith (all whom have produced different genres of
love songs to each other) presenting diversity and inclusionwithin
the company.
BAND NAME is signed to UMG and are proud to be a part of such an
inclusivecompany allowingBAND NAME music to be distributedand
accessible by a globalaudience. Being signed to a companywith
social responsibilitiesat mind, it allows BAND NAME to help raise
awareness for some of these organisationsand connect with
audiences.

Form
Cross-media productionis a form of cross-media marketing. This
involvesmultiplepromotionaltechniques to advertise the artist and
product. For example, having a music video and an accompanying
website. This allows audiences to learn more into the artist from
representationsthey may haveseen in a music video. The music video
may be found on the artist website, ensuring the audience has an
insight to the artists ideologiesand beliefs.
Different platforms can be used to promote and distribute the artists
music includingthe website. It can also be done through social media,
which is largely where the target audience would spend most of their
time discovering and researching the artist. Due to the global pandemic
and the Corona Virus lockdown, more time has been spent on social
media. It enables artists to connect with audiences and by promoting
themselves it can produce a positive image of the artist.

Genre
Romanticlove songs can be found in a
variety of music genres includingPop
music, Hip hop music and Country music. It
is estimated that there are around 100
millionlove songs released in the world
which must cater for various audiences and
therefore different genres. There are
different codes and conventionsfound in
these love songs compared to other genres
of music. Thisprovides a structure the
audience can understandand also ensures
the lyrics fit in with the expectations.
Typicalconventionsof love song music
videosinclude the Style, Camera, Editing
techniques and Sound to name a few. The
Style refers to either performative or
narrativewith most love songs typically
being hybridsincludinga performace and
narrative.Camera shots tend to follow
codes and conventionsof music videos in
general but often have a larger amount of
close ups, mid shots or extreme close ups
tending to focus on sensual areas which are
often lips, showing skin or eyes. As shown
on the right, in the music video for Love
You Like A Love Song by Selena Gomez.
Often the shots are decided based on what
the artist wants to produce and its effect.
An example of showing skin can be seen at
the top on the right in the Work From
Home music video by Fifth Harmony.
Another close up can be seen underneath,
which is from Boyfriend by Justin Bieber.

Genre, continuted
Typicalstereotypes of Romantic love songs tends to be that they are
pop songs about breakups, or songs about a partner the artist wants
to be with. It is not often thought that a genre such as a Rap or Grime
song could be about Romanticlove but more about an aggressive type
of love. However, love songs can vary from using traditionalpoetic
love words such as Dilemma By Nelly ft Kelly Rowland(Lyrics bottom
left) which is considered a rap song or by using extreme
aggressive love lyrics such as Grenade by Bruno Mars (Lyrics bottom
right) which is a pop song. With the meaning behind both songs being
different, they are both still Romantic Love songs and have lyrics
relating to someone they love. There is often intertextualityin musics
videosfor example in the music video for Vogue by Madonna,the
song and video are both inspiredby the fashion magazine Vogue.
Dilemma – Nellyft Kelly
Rowland
Grenade – Bruno Mars

Music Video Analyses - Rihanna
Rihanna – Stay ft. Mikky Ekko
This song was released in 2013 and was recorded by Rihannaand Mikky
Ekko who produced Rihanna'salbum Unapologeticwhich this song
featured on. This is a romantic love pop song but focuses on a sadder
side of love and heartbreak within relationships.Thisis portrayed
through different types of editing techniques, camera angles, character
types and narrativestructure. The video looks at gender
representationsand the media language helps constructure
these ideologys. With music videosbeing a way to relate the artist to
their audience, Rihannahas achievedthat in this music video with the
realism and emotion. This music video was released 4 years after
Rihannawent through and abusiverelationshipwith Chris Brown which
creates a more emotional atmosphere within the video especially
seeing her bare faced and alone.

The music video starts by introducingRihanna,from behind the same
way Mikky is introducedfurther into the video. This reveales her to be
the main protagonist and by introducingthem from the back it relates
them to each other and suggests they are back to back, not seeing eye
to eye. A Typicallove song music video conventionis to have a lot of
skin showing, which in this music video is the case for Rihanna,
however she is presented as vulnerablerather than sexualised.We see
her undressing with close up camera
angles which make the first focus of her
character her tattoo's. The
representationof the star tattoodown
her back could suggest the idea she has
goals for the relationshipwhich is implied
with the audiocodes with the lyrics
quoting 'I want you to stay'. The impact it
has on the song ,of Rihannabeing naked,
is that she is completelyopen within the
song and honest. It shows her
vulnerabilityand creates a fragile effect.
However, with Mikky being fully clothed,
it creates a gender unbalancebetween
the two. Laura Mulvey's male gaze theory could be appliedto this
video, in terms of representationof characters and genders due to the
narratuvestructure and camera angles. This can be appliedto the lack
of clothing on the female supporting the theory as a naked woman
would have been used to satisfy the male audiencewith the male
characterbeing fully clothed. However, this ideology is subverted due
to the female being naked in the bath
representing innocence and emotion,
possibly using the water to represent tears
and depression suggesting the extreme
close-up camera angles on the bath
running at the start of the video.

By quickly jumping from scenes of the female undressing and the
running bath water, it can relate the water to her and represents her
emotionsand tears. The lack of sexual objectification towardswomen
is further represented by Rihanna's position being crouched at various
parts of the video suggesting she is protecting herself.
Despite the theory being subverted, the non-sexual representationof
the female character Rihannaplays still supports the dominant
hegemony as the idea of the male gender being dominantin
comparison to the weak female character portrayedby Rihanna.The
audioand technicalcodes both suggest the female character is weaker
than the male as she sings 'I want you to stay' and 'I can't live without
you'. It could show her as reliant on him.
When analysingthe locationand iconography,both Rihannaand Mikky
Ekko are set in the same locationbut different rooms. Where Rihanna
remains in the same room and bath the entire video it conveys restrain
and restriction showing how she feels towards the relationshipand the
problems shes havng. The bath could also hold representationand by a
release of stress for the woman who is clearly stressed and could be
trying to calm down in a bath. The water in the bath is misty so is
representational oftheir relationshipas well which is unclear.

Although the male characterappearsto be in the same buildingthey
are in different rooms, or not there at the same time. This is shown by
him being next to the bath, being the same bath, the female character
was previously in could imply in terms of narrativestructure that they
are singing at different times or perhaps continuingwith the idea of a
failed relationship,they are in the same room with the same bath but
don't see each other anymore.
With the locationexplainingthe narrative,the lighting also does as
well. The lighting in this music video if mainlynatural,dark or dull.
This dullness in lighting could mirror the dullness in the emotions of
the characters. The dark lighting may be a reference to the darkness
in their relationship –relating back to Rihannaspreviousdark
relationshipwith Chris Brown. The naturallighting being revealed
from outside could be suggesting that the character believes
happinessis outside of this relationshipthey are in.
Iconographyis used within the setting due
to the use of coloursbeing naturallike the
wood and plants. Thisis representational of
realism and how nothing is superficial. The
use of gold on Rihanna'srings and the
mirror and taps could be to pursue the
narrativeof their problems. It could suggest
that although their relationshipis failing
there is still hope for it.

Another typicallove song music video conventionthis video follows is
the multiple close ups and extreme close ups of the artist singing.
However, these tend to be sensual and to draw in the audience whilst
making eyecontact. In this video, the close-up and extreme close-up
camera shots of Rihanna's faicalexpressions and bare face explainsthe
narrativein terms of the ideologyof heartbreak in relationships.With
her no makeup and strong emotions, she represents sadness, and this
is developedfurther by her havingbloodshot eyes suggesting she had
been crying which is proven by her tear fallingown her face at the end
of the video. She seems distracted as she doesn’t alwayslip sinc and
sometimes stops half-way through a sentence showing her mind is
somewhere else. The panningshots reveale how direct address from
her is not often used. Thischallenges the conventionsas steretypically
the artist would sing all the lyrics. She rarely makes eye contact with
the camera, only a couple of times throughout the whole video which
suggests she can't look the audience in the eye which represents the
idea of guilt and distractions. The camera angles show her to be weak
and vulnerablewith the majority of shots on her being high angle
shots. This suuports the steretype of women being weak and
submissive support Mulveystheory again. Thisis supported by the
camera shots on the male characteroften being mid shots or low angle
shots, implying the male gender is dominantin comparisons the the
female. He also manages to hold more eye contact with the camera
than she does.

Music Video Analyses – Taylor Swift
Taylor Swift – Love Story
This song was released in 2008 and is a country pop love song. The
music video for this song is narrativeand is a modernised story of
Romeo and Juliet with a more fantasisedending making it more of an
intertextualitysteering away from the originaltragic ending, appealing
it more to her target audiencewho may not haveshown as much
interest if the ending had been tragic like the originalShakespeare play.
The setting of a high school makes her viewers able to relate with her
and references stereotypicalmodern romance stories in which the
setting tends to be a high school. The main protagonistsare introduced
at the high school and the video returns to this setting at the end to
represent how the love story is current and happeningin the moment
but is being imagined by TaylorSwift through Romeo and Juliet. This
concept wouldsuggest that the classic love story of Romeo and Juliet
can be relatableto modern day which would be appreciatedby the
majority of her audience being teenagers and young adults.
A love song conventionfeatured strongly
throughout this music video is the continuous
lip syncing and extreme close-up shots of Taylor,however they are not
sexualised shots but more to engage her to her audience. Thisis proven
by her long ball gown as apposed to revealing clothes and her natural
makeup enhancingher purity and creating a realistic role model for her
younger audiencewith naturalbeauty being a concept Taylor likes to
promote hence having had no phicallyvisible surgery. These close ups
help to focus on emotions and through visualmeans help to portray the
functionalityof this relationshipaidedby romantic iconography.

Romanticiconographyand conventionscan be seen throughout the
whole video and this includes horses, dancing, candle-light,flowers,
fancy dresses and suits, an angel statue – representativeof the love
angel cupid, warm sun light, two ‘lovers’ running towardseach other
similar to the dancing scene from dirty dancing and a wedding dress.
Taylor is also in a castle type buildingin many of her own shots which
conveysa fairytalestory in which there is a princess often in a castle.
With love, more specificallyforbidden love, and desire being prominent
themes within the video, we can refer to the narrativetheory by Todorov
in relationto the equilibrium,then the disruptionof this and how the
couple are no longer together, before again being reunited at the end.
Throughoutthe video,a story is portrayedthrough the visualswhich are
interlinkedwith the audiocodes and lyrics. For example, she sings the
Lyrics ‘see the party, the ballgowns’ in which the video cuts to a medium
Shot of Taylorin a ballgown at the party. One of the most frequent
scenes is Taylorbeing ‘on a balconyin summer air’ which is the fourth
line of the song. This refers to the famous balconyscene in the play. The
lyrics can also relate back to Todorovs theory. The video has been inspired
by the lyrics but also helpsto make a clear divisionbetween modern day
and the dream love story Tayloris imaginingin her head. This is strongly
done by the use of mise-en-scene in this music video.

In the line ‘I sneak out to the garden to see you’ the video mirrors the
lyrics and we see Taylorsearching the garden for ‘Romeo’. In this scene
the lighting used creates a fairy-tale element by being from a carried
lantern. The dimmed lighting creates a mysteriousatmosphere and
resembles a sign of hope for finding her love interest and hope for their
relationship.Throughoutthe majority of the rest of the video, sunlight
is used which creates a blissful mood and focuses on the happy
expectationof how the couple may end up in Taylor’sromance ideal.
Another form of lightingused during the video, mainly in the Romeo and
Juliet setting, is the use of candle-light.This helpsto create a romantic
Scene and relatesthe lighting back to the 1800’s where Romeo and Juliet
was written and there wouldn’t have been bright white unnatural
looking lighting.The use of the director includingliterary references to
Romeo and Juliet makes it more appealingand understandablefor the
audience even the detail of lighting. The mise-en-scene used to created
this is powerful in realisticallydevelopingthe love story ideal. The
audience would be able to feel connected to the narrativeand characters
as there wouldbe familiaritywith the story being one of the most
well-known Shakespeare plays. The women are wearing traditional1800
ball gowns and the men are wearing waist coats with tails, in keeping
with the time era. In the last scene in the 1800 setting, the main
protagonistsare both wearing white which relatesto weddings and
romance as white is a typicalconventionof love and marriage. Taylor
wears a white dress throughoutthe video balconyscenes which is
representativeof her teenage innocence and purity.

The locationsin this video includea castle, high school, ballroom,
balcony,garden at night and the field. All of these locationshave
connotationsof romantic love which fit into the whole visual of the
video. These locationsalso relate to the Shakespeare inspired film
directed by Baz Luhrmann which have similarlocationsto the play all
being inspired by the medievaltime period.
A comparison of the Baz
Luhrmann film in which the two
are in the garden near a statue
and the music video in which we
see a similar set up with the
statue.
These examples of intertextualreferences again, help the audience to
engage and recognise the narrative.There is some use of discontinuity
editing in which the video starts at the end of the story and then we see
the love story flashbacks throughout the video of the protagonistsshown
together. The video also features a lot of cross cutting to cut between
scenes of the charactersdancing and also when they are running towards
each other in the field towards the end of the video. The use of
continuityediting enables the audience to clearly follow the narrative.
The steady pace of the video makes it appear peaceful and blissful
along with the lighting. At the start of the video when they first see each
other and when he first spots Taylorin the ballroom,there is the use of
eye line camera work to show that the male protagonistis lookingat her.
It creates a romanticfeel as it appears he is intentlyfocused on her. There
is also an eye line match in the garden scene when the find each other.
This continuityediting techniqueis a typical conventionof love songs.

The music video features many two shots
perhaps to show the closeness of the
characters. In the first two shot on the left,
we are in the present day at the start of
the love story for these characters. It
focuses on the new narrativeas apposed
to the complicatedRomeo and Juliet
narrative,implying this is more of a simple
love as the charactershave just met but
walk up to each other and it is impliedthey
kiss. There is still intertextualityhere as it
relatesto how quick Romeo and Juliet’s
relationshipstarted. The next two shot is
a mid shot presenting the two characters
in an intimateway with Taylor’shands
positionedon her lover’s face. This is
affectionate and shows her love for him
by the use of physicalcontact. The next
two shot is similar in the way it shows their
affection for each other. In both of these
shots we can see the emotionsexpressed
on Taylor’sface which presents joy. In the
last two shot, it is more of a close up shot
in which the romantic lighting lights up
Taylor’s face and we can see the male
character smiling at her despite her not
looking at him. This conveyslove he has
for her even when she can’t see it. This
close up shot of two cherries hanging
together connotescloseness between
Romeo and Juliet and the protagonistsof
the story.

The use of a fan creates a romantic mood as
historically,fanswere a way to send
messages in Japanese culture. The revealing
of only the eyes would be mysteriousand
create tension between two people. The
fan being fully open symbolises prosperity
as it spreads out and is similarto that of a blooming flower or opening
up to someone. The extreme close-up enhances the intensity already
developingbetween the two.
In this shot, Taylorappearsto be
‘trapped’ as she is framed between the
pillarsand the walls. This references
towardsthe play where Juliet is banned
from seeing Romeo and kept in her room.
In this extreme close-up shot we can see the
man whispering into Taylor’s ear. It is an
intimateshot in which a sense of
mystery is created. It conveys the idea of
yheir forbidden love as the audience
doesn’t know what is said and he is
whispering to prevent anyoneelse hearing in an attempt to keep their
love a secret.

Music Video Analyses – Not3s, Mabel
Not3s, Mabel – My Lover (Radio Edit)
‘My lover’ by Not3s (pronounced Notes), British-Nigeriansinger-
songwriter, rapper and actor from Hackney, was originallyreleased in
2017 until a remix with Mabel, Swedish-Englishsinger-songwriter, was
released in 2018 which is the video I am analysing.There is already
diversity within the artists, but also within the music video. This video
includes many representationsof ethnicity and explores this
throughout. This music video is both a narrativeand performative and
blends elements of hip-hopand R&B.
In this music video we can applythe Binary
Oppositionstheory by Levi-Strausse when
Looking at the main protagonistsMable and
Not3s. The boy vs girl visual is presened by
The use of mise-en-scen. The stereotypicaluse
Of colour, pink for mabel and black and blue for
Not3s in their first outfits. Not3s wears trendy
clothes which are typicalfor his target
audience. Thiswould enable his audience to
relate to him. The typicalblack and blue colours
can be recognised as manly and dominantover
Mabels. She wears an oversized faux fur pink
coat and white lounge set. This would also help
her audience relate to her with the casual
clothes. The pink and white colours are
feminine as the white and black creates a
binary oppositionbetween them. It could be to
enhance the saying ‘opposites attract’ by
having the two wear opposite colours. The use
of the oversize coat could be to present Mabel
as covering up and concealingherself
representing her as independentand not
needing to show her body for attention.

The lyrics ‘I’m you’re size’ support this
suggesting she is what he wants as she is. This
is further proven by the lyrics ‘I’ll decide when
we take things further’ showing how she
knows her worth and has controlin the
situationwhich subverts Laura Mulvey’smale gaze theory. It also
disagrees with Van Zoonen’s theory stating in patriarchalculture, the
way women’s bodied are represented as objects is different to the
representationof male bodies as spectacle. It suggests we are in a
patriarchywhich dominatesand oppresses women. However, Mabel’s
lyrics and outfit suggest otherwise implyingshe is aware of her power.
Despite wearing feminine colours, she is still a ‘boss’ as she states he is.
Her gold jewellery could conveyan expensive look for mabel hence
being independentand making money for herself.
The extreme close up camera shot on her hand focuses us on her gold
rings one of which containspink which againpresents Mabelas
feminine. The extreme close up on her face focuses on her and blurs
out the background. We can clearly see her gold earrings and are
drawn to look at her as it is an eye level shot and she is dominantin the
shot. It allowsus to see her facial expression which remains like a poker
face suggesting mystery which could also be why she has an oversized
coat – to enhance the idea of secrecy. The mid shot revealsher gold
necklace which is not alwaysvisible.It is a heart which suggests she is
opne to love but not desperate for it hence why it is only sometimes
visible.

Not3s wears a silver hoop earing in his first
outfit and a gold chain in his second. Mabel
sings the line ‘your chain, so icy’ whilst he
wears his first out suggesting he my have
been influencedby this line and then wore a
chain the next time he saw her so he would
appealto her showing the influence she has
on him. This is a typicalof a love music video
to relate the video to the lyrics. Mabel’s
jewelry stayedthe same which implies he did
not affect her into changing herself which
presents her as dominant.They are both
wearing white jackets and similar outfits
suggesting they are in sync and drawn to each
other and their love grew together. They are
both ‘branded’ by Mabel wearing a nike top
and trainers and Not3s wearing an Off-White
top, both brands know for being designer and
expensive. In the extreme close ups of
Mabel’s face we can see she is wearing
makeup and eyelashes which are typically
feminine as well as acrylic nails. Her hair is
slicked back into a pony tail which is associated with working hard
rather than hairdown and out of controlwhich promotes her business
woman ethic. The expensive look about Not3s is proven by him being
the only one at the fun fair at the start. It suggests he has hired the
entire place just for him and his mates until it latergets busier when
Mabel arrives. The
rides are running with
no passengers
implying it is to
centre attentiononto
him.

The way the video is filmed is, so it doesn’t fill the entire screen. The
connotation thishas is that we don’t see everything much like how we
don’t see everything in their relationship.We see them meet and then
we know they meet againhence the outfit change, but we don’t see
how they get there. It leaves some of the story up to the viewers
imaginationand involvesthem with the artists.
The locationis introducedimmediatelyat the start of the video and the
continuityediting enables the audience to follow along with the story
chronologicallystarting from when Not3s arrived at the winter fair. The
lighting in the video starts naturaland then as it gets dark, is powered
from the fun fair rides. This lightingseems more appealingto the
intendedtarget audience as it can relate to places they may go e.g.
nightclubs,festivals, fun fairs. It creates a fun and livelyatmosphere by
featuring such bold and bright colourful lights.
There is no naturallighting after it gets dark
which creates an exciting atmosphere and
relies on the rides to provide light. It also
helps to confirm its winter by the use of
Christmas tree lights. The lights could also be
a sign of success and the future being positive
with a bright outlookon what’s to come for
Not3s as an artist.

Another typicallove song music video
conventionfeatured in this video is the close
up camera shot lip syncing from both Not3s
and Mabel. Not3s tends to make hand
gestures during this, often making a love
heart with his handswhich is typical of
romantic iconography.His facial expressions
are continuouslyjoyful and he is smiling
whilst singing. This creates a positive mood
and expresses the positivelove he has for
the female protagonistplayedby Mabel.
A lot of shots of Not3s tend to be extreme close up shots or mid shots.
When they are wide shots or full body shots it is either in his eye line or
a low shot. This shows his dominanceand valuehe has for himself as
an artist. It shows his importance despite racialstereotypes and being a
black man from London he will have faced these. He defeats
stereotypes of aggression by his continuoussmiling throughout.
Mabel has similar
shots which the
majority of are
extreme close ups of
her lip syncing or eye
level mid shots. Her
facial expressions are
also joyous and she
has no high camer
angle shots as this
would make her
appearoverpowered
and vulnerable.
The way they both sing to the camera is as
if they are singing to each other through it.
This direct eye contact helps show this.

In this interaction,we can tell they are looking at each other despite
being two different shots. Both shots havebeen edited so they are in
slow motion and relatedthe shots to each other as well as the
protagonistsboth facing the oppositeway. We don’t see it from eye
line match but as if we are between them which engages the
audiences with the relationship.By having these shots move in slow
motion, it isolates them from the busy fast moving environment
around them.
These two shots also connect them to each other. Although they are
at different pointsin the video,they both make the same hand
gesture which standsfor the 3 in Not3s. It also helps to build
recognitionfor Not3s as an artist. The difference between the two
can be shown above by the use of colour.Mabel’s background
containsteacups and purple/pinks colours whilst Not3s is surrounded
by darker colours and dart boards.

A stereotype for black men, tends to be violenceand drug use in many
films and shown within the media. In this music video,we see Not3s
handingmoney to a hooded male. Stereotypically,it may be thought he
Is considering paying for drugs hence why he is
trying to hide it and keep it secret however we
see it is to buy a bear for Mabel which creates
a positive representationof him as an artist
and positive ethnic image.
A frequent style of shot in this video is a two shot which tends to be
prominent in love music videos to capture the way two characters look
at each other. Some examples below show the way the protagonists
look at each other. They are constantlysmiling and expressing positive
emotionswhich connoteshappinessand love. They are close and
there is physicalcontactwhich shows they are comfortable with each
other despite havingjust met. These are feature in a range of
Extreme close ups, close ups and mid shots.
In the bottom right image, Not3s face is
hidden in the dark and Mabel’sexpression
can be seen in the light to remind us of the
opposite attractionbetween them.

Rides used in this video include the
dodgems. The significance of this is the
adrenalineyou get fom this can be the same
as within their relationship.Fast moving,
and exciting as well as risky. The way
dodgem cars collideis a mirror image of the
way their unexpected love collides.
Another featured ride is the teacups.
Although it is though of as childish, we see
Mabel singing in a teacup. She is alone
which againshows her independence;
however, towards the end of the video we
see both Not3s and Mabelin the cups at
the same time. The importance of them
being in different cups signifies their
togetherness but not dependent on each
other. You can see in the mid shot on the
left that Not3s is behind Mabelin a
separate cup. They battle the age
stereotype of the teacups. This could
signify their love makes them feel younger
or as if they have a childhoodromance. The
bottom left mid shot shows the two in the
dodgems ring again. In this shot we can see
he is holding her face which shows
affection and is an intense action associated with a kiss which is
impliedwhen we see them facing each other but cant see if they kiss.
It opens up the idea to the audiencebut
leaves it to our imagination.

Audience Research
With myself being in the intended target auidenc ( aged 16-25) I
decided to do some primary market research and discover their
thoughts on Romantic Love music videos. I codensed the research I
gathered and have presented it below.
Audience
Profile
Why would you
choose to watch a
music video?
What do you like to
see in a love song
music video?
How do
you
view the
music
video?
What is your
favourite
genre or
artist forlove
songs?
White, 18
year old
male
If I am intrigued by
the artist
Passion and the artist
perfoming
Youtube R&B, Bruno
Mars
White, 19
year old
male
For the performance Performance Youtube R&B, Rap,
Pop Smoke,
Kid Laroi
Black, 16
year old
female
For entertainment A story and artist
performance
Youtube R&B, Rap, UK
Chill, Pop,
Drill
Fillipino,
17 year old
female
If I love the song or
artist
A storyline eg Rich
lifestyle with love
Youtube R&B, Bryson
Tilleer, Jhene
Aiko
White, 20
year old
female
For special effects,
lighting effects and
to see places it is
filmed for travel
ideas
Costumes, hair,
makeup (mise-en-
scen) and specal
effects egMontero
music video, dance
routine
Youtube Drum and
Bass
White, 19
year old
male
They can make the
music video more
relatable and give it
more meaning
How music fits in with
the video, the setting
and location
Youtube 90's R&B,
2000's Pop
and R&B
Caribbean,
25 year old
male
To connect with the
song, see the artist
and their story
Seeing real people
showing their feelings
to each other
Youtube 90's rap and
R&B, drum
and bass,
reggae,
2000's R&B

Audience Research
The most generic and popularanswers I received were that people
watch music videos often enjoy seeing both a storyline and the artist
performing. Something I also want to take into considerationis the
mention of locationby includinglocationsmy target audience may
want to go. It would inspire them and relate them to the artist
meaning they would feel a connectionwith the artist. Everyone in my
research watches music videos on youtube which is easily accessible
as well as free. It also means they can watch them at any time in any
place.

Audience Profile
16-25 year old
I like socialising with my
friends partying – playing
music
I watch music videos on youtube
I like R&B,
Rap and Pop
music most
I used social media often
I enjoy
going out
and
socialising
I find inspiration
from celebrities
and artists I
listen to
I used apps
Such as
Pinterest,
Instagram
And snapchat
I follow trends
I am in
Some sort
of education
Or job
I am dating/ idealiserelationships
I sleep a lot
I like working
out or going
to the gym
I like travelling/
Want to travel
I eat a lot

Research for coursework media

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