2. Age, gender and sexuality
The audience for my music video will range from around 16 to 21 in terms of their age. The
actress and actor in the music video are both 18, so they will appeal primarily to youth. The
audience will be able to agree with the text more if they are of the same age because they are in
the position where they can see themselves being the people in the music video. The genre of
music appeals to much wider music. Possibly up to the age of 29. This is because the age of the
producers who contribute music to this genre is usually from 18-29. However, my music video
will appeal to youth more than anything. I have encoded the text so that it is primarily decoded
(theory by Stuart Hall) accurately by youth. They see themselves in the music video because
some aspects are relatable to them.
The gender of my music video should roughly be spilt 50/50. The attraction from both gender of
actors should appeal to both male and females. Both genders will be able to relate to the same
gender in the music video and therefore like the music video. The sexuality of the audience isn’t
a key factor with my music videos demographic because neither gender is sexualised or seen in a
voyeuristic way to attract a homosexual audience. However, the audience could be seen to be
attractive to bisexual and heterosexual audience members due to a male and female actor being
3. Ethnicity and class
The ethnicity my text would mostly attract is white British demographic. This is because the actor and
actress in the music video having a white skin tone and living in Britain. In terms of a local audience
my video would attract a slightly larger demographic. I used the Fens and London as my primary two
locations. So, people who also live in the Fens may also enjoy the music video because it shows them
something which is very common to them and relatable. They will find comfort in seeing something
they know very well. Then London helps to attract a much wider location. With London being the
capital city of Britain it gives my production a much larger sense of Britishness. It also appeals to a
more modern and urban culture which are used to living in a busy city environment. There is a
possibility that the video could appeal to those who live in a London location but due to the size of
the city and density of its population it is very unlikely that the text would become very well known.
Many producers and artists use London as a location for their work because it is so well known.
Therefore, my text doesn’t stand much chance is competing with other producers.
The class of my audience would mostly range from a lower middle class (c1) to the working class (c2).
This is because the London location and middle class actors would appeal to a middle class audience.
Then the Fens which are known for their farming would attract a working class due to this class
carrying out farm work. They would be attracted to the familiar location of the countryside as their
place of work.
4. Media Interests
The audience of my music video would most likely have a large range of interests. They
would listen to similar artists such as: XXYYXX, SBTRKT, Jamie XX, Garden City Movement,
and The XX. These are all artists of a similar or same genre to Vanilla. The image to the
right shows similar artists which are suggested to listen to on Spotify. The demographic
may have a slightly wider music taste and listen to hip-hop artists such as Childish Gambino,
Kanye West or Jay-Z,. They may listen to alternative artists such as Major Lazer, Two Door
Cinema Club, The Wombats and Grimes. They will listen to these artists through nearly all
types of media. These are things such as CD, Mp3, Vinyl or Cassettes. The demographic is
also likely to go to a lot of concerts in order to show their appreciation for their favourite
My audience would be likely to have a large appreciation for art and mostly niche films.
They would like photography, paintings, sculptures and most modern art. They are likely to
prefer modern art because they like to look for the deeper meanings in things and create
something that is more personal to them. They could like art films that are praised for their
cinematography because they will appreciate the creativity of the shots and the aesthetic
that the producer is trying to create. They may also like to watch short films on YouTube by
producers such as Bertie Gilbert. The audience may also read a mixture of niche and
mainstream books. This can range from John Greens ‘Looking for Alaska’ and Ben Brook’s
‘Grow Up’ to J.K Rowling's ‘Harry Potter’.
5. Clothing and appearance
This type of demographic is likely to want to keep up with the latest high street fashion choices.
They will shop at places like: Topshop, Topman, Drop Dead, River Island, Nike, Obey and other
popular shops which sell the right clothing. They will wear Nike trainers or vans as their choice of
shoes and most likely wear skinny jeans as their trouser choice. The demographic tries to dress
to fit in and in a sense look smart at the same time. They wear things that show they have
money (influenced by capitalism) but look presentable at the same time. They want to look
intelligent, that is why they try to appear as being smart.
The demographic is also likely to control their appearance through altering their body in one
way or another. This may be through having a certain type of hair cut or style of facial hair. It is
also very likely that they will have things pierced like their ears, lips, nose or other parts of their
body. Then when they are older they may wish to have tattoos to continue adjusting their
appearance. These things are all done to help them fit in to a certain subculture and feel
comfortable with themselves. My demographic will strive to fit in so that they feel comfortable