The target audience of music plays huge part in deciding the content of the music video. We feel that our target audience will range from about 16 to 30 and be both sexes. This has influenced our video so far and meant that we have made decisions such as the type of clothing that we use (new designer and fashionable), the actors (young) and the places we film (housing estates rather than industrial sites or city buildings and a club environment as lots of young people go to these kind of places).
Over the past few years rap and hip hop music has moved into the mainstream environment which means that this song and our video will have a mass audience which is one of the main reasons that we have chosen it. Also it is not just in the UK that this music is popular, it is the case world wide in other countries such as the USA, Europe and Australia.
I think our video will also be heavily on Reception Theory which suggests how text is encoded by the producer and then decoded by the reader. We will try to use recognised codes and conventions, to create 'Preferred Reading'.
Above is the Mind Map that I created, and it shows all the ideas that I would like to include in the three products, and it helps me specify what elements I need to include in the designs.
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