music video target audience notes

Music Videos can be aimed at anyone. They are promotional tools/devices to promote the artist/band and their music. Each artist has a particular demographic they will appeal to. The artist will cater their music video to appeal to their target audience through the use of narrative/performance/colours and location.



A common misconception is that all pop music videos are aimed strictly at audiences.

We, as audiences, consume music videos through TV channels such as MTV, Chart Show TV and Capital TV. We also watch videos online through social networking sights such as Facebook and Twitter. In addition iTunes has become a big seller for watching music videos as we are now able to buy them to keep on the video section of our IPhones. Finally, YouTube. is probably the most popular way we consume music videos as you can access YouTube through any device whenever you want and it is free.



A music video can be sold on DVD or to other companies to help cash in more money.

A video extends the income of the singer - they will get money from doing the video and promotion.

Songwriters will get $40 for every 1 million views on a music video.

It is commonly said that pop artists like One Direction, Justin Bieber and Ariana Grande only cater for teenage boys and girls which is not always true. However the following music videos from these artists follow those judgements;



One Direction - Midnight Memories






The music video for Midnight Memories is not a serious one and comes across as the boys having a laugh. The colours are bright and what they are doing in the music video matches the fast tempo of the song. The target audience is mainly girls ages 12-19 which fits the stereotypical audience of this group.



Justin Bieber - Beauty and a Beat






The music video for Beauty and a Beat is filmed on a small camera that Justin is holding and then on mainstream company cameras when he is dancing. The location is at a waterpark and is filled with teenagers which will make it relatable to his teenage audience. The video is really cut and directed to the beat which is fast thus creating a fun atmosphere that his teenage audience would enjoy. The target audience again is mainly girls ages 12-19 which makes artist like Justin and One Direction 'rivals' in the industry.



Ariana Grande - Baby I







The music video for Baby I is one of Ariana's firsts which is why it fits her stereotypical pop genre that she has been classed into. The colours are bright and she is outside in nice clothes with loads of other teenagers around her which is relatable. The song is really upbeat and 'pop-y' which is why the target audience would be both girls and boys aged 14-18.



George Ezra



Artists like George Ezra fall into the pop/folk/indie genre of music which makes his target audience range widely from females and males ages 15-31. In order to appeal to this audience his music videos must relate the genre and audience. I would say this music video for his song Barcelona is stereotypical because it follows the conventions of the relaxing and calm music. He is also playing his guitar in the music video which is a general convention of indie/folk music.






Katy Perry






Katy Perry falls into the pop genre of music. This music video for Katy Perry's song Hot N Cold is typical of a pop song because it is cheesy and entertaining to watch. The lighting is bright and the colours are vibrant which gives it the 'pop' look. I would say the target audience would be 15-23 year olds.