2. Theory & Application
• Establishing a target audience ensures the
content is well manufactured to the viewer
- elevating the success of its performance.
Without entirely understanding the target
audience, the creator is disconnected,
thus creating a divide between the art and
audience. Art is meant to connect with
people and bring people together.
• For this project, my target audience is the
YOUTH. with the decreasing length and
increasing amount of available media has
caused a decline in attention span,
amongst the youth of this generation. this
tells me that my video will need to be fast
pace and eye catching.
Target Audience
3. Theory & Application
• Uses and gratifications refers to
understanding why and how people
actively seek out specific media to satisfy
specific needs.
• The theory was divided into four categories:
diversion, personal relationships, personal
identity and surveillance.
• People would interact with my music video
for entertainment purposes, and as an
extension of their appreciation for the artist,
Steve Lacy. Gratification retrieved from my
media would aid the viewers personal
identity and hopefully contribute and help
pave the way to their artistic preferences,
by providing such experimental imagery.
Uses & Gratifications
4. Theory & Application
My music video will serve to entertain;
moulding perspective and aiding creative
decisions amongst the youth.
