2. AUDIENCE
ENGAGEMENT
This describes how an audience interacts with a media text. Dick Hebdige argues that consumption is an active process in
which audiences‟ consume the same music in different ways.
We want our audience to understand the meaning behind the narrative we are creating, which is friends and family are are
everything. So you shouldn't betray them, however we also show the power money can have on the people closest to you,
these are important themes within our music video.
AUDIENCE
EXPECTATIONS
These are what the audience thinks about an artist and their music, for example audiences expect certain aspects from
different genres. Andrew Goodwin‟s theory is based around 6 main points; music videos demonstrate genre characteristics,
there is a relationship between lyrics and visuals, there is a relationship between music and visuals, the demands of the record
label will include the need for lots of close ups of the artist, there is frequently reference to the notion of looking and that there
are often intertextual reference.
Within our music video we will represent the Hip-Hop genre through violence, money and betray all of which are common traits
shown within the Hip-Hop genre, and we will have close ups of our actor (Aaron) playing French Montana which will promote
him and make him easy to be identified by his audience. Also we will have a relationship with our music video and the
music/lyrics of song, as a lyric is “Bloods thicker than water” and we will show the story of two friends and the events that
happen between them.
AUDIENCE
FOREKNOWLEDGE
This is what the audience knows about a music artist and their song / video. French Montana is a very well know artist within
the Rap/Hip-Hop industry. The fact that he sold over 56,000 copies of “Excuse my French” in the first week, reinforces the fact
that he is a well-known rapper.
Within our music video we will provide many close-up shots of French Montana (Aaron) which allows the target audience to
recognise the artist and can allow French Montana (Aaron) to possibly attract more audience members.
AUDIENCE
IDENTIFICATION
This is how an audience relates to an artist. Richard dyer‟s theory is that stars are constructed and that they are artificial
images as a purpose for making money.
Our music video will show a narrative about the betray of friends, so some of the audience can relate whether it would be the
betrayed or the betrayer, however the music video is based on a true story so Richard Dyer‟s theory can not be applied here
as there the star isn't constructed to make money, it is a platform for the artist to tell his story.
AUDIENCE PLACEMENT
This is how the media producers, target a particular audience and make them feel that the music video is especially 'for them‟.
In our music video we have achieved this by making a generalised music video that most people can relate to, however within
the generalised music video there are specific actions that only a few can relate to, meaning that the few that do relate to it will
feel like it music video was especially „for them‟.
