The document discusses two theories that can be applied when creating a music video: 1) Uses and Gratifications Theory by Blumler and Katz - A music video should inform, educate, allow for personal identification and entertainment, enable social interaction, and provide an escape. 2) Richard Dyer's Utopian Solutions - When creating the video, consider offering solutions to audiences' inadequacies like poverty, confusion, exhaustion, and isolation by providing abundance, clarity, energy, and a sense of community. Applying these theories will help ensure the music video delivers what the target audience wants by addressing their needs.

1. Audience behaviour

3. RICHARD DYER’S UTOPIAN SOLUTIONS I am going to analyse some of these that will apply to our music video. When creating our video we will consider offering solutions to our audience’s inadequacies. Inadequacy: Poverty Confusion Exhaustion Isolation Solution: Abundance Clarity Energy Community

4. So what does this mean for our product? We aim to offer our target audience compensation for the inadequacies in their lives. This is Richard Dyer’s Utopian solutions. Our video will suit our target audience and their needs. For poverty we will provide abundance, we will offer a cheap video available to those of all social status. We will offer lots of chose to our audience. We will clarify any confusion that our audience may have and provide a clear choice and any confusion we will solve while making our video. Our video will solve the issue of exhaustion its self as our video will be fun and full of energy providing fun for our audience. We can create a community through our video solving the isolation problem, as this will bring conversation with others who have the same music interests. Looking at these two theories when creating our music video will ensure that we deliver the elements that our target audience want.