The document discusses targeting young adults aged 16-25 as the audience for a new pop song. It notes that most young adults today enjoy uptempo dance music. While teens are often stereotyped as rebellious, relatable music can help change perceptions. The document also discusses why young adults watch music videos to connect with artists and gain insight into the song's meaning. Modern music videos often feature artists lip-syncing and dancing in different outfits. Successful music videos tell a story, have distinctiveness, and leave a lasting impression. Young adults most commonly access music videos on YouTube, though artists also promote videos on social media and platforms like Spotify.

1. AUDIENCE RESEARCH

2. INTENDED TARGET AUDIENCE
• The intended target audience is a fun-loving 16-25 year old mass demographic. This means that I would choose a
song in the genre of pop (not popular) but it will be something that most teenagers would typically listen to.
• The subculture identity of the audience is a majority of today’s young adults, as most of them today, enjoy
listening to music that they could dance along to.
• Majority of teens today are being stereotyped as obnoxious and rebellious, so when an artist releases a song that
in a way connotates those thoughts, they can relate to them and may get motivated enough to want to change
that, but adults see this as them wanting to rebel against them.

3. WHY YOUNG ADULTS WATCH MUSIC VIDEOS?
• Young Adults watch music videos as a way to connect with artist, through their music, it can be through them
performing or a narrative in the music videos. It helps to give the audience a look into the artists reason’s for the
song, to get onto the same emotional level as the artist.
• Using a narrative reason, it helps give the audience a personal insight into what made the artist write that song, as
the narrative happens alongside the song. It connotes the way the part of their lives that they had to live through.

4. WHAT IS SEEN WITHIN MODERN MUSIC VIDEO’S?
• In most of the music videos we see today, they are mostly performance presented in them. Mostly, the artists
are either performing to the song and/or dancing along too. For example in nearly all of Little Mix’s music
video’s they are lip-synching and dancing along, in many different outfits within one video.
• Lately, animation has become popular within music video’s especially in Taylor Swift’s and Brendon Urie’s
song ‘Me’.

5. MUSIC VIDEO’S MUST INCLUDE:
• Tell A Story
• Distinctiveness
• A Lasting Impression
• Director doesn’t feel obligated to make the video match up with the lyrics
• A well put together Music Video even if the song is mediocre

6. HOW YOUNG ADULTS ACCESS THESE MUSIC VIDEOS?
• Young Adults have a variety of ways to find these music videos. The main place you would find these music
videos would be on YouTube most typically uploaded by Vevo or the original Company owner of the Artist or
Song (e.g. Sony). Other places that the music videos could be on Vimeo, YouTube Music and if they artist has
made a vertical music video it may also be played alongside on Spotify.
• Artists may also advertise their music on the Social Media accounts and add links to the full music videos for
their viewers to be able to access the video easily and quickly.
• However, a new article has been brought in called ‘Article 13’ which is making content uploads on YouTube
more difficult, some artists upload their videos to IGTV or Facebook’s or create Vertical Videos on Spotify.
• There has also been a new add-on to YouTube called ‘YouTube Music’ where instead of seeing all of the music
videos that are uploaded to YouTube on the Homepage, you can find all of the Music Videos in one place and
only ones that may suit you and are suggested for you.