The group originally planned to use Ella Henderson's song "Beautifully Unfinished" for their music video but changed to Adele's "When We Were Young". They felt Adele's song had a larger fan base and allowed more creative freedom. While Ella appeals to a niche audience, Adele has mass appeal across genders and age groups from teenagers to 40s. They chose a love song promoting unity to reach a wide audience. The video will be shared on social media, creating exposure as viewers share it with friends who share it further.
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2. Original Ideas…
Originally we thought we would go with Ella Henderson’s song ‘Beautifully
Unfinished’ for our final idea, but changed our minds to Adele’s ‘When We
Were Young’ when it came to the planning stages of our music video. Both
are very similar genres and appeal to a very similar audiences but we felt as
though we could be more creative with Adele’s song and that it would have a
larger fan base in comparison.
Ella reaches out to a more niche audience as opposed to Adele who has
broken music records and sold millions of copies of her songs worldwide.
Both artists are attractive to both genders and their genre of music is
relatable to a range of age groups too.
We wanted to stick to a song with a similar genre to one of Ella Henderson’s
as we had much more creative ideas and knew which direction we wanted
to take our music video in. The genre of ‘love’ and a sense of unity is a
popular with a wide audience and it would be something that people enjoy
watching.
3. In my opinion, the audience we are reaching out to the most with our music
video are teenage years to around the 40’s maybe older as the music video
we are creating is applicable to a large age range as each individual can be
experiencing different events in their life which they can interconnect with
Adele’s song we have chosen.
Moreover, there is an audience of males and females as both genders will
love this particular genre of song and will enjoy our recreation music video.
Similarly, it is a song that can applicable to their lives. As Blumler and Katz
identify in their Uses and Gratification theory for media, the audience will
use the video and the song as escapism, so they for the short while they are
consuming the content, they can be diverted away from reality.
Our audience are more than likely going to be on social media and be
constant users of the internet therefore, it can suggest that the song and the
video will be shared online and create a snowball effect. One person views it
then shares it their friends, and then their friends will share it to their friends
and so on…
4. In relation to media theory, Hall’s audience Reception theory focuses on the
role of the audience in the interpretation of a media text, instead of on the
text itself. Therefore, that means that the audience will interpret our music
video and the song of the audience in many different ways. The theory
suggests that audiences play an active role in reading texts, that each
person has the ability to interpret the same texts differently. Media texts are
polysemic and can be ready differently by different people. For example: in
our music video, the audience can interpret the content and the song for
very opposing meanings. Some of the audience can interpret as the song
romantically and apply it to relationships in their lives. In contrast, other
members of the audience can interpret the song as a sense of family unity
and the idea of looking back on memories from the past.
5. The music video, or the live version of the song is on the link below:
https://www.youtube.com/watch?v=DDWKuo3gXMQ
There is not an official music video which makes it easier for us to recreate our own
ideas and not regurgitate ideas already created by Adele.
