1. Media Products and Audiences
The new millennium rapidly changed and altered the way commercial music sells, as
nowadays with all the modern technology that relies on visual aid for intended purpose,
producing good quality audio is not enough to sell, the modern day artist must sell a
complete and stand out an image to get the attention of their audience and send their
music to the top of the charts, and they do this through all kinds of media related methods,
such as fashion, endorsements, social media and most importantly and effectively, music
videos. But in order to produce a successful music video, the producers must carry out a
number of research techniques that allows them to know their audience, thus giving them
the ability to know what they want and they don’t.
Music video producers define their target audience using a variety of secondary and primary
research techniques. Using these methods, they are able to gain information on the three
segments of research (audience research, market research and production research).
Media Producers separate research techniques into these segments, which puts techniques
like quantitative research (which consists of procedures such as surveys, polls and closed
questions) and qualitative research (questionnaire, observations, focus groups and face to
face interviews) into the audience research category. Market Research consist of, socio-
economic status (defining the social class of the individuals within your target audience),
psychographics (classifying the personality, and behaviour of your target audience into
matching groups), Geo-Demographics (grouping the regional identity of your target
audience) and Demographics (categorising and numerically graphing the basic information
of your target audience, such as age and gender). Other categories such as size
(determining the widespread of the product/music video, whether it’s a
mainstream/commercial production or alternative) fit within the segment of production
research.
American singer songwriter Elizabeth Woolridge Grant, better known as ‘Lana Del Rey’
released her music video ‘Blue Jeans’ from her debut album ‘Born to Die’in 2011. Lana del
Rey’s music video for blue jeans follows the genre characteristics her indie-pop/alternative
sound very well, as it consists of a complex and original narrative (and most alternative
videos strives in being different and run away from having music videos that follow the lyrics
very simply), ‘sex’, (as the video is very sexy and features some explicit innuendo) and the
unique image of a Morden-day bohemian/urban vibe, with a lifeless tone expressed within
the music video throughout, as the music video is black and white (which can exemplify a
lifeless nature) and the quite dark, twisted and violent narrative to the video (the drowning
and strangling of the artist). With all these elements taken into consideration, Lana Del Rey’s
target audience seems to be indie, downbeat, hip-hop lovers, and the demographics are
categories as females aged between 17-28 of all ethnicities, as audience members younger
than this, may not enjoy or understand the complexity and mature themes of the video, and
older individuals would not care for the dramatic emphasis that’s is being applied to
something as trivial as a long lost love, and such shots in the video as, the male model
getting undressed, the intimacy between the two characters, all exemplify that this video
was targeted to a female audience.
In comparison to ‘Blue Jeans’, Michael Jackson’s ‘Thriller’ music video is aimed at a much
larger audience, which is the source of its tremendous success. The Thriller music video follows
the genre of the pop song as it displays many aspects of it that people can associate with a
pop song, for example, dance chorography is shown in this video which tells people it is a
type of song people can dance to it also uses many different bright colours throughout the
duration of the video which is seen as a connotation of happiness and enjoyment. All these
traits (catchy dance routine, exhilarating and trilling storyline of the music video make it

2. appealing to a demographic of both genders, ages 9 – 90, and individual of all ethnicities,
this is because the music video has a simple, easily understandable and enjoyable narrative,
and is entertaining without the use of sexual or vulgar imagery or content. These are all
factors Lana Del Rey’s ‘Blue Jeans music video lacks.
The chic, classy yet dramatic black and white colour scheme of and maturely dark and
sophisticated narrative for Lana Del Rey’s‘Blue Jeans’ music video would attract and appeal
individuals who do not live the luxurious and glamorised life that this music video seems to be
aiming to display (such as the lavish looking background locations, and the old Hollywood
styling), as these social group class B and C individuals would appreciate and desire these
material things they don’t have, whereas Michael Jackson ‘Thriller’ music video appeals to
persons of all social class, due to the fact that no elements of this music video singles out any
social classes (because the music video has unrealistic sceneries, costumes/makeup and
storyline, it doesn’t represent or embody any kind of social class, allowing it to not put off
other social classes).
Questionnaire (Results)
Which Music Video Did You Prefer?
Out of 6 People, 4 of them preferred Michael Jackson’s ‘Thriller’ music video as the other 2
preferred Lana Del Rey’s ‘Blue Jeans’
Please Explain the Reasons for This Answer?
I Prefer Michael Jackson’s ‘Thriller’…
1. I think it’s catchier and more memorable and the dance routine and Michael
Jackson’s outfit is iconic.
2. The storyline is thrilling, which works with the title, and the music video is so interesting,
you could watch it without the audio and still enjoy it.
3. Thriller makes me want to watch more and more of it over and over again because
of the cliff-hanger whereas ‘Blue Jean’ begins and ends quickly and unsurprisingly
4. ‘Blue Jeans’ doesn’t make any sense to me, and the repetitive shots get boring
I Prefer Lana Del Rey’s ‘Blue Jeans’…
1. I think it’s more interesting and not as cliché and overly done as ‘Thriller’, which is too
pop for me
2. Its black and white and I like the way they incorporated the lyrics of the song into the
video in a poetic way.
Which Music Video Do You Believe Appeals to a Larger Audience?
Out of 6 people, all 6 of them believed Michael Jackson’s ‘Thriller music video appealed to a
larger audience.
How Does Your Preferred Music Video Compare to All Your Favourite Music Videos?
Michael Jackson ‘Thriller’…
1. It’s got an interesting storyline and represents Michael Jackson in an artistic way
2. It can be enjoyed by anyone in the family because it clean yet entertaining, which is
something modern music videos are missing
3. It’s just as corny and fun as all my favourite music videos
4. It very different to the music videos I watch but the dance routine is so iconic that I
like it.
Lana Del Rey ‘Blue Jeans’
1. It’s not like other music videos that are just all about partying, looking pretty and
selling an image, it’s all about turning poetic lyrics into artistic visuals
2. Its glamorous and pretty

3. How Do You Believe the Music Video You Didn’t Choose In Question One Could Gain A
Larger Audience?
Michael Jackson ‘Thriller’…
1. There is nothing more it could do; I just don’t like the song or theme to the music
video
2. I think maybe if the music video wasn’t as cheesy as it is and be more realistic
Lana Del Rey ‘Blue Jean’…
1. I think the music video could have maybe been a little less sexual, more people
would be comfortable or even able to watch it
2. I think the music video works for its intended audience, but the narrative and
references are too complex for other peoples taste
3. I think the video is aimed too much to female audiences
4. I think if the storyline wasn’t so complicated, more people especially younger people
would understand and appreciate it more.