This document provides research for a love song targeted at a 16-25 demographic audience. It discusses the music industry and record labels. It also analyzes three existing love song music videos - "Tongue Tied" by Grouplove, "Just The Way You Are" by Bruno Mars, and "Stubborn Love" by The Lumineers - examining their genre, techniques, representation, and viewpoints. Audience research identifies how the target demographic accesses music videos and what they look for in love song videos. Stereotypes of this age group are also mentioned.

1. A- level Media Coursework research
Connie Pattenden
Brief – a love song targeted for a 16-25 demographic

2. Industry, form and genre research
music industry- the music industry is an industry in which individuals and companies work together to create music and scores for
money. Its helps establish artists who will then tour on concerts and promote their brand through songs, social media and merch.
who are the band signed to – bands are signed to record labels , companies that search for artist that then help them create music
and put out content to establish their artist identity
universal music group- global music corporation world/'/leader in music- based entertainment shape culture through
power of artistry, record music, merchandise, audiovisual content in 60 territories , identify and develop artists and
songwriters, diverse and culturally rich collection of music, Sir Lucian Grainge is the executive, chief, universal, virgin, cash
money recordings ect. It inspires us, moves us, thrills us, heals us and ultimately unites us all. motto/ slogan
form – what is the purpose of cross media production – cross media production means that the media product is
used over a variety of platforms to appeal and attract a larger audience.
music video websites – udiscovermusic.com - linked within the UMG website, Youtube, Vimeo, IMVDb, MTV UK
distribution and marketing- physical and live music. CD's, vs concerts, social media, previews, merch, posters ,
collabs, adverts on the TV or radio, streaming services , websites, playlists, magazines, specific music distributors
like Horus music or Symphonic distribution
genre - can love songs be found in a variety of genres?- love songs appear in many genres such as pop, classical,
indie , rock, soul the list goes on. A love song is more about the story, lyrics, emotion and narrative rather than
the composition/ tune of the song
subgenres- there are often subgenres, these are smaller niche categories that fall in a larger one. For instance,
the main genre being rock/alternative and the subgenre is love rock/alternative

3. Music video analyses
Music
video
genre techniques Media language representation Combination of
media elements
Viewpoints and ideologies
Tongue
tied by
Group love
Indie Audio,
visual,
narrative,
characters
Camea
angles, camera
shots, speed of
editing lighting,
mise-en- scene
Low key lighting
switches to high
key to show
time of day
Teenagers, parents,
young love, artist ,
males and females,
grunge look, kissing
parting , messy ,
masked characters
– in wrestling
masks
Shows narrative
through
reversing the
video, starts at
the end. Pace of
editing and
switching of
scenes mostly
matches the
beat of the song
Shows and
stereotypes teenagers,
partying , from the
viewpoint of yourself
placed into the action then
viewpoint of main
character, artist and band ,
drugs- the effect of drugs

4. Music video analyses
Music
video
genre techniques Media
language
representation Combination of
media elements
Viewpoints and ideologies
Just the
way you
are by
Bruno
Mars
Pop Audio, visual,
narrative,
characters
Camera
angles, ca
mera
shots, spee
d of
editing ligh
ting, mise-
en- scene
Low key
lighting
switches to
high key to
Represents a
couple in their early
20’s , the idea of
young love, early
relationships ,
represents the
reassurance your
partner needs from
you , not
everything say they
believe they need
the comfort of you
Shows narrative
through a stop
motion video,
images reflect
the lyrics . Pace
of editing and
switching of
scenes mostly
matches the
beat of the song
Shows a couple in there
early 20’s in love placed
into the action then
viewpoint of main
character, artist and band ,

5. Music video analyses
Music
video
genre techniques Media
language
representation Combination of
media elements
Viewpoints and ideologies
Stubborn
love by The
Lumineers
alt/rock Audio, visual,
narrative,
characters
Camera
angles, ca
mera
shots, spee
d of
editing ligh
ting, mise-
en- scene
Low key
lighting
switches to
high key to
show time
Represents a
broken family.
Leaving home, the
love you have for
family rather than a
partner, represents
the vulnerability of
younger children ,
the complex
emotion of
separation
Shows narrative
through a
continuous shot
of a girl in the
car.Pace of
editing and
switching of
scenes mostly
matches the
beat of the song
viewpoint of main
character, ideas of love in
different relationships eg.
Family rather than partner.
Point of view of a child
makes it more emotive and
relatable.

6. Audience Research
Target demographic 16-
25 year old's
Why do they watch music
videos ?
- they help tell a story
- can relate to the artist or
characters
- visually pleasing
- helps the consumers
understanding
- escapism
- create s a fan base
How do they access music
videos ?
- a UK survey in 2019
suggested that around 60%
of teenagers consumed
music videos/music on
Youtube whilst the other
percentage used Spotify. As
for the US the most popular
platform to consume music
is Apple Music. Out of all of
these Youtube is the only
one that provides the
consumer with videos.
What do they like to see in love music
videos?
Things that people tend to look for in a love
music video are: narratives, clear characters or
artists , lyrics , representation that the
audience can relate to .
Mobile gazers – people
who often are consumed
by technology , social
media ect.
' Sleepyheads' - a typical stereotype fitted
around teens and young adults is their
lack of drive , motivation, laziness
Often consumed
by their looks and
appearance to the
world whether
that be on social
media or real life
Reckless- perhaps
they don't
consider the
consequences of
their actions and
the impact they
have on
themselves or
those around
them
There is research to suggest males sing more about
love than women, however female artist more
commonly relase love songs. This could be out of date
data but still relevant