The target audience for this music video is teenagers and people in their early 20s. The video tells a story through the artist's performance and lyrics that will entertain and engage this age group. The tempo is slow to match the indie folk/rock genre. Camera techniques like closeups of the artist's face and shots of fans at concerts aim to make viewers feel like they are experiencing the music. Minimal editing and no digital effects were used to maintain realism fitting for the genre and theme.

1. Music Video Analysis
Target Audience &
needs
The target audience for this song would be teenagers to early 20’s. The video has a narrative and performance theme, the theme is
suitable for the target audience because they want to know the story behind the song but they also want to see him performing in
his videos, this fits the target audiences’ needs. This will entertain his audience and keep them watching throughout the video.
Lyrics The lyrics to this song match the video for example at the start of the lyrics are “I drink to remember, I smoke to forget”, in the
video he is walking down a street smoking. The lyrics are sophisticated to match the target audience; they have a meaning and
match the video so the audience can relate to them.
Tempo The tempo for this song is quite slow, it builds up to the chorus and change throughout the song but it is still slow. It’s a song you
would listen to on your own or with friends it’s not really a type of song you’d listen to at a party. The tempo is at the correct
paste for people to enjoy it.
Genre The genre is for people who like both the indie folk and indie rock music. It’s more of a modern style than older songs with this
genre but it does have some of the same conventions. The video definitely matches video, it has quite a dark tone and it’s not a
very upbeat song. There isn’t much happening in the video so it’s easy for the target audience to follow whilst listening.
Camera Technique There are quite a lot of close ups in this music video, mostly of the artists face whilst performing which the target audience like to
see. It also shows a few clips of fans enjoying themselves at his concerts with would make viewers want to have that experience.
The panning and style of shots that are used in this video match the genre and tempo, they are quite slow but not too slow that
you would get bored of the song. Also the clips don’t change as fast as they would if it had more of an upbeat tempo.
Editing Not much editing is used. Quite a few clips have been cut to give the viewer different points of view of what happening in the
video. Some odd clips have been slow down, this gives enthuses on the drama that is going on, gives the audience chances to
understand what is going on. There is fast editing from performance to the narrative within the video.
Use of digital effects There were no digital effects used. Digital effects wouldn’t suit this genre of music and theme, it wouldn’t make the music real look
as realistic.