Audience research Secondary Research

2. GEARS
G (Gender)- From the results in the questionnaire, most of our
respondents were female. However, our music video will not
relate to just one gender due to us using male and female
characters within the music video.
 The lyrics of the song denote the betrayal of male love by a
female partner, therefore placing the male as the protagonist and
female as the antagonist/femme fatale.
 The song author Leornard Cohen communicates this through the
Biblical stories of Samson and Delilah and David's illicit affair with
a woman called Bathsheba.
 The original story therefore places the male at the centre of the
narrative and therefore complies with Mulvey’s theory where
females in cinema tend to occupy secondary/supporting roles
and where the narrative is driven from the male perspective.
 To overcome this we have decided to modify the female role
within the movie in the following manner.

3. GEARS
E (Ethnicity)- Due to the music video being filmed in
England, the ethnic background will be English. The
main religions which are based in this country are
Christian and Catholic. In our video, we are using
conventions of this by using the traditional
heterosexual couple. However, the roles of the genders
portray the traditional roles as the female is the
powerful character in the video, leaving the male
powerless as he’s the one heartbroken from her
betrayal.

4. GEARS
R (Region)- The video will be filmed in Essex, therefore
the region is Essex based. Although we are filming in
this location, the representations used will portray the
national identity of the stereotypical Essex person by
making the characters act as a counter stereotype of
the southern-west of England, whom are people who
are based in London.

5. GEARS
A (Age)- The audience questionnaire showed us that our
target audience were mainly 16-25 year olds.
S (Socio-economic class)- E (Non-working)- casual or
lowest grade workers, pensioners and those who are
dependent on welfare state for their income. Also, D
(Working class)- semi and unskilled manual workers. I
chose these two as they are people who seek
escapism through the media such as games, music or
TV.

6. YOUNG AND RUBICAM’S 4C’S MODEL
Our music video is aimed towards
the struggler, who, seeks
escape and lives for today, with
few plans for tomorrow. This is
classed as the socio-economic
class group E/D due to the
strugglers more likely to be in
the working or under classes.

7. YOUNG AND RUBICAM’S 4C’S MODEL
Secondly, our music video is also
aimed at the resigned, whom aim
to survive; predominantly older
people. Again, the socio-economic
class group which the resigned
would belong in is E/D, due to the
strugglers more likely to be in the
working or under classes.
The contents in the music video, which
will make E/D people want to
watch it, are the romantic narrative
and the use of different locations,
which helps E/D people escape
from reality by imagining that
they’re the characters.

8. TARGET AUDIENCE
 What genre does the song belong to?
The music video will belong to the romance genre, due to having a
narrative of a love story and heartbreak.
 What conventions of that genre are you going to
use/challenge?
We will use a narrative of a love story and heartbreak, as well as the
traditional heterosexual couple to star as the couple within the video.
Also, we will use the traditional locations for a love story, for example,
a café.
 Which record company would release your video?
Asylum Records (working with Atlantic records) would release our
video due to the company working with artists such as Ed Sheeran;
Zara Larsson; Clean Bandit and Bruno Mars, who have all written love
songs and produced romantic genre videos.

9. TARGET AUDIENCE
Also, Warner Brother Records would publish our music video due to
working with artists such as Dua Lipa and Jason Derulo, whom produce
love songs and have had huge successes in it.
 What representations are you going to include e.g. (independent
woman image, stereotypical image of London, counter typical
male character etc.)
As a group, we will include a countertype of a male and female. For
example, them both falling in love and the pair of them going out to
different places, which portrays stereotypes due to the male only being in
the public sphere and the female being in the private sphere. Also, the
female in the video has more freedom than the stereotype of a female as
she is encouraged by her other half to go out.
 How will you represent your artist?
As the video is only showing the characters within the video to show the
narrative, we will not show the artist themselves. However, we will include
the name and an image at the end to show the person who inspired our
group to create the music video.

10. TARGET AUDIENCE
 What type of video are you going to produce? (e.g. Narrative base)
The type of video which I’m going to produce is a narrative video, due to the
genre being romance and therefore we are following the modernised way of
constructing a video due to characters being shown within the video acting the
narrative out.
 What channels would your video appear on? (e.g. MTV, MTV Two, AKA,
4Music etc)
The channels which will view my music video will be 4Music; Magic; Capital and
VIVA. This is due to these channels publishing music videos of all genres,
mainly romance as that is the most popular genre. Also, these channels have
a target audience of 13-20 due to these ages usually being in trend with the
latest music.