The song being analyzed for the music video is "Stitches" by the indie group The Dykeenies. The target audience for indie music like this is typically females aged 15-24. This audience appreciates the unique style of independent artists like The Dykeenies, though it limits their ability to attract new, wider audiences. The lyrics of "Stitches" meet the needs of this target demographic by addressing feelings of failure, regret, and hope for change that many teenagers experience. A concept or narrative video could further resonate with this audience by visually representing these themes.

1. Our intended target audience for our music video

2. What genre does you chosen song fall into? The song we chose for our music video is called ‘Stitches’- a single made by the Scottish group ‘The Dykeenies’. The song would come under the genre ‘indie’ due to the catchy beat and the chorus which stands out, which is typical of indie groups. Furthermore, though the group is aiming towards making this song more optimistic rather than pessimistic, the negative elements of the single, makes it more of an indie genre, rather than classifying the song as ‘pop’ music.

3. Who typically buys this genre? How do you know? Indie music is typically targeted towards audiences from an age range of 15-24 year olds, particularly among the females. We know this because when our group was watching the actual video of ‘Stitches’, we clicked on the amount of views their videos had received, and most of their viewers were females amongst the ages of 13-17 and 18-24. Furthermore, whilst in our quest to search for other indie groups, who share a similar reputation as The Dykeenies, I realised that they too have the same audience attraction as the group themselves. This illustrates the fact that indie music is typically sold to females between the ages of 15-24, as well as males to a certain extent.

4. What are the likes/dislikes of your target audience? How are these reflected in other music videos from your chosen genre? The advantages of our target audience is that because The Dykeenies are an independent music group, they are seen as unique. Therefore, they have their own type of style, which separates them from other bands. This also suggests that they also have their own unique but loyal fans. The downside to this would be that although they have their own unique and loyal fans, it also limits creation of new fans and limits sales to established fan bases. Group members may want to attract a wider audience, but it means that they would have to change their natural approach to the music they make in order to satisfy the wider world.

5. How do the song’s lyrics meet the needs and desires of your target audience? The song1s lyrics does meet the needs and desires of our target audience, because usually teenagers, do not know what they want to do for their future, or they have let themselves down domestically, personally or socially, and therefore, you scratch those “stitches” which reminds them of why they let themselves down. However, if you “Make a wish tonight”, your fortunes might change, and your wishes will be answered.

6. How would a concept/narrative/performance video meet the needs of this audience?