The target audience for the music video "When We Were Kids" is 16-24 year old British males and females who enjoy indie pop music. The video focuses on the youthful experiences of two teenage friends, Jill and Joel, playing in parks and exploring their city. It aims to appeal to energetic young people who like fashion, being active outdoors, and reminiscing about happier times before adulthood. Cultural elements like locations in Norwich help connect the video to British audiences.

1. Target Audience for my
production: When We Were Kids

2. Primary Audience Demographic
• Age: 16 -24 - this is because the music video focuses on youth and
young adolescences and this audience would be able to identify with Joel
and Jill as they are 17 years old and 18 years old.
• Gender: Male and Female – the performers in this music video are
both male and female, therefore both genders would be able to relate
with them and the way they act. gender represented fairly equally though
Joel is the more active in the sense of playing on more equipment in the
park location.
• Ethnicity: White – The actors are white.
• Nationality: British – they are also British.

3. Other Artists/Music the target
audience would enjoy:
• The track used ‘When We Were Kids’ uses the genre ‘indie pop’. Indie pop was
inspired by punk’s DIY ethic and related ideologies, and it generated a thriving
fanzine, label, and club and gig circuit. Indie pop differs from indie rock to the
extent that it is more melodic, less abrasive, and relatively angst-free.
• Therefore, the target audience would be interested in other indie pop
artists/bands such as: Echosmith, Of Monsters and Men, The XX and Kate Nash.
When searching ‘Of Monsters and Men’ on
YouTube, these are the similar artists who
came up down the side: Passenger, Mumford
and Sons, Imagine Dragons and Bastille –
these are a similar style of music, that the
target audience for my music video would
enjoy listening to.

4. Target Audience Continued:
• The costumes the actors are wearing in this music video are high street fashion from shops such as
Topshop/Topman. High street fashion is a part of pop culture, therefore, the music video is very modern
and would appeal to an audience who are stylish and keep up to date with the latest fashion trends.
• Furthermore, the majority of locations used in the music video are outdoors. This would engage with an
audience who prefer to be adventurous rather than sit inside bored all day. Also, it would attract people
who are quite active. For example, in the video, Jill and Joel go and explore Mousehold to see the beautiful
scenery of Norwich, and when they are at the park, they are playing on the swings, slide and other
equipment. The scenery of Norwich could be a cultural transmission of Britain, that the audience could
connect with. Also, the video involves quite a bit of driving enhancing the idea of being active,
adventurous and wanting to explore.
• The music video would interest energetic individuals. This is because the track has an upbeat tempo and
the editing is fast paced. The fast paced editing results in the music matching the visuals and the action
synchronising with the beat (Goodwin), this makes the track and the music video more fun. Therefore,
people who like to have a good time and do things for there own pleasure would like this video.
• The tone of the music video is nostalgic., therefore people will identify with reminiscing on the good
memories they had as a young person and perhaps will be emotional about it. The song is about being a
kid again and not wanting to grow up and have responsibilities, this is illustrated by the use of running
around, skipping, playing at the park and swinging on a tree. People who feel like they don’t want to grow
up and would rather just have fun, pleasure and no responsibilities would enjoy this music video.

5. Images from my Music Video:
High Street Fashion High Street Fashion
Driving
Exploring Mousehold
Playing on the swings Joel on a another big swing
Joel on other play
equipment Running up the stairs Swinging on the tree

6. Inter-textual reference: Friends
• Friends is an American television sitcom created by David Crane and Marta
Kauffman and it aired from 1994-2004. It revolves around a circle of friends who
live in Manhattan. The theme tune of the song 'I'll be there for you' immediately
indicates that it is about friendship. This could be an inter-textual reference in our
music video as our idea focuses on a boy and a girl who are best friends and grew
up together, therefore they would always look out for each other. The lyrics of the
theme song also mention the responsibilities of growing up, therefore this links
with the idea of wanting to be a kid again because there is a lot less to worry
about. Additionally, "Friends" shows a group of friends having a laugh with each
other and always going out with each other. For instance, they go to a Coffee
House called 'Central Perk', therefore we thought it would be a good idea to
include the playhouse café in Norwich into our music video as it is a popular place
for friends to hang out.
This is the
coffee house
in the show
friends -
Central Perk Playhouse café

7. Uses and Gratification
• Laswell’s theory can be applied to my production in relation to themes of entertainment and cultural
transmission.
• For instance, the music video is very fun, energetic and active – there is something constantly happening,
so there is always something to watch. The actions and events that take place are exciting to watch- this is
developed by the use of a montage narrative and fast paced editing synchronising with the beat of the
music.
• The location of the music video is in a British City (Norwich). Therefore, people from Britain could relate to
the music video and traditional British norms and values and the cultural aspects of the city, such as
Norwich Cathedral.
• Blumler and Katz theory can relate to my music video in relation to these concepts: Diversion and Personal
Identity.
• For example, the music video focuses on having fun whilst being young and not wanting to grow up, thus
escaping from the responsibility of becoming an adult.
• This music video appeals to an audience of both genders and aged 16-24. Therefore, this music video may
relate to experiences that this target audience have had, such as looking back on the good memories
they’ve had or losing friends and experiencing the same feeling of not wanting to grow up. Therefore, the
behaviour and actions of Jill and Joel may reflect some of the potential target audience.