Pitch

Pitch

Research: Music video genres

Genre Conventions of a Music Video

Genre conventions of a music videos from NataliaChochorowska

Audience Research

Audience Research

Example: Teenage Dirtbag by Wheatus:

Gender: The video is from a male perspective with females being the secondary character. It shows a male wanting a females attention. Works alongside the stereotypical movie story line of the popular girl being the nerdy boys love interest.

Ethnicity: The video is filled with white students, not showing a diverse range of ethnicities, even the band are all white males with no other races shown.The type of music being a rock and pop genre would also relate to white males stereotypically.

Age: The video is aimed towards the age of high school student, from looking at the video I would say the actors are between the age of 16 and 18 due to them attending a prom, although the video can be aimed between the ages of 16-25. However the film it is based on and the music video could be enjoyed by anyone above the age of 25 due to the subtle comedy and engaging story line.

Region: The region is America due to the band and actors all being American as well as being set in an American High school. The video is also based on the film Loser released in 2000 with the same actors from the music video, which are American. However, the region does not reflect its target audience as the song was released globally, meaning it was meant to appeal to different people around the globe, which it did as the music video was viewed by over 16 million people around the world.

Socio-economic: Students are the ones shown in the video - E would be the male who is being made fun out of maybe due to this clothes not being a designer brand or lack of finances where as the popular males in the video are shown from a C1 background wearing clothes that have designer labels so the socio economic is based on the popularity of the students. The more money they have the more popular they are.

Rubicam and Young:
The Aspirer in Teenage Dirtbag: These people are materialistic people that are driven by others perceptions of them rather than by their own values. These respond to what others see as being superficial. Eg; Image, appearance, person and fashion,  these people would focus on the attractiveness of others.These type of people's goal in life is to gain status. In Teenage Dirtbag this would link to the popular group at the high school due to them wearing designer clothes and wanting to keep up with the latest trends, which would ensure they remain popular.
The struggler in Teenage Dirtbag: These people are the type of people that have the 'You Only Live Once' approach to live, as they live for today and make few plans for tomorrow. They are often associated as wasters and losers, people that have little aims and few resources apart from physical skills. If they get anywhere in life, it's seen as if it will only depend on if they win the lottery rather than working hard and getting places. Their lives are apparently associated with alcohol and junk food. These people seek escape. This would relate to the low lives seen in the background at the school, they're seen to have the attitude of not caring.
The mainstream in Teenage Dirtbag: These people live in the world of 'the everyday', in their lives a daily routine is a main part of their life and the way they live. When looking at their life choices they adapt a rather 'we' than 'me' attitude, so their untied with other people. They are mainstream with society and the largest group evidently. They respond to 'family' brands and value for money to stick to what they know and live like the majority. Their core need in life is for security. In Teenage Dirtbag this would relate to all of the teenagers in the background of the music video, as they are seen following a day to day routine by going to high school and doing normal activities such as Prom.

Blumler and Katz: Uses and Gratifications Theory: they acknowledged that all media, including music videos, offered audiences a form of knowledge and pleasure when watching. They argue that it is the "gratifications" created by these different forms of media, that make them enjoyable to audiences. This theory assumes audiences are active rather than passive, suggesting that individuals and social groups use music videos in different ways. This is supported by Roland Barthes theory as he explained that what is being received by audiences, may differ to the producers actual intentions.

Diversion in Teenage Dirtbag: Audiences may consume media texts to escape from their everyday lives. They choose entertaining texts that allow them to divert their attention from the real world, in Teenage Dirtbag this is shown by the stereotypical nerd ending up being the love interest of the stereotypical popular girl.This is engaging in the way the end result is not what people expected however, is seen in many movies and people want to see if the boy gets the girl so they carry on watching.
Personal identity in Teenage Dirtbag: Some audiences like to watch or read media texts because they can compare their life experiences with those represented in it. Audience pleasure comes from empathising and identifying with characters or content represented in them. In this case the variation of students in the video shows how nearly every person aged 16-25 could relate this video as they could reminisce back to their time at school and what group they fitted into.

We Don't Talk Anymore: 

Gender: In the music video both female and male actors were used. It shows the struggle of a break up from the point of view of each gender, making it more inclusive. This makes the video appealing to both men and women. 

Ethnicity: The video's main characters are both white, which could be a reflection of the artist, as Charlie Puth is a white American male, therefore there's not much ethnical diversion however, some of the background actors where of black and asian ethnicity, this may make them feel less important as they are not a leading role, making this slightly less representative.

Age: This video is probably aimed at a target audience ranging from 16 to 25 years old. In the video both the actors are in their early 20's as they are seen out drinking and going to work, which would reflect its target audience. It also appeals to late teens as it is about a break-up and it's common for teens to be going through heartbreak, therefore it's very relatable and would hugely appeal to it's young audience.

Region: The song is written and sung by an American male and is set in New York City, however the region does not reflect its target audience as the song was released globally, meaning it was meant to appeal to different people around the globe, which it did as the music video was viewed by over 3 million people around the world.

Socio-economic: This video would attract people from different socio-economic groups. The youngest of the target audience who are students (E) could still relate to this video due to the aspect of parties and heartbreak, as it's relatable to them. However, the majority of the target socio-economic group would be C1. This is because the actors in the video are very well dressed and used props such as the iPhone, suggesting that they're from a wealthier background probably being middle lower class, their jobs are also higher paid ones such as a model. 

Blumler & Katz: Diversion is used in We Don't Talk Anymore as it may be a distraction for its audience from their own relationship issues as they follow the story of the two main characters, instead of thinking about what's happening in their own life. This then links into personal identity as the viewer may feel as though they know the actors or they may empathise with them as they've been through a break up themselves, therefore they know how it feels, connecting them more with the video. It also allows them to realise that they aren't the only ones who struggled with heartbreak, making the video more emotionally connecting. 

Rubicam and Young:
Mainstream: This video appeals to the mainstream as it focuses on a daily routine of two people after their breakup, therefore it fits into the mainstream category as most people go through break ups, which means the audience will be able to relate to the video. 
Aspirer: It also fits into the aspirer category as these people aspire to be accepted by society and focus more on how others view them. This can be seen in the video when the couple act fine and happy in front of their friends in order to socially please them and appear to be doing great whenin reality they're upset. Towards the end of the video there's flashbacks where they show a super happy relationship, which other people may then aspire to be like.