It is crucial to know your audience when creating a music video. The uses and gratification theory by Blumler and Katz suggests that media users have an active role in how they use media and how they consume media and music. In order to reach out to and identify, educate, entertain and allow social interactions in our audience we have to be able to please them and we can do this by knowing our audience’s demographics and psychographics.

As well as this, Stuart Hall’s Reception Theory tells us that some messages are hidden in media and that the audience needs to find these and understand them. However, some audiences create their own meanings of the media by interpreting the hidden message in a different way. Our song will allow room for the audience to decode our message as they wish and in a way that relates to them. We intend for our video to show the struggles and pressure that girls feel to fit into society as well as the urge to be independennt and unique.

The way an audience decodes a message relies on lots of things: their age, beliefs, culture, gender, generation and mood at the time of viewing. From our moodboard we discovered that our audience enjoys TV shows like Brooklyn 99, Stranger Things and Lucifer, enjoy fast food, like sports that are freeing like surfing, enjoy making and listening to music on YouTube and Spotify and enjoy going to festivals, use social media like Snapchat, Instagram and Facebook and have interests in holidays, studying and topical issues in the news like the Black Lives Matter movement. We also discovered that our audience is mainly female millennials whose priotities are to travel the world, earn high salaries and start their own families.