It is important to understand the demographics and psychographics of our target audience before starting to create our music video. This is the case so we can produce a video that will best suit them and their interests.

Blumler and Katz’ theory of the uses and gratifications of media helps us to understand what our target audience are looking for from our music video. They give four reasons as to people’s consumption of media – information, personal identity, entertainment and social interaction.

Hall also has ideas about audiences. He states that all media texts are encoded by directors, producers and creators and then these messages and ideas are decoded by the audience. If this is not done successfully, the audience rejects what was intended to be communicated and this is called oppositional reading.

We found, during our research that our audience demographic are female millenials. Below is the moodboard we created, using our research on YouGov into our target audience.