My production of the music video for ‘To Catch a Theif’ by Lovage is aimed at a very niche market, therefore a niche audience. The music video has a unique theme to it and is quite abstract. Although the storyline is strong this type of music video would not appeal to a mainstream audience.
The uniqueness of the music video I helped to create comes mainly from the hybrid genre the song belongs to; trip hop, a combination of electro and house music. This genre does not really have any set conventions, as it is quite experimental and is not generally seen as mainstream and I feel that the music video that we have produced reflects this well.
Our music video is abstract as it’s main character is a bunny who steals and the music video simply follows an episode within his life whilst the lyrics and visuals link throughout. We also included the band which conformed to the conventions of the trip-hop genre.
So, as you can see from the summary of the genre of our music video the audience is a unique and niche market. Through being a niche audience I would assume that the consumers of this product are very loyal towards it so do not necessarily float from genre to genre as mainstream audiences may.
When looking at specifics and profiling our target audience I would say that this music video is aimed and the ‘Individuals’ within the categorisation of personal aspirations. This type of audience would be highly media literate and would by this grungy image that our music video portrays rather than the actual music video. However, the audience who buy products such as our music video may also fit into the ‘Succeeders’ category as they are within this unique band of people so may feel secure in such an immediate group therefore will buy this brand/product to reinforce their feeling of control and security.
I would say that the ‘Uses and Gratifications’ Model is prevalent with our target audience as they have actively chosen and almost created this niche genre of music and this niche market. Unlike mainstream genres and markets which are usually consumed by a passive audience through repeated exposure, as the cultivation theory explains. Most of us listen to and watch mainstream products and media and this is what we have been exposed to the most and most often therefore we ‘like it’. Whereas, with our target audience, like I have said they actively chose to seek out this genre and music video type.
Overall, our media text of a music video is aimed young people who are media literate and can look into a music video to see behind the motion picture to reveal the meaning which are video holds. The audience wee have targeted is a very specific one which reflects the unique music genre of the song ‘To Catch a Thief’ by Lovage.
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