Key Concepts in Music Videos and Film Trailers

Analysis- Audience

FUTURE-Move That Dope featuring . Pusha-T and Pharrell 

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Demographics

Age: 16-24- This is the age range that will predominately listen to Hip Hop and who consume music on a regular basis. The narrative and underlying themes of Drug dealing and the braggadocio nature appeal to this age group .

Gender: The video would appeal to males. The three main artists are male it is also a very energetic song with and the song based on moving drugs or good be metaphor for really good music is usually done by male. However this could have female audience as they may intrigued by what they don’t know.

Socio-economic: The socio-economic grades are broad ranging from C2-E. However the key target group would be young people as it is a very energetic club type song and they consume more of this type of music .

Psychographics

The themes and ideology of the video would appeal to explorers. For example thesong and the fact there is a police chase they maybe intrested in this and the binary oppositions that exist in the narrative would appeal to the non-conformist nature of this particular group, due to the fact the police by young people are viewed more as problem than a aid.In addition this group is typically a younger demographic

Strugglers might find the video appealing as this type of lifestyle maybe one they’re actually involved and not just a music video so they may able to relate the video and lyrics .

The video could also appeal to the reformer due to its theme of breaking free of conformity , by selling drugs and loitering around which is what they take part in the music video

Uses and gratifications

Music provides an opportunity to form social bonds with one another. The video therefore relates to Blumler and Katz’s personal relationships uses and gratifications of media texts. Audiences will share and discuss through social media.As this genre usaully has a lot of discussion of social media through young people , the main artist Future even has his own fan base on Twitter named the Future Hive.

Escapism would be one of the uses and gratifications audiences would gain from the media text.The narrative allows the personal the feeling of being involved in drug trade and police chase . Also the performance element gives us the rebellious vibe through the fact they are loitering around and just hanging which someone who works , and has no friends may not be able to do .

The themes and values of the video conveyed through the narrative and characters are something that the audience demographic will be able to identify with, relating to Blumler and Katz’s personal identity. The Idea of selling drugs and loitering around would relate to the rebellious side of teenagers.

Hypodermic needle theory

• Hypodermic Needle theory is used as there is multiple accounts of product placement whether it be beats by Dre or one Pharrell brands ( I AM OTHER and Billionaire Boy Club). The genre of  Hip Hop embodies themes of non-conformism. The loitering rappers signifies the idea of authority having no control and the police car which serves to constrain the youth . The audience demographic would actively view the music video and offer their own interpretations. The target audience may be influenced to engage in some of the behaviours depicted in the video along with adopting the attitudes and values of the performers and the band itself. This suggests therefore that the media text may influence its audience in some way. As there’s part where Pusha T imitates sniffing drugs and Future making drugs and this may be intriguing to some young people.

Hall’s reception theory

• Preferred reading: The lyrics of the song and the content of the music video is very much about  drug dealing and “pushing dope”. The target audience will have heard of these notions before as this very common in hip-hop music but not many will be able to relate.

• Negotiated reading: Audiences may understand the underlying themes of the music video but might not be able to relate to the encoded meaning fully. Perhaps identifying with some ideas and dismissing others.

• Oppositional reading: The idea of rebellion and going against the normal and just being yourself whether that’s drug dealing or not, which is portrayed through Pharrell's I AM OTHER sign.