Analysing a music video is all about picking apart all the elements that make that video unique

and appealing to an audience. By analysing similar music videos were able to find codes and conventions that allow an audience to feel like they can refer to. We analysed a number similar Dub-step music videos to our chosen song, comparing the conventions narration plot characters codes symbols

Analysing these elements in a video can help us plan in various aspects in the lead up to us producing our music videos, for example analysing the composition of various music videos helped us layout and create our storyboard, it made planning camera shots and movement a lot easier. Questioning why some codes and symbols were used in other music videos helped us to decide on what symbols we could use that the audience could reefer too. For example, in our chosen music video, a lot of scenes involved drinking so we decided to use heavy drinking as a metaphor for freedom, a way to get away from the pressures of life. Studying other music videos conventions also helped to understand the similar themes they shared, this helped us to break from conventions by having a man more concerned of the couples relationship being the as we knew which was the norm Psychographic ProfileAccording to Burtons audience theory, in terms of social groupings our target audience are likely to be aged 16 25, and come from all ethnic backgrounds. Were aiming our music video at an audience who comes from a low and middle class background, young people who care about their society but feel disillusioned and alienated from the government. These are people who care about political and social issues, and share the same ideologies and views as our artist. Their typical media consumption would be dub-step music magazines, intellectual talk shows on tv and independently produced media. To produce a successful music video we needed to conduct audience research through number media platforms, we created polls and surveys with specific questions and then posted it on social media sites like Face book and twitter knowing our target audience used those sites. After analysing the research through judgement sampling us then were able decide on how to produce music videos. The feedback showed that our target age group faced a lot of relationship troubles in their lives and so refereed with our chosen song.

Goodwins theory of music video, states that all music videos contain either some or all of these elements Have a link between visuals & lyrics o (compliment, contradict or amplify) Have a link between visuals & music o (compliment, contradict or amplify) Have certain genre characteristics Have intertextual references Contain notions of looking Show voyeurism Include demands of the record label Whether the video is performance, narrative or concept based.

Referring to Godwins analysis of music videos, we used alcohol in our music video as a metaphor for a safehaven. Whilst we linked the lyrics Shot Your Self In The foot again to social and political themes and how society has allowed governments or authorities to take advantage of their rights without opposition.