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Band: You Me At Six Genre: Alternative/indie rock Nationality: English Album: Sinners Never Sleep Album Recorded: 2011, Los Angeles, California, U.S. Album Release Date: 3 October 2011 Label: Virgin Track Name: Reckless Track Number: 8 Track Length: 4:29 Track Single Release Date: 22 October 2012
Gender: Ethnicity:
Reckless The audience demographic of this music video would be deemed as almost identical to that of my own production as, similarly, most people featured in the video are white British males, suspected to be around the ages of 17-21. However, the target audience for this track could potentially aim to include females; on several occasions the band is seen to be directly interacting with female fans. However, considering genre and the fact that the majority of figures shown are male, I believe the audience demographic to be mainly male dominated but aims to begin to develop the generic audience of the indie rock genre to include females also.
Male Audience in Own Production: Alcohol is also featured in my production but is used more so to show the carefree, fun-loving nature of British youth today and not necessarily to suggest gender. However, after reviewing and analysing my own video again, I suspect that the shots of the pint of Guiness may appear to encourage a genderspecific audience; this specific type of alcohol is stereotypically seen as a mans ale which may persuade viewers to assume a male audience more so than what was intended. The shots of the skateboard (also seen as a more masculine activity) may encourage this further.
Audience Theory
In 1974 researchers Bulmer and Katz expanded Lasswells 1948 theory of Uses and Gratifications to say that individuals might chose and use a text for the following purposes: Diversion - escape from everyday problems and routine. Personal Relationships - using the media for emotional and other interaction (e.g. substituting soap operas for family life) Personal Identity - finding yourself reflected in texts, learning behaviour and values from texts Surveillance - Information which could be useful for living (e.g. weather reports, financial news, holiday bargains)
After analysing the generic use of audience and video relation through factors such as gender, age, appearance, location and attitudes in both my own production and existing production Reckless by popular indie rock band You Me At Six, I am able to confidently suggest that elements of Bulmer and Katzs theory on audience are correct and exercised within the indie rock genre, and more specifically, within my own production.
Bulmer and Katz suggest that audiences look to music videos and iconic artist images in order to establish their own personal identity in regards to appearance, behaviour and life/moral values. This is apparent within my previous slides of analysis which each identify individual elements and aspects of ones life that can be related to within an existing production, as well as my own. Many artists and producers do this purposely in the hope that the audience establish a relationship or create a sense of familiarity in connection with the band and therefore increase the artists fan base/following.
This theory has been used within my own production to successfully promote the band.