We're basing our core audience on research we've done into the song, it's original artist and Ellie Goulding's fan base as well as who we would like/believe our artist would appeal to.
After visiting a record store, we found out that the original song sung by The Weeknd is part of a new genre called PBR&B which is a hybrid of r&b with a hipster feel to it. Other artists who are common in this genre consist of FKA Twigz, Kilo Kish and M.I.A. We also found out that this genre specifically appeals to young adults aged from 16-21 mainly. Generally, the artist is seen singing the song but in an abstract manner, e.g in FKA twigz's video to Water Me, she is seen in a close up continually throughout the song while she appears to be rotating. From this we understood that our video would be reliant on minimalism in order to appeal to our target audience.
In addition to all the research we had done into the song, we also had to consider the fact that although the song is PBR&B, Ellie Goulding belongs to a much different genre: indie pop. Although the two genres share similarities, for example their ability to appeal to 16-21yr olds, we realised that we would have to appeal to fans of two different genres. Taking this into consideration we concluded that our wider audience would be fans of the song, fans of Ellie goulding and fans of the Weeknd as well those interested in PBR&B. PBR&B is based on innovation and reinvention. Videos from this genre are usually shot in distinct and memorable locations, with a variety of videos using the green screen to create a futuristic effect.
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