We are going to create a music video fitting with the stereotypical Hiphop/R&B sub genre. R&B audiences are usually teenagers and young adults between the ages of 13 & 25 and are mostly females. This could be due to the explicit lyrics, artists, music and how the music videos are shot and what they contain within them. Females are usually targeted by R&B artists because they stereo typically write songs about love, being in love or heartbreaks, this means most young girls can relate and it will therefore appeal to them. Fast R&B songs usually will attract women as they involve fashion and synergy within the narrative or theme.
However, for our music video our primary target audience will specifically be aimed at males because the artist 'PARTYNEXTDOOR' is also male. His lyrics therefore are from a male perspective which allows others to relate to them. The video will sexualise women in a provocative mannor, be heavily focusing on 'breaking the rules' this being drinking alcohol/smoking, expensive clothes/flashy cars, gang sub-cultures - everything males see as the positive gaze in respect to successful rap music videos and what they'd expect to see.
The occupation of my target audience may vary, a lot of youth will be unemployed but studying. There hobbies may be sports - football/basketball, more masculine hobbies you wouldn't find many females adhering too.
This picture collage below represents the style I believe my target audience that listen to the genre of hip-hop would possibly wear this includes, hats, sunglasses, baggy trousers, gold chains and fur - these can signify positive connotations to wealth:
When it comes to media grouping I believe our target audience would more than likely be into action movies due to the fast paced shooting and expensive lifestyles that also coincide with the hip hop music videos. Our audience will get their music from urban music websites and possibly sound cloud - hip hop music these days is slowly becoming more mainstream so will appear on the radio/television but often due to the content, it doesn't air as much as other genres like pop would.
The problem with applying a music video to The Uses and Gratifications Theory is that everyone’s needs are different. But based on my assumption and the rap music videos I've watched, I believe people possess personal integrative needs which means people feed off media to reassure their status, gain credibility and stabilize and furthermore, tension free needs being the means of escapism and to relieve from tension.
