Music Video Research:Wilkinson - Afterglow

The video for Afterglow is by far one of my favourites because of the ingenuity and originality of the visuals. The concept of the video revolves around a couple, and describes all their time together using objects or metaphors. An example of this is how they used clocks to illustrate the minutes they spent together. 

This music video didn't stick to the typical conventions of a dance track. There is no apparent 'star' to attract viewers; but it is compensated by the engaging narrative. The video gains its appeal and likeability through its comedic value, as well as through the audiences being able to identify with the couple. The music video draws on the idea of a sexual relationship, this is done through the use of sexual equipment and metaphors/innuendos. This is an example of how the video does incorporate elements which are typical of the dance genre. The typical target audience for this music video is 15-26 year old's, who are part of a mainstream culture. 

Target Audience

In order for a product to be successful it must be aimed at a specific audience, know as the target audience. This specific group of people are responsible for generating profit; and the success of a product is based on how it attracts these audiences.

The target audience for my music video is 15-25 year olds. The sexual nature of the song makes it inappropriate for younger audiences and immature for people over 25. Besides the fact the song is incredibly sexual; at its core it is still a dance song which makes it very appealing for this age group, as the ages 15-25 are considered as the time have fun and dance and be free; which is the message given from any dance anthem. This song will also be appropriate for people in their late teens as they'll most likely be at university and dancing and clubbing will very much become a huge part of their lives. 

Furthermore, while this song may be sexual I aim to approach it from a different angle. Because there is a chance that we may appeal to a younger audience, the video will not promote drugs or alcohol like other dance music videos do. The visuals will be toned down so that they are not over sexual and any innuendos or suggestions will be presented in a way that only older audiences will be able to pick up on.

While my chosen song 'Gecko' is of the Deep House genre which has a specific audience; it's popularity in the mainstream chart suggests that our target audience is from a more younger but slightly sophisticated demography. The psychographic of our audience will be explorers, because they want to have fun and seek discovery. But the explicit nature of dance songs in general suggest that the psychographic of our typical audience will be struggler's who seek escape but find it in drugs and alcohol.

Below is an image which illustrates what our target audience may look like.

Deep House

The song we choose for our music video is Gecko (Overdrive) and it comes under the deep house genre. Deep house is a subgenre of house music; it originated in the 1980s and it has heavy influences from Chicago house and jazz funk. Deep house is known for its use of complex melodies and soul, ambient vocals (if there is any).

Examples of deep house songs are:

Gorgon City - Ready For Your Love ft. MNEK

Route 94 - My Love ft. Jess Glynne

Tove Lo - Habits (Stay High)



Shift K3Y- Touch

Genre Research

Goodwin's Theory of Music Videos