Appeals to 17 - 18 Year Olds in Music Videos

Music videos are carefully designed and choreographed to meet the needs and appeals of their chosen target audiences. This can be done through humour, beauty, style, abstractness and so on. I will be looking at music videos and explaining why they may or may not be appealing to adolescents.

First Music video -  Style by Taylor Swift

This music video is full on many stylistic elements, which are very arty and aesthetically pleasing to watch. This makes the video very interesting to watch and offers something very cool to look at. This is in work with 'beauty' shots of Taylor Swift, which again could be used to appeal to its teenage audience, as girls will admire the beauty, and boys may find her attractive to look at. There is also a relationship narrative in the lyrics and the visuals, which again may appeal to young girls. 

Example of cool shot










Example of beauty shot







In my opinion, the main element if this video which attracts the teenage audiences, are the beauty aspects of Taylor Swift, and the cool, unique and unusual shots, which create interest and astonishment for the viewers. 



Second Music Video - Uptown Funk by Mark Ronson

Disimilar to Style, this music video has many different elements to it which appeal to its audience. The first big element are the dance routines involved. People may admire the dance moves performed, such as the forwards moon walk. This is because the audience could possibly go and learn the moves themselves, and could also be targeting the party type of people. Additionally, there are many humorous elements to the video, such as the salon scene, the over-stylised choreography and the overall silly theme to it. There is also some cool camera movements, such as a tilt etc. which adds an old-school element to the video.




The forwards moon walk












The humorous hair salon







Overall, in my opinion the biggest appeal to this music video is the dance attraction and the humour. This makes a fun watch, and the audience can go off and try to imitate the dance moves elsewhere. 


Third Music Video - Gibberish by MAX

The main attraction in this video are the clever editing techniques used, which create an amazing video full of tricks and cool stuff. There are reverse shots and forward shots, no cuts, cool smoke effects and projections. This additions make the video very interesting to watch and add a 'wow' factor which is quite rare. There are also a range of genres present, such as pop, dance and electro, which could appeal to many different people. And also there is once again examples of dance routines, which could again be rehearsed and repeated by audiences. 


Example of Smoke Projections

Example of dance routines








Overall, I believe the main attraction to this video are the cool, technically interesting shots, as this is intriguing to watch for the audience. This also makes the video very visually appealing and innovative, which could reflect the overall message for the artist. 

Digipak and Website for Double Bubble Trouble

The overall theme for this track is that it focuses on being a rebel and youth culture being involved in gangs etc. This creates an alpha-male sort of feel, that these people rule the world and are invincible.

Here is a digipak which reflect these themes:

The Website

The website would again be a very dark one. There could be some pictures of some weapons, but the idea of using NERF guns instead of prop weapons is to add a humorous feel to it. The website would also contain pictures of some possible gang members, as the video idea contains to rival gangs. Maybe to add a final twist, the gang members could be children instead of adults. 

Digipak and Website for Trip Switch

The overall theme for the Trip Switch is all about being scared and fearful in the presence of someone who is an authoritative state and has much power over you. And there is a feeling of a lack of freedom, which is going to be represented in the music video, and the lyrics.

Here is a digipak design which I think reflects these feelings and themes:

The Website

The website would focus on having an electrical circuit feel to it, by having possible lightning bolts, as it fits in with the song title. And another possible idea, is that to enter the website you have to manually pull a lever to 'turn on the power' of the website, which again relates to the song title.

Digipak and Website for Itch

The overall theme for the Itch campaign is all about feeling emotions, and the darkness of suicide and so on. This means that the theme of the digipak and website reflects these ideas.

Here is a digipak front cover design which I feel correctly reflect these moods and emotions:

The Website

The website would be a very dark one, which has a ruling colour of black and grey to once again symbolise the dark and sad feelings which will be reflected in the music video and the lyrics. The website will revolve around the girl in the music video which commits suicide and which the narrative is focusing on, by using pictures of her in the main background and in a slideshow etc.

3rd Music Video Concept - Double Bubble Trouble

My final idea for my A2 music video involves the song Double Bubble Trouble by M.I.A. 

Music Video Concept: A 'king' figure who runs a young adolescent gang in London has a stand off with another leader of the rival gang. One gang wears red, the other wears blue. They then pull out weapons, but they aren't real but in fact Nerf guns. There is then a mass fight between the two gangs, after the leaders order their men to shoot at each other. 

This is a sort of look that I want the people to have:

How does the idea fit the lyrics and the song?

The song is all about being 'in trouble' as they're involved in a gangster lifestyle, and about having a reputation. However, I decided to put a more comical twist to it, as the official music video displays a great image of a true gangster lifestyle, so I wanted to oppose it. The gangster clothing is to convince the audience that it is real, then the inclusion of NERF guns is a twist which the audience will not expect to see. 

Who is M.I.A?

 M.I.A is a Sri Lankan female rapper, but is also a songwriter, artist and director. She is notorious for her rebellious attitude but also her unique soundtracks which have proven to be a success. Her image is one of rebelliousness and youth culture, and she focuses her lyrics on younger people doing what they want. Her style is very much focused Sri Lankan art styles, and she enjoys to reflect these in her music videos. 

2nd Music Video Concept - Trip Switch

My second music video concept involves the song Trip Switch by Nothing But Thieves, which is the same band that I mentioned in my first music video idea.

Music Video Concept: My idea involves a band playing in a warehouse - with or without a small crowd watching them. In the video, a SWAT-TEAM like police squad are approaching the warehouse, and the infiltrate the show. They go on to cut off the lights and eventually arrest the band, or they manage to escape.

Added detail - use of sparks, slow-mo shots, gun use and affects.

Why is this relevant to the lyrics?

The lyrics describes the process of what we should do 'when the power's out' and the idea of lights going out and the panic involved. This therefore links in with the idea of a power cut, and the inclusion of the SWAT-TEAM adds to the panic, and makes for a much cooler and relevant music video concept.


This picture represents the ideal location for this music video to take place in. 

1st Music Video Concept - Itch

My first idea for my music video for A2 media studies involves the song Itch by Nothing But Thieves. 

Music Video Concept: A young teenage girl is walking through a council estate back to her apartment. The weather is very dark and cloudy, looking very gloomy. The narrative will involve her catching her boyfriend cheating on her, then eventually leading to her going up to the roof, then ultimately jumping off to commit suicide.


Added detail - during build up of song, lots os slow-motions shots, then during main 'drop', show faster paced fighting between boyfriend, then at end of song, more slow-mo and slower paced. Also, the song is 3:21 in length, so we may need to cut it down slightly. 

How does this fit with the song?

The songs lyrics are very emotional and is all about wanting to feel emotions, and to "feel something". The idea of the girl committing suicide because of her boyfriend cheating on her helps link in with the idea of 'wanting to feel something'. The music video will focus on the girls hardships and make the audience feel sorry for her. The song is very dark and sad already, so my idea helps to add to these feelings.

Who are Nothing But Thieves?

Nothing But Thieves are an upcoming rock/indie band. Their image is similar to other bands, but no way near as extreme. They focus a lot on emotional lyrics, and are very unique in their own right. Nothing But Thieves are my favourite band too. They are similar to other bands, such as Catfish and the Bottlemen and The Vaccines.

My music video idea fits in well with both the song lyrics and the band image, which is why this is the idea I would like to do the most.