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Audience members will look to music artists and seek a personal connection to the constructed identity. This can often be to validate their own identity, and so we showed audience members good and bad times in her relationship, her in a vulnerable and powerless state, and her empowered and independent. This wide spectrum is then able to be applied to many audience members and will be gratified.

Audience members may seek to establish their identity within hers, defining and/or developing their own identity in relation to a music artist. Therefore we presented a strong and unique person, open about all of the different sides to her(as she shows them in the video); and therefore gratifying the audiences need for a deep connection.

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Escapism is a big gratification audiences can receive from the music industry. The website does this by engaging the audience with a variety of images, videos, texts, fonts and interactivity. Our music video gratifies this need by creating engrossing and visually stimulating images of dramatic relationships, conceptual and artistic shots and performance shots like the fire shot which is vibrant and captivating.

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Keeping up to date on forms like social media is very important to our audience, and websites have conventionally become a hub for any form of informant for audiences to consume. We applied this in our instance through social media links and feeds, information on the artist and her activities (i.e. performance).

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Gender: Female Age: 19 Music Taste: PBR&B, mainly R&B, Hip-Hop & Soul. Habits: Socializing, extensive use of phone and social media, listening to music, going to parties, concerts, festivals. Interests: Fashion, music.

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Our secondary audience are targeted just at UK fans, as our artist would be a British artist. I found a lot of the artists within the genre were American, with few British or otherwise artists.

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Audiences, particularly of the PBR&B genre, want to be gratified with models for their own behavior and identification within the music video, especially with the genre expectation of romantic relationships being shown. We show a romantic relationship and it's deterioration, which gives the audience either a relatable situation or/and a dramatic storyline. With out powerful female rising above the negativity of this relationship, it provides a positive model for their own behavior.

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Fans would consume music generally in a variety of ways, owing partly to the variety of ages. This includes buying CDs, online streaming, digital downloads (both legal and illegal), radio, live performances and festivals.

They would want to keep up to date with the artist on social media - generally the younger and more technologically able, the more. Older fans would use live performances and festivals more than this.

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The Weeknd

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Jhene Aiko

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Tinashe

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This covers a wide spectrum of fans of the R&B, Hip-Hop, Dubstep and Soul genre, and a wide variety of ages too. Our references for the artist were Tinashe, Jhene Aiko, The Weeknd and FKA Twigs ( who are seen in photos around.)