AM audience

• Audience


  The group of people who consume and engage with media products
• How the video targets audiences


  • Gives the impression that the video is live and real (e.g. shaky camera, unfinished studio setting)
  • Close-up shots of instruments appeal to audiences interested in musical skill
  • Lead singer's self-deprecating comments engage audiences who like humility
  • Close-ups and low angles on lead singer make him feel powerful and important, appealing to young, especially male, audiences
  • Retro/vintage feel engages older audiences (35+) who recognise intertextual references
  • References to Romeo and Juliet engage British/global audiences familiar with Shakespeare
  • References to "banging tunes" and DJ sets engage music lovers
  • References to 80s media like Dirty Dancing and Duran Duran engage older audiences
• How audiences engaged with the marketing of the song


  • Fans shared pirated content online, helping to market the song
  • Fans created their own Myspace page for the band when the official one didn't exist
• The video aims for the preferred reading, but audiences may respond differently
• Some audiences may not understand the older media references and find the retro feel unappealing, preferring a more high-budget, narrative-based approach