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Q3.

How does your product engage with the audience and how would they be distributed as
real media products?

Over the last two years, I have come to know about the importance the audience of a media text plays. It
is vital to know of a media texts potential target audience as it helps in marketing and also in molding the
media text to fit the wants and needs of the target audience as without an audience to receive a media text,
there is no gain for the creator.

A step in our pre-production included handing our surveys to our potential target audience to gather
information about their choice of genre, age range, and what kind of media text they would be drawn to.
Our survey consisted of both open ended and closed ended questions as although closed ended questions
would be easier to asses, we required qualitative data which would only be received through open ended
questions.

Our survey was distributed in school or shared online, so we were aware that people filling out the survey
would have easy access to the internet and this would later help us in distribution of our products. Our
survey also provided other information such as the preference of genre, style of music video and our
audience’s knowledge on the #MeToo campaign.
Over the last two years, we have studied a number of audience theories by famous theorist such as
Marshal McLuhan, Henry Jenkins, David Gauntlett and Marc Prensky to name a few. These theories
have taught me about the ever changing audience. Preparing my case study, The Jurassic World (2015)
for my media studies theory paper also taught me about newer and interactive marketing techniques to
connect with an audience. The Jurassic World movie had a four quadrant appeal, it appealed to all
genders, and both the older and younger generation, which I believe our music video does as well. Our
video focuses on a timeless issue which many people face and although the video focuses on young
adults, it can be used as a warning sign for the younger audience as well as the older audience. It is a topic
that many people can relate to as well in some way.

Audience theories suggest the recent change in audiences and the generation of prosumers. With an
audience which expects a much more interactive and interesting media text than ever before, we had to
keep this in mind whenever making decisions that would impact marketing, for example, the world has
become a global village due to the internet and media texts are shared all over the world in the matter of
seconds. This means, that unlike before, an artist in Pakistan should focus on producing a media text that
will appeal to an international audience in some way. We included the name of our artist in English in
his logo to appeal to this international audience instead of excluding them from a media text which would
not only reflect badly on our artist, but it would also be considered a missed opportunity for gaining a
larger audience.
Websites such as Instgram, YouTube, Twitter and Facebook enable an interactive platform between
media producers and audiences. With the ability to comment on photos and videos as well as sending
private messages, audiences feel more connected to stars. Our main media product, the music video,
supports a very popular and important movement, which in itself will create a sense of hype and will
generate a conversation to start. This may be done under the YouTube video uploaded, twitter link shared
or Instagram pictures posted. The digipak contains a message which states #MeToo verifying the support
of the hashtag. The significance behind the hashtag is to start a conversation which is another reason
why audiences will interact under the posts of such media texts.

The album itself will be released on a number of streaming sites such as Pandora, Spotify, Sound Cloud
and Spotify, which will attract not only the target audience of the song but also other audiences of these
streaming sites.
It will also be streamed on local radio stations such as City FM 89, Mast FM 103 etc.

Another marketing tactic which was seen in the marketing of Jurassic World (2015) was teasers before
the release of the film, not only of trailers but other elements as well, for example Colin Trevorrow
posting a picture of a sign seen in Jurassic Park to link both movies together as well as show the audience
that he was in the process of production of the film. By using a similar tactic, for example our artist and
production company posting behind the scenes pictures on social sites before the release, is likely to
create a hype for the music video. Small trailers released by the production company on sites such as
YouTube will have the same effect. Livestreaming on Instagram is also highly interactive as fans are
able to talk to artists in real life.

I have also learned the importance of timing while studying media studies which is why, our release
date, the 2nd of April has significance. April is Sexual Assault Awareness Month and the first Tuesday of
April is called The Day of Action. This is a day that provides opportunity for everyone to prevent sexual
violence. The music video itself highlights the subject and the possible negative life changing effect so it
is the artists’ way of raising awareness while at the same time coming out about his own story.
With so many different marketing approaches, which aim to engage with the audience, I can apply the
hypodermic needle theory. With the intended ideology and message reinforced a number of times, our
artists’ audience will be able to understand and accept his point of view and belief.

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