Blog No.56: Target audience (fifth example)

Amy Whinehouse - Valerie

Class

Unlike the first example, there are no specific uniforms that represent an occupation. Although the band members wear ties and jackets, the location of the scene represents what class this music video is aimed at. The location appears to look like a subway tunnel with brick walls which could represent the working class. However, there's a chandelier attached to the roof representing the upper class. It looks like "Valerie" is targeting a class in between these two, in other words this video targets a middle class audience. 

Age

Since Whinehouse has been known for drug abuse, it's likely that this music video will target an adult audience: 18-30. Although there is no taboo language in the lyrics, the elements of mise-en-scene (costume, setting and lighting) doesn't really appeal to a younger audience.

Gender

This music video targets a gender-shared audience as there were male band members and female actors who sang the song. It could be aimed mostly at a female audience (in terms of the singer's gender) but since the video involves female singers and male musicians, "Valerie" targets both of these genders.

Ethnicity

In terms of the musicians' ethnicity, "Valerie" could target both white and black audiences.