A.S - EMAP research

How will we use what we have learnt?

We have learnt quite a lot from the EMAP research. Considering as the research was mainly about audience consumption, and the two main types of this, it will help us when creating our music video. As there are two types of consumption, ‘ambient’ and ‘focused’, when creating our music video we must decide at which audience we will be aiming ours at. If we want to aim our video at an ambient audience, we must make it fast cut and interesting, so as to attract the viewers attention. If we aim our work at a focused group, we must make it a work of art and also interesting as a focused audience are more attentive and are actively watching the video.

We also learnt that many of our music videos are now seen as post-modern, meaning that they blur boundaries and combine cultures. There is also a debate that appears to be becoming more prominent in our society as media awareness is increased. This involves the argument of whether music videos are seen as art or advertisement and if music videos are just dumbing down the art of music and commercialising it .