Concept Of Audience

Sam Smith Im not the only one

Institutional Information
Artist Sam Smith
Track Im Not The Only One
The song has reached number three in the UK
Singles Chart and number five on the Billboard Hot
100, his third top 10 in the U.S. and second as a
solo artist.
It was released in the United Kingdom as a digital
download on 31 August 2014 as the fourth single
from his debut studio album, In the Lonely Hour.
The official music video for "I'm Not the Only One"
was directed by Luke Monaghan. It was released to
YouTube on 1 August 2014.

Primary Audience Demographic

The primary demographic for this artist and music video is
17-22 year olds. This is because the actors and the artists
in this music video are of a similar age and therefore this
age group are able to see similar characteristic in their
personality.
The gender demographic is likely to be white British
females because as in our music video, the male is the
lead singer. It also has a male and a female actor with the
subject of love and betrayal which females will feel the
emotions and be able to relate to the situations more than
males, also linking to my production.
The use of costume shows the male wearing a suit and tie
and the female wearing a white dress. This shows
sophistication and makes them look suave, which suggests
high street fashion as it seems to be their wedding day, or
maybe a high occupational job as the location shows them
to have a pool in their garden which is expensive but they
are still young.

Uses And Gratification

According to Laswell media texts has functions for individuals and society. With
the use of the genre, there is a correlation with the conventions used in this
music video which are addressed to the satisfaction of its primary target
demographic which has been identified. There is aspects of entertainment
which will engage the audience to the narrative of the music video. This
focuses more on the narrative and the visuals linking to the lyrics (Goodwins
theory) to create a story of love and hate which is represented effectively. Even
though the artist is British which indicates Britishness, the settings seem to
represent the USA more than Britain. The grand house, the swimming pool, the
1950scostume worn by the female strongly references Douglas Sirks great
melodramas of the 1950s for example Written On The Wind.
This can widen the target audience because older viewers may recognise the
tribute to Hollywood melodramas; in these films blonde super stars such as
Lana Turner played characters who often wore evening clothing during the day
in totally unrealistic Hollywood studio settings. Films about betrayal, mistaken
identity etc, which some themes like betrayal relate to my own production. The
explicit use of references to USA/Hollywood iconography in this music video
potentially increases appeal o USA fans.
Blulmer and Katz developed Laswells ides and stated that personal
relationships with the emotions can help audiences identify with artists and see
the narratives used as happening in their lives. Lots of people go through hard
times in relationships and this music video expresses this. Also, the use of
visuals of going out and drinking shows young adults relating to this as it is
their prime to do this, identifying themselves with the characters involved.

Similar
costume
from in
Written In
The Wind
(as seen
left)

Reception Theory
Stuart Halls coding and decoding theory suggests
that the text is encoded by the producer and then it
is decoded by the reader. Depending on the
individuals, there may be two different readings and
interpretations of the same code.
This code may be seen by young males and the man
in the music video being the dominant one and
seeing another woman behind his girlfriends back.
He is having a good time and the female is
vulnerable. Whereas a female reading would position
herself in the perspective of the female.
Using recognised coded and conventions and looking
at audience expectations, the producers will be able
to position the primary demographic and be able to
create an amount of agreement on what is code
means.