Audience

Audience

Audience's today consume music videos for uses and gratifications. They may want to watch music videos for several reasons, like to fill time, entertain themselves or to distract them from negative things happening in the real world. Viewers may learn new information by watching them.

As well as this, audiences may take personal identity from the video, identifying with the star, whether thats their attitude, behaviour or fashion sense. They may be inspired by the way a singer dresses, and try to dress like them. e.g: someone may watch 'Ariana Grande' in a music video and want to dress like her.  Friendships may be made as the audience will start talking to someone because they like the same songs/music videos.

A specific audience can build a relationship with their celebrity role model by buying their merchandise or branded products. e.g: Buying 'Kylie Jenner's makeup line.