Active Audience Theory

In our music video, the form of information is through the lyrics. The lyrics represent a distraught young man who is suffering from a personality disorder.

If our audience were going to consume our product for entertainment then we would use editing techniques which would bring in the viewer and help display the narrative of the song. The editing will be slick, fast and to illustrate the songs meaning.

If our audience were going to consume our product for escapism then we would use distinctive, eerie and isolated locations that best represent the song and the artist in the video, and allow the audience to immerse themselves in a different world.

If our audience were going to consume our product for personal identity then we would show this through representing the artist in a distraught way. This will be represented through the way he is dressed and acts, and the lyrics he raps which talk about himself through two identities.