With the development of new media technologies the convergence of media via web 2.0 is a media outlet which allows us nowadays to consume aspects of music video in a number of ways. Now we are able to access this music video via the internet at home, or also on media devices such as phones, therefore it is evident that this music video has established a better known presence through the use of playing it via TV, youtube, online websites, radio etc...
The use of primary and secondary consumption of this music video is also an evident feature of contemporary society, allowing us to watch it directly (primary consumption) or for example on the TV whilst carrying out other activities (secondary consumption). It can also be consumed through tertiary consumption for example through posters, billboards etc which give us awareness of the presence of this music.
In terms of the demographics of this music video, the contextual information evident allows us to have an idea of who the target audience is. For example it is evident through Barthes theory that the use of cultural codes within this production contain aspects of a younger generations psychographics, such as the presence of street dance. This therefore shows the production contains aspects within it that appeal to the target audiences tastes and therefore attract them by applying these elements and psychographics to their production.
In terms of the production, distribution and marketing of this music video, it is evident that the use of a record label is an element which allows Rudimental to draw in a mass audience. This music video is distributed by Asylum Records, which is a subsidiary of Warner Bros. Therefore the presence of the distributors is very significant as Warner Bros could be considered a hegemonic conglomerate, therefore the potential to gain a large audience to watch this music video is very likely. The presence can be reflected on an international basis, due to the fact that this music video broke into the charts of countries such as: Australia, Belgium, Czech Republic, Iceland, Netherlands, New Zeland and the UK and it came 16th in the hottest 100 announced on Australia day 2013.
The production of this music video can be considered high budget, due to the fact that it was shot in the shanty towns of Manila, in the Philippines and there is evidence of much more experimental and innovative shots such as the use of crane shots etc, which would be more appropriate and relate-able to a high budget production, as opposed to a more low profile, independent one.
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