AW : Institutions and Audiences : A Deconstruction of Otherside by Macklemore

• I think this video is made to be consumed through a focused viewing, due to the extended intro adding to the visuals rather than the music, it shows this video is more about what is being shown than what is being said. However due to the hard hitting lyrics this can secondarily or even tertiarily consumed by an audience, but if the viewer does chose to maintian a focused view on the video, the footage still amplifies the song.

• I also think this video is aimed mainly at teenagers at it shows the downfall of a drug abuser and presents a good moral message of not doing drugs as it ruins your life, this is not only represented in the video but also the lyrics. This is also shown through the trendy 'instagram effect' put over the video as seen below

• This is made easier as this video is uploaded to Ryan Lewis' own YouTube account and not the record labels, meaning it would not be shown on TV. So viewers are probably viewing this video primarily as they have searched for it on the internet rather than it randomly coming on one of the music channels. The use of web 2.0 and new media technologies also mean the song doesnt have to be released as a single, for the artist to make a music video, which this track wasnt, so the music video would be the main point of promotion for this track.

• I feel the record label would have had quite a large say in the production of this video however, Macklemore is in it quite a lot which sometimes takes away from the amplification of the lyrics being about codine and drug abuse, but does make it seem more personal to the artist, which is something the record label would want.