SH: Music video deconstruction - Institutions & Audiences

Mikill Pane - Chairman of the Board

• Due to the fairly simplistic nature of the performance and narrative base of the video I think it is unlikely to be a product of primary consumption for the audience, I believe it is most likely to be a product of secondary consumption because the video does hold links with the music and the lyrics and it does include some interesting shots, like the birds eye, time lapse shot below.

• The likely demographics of the viewers of this video are going to be fans of rap, so are most likely to be teenagers probably mid to late teens. The video is aimed at fashionable people as the artist is shown wearing popular trends with nike trainers. His dress sense is fairly popular but along with his style of music would appeal to the more 'indie' end of rap.
• As the video is aimed towards popular teenagers, possibly with the psychographics of being opinion leaders due to the bold nature of the fashion and genre, I think it is going to be viewed on many of the most recent new media technologies like smart phones and tablets.

• The video is used much as a tool for promoting the artist by the producers, including many meat shots, this is because the producers of the video will feel they are able to sell the artists 'face' and use it as a marketing tool for promotion.
• According to Dyer's paradoxes about the star image, this video shows Mikill Pane being present to the audience in terms of him breaking the fourth wall and singing directly to the audience in a performance style video. However the song itself does not reveal a massive amount about the rappers life so it could be viewed as still portraying him to be partially absent to the viewer and thus making them want to learn more about him. This is a way of promoting and marketing his future music and videos to be consumed by his fans.