From doing my target audience interviews I have found that generally, people are tired of seeing 'average' features in a music video. For example, they would like to see a video which challenges gender stereotypes. They also agreed that they liked contemporary indie/rock bands such as Nickelback and Arctic Monkeys as well as being fans of reggae/ska artists such as Bob Marley and Madness. This means that they would be members of my target audience for the video as well - considering that The Specials were a band also in association with that genre.
On the whole, they decided that often an urban setting is more effective and they preferred music videos that alternated between narrative and performance. They also suggested that they would prefer to see less flesh on display in a video and the use of clothing brands such as Fred Perry or even less sophisticated brands such as Primark.
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