Target audience.

Based on the similar artists, I would base my target audience on a young demographic, late teens - early 20's as these seem to be the general fans of the similar artists. They seem to attract a female audience moreover a male audience, probably due to the female gaze perspective given to the bands, with all of them being fairly attractive. To counteract this, the music videos incorporate female characters to be portrayed from a male gaze perspective.

The Kooks - Bad Habit         music video
This shows a male gaze perspective, showing the female character who shows off her body in front of a webcam. Her face is rarely shown throughout the video, keeping the attention drawn to her body, suggesting she is only there for the males' pleasure.

Marina and the Diamonds - How to be a Heartbreaker         music video
Throughout this video, the artist is surrounded by near naked men, who she interacts with in a provocative way, attracting a female gaze perspective eye towards the men, taking a voyeuristic viewpoint towards the video.

Hall's Reception Theory states that 'people are not passive', and that they interpret a media in their

own way, giving their own twist on how they perceive the messages within. This varies based on a person's individual cultural background and life experiences. This means that it is difficult for a producer to target a single demographic as everyone will interpret the product in a different way, meaning crossovers in demographic groups are likely to occur, bringing in different aspects of an audience - attracting different people - which can even differ between songs.

People take view of a media product in one of three ways:

They either agree with the media text, fully sharing its code and accepts the preferred reading - this is called a hegemonic (dominant) reading.

Or they partly share the text's code and broadly accept the preferred reading - this is called a negotiated reading.

Or they completely oppose the text's codes, disagreeing with the text's dominant code, however they are still understand the preferred reading - this is called a counter-hegemonic (oppositional) reading.

Due to the ease of access to content, audiences can no longer be tracked as easily as they could in the past. TV viewing figures are no longer usable, as there shows can be recorder or watched on demand, so physical viewing figures do not accurately represent the popularity of a show. This is also transferrable to the music industry, with companies such as Spotify and Deezer being available to stream music from, along with YouTube, these make sales figures very hard to accumulate, as streaming does not enable the producers to see how many different times a song has been played by each person, and offline figures are not accounted for to represent premium members who listen offline.