The product is aimed at people from the UK, specifically London. This is because of the language (slang), which is used specifically people from that area, so that the audience will get a better understanding of the lyrics. The audience will be a small population of people from the UK who are particularly interested in this genre of music, however even though it is aimed at a small audience, as the song has grown in popularity, it has reached places such as USA. As the artist is small, audiences try and share the product as much as possible throughout social media, this may make them feel closer to him. They find pleasure is this because they feel like the are helping out with the product t make it grow in popularity. This is an example of users and gratification The video could act as a stereotype for black people, as they may be seen as they are all interested in rap music. I believe that this music product has no main music, its just a way the artist felt how he wanted to represent himself. The audience is close with the artist because of things like Twitter and You Tube, the audience are more passive as they are not engaging with the product they are jut absorbing the information.
Personally I like the video for its dark themes, its lighting and cinematography, i think that it really adds to the song and the culture the artist is trying to prevail.
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