Case Study – David Guetta ft. Sia Titanium

Artists not included in music video.

Narrative – story of boy who has supernatural powers and he is running from police trying to capture him. Set in rural village.  I believe that the message behind the story is that it is okay to be different, and it inspires people, particularly a younger audience, to believe in themselves.

Industry – Nothing but the Beat is David Guetta’s fifth album. With many collaborations including Nicki Minaj, Snoop Dogg, Flo Rida, Sia and many more, the album had four top 100 singles. It was released via virgin Records, EMI and Astralwerks.

Audience – the music video appeals to specifically a younger audience, because it is postmodern. Younger people are more likely to enjoy a postmodern music video than older generations because they are more open to traditions changing. Also, the particular music genre appeals to a younger audience, specifically teenagers. Therefore, to appeal to the target audience of teenagers and young adults, the music video has to be up to date. The story also targets a people who feel like a minority as the main boy looks to be alone ad different to an average person. People will relate to this and therefore watch the video.

People that would consider themselves as part of David Guetta’s and Sia’s fandom would also be an audience of the music video. Usually, they would watch the music video more than once because of their love for the artist.

Media Forms – Not only is the music video seen on YouTube, it can be shown on music channels on TV and can be bought from places such as iTunes. The song itself can be bought on places like iTunes, Apple Music and streamed on Spotify and illegally on websites. The song had to be pulled from radio playlists in the US due to the Sandy Hook Elementary School shooting.

The music video is very post modernised (Baudrillard) as it doesn’t follow conventions and breaks traditions of the main feature being the artist. Instead, the main focus is the story of a boy with super natural abilities.

The boy in the music video could represent kids and teenagers around the world who feel like they don’t fit in and feel different to people around them. The boy proves that they are not alone, and can be inspiring as the boy as super powers therefore, other people can be that great too.

The music video is set in a typical, urban town. This signifies that these events can happen anywhere, which again helps younger people not feel alone when they are struggling.