Audiences
Media Studies: Eduqas GCSE, topic 5.5.4
Intentions - Audiences
Justin Bieber appeals to a mass global audience of mainstream popular music fans.
Justin Bieber’s global audience
- Justin Bieber has one of the largest online fanbases, with 64.1 million YouTube subscribers (as of July 2021).
- This made him the most-subscribed music artist on the platform at that time.
- Although Bieber's music originally targeted teenage girls, his primary audience is now 18 to 30-year-olds.
- This is because his fans have grown up alongside his career.
Fan culture & fashion influence
- Bieber’s fans are known as “Beliebers”.
- This term was widely used on social media and was even named one of the best new words of 2010.
- Fans frequently use #Belieber on platforms like Twitter to show loyalty and interact with the artist.
- Bieber has become a fashion influencer, especially for young men, through his clothing choices and his own brand, Drew House.
Audience expansion
- Bieber often collaborates with well-known rap and hip-hop artists such as Chance the Rapper, DJ Khaled and Quavo.
- These collaborations widen his appeal to hip-hop audiences and bring crossover success between genres.
- The feature from Quavo in 'Intentions' increases the video’s relevance for rap and R&B listeners.
Critical & audience reception
- 'Intentions' received a positive critical response and was listed as the 32nd best song of 2020 by Billboard.
- The music video was nominated for Best Pop Video at the 2020 MTV Music Awards.
- Audiences also reacted positively to the social message of the video, which led to a rise in donations to Alexandria House.
- Over $10,000 was raised within the first three days, showing strong audience engagement and impact.
Uses & gratifications theory
- Audiences use the video for personal identity:
- The stories of the women can inspire viewers and reflect real social struggles.
- The video provides catharsis:
- It allows viewers to experience emotional release through the uplifting narratives and acts of kindness.
- It also entertains, using feel-good dance scenes and warm, celebratory moments.
Uses & gratifications theory 2
- The video provides information and education about issues such as:
- Homelessness
- Inequality
- Community support
- It also encourages social interaction, as fans comment, share the video and discuss its message online.
Test yourself on Audiences
What genre crossover does Bieber achieve through his collaboration with Quavo in Intentions?