DW: 'Flaws' by Bombay Bicycle Club - Institution and Audience

This is the music video for the title song of Bombay Bicycle Club's second album, 'Flaws'. It is purely a performance video.

Institution 

• The band are signed on to both 'Island Records' and 'A&M/Octone Records' to cover their worldwide releases. Due to New Media Technologies at the time of the promotion of this video (2010), especially the smartphone, has allowed the record label(s) to make this video and this single accessible to anyone, anywhere. It can be viewed on the popular video sharing website, Youtube, which also has a mobile app - enhancing the positive technological determinists use of smartphones that can exploit this app.
• Furthermore, Web 2.0 as a whole has allowed this video to be shared virally; with links being posted to the likes of Twitter and Facebook amongst other social media websites which, a vast proportion of the audience for this genre of music is likely to consume.
• In addition, 'iTunes' has been known to promote this artist on their 'iTunes Store', meaning anyone who uses this function of the software is likely to be aware of them, being able to hear a preview of the song and then buy the song and/or the album.
• Then, through the oldest method of promotion - word of mouth - the band are likely to be spread at work places between colleagues, at schools between friends and just generally friends between friends.
•  It is also important to consider magazine coverage, such as NME and Q, alongside Music TV channel's such as MTV rocks - both methods of ambient viewing, unknowingly consuming the band and their image, unlike the aforementioned methods which are more focused, fully concentrated and aware. 

Audience 

• Bombay Bicycle Club are a band that don't have any niche age group that they want to appeal to; their easy listening indie rock doesn't restrict who typically will listen to them.
• Despite that, when studying their band image and perhaps considering the types of people you see at their concerts, it can be assumed that they are of a younger age bracket, typically between fifteen and twenty five.
• This audience consists of both male and females, the lyrics are far from offensive or sexist therefore appealing to both genres and, as earlier stated, most ages. The band themselves follow the latest fashions and look the way that is conventional of their genre - a style that is considered 'indie' which, is subsequently replicated through their fans.
• As stated in the 'Institution' paragraph, the accessibility of the band through New Media Technologies further supports the idea that the audience will be of a younger age perhaps.