I created a target audience character profile that represented basic responses of both male and female audience that we are appealing too. From this, we can gather that the lyrics could mean a lot more (sentimentally) to the female, than the majority of males. Males however, stereotypically appreciate the beat and instrumental communication. Therefore, we will portray significance in both the musical element as well as the lyrical importance, for example – we can prioritise the beat by arranging the Average Shot Duration (ASD) as well as rhythm to suit it. And to highlight the importance of the lyrics, the visuals of the music video can clearly relate to it.