The most popular YouTube video is Despacito from Luis Fonsi and Daddy Yankee. The song achieved nearly 3 billion views in seven months and they have surpassed the previous top song “See You Again” by Wiz Khalifa and Charlie Puth’s. Despacito has crossed cultural bounds by featuring Canadian artist Justin Bieber on another version which has brought his huge fan base and combined it with the Luis Fonsi and Daddy Yankee fan base. Even though this genre of music is not what I am trying to create. I thought it would be useful to give an example of a product that is completely different to one that I'm trying to create.
My product will be created to appeal to more of a underground Niche market. A niche underground music video to me is a song within the low millions or less. An example of a music video that is similar to a product that we would like to create is called Mura Masa Lovesick. This video is directed by Yoni Lappin who has done various videos for this artist. These music videos are directed towards the youth from the age 16 and onwards, as the music videos tend to only include people of a young age. Yoni Lappin adopts a raw aesthetic which is very specific and relatable to UK culture especially in London.
