Hi Ellis great job on this research and putting together the video. Understanding how labels use different genres, and construct a range of styles and attitudes to target different audiences with their products is absolutely central to the coursework this year. In that way it is very much like the traditional marketing practices that can be seen in other consumer industries, where for example confectionery companies make a range of brands and meanings for their chocolate bars to help sell them to different consumer segments. I will be interested to see the type of image you create in your promo and how it speaks to the audience it is trying to attract... Phil