RESEARCH AND PLANNING: Age Rating - Analysis Of Other Age Rated Videos ADD PHOTO

In October 2014, a decision was made to add an age rating to online music videos. The main reason for deciding to age rate each music video that is put on online platforms such as YouTube and Vevo is due to parents wanting more of a guidance as to what their children should be watching. The age ratings are 12, 15 or 18. The age rating is based on how much unsuitable/upsetting content a music video contains. In mid 2015, research was carried out to explore if these age ratings were useful to parents within the UK. 78% of parents agreed that having an age rating was useful. A major issue with the age rating scheme is that it only applies to music videos that are produced in the UK. Therefore, music videos that are produced outside of the UK will be widely accessible to younger audiences and will not have an age rating.


Music videos such as Sia's Elastic Heart created some stir upon social media as a young girl and an older man were depicted to having an 'animalistic dance-fight mash-up in a cage'. This created a lot of noise on social media, which led to Sia tweeting this:




Personally, I think that this age rating pilot does have a effect on young children and parents. However, I don't think that the effect is enough as it needs to be introduced more widely for it to have a large impact. It has been proved by the American Physiological Association that extreme themes in media products has caused effects such as depression and eating disorders. If age ratings were widely introduced, this could reduce the impacts on young people.


In my opinion, I do not think that my music video includes any particular heavy themes. There is a brief visual of alcohol and the only unsuitable theme it includes is partying. Due to this, I think I would personally give my music video a 12 age rating. Some parents of younger people do not want their children to be exposed to themes such as drinking alcohol and partying.