MEST1 Section B: Institution research

Current case studies: financial figures

Ill Manors: Funding and production budget

What was the estimated budget for Ill Manors?

The estimated budget for iLL Manors was £100,000

Where did the money come from? List the different organisations and companies that contributed funding to Ill Manors?

Ben Drew refused funding for the film iLL Manors as he was an inexperienced director and wanted to gain the necessary experience. 

How did the Ill Manors budget compare to a Hollywood blockbuster such as Skyfall?

There is a stark contrast to the Hollywood movie Skyfall and iLL Manors as the budget for ill Manors was £100,000 and the budget for Skyfall was ‎$150–200 million.

A Field In England: Funding and production budget

What was the estimated budget for A Field In England?

The estimated budget for the film A Field In England was £300,000

Why did A Field In England manage to secure a higher budget than Ill Manors?

Ben Drew was inexperienced and iLL Manors was his first debut movie .Whereas as, Ben Wheatley was already an established director, which therefore made companies more confident with the film.  

Where did the money come from?  

The film was funded by Film4 Productions and Drafthouse Films. 

Film London and Microwave Film
Ill Manors was created partly thanks to Film London and Microwave Film. Revise the key details from your MEST2 research by answering the following questions:

What is Film London and why does it exist?

 Film London is a non-for-profit agency primarily supported by the national and regional government. It's aim is to support those who are making low budget films.

What is the purpose of Microwave Film?

Microwave film is about funding films, gives development and mentoring support to all films that have been shortlisted.

Choose one film funded by Microwave film and explain how it compares to Ill Manors (similarities and differences)

Shifty is another film which is similar to the film iLL Manors, they are both based in run down urban areas and the common theme which seems to appear is drugs and violence. The main character of the film Shifty is also in iLL Manors. The main difference between both of these films is that with iLL Manors there is more of a individual and his life whereas with Shifty the film is to do with two friends and the storyline is based on both of them. 

Vertigo Films and Warp Films

Your BFI Study Day on UK cinema focused on two important production companies in the British film industry: Vertigo Films and Warp Films. Revise what you learned on the trip by answering the following questions:

What are the most successful films Vertigo Films has been involved in?

Vertigo Films have made The Football Factory, Sweeney, Monsters, Step Up 2 and more

Why do you think those films were successful with their audience?

Vertigo took fresh and original ideas that made the films unique to watch for audiences.

What different film genres has Vertigo Films worked with?

Where did Warp Films start out?

Warp films first started out as Warp Records (the first version of itself) It was created by NESTA who also gave financial support, and had the remit to produce short films. It had set-up head quarters in Sheffield and in London. 

What are the most successful films produced by Warp Films?

This is England, 4 Lions and 71

How have Warp Films helped to develop new talent in the film industry?

They develop new talent by getting new film makers who have the talent to produce a film and make a bigger name for themselves. Also, they produce short films and help were established by Warp Records.

What titles have Vertigo and Warp Films produced that are similar to Ill Manors? Explain the similarities - it could be in terms of audience, location, content or genre.

Warp Films have produced Four Lions, which involves the same protagonist as the one in ill Manors, Riz Ahmed. The audience would be the same as ill Manors too, although the subject matter is different, the younger demographic would be appealed by this also.

Certification: BBFC

One final aspect of institution is the certificate a film is awarded for exhibition. This is decided by the British Board of Film Classification. Revise the key details regarding the BBFC from your MEST2 research by answering the following questions:

How does the certification process work at the BBFC?

The BBFC certification process works through identifying the content of the film and deciding what the rating should be depending on what it is that is being shown and then the age is decided. 'U' is suitable for all audiences, 'PG' is parental guide, '12A' is a Cinema release suitable for 12 years and over, '12' is a video release suitable for 12 years and over, '15'is suitable only for 15 years and over, '18' is suitable for adults only and 'R18' adults works for licensed premises only.

Think about the certificate of Ill Manors (18 certificate). What is deemed acceptable for an 18 certificate? What is the difference between a 15 certificate and an 18 certificate? 

An 18 rating films has a lot more explicit content than a film that is aged for the audience of 15 year olds. An 18 certificate film has more strong language, the violence is not hidden from the audience and will have more use of drugs and sexual content. A 15 rated film may have some of these but will not be as explicit.

Why was Ill Manors given an 18 certificate? How might this have affected the Ill Manors target audience and commercial success?

iLL Manors was given a 18 certificate due to the amount of strong language and the portrayal of sexual activity. This may have affected the iLL Manors target audience as it may have appealed to younger kids starting from the age of 16 and they wouldn't have been able to view the film as it has a 18 certificate. This therefore, could lower the commercial success due to fewer people seeing the film. 

What was the certificate for A Field In England? Why was this certificate awarded?

This was rated 15 as it had only included the use of drugs and hadn't really included adult themes such as criminal activity as the protagonists in the film are seen as escaping the warzone to go on a trip in the field as the title suggests.

What are the advantages and disadvantages for a film in being given an 18 certificate?

The advantages of a film being rated 18 is that audiences may assume the film is going to relate to their life styles because it wouldn't be appropriate for younger people to hear what they do. Also, being awarded an 18 certification would be that the correct audience would be able to see the film in the cinema and the content would not be limited, therefore the rawness and gritty reality can be seen accurately. There are no limits or restrictions, therefore it is more realistic. 

The disadvantage to this is that there would be that less people can watch the film.  Due to the age restriction, not many younger viewers could watch the film unless they are accompanied by an adult aged 18 or older which would make a minor improvement in sales but not a significant . Alos with the high age restriction of the movie and the inability of younger viewers to watch it may lead to illegal streaming and piracy of the movie instead. 

A Field In England: the appeal of arthouse film

1) Read Beyond Hollywood: Reading Arthouse Cinema. This is in MM45 on page 24 - Sum up the article in one sentence.

Arthouse films are artistic and mind provoking rather than commercial in character' unlike Hollywood films.

2) What are some of the suggested audience pleasures for arthouse film?

Hollywood and arthouse films are different, arthouse films consist of character and narrative driven plots. Hollywood films exist for the purpose of entertainment. Hollywood movies are usually mainstream films and conventional audiences would prefer to watch mainstream films over arthouse films which do not always have a resolution at the end compared to a stereotypical mainstream ending.

3) Why do some audiences struggle with arthouse film? Refer to some media theory here (there are some important media theories discussed in the article itself).

Audiences that can understand art-house films have what Pierre Bourdieu calls ‘cultural competences’ – a familiarity with ‘high’ cultural forms and this is usually associated with the middle classes as they are educated. Their understanding of culture means they are more likely to identify in art-house cinema, and so appreciate it more than others. So, in other words, in our society if you don’t like ‘highbrow’ art, such as opera, you are in some way inferior to those who do.

4) To what extent is arthouse film only for the middle classes and older audiences? Why might this be the case?

The only extent art house films are only for the middle classes and older audiences could be because they are more likely to visit art house cinemas due to the price of the tickets which they can afford compared to the working class who would usually go for the typical mainstream cinema. 

5) What type of audience would A Field In England appeal to?

The type of audience for A Field in England would appeal to the of demographic group would be A and B who would be split between males and females, with a predominant percentage of them being male; with the ages of 21-35 as it would be very niche. They are more likely to visit art-house cinemas due to the price of the ticket and their middle-class social values.

------------------------------------------------------------------------------------------------------

A Field In England: BFI report on the release strategy and commercial success


1) Read this BFI Insight report into the release and reception of the film. What was the purpose of the report? 

How each area of the film; advertisers, enabled the film to be commercial in their success but also to see the uniqueness of the movie such as with the release schedule.

2) What was the budget for A Field In England?
The budget was of £316,879

3) What were the key numbers in terms of cinema box office takings, TV viewers, VOD and DVD sales? 

TV Viewers: 367,000
VOD: 6,003
DVD: 7,577
Box Office: £51,409

4) What was the primary target audience for A Field In England? Does this surprise you? How does it contrast with your answer to question 5 in the tasks above?

The target audience for the film was ABC1 18-25 year olds but from above I stated ages ranging from 21-35 as it is quite a niche genre and so wouldn't target younger audiences but to add on, they must also have known of Whealty and his work. So because of his unique way of realising the film, I would of thought the target audience would be higher. The gender spilt would be both make and female with a 50/50 percentage in the two.

5) What did the report conclude with regards to social media and the marketing campaign? How does this link to our Ill Manors case study?

Much like the iLL Manors, soical media was a big factor for advertising as it got the movie noticed, and really brought the success for the movie allowing young people to hear about the film and share it online allowing others to do the same too. 

]
]
]]
]
]]

]
]



]


]
]

MEST 1 SECTION B: A Field in England

1) Read the Media Magazine article on A Field In England in Issue 47 and write a 100 word summary of the article on your blog. You'll find the article in our Media Magazine archive - click on MM47 and go to page 19.

The magazine was talking about how the film was released and why they used this specific way of releasing the film on more than one platform. It was done for promotional purposes and to generate as much profit as the film could make as it targeted a niche audience who would go out and spend the money on the film for cultural purposes.  The film is set out to cause an effect on  the way Hollywood films are also released out to the public and that in the future they would benefit from doing it the same way ‘A Field In England’ did as they claim that films which are seen in the cinema aren’t there for a longer period of time would benefit from releasing it on different platforms for both those who produce the film and the audience.

2) Read the following pages on the official website for A Field In England and write a one-sentence summary of each. Each page provides explanations of the unique release strategy that the institutions behind the film chose: 

Industrial Evolution: Producer Andy Starke on the music industry influences informing A Field In England’s release strategy.  

How people are unable to get into cinema so using VoD is better and the begginings og Hollywood producers. 

Screening/radical release: Commissioning Executive Anna Higgs on the groundbreaking release plans for A Field In England.

Release plan for the movie and how Film 4 let the film be out and viewed by the public. 

Audience: Anna Higgs discusses where A Field In England sits within British cinema and how it will reach its intended audience for the film.

How releasing the movie in one day makes it easier for a larger audience to see it

3) How was A Field In England’s release different to typical film releases?

It was different as the release was simultaneous rather than staggered- in cinemas, on DVD, Blu Ray and VoD which lead to a lot of attention as being the first to allow everyone to watch the movie in their choice of medium. 

4) What are the advantages to releasing the film across all platforms on the same day?

The advantages is that it creates controversy and hypes up the films release as it is different to the mainstream/typical way of releasing a film. This means that audiences will find this interesting and either watch it at the cinema or buy it on DVD or Blu-ray or even on TV.

5) What are the disadvantages to this approach?

The obvious disadvantage of this method is that people who want to watch the film could watch it at home for free. This would then reduce the income the film would receive. Also, it reduces the time the film will have hype for and people would lose their attention from the film. This is because as the film gets old advertisements would be gradually be reduced so the audience would assume the film wasn't a success.

6) What target audience would A Field In England be aimed at? Demographics and Psychographics.

A Field In England would be targeted at quite a niche  ABC1 market; predominantly quite a middle-class. I also think it would be aimed at an elder, more mature audience due to the setting of the 17th century and the use of the black and white filming. However, I also think it has potential to appeal to a younger market due to the content of the film being drugs and so his may therefore appeal to a wider audience. They are more likely to be succeeders as those who are middle class have a job in society which is of a high social status, they would value films, like an arthouse one, dissimilar to a mainstream multiplex such as VUE.

 Also, it gives them a sense of British history and culture but also admiring the arthouse films that are being produced as they are usually for those who are educated.

7) Do you think all films in future will be released across all platforms simultaneously in future? Why? What role will technology play in film distribution? 

I think films in the future films won't be released in this way as it was a good way for an Arthouse film to maximise profit in this way. Hollywood films will be generating more money as the film would have been promoted more and for a longer time than Arthouse films. So, in the future when movies from Hollywood come out on DVD will more likely receive more profit due to their large promotion and larger budget. Unlike a small Arthouse film,  which doesn't have that same hype or money spent on publicity of the film. However technology would improve and it would be easier to quickly distribute and promote movies. 

Ill Manors: e-media off-site research

Ill Manors Facebook page

2) How many 'likes' has the Ill Manors film page had?

29,684 liked the Ill Manors page on Facebook.

2) What is the top of the page promoting?

 The Facebook page is promoting the Ill manors film released onto DVD at the top of its page on the cover photo  and there is a photo of the DVD release date poster.

3) Choose five of the posts on the page's wall, screengrab them and explain how they appeal to the Ill Manor's target audience.

This would appeal to the Ill Manors audience since it targets their ideologies by using a theological question about their anthem song. They are more likely to be opened-minded, young-middle aged and middle-working class since they would share the ideologies shown in this. Especially to young people and the working class, since they may experience discrimination from people and be ostracised by society and targeted by the media.

This screenshot shows Plan B's NME magazine interview. As a result of this i think it would appeal to a younger target audience in the regions of 18-25 as they may be more willing to read a magazine than younger teenagers.

This would appeal to the target audience because it will help them engage with the actors and help get an opportunity to meet them.

This screenshot shows a prize draw about how to win a limited edition DVD cover of Ill Manors. I think the target audience for this post would have to be a die hard fan of Plan B, probably a teenager aged between 13 and 18 who would be interested in collecting memorabilia of the Ill Manors brand.

This specifically targets the interests of Plan B's fans since it discusses personal ideologies behind the music video, which the audience will share with him. However, therefore, this may appeal to not only fans but people who believe in change, and the kind of people that attended his TEDx lecture who were middle-class people and so they will share the same ideologies.

4) Find three examples of synergy with other platforms (links to broadcast clips or newspaper/magazine articles). Explain how each one promotes the film.

An example of synergy would be between the DVD and Blu-Ray copies of the film. Using the Facebook page helps promote the film and encourages fans to watch the film through buying the DVD. Another example would be Plan B himself, as an artist he can use his social media in order to promote his album and the film. Through the Facebook page there is a link to the soundtrack through an iTunes link. This gives the audience an opportunity and an easy way to listen and essentially buy the soundtrack without being forced into buying anything. The fact that a user can easily download the soundtrack makes it efficient and creates synergy as these two platforms are connected. The most prominent use of synergy is through YouTube as the film trailer is linked and also all of Plan B's music videos. The use of this mainstream site would help the audience to quickly identify the link and find security within clicking on the link to watch further videos and suggestions.

Ill Manors Twitter feed

 #iLLManors  #ILLTIMES

The twitter page shows the film and the soundtrack and promotes them both on the Twitter page, it keeps everyone up to date and gives the audience a chance to interact with the other members of the audience. The use of the iconography of the gun would again help the audience identify the brand of the film and the genre as being urban. Through the profile, we can see that there are links to buying the DVD and other merchandise, which helps to promote the brand. There are also a numerous number of tweets all relating to the brand and helping promote either; the release of the film early on when the twitter feed emerged; or promoting the selling of the film as a DVD or blu-ray copy. 



Ed Sheeran tweeted about how good the film was and how he recommends everyone to see it.  Ed Sheeran who also has the same background of Plan B in the aspect of both coming from the bottom with a similar upbringing and so the audience demographic may understand what him and his opinion.

 Ferne Cotton retweeting this who is part of the middle/upper class posted this referencing from Plan B's Ill Manors song. This would appeal to the pollitical audience and middle class audeince as they would have opinions on the movie themselves and because she has a large following of young people too and so this would promote the film as her followers will re tweeet this and so larger following for the audience will be met.

Twitter uses links and pictures to promote the film, there are images of the actors of the film so they are recognisable to the audience, there are links which allow the audience to go onto YouTube so that they can watch the trailer of the film but also so that they can listen to the soundtrack of the film. To add, images that appear in the feed are generally of behind-the-scene shots of filming, photos of award shows, events and the personal accounts of Plan B and Lee Allen. Putting behind-the-scene photos is significant because it allows the audience to get a sneak peak at the film at work. 

YouTube - planbuk channel

1) 

On Plan B's YouTube channel, he would promote the film by having a separate folder in the 'playlists' section with the name Ill Manors. The use of music videos helps to promote the soundtrack of Ill Manors as well as the music video itself, which would directly promote the film through the use of characters in the music video. This would, therefore, widen the audience and fans base.The different songs on the Ill Manors playlist have been used in the actual movie. Some of the songs, e.g, Playing With Fire, has another famous artist by the name of 'Labrinth'. Labrinth has an extremely large target audience and this will make more people aware because he may have uploaded this song onto his YouTube channel and then could've given hints to how this song will in the movie 'Ill Manors'. 

2)
The iLL Manors trailer and the music video suggest synergy with the DVD Extras that were included on the broadcast platform. They both follow a similar tone and feel and similar editing style. This helps audiences stay familiar with the content released under the same movie title and would show consistency. Also, There is cross promotion between the soundtrack and the links to the trailer for Ill Manors, creating synergy because the music fan base would be exposed to the ill Manors film and want to watch the film because of the soundtrack.

3) 
There are links to twitter, Soundcloud, facebook and iTunes. These links are to their social media, which are all different social media sites that are showing who the actual presenter is and what he does and what he may be currently doing at the moment. Therefore, help promote the film through Ben Drew, who is the director of the film, as a brand himself. However, the links to Soundcloud and iTunes specifically help promote the soundtrack as well. The social networking platforms create synergy with the Youtube channel as there is cross-promotion between all the sites, and therefore promotes the film on a greater scale.

Ill Manors: official websites

Ill Manors blog task: official websites

Answer the following questions on your blog:

1) What examples can you find of the Ill Manors brand on the Ill Manors website homepage screengrab above?

The screengrab is like the layout of a movie poster, with the logo to the side, identifying the brand immediately and help to promote the film. There is also the use of mise-en-scene as they use actors and locations from the film which identity the brand and also the genre of the film. One man appears to be gagged and tied up, illustrating the brand through it's gritty nature. In graffiti text, the words "Ill Manors" are shown against the down-beaten house, in order to further represent the brand and aspects of the brand including the genre of the film. This a creative representation of the brand which will catch the viewers eye, allowing them to identify certain aspects of the brand. Under the window of the house, it says "Ill Manors Buy Now," identifying that the DVD is now for sale.

2) How does the website encourage the audience to buy or interact with Ill Manors products?

The phrase 'BUY NOW' has been used both on the central image and on one of the page tabs which encourages viewers of the website to purchase the film. The page tabs also provide viewers the opportunity to watch the trailer, related videos and listen to the Ill Manors album which creates synergy between the different platforms. This means that they are able to connect with the brand's products easily, with just one click of the mouse. It is well located on the page and means that people are likely to notice and follow these links. To the left of the screengrab, there are links to the trailer, allowing you the opportunity to interact with it and watch it. Another link there is the link to the album, allowing the audience the opportunity to interact with Ben Drew's music, specifically the album "Ill Manors," which is an Ill Manors product.

3) Now look at Plan B's official website. How does it use social media in terms of content and design? Why might the website designers have wanted to create the look and feel of a social networking site?

The first thing you notice on the website is Plan B's twitter/instagram account and this is done through showing tweets made by Plan B towards fans but also their tweets towards him. Additionally, right below the contents links are minor subheadings which are direct links to Plan B's social media, e.g. his instagram photos and tweets made through twitter. 

4) Scroll back through the wall to look at posts from around the release date of Ill Manors. How does this statement on Ill Manors link to other texts we have studied as part of this case study? Do you agree with his claim that he "won't justify" the riots? What does this statement suggest about the representation of young people in Plan B's film and music videos? 

This statement links to other texts because it helps the audience understand why Plan B made this film and his thoughts/ideology behind it. This statement  also links very well in with the TedX talk that Plan B had attended and had a speech very similar to this statement, such as how he felt towards the riots that had happened and his opinion on the youth. Also, this links in with when Plan B was on the Jonathan Ross show as he presented himself as very smart and sophisticated with aspects of humor just as in this statement where he is very formal in his speech just like when he appeared on Johnathan Ross. In both, he demonstrates his opinion on the youth and how they are ostracised from society, thus leading to the riots, but at the same time in both, not justifying the riots. He simply believed things need to change in order to prevent riots.To some extent I do agree with his claim that he 'wont justify the riots' as I think that it is not his duty to justify the matter. However, due to the fact that he is speaking so publicly about the issue I think that it some aspects he should be able to justify himself.

5) Why do you think social media is overtaking official websites in terms of film promotion?

 I think that social media is the main focus over official websites for films due to the fact that the younger generation are more inclined to be on these sites or apps as opposed to searching for the official one for the movie. One particular feature of social networks is that certain accounts can be verified which isn't something found on 'official' websites. This means that fans can easily distinguish between the real and fake accounts.
Another advantage of social media is the fact that a variety of different users can be reached using it. This means that it is a one-stop place to find anyone's profiles, this way, fans only need to create one account in order to access a variety of peoples and brands' accounts.
Furthermore, advantage from the film's perspective is that their social media account can be easily shared using the social media account itself as people who are following the brand can share it with their friends and/or family. This is a great technique to get more attention for the film itself, as well as the brand. Particularly for Ill Manors since social media is used by the very people who the film is targeted at (adolescents/young adults).

ill Manors E-Media - Tag London Campaign

1) Summarise the Ill Manors Tag London campaign in 100 of your own words.

The Tag London Campaign was a twitter campaign that prompted fans to tweet the hashtag #ILLMANORS and voice their own opinions on the current climate in the UK. 300 of the tweets that were published by fans and users, were recreated by graffiti artists, projected on large landmarks within London, photographed and retweeted. When fans tweeted the hashtag, they were able to receive a free link to SoundCloud for the album. The campaign was in partnership with a creative digital media company names Powster. These results were then published on the Plan B website, in order for users to keep up to date and aware of what's happening within the campaign.

2) How does the Ill Manors Tag London campaign help to promote Plan B, the soundtrack and the film?

 It helps promote the film because it helps them connect with fans socially and politically on a massive scale, helping people get information on the film through the album.  This will then lead them to wanting to watch the film as it links to his music and the tweets sent out about the current state of Britain. Furthermore, fans with strong beliefs similar to Plan B's will be intrigued into seeing his thoughts on britain coming together. 

3) What synergy (links) can you find between the Tag London campaign and other texts you have studied as part of the Ill Manors case study?

There is synergy between the tag London campaign and through the partnered company Powster as the creative digital company would help promote Plan B through their institution. There is a link between the campaign and the broadcast platform because through both of them the fans get an insight into Plan B's ideas and beliefs. This then encourages them to see his work and state their own opinions.Also, The use of being in a partnership with another company, creates wider exposure as the fan bases and the demographics that would be aware of the institution may not necessarily be aware of Plan B, which would provide his album and his film with a bigger audience and awareness.

4) Why might user-generated campaigns like this be more successful than traditional media campaigns? Offer three different reasons UGC-driven campaigns are popular with media institutions.

User-generated campaigns are more successful because they allow the fans to interact and helps with audience engagement. This benefits in promoting the album/film because the fans feel as though they are part of the process and can voice their opinions. The disadvantage however, is that a negative comment can alter the opinions of others as they may also be discouraged by this opinion. The use of opinion leaders also helps to encourage exposure of the film as celebrities and close acquaintances of Plan B can help to create hype about the film, which will increase the likeability of wanting to see the film.

5) Choose FIVE of the tweets above and for each one write what target audience the tweet could appeal to (demographics/psychographics) and then link the tweet to one other media text you have studied as part of the Ill Manors case study (TEDx lecture, music video etc.) Justify your link for each tweet using examples from the film/promotional material.

#ILLMANORS INCLUSION NOT EXCLUSION.

This short tweet is also a tweet that would probably be most praised by the urban middle class demographic due to the vocabulary. It is a very short tweet which gets the message across in the most simplest way, it also has a ring to it, which makes it seem almost like a rap lyric and like a chant. It also sounds similar to something Plan B himself would say as he chants, within his rap music. 

#ILLMANORS JUST ANOTHER EXAMPLE OF CAMERON'S BROKEN BRITAIN

The target audience for this could be explorers as their mindset would be changed due to the film and the way Britain really is in the eyes of people and not the way that it is portrayed in the media. 

WHY ARE THE RICH GETTING RICHER AND THE POOR GETTING POORER. PFFT TO THE GOVERNMENT.THE OLYMPICS WILL DESTROY LONDON #ILLMANORS.

This tweet would appeal to strugglers and reformers and again the youth demographic or people that are struggling generally. This tweet suggests that the government is all to blame as it states 'The Olympics will destroy London'.

"PLAN B'S #ILLMANORS MOVEMENT IS SICK, GET INVOLVED" 

This tweet contains slang suggesting it was written by a member of the youth since they tend to follow slang trends.Therefore,it is most likely that this would appeal to fellow members of the youth who are being encouraged to participate in the movement. This tweet would also link to the music video as they both share similar colloquial languages, and also would both appeal to a young, working class demographic.

"ON PRINCIPLE, WHAT'S THE DIFFERENCE BETWEEN A TEENAGER LOOTING TRAINERS AND A POLITICIAN STEALING THOUSANDS IN EXPENSES? #ILLMANORS" 

The target audience of this tweet appears to be more middle-class, metropolitan based reformers, who will most likely be liberal or left-wing. This tweet would definitely link to the TEDx lecture, with Plan B giving a lecture.

WHY ARE THE RICH GETTING RICHER AND THE POOR GETTING POORER. PFFT TO THE GOVERNMENT.THE OLYMPICS.WILL DESTROY LONDON #ILLMANORS
The target audience for this specific hashtag would be between the ages of 18-30. This is related to the London riots as it the user was talking about the government which is one of the reasons why the London riots had happened. I would link this tweet to the music video as it shows parts of the riots and angry gang members. The reason why I said 'angry' is simply because of the way the hashtag was written. The member uses the slang phrase 'pfft' which emphasises that he's angry.