Intended Institution Analysis

I think the institution that would play my music video is MTV. It is a very popular, well-known channel that already plays Ed Sheeran on it. The channels main audience is teenagers/ young adults, ageing between 12-34 which is the similar target audience to Ed Sheeran's. MTV play a variety of music genres on the channel, but mainly pop and rap. This is as the channel plays trending music but popular music artistes.

When I looked at the schedule of the channel it is clear that they play similar music to Ed Sheeran, with the top songs and pop artistes playing.

Even though this is the institution that would mainly show the music video, music channels aren't watched as much as they used to be and now most people watch music videos on YouTube and that is where they get most of the views nowadays.