1. My target audience

2. As there is a proliferation and diversification in audiences across the
world they are becoming more segmented and fragmented, therefore it is
becoming all the more important for media institutions, especially the
music industry which is always changing like the recent digitalisation of
music being consumed through online streams, to keep up with these
changes. Consequently it is imperative for these institutions to target and
tailor to their consumers in order to get the most revenue possible, and
keep the consumer hooked within for example the genre suited for them.

3. Demographics
The website https://today.yougov.com/profileslite#/ offers quantifiable data
that is easy to measure, this can be therefore useful for later in this course
when we need to figure out the style and pricing of our magazine, advert
etc. however the drawbacks of this website when looking at the
demographics is that it tells us little about their consumption
habits/interests, and that it also groups people in a crude way.

4. Demographics
Our target audience is predominantly female between the ages 18-24 years old, and in
the ABC1 category on the socioeconomic model. The genre also has a very similar
target audience because of the music which is calming and mellow, and the majority
of the songs are about love, heartbreak or nature. This is further supported by when
researching love films such as The Notebook or The Vow their main target audience is
also women aged between 18-24 years old. Finally the ethnicity of our target audience
is mostly white british, this is because when researching the ethnicities of other
similar bands within the genre they were also mostly white british, therefore we are
fitting to our target audience.
So in order to appeal to our target audience we have similarly produced a music video
in which our story involves a female character; the story also consist around a
relationship and a break up; there are many natural and scenic locations to prompt the
calming and mellow aspect of the genre on top of this. Moreover to suit the socio
economic group we have for example used affluent looking locations.

5. LIFESTYLE
Using a website called https://today.yougov.com/profileslite#/ I could
easily look at the genre and similar bands within the genre to find out a
coherent picture of the lifestyle of our target audience, as the data is made
by real people so can be used with accuracy. However there are
disadvantages to this website, the data is hard to quantify and because its
filled in by actual people sharing their own personal information, there can
be anomalies/inaccuracies, and also everyone has individual differences
so difficult to generalise about one group/genre of people.

6. Lifestyle
Through looking at similar artists using a website called http://www.last.fm/, I found
artists such as Ben Howard, Mumford and Sons, Passanger, Bastille, George Ezra,
Jose Gonzalez etc. we could compromise a summary of information. Their hobbies
and activities involve nature, spending time with family, cooking, museums and
galleries, driving, sleeping and more. Lifestyle interests involving TV/films/celebrities
are Absolutely fabulous, great British bake off, monarchy, Ian Richardson, Chris
Evans, grease and more. Finally their niche interests are culture & arts, travel, 2003
Iraq war, training & development and more. They are mostly into left wing politics as
well. From this there is much rich information we can use to tailor to our target
audience, for example by knowing that our target audience enjoy both nature and
museums we used scenic and natural areas rich in wildlife as our locations.
Furthermore by knowing they are more left wing we can assume they care for the
environment, so using well kept conserved wildlife areas we know we have
personalised our music video to the target audience.

7. Subculture
Using a website called http://www.uktribes.com/ we could identify what
subculture our target audience is from, Through taking a quiz and filling it
out in the perspective of our GENERAL target audience. This helps us to
identify their aspirations and interests further, it also has a wide variety
and range of groups to identify, again helping us to be more specific when
targeting them. However there are some limitations to this, because its
using survey data it can be inaccurate. Moreover subcultures are a lot
more complex than what a couple questions seem to generalise them to
be. ALSO THE DATA SEEMS TO BE LONDONCENTRIC, NOT ALL OF OUR
TARGET AUDIENCE WILL BE FROM THERE, THEREOFRE WE MAY NOT
BE ABLE TO GENERALISE THIS DATA FOR INDIVISUALS OUTSIDE OF
LONDON.

9. Subculture
THE RESULTS WAS THIS WHEN I FILLED OUT THE QUIZ.. THIS SHOWS THAT OUR
TARGET AUDIENCE IS CREATIVE, ARTY, IMIGINATIVE, INNOVATIVE, ORIGINAL,
diverse, friendly, trendy, individualistic, unique, visionary, and ambitious. From this we
can draw many ways to target this audience, for example by knowing that they have
their own individualistic trends we have imitated this in the clothing style of our
characters, such as our male characters jacket is fashionable and original. In this way
our target audience are classic millennia's, fluid identities, experimental,
individualistic and entrepreneurial. This is further supported through my research on
Yougov where I found that my target audience spend longer online, this can be applied
to support the subculture of our target audience because as it mentions they spend a
lot of time online (36-40 hrs per week) in order to gain a platform to be ‘leading edge’,
therefore we have involved technological aspects like texting, to further relate to our
target audience.

10. Aspirations
Using Young & Rubicam’s psychographic model we looked at aspirations and
interests of our target audience. This model is easy to understand because of its
simple categories. However there are limitations to this model because its hugely
generalised it looses some of its impact. Furthermore it is sometimes difficult to apply
and there still may be other variables impacting this decision. There are 7 categories
everyone apparently fits into, these are the succeeder, the aspirer, the reformer, the
explorer, the struggler and the resigned.
I would say using the research I have just mentioned that our target audience is the
explorer because the “the explorer searches for new sensations”. In general by using
an unsigned artist that wouldn’t have much recognition and be rather ‘underground’.
we have already appealed to the explorer, because our music video that we are making
for this band will make them a new sensation . Moreover we have also done this
through literally our characters exploring in forests and by rivers etc. this portrays our
characters in a creative/grounded sense because it suggests they are in search of
something, just as the ‘explorer’ audience are therefore making it more relatable.