2. Why is a target audience necessary?
A target audience is the general group (s) that you are aiming a certain product or service at,
this allows someone creating the product to know who will be consuming their product.
Without a specific target audience there will be no guidelines and parameters people can
work in. For example if a producer wants to release a rap music video, they will need to
know what kind of props/location to feature so they need to see who will watch the music
video.
If there is no target audience, there will be no way to see how well the music video is doing
if everyone is aimed at, there would be no specific features that appeal to a certain group.
This would mean that either everyone or no one would watch the video as there is no
theme.
My target audience will help me market and advertise as well as allow me to add certain
features such as props or editing techniques. If I have a specific target audience, carrying out
research such as surveys and conducting focus groups will be much easier as well as more
effective.
3. Studies AS/A2 at 6th form Like Pop, R’n’B music
Enjoys sport, music, TV,
games, socialising,
movies and shopping
Usually Wears jeans, t
shirts and hoodies
primarily, as well as smart
attire for education
In a part time job
such as retail
Spends money on
music, movies,
food, clothes and
travel. No major
expenses.
16- 18 Years Old
Is in Full time
education or
apprenticeship
Lives at home with
parents
Has a
girlfriend/boy
friend
Aspiring to go to
university and a
get a job after
4. This mood board consists of
the main objects that the target
audience would be interested
in stereotypically.
5. Target Audience (Individual) Interview: To help me better understand
my target audience, I chose a random participant from my school and interviewed them to gain useful qualitative information.
As part of my target audience, I am picking an individual at random to carry out an extensive interview to find out a
profile of the target audience. This will provide me with vital qualitative data which is useful when making decisions
during production.
Question 1: Do you think music videos are interesting to watch?
Answer: Not all the time, some music videos have dull and boring storylines with no real special effects which, to me, isn't
very interesting. However, some of the music videos from artists such as Niki Minaj, Lil Wayne and Kay Z are interesting to
watch because the locations are set in nice places. The props like the cars are also really cool.
Question 2: What kind of genre of music videos are the most entertaining?
Answer: Usually Genres such as pop/Dance and Hip hop have the most entertaining videos as the special effects make the
entire storyline more upbeat and fun to follow.
Question 3: Are there any features of a music video that you feel should be elaborated?
Answer: I think that the dancers in some videos seem like they are just as a small feature, the camera should center them
more as well as the celebrity. The lyrics is also something that is hardly shown in music videos as it is vital in a song, I think
that for the chorus the lyrics should be shown.
Question 4: What makes you want to watch a music video?
Answer: I usually watch music videos when I hear a song on the radio and if my friends tell me a video is good I would
check it out. I also watch music videos when I am on YouTube and want to hear the song so I end up watching the video
anyway. Another thing that makes me watch a music video is Facebook; the artists pages I like show the music video on
their page.
Question 5: Do you think music videos have become a waste of money recently?
Answer: I wouldn't’t say a complete waste of money but I do think that the record labels spend a little too much as the
videos are usually 2-4 minutes long so spending £100,000s on such a short video makes it a little extravagant, as all
around the world there are causes such as poverty, cancer research, animal aid and water shortages that would infinitely
benefit from the money. Some musicians have low budget videos such as just a single camera shot of them performing
which is also very effective as it is simple and allows the audience to see the actual musicians perform.
6. Demographics research: Target Audience
• Age: The age of my target audience would be between 16-18 Years old
• Income: The income of my target audience would be less than £400 as they
would usually get pocket money from their family or have a part time retails job
in places such as Tesco, TK Maxx or Sainsbury’s.
• Location: The target audience would usually be living within the United
Kingdom, Mainly south London at home with their parents.
• Profession: The target audience would usually be students , in full time
education such as As levels/university or working as an apprentice is their
desired field or work.
• Marital Status: This group would not be married however they would be looking
for a relationship such as a boy/girl friend.
7. Psychographics research
• Lifestyle: My target audience would be interested in school as they would be in
A levels or University which is the main stepping stone before getting a job. They
would also be socialising with their friends/partners in places such as shopping
centers, restaurants, movies and at the gym. This age group would also be the
primary consumers of the mass media from TV (shows/movies) , Internet such
as shopping websites, social networking websites and streaming. This group
would also have portable electronic devices such as mobile phones, IPods,
Tablets and laptops.
• Aspirations: This group would aspire to getting a degree from their university
and getting a good job. They would also look forward to meeting and making
new friends. They would be interested in relationships and wanting a
girlfriend/boyfriend. Making money is also a primary aspiration as they would
want money to spend on items such as clothes, shoes, travel costs, driving
lessons, movies, food and entertainment (games, streaming etc.)
• Values: This group would value things such as Friendship, wanting to grow
personally, gaining in terms of finance, Reputation and Freedom.
• Hobbies/Interests: They would have a large interest in things such as Socialising,
Social networking, Traveling, Sports and consuming mass media such as music
and TV.
8. How demographics and psychographics affects production?
The demographics and psychographics of a given population affects production of
my video because I need to have an outline of my target audience in order to add or
subtract certain features and styles to my music video. For example; if I wanted to
have props such as alcohol or gangs and found out that my target audiences’ values
include not drinking or getting involved in crime it would deteriorate them from
wanting to watch the video.
However if I find out the main likes and dislikes (generally) of the target audience I
can tailor the music video accordingly maximising the view ability of my product.
This will also help me when I am during the editing stage and need to make decision
such as when to cut a scene, how fast the scenes should cut and what overlay
effects should be added.
I can also market my music video in places where I know the audience would be,
whether it is online (social networking, gaming or shopping websites) or in physical
places such as bus stops, street billboards or restaurants.
