Research of Potential Target Audience In many Underground Grime videos the common theme is promoting some kind of violence or gang culture. The screen shot shown opposite is taken from rapper Scorcher’s ‘Gangsta’ single which was eventually banned from TV for glamorizing gang culture. In our own media product we took and opposite take on this, challenging the norm conventions and using a love song yet twisting it so it has a sad ending. We did this because we felt that having young black male(s) hooded up would merely narrow our target audience and so we took a commercial Grime take on our music video.
Conforming to Commercial Grime We therefore felt that if we were to conform to commercial Grime instead would allow us to have a wider potential target audience. Underground Grime music narrows its listeners stereotypically via ethnicity which is an example of demographic profiling and we felt that this was a disadvantage when trying to get your single and music video known and to be commercially successful. We then looked at artists like Chipmunk and specifically his ‘Oopsie Daisy’ single which went straight into the charts at number one and lasted 17 weeks in the charts in the UK.