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Target audience
 

Target audience

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    Target audience Target audience Presentation Transcript

    • Target Audience Research
    • High Contrast Research Lincoln Barrett, commonly known as ‘High Contrast’, is a Welsh Drum and Bass artist and producer. He is signed for Hospital records, as well as his own record company: The contrast. He played a key role in the 2012 London Olympics opening festival, where he selected and produced music. He is also involved in the liquid funk genre. Although he has produced a number of albums and singles, we are interested in the remixes he creates of popular chart music e.g. ‘Ready For The Weekend’ by Calvin Harris. Lincoln Barrett AKA High Contrast Above: Hospital Records Left: High Contrast album covers
    • London Grammar Research London Grammar are an English Trip Hop trio originating in London. The band consists of Hannah Reid, Dot Major and Dan Rothman. They are signed to Metal & Dust Recordings and since their formation in 2012 they have gone on to release the album ‘If You Wait’ which peaked at number 2 in the UK charts. Although only being released on the 9th September 2013, the alum has been certified gold. They are also signed to Warner/Cappell music. Band Members Hannah Reid, Dot Major and Dan Rothman ‘If You Wait’ features hit singles such as ‘Strong’, ‘Wasting my young years’ and ‘Hey now’. The band also featured on Disclosure’s number one album ‘Settle’, with the track ‘Help Me Lose My Mind’. Above: Warner/Chappell music Left: London Grammar album covers
    • Drum and Bass research Drum and Bass Drum and Bass is most commonly associated with drugs, which is why it has proved to be most popular at raves (large parties or festivals featuring disk jockeys). Although not everyone that listens to drum and bass takes drugs, nearly everyone that goes to raves does. According to the ‘Drug misuse national statistics survey of 2012-2013’ 1.9% of adults had reported using ecstasy in the last year. The majority of those were between the age of 16-24, with 16.3% of people within that age group claiming they had taken drugs recently. We therefor believe that our target audience will largely be made up of 16-24 hear olds. A Rave Drum and Bass, also known as DnB, is a form of electronic dance music. It originated from the UK's breakbeat and hardcore scene in the late 90s, it was seen as a revolutionary step for the music industry since it contained elements of a variety of other genres throughout the first decade of its existence such as; Dancehall, electro, funk, hip-hop, house, jazz, pop and techno. It's popularity has faded in recent years, since the emergence of Dubstep and the rising popularity of R&B. However, it has not been forgotten and although targeted at a niche audience has once again begun to grow. YouTube and raves are largely responsible for it re-emergence, as well as improving technologies which make it easier for people to create their own remixes at home.
    • Demographics Drum and Bass CLASS A B 3% 6% E 30% GENDER AGE C1 13% C2 18% 0-12 40 plus 31-40 5% 4% 10% 22-30 31% Female 35% 13-21 50% Male 65% D 30% These demographics show that our target audience will be predominantly male, between the age of 13-21 and within classes C1-E. This confirms our initial predictions about who our music video will be aimed at. This coincides with the information we gained from ‘Drug misuse national statistics survey of 2012-2013’, which stated 16-24 year olds were the most likely to take drugs. Although drugs are a huge part of drum and bass, it is clear that not everyone that listens to the genre takes drugs.
    • Pop Research Pop Justin Bieber Pop, which is short for popular, is genre of music which is commercially recorded and desires to have a mass audience appeal. It began in the 1950’s, deriving from Rock and Roll. David Hatch and Stephen Millward define pop music as "a body of music which is distinguishable from popular, jazz, and folk music“. The genre has evolved with each decade, ensuring that it remains popular- by adapting to the ever changing music industry. It is largely aimed at a youth market and has the following characteristics • Aimed at general audience, instead of a particular ideology or sub culture • Emphasis on Recording and production, instead of live performance. • Encourages dancing • Tendency to reflect existing trends Pop music dominates the music industry and charts. This is mainly due to the rise of piracy, which means a huge amount of people are no longer paying for music. This has a knock on effect on the charts, because only music which is paid for gets recorded. The charts, therefor, largely reflect a younger audience consisting largely of teenage girls and children. Popular mainstream music is therefor unrepresentative, which is the reason that One Direction and Justin Bieber constantly top the charts, despite only being popular with a fraction of music listeners.
    • Demographics Pop CLASS E D 4% 6% C2 15% GENDER AGE A 22% 40 plus 31-40 1% 22-30 2% 13% 0-12 29% Female 56% C1 24% B 29% Male 44% 13-21 55% These demographics show that pop music is aimed at both males and females, with females having a larger share. Almost 80% of the audience is between the age of 0-21. This is similar to Drum and Bass, which is also targeted at a predominately youth market. Classes A, B and C are most likely to listen to pop. This difference in class between the audience of pop and Drum and bass is the clear difference between the genres. This tells us that we need to avoid targeting a pop audience.
    • Psychographics There are seven kinds of people in the world: the explorer, the aspirer, the succeeder, the reformer, the mainstream, the struggler and the resigned. • The explorer are driven by discovery, challenges and new frontiers. Often the first to try new ideas and experiences out. This need for experimentation means they are more likely to try drugs, so they may therefor enjoy listening to drum and bass. • The aspirer are driven by other peoples perceptions of them. Their core need in life is for status. They are therefor more likely to listen to pop music in order to fit in. • The succeeder are organised, self confident and have goals in life. They respond to authority and their core need in life is for control. They are not likely to listen to drum and bass due to the negative stereotypes surrounding it. • The Reformer values their own independent judgement. They pride themselves on good judgement and tolerance, as well as being anti-materialistic and intellectual. It is not clear whether or not they would listen to drum and bass. • The Mainstream live in the world of the domestic and everyday. They are the largest group of people, and their core need in life is for security. These people are most likely to listen to pop music. It is extremely unlikely that they listen to drum and bass • The Struggler struggles to make plans tomorrow. They are considered to be losers and have a small role in society. Large consumers of alcohol and drugs. These people are most likely to listen to drum and bass. • The Resigned are normally old people with unchanging values. They are very conservative, with their main aim in life being to survive. Not likely to listen to pop or drum and bass. This tells us that our target audience will mainly be the struggler and explorer due to their possible experimentation with drugs and experiencing different genres of music.
    • Survey We created a simple survey to improve our understanding of the Drum and Bass audience. With the lack of high quality and popular Drum and Bass music videos, we have decided to look at the demographics of other genres of music video to inspire us. One of the questions within the survey asks what other genres of music people listen to. We can use this to find out what other genres are most commonly listened to by people that listen to drum and bass, and then use popular music videos within that genre to influence and inspire us.
    • Survey results Singularly, this question tells us very little about our target audience- because Drum and bass listeners may be more attracted to filling out a survey which concentrates on the genre. However, this question is useful when combined with question 4 (next slide) because we can find out other genres listened to by people that listen, or don’t listen, to Drum and Bass. This tells us that everyone taking the survey was below 21, which agrees with our other research. However, our survey sample was only small, so people of other ages may also listen to the genre. This tells us that both men and women listen to Drum and bass, however the genre is targeted more towards men. This agrees with our other research which found that Males had 65% of the market.
    • Survey results This is the most important question within the survey. It tells us other genres of music people that have taken the survey listen to. Alternative is the most popular genre, with Dance, R&B and Dubstep also being popular. None of the sample listened to Blue or classical, and Rock and Folk also prove not to be popular. It is clear that we must therefor focus on Alternative, Dance and dubstep – as well as Drum and bass- to discover which components of music videos our target audience enjoys seeing most.