The artist we are looking at is Diplo, and the song ‘ Sweet Nothing’
produced by Calvin Harris. Diplo’s original name is “ Thomas Wesley
Pentz. He is 34 years of age and was born in Tupelo, Mississippi, United
States. The genre of music Diplo is associated with is; Moombahton,
Hip Hop, Trap, Dancehall, Reggae Fusion and Electro House.
Diplo is very much involved in being a DJ, a producer and a songwriter.
From these talents that Diplo has he is able to produce is own music
and also help produce music for others. Diplo has also associated with;
Nicola Roberts, Azealia Banks, Major lazer, Skrillex, DJ Fresh and
Beyonce to name just a few. Diplo is also part of a group called Major
Lazer, Which he has been apart of since 2008. Diplo is signed on to the
Label “MAD DECENT”. This record label is known for signing
groups/people who associate with
Gender: The gender spilt is
58/42% in favour of the men.
This shows that the music
that Diplo produces is aimed
at men and women and from
this he gets to maximise his
target audience when he
produces his music. Because
the split between male and
female is so close it means
that the music he is producing
attracts both and from this will
increase in fans and sales.
Age: The age is at its peak
between the ages 18-35. This is
because this is the general age
in which tend to go out clubbing,
and go to festivals, where Diplo’s
music is mostly played so they
would have more opportunities
to listen to it more then the older
age groups would. this then
attracts the people between
these age by keeping his music
fresh and young, this will then
increase his fan base. The music
is very electronic which is one of
the main dance genres, this is
one of the reasons 18-35 is the
most popular age group.
Ethnicity: From these 2 stats ( left )
we can see that the general ethnicity
of which listen to Diplo’s music is
white, With the US, UK, Canada and
Australia being the top 4 countries
that listen to his music. We can also
determine this from where his fans
are based in ‘places’. The Top 4 are;
London, New York, Los Angeles and
Toronto. The majority of people that
live here are white so, this is the
evidence that the majority of his fans
have a white ethnic background.
Class: The class that Diplo is aimed at
is ranged from C1-E ( Lower Middle
class - students ) The common fan
base for Diplo is young and mostly
the age of students which is why i
have chosen C1-E. But a small
minority of young B/A class
successors will listen to this music.
For example; A young footballer (1825) will use his type of music to pump
himself up and get ready for a game.
The Explorer; Driven by discovery, young in nature, try out new ideas. Difference is what
they seek out.
The Aspirer; They are driven by others, perceive as being superficial, Their need in life is
for a status
The Succeeder; posses self confidence, organised, seek reward and prestige, Their
need in life is control
The Reformer; Own independent judgement, Their core need in life is for
The Mainstream; daily routine is fundamental, Mainstream of society, big established
The Struggler; live for today, aimless, heavy consumers of alcohol and junk food, They
The Resigned; Older people, Enjoy tradition, driven by safety. Their aim is basic: to
Diplo’s music is a cross between The Mainstream and The Explorer. Mainstream
because his music is in the charts regularly with remixes he has done, he is also
mainstream because he lives a normal life with a family and isn’t going out of his way to
be different with his personality and style, although he does like to mix things up
sometimes with his music. And The explorer because of the music he produces himself
which is different and new and it doesn’t make the charts. he is also an explore
because he try’s out new ideas, for example loads of his song are in very unique genres
of music, so he is seeking out to explore new things.
How will I attract the
The audience we are trying to target are male and female
between the ages of 15-34. From our research in the previous
slides we have shown that from related artists in which song we
are making the video to is the same age group in which we are
also trying to attract. To promote and advertise our video, ads will
be shown on youtube with related songs, for example, in the
same genre of music or when they type in a related artist the
song sill come up in the suggesting box. Also a good FREE way
to advertise and promote nowadays in twitter and facebook.
These are the most popular apps today so by promoting on
these social medias we will be able to send a promotional
tweet/post to the people of the ages between 15-34. This will
then get recognition and will attract, likes/follows on facebook
and twitter. On these 2 pages updates will be made daily to show
the progression of how we, the group, are doing.
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