2. A music video should be entertaining and
interesting as well as appealing to the target
audience of the music genre.
A digipack should transmit genre and brand and
appeal to the target audience of the genre.
An advert should reproduce the branding of the CD
and video.
They should combine to communicate genre, brand
and the interests of the record company.
3. One of the most important aspects of
marketing and producing is figuring out who
your target audience is.
Who would be interested in your artist and
genre?
4. A demographic is a set of objective characteristics
that describe a group of people. In your case, people
who will be willing to purchase your product.
Those characteristics include things like age,
gender, class, ethnicity, sexuality, location and
sometimes education and lifestyle. The most
important characteristic is age.
Age segmentation is known as a Generational
Cohort and tends to group people together in
groups of 15 years.
5. Psychographic Segmentation divides the
market into groups based on social
class, lifestyle and personality characteristics.
One example of a life style classification
model, is that developed by the advertising
agency, Young & Rubican:
6. The Explorer: Driven by a need for discovery and/or challenge.
The Aspirer: materialistic/ care more about what others think about
The Succeeder: self confidence/ strong goal orientation/
organised
The Reformer: Values their own independent judgement/ anti
materialistic
The Mainstream: Largest group/ core need is security/ live in a
daily routine.
The Struggler: Seek escape/live for today few plans for tomorrow
The Resigned: Aim to survive/ predominantly older people.
What questions would you ask that could help you to
define someone psychographically?
7. In order to find this information you will need
to conduct both primary and secondary
research.
Primary: Questionnaires, Surveys, Interviews,
Vox pops etc
Secondary: Internet, Magazines, books etc
8. Before you discover your target audience you will need some
information about your production. Answer the following
questions first.
What genre does your chosen song belong to?
What conventions of that genre are you going to use/challenge?
Which record company would release your video indie / major / self
published?
What representations are you going to include e.g. (independent
woman image, stereotypical image of London, countertypical
male character etc)
How will you represent your artist’s brand?
What type of video are you going to produce? (e.g. Narrative)
What channels would your video appear on? (e.g. MTV, MTV Two,
AKA, 4Music etc)
9. With the information you have collected
about your production you can then begin to
create questionnaires for the general public
to establish your target audience.
10. Example Questions for primary research
What channels do you usually watch music
videos?
What is your favourite music genre?
What would you expect to see in a (genre)
music video?
What are your hobbies?
11. Secondary Research examples
Use the internet to find out what size and kind of
venues are used by your artist (big fan base,
small fan base).
Use Amazon to look at buying patterns.
YouTube: check out info about what type of
people like and dislike music videos within your
genre.
12. Once you have collected both secondary and
primary research you will need to analyse
your research and answer the main questions.
1.Who would be your main target audience?
2. How is your video going to appeal to your
target audience?
You would do this through illustrating all your
findings on a Slideshare.
13. Within your PPT please include all
information from step one, step two and step
three.
For your primary research you can take
pictures of the methods you have used e.g.
Survey and add to your research PPT.
14. Pitch your products.
What will your video, digipack and advert
feature? Font, photos, colours.
All choices must be made by referring to your R
& P and T A R.
Blog this pitch. Use sketches to illustrate your
ideas. Go Multimedia. Video a presentation
to an audience?
15. Drafts:
Your video draft MUST be an animatic.
Digipack and advert can be built through
montage or sketch.
16. Collect feedback from TA on drafts:
How do the products reflect genre and
branding?
Do they present a coherent and cohesive
campaign?
