Target audience for an Anderson .Paak music video

1. TARGET AUDIENCE
Arthur Blackwood

2. Why Look atTargetAudience?
■ When making a media product, strong consideration of who you are making the
product for is required.
■ You need to know your audience to cater for their interests, what will appeal to them,
etc. in your video.
■ When looking at music videos you can find a target audience for both the genre and
the artist as it may be the case that the artist has a specific style (physically or
musically) that attracts a certain demographic
■ As I feel Anderson .Paak has strong roots in both R&B and Hip-Hop, I will look at each
of these genres before looking at him.

3. R&B
■ Male contemporary R&B artists tend to have mainly female fans and will have this in
mind when making a music video. For example: 60% of Drake’s fans are female.
– I do feel that .Paak is not a contemporary R&B… he certainly isn’t a ‘middle-of-the-
road’ artist, even within this genre.
■ R&B has its roots inAfricanAmerican culture. It derived from jazz, blues etc. which
were all brought to America by black artists.
– The primary audience may reflect this background, showing that those who listen to
R&B may both be black and American. However, white teenagers did start tuning
their ears to this genre in the 50s.This is obviously a long time ago and since,
stereotypes have been broken down which may also indicate that the possibility
strong white audience cannot be discredited.

4. Hip-Hop
■ Hip-Hop generally appeals a young male demographic due lyrics and conventions
around drinking, getting women, drugs, etc..
– The audience of Hip Hop has the youngest demographic of any other genre.
■ Hip-Hop (especiallyAmerican Hip-Hop) has a regional appeal.There is strong
competition between East andWest Coasts and between cities. Cities with a strong
hip-hop culture include NewYork, Chicago, Los Angeles, Detroit, etc.
– Each City,Coast, etc. has a distinct sound that will attract different people.With
this, artists may include shots of their area and symbols of their city (eg: Atlanta is
affiliated with Lemon PepperWings which may be included in lyrics and videos).

5. Anderson .Paak
■ Anderson has a predominantly male fan base.When he performed at Glastonbury in
2017 it was evident that the majority of the audience were male – especially when he
called to the ladies in the crowd to ‘make some noise’ and then the ‘fellers’, it was clear
that there was much more noise on the second calling.
■ Hip-Hop legend, Kendrick Lamar has spoken out and said that he’s a “huge fan of
Anderson .Paak”.This may show a group of .Paak followers being African-American
Hip-Hop fans.
■ Anderson has supported Bruno Mars and Kendrick Lamar on tour in the past which
may also suggest that he has similar fans (or at least fans with similar demographics)
as these two artists.
– Bruno Mars has a mainly white female fan base of varying ages
– Kendrick Lamar has a mainly black male audience of around 15-25
■ Somewhere between these two sits .Paak’s audience.This shows that his fan base
really is diverse and doesn’t really stick to any specific demographics or
psychographics.

6. My MusicVideo
■ The primary audience for my music video will be males aged 15-25 as I know this audience well. I feel
it is the primary audience of Anderson .Paak and the hip-hop genre, and the secondary audience of
the R&B genre.
– This is a compromise as, technically Anderson is a R&B artist however, I’d rather hit the primary
audience of 2 categories (artist and sub-genre) rather that one (main genre).
■ The secondary audience shall be women of the same age. Here I am hitting the criteria of a more
traditional R&B and considering a lesser, though just as important, area of Anderson’s fan base.
■ Both male and female audiences would enjoy instrumental music, going to concerts and will be more
‘outdoors people’ than ‘stay at home and play games’ people. I feel the song would be enjoyed by
urban subcultures and may fade into a ‘hipster’ group.
■ I do feel thatAnderson’s music isn’t specific to any psychographic however I do feel that this song
does have a feel of leaving the house (the ordinary) and going out and doing something – be it going
out to a bar or just going to the beach.
– Though the artists music is non-specific to a psychographic, the song has a industrial, action paced
quality to it that will reflect a group of people that aren’t comfortable to sit around and do nothing.

7. References
■ https://www.emaze.com/@AZTRQROT/target-audience-research---profile-and-
demographics
■ http://www.complex.com/music/2016/03/anderson-paak-sxsw-mtv-woodies-
interview-on-kendrick-lamar
■ https://en.wikipedia.org/wiki/Rhythm_and_blues
■ https://www.youtube.com/watch?v=5QZ9QOVlZ2w&t=673s&safe=true