16-25 year old male and females.
I am planning to do my music video based upon the indie/pop genre ,
my age range will be the typical 16-25 year old, as it is the common
age range for indie/pop viewers . I have chosen to do an indie/pop
music video because the answers of my questionnaire said that many
teenagers/young adults would choose to listen to indie/pop rather
then , gospel or rock, simply because it tends to mostly be about
them and their interests.
Throughout my research I found a website called NME.com, which is a
magazine. Although, we’re producing a music video it is interesting
to note that the most popular audience for indie pop music is an
"intensely engaged audience of 16-24 year olds". It also showed that
66% of the people that listened to this music were male, and 34% of
them were female - showing that the mean age of the audience will
Due to my findings we’re planning to aim our indie/pop music video
at both male and females due to our artists being a duo (male and
C1 – Teenagers/ young adults audience
I would put Radio 1xtra into categories C1 – D. This is because this
show is part of the BBC so I would imagine there would be plenty of
listeners and the show would be fairly popular because of its status.
Although content includes World News, this show wouldn’t
necessarily appeal to middle or the upper classes. As well as World
News, it also cover celebrity gossip which will be appealing to
teenagers and young adults 15-30 and seen as our target audience is
16-25, they would fit perfectly into our potential audience
The younger generation, who would listen to Oh Wonder, would be
within part-time occupation and a student in education or at
university as Oh Wonder is portraying emotions which are deeply felt,
and honestly sung, to a group of people who are likely to feel similar
That is not a formula anyone else has pursued effectively, within the
teen group. Oh Wonder aim for their music to be felt by teenager
generation who are going through the same emotions during this age
whilst being at school or some form of education.
Our target audience would be someone who is sociable and vibrant, relish
in dancing and expressing themselves through the use of music.
A huge passion for music and art. Enjoy listening to current artists such as
Jess Glynne, Ella Eyre, Taylor Swift and Halsey because they’re all
expressive, individual and relatable .
Other hobbies include horse riding, swimming, eating out and going to the
gym as they feel as if they can express themselves freely as a result of
these calming hobbies which many find therapeutic.
In addition to branding and marketing, Oh Wonder has
strong positioning (within the market). Considering
how they were able to successfully pull off a complete
image re-brand. They have the artistic freedom to
redefine themselves in a way that is culturally
relevant. That's any artist's goal: to be who you are and
set cultural trends, not react to them.
No matter what you're pursuing, you can gain insight
into reaching your goals by looking at one of the music
industry's most successful performers. Oh Wonder have
worked their way to the top by commanding their public
image, having a direct say in their marketing, creating a
strong thesis for focused communication and
connecting with their audience on an emotional level.
Favourite film – Mean Girls/ Taken
Favourite TV series – Gossip Girl/ Breaking Bad
Favourite artist other than Oh Wonder – Ed Sheeran/ Jess Glynne
Favourite type of music – Pop
From my findings I can now see that my target audience enjoy
watching popular films, TV programme and listening to current
artists. Therefore, from this I can tell that my target audience is ‘up
to date’ and are always listening to current day music. Therefore,
they will like my indie/pop music video as it is relevant and current
as I am going to use a mixture of quick/fast shots to keep the
I think that the main use and gratifications that my music video will offer to my audience is that it will
be a source of entertainment for them to watch and enjoy. Furthermore, as I plan to make a narrative
indie/pop video for this song unlike my chosen artist did, this can display to the audience a narrative
element and storyline, further being entertainment. Also it can allow different interpretations of the
song to be shown rather than the just the artist's.
Personal companionship - We can form a relationship within the media and also use the media to form a
relationship with others. By using personal companionship within our media video we will be appealing
more to our target audience by making our music relevant to their childhood as they may have watched
Cinderella/ The Fault In Our Stars where we have gained key shot inspiration from. Therefore, they are
more likely to have an idea of where our inspiration has come from.
Personal identity - This model explains how being a subject of the media allows us to reform the
identity and positioning of ourselves within society. The use of media for forming personal identity can
be seen in music videos. Pop stars can often become role models inspiring children everywhere. We will
try and incorporate this by the clothes our artist wears as hopefully they’ll be relatable to our target
audience, therefore they are more likely to form a personal bond with our artist as they’ll be both
similar in age and style.
I think that my music video will offer some solutions for my audience's
problems. As I plan to use bright colours throughout my music video, this
will be a source of entertainment for my target audience. Similarity, as I plan
to display the song's main theme of freedom, it may take people back to
their childhood and growing up watching films and feeling innocent and
The Utopian theory was created by Richard Dyer, is a theory expressing the
idea of an ideal world or place. Some music videos tend appeal this theory
throughout their work, by the use of happy facial expressions and bright
lighting, as it can connote positivity as well as well cause the audience to
feel happy. I plan to apply Dyer's Utopian theory to my own music video by
constantly having my main actors to have happy facial expressions in order
to further emphasis positivity to my target audience.