3. PrimaryTarget Audience
The primary target audience of my artist would be females aged 14-24, as these are the ages where people begin to explore love
(which is the topic of the song) or experience their first heartbreak. Her music would therefore be very relatable to this specific age
range, as she might have explored or been involved in similar relationships or relationship issues as her audience are dealing with in
their own lives.Therefore there would be identification and a level of association with the artist (Users & Gratification theory)
Why This Age Range?
I have chosen this age range because any audiences of a younger age wouldn't be able to relate to the topic of the song as they
have no personal experiences with the subject, hence they can't relate.Then also typically not an older audience, as they would
possibly be married already or have children, meaning they wouldn't have these issues of love anymore, which restricts the level of
relatability .
I have chosen females, as the main target gender, as the singer and songwriter is female, which once again allows females to make
her their role model and relate best to her, as we typically relate or idolise people of the same sex.
Ethnicity
I have not aimed to target a specific ethnicity, as my genre doesn't target multiethnic audience, however the artist is white, so it is
possible that a more Western white audience would automatically be created.
4. Tween Secondary Audience
The genre of Hayley Kiyoko's songThis Side of Paradise is a hybrid between Indie Pop and Electro Pop.This genre is
very popular, which would ensure that it would be in the popular charts.The music in charts are typically listened to
and purchased by a younger audience of tweens (average age 8-12), however this would only be the secondary
audience.
This young demographic is suitable for this song's lyrics, and music video as there are no sexual elements, and there's
no over sexualisation of the artist or the couple in the video. Nonetheless there is still some level of male gaze, as
there is still a normative western representation of beauty.
For tweens there would therefore be an aspirational value (Users & GratificationTheory), as they will aspire to be like
the artist.
Male Secondary Audience -
Then another secondary audience would consist of male partners of the primary target audience, for example male
friends, and boyfriends.They wouldn't initially decide to listen to this genre on their own, but if their female friends
or girlfriends listen to it, they would automatically become more involved with the genre.
5. Elora –The Artist
Outfit 1 –
This outfit is a flowy maroon dress with a mock neck, and black patterned tights. Paired with a
silver statement necklace and black boots.This outfit will be for an outside location, therefore it will
be paired with a dark autumnal makeup look, but with natural lips.Then for her hair, this will be
loose and natural.
The outfit represents something that her audience could easily recreate, purchase and also wear
on a daily basis as it is not too exaggerated or flamboyant for casual wear.Therefore the social
group that I aimed to attract were just regular teenaged girls, who look up to Elora as a style
icon.
However,
This outfit could also slightly attract a more tomboy audience, although she is wearing a dress,
the accessories of the big boots, patterned tights, dark makeup and big rough necklace makes it
slightly more edgy and tomboy.Therefore in this specific outfit she also represents a slightly
more edgy side of herself and would intrigue a more edgy and less girly social group.
Through her mise en scene she is mainly portrayed as a conservative, down to Earth but
enthusiastic character. I portrayed Elora in two different outfits in the music video, which
were contrasting outfits, but did share the link of not being revealing, sexualised, or
particularly out there.
The fashion that my artist is represented in would also attract a specific audience, as the
audience would typically wear similar clothing items as she would be their role model. Her
clothing is quite conservative but stylish, which would be mature enough for an older
audience, and appropriate for a younger audience as the outfits aren't revealing, however
her different outfits accumulate different audiences.
6. Outfit 2 –
Then the second outfit consists of a grey cropped sweater with a beaded peter pan
collar and black jeans. Her hair is in a half up half down do, with a little pony tail on
her head and the rest of the hair loose and natural. Her makeup will be slightly
shimmery and girly with a pinky red lip.
This outfit sparks and exploits Elora’s feminine side slightly more, as her pink
inspired eye makeup and pinky lip signifies a much more feminine vibe than the
previous outfit.This would therefore attract and interest a girlier audience
immediately. This social group that this outfit represents would be more feminine,
but are also likely to be younger.They would be younger as typically younger girls
wear lighter clothing and lighter makeup (if any), therefore the younger audience
would be more represented through this outfit than the previous one.
Her cropped jumper is a soft grey colour, with a beaded neckline, which is also very
feminine, however it is not a fitted jumper and although it is a crop top, no stomach
is showing.This therefore eliminates any sexual male gaze (Laura Mulvey’sTheory),
and therefore she does not attract a lot of male social groups as she is not sexually
presented. Therefore the male demographic from the secondary audience could
either be in a relationship and not interested in a sexually attractive artist, or they
could be homosexual and not interested in a sexually portrayed female artist either.
7. The Female from the Couple
SexualOrientation
The sexual orientation that my video represents is heteronormative, as the couple that will be in my video is a
heterosexual (male and female), which would typically attract people of the same sexual orientation. A
heterosexual audience is therefore represented in this video, unlike in Hayley Kiyoko’s Cliff’s Edge, which would
possibly attract a more homosexual or bisexual audience as it represents an intimate lesbian couple. Although
the video is heteronormative, it would not specifically deflect a homosexual audience.
Outfits
This female is presented in numerous different outfits for the vignettes. However all the outfits are also non
sexualised and not revealing as they consist of blouses and sweaters and coats.The audience would also see her
as a style inspiration, and want to dress alike and the social group that would recreate and like these outfits
would be aged 14-24 as they are age appropriate and fun enough for the younger demographic and mature and
serious enough for the older end of my target audience.
8. The Male from the Couple
This character does not necessarily represent a specific social group, however he
would attract a specific social group.The male is portrayed as handsome, fun,
loving and faithful in the music video, which would attract single females. A
demographic of single heterosexual females is aimed at with the appearance of
this male, as they would be attracted to him.
This opens up the idea of a female gaze, as this male would be viewed in
consideration to his physical attractiveness for the pleasure of a female, or
homosexual audience.
The Couple in General
The couple seems to be roughly the same age as the artist which means they are
between the ages of 18 and 20.This would make them represent a mature
relationship, to which the older end of my target audience would relate to or
desire to have in their relationship.
However the younger social groups of my target audience would develop crushes
on the male and aspire for their relationships in the future to be with a male like
the one in the video.
10. The Artist – Elora
The artist is portrayed in a consistent outfit in the digipak, which is a
white long sleeved blouse with crochet detailing on the upper half of
the chest and down the sides of the arms. Her hair is all loose in some
pictures, but in a high pony tail in some as well to create diversity.
Then her makeup consists of a light red lip with a natural eye look.
The front cover of my digipak is a very artistic image of a side
portrait of the artist, with her hair in a sleek high pony tail.This
image represents a slightly more uptight and mature audience,
however when looking at the real of the digipak, there is a much
more loose, enthusiastic and immature image of Elora whipping her
hair with a big smile on her face. This represents the audience at the
younger end of the spectrum as they have less worries and are
more free than the older audience.
12. News Page
The News Page is of high importance when discussing what social groups are aimed at on Elora’s website, as the
Instagram andTwitter feeds really bring out Elora’s own personality and her input to the branding of herself as an
artist.The pictures are very personal and quirky as they show pictures she has personaly taken and moments of her
day with her own chosen captions.
Groups who would be interested in following my artist on social media pages would typically be female, and most
likely between the ages of 14-20, as those age groups are the most active on social media pages.They are the most
active as they do not have a lot of responsibilities yet, compared to parents, university students or people who have
a full time job.
13. Merchandise &TourTickets
One of the major roles for music artist websites is
to promote the artist, and promote their tours
and merchandise.Therefore I have included tour
dates and ticket sales and merchandise sales as
well.
The main social groups that would purchase
these items are fans that are frequent concert
goers, this would most likely consist of females
aged 15-20, who are financially stable from their
own jobs or still being financed by their parents.
Then for the merchandise, merchandise is
typically purchased by younger groups, around
12-15 years old, who are still financed by their
parents.
