Target audience

1. Target audience
The target audience includes people that find a music video entertaining or interesting
to watch. This could depend on the music genre or the techniques used on the
representation of the music video. In order to have a vast target audience, the music
video should include different factors that are appealing to a larger group of viewers.
As music video producers, I will have to find out who is more likely to be interested
in the music video that I will create. This could be done by looking at the
demographic perspective which categorises people into groups according to their
social class, profession, gender, and ethnicity.
Social status Description of social status Profession
A Upper class Well paid professionals eg.
Lawyers, scientists
B Middle class Fairly well paid
professionals eg. Middle
management
C1 Lower middle class ‘White collar’ professions
eg. Junior management,
nurses
C2 Working class (skilled) ‘Blue collar’ professions
eg. Electricians, plumbers
(skilled manual workforce)
D Working class Semi unskilled workers eg.
Drivers
E No working class Unemployed, students or
pensioners
Another technique used to categories the audience is Psychographic segmentation. In
this case people are put into groups that emphasise on their personality and lifestyle.
When it comes to my music video, the audience will make part of the E and D
social status category. This means that half of it will include teenagers that are still
in education with or without a part time job. Also, people who are semi-skilled with
a previous working experience are included in my target audience.
Overall, by looking at the demographic table, I can conclude that my audience is
going to be categories as people who do not have a high income due to their age and
social status according to their occupation.

2. The Succeeder The audience has self-confidence which
likes to set goals. This means that they
only enjoyed music videos with a great
quality which were created at a higher
standard.
The Resigned The audience is mainly predominating an
older age. The factors implemented in the
music video should emphasise on the
patriotic views, awareness or economy.
The Reformer The audience is judging music videos
depending on their own opinion; they are
not being influenced by the other’s view.
This due to their higher education, so they
tend to focus on products which are
giving a non-restriction vibe. As they are
anti-materialistic, they like to see
simplicity rather than an extravagant
music video.
The Mainstream The audience is the society’s largest
group. They are passive which means that
they all react in the same way. They are
manipulated to receive the message
portrayed by the music videos. The
Hypodermic Syringe is also factor which
contributes to define this audience. In
other words, the audience personalities
and cultures are ignored. This theory
suggests that the audience will take nay
media product that is revealed to them.
The Struggler The audience is seen as the bad group in
the society. This is because they are
identified as being drug and alcohol
addicts. They enjoy living the moment,
rather than making plans for the future.
Music videos which will have an
emotional impact on them while watching
it are the ones that this audience will find
more appealing.
The Aspirer The audience is materialistic as they care
more about what other people think. In
order for a music video to correspond
with their views, it should corporate
props which focus on the image,
appearance which makes it more
attractive to the eye. Quality is not a main
factor.
The Explorer The audience is focused on a music video
which gives a discovery feeling, having
new concepts which make it different
from the others.

3. However, this was only a part of my target audience research. In order to get a better
understanding of how my music video can appeal to a vast audience, I will have to
carry out a primary market research.
Primary research involves questionnaires, surveys or interviews of individuals or
groups, where first hand data is collected by answering specific questions which are
related with the research theme. In my case, I will have to make sure that I fully know
what my production is about so I can create a set of suitable questions.
Since I already know that my audience is described as being ‘explores’ I randomly
picked 6 different people with the age between 15-30 years old.
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1.5
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Yes
No
After creating a table of the 7 categories, I can say that my audience can be identified as
being explorers. This means that through the music video I have to include factors
which will implement concepts of discovery. It will go hand in hand with my concept as
in order to shoot for the music video, I had to travel to two different countries, Spain
and France. This is an advantage as I already can benefit the music video with shots
which can give the audience a sense of discovery, which makes them feel like they took
part of my journey as well.
Do you like watching music videos?
As my main task is to create a music video,
I wanted to start my primary research by
seeing if my potential audience enjoys
watching music videos. However, this
question is biased as I did not specify the
music genres which create a variety in the
answers. 2/6 people do not like watching
music videos. This could be because of the
extravagant editing used nowadays, which
distracts the audience from the song as
they only pay attention to the motion
images. Another reason can be the way the
song’s message is being portrayed as it can
vary from the audience’s point of view.
This can trigger controversy.

4. 0
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1.5
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Pop
Rock
Rap
Indie
RnR
Dance
Which music genres do you
listening to?
3/6 people said Pop music. 2/6
people said Rap. 1 person said
Rock. As an overall, the majority
like to listen to Pop music which
is the genre that I want to use for
my music video. On the other
hand, I understand that my music
video will not be able to satisfy
every single person who fits under
the explorer category. Because
there is nothing I can do about the
music genre, I will have to focus
more on the techniques used to
create the music video, hoping to
engage the audience that does not
enjoy listening to Pop music.
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Youtube
Music Channels
Music apps
Radio
Other platforms
Where do you normally listen to
music?
By having this question as part of the primary
research, it made me understand better on
which platforms my target audience is more
likely to listen to music. 3/6 said that they use
Youtube, 2/6 said Music apps and 1/6 said
music channels. This shows that Youtube is the
way where the majority of people are most
likely to use in order to listen to music. For my
music video this is an advantage as that is the
platform where my audience will be able to
access it. Radio or Other platforms where not
picked as an option meaning that people are less
likely to use the old methods to receive the
media products.

5. 0
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1.5
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2.5
3 A discovery
element
Energic which
gives a good vibe
that makes you
dance
Artist is present
Do you like music videos which
have/ are ?
The majority of the audience will
like music videos which have an
element of discovery. This is
beneficial for my project as the
whole idea is to portray my journey
in the three different countries
where I travelled to.
Only one person said that he will
prefer having the artist present in
the music video. Since I am not
using an original song, it is
impossible for me to implement that
factor. This will put me in a
disadvantage, but on the other hand
I am going to focus on the parts that
I can provide my music video with.
After doing this research, I could say that I am more confident when it comes to targeting my audience. I have a clear
understanding on what type of shots to add in the music video. Such as ‘point of view shots’ and ‘wide shots’. These
could be used to establish the new locations and make it clear to the audience that the whole idea is to make them see
my experience from my perspective.
The audience which I am targeting ‘the explores’ goes hand in hand with the independent label that I chose for the
producing and distributing my music video. This is because the audience is more likely to use social
platforms such as YouTube or Facebook to find and listen to new media products.

6. 0
0.5
1
1.5
2
2.5
3 A discovery
element
Energic which
gives a good vibe
that makes you
dance
Artist is present
Do you like music videos which
have/ are ?
The majority of the audience will
like music videos which have an
element of discovery. This is
beneficial for my project as the
whole idea is to portray my journey
in the three different countries
where I travelled to.
Only one person said that he will
prefer having the artist present in
the music video. Since I am not
using an original song, it is
impossible for me to implement that
factor. This will put me in a
disadvantage, but on the other hand
I am going to focus on the parts that
I can provide my music video with.
After doing this research, I could say that I am more confident when it comes to targeting my audience. I have a clear
understanding on what type of shots to add in the music video. Such as ‘point of view shots’ and ‘wide shots’. These
could be used to establish the new locations and make it clear to the audience that the whole idea is to make them see
my experience from my perspective.
The audience which I am targeting ‘the explores’ goes hand in hand with the independent label that I chose for the
producing and distributing my music video. This is because the audience is more likely to use social
platforms such as YouTube or Facebook to find and listen to new media products.