2. PROFILE
This is Dave, he is a first year university student
who is studying sociology and is 18 years old. He goes clubbing almost every weekend and
stays up to date with all the upcoming EDM concerts of his favourite artists like David Guetta
and Deadmau5 . His friend circle that go to the concerts with him and share a similar taste
in music are mostly male. He works at a local Primark during the week and has a disposable
income of around £20. He can maintain his lavish lifestyle through saving and hard work,
however many of his friends are supported by rather wealthy parents who provide them
with large allowances.
He has a very carefree and almost hedonistic attitude. He also thoroughly enjoys social
networking and expressing his love for EDM and its artists through Twitter, Facebook or
Instagram. His buying habits mostly consist of concert tickets, albums and music production
software as he enjoys producing his own music as a hobby.
He is a stereotypical example of our music video genre's target audience.
3. MASLOW’S HIERARCHY
In Maslow’s Hierarchy of needs, Dave could be categorised as
belonging on level 1. His life consists of balancing between university,
his job and social life at clubs and concerts. This makes his biological
needs like: air, food, drink, shelter, warmth and sleep very important to
maintain this lifestyle. Level 5 could also be an integral part of his life
because of his regular routine of having new experiences with friends
and his want to reach his potential by trying his hand at producing
music.
