client research

1. Client research
Target Audience:
In the given brief its states that the primary audience for this project should be within the
ages of 16-25, so when creating my product, I will keep this in mind. Considering the fact
that my audience is older teenagers to younger adults I will use bright colours as it is more
appealing to that specific audience group. I may use this to my advantage with the topic of
music that I have chose for my project as it involves a lot of bright colours throughout any
performance, music video or concert. By using bright colours, I am grabbing the audiences
attention more easily as they will be drawn to the bright colours rather than dull/ cold
colours. This project should be used to bring cultural awareness to the North East/
Sunderland/ Newcastle. As stated in the brief this should be shown by creating a series of
print media, a short fictional film or a documentary lasting around 15 minutes. By being part
of the given target audience age category, I believe that this gives me a greater advantage
as I will know what will and won’t appeal to my audience and how to grab my audience’s
attention
To ensure that I can gather accurate and important information about my target audience I
will create a google forms survey to gain further insight on who my target audience is, how
old they are, their interests. Etc. This survey will be completed by a small focus group of
people who are within the given target audience category. As well as the survey mainly
focusing on my target audience, it will also be about the idea for my project, this allows me
to gain opinions on my project and to see what needs changing before I start the production
of the project. By doing this it will allow me to create the best product for my target
audience and the given client.
Client research:
The client for the given project is Sunderland culture, this foundation that was founded in
2016 and was created by Sunderland City Council in partnership with Sunderland University.
In 2018 Sunderland Culture became an Arts Council England National Portfolio Organisation,
by gaining this partnership this provided the organisation with opportunities for students
and graduates across the range of different venues and activities. The organisations aim is
to improve the quality of like throughout the city and to improve the culture which is
something that the northeast needs improvement on. The organisation has accumulated
over seven hundred thousand people across their six different locations in Sunderland.
Sunderland Culture also allows people to have the opportunity to volunteer to help improve
their community and get involved with their community. When people get involved with the
volunteer it allows them to make major changes t their city and improves the city for all
members of the city. The organisation clearly wants to show the protentional that
Sunderland has and want to restore it back to its former glory. Their main aimis to show
with enough care and work that the city can return to the place that everyone knew and

2. loved across the nation. By allowing volunteers to help with the project it helps the
community have a say in how they want Sunderland to be.
In 2020 the organisation made a large partnership with another organisation called the
Northeast Cultural sector which is an organisation that helps working towards stopping
racismwhich has become a rising issue throughout the decades and needs to be addressed.
The organisations aim is to make everyone feel at home and safe when in the city and feel
like they aren’t welcome within the city. Although the city has improved there is still a lot of
prejudice that that exists throughout the city which needs to change to allow people to feel
more comfortable when visiting or living in the city.
On the Sunderland Culture website, they are always advertising about their diversity and
equality policy that has become a very important sector within the organisation. Sunderland
culture are actively searching for diverse artists that come from disadvantaged or struggling
backgrounds to allow them to have an opportunity to show their creative talent and make
their community a better place. By showing the artists that they can both enjoy their work
and help their community it allows them to feel better about their work as it will play a
major part in changing the city for the better.
On March 2018 the organisation launched a scheme called the ‘Twenty-Four Seven
Programme’ which will allow to raise the inspiration and outlook that the younger
generation have on Sunderland and improve on the overall wellbeing of the community. By
creating this programme, it will cost around sixty million pounds and the project will run for
around five- six years. The aim of this project is to create and ‘excitement, drive and
imagination’ for the Sunderland community and use this to create their next plan.
Sunderland cultures new plan is the ‘5-step changes to the city’ this will allow them to use
the culture and arts of the city to create a better reputation for Sunderland’s reputation,
profile and allow the city to look and feel more vibrant for the whole community and for
everyone that visits it. Over the years, Sunderland has seen itself gaining a very negative
reputation from football to the community, it has become a rather negative place to live to
due people’s opinions on the area. With Sunderland Culture they are looking to fully change
Sunderland’s reputation and to create a happier and more vibrant place to live for
everyone.
One of Sunderland Cultures project which is named ‘ The rebel Women Of Sunderland’
which is a project that shines a light on the rebel women from Sunderland through special
commissioned artwork and stories. The initial project was originally commissioned by
Sunderland Culture for an Herritage Open Day in 2019 which was in partnership with Open
Heritage and Sunderland Heritage themselves. Over 100 nominations were crowd sourced
through social media for ‘Rebel Women’ across different social media platforms. This
project was funded by Arts Council England and National Lottery Heritage as part of the
Sunderland Cultures Great Place Programme.
Across social media Sunderland culture have a wide range of content and presence across
many social media platforms such as Instagram, Twitter, Facebook. Etc . By using these

3. platforms this allows the organisation to spread news about different events and tell people
about their organisation and what they do to help the community.
https://www.instagram.com/sunderlandculture/?hl=en-gb
https://sunderlandculture.org.uk/rebelwomen/
https://sunderlandculture.org.uk/