The document provides information about the target audience for a promotional music video. It analyzes the socio-economic, psychographic, and demographic characteristics of the target group. The key points are: - The target audience is 18-25 year olds, most of whom will have limited incomes as students or working part-time. - They align most closely with the "Aspires" psychographic profile, being highly focused on image, appearance, and fashion. - The music video and artist will be styled to appeal to this group's interest in the latest trends. - The majority of the target audience will be female, attracted to the male artist's appearance. Some males may also be

1. Target audience.
Socio-economies:
Based on the fact that my target audience range between 18-25 which generally provides
information that they are in further education including sixth form or college or either in first time
employment such as a part time retail job, they will most probably not have a high income. Due
to this information I will ensure that all promotions of my product including the music video and
the Digi pack will be a suitable price allowing my audience to easily purchase without having to
worry about any financially instability.
Psychographics:
Mainstreams Security World of the domestic. These
conformist individuals are passive,
sentimental andthe largest group
within society. Alsousuallyfavour the
value for moneybrands.
Aspires Status Highlymaterialistic andacquisitive.
Mainlyfocus onImage, appearance
and fashionandtherefore links to the
idea that theyare more enticed bythe
attractionof the package rather than
the quality. Aspires are usuallyyoung
individuals.
Suceeders Control These individuals have defined set goal
that is accompaniedbya strong
effective work ethic. A keyfeature of
suceeders personalitiesis havinga
great deal of confidence. The ways in
which theychoose to take anyinterest
in products are basedon the
prestigious quality. Suchproducts
must implement a feeling of caring
and protectiveness to helpreduce
stress due to thembeing in
occupations of highstatus such as top
management.
Resigned Survival Resignedindividuals are ridged, strict,
In terms of the social gradescalemy audience are
displayed to be an ‘E’. This is linked to the fact that they
have the lowest rate of income and are in education
therefore depending on the state or possibly theparents
or carers.However there may be a small majority of the
working classin which fall under the social gradeof ‘D’
as these individuals havetheir firsttime in employment
of semi-skilled or unskilled manual labour.An example
of this is an individual who is in their final year of college
and has a part time job gainingminimal income.

2. and authoritarian and generallyhold
significant patriotic views. Theyfocus
on the past. Their brand choice
emphasises safety, familiarityand
economy. Those whofall within this
categoryare those whoare old in age.
Explores Discovery Explorers have a lot of energyin order
to experience manythings as they
embrace challenges. Brand ofchoice
focuses ondifference, sensationand
instant effect. Most likelyto be the
first to trybrands
Strugglers Escape Strugglers are highlydisorganisedand
alienated. However are heavy
consumers of alcohol, drugs and
lotteries as thisgives relief and hope
to their unfortunate positionwithin
society. Brandchoice is basedon
impact and sensation.
Reformers Enlightenment Major support is givento the ideology
of personal growth. Reformers are
sociallyaware ontopics such as the
emphasis of freedom ofrestriction.
These independent individuals are
anti-materialistic and incontrast to
this favour the idea ofsimplicity. The
decisions of brandchoice are decided
through quality. Reformers tendto be
those whoare higher educated.
The table in which I have created displaysthe7 categories relatingto the generally personality,attitudes and
interests of society which not only helped me to define a largevariety of audiences but to also identify and
understand my target audiencefurther. Analysingthe profiles closely itwas clear thatmy target audiencefell
into the aspires profile.Findingoutthis information was extremely beneficial as I could nowensure every
aspectof my media products would be catered and moulded to the attitudes and interests of this particular
profile.Here I analysed deeper into the psychographic of my audience of aspires.Based upon the fact this
particulargroup of individuals areattracted to the way in which things appeared to be seen rather than the
quality I then linked this to the factthat the female majority of my target audiencewill beintrigued by the
handsome and athletic features of the Artist of the music video. Also to increasethe standards of meeting my
audience’s expectations, I will ensurethat the mode of addressingconsumers will bereflected in showcasing
the latesttrends and current styles that are used within the music video boostinga common interest between
this young audience and the media product (Promotional music video). Also linkingback to the idea of age,
aspires main goal of pursuitis seekingstatus and atthis young age (18-25) individuals arestill searchingto find
themselves alongwith understandingthemselves and duringthis process status plays a major roleas
individualsmay feel the need to dress in all the latestname brand clothing,be the smartestin their social
group, being the oldest among peers, always up to date with music charts and so on.
Aspires Status Highly materialistic and acquisitive. Mainly
focus on Image, appearanceand fashion
and thereforelinks to the idea that they are
more enticed by the attraction ofthe
package rather thanthequality. Aspires are
usually young individuals.
My target audiences are young people who sharethe
same values includingthe importanceof image merging
very closely with fashion and their overall appearance
as they arealways up to date with the latest trends.

3. Demographics: are the characteristics of a human population, commonly used which include
gender, race, age and income. Demographics also helps producers mould every aspect of a
project or product to the needs of their audiences.
 Gender:
Based upon the fact that the artist for my production is a male this is most likely to attract vast amount
of female audiences. This can be linked to evidence from the gaze theory however in the opposite
effect in that the female audience will be viewing males as a sexual object as the artist Curley
featuring in my media product will be seen as highly attractive and generally having a great deal of
sex appeal based upon his masculine physique and youthful handsome appearance.
Also my target audiencefind glory in consumer products,
mostly clothingor items that enhance a physically attractive
appearancethat acts as a doctrineby propaganda within the
mass media. E.g. -Inspiration of havingnumerous
materialistic items roots from music videos and the
constructed star image enhancingthe unique identification
of their favouriteartists and therefore wanting to flourish
themselves in materialisticitems in this exactway.
Consumer goods of lavish prices such as laptops , iPad and
smartphones are usually in possession of aspires and
therefore gives my target numerous platforms to watch the
music video as well as helpingto promote it by sharingwith
peers and family on social networkingsites that dominate
the reason for their excessivetime spent on such electrical
devices. Most common sites aretwitter, Instagramand
Facebook.
Due to this association with consumer goods such as
clothingI intend to ensure my artistis styled to the most up
to date current trends heightening the authenticity of the
connection between my artistand the target audience
Aspiring to be someone theyidealise within the media is
seenas their wayof gainingstatus, generallygenerated by
the result of the recordcompanies implementing specific
promotional techniques andthe gaze theorywhich allows
audiences to glorify their favourite artists. E.g. - Many
young females idealising the female dominance of artists
such as Beyoncé who has an established career with
immense success and evidence ofthis is basedon her long
lasting career andtherefore urging younger females to
reflect such goals like this for themselves .
The focal idea of emphasison appearance and image will be
cateredto as their will be a female love interest who will be
styledprovocatively with a curvaceous figure and stunning
facial features that will attract the male audiences and of
course link to Laura Maulvey theory of women being viewed
upon as sexualised objects at the expense of men. The rapid
socialchange andthe occurrence of globalisations hasassisted
in the easyavailabilityand access to porn therefore creating a
generationof mainlyyoung boys whohave a constant desire to
see females in this sexual and promiscuous way.
How I will I fit the
profile of aspires to my
work?
Curleyhas numerous features that female audienceswill be enticedbyincluding
strong jawlinesalong withhis facial hair. Both features are seento have elements of
dominance andmost significantlyof entering manhood. Girlswhoare in their late
teens andupwards vastly findsuch things attractive onthe basis that girls tendto be
attractedto older males andbased on the connotations of menhaving beards as a
sort of strong superhero or heroic figure withthe abilityto take onanything that my
threaten his authorityandthistype of meta narrative is perceived bythe masses of
female audiences who inthis case subject themselves to traditional gender roles of
being passive andtimid and therefore desire the protection and love of an
authoritative figure. Alsothe sharplydefined jawline adds to thispowerful image
resulting inheightened sex appeal.

4. Also the promotional video may appeal to female audiences as he is singing about his
relationship with a female lover and females may want to gain knowledge as well as an in depth
insight about a male’s perspective of relationships to help better their own. As stated the main
targeted gender is females however males who genuinely acquire the need to succeed but are
somehow impeded may also be attracted to my promotional video. This reflects in the idea that
they may be incited by the fact that they want to aspire to be just as successful as the artist
Curley in terms of financial stability and on a larger scale fame and attention received from
females. This aspiration inspires males to strive to reach these goals despite the moral panics
that consistently feature in the news about this particular social group (young males) causing
majority of disruption and crimes within society. According to sociologist such as Merton in terms
of achieving a factor that contributes is the emphasis on goals by the culture as well as what
institutional structure of opportunity will allow them to achieve. However linking back to the moral
panics it is clear that they are harshly labelled and alienated by the media and the rest of society
however I will ensure that Curley is projected as a successful, affluent and strong individual that
young males can look up to in order to alter the derogatory labels and not becoming a victim of
developing into a delinquent self-fulfilling prophecy.
Age:
The age range of my target will cover 18-25 year olds. This particular age range is youthful this is
based on the fact that there has been a shift towards postmodernity that has enabled R&B to be
highly dominated my vast amount of young people simply allowing their consumers to be able to
connect to their musical material as they can relate to the lyrics as they include content about
major topics that individuals within this age bracket experience and also glorify at this stage in
their lives including falling in love and the issues following this ranging from party life , aiming to
be successful and gloating in materialistic goods. Due to this instant relationship between the
artist and the consumers an emotive connection is enabled as consumers feel as if there are
numerous similarities to their interests and beliefs and this corresponds closely with the uses and
gratification theory of integration and social interaction due to the fact this age bracket will gain a
sense of belonging to the artists music and fan base allowing them to express this through social
interaction on social network sites such as Twitter and Facebook which of course because of the
development of Web 2.0 this young age group have easy access to the internet to do
so. Constantly stirred up by the media is the conflict of the youth disturbing the ideology of the
ruling class and the R&B genre discuss the rebellious elements of testing boundaries which at
this age the youth are replicating this exact behaviour and it becomes to be seen as the
hegemony of the youth and becomes justified and supported by artist in powerful places in
society implementing these ideas into the audiences sphere of influence.
Audience Profile:

5. Needle Theory Definition: The audience passively and unconsciously accepts the message injected
into them by the mass media around them allowing them to absorb anything they see.
-Weakness of the theory in contemporary society?
Within a fragmented postmodern society which is assisted by the rapid social change the diversity of
opinions has taken precedence allowing these injected images by the mass media to lose social
significance.
The components which have contributed to this are the:
*Growth and new found popularity of TV and Radio
*Globalisation
*Internet availability and accessibility
*Impact of motion pictures
However in relations to this particular theory it helps to infuse my audience with ideas that this
particular love and hate relationship situation described within the song is a particular stage youths
Name:Dami Fasulu
Age:18 years old
Education/Occupation:College, alongwith a part time job
Interests:Socializingwith friends, attending partyevents and
shopping.
Musical Preferences:R&B, Afro beats andGrime
Social Media Activities: Twitter, 5 hours a day
Favourite Artist/Band:Chris Brown·
I have chosen Dami as she fits perfectlywiththe target
demographic as she is a youngfemale fallingintothe 17-25
age bracket, but alsoenjoys R&B music in whichis the genre
of mymedia product. Not onlythis but she likesto shop and
keep upwithtrends allowingher to become more intrigued
bythe fashiontrends of mymusic video whichcouldpossibly
inspire her creativity. Dami also is highlyactive onthe social
networking sitessuch as twitter which helps her to be able
to directlysee music videos from her favourite artists twitter
pages but alsoshare themwith her peers.

6. regularly go through with their first crushes/boyfriend/girlfriends and is normal and an occurrence in
which everyone goes through as the song justifies this situation of a relationship as not working by
stating ‘that’s just the motion’. However this message has a positive effect by helping my audience to
listen to something with emotive assurance and advice. It imposes the judgement that youths at this
age need to be in relationship and experience such situations before their time. Also based upon the
fact that my artist is draped in a lot of designer clothing this may transfer messages to my audience
that in order to reach master status and popularity they must accumulate to the purchasing a majority
of materialistic objects mainly clothing.
Maslow theory
Abraham Maslow in 1943 constructed a hierarchy of needs based on human needs that
essentially motivated their behaviour. These five distinct definitions included: *Self-
Actualization *Esteem *Love/Belonging *Safety *Physiological
1. Physiological:
Maslow argues that without these fundamental elements needed for humans to maintain life would seize
to exist. This includes air, water, food and sleep. Unless individuals cater to these basic needs of their
existence then it becomes complex to achieve and accomplish higher needs of the hierarchy such as
esteem and self-accusation
. How this may apply to my target audience?
It is clear that by my target audience not gaining these essential needs they will lack physical ability and
motivation to watchmy music video. Also they may be distracted by the negative effects too much to
even have space for leisure time to take an interest in latest music and videos.
2. Safety:
Security and safety are also important after the psychological elements. These particular safety features
are essential because it helps to ensure that emotional and physical threats or possible dangers are
barricaded to the individual. However there are numerous ways In order to reduce such threats (either
emotional or physical):
*Financial stability
* Security within an occupation whether full time or part time
*Medical Insurance
* Situated within a community where individuals know and feel that they are safe

7. Maslow states that any sense of issues or danger will decrease the ability needed to make upwards
mobility as attention is focused elsewhere , which could generally effect the number of individuals
watching my music video.
How this applies to my audience?
Firstly the potential possibility of individuals being in a stressed state of mind could lead to them wanting
to close off from the world including away from the TV and internet and commonly resort to complete
isolation and is therefore vital that my target audience for example who may suffer any physical or
emotional stress of exams find a solution in which better the situation or in some cases find a way to get
rid of it. I believe that due to the soothing mode of address of the soundtrack of the music video it can
give my target audiences time to relax clear their mind and come to a conclusion of how to sort out their
threats and insecurities of such problems. Such issues may include trying to balance their education with
a part time job effectively. Also due based on the income of youths at this ageit is evident they arenot
independently financially stable and possibly rely on parent or guardians and therefore any of my media
products being sold will be placed at a reasonable price to not cause the threat of financial instability.
3. Social Needs:
Within this particular level of the hierarchy it simply discusses the basic idea of interaction with
individuals and others around them including love and how we give and receive it. It also explores
belonging to a group and friendships.
How this applies to my target Audience?
Developing upon the fact that social media is becoming extremely popular my target audience are
statically the most common agegroup occupying such sites and therefore they can interact with other
fans of my video along with my artist and gain a connection to others who share the same interest and on
a much larger scale become part of a growing fan base. Example: Lady gaga has a huge twitter fan base of
44.6 Million and her mass followers areknown as ‘Monsters’. This particular group feel integratedand
helps audiences to feel a sense of belonging and helps reinforce their collective identity.
4. Esteem Needs:
The idea that one is of importance only emerges when their social needs have been fulfilled in terms of
being loved and belonging. There are 2 main types of esteem and the first of which is internal and then
external. Internalesteem focuses on the relation between achievement and self-respect. External esteem
looks at social status and recognition.
Esteem
Needs?
Achievement
Attention
Reputation
Self-Respect
Recognition

8. How this applies to my target Audience?
Reputation of being up to date and current can easily be achieved by my audience ensuring they are one
of the first individuals to watch the music video and be the ones to spread the word about it as they were
the one that notified everyone and therefore people may continue to look to that person for future
reference on the most popular current songs.
Dyers Solution:
The utopian theory links closely to the uses and gratifications theory as he explores that media
significantly caters to pleasure the audience. Dyer also draws upon the idea of escapism from
the manic and dull reality of everyday life through various media platforms therefore fulfilling
insufficient wants and needs. Implemented within the heart of dyers theory is the ideology of the
inadequate issues and the answer to such solutions:
Inadequate : Poverty Confusion Exhaustion Isolation
Solution: Abundance Clarity Energy Community
.
Uses and gratifications: Within 1940 the Blumer and Katz theory of uses and gratifications was
established. This idea has channelled how audiences explore different media sources to find out
what best fulfils them. Due to Blumer and Katz there are 4 basic needs in which explain how
people endorse such platforms of media to satisfy their needs and these include diversion,
personal relationships, personality identity and surveillance. Further analysis of this theory
Confusion:The concept of the music
video and audio may providea solution
to confusion. In terms of my music
video which consists of ideas aboutlove
and relationshipsthatarenot
sufficiently workingout and therefore
leads the individualsto question why.
The lyrics alongwith the concept help
to provideguidanceand particular
answers needed to overcome such
emotional distress.
Exhaustion:Based upon the factmy audience range
within a youthful age bracket it is possiblethatthey
may be faced with numerous exams and the
educational pressures stemmingfrom structural and
cultural factors linkingto Robert K Merton (1938)
strain theory and therefore resultingin vigorous hours
of studyingcausinglack of sleep.The solution for this
tedious state conjures ideas thatthe music video as
well as the song provides a strongemotive energy
force to possibly providemotivation as well as a
refreshingnew mind set.

9. highlights the importance of focusing on the consumer and also how people function alongside
the media which can also be referred to as an ‘active audience’.
1. Information:
Numerous Medias can act as:
 A platform for advice and opinions on any issue or topic they seek assistance in
 Expand their general interests
 Finding out relevant information
 Learning as well as self-education helping to reinforce and strengthen knowledge
Information as part of the uses and gratification theory will be appropriate to my audience as
those who are suffering emotional stress in terms of an unsuccessful relationship as will be
provided with relevant information and general advice on how to deal with such circumstances.
2. Personal Identity:
In terms of personal identity it is a subjective element that can reinforce and assist :
 Personal values
 Variations of behaviour
 A link or relationship that is connected with a valued individual which in the media
 Seeking insight into one’s self
This element of the uses and gratification theory will mainly focus in the area of a
link or in more personal terms an identification with a valued other In this case the
valued other is the strikingly attractive love interest Jennifer who is styled to the
perfections of fashions latest trends .However these garments are available
within high street retailer stores that females within this target demographic can
afford which include river island, H&M and new look. Therefore my audience can
replicate such styles to look like someone they think highly of and value for
inspiration.
3.Integration and social interaction:
This generally includes the way in which individuals within society
communicate and the effects it gives to these individuals. The
significance of social interaction can lead to:
 Sense of feeling part of a group/community
 Conversations between individuals – usually on social networking sites
 Social empathy
This particular aspect of the theory occurs throughout many other theories as it
creates a common function for society as well as media products and platforms. As
my promotional video will be placed on YouTube audiences can then comment below
and get a chance to express their views or thoughts. However my aim is to allow fans
or individuals who take a liking to my product to converse about it here. This acts a
driving force for my youthful target audience to place the videos on various social
media platforms (prominently twitter) where other individuals will then connect over

10. the video being a common interest allowing audience to not only interact but feel a
part of a small community.
4. Entertainment :
Ways in which to express the notion of entertainment can be seen in these forms:
 Sex arousal – mainly through pornography
 Emotional release
 Relief from stress or tension
 Interest in something particular
I most importantly want my audiences to watch my music video to enjoy it as a
form of entertainment. However as earlier stated this particular age group go
through stressful periods such as examinations and therefore take time to relax
and free the levels of tension.