The average fan of James Bay is typically a 18-24 year old woman with left-leaning political views who has less than £125 in monthly spare income. These fans prefer the acoustic and lyrical aspects of soul music rather than heavily produced pop songs, and they appreciate artists who have a distinctive look and incorporate live performance into their music videos rather than special effects. To appeal to this target audience, a music video should have an emotional narrative with an ambiguous ending, feature the artist's distinct style, and include multiple shots of the performance.

1. I D E N T I F Y Y O U R T A R G E T A U D I E N C E
Assignment 45

2. Basic Demographics of James Bay fans
 According to YouGov Profiles, the average fan of
James Bay tends to be a Woman, between 18-24
years old, and who leans towards the Communism
side of Politics, however, this preference is only quite
a minor one.
 The average fan also has, on average, less than £125
monthly spare income, which means a lot of fans are
considered ‘Working Class’. However, YouGov states
that fans, despite not having masses of money, tend
not to mind spending spare income on Music-related
things, such as Gig tickets, and new albums.

3. Fans of Soul Music
 Fans tend to prefer the acoustic side of music, rather
than layered music with lots going on.
 They also look towards the message that the lyrics
portray as a big factor, compared with the
stereotypical ‘Pop’ fan who prefer the musical sound,
and catchiness, of the song.
 Finally, fans of Soul Music tend to like the distinctive
look of the artist, so gravitate towards performance
within their video. This contrasts with some fans of
other genres, who prefer famous faces, and high-end
effects.

4. Conventions we should conform to
 We should look to make our Music Video an emotional
one, with an ambiguous ending, leaving viewers
questioning certain elements of the narrative.
 We should also make our character have a distinct look
about them, which is important in this genre.
 Finally, we should incorporate a fair amount of
performance within our video. This is because it is easy
to get carried away with the narrative, and completely
neglect the performance element. The fans of this genre
demand performance, which makes it critical we include
a decent number of performance shots.