The document analyzes the target audience for a music video by an artist named Samuel Ford. It discusses using profiles from YouGov to determine the audience is primarily females aged 18-34 who enjoy romance films. To appeal to this audience, the video features a love story between teenage actors and references other popular romance texts. Additional analysis of subcultures, psychographics, age, gender, ethnicity, and social class is provided to understand the target audience and ensure the video caters to their interests.

1. Audience Profile

2. Target Audience
• Our target audience is primarily females, aged 18-34. This is because the
genre of our song has a large fan base of young women and girls, and so
we intend to make our music video appeal to that group.
• An example of how we have started to appeal to our audience is through
the main story of our video: it is a love story, about relationships breaking
up and getting back together. According to the YouGov Profiles website, the
majority of people who like romance films such as The Notebook and
Angus Thongs and Perfect Snogging are females between 18-24, which is
the exact same as our target audience.
• Therefore, we decided that we should cater largely to our target audience
by making a music video about relationships and romance.

3. Habits and Lifestyle (YouGov Profiles)
The YouGov Profiles application allows us to view the lifestyle of our target audience, by searching for similar artists to our
chosen song. The lifestyle category gives information on people’s varied niche and general interests, as well as political
spectrum. This will help us cater to our audience in our video because we can analyse this information and use it to
implement and reference other texts to appeal to potential fans.

4. Subculture/tribe Model
According to a subculture model we used, the most accurate description of our target
audience is a ‘Trendie’.
Trendies are described as:
“Trendies are driven by beautiful things and beautiful people, Trendies love fashion and are
always looking for the next big trend!
They’re the biggest outwardly ‘brand-me’ Tribe – they’re universally aspirational in fashion and
music, both offline and online. The rise of Mainstream Brand Me behaviours and fast fashion
means the Trendies are still going strong and are one of the biggest Tribes on the map in 2015.
Their influence is if anything growing, as more and more Trendies lean towards vlogging and
sharing their super-soft-focus, Instagrammable lives online – inspiring younger teens to live a
perfect life.”
Although this is not a completely accurate model, and is more focused on fashion than
general lifestyle, we can use it to better understand our main audience and therefore
cater to their interests.

5. Psychographic Model
Psychographic models are broad personality descriptions. Our target audience, which is primarily young people, fits
best with the ‘Explorer’ psychographic. Explorers are young people who are interested in experiencing and trying
new things, and largely fit under the current generation of young people.

6. Age
• To appeal to our target audience which is predominantly 16-18 year
olds, we used two teenage actors as the main characters in our film.
• Teenagers can relate to the issues shown in our music video, which
portrays common themes of youth including love, relationships
breaking up and relationships getting back together.
• We chose this target audience because, as shown in the YouGov
Profiles, fans of similar music are generally young people between 16-
24.

7. Gender
• The primary target audience for our music video will be female. This is
because indie-folk music in the style of Ben Howard has a dominantly
female following.
• We have attempted to appeal to the female audience by including a
female main character and a storyline focused on love and
relationships.
• However, the inclusion of a male character also means that our target
audience may have more width to it. Whilst more females are
interested in the particular genre, males will be able to relate to the
character of Samuel and have an interest in the video.

8. Ethnicity
• While our music video is not aimed at a particular ethnicity, the
primary target audience would be white British. This is because the
characters featured in the video are of this ethnicity, as is the artist
Samuel Ford himself.
• Because the cast is white British, people of this ethnicity will relate to
the video more.
• Furthermore, according to the YouGov audience profiles, the primary
target audience for a similar genre to Samuel Ford’s music is white
British women.

9. Social Class
• Although we did not create the video with a certain social group/class in
mind, the primary class/group which would appeal to our video would be
middle class.
• This is because the characters themselves are middle class; we see multiple
shots of the exterior and interior of their houses, which points towards
their class background.
• Also, the genre of music itself is very commonly associated with the middle
class, so naturally the majority of our audience would belong to this quota.
• That said, the majority of the video is set in classless locations, so it is not
just the middle class who will identify with the setting. The story, too, is
about a troubled relationship, which is a relatable subject to all persons.