This document profiles the target audience for a music video. It describes the demographics as being located in London, aged 15-22, from working/middle class backgrounds and students or recent graduates. It notes they enjoy hip hop, R&B, and urban music and like to shop at sports brands. Their interests include socializing, drinking, films with social themes, and they care about their appearance. The document also provides insights on their aspirations, interests like art and music, positive views of music videos, and thoughts on how youth are often misrepresented in videos.

1. By Rhiana Matthews-Nelson and Ilana Day 
AUDIENCE PROFILE

2. DEMOGRAPHICS
Location: London
Class: Working/Middle
Age: 15-22
Sex: Both genders
Education/Income: Sixth Form student/University

3. PSYCHOGRAPHICS
Musical genre: Hip-Hop, Urban, R’n’B
Favourite artists: Beyonce, 50 Sent, Azalea Banks, Nicki Minaj, Plan B, Jamie T
Outfit choices: branded but comfortable clothing e.g.. Tracksuits, hoodies, trainers
Likely to shop at: Adidas, Nike, JD sports, vintage stores
Hobbies and interests: intake of alcohol and drugs occasionally, enjoys British films including
youths and expressing social realism for example, Ill Manors, Harry Brown, Kidulthood etc.
cares about their appearance

4. I want to become a
sports brand
designer or a
professional DJ.
I'm 19.
I enjoy
skateboarding
and socialising
with my friends.
I'm currently a student
studying photography,
art and English.
On the weekends I enjoy
going to social events
where I smoke and drink
with my friends.
I care a lot about
my appearance. I
spend a lot of
time on my make-
up and hair.
I like to create t-shirt
designs and
photograph things I
find interesting.
I like to shop at
vintage shops.
I enjoy a range of
music such as M.I.A
and FKA twigs.
I'm not sure
about
university
I enjoy watching films with good
cinematography

5. I am 21 years old.
I work in a skate shop in
Camden.
I enjoy hanging with my
friends after work and on
the weekend.
My favourite music genre
is underground rap and
old school hip-hop. I like
to keep up to date with
my favourite music artists.
I usually purchase clothes from
Topman and Levi’s. I like to
style my own clothes.
I have been playing the
drums since I was 13 and it
is my favourite interest.
I take pride in my
appearance because
it’s the first people
notice about me.
Me and my friends often
pay to see upcoming
rap artists in the area.
If I am unable to model, I
would like to open a store
which sells skateboards.
I model part time when I‘m
low on money.

6. ASPIRATIONS FOR THE FUTURE
• The people we interviewed wanted to go to university and do stuff with their
lives. So most of our target audience are pretty ambitious. We can
incorporate this into our video by adding shots of money showing that the
artist is earning money to elevate aspirations of the audience.

7. INTERESTS
• We asked some of our target audience about their interests and we received
mostly creative responses. Showing that our target audience is creative, we
will incorporate this into our video by showing shots of street art and culture
which should interest our target audience.

8. OPINIONS OF MUSIC VIDEOS
• We asked some of our target audiences opinions of music videos and they were all
positive. Showing that they are our target so hopefully they will enjoy ours.
• What makes a good music video
• We asked some of our target audience what they thought made a good music video. They
replied with good storylines and interesting shots. Our music video is going to be
predominantly performative, so maybe we will add some story into it. We also hope to
incorporate interesting shots into our video.

9. REPRESENTATIONS
• We asked some of our target audience how they thought youth were represented in music
videos as we have a young lead. They said that representations were mostly negative as
they portray teenagers as partying all the time. Someone else said that youth are
misrepresented as most popular artists are in their mid twenties. We hope to portray a
realistic image of youth in our video.