Target audience A2 media "demons"

1. Target Audience
BY HANNAH CONSTANTINE

2. Audience profiling
All media products are made to be consumed by an audience.
In order to identify a suitable audience advertisement companies must
profile their products, this makes profiling incredibly important as it
identifies the consumers.
They make money through this consumption, and advertisement.
Profiling can be done through various means, usually advertisers will find
similar products and identify their main audience, this will then become
the primary audience.

3. Effects Model -Thismodelusesa passiveaudience.
Media texts can have an effect or influence on their audience.
Usually this influence is linked with negative things such as violence in
children being the effect of them playing video games. Children are
considered a passive audience and are powerless to overcome the
influence of the media around them.
The effects model should be taken into consideration when profiling an
audience as different audiences are more or less susceptible to influence.
My music video has a social justice message, this wouldn't be suitable for
young children for instance as the message is mainly delivered through
text slides at the end of the video therefore I would aim my video at
young adults and older audiences.

4. Uses & Gratification
Active audiences use different media products as a way to gratify various
needs.
An example of this could be watching a documentary about travel to
satisfy a need of escapism or watching a horror film for the gratification
of being scared
Uses and gratifications should be taken into consideration when profiling
an audience as it gives an idea as to why people would want a certain
product, making advertisement easier.
My music video for “Demons” would be to entertain my audience and
give them a chance to escape through the music, it would gratify their
need to feel good about themselves because there is a social issue at the
heart it would allow them to feel altruistic.

5. Hypodermic Needle Model
The Hypodermic Model believes the messages in media texts are
injected into the audience by the powerful, syringe- like, media. The
audience passive making them powerless to resist the influence of the
media. Therefore, the media works like a drug and the audience is
drugged.
An audience will copy the behaviours of those they see, an example
being the Bobo the doll experiment where children attacked an inflatable
doll, thinking it was acceptable as they had just witnessed a video of a
woman attacking one.
This should be taken into consideration when creating a media text as an
audience is always susceptible to influences.

6. My target audience research
My product is a music video for the song ‘Demons’ by the band Imagine
Dragons. Therefore in order to create the perfect target audience I will
look at their fans and fans of similar artists.
The an Artist I will be Ellie Goulding.

7. Ellie Goulding
Ellie Goulding’s style of music is put into the genres of ‘indie pop’,
‘electropop’, ‘synthpop’ and ‘folktronica’. This means that the majority of
her fans will fall under the target audience of Pop and Indie genres.
Goulding’s given interviews in music magazines such as ‘NME’, ‘Q’ and
‘Clash Music’ as well as appearing on the covers of women’s magazines
such as ‘Company’:
This means that as well as the obvious music audience, Goulding is
considered appealing enough for 'womens lifestyle' magazines to
want as a cover girl for their readers to aspire to.
Based on the music magazine’s target audiences I can tell that she
is appealing to an ‘Indy’ fanbase. Looking at NIS, I can tell that the
key demographic of Q magazine are mostly men aged 15- 44;

8. Ellie Goulding
The demographic for NME is;
Male: 69%
Female: 31%
Average Age: 24
Working Full Time: 52%
Working Part Time: 7%
Still Studying: 29%
Abc1: 65%
Circulation: ~40,948
Readership: ~369,000
From this I can assume that her fan base is mostly in ABC1,
young adults and with a slight majority of male fans.
By looking at the official YouTube video of Ellie's most popular song 'Stary Eyed' you can
find information on her audience. This tells you that the majority of her audience is aged18-
24, while she also has a large fan base in females of 13-17.
We've got slightly contrasting results because the music magazines seem to suggest a
majority of male fans, while the YouTube video suggests they are more females.

9. Ellie Goulding
Ellie Goulding Top Interests Categories
Looking online at http://customer-profile.com/ you can find that the most popular
interests by popularity for ‘the Interests category’ of people who look up Ellie Goulding are
Entertainment and Famous People. Which tells you that the target demographic is more
likely to enjoy these interests.
Entertainment and Media are the two most popular Interests for the Ellie Goulding
Customer Persona demographics. However, if you want to find the specific interests with
the highest Relevance meaning the most rewarding balance between Reach and
popularity, you see a different picture: Entertainment and Famous People are the top picks
under Interests for the Ellie Goulding Customer Persona. The most popular interests by
popularity for the Interests category are Lana Del Rey and Imagine Dragons, which tells us
that our target demographic is more likely to enjoy these interests. This is good as it shows
how these artist will most likely share a similar audience demographic which is good for
me as I am creating a music video for the Imagine Dragons song ‘Demons’.

10. I created a Questionnaire to help me
with creating my target audience.
Question 1-
Are you Male or Female?
I decided to ask the audience for there
gender so that I could ensure I was given
a fair result, as music taste may vary
between the genders. My questionnaire
was filled out by 11 males and 9 females,
this gives an approximately balanced set
of results.
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Gender
Female Male

11. Question 2.
What age category do you fall under?
Getting the audience to give me their age
helps to understand the changes in music
taste, through the changes in age. I broke
the possible answers up into 5 categories
making collating the data more easy. The
graph shows that the majority of people
that I asked were in the 16 to 18 category,
however I managed to get at least one
person from each category.
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Category 1
0<15 16<18 19<21 22<30 31+

12. Question 3.
‘How do you watch music videos?
This question allows me to understand if the people I questioned are likely to know about
music videos and what conventions make-up a good music video. The graph shows that the
majority of people watch music videos 3-5 times a week or Everyday. This helps me in my
research as I now know my results are from people who frequently consume music videos
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How often do you watch music videos?
never everyday 3-5 times a day once a week once a month

13. Question 4.
How do you watch music videos?
This question helps me to understand
how most people are viewing music
videos, this will help to understand how
music videos are viewed through the
target audience. The audience were
able to select more than one option for
this question, the results show that by a
long way, Music Television Channels
such as MTV and Internet sites, such as
YouTube are by far the biggest means of
viewing music videos
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Category 1
Youtube TV music channels
Social Media Artist fansites

14. Question 5.
What genre of music is your favourite/
watch the most?
This question gave 10 options for the
audience to select from, it helps me to
understand what type of music my
audience are listening too and
therefore what they expect from a
music video. The results show that
most people prefer ‘Pop’, ‘Indie’ &
‘RnB’ music to any others, although the
audience did like a wide spread of
genres.
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Category 1
Chart Title
Pop Rock Indie RnB Rap House Other

15. My target audience
From the information gathered through
research of an existing artist and my
questionnaire, I was able to create my
primary target audience…

16. My target audience
My target audience will be females aged between 18-24 with a social
class group of C2DE.
They would most likely live in the north and eastern areas such as East
Anglia, Newcastle, Leeds and Sheffield.
They would be politically left winged, implying they would be liberals.
This would stereotypically mean they would be more likely to go with
the flow, and embrace music such as ‘Demons’.
They would describe themselves as outgoing, a free spirit, and friendly.
This will mirror my artist, making it easier to bond with them.

17. My target audience
My target audience will work in entertainment, be this through
communications, media or advertising. Implying they’re creative.
They would most likely have around £125-£499 to spare at the end of
the month. Meaning that the wouldn’t be able to splurge on massive
music festivals, but smaller concerts. This helps to identify how to
market my artist and what venues to attempt. It also gives an idea so to
merchandising and advertising.

18. My target audience
My target audience will be musically inclined which will come about in
their hobbies, they will enjoy things such as singing and playing an
instrument. They would also be very sociable so being with family and
friends would also be important. This links in to the narrative of my
music video as it’s a look at life and friendship of people of a similar
background.
They would be active, therefore they would have a dog, and enjoy a
variety of sports particularly Race car driving, as that also gives a great
adrenaline rush.

19. Fin.
Any questions?