This document provides research on target audiences for different music genres including drum and bass, pop, and high contrast/London grammar artists. It summarizes the demographics of drum and bass listeners as predominantly male aged 13-21 from lower socioeconomic classes. Pop music audiences are described as mostly female aged 0-21 from higher classes. Psychographic profiles indicate drum and bass listeners are more likely to be "explorers" or "strugglers". A survey of drum and bass listeners found alternative, dance, R&B and dubstep were other popular genres. This suggests focusing on music videos from these genres to understand what target audience enjoys.

1. Target Audience
Research

2. High Contrast Research
Lincoln Barrett, commonly known as ‘High Contrast’, is a Welsh Drum
and Bass artist and producer. He is signed for Hospital records, as well
as his own record company: The contrast. He played a key role in the
2012 London Olympics opening festival, where he selected and
produced music. He is also involved in the liquid funk genre.
Although he has produced a number of albums and singles, we are
interested in the remixes he creates of popular chart music e.g. ‘Ready
For The Weekend’ by Calvin Harris.
Lincoln Barrett AKA High Contrast
Above: Hospital Records
Left: High Contrast album covers

3. London Grammar Research
London Grammar are an English Trip Hop trio originating in London.
The band consists of Hannah Reid, Dot Major and Dan Rothman. They
are signed to Metal & Dust Recordings and since their formation in
2012 they have gone on to release the album ‘If You Wait’ which
peaked at number 2 in the UK charts. Although only being released on
the 9th September 2013, the alum has been certified gold. They are
also signed to Warner/Cappell music.
Band Members Hannah Reid, Dot Major
and Dan Rothman
‘If You Wait’ features hit singles such as ‘Strong’, ‘Wasting my young
years’ and ‘Hey now’. The band also featured on Disclosure’s number
one album ‘Settle’, with the track ‘Help Me Lose My Mind’.
Above: Warner/Chappell music
Left: London Grammar album covers

4. Drum and Bass research
Drum and Bass
Drum and Bass is most commonly associated with drugs, which is why
it has proved to be most popular at raves (large parties or festivals
featuring disk jockeys). Although not everyone that listens to drum
and bass takes drugs, nearly everyone that goes to raves does.
According to the ‘Drug misuse national statistics survey of 2012-2013’
1.9% of adults had reported using ecstasy in the last year. The majority
of those were between the age of 16-24, with 16.3% of people within
that age group claiming they had taken drugs recently. We therefor
believe that our target audience will largely be made up of 16-24 hear
olds.
A Rave
Drum and Bass, also known as DnB, is a form of electronic dance music. It originated from the UK's breakbeat and hardcore
scene in the late 90s, it was seen as a revolutionary step for the music industry since it contained elements of a variety of
other genres throughout the first decade of its existence such as; Dancehall, electro, funk, hip-hop, house, jazz, pop and
techno. It's popularity has faded in recent years, since the emergence of Dubstep and the rising popularity of R&B.
However, it has not been forgotten and although targeted at a niche audience has once again begun to grow. YouTube and
raves are largely responsible for it re-emergence, as well as improving technologies which make it easier for people to create
their own remixes at home.

5. Demographics
Drum and Bass
CLASS
A B
3% 6%
E
30%
GENDER
AGE
C1
13%
C2
18%
0-12
40 plus
31-40 5% 4%
10%
22-30
31%
Female
35%
13-21
50%
Male
65%
D
30%
These demographics show that our target audience will be predominantly male, between the age of 13-21 and within
classes C1-E. This confirms our initial predictions about who our music video will be aimed at. This coincides with the
information we gained from ‘Drug misuse national statistics survey of 2012-2013’, which stated 16-24 year olds were
the most likely to take drugs. Although drugs are a huge part of drum and bass, it is clear that not everyone that listens
to the genre takes drugs.

6. Pop Research
Pop
Justin Bieber
Pop, which is short for popular, is genre of music which is commercially
recorded and desires to have a mass audience appeal. It began in the
1950’s, deriving from Rock and Roll. David Hatch and Stephen Millward
define pop music as "a body of music which is distinguishable from
popular, jazz, and folk music“. The genre has evolved with each
decade, ensuring that it remains popular- by adapting to the ever changing
music industry. It is largely aimed at a youth market and has the following
characteristics
• Aimed at general audience, instead of a particular ideology or sub
culture
• Emphasis on Recording and production, instead of live performance.
• Encourages dancing
• Tendency to reflect existing trends
Pop music dominates the music industry and charts. This is mainly due to the rise of piracy, which means a huge amount of
people are no longer paying for music. This has a knock on effect on the charts, because only music which is paid for gets
recorded. The charts, therefor, largely reflect a younger audience consisting largely of teenage girls and children. Popular
mainstream music is therefor unrepresentative, which is the reason that One Direction and Justin Bieber constantly top the
charts, despite only being popular with a fraction of music listeners.

7. Demographics
Pop
CLASS
E
D
4%
6%
C2
15%
GENDER
AGE
A
22%
40 plus
31-40
1%
22-30 2%
13%
0-12
29%
Female
56%
C1
24%
B
29%
Male
44%
13-21
55%
These demographics show that pop music is aimed at both males and females, with females having a larger share.
Almost 80% of the audience is between the age of 0-21. This is similar to Drum and Bass, which is also targeted at a
predominately youth market. Classes A, B and C are most likely to listen to pop. This difference in class between the
audience of pop and Drum and bass is the clear difference between the genres. This tells us that we need to avoid
targeting a pop audience.

8. Psychographics
There are seven kinds of people in the world: the explorer, the aspirer, the succeeder, the reformer, the mainstream, the
struggler and the resigned.
• The explorer are driven by discovery, challenges and new frontiers. Often the first to try new ideas and experiences out.
This need for experimentation means they are more likely to try drugs, so they may therefor enjoy listening to drum and
bass.
• The aspirer are driven by other peoples perceptions of them. Their core need in life is for status. They are therefor more
likely to listen to pop music in order to fit in.
• The succeeder are organised, self confident and have goals in life. They respond to authority and their core need in life is
for control. They are not likely to listen to drum and bass due to the negative stereotypes surrounding it.
• The Reformer values their own independent judgement. They pride themselves on good judgement and tolerance, as well
as being anti-materialistic and intellectual. It is not clear whether or not they would listen to drum and bass.
• The Mainstream live in the world of the domestic and everyday. They are the largest group of people, and their core need
in life is for security. These people are most likely to listen to pop music. It is extremely unlikely that they listen to drum and
bass
• The Struggler struggles to make plans tomorrow. They are considered to be losers and have a small role in society. Large
consumers of alcohol and drugs. These people are most likely to listen to drum and bass.
• The Resigned are normally old people with unchanging values. They are very conservative, with their main aim in life being
to survive. Not likely to listen to pop or drum and bass.
This tells us that our target audience will mainly be the struggler and explorer due to their possible experimentation with
drugs and experiencing different genres of music.

9. Survey
We created a simple survey to improve our understanding of the Drum and Bass audience. With the lack of high quality and
popular Drum and Bass music videos, we have decided to look at the demographics of other genres of music video to inspire
us. One of the questions within the survey asks what other genres of music people listen to. We can use this to find out what
other genres are most commonly listened to by people that listen to drum and bass, and then use popular music videos
within that genre to influence and inspire us.

10. Survey results
Singularly, this question tells us very little
about our target audience- because Drum
and bass listeners may be more attracted
to filling out a survey which concentrates
on the genre. However, this question is
useful when combined with question 4
(next slide) because we can find out other
genres listened to by people that
listen, or don’t listen, to Drum and Bass.
This tells us that everyone taking the
survey was below 21, which agrees with
our other research. However, our survey
sample was only small, so people of other
ages may also listen to the genre.
This tells us that both men and women
listen to Drum and bass, however the
genre is targeted more towards men. This
agrees with our other research which
found that Males had 65% of the market.

11. Survey results
This is the most important question within the survey. It tells us other genres
of music people that have taken the survey listen to. Alternative is the most
popular genre, with Dance, R&B and Dubstep also being popular. None of
the sample listened to Blue or classical, and Rock and Folk also prove not to
be popular.
It is clear that we must therefor focus on Alternative, Dance and dubstep –
as well as Drum and bass- to discover which components of music videos our
target audience enjoys seeing most.