The document discusses targeting a young, black male audience aged 16-25 for a new rap music video. Research was conducted on common target audiences for different rap genres. A focus group of 8 people with diverse backgrounds provided input that supported targeting black males aged 16-25. The music video and lyrics will aim to relate to the experiences and culture of this target audience.

1. S
Target Audience
By Steve and Nayf

2. Research into target audience
S Due to the fact that were both massive fans of the rap genre we
have a lot of detailed knowledge regarding the subject and the
general target audience.
S However we did conduct some research to find out what our
specific target audience would be and how we would target it.
S We found out that different types of rap have different target
audiences, trappy rap with the likes of BBK and 67 is more
targeted at young black males where as rappers such as Nicki
Minaj and Lil Kim target young black females and then you have
the likes of Eminem whose target audience is a lot broader and
targets a whole range of people from the ages of 18-30.

3. Our target audience
S We decided to go for a similar target audience to the likes of
BBK and 67 with our target audience being young black males
from ages 16-25. our wider target audience would be young
males in general but we feel that our music video will appeal to
the black male audience the most.
S We will target this audience by appealing to their culture and by
trying to relate to them and their upbringing. We will use a lot of
direct mode of address in our video to create personal
relationships with the audience and set our video in more
derelict areas, to be cohesive with our lyrics and to also relate
to our audience on another level.

4. What the audience will expect
S The audience will expect the artists videos and lyrics to hold
the key conventions of the genre while relating it to the
audience. It is seen in many Hip-Hop and Rap songs that the
lyrics relate to its target audience of a lower class who are
attracted by the urban culture and this is where Hip-Hop/ Rap
originated from, however it appeals to many other people too
as these urban areas which Hip-Hop and Rap are aimed at are
generally very multi-cultural. This is because the artist can
relate to its audience as they rap about the same kind of
situations that these people have been through or are going
through and therefore it appeals to them making them the
‘target audience’.

5. Why we chose our target
audience
S We mainly chose our target audience by taking into consideration all of the
target audience research into the different rap genres and decided what
would suit us and our artist the most.
S We used our group chat of 8 members as our focus group and asked
them what audience they thought we should target. Although not all of the
members of the group chat fit that certain demographic which is good
because it gives us a variety of different opinion from different people from
different cultures and backgrounds. We gave them the options of: black
females aged 16-25, black males aged 16-25, or a more generic target
audience of just young adults aged 16-25. After much deliberation and
taking into consideration the style of our artist and what we said we
wanted from the video the majority voted in favour of black males aged
16-25 so that is the target audience we have chosen.

6. Our focus group
S We got our focus group from our friendship group who
are all fans of rap music, however we wanted the
diversity so our results weren’t bias, so we made sure
that all of our members of our focus group are from
different backgrounds and with a variety of ages. Two of
them are 18 one of them is black, two are 38 one is from
a Chinese background, two are 15, and two are 65 plus.