The document discusses how to define a target audience for a music video. It will divide the public based on psychographic profiling including social class, lifestyle and personality. It will then place the audience on the socio-economic scale based on social status and economic position. Finally, it will divide the audience using Maslow's Hierarchy of Needs to identify groups based on aspirations and needs, focusing on social class and the workplace.

1. By Nathan Joyner

2.  In order to define the target audience for our music
video we will divide the public based on their
psychographic profiling in areas such as social class,
lifestyle and personality.
 Once we have divided the audience in these ways we
will then see where they fit in to the socio-economic
scale taking in to account their social status and
economic position.
 Finally, we will once more divide the audience in to
the different areas of Maslow’s Hierarchy of Needs.
This identifies the public in to different groups within
society regarding their aspirations and needs,
particularly focusing on social class within the
workplace.

3.  The audience is vital to the production of a
media text and without an audience to
purchase merchandise, companies would not
be able to produce or sell their products.
 Audiences are also very important to
companies as their size and reaction is a way
in which they can measure the success of
their product.
 Finally, audiences are imperative to music
companies as they provide their main source
of income.

4.  Mass media refers to all media technologies that
are intended to reach a large audience through
media broadcasting.
 This method of broadcasting is normally used to
enable up to 20 million people to watch or listen
at one time. The opposite of this is
narrowcasting where media is targeted at
smaller, niche audiences.
 There are often particular websites and channels
that are aimed at these small and specific
markets.
 These may be defined by age, gender, interests
or ethnicity.

5.  These organisations record data such as size of
audience and the characteristics of particular
audiences. This enables companies to determine
their main audience and target them
accordingly.
 National Readership Survey
 Audit Bureau of Circulations
 RAJAR (Radio Joint Audience Research)
 Most organisations use the same categories for
classifying audience.
 These are usually based on the NRS social grade
scale used in advertising and market research.

6. Chief income earner's
Grade Social class
occupation
Higher managerial,
A upper middle class administrative or
professional
Intermediate
managerial,
B middle class
administrative or
professional
Supervisory or
clerical and junior
C1 lower middle class managerial,
administrative or
professional
Skilled manual
C2 skilled working class
workers
Semi and unskilled
D working class
manual workers
Casual or lowest
grade workers,
Those at the lowest pensioners and
E
levels of subsistence others who depend
on the welfare state
for their income

7. LIFESTYLE,HABITS,
OPINIONS, VALUES
AND BELIEFS.

8.  Survivors – Those that want security and
like routine.
 Social Climbers – Those who have strong
materialistic drive and like status
symbols.
 Care givers – Those who believe in caring
and sharing.
 Explorers - For whom personal growth and
influencing social change are important.

9.  One of the main ways in which we will target our audience
is through the use of demographics.
 These include;
Sex
Age
Social Grade
Working Status
Occupation and Industry
Marital Status
Presence of Children
Household Tenure
Income
Education

10.  The audience we are targeting is mainly fans of indie/rock music
that is similar to Jamie T’s style. For example, fans of Arctic
Monkeys, The Strokes, The Libertines and Babyshambles.
 As well as this we will also define our audience by determining
where they fit on the social grade scale, socio-economic values
and demographics.
 Our target audience would fit into the C1 to E category of the
social grade scale. This is because a lot of Jamie T’s material
centre’s around lower class people and how they live their lives.
Also the style of his videos often represent run-down areas and
the lower class people living there.
 The majority of our audience would fit into the categories of
‘care givers’ and ‘survivors’ in terms of socio-economic values.
 Our target audience regarding demographics would be
predominantly 15-40 year old men, with a relatively small
income, basic education, manual workers without children.