The document analyzes the target audience for a music video. It would target individuals ages 16-25, who are likely to enjoy progressive house music. This audience is expected to be predominantly white and still living with parents or working part-time while attending college or university. They would fit into the C2 to E socioeconomic categories and pursue an active social life. The target demographic lives in urban areas that support music festivals and nightlife, specifically fitting a "Student Scene" or "Central Pulse" Mosaic profile.

1. Audience Profile For Our Music Video
Group Work – Dawid Tomczuk (1494)
Magdalena Zygmunt (1504)

2. Age & Gender
• Looking back at our previous research we have come to a conclusion that
our target audience would be young individuals within the 16-25 age range.
From various music video analysis we have found that the Dance music and
its sub-genres focus on the younger demographic by including frames which
portray energetic activities such as music festivals, gigs or even cliff
jumping. This goes with the stereotype of young people being portrayed as
wild and careless with their dynamic nature being mediated. This can be
particularly seen within our Progressive House genre which is aimed at a
younger audiences. It reinforces the stereotypical view of young people
living their lives one moment at a time, following the “Carpe Diem”
mindset. We believe that this view on the audience appeals to both males
and females therefore we have chosen our music video to be universal for
both sexes. As a result of this we target our music video at a wide range of
consumers, which does follow the mainstream ideology of today's videos in
regards to gender.

3. Race & Occupation
• We believe that our music production will be mainly dominated by the
white race. This can be significantly supported through our research which
represents the white race as dominant within the dance genre. This can be
influenced through the mediated views as well as stereotypical associations
of the white race being more associated with the Dance genre. Within the
videos we gain a negative image depicting a more realistic and varied point
of view apposed to the stereotypical image of the white race.
• Looking at our audiences occupation, we believe that due to their young age
they would most likely live with their parents, attend colleges or universities
and work in part-time jobs, allowing them to live the ‘wild’ social life.

4. Demographic & Psychographic
• Linking back to the occupation and looking at the General Registrar Scale we came to
a conclusion that our audience would preferably fit into the C2 to E categorisation.
This choice can be supported through the age of our audience, which is associated
with higher education and part time jobs, meaning that they are not fully stable. They
mainly take on manual work such as factory workers due to limited knowledge and
skills. We additionally believe that the younger audience would follow the
Mainstreamer and Aspire psychographic profile, as a result of the mediated view
they are fed with on daily basis through the technological convergence. On the other
hand, looking at the exception of the older audience (22-25 years old) we believe that
they would fit into the C1 category due to them being more experienced in terms of
knowledge and working world. However they would be still associated with the
social/party lifestyle due to the reasonably young age. In terms of the psychographic
profile for the older audience, they would more likely fit into the Succeder and
Individual categorisation. This is because they are more financially stable meaning
they spend their money on goods which reflect their success, while at the same time
trying to portray themselves through differentiation and uniqueness.

5. Geo-Demographic & Mosaic
• We believe that our audience would be mainly allocated in urban locations
such as large cities which offer them many possibilities to attend events
such as music gigs or festivals. Their allocation would additionally allow
them to live the stereotypical social life by attending clubs, which we believe
emphasises their interest in Dance music. This interlinks with their Mosaic
categorisation which ranges between Student Scene and Central Pulse
within the ‘Rental Hubs’/O section. We have particularly allocated these
categorisations to our audience as we believe that they fit into the
“Entertainment-seeking-youngsters’’ who tend to live in locations close to
work and night life. Moreover, their location would be significantly close to
universities and educational centres. In relation to the older audience (22-2
years old) we believe that they would fit into the Career Builders
category, who tend to be motivated singles/couples in their 20’s and 30’s
progressing in their field of work; suggesting that they are more stable.