2. Olivia’s Spotify Demographics
Previously established international
following due to UK/US background
Her audience gender is conventionally
divided, with a primary female audience
and secondary male audience.
As demographics cannot be tracked for
those under 18 I will be doing separate
research, but the primary 18-27+ target
age is expected, as well as the secondary
28-44+ audience.
3. Target demographic interview
I interviewed my younger sister who is in the target demographic, as she
is a 15 year old female. I wanted to get the perspective of a younger
audience member as I was unable to see the Spotify statistics.
The interview is linked on the blog as it is uploaded onto Soundcloud
but I have provided a recap on the next slide.
4. Target demographic interview
Would you/your friends listen to the song?
- Yes, due to the catchy melody, relatble message, similar to artists I already
listen to with my friends.
Did anything stand out in the music video visuals?
- Use of bright lights is eye-catching, overall aesthetic is different but still
mainstream.
What do you like about her Instagram posts?
- It’s eye catching, the colours used, types of pictures, the locations, relatable
content, pictures with friends.
What content style do you prefer?
- The pictures and photodumps, the reels are engaging and fun to watch.
Does she remind you of any artist?
- Olivia Rodrigo for the purple colours and cowboy style
5. Audience Survey
I compiled an audience survey for the target demographics of the
elctro-pop genre and for the logo I created for Olivia Cox.
Using their answers to the questions as well as their age and gender
demographics I will be able to have a solid profile of the target
audience for Olivia Cox.
7. The majority (91.7%) of responders were aged 15-24, my approximate
primary target age for Olivia’s audience. This is extremely useful as I
will be able to hear direct consumer opinions, and have received 72
total responses, giving my a large variety allowing me to calculate an
accurate average.
8. The majority (74.6%) of responders were aged female, my approximate
primary target gender for Olivia’s audience. I was also able to hear
from 22.5% of responders identifying as male, which allows me to
estimate for a secondary target gender and their views.
9. The majority (58.3%) of responders classifyed themselves as electro-
pop genre listeners. I am happy I received a 2/3 majority, meaning I
could have feedback from the 1/3 that did not classify themselves as
listeners, therefore counting as mainstream or casual consumers.
11. I was surprised by how many believed the genre to be female targeted,
but assume it is because of the female artists I listed, failing to mention
prevalent male ones. I was also surprised they selected both genders as
a secondary majority, but as this also encompasses males in addition to
the 4% of male oriented responses, I will be keeping male in
consideration for the secondary target.
12. When asked the age target, most (73.6%) selected the majority
responder age of 15-24, which I am more accurately scoring according
to U+G theory (Katz-Blumler). The secondary answer of under 15
over 25-34 as a primary target also appears accurate, and I am
confident with these findings reinforcing my initial opinion.
13. When asked the secondary age target, most (39.4%) selected the age of 25-34,
which is what I had expected. The second largest group selected was the under 15,
which I had considered a limited secondary group, but I am now considering as a
larger target due to the response from a group that has recently gone past this age. I
was also surprised to see the 35-44 group selected, but due to the limited number of
responses I don’t believe this to be a major target.
15. In relation to the logo, 86.1% of responders stated female and only 2 responders
said male. I had intended for the logo to appear stereotypically feminine but
wanted to keep it open to a male audience by using purple rather than pink, so I am
happy the second selected was both.
The next slide shows the written responses to this answer.
16. Out of the 28 responses, 18 mentioned colour and 16 mentioned
font as to why they found the logo feminine. I am surprised it is
seen as so feminine by the responders as I found it more
ambiguous, but I can understand why the responders answered in
this way. As my primary target is females I am glad the font and
colours I chose to denote this have been clearly anchored and
match my preferred reading (Hall).
17. I was very surprised by this response, since most general genre answers had
mentioned 15-24. As most responders are in this target group, and the second most
answered was 15-24, I don’t think a logo change is necessary due to the almost
50/50 split.
The next slide shows the written responses to this answer.
18. Out of the 24 responses, 7 used the world “childish”, while 3
mentioned it as “sophisticated” or “ageless”, which is what I was
aiming for. I am also happy the word “quirky” was used, as
standing out is a key element of the industry, 2 responses cited
Olivia Rodrigo, an artist I am using as a main inspiration, but
stated her market as being younger, while I judged it being of the
15-24 age group she is in. However, after doing some online
research I can see she is largely targeting a younger group.
19. This section was more divisive, I was very surprised to see the 35-44+ group
selected, but the answers are too little for me to consider this a major group.
However, due to the collective responses of the 25-34 and under 25 group, I will be
joining these as the secondary age target.
20. There were only 10 responses to this question, and I didn’t find them very helpful.
The sentiment of younger people having an older interest to seem “cooler”, but the
impression of professionalism and mainstream appeal was also recognized.
21. Conclusion - Target Audience
Based on my research:
- the primary target gender is females, and the secondary target
gender is males
- the primary target age is 15-24+ and the secondary target ages are
under 15 and 25-34
Therefore the primary target audience is females 15-24+, and the
secondary target audience is both genders aged 24+, with a tertiary
target of females aged under 15.
