This psychographic profile describes Xavier Ferguson, a 17-year-old male living in an urban area of London. He enjoys casual clothing without mainstream brands and likes the music of Drake and Years & Years. In his spare time, he attends sporting and music events with friends and travels around London. His favorite memory is attending a Drake concert. He aspires to be a music producer and values music and his friends/family. He watches American sitcoms and dramas and admires J. Cole for his relatable and inspirational messages.

1. Target Audience Psychographic Profile
Group: Brandon Holder(DreamReel Productions)
Name and Age? Where would they live?
Xavier Ferguson, 17
After we receivedthe feedbackfrom our target
audience surveywe noticedthat most of our survey
participants were male aged 16-19 so to appeal to our
audience we will needto create a professional looking
music videothat appeals to this target demographic.
Urban area in London
We have chosenthe song Bloodstreamby Ed Sheeran
& Bloodstreamwhich fitsinto the genresof Indie rock,
R&B and acoustic. Therefore the people ofthis area
are most likelyto be interestedinthistype of music.
Also,our videoaddressessensitive issuesanditis
oftenthe case that these types of issuescouldgo
unnoticed/are ignoredin the city and we are therefore
challengingthat.
What type of clothes would they wear? Any particular
brands?
Who is their favourite band/artist? Why?
He wears casual clothing and does not choose what he
wears based on mainstream brands. He likes to wear
hooded jumpers and sweatshirts with
original/different designs and wears comfortable
jeans.
His favourite artists are Drake and the band Years &
Years. He likesDrakes style and like the way that he
infusesrap and pop for a newsound. He likesthe band
Years & Years because of the important messagesthey
convey intheir music and he also likestheir
electronicastyle of music and admirestheir work.
What do they like to do in their spare time? What type of music do they dislike? Why?
He likes to go to both sport and musical events with
his friends and experience the different atmospheres
and people. He also enjoys travelling around London
with family and friends and feels a deep connection
with the city. In additionhe likesto dine at the various
restaurants in the city that can’t be found outside of
London.
He doesnot like the country music genre that features
artists such as Luke Bryan and Dolly Parton as it is too
far away from the type of music that he is accustomed
to. He also does not like Trap Music because he feels
that it is too generic and focuses too much on
materialism. He also thinks that the majority of the
artists who make this type of music just ‘mumble’
their songs, and he finds that this can devalue the
meaning of song lyrics.
What is their best memory? What are they most likely to spend their money on?
His best memory is going to a live Drake concert at the
02 Arena with his friends where Drake had British
artists as special guests at the show. They enjoyed the
different music and one-off collaborations on stage
and also thought that the performance itself was a
once in a lifetime experience with the lights, special
effects and overall atmosphere.
They are most likelyto spendtheir moneyon clothes
and videosgames as well as on experiences/eventsin
the city with friends/family.
What do they aspire to do? What is most important to them? Why?
He aspiresto be a musicproducer and create
music/beatsfor newartists and feelsthathe can bring
somethingfreshto the industry and make a name for
himselfacross the world. The dream for him is to
eventuallystart his own record label that discovers
new talentbecause he wants to give people the help
that he wisheshe had whenhe was first getting
involvedwithmusic.
Because of his ambitionto become a record producer,
music has become an important aspectof his life.He
seesit as a way for him to get his message across and
create somethingthat is long lasting.He also find
friendsand familyimportant to him as he feelsthat
the people closesttohim are the oneswho are
supportinghim in everythinghe doesand are there for
him whenhe needsthem.

2. What television shows do they watch? Who is their hero?
They like to watch Americansit-comsand drama
shows. He also enjoysstreamingoriginal shows
online.In additionhe watchesgame shows and
singingcompetitionsas he isa competitive person.
J. Cole as he findsthe artists music relatable and he
also thinks that the message that the artist conveys
through his musicis inspirational and should be an
example to followas it does not conformto the
stereotypical musicof the same genre(rap/hip-hop)
that focuseson wealth,drugs and sex.