Demographics of my music video

1. Demographics and Psychographics!

3. I used YouGov Profiler, to gather information about the demographic of my chosen artist. From this I discovered that here is
actually very little information about the on this site, and that on the main profiler site (YouGov Lite) they are not featured at
all. This tells me that the band is very niche and the fans probably have quite niche interests and life styles too. In terms of
things like age and gender of the main demographic I could not find this out, however one band that is similar that is on the
site is Daft Punk, woes demographic are males aged between 25 and 39. this leads me to believe that the demographic of
Mount Kimbie would also be of a similar age.
In terms of class however I think Mount Kimbie would be more appealing to those in C2/D/E class as the premise of their
songs are more to do with politics and suburban life, with a social realist style, whereas Daft Punks songs tend to be more
surrealist and less relatable. As lower classes might be able to relate songs about suburban life, Mount Kimbie’s music is likely
to be more appealing to them.
Another similar artist whose prime audience lies in this class range is Missy Elliot. I think this is because, similarly to Mount
Kimbie, her songs are primarily about suburban life and struggles that her audience can relate to.
I think that in terms of themes I should try to include things like:
• Isolation
• Stress
• Dissatisfaction with current lifestyle
• Claustrophobia
• Aggression
• Current politics
This is because they are thongs that the demographic will likely be able to relate to because of traits like their age, social class
bracket and their political views.

4. The fact that the main demographic of Daft
Punk (and likely Mount Kimbie too as they
have very similar demographics and styles)
are more interested in left wing politics is
reflected in their songs are sometimes there
are comments on more controversial issues
that other artists wont discuss in their
songs.

5. The social grade for similar
artists to Mount Kimbie
suggest lower social status,
however the careers of this
demographic appear to be
quite high up (C1/B) which
contradicts this.

6. Below are some of the statistics about the hobbies and interests of the demographic for Mount Kimbie.
One of the main interests that is listed is knitting, which for an audience of primarily 25 year-old males, is not
something that would be expected. But as I said, their music is quite niche, which can make it hard to target a
specific demographic and subsequently, makes targeting advertising for an album by them much harder. This
could potentially be why their cover for this album consisted of a very stylized pattern, using block colours and
geometric shapes.
Had they used a person on the cover it would instantly give the impression of them having a specific
demographic but as they are quite niche, that is not the case. Using these bright colours and geometric shapes
makes for a very nonspecific theme which could appeal to all ages, genders and social classes.
This album cover essentially means that only people who know what Mount Kimbie are like will really think of
buying the album, as the cover doesn’t really give any hints as to what the band are like in terms of style and
genre (other than that they are very niche).

8. These statistics are all very specific and although a lot of he time it is useful to know as much about your artist
demographic as possible, I think that in this case, as they are quite niche it is hard to pinpoint exactly what the
demographic is like and so I have to think about it on a more personal level.
My friends for example, who like Mount Kimbie are female, between the ages of 18 and 19, and they lead very social
orientated lives and enjoy going out to parties and meeting up with friends. I feel like this is less specific to an extent
as these are things that the majority of people In this are range would be able to relate to. They could however just
be a secondary audience, in which case they wont fit with the stereotypes of the demographic but might still enjoy
the music.
Knowing what the hobbies of the demographic are doesn’t help me too much as the artist (and the demographic)
are very niche, which ultimately means that there is not set way of being able to appeal and create a music video
catered to the whole audience. I know I won be able to just have shots of people knitting for example, because that
wouldn’t be conventional of the genre, but also not all of the demographic are going to be able to relate to that as
not all of them will like knitting. Only the people who have filled out their YouGov page with their interests saying
they like knitting will, and that is an even more niche group, than the grope of people who like Mount Kimbie. This
isn't an accurate representation of their whole audience.
In order to create a successful music video and promotional package I will have to make it a bit more vague and focus
more on making something catered towards a lower class range and make the content of the video more symbolic,
by focusing on themes rather than a set plot. I am planning on using people in my music video but I don’t think this
will effect the reception from the audience as I want to portray more tan one person/gender/class range, in more
than one location/scenario, so I should be able to make something that multiple audiences will be able to relate to,
but it wont distract from the content of the song and the themes used.