The document discusses a target audience for a dubstep song, analyzing various aspects of the genre and audience. It determines that the target audience is 16-24 year olds, as they frequently listen to dubstep in clubs and on sites like YouTube. The genre meets their needs by having danceable beats around 130-148 BPM and lyrics focused on relationships and love that this age group can relate to. A performance and narrative music video concept is proposed, using live elements to appeal to festival-goers and visuals that amplify the lyrics for easy comprehension.

1. Target Audience Questions

2. What genre does your chosen song fall into? Our chosen song falls into the Dubstep genre which is a type of electronic dance music which first emerged at the beginning of the 21st century and has since become a more mainstream much loved dance music genre. Also I know this song falls into the Dubstep music genre because it has the elements of Dubstep music which involves having 2 step rhythm and is usually identified by having a range of 130-148 beats per minute also they are propelled by an emphatic bass line. Where also since 2002 it became a trend to creating remixes to original songs such as our chosen song which was originally sung by The Marvelettes. (Wikipedia)

3. Who typically buys this genre? How do you know? Teenagers and young adults (16-24) because Dubstep music is mainly played in clubs where the younger generation cannot enter and where people over the age of 24 do not go as much so this age group is likely to hear I more and to purchase it. But however in this day and age the younger generation does not tend buy music apart from I Tunes, otherwise they find a site to download it or convert it into mp3. http://www.itfacts.biz/music-buying-by-ages/10684

4. What age? We have chosen a target audience the age range being 16-24, because looking at the music videos we have done analyses on the viewing stats on YouTube portray that this is the most common age range to be viewing to watch and listen to this genre of music. Also we chose this age range because they are audience who go to nightclubs the most to listen to this genre of music when this is mainly played. Where I have analyse our chosen song Cragga- 'Mr. Postman Dubstep', Benga- 'Night', Skream- 'Tapped'. However because these stats are from the internet, secondary research via YouTube there is a chance of them being incorrect because people could easily lie about their age. Evidence from You Tube

5. What are the likes/dislikes of your target audience? How are these reflected in other music videos from your chosen genre? The positives about our target audience is that they are interested in the sub- text topic of love and listen to Dubstep music genre because they can maybe relate to it which enables the music to be that little bit more enjoyable and interesting to watch for them. This is reflected by the music video I have analysed Cragga- Mr. Postman because of the conversations and comments being made via You Tube expressing how good they thought the tune is and a couple of the comments are on what affect it made on them which can be link to the love topic. Also another positive about our target audience is that they are around my age so we know slightly what interests them to watch a music video such as the song being at a fast tempo so they can dance to it at nightclubs. Where now the lyrics become less important because people in our target audience go to nightclubs for social reasons and as long as they can dance to the song they will be happy. Where an negative being that within the age range it is a niche market which listens to the Dubstep genre but however is becoming more mainstream.

6. CONT’D Another positive about out target audience is that they like to go out clubbing to dance, where this genre is a type of dance music so it enables it to be more attractive to the audience and it means they do listen to it quite often. In addition to this, whereas our target audience are in the younger generation and we no longer send letters the Dubstep music video of Cragga Mr. Postman reflects our growing reliance and connate the target audience on electronic communication which they frequently use and is more modern, is reflected in the electronic Dubstep beat of 130-148 per minute. http://www.youtube.com/watch?v=1Q5spk228R0

7. How does the lyrics of the song’s meet the needs and desire of your target audience? The lyrics for our chosen song meets the needs of our target audience because the lyrics have a sub-text of 'love' which 16-24 year olds both male and female are interested in. As well as this, our target audience also connate the topic of love with pain, anxiety and excitement where in which16-24 year olds of both sexes start to have feelings for others and also get into relationships and think they know it all, in terms of what's involved in love. So this meets there desires because the lyrics is about an topic they are interested in. http://www.youtube.com/watch?v=1Q5spk228R0 In addition to this, the song ‘I need air’ the lyrics clearly portrays the feeling the love is around ‘I don’t know what to do the kissing on the lips makes me flow ,flow, flow, which clearly shows what love is doing to the narrator. The ‘suffocating the mind’ expresses what the person to her thoughts, which Is the meaning of ‘ I need air’ because of the strong feelings which is around , so this meets the target audience needs because some of them may be able to relate to what is being said. http://www.youtube.com/watch?v=m2vWQFHP3D0

8. Cont’d On the other hand Skream ‘Tapped’ and Coki ‘It’ lyrics maybe relates to the target audience on the negative side. Where the ‘Tapped’ lyrics is about ‘lines been trapped’ which can be linked to phones maybe being trapped in a sense of teens being grounded and are not able to use their phones . However it can still be related to the elder people in the target audiences because they may have memories of those times, where in the song it says ‘thinking back’ whilst on screen is in black and white suggesting in the past. Where a concept video of flies, have been used to convey this thought the feeling of being trapped. Benga and Coki ‘Night’ does not have any lyrics but the name of the song can relate to the target audience because this is when they like to be out and is when this genre is played and meets their needs that way. But however it is a concept and non vocal music video which does not related to the title of the song.

9. . How would a concept/narrative/performance video meet the needs of this audience? For our chosen song we are planning to do a performance and narrative music video . Where we feel the performance part would meet the needs of our target audience because they are the ones who like to go to concerts and festivals the most and they want to go and see a live performance the original music video must of interested them enough to go to the concert or festival. In which this source expresses. ‘While concert-goers are fairly evenly spread across the ages, festival-goers are more concentrated among younger age groups, reflecting the more restricted appeal of camping to older consumers.’ http://academic.mintel.com/sinatra/oxygen/display/id=479850 Where we also wanted to do a little bit of performance because the original Mr. Postman song is all performance so to bring that to our context. http://www.youtube.com/watch?v=-nuEY6fQgzk As well as this, we feel that the narrative part would meet the needs of the audience because within this audience they do not like having to think to much about what is going on so where the visuals explain the lyrics this meets the needs of the audience. For example La Roux – In for the kill which is amplifying the lyrics towards the visuals, For example red being shown on screen at all times that being to the word “kill” connoting blood. http://www.youtube.com/watch?v=JZ1Mi77nogQ So this is why we have chosen to do a performance and narrative music video.