Evaluation question 4

1. Who is my target audience
for my media product?
BY MATTEO RIMINI

2. My target audience? Research
 My target audience is both females and males 15 - 25 years of age who have a
interest in rap / hip hop music. I believe this target audience is suitable for my
magazine as I from my research I have discovered that this is the most popular
music genre for this age group. My research consisted of asking males and
females ages 15-25 series of questions on rap / hip hop. I found out that 80% of
the public listened or enjoyed rap music where as the other 20% did not enjoy it
at all. By choosing a rap magazine this will benefit me more as there is a wider
market therefore the chances of making sales are higher. I will be targeting a mass
audience especially as rap is ranked the most popular music genre in the UK. As
well as this it will increase sales for my magazine.

3. My target audience? Age
 To start with in order to define my target audience I must choose specific demographics to target, to do
this I must look at several factors for example age. As my music video is of a rap/ hip hop genre my
intended target audience would range from around 15- 25. I decided to target this age group after
researching and carrying out a questionnaire. I found that a high percentage of young children and
young adults aged 15-25 felt heavily influenced by hip hop/rap music as it was the most popular music
genre. Also the majority of youngsters in London have grown up with rap/hip hop culture in their lives as
hip hop has created a culture that incorporates ethnicity, gender, age, education, political affiliations,
psychographics and views and attitudes. Due to this, young people keep up to date with the news
evolving rap / hip hop. It is evident that close relationship between rap/hip hop music and London youth
culture present. Which makes them loyal support of rap/hip hop music as they feel a sense of connection
which will last a lifetime. The target audience won’t feel out of touch with rap/hip hop music because it is
not new to them as it would have been a part of their culture over the years. I also took into
consideration the fact that my artist has a lack of exposure in terms of his lack of publicity, as he is
relatively new and unknown to the hip hop music industry, therefore I cannot expect for him to have a
wide target audience. I thought it would be smart to limit my target audience in terms of age it will be
very unlikely that people over the age of 30 will recognize his music.

4. My target audience? Gender
 Another factor to take in mind is gender. From my research I discovered that the
main consumers of rap/hip hop music are young black males. This is because
rap/hip hop music is dominated by young black male’s artists. As the current
consumer base for rap/hip hop genre music are males who indulge in misogynist
themes which can have negative psychological effects on rap consumers
especially females who feel rap/hip hop music demoralizes and degrades them. I
also acknowledged that females are in several rap videos as well as there being
several female rap artists such as Nicki Minaj. I would say rap is equally popular for
females and males as sometimes females can have an attraction to the young
male rappers therefore listen to his music.

5. My target group? Education
 Regarding education levels it makes more sense if I was to target people in secondary
school and/ or college/university. Out of 9% of the country close to 8% of people who
listen to it are under 25 years of age. As secondary school to university has a age gap of
13years – 25 years it makes sense to target this niche proportion of people. Rap / hip
hop music have an category names conscious rap which features socially conscious and
political orientated lyrics which is similar to “underground” music. This type of music is
aimed at college students or those who are more mature. It involves issues that are
political or are to do with the world therefore targeted at young adults. This goes to
show that even though rap seems to be for everyone, there are different categories of
the genre of music.

6. My target audience? Location
 All though rap/hip hop music genre is worldwide I have to consider my artist and
how well known he is. For this reason I will locate to the UK (specifically London) as
this is a very popular area for rap/hip hop music as well as young black people. Rap
gained popularity in the UK in the early 1980’s and ever since has been more and
more admired. A few famous UK artists are: Skepta, Gigga, Dizzee Rascal, Wiley,
Stormzy, Wretch 32, Abra Cadabra and Tinie Tempah; just to name a few.

7. My target audience? Psychographic
 There are many factors to bare in mind when choosing a target audience for your magazine. One of
those factors are the phycographic. In my research I came across a advertising agency called Young
and Rubican who separate people into “different social class, lifestyle, attitudes, values, hobbies,
behavior and personality characteristics. This results in there being five different people in this world.
 The Explorer: These are the people that are motivated by the need to discover and challenge there
selves.
 The Succeeder: Is a very confident human being and well organized therefore being responsible.
 The Struggler: The seek escape, badly organized and lack plans for tomorrow
 The mainstream: There main need is security and live and normal everyday routine
 The Aspirer: There need in life is there status. They care about there looks, image, appearance and
fashion.

8. User Profiles
My magazine would fit the profiles because they all come from an urban location therefore will be
familiar with the hip-hop genre. Also as they are within the 15-25 age group I am targeting people
who have grown up when rap / hip hop started gaining popularity. All three profiles stated rap and
or hip hop as their favorite music genre which is also why my magazine will appeal to them. They
also all stated that there favorite radio station is KISS which is famous for playing rap music.

9. I went through social media to find evidence that my
target audience do listen to rap/hip hop. I used three
examples; two boys one girl.
As you can see they all mention rappers who are similar
to my artist.

10. Conclusion
I believe I have chosen the correct target audience as I have targeted a mass market
and mainstream audience to fit my criteria. As you know I have gone for a low aged
target audience from 15 to 25 years of age. I feel like this age group will benefit my
magazine in terms of sales as it is a easy on the go magazine to read. I assured that
the layout was clear and fun for this exact reason. I have also priced m magazine as a
very reasonable price of £1.49 which anyone can afford (even a student). They will be
able to listen to my artists music because my target audience is very up to date with
technology and his music will be available on apps such as Spotify, Soundcloud and
Itunes. Finally they will be able to understand the message my artist is trying to give
as they are in the same generation.