Alex is an 18-year-old teenager from London who enjoys less mainstream music. They value creativity over commercial appeal and discover new artists through YouTube and smaller concerts. Alex prefers bands like The Strokes and Arctic Monkeys to popular radio hits. They consciously avoid newly popular artists who seem to "sell out" and find most music videos focus too much on self-promotion rather than the music.

1. Psychographic Profile
Name : Alex
Age : 18
Background: Middle class, living at home in London with family, still in
education
Profile: Alex is a teenager still in sixth form education, studying humanities
and favouring the less academic subjects, favouring creativity. They frequently
engage with media through film and online video surfaces, such as Youtube.
They value innovation and genuine creativity over brand appeal and big,
recognisable names, and so their music tastes reflects this, as Alex is always
listening to music of new genres and artists. However, they don't really like
pop radio stations like Capital FM due the repetitive nature of the music
played. Their main music preferences and influences come from more
‘traditional’ bands, such as The Strokes, Arctic Monkeys and other, lesser
known Indie bands. Alex plays the guitar himself, and gravitates towards
music using mostly real instruments, including guitars. They enjoy spending
time with their friends in the evenings and share common interests in music
and film, and share recommendations for both of these often. They try to
consciously avoid being swept up in sudden rises in popularity for new artists,
instead being more stubborn and critical of the most popular music at any
given time, disliking artists who respond to sudden fame by ‘selling out’.
Despite living in a quiet area, Alex often attends gigs in ‘trendy’ areas such as
Camden for smaller bands that have a more devoted following. They are likely
to engage with our music video as it avoids being a generic music video in its
style and song, as therefore is interesting enough to catch the attention of
Alex and their friends. Alex in particular finds most modern music videos by
popular artists to be more focussed around self promotion and sensationalism
than being a positive addition to the music itself.
Our video in particular will appeal to Alex as it is aimed at avoiding cliches in
music videos (e.g. repetitive locations, a predictable, copy-paste narrative)
and people like Alex who will stray away from mainstream music and its
trends, especially its shallow focus on sex appeal or boasting about wealth,
fame etc. Our music video will be designed partly on self promotion, as is
conventional for music videos, however we will avoid trying to emulate this
style over substance approach that alienates music fans such as Alex. It’s
easier to focus on a target audience when their likes and dislikes are clearly
defined, and so we have chosen Alex and like minded people as what makes
a successful music video is more black and white than with a target audience
with a broader population.