David Omari is a 17-year-old who lives in a council flat in Northwood with his mother and baby sister. He enjoys wearing brands like Adidas and Nike and listens to Stormzy and JME, aspiring to have a rap career like Stormzy. In his spare time, he hangs out with friends and engages in undisclosed recreational activities. His favorite memory is escaping the police once. He spends money on clothes, alcohol, and recreational items. While he says he wants to be a businessman, he is more focused on rapping, his friends, and having authority in his neighborhood. He watches shows like Empire and Top Boy and considers himself his own hero.

1. Target Audience Psychographic Profile
Group: SJFO Productions
Name and Age? Where would they live?
David Omari, 17 In a council flat with his mother and baby sister in
Northwood
What type of clothes would they wear? Any particular
brands?
Who is their favourite band/artist? Why?
Addidas, Nike.
He uses the money he gets from recreational hobbies to
buy these clothes.
Stormzy, JME. He aspires to be like Stormzy one day since
David, to, started at the age of 11. He also has the same
surname as Stormzy and thus believes they are long lost
brothers. Especially since he hasn’t met his father. As for
JME, he simply enjoys the lyrics to his music. It gets his
mind off reality and gets him thinking about what life is like
as a grime rapper.
What do they like to do in their spare time? What type of music do they dislike? Why?
‘Chill with friends’ and indulge in other recreational
hobbies, which he would prefer not to mention.
Classical (though we believe he does like classical and is
just covering up to save his reputation in ‘the hood’)
What is their best memory? What are they most likely to spend their money on?
Once, David got chased by the police and got away with it. Branded roadmen clothing, alcohol, and recreational
items, which contribute to the recreational hobbies which
he’d rather not discuss.
What do they aspire to do? What is most important to them? Why?
Businessman (however, this is not realistic since he isn’t too
bothered with school, gets bad grades and is more involved
in being a roadman)
‘Rapping’ career, ‘family’ (friends), and authority in the
hood.
Rapping – David genuinely believes he’s good and can be a
successful man. He’s therefore debating on what he wants
to be when he’s older.
‘Family’ – David considers his other roadman friends as his
family. They’ve ‘stood by him’ when things got tough with
his real family which he’s now distant from.
Authority in the hood – David doesn’t possess any power in
his family, thus he needs a place to be in control. This is
‘the hood’.
What television shows do they watch? Who is their hero?
Empire. Top Boy. They have no hero. They are inspired enough as it is and
consider themselves their own hero.