Media

1. RESEARCH
BY O L I V E R K E P P I E

2. AUDIENCE

3. AGE
The age range I am looking to appeal to is 16-24. I have chosen this age range because it
is the age where people interested or taking part in the streetwear industry or scene are
located. The age range for Supreme (one of many streetwear brands) is “16-35”, and
although there is not exactly a Supreme shop in York, there are many shops similar to it
which still have a prominent role in the streetwear community. The reason my age range
is about 11 years lower than the one that Supreme said is because that data is not as
true in the UK. Also the streetwear shops in the UK although they are still big are not as
hyped and well known globally as Supreme is. The streetwear shops in York are a little
less well known and mainly advertise on social media, with the youth of today I think it
will connect with them better and this is why I lowered the age range. Also from personal
experience, every time I have entered a streetwear shops it has been mostly full of
people in their teens or early twenty's. The age range I have chosen is also a lot lower
than the average age of people in York which is around 45 meaning that I have quite a
specific audience, which may make it a little more tricky to do primary research.

4. GENDER
• There isn't really a specific gender in which my product will be aimed towards because
all of the streetwear shops in York sell clothes for both genders although they do
specialize in male streetwear typically. Also, using the Supreme demographic as a piece
of evidence most large streetwear brand tend to make more clothes targeted at males.
This will probably mean that most of the subjects and images I use in my product will
be more male based. Also since females earn 78-98 cent for every dollar a male makes,
it means that males may have a little more money to spend on streetwear statistically.
This would result in more males wearing streetwear fashion which then means that my
product will do better if I slightly aim it towards males, although I will try to
incorporate some female clothing aspects into it.

5. CLASS AND INCOME
• To be interested in streetwear doesn't really acquire you to be of a certain class or get
a specific amount of income, although if you want to wear it then you will have to have
a little bit of money to spare as the clothes brand new can range from about £10-
£1000+ depending on the item of clothing. Because of this I am going to assume that
most people who are into streetwear are going to be wearing it and therefore are
anywhere from middle to higher class. Also because the age range of my audience is
16-24 it means that most of the people will be in college or university meaning that
they will be paying for either the university itself or transport, food and many other
essentials. This ultimately means that this age group have more important things to
spend money on therefore would in most cases be somewhere in the middle to higher
class and have steady family income as well as most likely a job of their own.

6. LOCATION
• The location of my audience can be spread most places but it would make more sense
to target the local areas around York as well as York itself. The reason I would target
more general areas around York instead of anywhere in the UK is because the product
I am going to create will rely on some more of the abstract parts of York which only a
collective group of people know. I would like to get people to travel to York but I think
that people will only come to York if they live closer because there are a lot more cities
that have better streetwear scenes, meaning people will go to there instead of York.
Whereas local towns and city's will see York as a good place to fit in with the culture
and buy clothes etc.

7. SECONDARY
RESEARCH

8. PLATFORM
• I am going to create an animation. The reason I want to create a animation is because
it allows me to explore all the different art styles of all of the famous streetwear and
hypebeast artists. I also think that I would be able to show more of an artistic style to
streetwear as its more than just clothing. I also think that it will appeal to the target
audience as it will contain lots of relevant art and brands from the streetwear
community. I also think that more people could sit and watch a cartoon with more
enjoyment than a live performance, if they were watching it as an advertisement on
Instagram or Facebook for example. It also allows me to manipulate the clothing and
art. It is also easier to create scenes and shots which will flow with the music better
than if I had to create a real life video.

9. PLATFORM
• The platform I would advertise my product on would be on on social networking
applications such as Instagram, Snapchat and Facebook. The reason I would pick these
places is because there a few of the apps that my audience will be using a lot. This
means that the advertisement will be put straight in the faces of my target audience
making it impossible to miss. This will result in the best chances of my advertisement
being successful because not many people in my age range watch television too often
as most shows are online or streaming apps such as Netflix or Amazon Prime. I think I
could also use the system on YouTube of targeted advertising, which will mean that
people that watch videos related on the subject of streetwear will get this advert. This
would be one of the most efficient ways of getting to advertise directly to my target
audience, therefore giving my advertisement the best results.

10. COLOR THEORY
• Color theory is very important in all types of media but it
will be very important so send across the correct vibes to
connect to the audience I am looking to appeal to. For
example, I would probably try to stay away from keeping
everything colors such as dark green, brown, grey and
black because they all set a grim or dull mood. They are
also not very eye catching colors meaning if someone was
to see it on there phones, if there brightness was low or
they weren’t paying much attention, the advert would not
get there attention and maybe even deter them from
watching the advert because dark and gloomy colors are
often associated with a bad type of emotion. Also in
streetwear there are a few colors which are a lot more
prominent in the culture such as purple, light blue, black
and white. Also other bright colors such as orange, yellow
and light green are seen a lot worn by streetwear
influencers and public figures. These colors will give the
viewer something to relate to and also of there are people
watching the advert which aren't into this type of clothing
hopefully the bright colors and eccentric art styles will be
enough to entice them into at least watching the advert if

11. ART STYLES (THEORY)
• I will try to pick styles which are very prominent and well known
in the streetwear community. Also a lot of the artistic styles are
really abstract and very creative which I think will allow for some
interesting creative choices and hopefully I can translate into
my animation.
• For example the top artwork on the right is Takashi Murakami
who is quite a big name in the Hypebeast and streetwear
community. His art style is quite easy to follow and I think it
could be translated into animation pretty well by rotating the
petals and maybe changing the colors to get an eye grabbing
aesthetic.
• The artist on the bottom is Kaws who turns a lot of Pop-Culture
characters and other references into his own art style. This is
one of the most well known Hypebeast artists if not the most
well known just by his iconic crosses for eyes. I also think this
will be very easy to animate because all of his characters are
cartoons which all have reference and their own animation
styles which I could grab inspiration off.

12. ART STYLES (THEORY)
• The first art style here is called Bearbrick and it is a company
similar to Kaws in its success and style. Both these company's
create figures as well as artwork pieces and allow Pop-Culture
to have a big impact on the designs that they create. As seen in
this image it ranges from abstract designs such as the all silver
bear to a batman or creeper bear. I think this could be a good
style of art to include as it is well known and I could use quite a
low frame rate of animation to mimic some sort of Lego stop
motion animation style.
• The bottom style is Steve Harrington who creates figures,
artwork and designs for clothing. I think his style can be easily
translated into animation because all of his characters are in a
similar style to the 1930s cartoons I am used to drawing and
the animation style is all rubber hose style. After his
collaborations with Nike I think that he has become a lot more
well known in the streetwear and Hypebeast community

13. ART STYLES (PRACTICAL)
• To create this art style was quite simple. I created one of the flowers and
then copy and pasted 4, changed the colors and size. I then merged the
4 and created 7 copies but changed the hue and saturation to create a
different color. To create the animation I made a copy of all the flowers
and changed the hue and saturation by 20 every time, leaving a 0.1
second gap between each frame to make a hypnotic effect or color
change.
• The Kaws art style was a little harder because it evolved a lot more
drawing compared to just creating shapes and copying and pasting. I
think the colors of both of these styles work very well together and will
be able to be merged into one single animation quite easily. I think for
an animation in this style there will need to be a lot more frames which
may be more time consuming but will hopefully be worth it in the end.

14. PRIMARY
RESEARCH

15. MUSIC
• Personally knowing a lot of people who are into streetwear, I
have an idea of what people who are into streetwear spend
most time listening to. For me and the people I know its
Techno music or Hip-Hop. I didn’t want to be bias so I created
a survey where most of the answers said Techno. I then looked
on Reddit on the streetwear subreddit and most people seem
to listen to Hip-Hop so this contrasted what my survey said.
Although I did find a small amount of people who listened to
Dance music which Techno comes under the category of. I then
asked 7 people I personally know (which may be slightly bias,
but I had to as a last resort) and 5 out of the 7 said that they
preferred Techno music. I have decided to go with techno
music because I think that it will allow me to do more colorful
and weird things with the animation as the songs are usually a
lot more upbeat and fast which means I can get things off and
on the screen a bit faster. This will mean that the overall pace of
the advert is faster which will keep bringing in new
components and keep the audience intrigued.

16. BIBLIOGRAPHY
• Streetwear Impact Report. (2019). Measuring Streetwear. Available:
http://strategyand.hypebeast.com/streetwear-report-market-statistics-global-trends . Last
accessed 20th September 2019.
• Molly Winter. (2017). Supreme Customer Profile. Available:
https://issuu.com/mollywinter/docs/supreme_c1a9a0e5e86512 . Last accessed 20th
September 2019.
• .... (2019). Gender Pay Gap Statistics For 2019. Available:
https://www.payscale.com/data/gender-pay-gap . Last accessed 20th September 2019.
• u/hparnell6. (2016). What Music Does r/streetwear Listen To?. Available:
https://www.reddit.com/r/streetwear/comments/3w5b9x/what_music_does_rstreetwear_liste
n_to/ . Last accessed 20th September 2019.
• My Survey: https://www.surveymonkey.co.uk/r/DZXHYDK