- Devlin is a UK-based grime artist from Dagenham who started as an independent artist before joining a group called "the movement" to become more known in the music industry. - He now works with other artists like Labrinth and Ed Sheeran to broaden his audience and gain more fans. - Devlin's target audience is primarily located in the UK, especially London, and is mostly male aged 17-19, as grime music appeals more to a young working class demographic.

1. Target Audience
Jordan Welsford
Monday, 6 October 2014

2. Devlin is a UK based grime artist born in Dagenham. He is a
young English rapper born in 1989. He started off as an
independent artist before joining a group known as ‘the
movement’. This is a group of artists who come together and
create songs and mix tapes as a group. This allowed Devlin to
become more known in the music industry and expand on his
extremely independent status in which he had from the start.
However, he soon left the group and decided to become a solo
based artist. Today, he is one of the UK’s leading rap artists.
Other artists in which he works closely with include Labrinth
and Ed Sheeran who are featured artists in some of Devlins
songs. This allows him to broaden his target audience to gain
more fans.
Devlin
Monday, 6 October 2014

3. Devlin
Monday, 6 October 2014

4. Demographics (Figure 1)
Monday, 6 October 2014

5. In Figure 1, you can see that a large amount of download figures
are based in the UK. This is due to the fact that Devlin is a UK
based artist. Within the UK, the top city where the downloads are
located are in London. There are approximately 7, 976 total
downloads within this area. This is because London is the capital
and it is close to the area of Dagenham where Devlin is from.
The location at which the fans are based are very similar to the
location at which the downloads take place. The majority of
Devlins’ fans are based in the UK, shown in figure 2. This is also
due to the fact that he is a UK based artist with no intentions to
expand internationally unlike artists such as Dizzee Rascal who
thrive to be a star. This can be suggested by the song ‘Holiday’
which Dizzee Rascal created in 2009. The tropical location used
Demographics(Figure 1)
Monday, 6 October 2014

6. Demographics (Figure 2)
Monday, 6 October 2014

7. Grime and rap music is normally consumed by a
young audience aged approximately between 15-
25. This is because the music often has elements
inside the lyrics, the music or the video that they
can relate to. A good example of this would be
‘’Runaway’ by Devlin. In this song, the lyrics have
strong emotions attached with them which types of
people such as the ‘strugglers’ can relate to. Click
the link below to view this video
http://www.youtube.com/watch?v=Lv5uWbszvB8
Demographics
Monday, 6 October 2014

8. Demographics
As you can see in this image on the
left, the majority of the fans linked
to Devlin are male (56%) compared
to the female total (44%). Aswell as
this, the largest number of people
that listen to Devlin are aged
between 17 and 19 of both genders.
This is because the genre of grime is
common to be popular to the
younger population.
Monday, 6 October 2014

9. Demographics (Class)
Monday, 6 October 2014

10. Devlin targets his work at the ‘working class’. These
people are normally unskilled with basic jobs such
as cleaning. This is because of the young audience
which Devlin targets would generally have a small
basic job or are even still in education.
Demographics (class)
Monday, 6 October 2014

11. Because Devlin is a UK based artist, the
main culture he would target is British
Culture. This allows him to focus on one
small part of the world where they would
understand his music more than an african
culture or a chinese culture. This is also
partly due to the fact that some of his songs
are based around problems that occur in the
UK.
Demographics (culture)
Monday, 6 October 2014

12. Psychographics
Monday, 6 October 2014

13. Struggler- the struggler is one of the types of people which
Devlin targets. This can be shown specially through his song
‘community outcast’ where the lyrics strongly relate to this
category of people. A stereotypical group of people who listen
to grime/ rap would be known as ‘chavs’. This is a group of
less successful people in society who are stereotyped as
causing trouble.
Aspirer- I would also say that the aspirer is a small part of
Devlins fans. This is because the aspirers are very conscious of
their visual image and status which is similar to rap artists.
Devlin is not so conscious of his visual image unlike Jay Z or
Kanye West because he just wants to rap and has no
reputation to keep up due to his streamlined UK based career
Psychographics
Monday, 6 October 2014

14. Linear Narrative
If I was to decide on creating a narrative based
video, the narrative itself would be kept as plain and
simple as possible. This would enable the video to
be understood more, especially because the grime
genre appeals to the lower class who normally
appear to not be as educated as others, or they had
a rough childhood. Also, I would use certain mise en
scene which the lower class would be able to relate
to ( branded tracksuits). Tracksuits are the
stereotype for young teenagers within the working
class.
How will I attract the audience
Monday, 6 October 2014

15. Camera Work
Throughout the video, I would use a wide variety of camera
shots to keep the viewer intrigued and to reduce the danger of
the video getting boring. The more interesting the video will
be, the better impression it will make on the artist.
Andrew Goodwin
I will use a technique known as ‘notion of looking’ where the
artist looks directly into the camera to drive a message to the
viewer or to create more contact between the artist and the
viewer through the video. There is an example of this in the
video ‘brainwashed’ by Devlin where a screen is within a
screen in some parts of the music video. This may be a motif
which I could develop further into creating my music video.
How will I attract the audience
Monday, 6 October 2014

16. Mise En Scene
Mise en scene will be key to drawing my audience
in. In the video, I will attempt to use similar
clothing to my young target audience so they can
relate to the video. This would also allow them to
appeal more to the video by having certain brands
which they prefer. Brands such as Nike and Adidas
are the most common for the grime/rap genre.
Andrew Goodwin
This is another area of Goodwins rules where by the
music video demonstrates genre characteristics.
The clothing would play a key part in this as
explained above.
How will I attract the audience
Monday, 6 October 2014