The document discusses primary research conducted to identify the target audience for an alternative pop music video. A vox pop and focus group with 17-18 year old girls found that the target audience is 16-21 year olds who enjoy socializing, music videos, and are influenced by artists' styles. Secondary research examined record labels like Atlantic Records that represent alternative pop artists similar to Delilah. Location mapping and fashion research identified popular areas for the target audience in London and surrounding towns, and that they follow trends wearing bold, patterned clothes.

1. Target Audience
By Grace Bradbury, Amy Balchin and
Mimi Dulake

2. Primary Research

3. Primary Research
For our primary research we decided to conduct a ‘vox pop’
where asked questions to various different age ranges and both
genders. This research gave us a clearer perspective on who our
target audience is and finding out what they look for in an
alternative pop music video.

4. Primary Research

5. Primary Research
RESULTS LIKE ALTERNATIVE POP DIS LIKE ALTERNATIVE
POP
9-12
NO YES
13-15
NO YES
16-21
YES NO
21+
NO YES

6. Primary Research
We also conducted a focus group with 17-18 year old girls. We
discussed what music video types they enjoyed and also what
genre they like. We spoke about alternative pop as it’s the genre
we chose for our music video, we then asked questions about
what they would expect to see in an alternative pop music video;
for example, clothing, location and editing. We also asked what
our focus group like to do in their spare time, their interests and
also their style and where they are most likely to shop for clothes.

7. PICTURE OF FOCUS GROUP

8. Our Findings…
From our primary research we discovered that the most popular age group that like
alternative pop was between 16 and 21. We found that this age range enjoyed
socialising in their spare time, listening to and watching music videos and also enjoy
sport. We also found out that this age range are influenced by what artists wear in
their music videos. What’s more, we discovered that the age group consume music
videos via music channels on the TV and YouTube, but the most popular way of
viewing music videos is on YouTube. It was clear that people in the 16-21 age range
knew what codes and conventions to expect in alternative pop music videos, such
as young fashionable people.
It was clear to us that people under 13 and over 21 do not tend to enjoy alternative
pop music videos, in fact, the majority of the 21+ group did not even know what it
was!

9. Secondary Research

10. Secondary Research
For our secondary research we looked on music websites such as
MTV, and we then had a look at the reviews within the genre of
alternative pop. The MTV website gave us information on Delilah
and her record label, this allowed us to research into record
labels which have signed alternative pop artists. Such as, Atlantic
Records, HyperDub Records and SyCo Music.

11. Secondary Research

12. Secondary Research
For our secondary research we also looked into the different record companies who work
with alternative pop artists. We discovered that Atlantic Records have signed the likes of
Marina And The Diamonds, Lykke Li and Christina Perri; which are all popular artists of
Alternative pop. We also found that Delilah was originally signed to HyperDub then
Transferred to Atlantic Records. The famous record label ‘SyCo Music’ founded by Simon
Cowell has signed very popular artists such as Labrinth.

13. Secondary Research
After researching into different record labels which all have artists of alternative pop, we
thought we would go further into research and compare an artist with
Delilah, to see what similarities and differences they have. As you can see from the images
below they both have similar styles: sharing the same fashion set of unique and stylish. After
looking at their music videos the both use similar camera shots such as close ups and extreme
close ups. The only difference of between these artists is the niche of music, but there target
audience is very a like.

14. Our Findings…
Our findings from our secondary research
Atlantic records – x3 record companies who work with alternative pop artists= write
about what type of companies your genre works with and who your artist would
work with?
Link with primary research- locations and areas of which your TA belong to- map
search and print screen
Link to primary- fashion/interests- cloths websites and find outfits of what your TA
would look like.

15. Secondary Research -
Location and Areas of our Target Audience
On the next slide you will see several map
searches of where we would find our target
audience ….

17. As you can see, we have focused on areas that are the most
popular with our target audience, for example, shopping areas
and food restaurants. We found this information out from
looking at our primary research; the vox pop and our focus
group.
We also found out that the most popular locations of our
target audience are mainly based in London, as there are
places that our audience enjoy such as Oxford Street and clubs,
and also based in big towns such as Reading and Windsor.

18. Primary Research –
What our target audience would look
like
We found out that our target audience would be between the ages of 16 and 21, who follow
the latest trends and fashion. The genre of our music portrays an image of unique style and
that taking a risk with fashion is positive. Our target group would be inspired by artists and
their style, so we researched into our target audience and imagined them to wear things that
are big and bold or brightly patterned with big jewellery/hair and bright makeup to stand out
from the crowd.
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