This document provides information about the target audience for a music video by Yungblud called "Hope for the Underrated Youth". It discusses demographics including gender (equal representation of males and females), ethnicity (trying to appeal to all but may be limited), age (focus on teen outcasts), region (British setting in London), and socioeconomic status (focus on working class). It also discusses relevant communication theories including Uses and Gratification Theory (focus on personal relationships) and Young and Rubicam segmentation (transforming "The Strugglers" into "The Aspirer").

1. Target Audience
JOY BRETT

2. Music video-
Hope for the underrated youth by Yungblud

3. Gender
 Male and female, because I want to engage as many people from the rock background as possible, and
both male and females listen to rock
 Equal representation of different genders so it is inclusive and all audiences are able to relate to it.
 The leads will be one male and one female. I want to do this as it will highlight that both genders can
be rock icons and leaders.
 Rock fans - appeals to both genders, not the stereotypical rock fan which would be just male.

4. Ethnicity
 I will try to appeal to all ethnicities, however not all ethnicities will be represented in my video.
As seen in the photo to the left, different ethnicities enjoy the music of David Bowie, therefore the music choice will draw them in, as I will be using the
song Under Pressure by Queen and David Bowie.
 I want my video to be as inclusive as possible, however this style of punk rock that I am going for is stereotypically only enjoyed by white people.
I will try to break this stereotype however. The song choice has proved to be enjoyed by a wider community, so I will incorporate this into the
video.
 May have different ethnicities as secondary or background actors, due to the style of rock I am going for that is not enjoyed by a wide
community.
 I may however be limited to only using two white lead characters, due to the availability of people who are willing to be used in my video.

5. Age
 Teen outcasts embracing who they are and what they look like. In a changing world this resonates a lot with the younger audiences who are
struggling to be accepted for how they look, and I want to counter this.
 Youth standing up against the violent stereotypes of their age group, so the audience can feel like they are ok, they are normal and they should
stand up for themselves.
 Teen romance.
 Youth protest and standing up against those who dislike them, and learning to embrace yourself.

6. Region
 British setting (London’s hotspots), as they are incredibly popular, especially with the youth group.
 Setting looks like it is from the 80s, with no technology being present, as I want it to be nostalgic of the 80s, as the 80s is a popular era especially
in terms of music, and I want to bring this excitement from the older generations down to a younger audience.
 I want my setting to be Urban vs Rural, with naturalistic, park and greenery settings, vs the Urban culture of London and the bright lights of the
city with its hotspots for my target audience. It will appeal to audiences from both backgrounds as they will be able to look at their own home settings
vs the alternative.

7. Socio-economic
 Lower class, because the target age group of 16-25 are generally in education, not work, and are therefore relying on their parents for things.
 Group E1 down as they will be from a working class background, because that is the biggest group that would be appealed to the ideas within my
video. It is a punk rock music video, therefore it is unlikely someone from the A1-C group would be appealed to my music video.
 Unemployed as they are students.
 Basic clothing as they are working class and are relying on their parents to buy their clothes, therefore will be less expensive and unbranded.

8. Blumer and Katz Uses and
Gratification theory.
 This video will be made for the personal relationship category. This is
because I want people from a certain rock background who may be
criticised for how they look to feel comfortable in their skin and proud of
who they are. I want my audience to embrace their differences and not shy
away. This is a current issue with the youth having body confidence issues
and I want to counter that. For this reason, it may also fit into the
surveillance category, as the audience will be able to see the link between
the music video and what we are seeing in real life.

9. Young and Rubicam
 In my music video, the people present will be known as 'The strugglers'. They are the ones who
are the outcasts and are different from the standardised 'average' person in society. These people
are the ones who are having to fight because they are different, and they are therefore appealing to
the audience members who identify in this category also. Because they come under scrutiny
everyday, their routine will never stay the same as they have a different battle with every changing
day, which we see in this video. What I want these characters to turn into is 'The Aspirer' as these are
the ones who are trying to fight against the negative outside perception of my target audience. I
want my audience to feel proud of who they are, and this feeling will reflect from the actors.