The document summarizes secondary research conducted to identify the target audience for a pop music video. It finds that the target demographic is primarily teenage females. Research from sources like YouTube, social media, and industry websites showed that most popular pop artists have a large mainstream female fan base between ages 13-34. While pop as a genre attracts both genders, female fans engage more with pop music and their favorite artists align with those mentioned in the document.

1. TARGET AUDIENCE
RESEARCH
By Jade Dowse

2. SECONDARY RESEARCH
This presentation will show the Secondary data research of
my chosen genre of pop, so that I can establish the
demographic information of my target audience for my
music video.

3. GOOGLE SEARCH
I looked up the most popular artists that were being mentioned most
frequently.
6 female artists and 5 males artists were frequently mentioned on the
internet.

4. BAUER MEDIA
Bauer Media is a website that manages portfolios of more than 600
magazines, 400 digital products and 50 radio and TV stations around the
world.
From Bauer Media, I have found out what brands that I think the people in
my demographic would like. I chose to look at what I thought my ideal
demographic would be into.

5. 4Music is a music and entertainment programme where you can see new
music videos, watch live performances and watch comedy and reality shows.
You can also see behind the scenes footage of big name stars and news of
the latest stars. It reaches 10.5 million viewers a month of which over 4
million are 16-34 year olds.
The Hits Radio plays the biggest hits to people between the ages of 15-
34 year olds. It plays non stop hit music and interviews the biggest
stars.
Absolute Radio plays music within the past five decades, which can be
accessed by a mainstream audience. It can be accessed by mobile
apps, Xbox 360, Smart TVs and online at their website.
CFM delivers the biggest songs of the moment from Ed
Sheeran, Calvin Harris, Taylor Swift, Olly Murs,
Coldplay and Sam Smith, everyday that listeners will
love.

6. FACEBOOK
AND TWITTER I looked at
social
networking
sites, mainly
Facebook and
Twitter, to see
how many
people like a
particular artist.
The artist that I
am doing, The
Bangles, has
over 400,000
likes on
Facebook,
meaning it is a
bit niche
compared to
the other artists
I looked at who
are more
current with

7. In comparison
to Facebook
and Twitter, the
genre of pop is
mainstream as
looking at the
group Maroon
5, they have
millions of
followers/likes.
Artists like
Heather Small
are niche for
their target
market as on
Facebook they
have over
7,000 likes
compared to
David Guetta
who has over
55 million likes.

8. YOUTUBE
YouTube is a video sharing websites that allows individuals or media
companies to upload, view and share videos.
YouTube is a great way to see how many people like a particular music
video or how many have subscribed to the artist.

9. Ariana Grande is a dance-
pop artist that goes with my
genre. An example of her
videos is One Last Time
that has had 113,498,188
views and 7,437,862
subscribers showing that
this genre is very
mainstream. It doesn’t
show if they fit into my
demographic but I know that
this genre is mainstream for
the audience and must
attract a wide demographic
of both genders and age
groups.

10. Jessie J’s Domino had
lots of positive
comments and has a lot
of subscribers and
viewers. Just like
Ariana’s song, it is
mainstream within this
genre.

11. Bastille’s Pompeii has over 200
million views on YouTube and has
lots of positive comments (even
across the globe as some
comments were in different
languages including the comment
that was added in French about
loving the song.) This shows more
evidence of this mainstream genre
of pop as it has a global success.

12. IMDVB -
HTTP://IMVDB.COM
/
IMVDb is The Internet Music Video Database. They find out information about the music industry and about music
videos.
I have found out the top music videos of all time and the most popular is ‘Gangnam Style’ by Psy with 2.4 billion
views.
For the artist that I am doing, I found the video that was made and the release frequency over time of their videos.

13. CHANNEL AKA
http://
www.barb.co.uk/whats-new/weekly-viewing-summary
This website shows the statistics for
the average daily reach per week of
particular shows on TV.
From my genre, Pop TV shows
represent a small percentage on a
daily reach but has a big percentage
share.

14. HTTP://MUSICMACHINERY.COM/2014/02/
/
This website has helped me establish what gender likes this
genre of music and it shows that mostly females like pop music
however looking at the chart on the right, both genders like the
same artists but not in the right order.
Some of the artists have songs in the genre of pop showing that
my genre is mainstream to the audience and that it draws
females the most attention.

15. HTTP://MUSICMACHINERY.CO
M/2014/02/13/AGE-SPECIFIC-
LISTENING/I have found on the same website as the previous
slide, the age demographics that like particular
artists and genres. Some of the artists are
mentioned in both lists opposite and can show
that particular artist is mainstream than niche.
However, more of the artists in the 13 year old
listeners are pop artists.
The table below shows how the artist’s own age
relates to the age of their fans.

16. HTTP://WWW.THEGUARDIAN.COM/MU
SIC/2015/MAY/19/NEW-STUDY-
REVEALS-LYRIC-INTELLIGENCE-
GETTING-LOWERI found a newspaper
article wrote this year
about the change in
music over the last
decade and its results.
When you go deeper
into the results, there
are lots of different
graphs showing
Andrew Powell-Morse’s
study of popular music.
The top pop artist was
Mariah Carey and the
genre differences in the
last decade for pop has

17. UK TRIBES -
HTTP://WWW.UKTRIBES.C
OM/
On the UK tribes website, I went on different social group’s pages to see
whether any of the groups liked pop music and I found that the
Mainstream group like pop music the best, especially Fan Girls who look
up to Cheryl Cole, One Direction and Justin Bieber. This means that my
target audience is mainly for young females.
These are the brands that Mainstream’s
favourite

18. Below are the common brands that
Fan Girls like

19. MY CHOSEN DEMOGRAPHIC
My chosen target audience demographic are females who are teenagers as
this demographic was the most common throughout my research. This can
lead into my primary research where I can ask my target audience about my
genre of pop in more detail.