The document summarizes secondary research conducted to identify the target audience for a pop music video. It finds that the genre of pop is mainstream, appealing to both male and female teenagers and young adults. Research of popular artists on YouTube, social media platforms, music charts, and TV shows demonstrated that pop has a wide reach across demographics but particularly attracts female teenage fans. Research on websites profiling music tastes by age and gender showed that pop appeals most strongly to teenage girls, which the document establishes as the target demographic.

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 demographics 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 TWITTERI 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
millions of likes
such as Bastille
and Bruno Mars.

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/like
s. Artists like
Heather Small
are niche for
their target
market as on
Facebook
they have
over 7,000
likes
compared to
David Guetta

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.COMIMVDb 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.C
OM/2014/02/10/GENDER-
SPECIFIC-LISTENING/
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.COM/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/MUSIC/2015/MAY/
19/NEW-STUDY-REVEALS-LYRIC-INTELLIGENCE-
GETTING-LOWER
I 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
been average.

17. UK TRIBES -
HTTP://WWW.UKTRIBES.COM/
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 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.