This document provides information about the rapper Jay-Z, including biographical details, career highlights, and demographics of his target audience. It discusses how Jay-Z's audience has expanded from primarily African Americans to a more mainstream, diverse group as his popularity and status grew. The document also includes descriptions of seven psychographic profiles (Explorer, Aspirer, Succeeder, Reformer, Mainstream, Struggler, Resigned) and provides examples of artists that may appeal to each group. It analyzes Jay-Z and his song "Young Forever" as appealing to the Aspirer psychographic due to its focus on image, status and perception. The document proposes targeting the Mainstream psychographic as well

1. A2 Target Audience
Presentation

2. JAY-Z

3. About Jay-z
• Born Shawn Corey Carter, Jay-z is an American rapper,
record producer and entrepreneur. He is one of the most
successful and well known hip-pop artist and a
successful entrepreneur in America with a net worth of
$500 million.
• He has sold 50 million albums worldwide and his rise to
success has enabled him to bring up artists like Rita ora
with his own record label called Rockefeller. During his
years as a hip-hop artist he has worked and collaborated
with other well established hip-hop and rap artists such
as Rihanna, Kanye west and his wife Beyoncé
• He then Married Beyoncé in 2008 and became a father to
a girl called Ivy Blue in 2012 .

4. Jay-Z Demographics

5. “Generation M: Media in the lives of 8-18
year olds” found that hip hop music is by
far the most popular music genre for
children and teenagers, with 65 percent of
8-18 year olds listening to it on a daily
basis- Wikipedia

6. Jay-Z’s audience when he started out
would have been a niche audience
aiming at African Americans from the
ghetto of whom he can relate to. As he
grew in status, image and popularity he
began to be a far more mainstream
artist with different ages and ethnic
groups listening to his music. This
enabled him and his record label to
profit from a larger fan base, being able
to perform at music festivals such as
Glastonbury and Reading, further
allowing him to reach his music out to
indie and rock fans. Also Jay-Z has
done various collaborations with
numerous artists, for example Linkin
Park with the album, Collision Course,
in order to adapt to survive in the
music industry through making music
new with the times.
http://behindtheartist.blogspot.co.uk/2012/09/beh
music-jay-z.html

7. Psychographic Profile

8. The Explorer
These people are driven by a need for discovery,
challenge and new frontiers. Young in nature, if not
in reality, Explorers are often the first to try out new
ideas and experiences. They respond to brands that
offer new sensations, indulgence and instant effects.
In short, difference is what they seek out. Their core
need in life is discovery.
Artists associated with Explorers include: -
Rudimental - because they have tried something
different from most artists and are very specific of the
Drum and Bass genre. Also they have tried various
collaborations with all different kinds of artists from
“MC Shantie” to “john Newman, indicating they are
always keen to try out new challenges and ideas,
discovering good collaborations. There music is
unique to most other mainstream artists, which
creates the concept of Rudimental being different.

9. The Aspirer
Materialistic, acquisitive people, who are driven by
others’ perceptions of them rather than by their own
values. As a result, they respond to what others
perceive as being superficial: image, appearance,
persona, charisma and fashion. An attractive pack is as
important to them as its contents. Their core need in life
is for Status.
Artists associated with the Aspirer include: - Eminem -
as they care a lot about there image because they try to
give messages to their audience through the use of
their song lyrics. This contributes to others’ perceptions
of them as the persona at which they are given off
singing the lyrics and their attitude towards it, highlight
their charisma. Also artists such as Eminem always
wear a lot of expensive jewellery is their music videos
and at their concerts to show their prestige and status
because it is their core need in life.

10. The Succeeder
Succeeders possess self-confidence, have a strong goal orientation and tend
to be very organised. As a result, they tend to occupy positions of
responsibility in society. Their investment in the status quo means they tend to
support it. When it comes to brands, they seek reward and prestige, and will
often seek out the best, because that is what they feel they deserve. On the
other hand, they also seek out caring and protective brands - their aggressive
attitude to life means they need to relax occasionally. Their core need in life is
for Control.
Artists associated with Succeeders include:- 50 Cent - because he came from
a relatively small/poverty hit background and made it all the way to the top,
achieving his main goal. Also in his music videos he is seen wearing
numerous well known brands that are very expensive, for example in his
music video of “We Up” he is seen wearing a Rolex watch while being in a
mansion, highlighting how he seeks out the best. - Calvin Harris and Ellie
Golding - because they have gained a huge reputation, which is shown with
them being invited to perform at events such as the Capital Summertime Ball.
This is shown in their music video of “I Need Your Love” as they are seen
enjoying their job, making music, as they are joking around indicating they
have achieved their ambitions they had when they were younger. Also in the
video they are seen using various high end equipment, for example, they get
in a helicopter and a speedboat, items that are associated with rich people. -
Kanye West - He always wears trendy brands, wore a Saint Lauren tee-shirt
in his “Stronger” music video and as well wore his white glasses, that became
a big hit showing his prestige. Also he has a great deal of self-confidence as
he is a solo artist and a strong goal orientation, otherwise he wouldn’t of got to
where he is today from his beginnings if he didn’t possess those qualities.

11. The Reformer
Don’t tell me what to do or what to think” says the
Reformer, valuing their own independent judgement.
Reformers are the most anti-materialistic of the seven
groups, and are often perceived as intellectual. They
are socially aware, and pride themselves on
tolerance. Reformers seek out the authentic and the
harmonious, and are often at the leading edge of
society. However, unlike Explorers, they will not buy
things just because they are new. Their core need in
life is for Enlightenment.
Artists associated with Reformers include: - The
Rolling Stones - They were received as symbols and
leaders of rebellious youth, highlighting the concept of
“don’t tell me what to do or what to think”, with them
as characters being very unique and whacky. This
promoted them as a band different from the
rest,helping then be at the leading edge of society.

12. the Mainstream
These are people who live in the world of the
domestic and the everyday. A daily routine is
fundamental to the way they live their lives. Their life
choices are ‘we’ rather than me’. As their name
implies, they are the mainstream of society. They
are the largest group of people within 4Cs across
the world. They respond to big established brands,
to ‘family’ brands and to offers to value for money.
Their core need in life is for Security.
Artists associated with Mainstreamers include: -
Wanted - because as indicated by the official UK
charts, they have a broad audience with their fans
being the mainstream of society. As well they are a
group that sing uplifting songs that all the family can
listen to, whom are a well established brand. -
Dizzee Rascal - As times have changed so has
music, as a result this artist has had to adapt to
survive in the music industry. By targeting a more
mainstream audience, collaborating with artists such
as Robbie Williams with “Goin Crazy” in order to
achieve this and becoming a established artist.

13. The Struggler
Strugglers live for today, and make few
plans for tomorrow. Others often see
them as victims, losers and wasters -
aimless, disorganised people with few
resources apart from their own physical
skill. If they get on in life, it will depend
more on a winning lottery ticket than
anything they do themselves. They are
heavy consumers of alcohol and junk
food. Visual impact and physical
sensation are an important element of
their brand choices. In essence, they
seek Escape.
Artist associated with the Struggler
include: - Linkin Park - as the people who
go to their concerts go in order to let
some steam out and escape from their
everyday life, to have a enjoyable time for
a few hours. Also the music that this artist
in particular plays is very emotionally
driven and is in the genre of rock.

14. The Resigned
These are predominantly older people
with constant, unchanging values built up
over time. For them, the past is bathed in
a warm nostalgic glow. They respect
institutions and enjoy acting in traditional
roles. Their brand choices are driven by a
need for safety and for economy. They
choose above all what is familiar to them.
In life, their aim is basic: it is to survive.
Artists associated with the resigned
include: - Tom Jones - He started out a
while ago so his core audience are of a
older age, who have been loyal
supporters all their lives because he is a
artist that is familiar to them. Also due to
them knowing exactly what there getting
with Tom Jones they feel an element of
safety in buying into the artists brand.

15. Psychographic profile of our audience
Our Psychographic profile of our
audience would be a Aspirer as the song
is about being “Young Forever” in terms
of image, appearance, persona, charisma
and fashion. Meanwhile, the artists who
sang the song, Jay-Z with Mr Hudson,
are of high status because of their efforts
to improve people’s perceptions of them.
As well it would also fit into the
psychographic area of the Mainstream,
as in order to get the largest fan base
and listeners we need to target the
psychographics that the greater of the
population are in.

16. Addressing and attracting our
audience

17. How would we do it?
• We would also address our audience within our music video by bringing it far close to home, as will be using a
younger age range within our music video. There would be no close ups on materialistic items but conceptual
images of a legacy. This would address it far close to home especially for the older sector within our artists
target audience who listen to rap and mostly to teenagers,who want to focus on the future and in how are they
going to leave their mark on this world. The song we chose, Forever young focuses on the issues of legacy and
the conceptual images that our target audience (Teenagers) can relate to such as parties and being social with
friends. The theme of legacy is what we would like to continue through out our video and this what we are
aiming at if we’re hoping our video to be a mainstream success.
• We are going to stick to the same black and white format that is on the video however with our mise en scene,
its going to reflect the aspect of a typical teenagers life as we are going to film at parties and parks as that is
what mostly teenagers are associated with and are most know to do in their spare time. This is how we would
address and attract our audience by rein acting partially their stages of life in an aim of legacy.