The homepage of Tinie Tempah's website is very busy, suggesting it targets younger audiences by feeling energetic and vibrant. This relates to Richard Dyer's theory of abundance by gratifying the target audience. The main image of Tinie Tempah uses the rule of thirds to draw immediate attention, with him holding New York to appear powerful and dominant, relating to Dyer's star image theory. The dark colors and male role model image attract more males, with the playful logo showing his humorous side to engage audiences. The interactive ads promoting his music keep audiences engaged and persuade them to buy his work.

1. Tinie Tempah Website Analysis
The initial reaction to the homepage of Tinie Tempah’s
website is that it is extremely busy. The business
suggests that the target audience is for the younger
generation as it gives an energetic and vibrant feel. This
relates closely to the Richard Dyer theory of abundance
where it allows gratification to the particular target
audience.
The rule of thirds brings immediate attention to the
main image of the mid-shot of Tinie Tempah. The
background of this image is photo-shopped, engaging
the audience, whilst he has New York in his hands it
gives the sense that he is powerful and dominant relating to Dyer’s theory of star image. His
costume coincides with the impression he is giving off, the black leather jacket and sunglasses allows
him to appear authorative. His target audience will aspire to be like him because of the power he
holds. The picture stands out against the black background of his homepage which creates mystery
but also asserts his dominance and allows the content of the page to jump out at the viewer
sustaining their attention. The typography is bold and contrasts with the background as it is white
this gives the information importance. Also, the capital lettering creates informality as well as the
text language used in the cliché phrase of ‘Milk & 2 Sugars’ which attracts the younger generation as
it relates to them.
The website attracts males more than females because of the dark colours used – purples, blues,
and blacks - and the star image being a male role model for teenage boys to aspire to be. His logo is
a playful in its cartoon-style; a mug with sunglasses and a moustache which shows him as a light-
hearted humorous character engaging his audience; it also gives a sense of recognition. The
interactive adverts promoting his latest singles and album are an engaging way to persuade the
audience to buy whilst sustaining their attention.
The navigation of the site is extremely easy to use so it is clear for young audiences. The lack of
complexity and the visual engagement allows the audience to want to return.