INITIAL RESEARCH
I started by going on websites where people had already asked
questions about the target audience for Dub...
INITIAL RESEARCH
I then expanded me
research by looking at
and asking questions on
other social networking
sites such as T...
From asking questions on Tumblr I had a few
replies back and found that many people
thought that the main age range was be...
FINDINGS
As you can see on the previous slide, when I searched tags on
Tumblr such as , , #Skream
and #Modestep I found that a larg...
However, this does not mean that our target audience will be Spanish or
European.
Many of the club reps and DJ‘s that tour...
TO ELABORATE…
Although our target audience member would be originally from London,
they would be living in the north of En...
RECAP?
To recap, what I have deduced from research about our average
target audience member so far is:
They are originally...
This meta study from the BBC in
2009—10, is one of many
that illustrates that
Nottingham is a northern
college that has th...
Many mainstream Dubstep songs also have female vocals, if
there are lyrics at all, to appeal to female audiences.
E.G:
Exa...
I analysed one of the main Dubstep forums
to get a better sense of Target audiences.
From many of the posts, the people sp...
This table shows the most
popular baby names in the
UK up to 1994, however our
average target audience
member would have b...
SECOND RECAP?
Okay here we go!
Name: Emma – One of the most popular British baby names of 1995
Address: East/Central Londo...
In this case, a
local newspaper
would be the
Nottingham Post
Our target audience
member would also read
quite gossip type
magazines. As these
magazines often have
details of upcoming
...
Another thing I found on the Dubstep website is that
many of the users were interested in new technology
and gadgets. Ther...
Students usually rely on cheaper foods and on average eat less fully
home cooked meals than if they were at home. Therefor...
Above is the Topshop website. I believe that our average member of the target Dubstep
audience would buy most of her cloth...
Urban outfitters is another store that she would buy her clothes
from, for much of the same reasons as Topshop. Also, both...
Redbubble is a brand that she would be into because their clothes and accessories
have quite a unique edge. The products a...
LAST RECAP AND FINAL THOUGHTS
My final analysis of Target audience leaves me with the profile for
Dubstep ,and thus our ta...
Spare time: Spends her time on the internet and
socialising. A s well as clubbing and raveing.
Newspapers: The Nottingham ...
Audience Research
Audience Research
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Audience Research

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Audience Research

  1. 1. INITIAL RESEARCH I started by going on websites where people had already asked questions about the target audience for Dubstep songs. As you can see, above is the answer that was voted the best answer by voters on Yahoo answers, which means it is a viewpoint of many people. This answer states that Dubstep is aimed at 18+, because this is the youngest age you be to enter a club, and a club scene is the usual place where Dubstep music is played and promoted.
  2. 2. INITIAL RESEARCH I then expanded me research by looking at and asking questions on other social networking sites such as Tumblr. This is because Tumblr is a very popular social networking site amongst young people interested in music and media, therefore I could see if my findings on this site would challenge or confirm my data that suggests that Dubstep is aimed at people aged 18+
  3. 3. From asking questions on Tumblr I had a few replies back and found that many people thought that the main age range was between 13-17. This is because they thought that whereas a few years ago Dubstep was more of an underground genre, it has now recently become mainstream and popular, therefore teenagers in this day and think it is the sound of their generation. In return, record companies use teenagers to keep Dubstep becoming more and more mainstream.
  4. 4. FINDINGS
  5. 5. As you can see on the previous slide, when I searched tags on Tumblr such as , , #Skream and #Modestep I found that a large percentage of the blogs that came up that had a lot of Dubstep related content belonged to European people, and in particular Spanish people. This inspired me to find out why this was, and It made me realise that the biggest party districts are in Spain, which are Magaluf and Ibiza, with Ibiza being the biggest. The majority of the music played in these party districts is Dubstep and Commercial electronic, therefore a lot of Spanish people living near these regions are subjected to different styles of music within this genre and thus is reason for my findings of many blogs dedicated to their love of this Dubstep ,which they have grown up with.
  6. 6. However, this does not mean that our target audience will be Spanish or European. Many of the club reps and DJ‘s that tour around these party districts play Dubstep music because the highest amount of people that go to party districts are from Britain, more specifically London. Hence our name DJ‘s and club reps play Dubstep to cater for the British market that are coming in to consume the club scene, as this is the music usually played in our local clubs in Britain. Therefore this research has allowed me to narrow down that our average target audience would live in Britain According to many sites such as International Staff, the cost of living is highest in London than anywhere else in Britain. Therefore our average target audience member would ideally originally be a person from London who has been influenced by Dubstep music by the thriving rave and clubbing scene in places like Soho and Central London,
  7. 7. TO ELABORATE… Although our target audience member would be originally from London, they would be living in the north of England studying at University , because studying and living in the North of England is cheaper than studying and living on student funds in London. This would then allow them to have a greater amount of money saved to go abroad to party districts, as the majority of British people going abroad to party districts or going to festivals which promote Dubstep to the fullest, is Students going in the summer, holidays, or ―University Friend trips‖. Also known as ―Lad weekends‖ or ―Girls trip‖. Pictures from Student
  8. 8. RECAP? To recap, what I have deduced from research about our average target audience member so far is: They are originally from London, but currently study in the North of England. More money saved and available allows them to go out and abroad more to clubs, club districts and festivals where Dubstep is promoted the most. To narrow it down further, they are White –British. Favourite holiday destinations would be clubbing districts such as: Magaluf, Malia, Ibiza, Cancun, Tenerife, Ayia Napa, Kavos, Kos (Lagunas)
  9. 9. This meta study from the BBC in 2009—10, is one of many that illustrates that Nottingham is a northern college that has the highest percentage of students coming from London and the South east. Therefore this data can tell us that our student would have originated from either East or Central London and relocated to Nottingham to attend Nottingham university and live on campus or in student accommodation. Nottingham is also known for it‘s booming Nightlife. My research into which gender clubbing is aimed at shows that it is aimed more at girls than boys. This is because if the club atmosphere attracts more girls, then more boys will come for the girls. So, our average target audience member for Dubstep is a female. This may also explain why most of the people that answered my question on Tumblr were
  10. 10. Many mainstream Dubstep songs also have female vocals, if there are lyrics at all, to appeal to female audiences. E.G: Example of female vocals on mainstream Dubstep songs
  11. 11. I analysed one of the main Dubstep forums to get a better sense of Target audiences. From many of the posts, the people spoke about their ―car‖ sound systems. This indicated to me that a lot of people that listen to Dubstep drive Relating this back to my previous research this suggests that a specific age of the average target audience member would be aged 18. This is because this is the youngest you can be to have a full licence to drive and go clubbing, as well as be starting university
  12. 12. This table shows the most popular baby names in the UK up to 1994, however our average target audience member would have been born in 1995 if they are 18 now. As you can see, the last time before our target audience member’s birth year was Emily, however this name changed into Emma, which was in the top ten most popular UK baby names until 1995. Therefore our target audience member would be called Emma, a popular baby name at the time of her birth, widening the amount of people that fit the specific target audience details.
  13. 13. SECOND RECAP? Okay here we go! Name: Emma – One of the most popular British baby names of 1995 Address: East/Central London: Locations such as Soho and Shoreditch, and Leicester Square are the birthplaces of different styles of Dubstep. Age: 18 years old – The youngest age you can have a full licence in Britain and the youngest age you can enter clubs and go to clubbing festivals and holidays. As well as the age you can start University. Gender: Female Ethnicity: White, British Occupation: Student and a part time job in retail – A common part time occupation that students take to accommodate their busy student timetables and help towards paying their student apartments or rented room on campus. Mode of Transport: Has a drivers Licence, but she uses her 18+ Oyster card because it is cheaper than the price of petrol and she has to make cuts on her student budget. Favourite Holiday locations: Clubbing districts Why they like this genre: A part of Raveing culture
  14. 14. In this case, a local newspaper would be the Nottingham Post
  15. 15. Our target audience member would also read quite gossip type magazines. As these magazines often have details of upcoming events at the backHowever, because our target audience member is a young adult, but still a teenager, and raised around technology, they would be more interested in Social networking sites and app to read articles, than in newspapers or magazines. Twitter and Tumblr accounts would also help her connect with her favourite Dubstep artists and take up large amount of their free time.
  16. 16. Another thing I found on the Dubstep website is that many of the users were interested in new technology and gadgets. Therefore our member of the target audience would have some new age gadgets that she could afford from Student grants and money she has saved up. This would be gadgets that she needs for college, such as the laptop and phone, as well as gadgets that most teenagers are interested in, such as the speakers and headphones. The headphones are Dre Beats, which are one of the most popular and fast selling headphones of all time. The phone is another popular and common smart phone. Interestingly, the new IPhone 5 already has Instagram pre-downloaded, showing how big it has become in modern society and how common it is to have.
  17. 17. Students usually rely on cheaper foods and on average eat less fully home cooked meals than if they were at home. Therefore a cheaper supermarket that sells ready made foods and groceries is Sainsbury‘s. The website for Nottingham university also states that there is a large Sainsbury‘s nearby along with privately owned grocery shops and student union shops. Our target audience member would drink fizzy drinks such as Coca-Cola. I gained this answer from research from the smile clinic and the BBC that showed that these are the most consumed drinks amongst teenagers, and thus the greatest cause of bad teeth. Whilst researching drinks, I found many websites for student forums, which taught students how to hide the smell of alcohol on their breathe. Coupled with the idea of Dubstep being made more clubbing scenes, our average target audience member may also drink typical club drinks such as vodka and coke.
  18. 18. Above is the Topshop website. I believe that our average member of the target Dubstep audience would buy most of her clothes from here because it is very ‗High street fashion‘, which is the trend at the moment, especially in places such as Shoreditch. It is also the type of fashion you would see on Tumblr websites. The clothes can go from extremes of be quite plain and simple, much like the style of Dubstep artists such as Skrillex to quite loud, like some more commercial Dubstep artists like La Roux. It also means they can buy clubbing outfits from here.
  19. 19. Urban outfitters is another store that she would buy her clothes from, for much of the same reasons as Topshop. Also, both these shops give student discounts.
  20. 20. Redbubble is a brand that she would be into because their clothes and accessories have quite a unique edge. The products are also inspired and centred around Dubstep. Everything from artist to sub-genres. It also features artists that are both mainstream and still quite underground so it promotes other Dubstep artists, which will motivate our average member of the target audience to research their songs, as she spends most of her time on her phone or laptop internet, or apps.
  21. 21. LAST RECAP AND FINAL THOUGHTS My final analysis of Target audience leaves me with the profile for Dubstep ,and thus our target audience: Name: Emma – One of the most popular British baby names of 1995 Address: East/Central London: Locations such as Soho and Shoreditch, and Leicester Square are the birthplaces of different styles of Dubstep. Age: 18 years old – The youngest age you can have a full licence in Britain and the youngest age you can enter clubs and go to clubbing festivals and holidays. As well as the age you can start University. Gender: Female Ethnicity: White, British Occupation: Student and a part time job in retail – A common part time occupation that students take to accommodate their busy student timetables and help towards paying their student apartments or rented room on campus. Mode of Transport: Has a drivers Licence, but she uses her 18+ Oyster card because it is cheaper than the price of petrol and she has to make cuts on her student budget. Favourite Holiday locations: Clubbing districts Why they like this genre: A part of Raveing culture Shopping: Buys her groceries at Sainsbury‘s and local grocers as well as student
  22. 22. Spare time: Spends her time on the internet and socialising. A s well as clubbing and raveing. Newspapers: The Nottingham Post, Local Newspapers Magazines: Ok magazine, gossip/celebrity magazines. Also articles on social networking sites. Gadgets: Smartphone, Laptop, Speakers(to hear the Dubstep base), Headphones – Very music orientated. Brand: Attracted to Redbubble Dubstep brand Favourite retail shops: Buys her clothes from Topshop and Urban Outfitters – The urban unique edge and simple, but trendy clothing. As well as student discount. Favourite drink: Fizzy drinks and alcohol.

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