The target audience for Kid Cudi's song "Soundtrack To My Life" is 13-30 year olds, primarily males. Hip hop music of this type is generally listened to by urban, middle and lower class individuals. The psychographics of the target audience align most closely with "The Succeeder" lifestyle of being self-confident and goal-oriented. While hip hop videos often feature wealth and boasting, this video aims to challenge conventions by relating to the song's lyrics.

1. Target Audience
Manu Bhalla, George Burchmore, Hassan
Khan & Mohit Mattoo

2. Our Song Choice
• The song we have chosen to make a music video to, is
Kid Cudi’s song, Soundtrack To My Life. The genre of this
song, is hip-hop containing slow rap verses.
• This genre of music, is usually listened to by an age
range of 13-30 years, as researched.
• Our video will be a narrative based video.
• This video would most likely appear on music channels
such as MTV, AKA, Kiss.

3. Demographics
For this song and genre of music, there are a group of
people who would be more interested in this type of music
than others.
This group of people would most likely be between the
ages of 13-30 (obviously there may be some at higher or
lower ages) and also more males would be listening than
females.
There is not a specific class of people who would listen to
this genre, as all three Higher, Middle and Lower class
people would listen to this music.
People from urban locations would be thought to listen to
this genre of music more than others in rich locations, posh
towns etc.

4. Psychographics
For the song we have selected, the group of people living the lifestyle of The
Succeeder suits our genre and song more than other lifestyles, listed by the
advertising agency Young and Rubican.
The Succeeder is someone who is self confident, and has a strong goal orientatin or
someone who is organised.
The Struggler partially suits our song and genre, as the lyrics relates to the struggles
of the main artist, Kid Cudi.

5. Conventions
In most hip-hop videos, people would expect the
artist to be rapping about themselves, boasting
about their wealth, popularity etc.
However, our video challenges the typical
conventions of a hip-hop video in a way, yet the
lyrics in the song do relate to the genre.
We would most likely be having a stereotypical
urban location for our video and a typical male
artist.

6. Secondary Research
The research we constructed was Secondary, as we used the internet to find out
information about the kind of people that listen to hip-hop music, and Kid Cudi. We
used video statistics of the song we are doing, Soundtrack To My Life, and based on
those statistics we have got an idea of the age group and gender. The age group we
found was between 13-30 years, and the gender was mainly male, with some female
fans.