Target Audience

Target audience is very important in considering who we want our music video to be watched by and who it targets. Our video was the genre of Indie rock and our target audience is for people in their late teens and early 20’s. From doing research on the artist we believe this is the target audience that he tries to persuade into liking his music. Jack Penate is the artist and is a young man in his 20’s and he is also known to be a DJ in his early years. Therefore, he has a youthful background and the target audience is therefore, explained into late teens and early 20’s. So to attract our audience our video had to have some young influential images to do with the song and it also had to have some performance involved. We believed this idea would be unique and would attract our target audience in the best possible way. We used various camera angles to take shots of Jamie the performer. We also reaserched Jack Penate's videos to see what camera angles he used so we could make the video as realistic as possible. Shots included close ups, medium close ups and long shots and finally shots from side on in a whip pan movement. Editing is also very important when creating the music video because, it had to emphisase the genre type. Our first draft was a mixture of conceptual and narritive and we realised that from the editing techniques we used. To improve upon this we used perfromance and narritive as they link well together and with the genre of music. Editing techniques included frequent cuts at a fast tempo, and or in beat with the song, we used wipes to change scenes as this made a very urbany effect and finally we used a lot of POV (point of View) shots to show where abouts we were and to show the narritive side of the song. Finally to make the music video attractive to our audience we had to think about costume. Costume was used to make Jamie look like he was a indie type rock artist. Therefore, we used a shirt (green buttoned up) he wore a grey bobble hat black skinny trousers and boat shoes. We believed this was the right look for the genre of music. Furthermore, mise en scene included the lighting techniques our first location was a well lighted white wall where the performance took place this was used to show the artist clearly and to makesure we attracted the right audience. Our second location was in the drama studio and we used black drop outs and a white board with one spot light to identify the performance and the artist. A range of locations for the performance we felt was key because it showed the artist in different views and shows a bit of creativity with in the group. All these aspects are aslo used to create a picture for the right target audience.
Target audience research also had to have some statistics involved in it. For example gender split, age ranges and where abouts they live. The gender split for our music video is about 60-40 boys to girls, the reason being is because an indie rock group may traditionally attract more boys than girls and the youthfulness involved may be more over in boys humour than girls. The age range as I have already explained may be between 15-22, the reason being is because this type of music may stereotype later teens and early aged 20 year olds because of the way it is produced. Finally the area in which people live in may be a factor on who likes it. I believe that this sort of genre would come across to people living on the suburbs of cities and to some people in the inner city areas.
This then links to the demographics of the targeted audience. Demographics is most commonly described as, the most recent statistical characteristics of a population. Our demographic audience applies to people living in the middle class jobs so people such as, teachers and graphic designers. Furthermore, it also applies to the demographic group of low middle class people and people at the lowest end of pay. These include students and mainly young people involved in this category. Furthermore, the formation of demographics also follows on to psychographics, these are people who are defined by the way there personality is. Marlow’s Hierarchy is the results into how the segmentation of groups is split. It isn’t just split into personality types it also includes the levels of self esteem that may affect the type of genre a person may like, the safety needs and physiological needs of the viewers. The psychographic viewers for our target audience would be people who are, explorers because the upbeat tempo of the song may be described as a way of discovering, the struggler type may also come involved because of the age range we have made our target audience proven to. These people make “few plans for tomorrow”. These two categories are the psychographic audience that we as a group have tried to attract. The reason being is because our song is upbeat and we believe this is who it would come across to the most.