Audience Profile For Our Music Video

Group Work – Dawid Tomczuk (1494) Magdalena Zygmunt (1504)

Age & Gender• Looking back at our previous research we have come to a conclusion

that our target audience would be young individuals within the 16-25 age range. From various music video analysis we have found that the Dance music and its sub-genres focus on the younger demographic by including frames which portray energetic activities such as music festivals, gigs or even cliff jumping. This goes with the stereotype of young people being portrayed as wild and careless with their dynamic nature being mediated. This can be particularly seen within our Progressive House genre which is aimed at a younger audiences. It reinforces the stereotypical view of young people living their lives one moment at a time, following the “Carpe Diem” mindset. We believe that this view on the audience appeals to both males and females therefore we have chosen our music video to be universal for both sexes. As a result of this we target our music video at a wide range of consumers, which does follow the mainstream ideology of today's videos in regards to gender.

Race & Occupation • We believe that our music production will be mainly dominated

by the white race. This can be significantly supported through our research which represents the white race as dominant within the dance genre. This can be influenced through the mediated views as well as stereotypical associations of the white race being more associated with the Dance genre. Within the videos we gain a negative image depicting a more realistic and varied point of view apposed to the stereotypical image of the white race.

• Looking at our audiences occupation, we believe that due to their young age they would most likely live with their parents, attend colleges or universities and work in part-time jobs, allowing them to live the ‘wild’ social life.

Demographic & Psychographic• Linking back to the occupation and looking at the General Registrar Scale

we came to a conclusion that our audience would preferably fit into the C2 to E categorisation. This choice can be supported through the age of our audience, which is associated with higher education and part time jobs, meaning that they are not fully stable. They mainly take on manual work such as factory workers due to limited knowledge and skills. We additionally believe that the younger audience would follow the Mainstreamer and Aspire psychographic profile, as a result of the mediated view they are fed with on daily basis through the technological convergence. On the other hand, looking at the exception of the older audience (22-25 years old) we believe that they would fit into the C1 category due to them being more experienced in terms of knowledge and working world. However they would be still associated with the social/party lifestyle due to the reasonably young age. In terms of the psychographic profile for the older audience, they would more likely fit into the Succeder and Individual categorisation. This is because they are more financially stable meaning they spend their money on goods which reflect their success, while at the same time trying to portray themselves through differentiation and uniqueness.

Geo-Demographic & Mosaic• We believe that our audience would be mainly allocated in urban

locations such as large cities which offer them many possibilities to attend events such as music gigs or festivals. Their allocation would additionally allow them to live the stereotypical social life by attending clubs, which we believe emphasises their interest in Dance music. This interlinks with their Mosaic categorisation which ranges between Student Scene and Central Pulse within the ‘Rental Hubs’/O section. We have particularly allocated these categorisations to our audience as we believe that they fit into the “Entertainment-seeking-youngsters’’ who tend to live in locations close to work and night life. Moreover, their location would be significantly close to universities and educational centres. In relation to the older audience (22-2 years old) we believe that they would fit into the Career Builders category, who tend to be motivated singles/couples in their 20’s and 30’s progressing in their field of work; suggesting that they are more stable.