To define our target audience we must use GRASS because this is the easiest way. By using the GRASS method we will be able to find out the Gender, Race, Age and Socio-economic Status.
Gender- This genre of music will appeal more to the male, on the other hand a female audience should be considered as well since the world population is majority women. And this should not effect the artist when they are catering for an all-round gender audience.
Race- In this music video, race should not matter because this genre of music which happens to be Grime has developed from a black ethnicity, although the actual artist comes from a white background and he comes from London. In London there are different types of races so the artist from Example must have come across different types of race other than white British, in order to produce his kind of music. This would appeal to all different types of races because Grime music is becoming more popular by appearing in the UK Top 40 chart. For our artist we want him to appeal to all races with his kind of music he is presenting in the music video.
Age- Our target audience will be aimed at a young audience between the ages of 16-25 because Grime music is more appealing to a young audience than older audience. This could be due to the fact that many teenagers use the internet to watch music videos and they consume music by downloading them through programs such as iTunes. The majority of teenagers have hand held devices which allows them to access the internet and this would benefit the artist greatly since our target audience is young people.
Socio-Economic Status- There are 6 groups in the socio-economic scale, and this depends what job or occupation will define our target audience. By using these groups, this should help us when it comes to marketing to what class of audience. Since our target audience is young, A and B are going to be missed out clearly because A and B group represent people who are in well paid occupations such as teachers or higher managerial.
A- Upper Class- Business Professionals
B- Middle Class- Middle Management
C1- Lower Middle Class- Trades and Supervisors jobs
C2- Skilled Working Class- Blue Collar Workers
D- Lower Working Class- Manual Workers
E- Subsidence- Pensioners and Unemployed
All above represent our target audience because our audience is young and barely started employment and still a low class compared the A and B categories.
Psychographic Profiling
Young and Rubicam's Cross-cultural Consumer Characteristics
To define our target audience we must use 4 sections of these characteristics to make sure it will appeal to the right audience.
Mainstreamers- 40% of the market is the largest section of the market which appeals to our audience and as our genre is Grime, it will also appeal to an R&B audience we have decided since Grime has developed from R&B.
Aspirers- We are using this to define our target audience because our audience are motivated by status, word of mouth and is very popular with other kinds of audience. The aspirers represent people who dress smart, high tech and own high fashion goods.
Secondary Audience
Our secondary is should appeal to female since the other half of the population is female. An ideal secondary audience would be both genders between the ages of 25-40 years old as they may have grown up with music genres such as Hip Hop, R&B where Grime music has developed from. This could also affect the socio- economic status, A-E because an older audience should show workers who have well paid jobs since they are not representing a young audience. Every artist have a primary target audience but it is important to include a secondary so it appeals to a wider audience.
Maslow's Hierarchy of Need
Our music video is going to be aimed at our target audience which will fulfill their basic needs of Love and Belonging, Esteem and Self-Actualization. These needs are represented in the video because choice of our song is displaying Love, esteem and Self-Actualization within the lyrics. This will be carried out through our music video as the audience wants to feel closer to other as if the lyrics and music video meant something to them and hopefully they will keep on watching the video throughout the duration of film. Confidence can be created in music videos because respecting other and by others, this will develop self-esteems as audiences may feel a new type of confidence where they are able to talk to people they don't know about music they like which will make they feel good about themselves and this would achieve the need to fulfill happiness. Self-Actualization is developed in our music video because when the person watches the video it will show them the creativity, problem solving and acception of how people are.
The Uses and Gratification Theory
In the book 'Sociology of the Mass Media' , Blumler, McQuail and Brown identified four major categories of need which the media serve to gratify:
- Diversion- This video offers some form of escape or emotional release from everyday pressures for our audience. The video sends out a message in the lyrics and in the music video, that imagining life without your beloved one ' kickstarts' love again. In the music video we have concentrated on the word love and will present it in our music video so the audience can relate to it. Since a man is singing our song, this should appeal more to a male audience because perhaps a man can relate to how love feels due to his own person experiences.
- Personal Relationships- In the music video, we are trying to grab a relationship with our audience by presenting close up shots in the video, and that eye contact with audience when our artist is singing. Since the lyrics are about love, it suggests that male audience could relate to because our artist is male so there should be a connection between artist and the male audience.
- Personal Identity- In this video the brand image we are trying to embrace to our target audience. In the music we are trying to send out the message about love towards our male audience by relating real life experiences such as heart break and how love operates on the mind where a male could have doubts but when imagining life without his beloved one it reminds them why they loved them in the first place. We want our artist to act confident towards the audience to show that he is not scared to admit to his true feelings. In the music, our narrative is typical because it is about love which always concurs people's beliefs and wins over the person's heart.
- Surveillance- Since our target audience is young where it ranges between the ages of 16-25, the music video represents young love where young people are experiencing these new types of feelings towards other peers. In our music video we are including a dance seen which emphasizes youth within the video since thats what teenagers and young people should do in their lives ' go out and have fun'
This picture presents young people and emotions such as love which I have explained about in the Gratifications Theory.
By using this method, you will be able to see similarities to socio-economic status as it involves grouping into smaller groups based on variables such as age, gender, geographical area, class, economics, religion, sexuality etc.
Geographical Area- It did matter where the audience is from or came from because Grime music has developed from urban backgrounds and only a few years ago Grime music was not popular as it is now. It doesnt matter where that person comes from now because Grime music is for everyone since it has hit the UK Top 40 Charts.
Sexuality- This should appeal to all sexualities because we are not excluding people due to their sexuality. Our music video appeals to all audiences.
I have chose this video from the UK Tribes website http://uktribes.com/ because urban are the closest audience to our music genre. I think this type of audience works well for our target audience because we see how they look, act and their background. This shows us a image of what our target audience shall look like.
http://uktribes.com/urban
This video is about DIYers which is the closest video I could find to an urban audience. http://uktribes.com/?p=article&id=24&article=202
I have researched into UK tribes to find out more about urban and DIYers to see what there likes and dislikes and what kind of music they listen to. This our audience we are trying to aim our music at.
http://uktribes.com/?p=article&id=24&article=209 << another link that is do with making Grime music which shows he's young and shows what target audience we are aiming at.
Aimee
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