TARGET AUDIENCE PROFILE

By Gaaron Clarke, Daniel Yip, Sonia Roy, Sophia Ng.

WHAT IS THE SONG?

The song that we have chosen to create a music video for is Deathwish by MiMi Soya. We chose this song because the genre is punk pop which has a numerous amount of generic conventions and creates imagery for us in order to make the music video intriguing for the target audience, e.g. Fast cuts which can synchronized with the fast paced music.

We also decided to choose this song because this type of genre appeals to a variety of people, this will also make them watch the music video since they enjoy listening to the song.

WHO IS THE TARGET AUDIENCE?

This song appeals to a variety of different people and mainly young adults and teenagers aged between 13-25. This genre appeals to them more prominently as these songs revolves around young love and conflicts which can be related to the young adults. This age group tends to be more interested and focused with the latest music and music videos which also makes them more intrigued to watch our music video.

These songs occasionally have explicit language or content which relates to love conflicts such as hidden love that parents might find inappropriate for their children, this results in them watching the music video before hand to see if the content is acceptable for their children which therefore makes them intrigued to watch it too. Older adults aged between 25-40 have experience in how music videos have changed and developed through the years which might still engage them to be enjoying that type of genre. Punk pop is an inspiration of rock and pop which has been existing for over 50 years.

TARGET SOCIO-ECONOMIC GROUPS

Socio-economic group A People within this group such as doctors and chief executives will be less likely to buy this CD or view our music videos for themselves since this Pop Punk is rarely listened to by older people. This type of music video presenting college love will not reflect their current life either thus making the music video uninteresting for them. However, they may view this video to see if this content is suitable for their children to see and buy which may be some exceptions involved. Socio-economic group B This group contains people such as teachers and bank managers who again will be less likely to view our music video since this does not appeal to them. However, this category of people can still be young and therefore still have the mindset of being young, they have experience of how music videos have changed in the years and therefore may be intrigued into watching our music video. These people such as teachers work with other young adults who may inform them about the music video thus making them watch it themselves.

TARGET SOCIO-ECONOMIC GROUPS

Socio-economic group C1 & C2 People within this group such as sales people and graduates from university will be our main target socio-economic group since these are the people that listen to the latest music and are more likely to watch our music video. Pop Punk appeals to a younger audience and the music video has a narrative about young love that these people can relate to more easily.

Pie chart showing the likely outcome of our music video being watched by different socio-economic groups. Group A Group B

Group C1 & C2

PSYCHOGRAPHIC PROFILES

So what type of people will watch our music video? We have established the socio econom groups and age but what about their personality? Everyone has their own personality and they are classified into categories such as rebels groupies which was proposed

Egoists- individuals who seek pleasure Our music video is both narrative and performance which means that it excites the viewers and creates pleasure. This w intrigues viewers to watch more and listen to the song more intently, egoists seek pleasure and therefore will seek to watch our music video. This also connects with the music video havin affective reasons relying by the gratification theory.

Psychographic profiles continued

Rebels- those who wish to remake the world in their image Rebellious teenagers will most likely be attracted to our music video since it shows rebellious behaviour. This can be related to their personality and therefore be intrigued to watch it as well as the aspect of humour is existent. The characters in the music video try to alternate a persons perspective of them and therefore remakes his world in their image which is what rebels tend to do.

USE OF GRATIFICATION THEORY

The music video we are creating is for entertainment purposes since we are using a performance style expressing the band with their live instruments. This also keeps the This music video also has a target audience engaged and more intrigued in narrative showing the love watching it several times, this would be less likely to happen if this was a social interaction between two characters which is quite prominent in pop punk issue since this relates to people who are music videos, this also raises interested in a certain type of news which will personal identity where the target become out of date. Music videos that signify audience can relate to this the entertainment allow the video to be situation in their past watched and favored by many age groups and experiences. This will make the different people resulting in the expansion of viewers feel the emotion from the characters and believe in the the target audience.
storyline therefore creating verisimilitude. Personal identity reinforces personal values and gives insight into ones self.

THE USE OF RECEPTION THEORY

Every media text including our music video will have our target audience either being accepted, negotiated or oppositional. Our aim is to deliver the storyline and message clear to the audience so that they can accept it and follow the main message. This allows them to understand the storyline and be able to explain it to their peers who will start to watch it too, but a negotiated view may not be negative. If the target audience feels to negotiate rather than accept, then they are challenging the storyline and understanding under their terms and their beliefs which will differ from everyone else. This creates a diversity of thoughts which makes our music video full of ideas that we did not anticipate.
Accepter Negotiator

EXAMPLES OF PEOPLE
What is your name? Sandra Winchester How old are you? 27 What do you work as? A primary school teacher. What is your favourite type of music? I like a variety of music but I enjoy R&B as my favourite artist is Usher, I also play piano so I have knowledge of classical music which I have learned to adore. Would you watch our music video? I know I used to be into Pop Punk and other genres of rock when I was in college but Ive died away from that now. However, I do enjoy watching Pop Punk music videos occasionally as it takes me back when I was a teenager in love.

EXAMPLES OF PEOPLE
What is your name? Ethan lane How old are you? 18 What do you work as? Working at ASDA but doing a Psychology degree. What is your favourite type of music? I absolutely love punk and rock since I was a child and I hate rap music. Would you watch our music video? I would definitely watch your music video since it is Pop Punk and most of my friends are into this type of music too. I also can relate to a storyline of teenage love since I am experiencing that at the moment.

EXAMPLES OF PEOPLE
What is your name? George Carmwell How old are you? 49 What is your career? A surgeon working at Mayday hospital What is your favorite type of music? I dont like what the young people are listening to now days and I prefer the classic artists such as Frank Sinatra and Johnny Cash, my favourite genre of music would have to be Rock n Roll. Would you watch our music video? The idea and concept of your music video sounds great but I dont think I would enjoy watching it, it seems to attract a younger audience such as my daughter. Speaking of which, I may watch it to see if the content is suitable for my daughter Helen as I know some rock songs have explicit language and inappropriate content.