Audience Profile:

Our target audience is primarily geared towards those who are interested in current affairs, fed up of the way the country is being run and very politically opinionated. As a result of this, I would say that our age range is around 1830 because this topic requires an element of maturity but the character(s) are quite young, and so it is more relatable to the individuals within this age range. Additionally, our audience are likely to be male, primarily because of the use of a young man as the two main characters within the split-screen, this poses as more of an identification for males and less so for women. However, if we had executed the same idea with a female lead then it would be the other way round, so the age and views arent necessarily influenced by this choice, instead perhaps more the gender roles. Furthermore, the target audience are more likely to be caucasian, again, only because the young white male lead is easier to identify with.

Social Class
Our music video and print production deal with the binary opposition between classes, primarily between the A class, whos jo b roles usually include a managerial/executive position within corporate or government organisation and the B/C/D classes, involving the lower middle class, skilled laborers and the working class. Therefore, we are targeting this B/C area as these individuals are more commonly passionate about the social divide between classes and in-equality of wealth. Moreover, it is evident that these classes are passionate about the class divide from some of the footage we have recorded in the music video; the teacher protest indicated that individuals within this profession and similar stand up for what is right, knowing when the higher classes are unjustly acting to create smaller money and difficulty within lower class sectors. Teachers could be seen as fitting within the C category, or the lower middle class in terms of social ranking and so it is safe to assume from the evidence that this collective social class are more likely to be apposed to social inequality.

Additionally, this means that individuals within our target audience are likely to be well educated, such as A-level qualifications or higher and furthermore have an interest in current affairs. This combination as well as the spirit to actually oppose unjust movements is a quality that the majority of our targeted audience will hold.

Style
Members of our target audience would likely have a dress sense and style similar to the protestor character within our music video, clean and casual, with the absence of expensive brands such as Louis Vuitton, Gucci, Prada and more focused upon cheaper brands, or unbranded products. This links in with their social class as discussed in the previous slide, although not all of the B/C class individuals are likely to dress in the same casual style, the majority of individuals who are from these classes and display an interest in music with a voice i.e. bands/tracks that convey applicable meaning to current affairs are likely to abide by the particular style portrayed by the protestor within the video. The casual style I am referring to would most likely entail jeans, trainers, t-shirts and beanie hats; most likely they would be from stores without established branding such as Topman or H & M, but reasonably cheap sportswear seems to be a common trend as well i.e. Nike, Adidas, New Balance. This style can be seen with Fold itself and similar artists such as Portishead (bottom right), showing bands influence on loyal audiences.

Interest in other music

Our target audience are likely to be interested in genres similar to Fold, such as, alternative rock, trip-hop, hip-hop, spoken word and experimental genres. This is as like Fold, the majority of artists that conform to these genres produce tracks that have meaning and speak of issues that are subject to controversy within current affairs. For example, Radioheads Fitter Happier features a computerized voice reading out what would seem to be considered as an idealistic life style within our society; however, the music itself becomes very sad and ominous and the last lyric is a pig in a cage on antibiotics. This track is portraying the idea that while we believe we are living a free, fun and unrestricted lifestyle we are actually trapped in a controlled regime, nurtured enough to keep us from breaking out. This type of song is a perfect example of the type of music our target audience would listen to, alternatively executed, deep underlying meaning revolving around current social issues and very nongeneric. Additionally, spoken word is another type of music that is likely to appeal to our target audience, Scroobius Pips music for example touches on a variety of issues from consumerism to modern news. One of my personal favourite tracks of his is Death of the Journalist, a track that perfectly delves in to how modern journalism has become lazy and irrelevant; spoken w ord is a piece of music that submits itself more as a speech than anything else, sometimes overlaid upon music, sometimes not, an interesting medium that again ties in with the appeals of our target audience. Fold uses speech samples within its trip -hop tracks, and so its easy to see how audiences that enjoy Fold would also like spoken word poets such as Scroobius Pip.

Interest in Film/TV
The visual media of which our target audience is likely to consume would rely on films and television that have storylines commenting on the political and economical state of the world, perhaps representing it currently, hypothetically or exaggerating how it operates presently. In terms of television, our audience may enjoy programs such as Black Mirror, a mini tv-series created by Charlie Brooker that aims to show a dark and in some places rather satirical view of life and technology. Additionally, our audience may enjoy The Revolution Will Be Televised another satirical show that directly targets hypocrisy in a rather humorous way. For example, one of the sketches involves a character named Dale Maily, a rather comedic poke at the renown conservatist newspaper, his character mishears facts and over exaggerates them. In terms of Film, V for Vendetta is a great example of the sort of movie our audience would enjoy; set in dystopic London, it follows the footsteps of V, an anarchist who plots terrorist attacks in order to counter the brutal fascist regime. The film has been very influential to political activists and the popularization of the Guy Fawkes mask used in the film has led to it being a mass symbol for the anarchist group Anonymous. Furthermore, the use of dystopia is common in the films our audience would enjoy, film is a canvas upon which we can project our thoughts and fears about the current and future state of the world in such a way to scare, yet ignite the people. This idea in essence explains why our target audiences would enjoy films such as V for Vendetta, 1984 and The Matrix because it is comment on how society operates or could operate in a exaggerated fantasy -like manner. Additionally, films such as Capitalism: A Love Story and Milk would also peak interest, the first being a true documentar y and the latter being a biographical film focusing upon Harvey Milk, a gay rights activist and politician.