Target Audience

By Grace Bradbury, Amy Balchin and Mimi Dulake

Primary Research

Primary Research

For our primary research we decided to conduct a ‘vox pop’ where asked questions to various different age ranges and both genders. This research gave us a clearer perspective on who our target audience is and finding out what they look for in an alternative pop music video.

Primary Research

Primary ResearchRESULTS LIKE ALTERNATIVE POP DIS LIKE ALTERNATIVE

POP

9-12NO YES

13-15NO YES

16-21YES NO

21+NO YES

Primary Research

We also conducted a focus group with 17-18 year old girls. We discussed what music video types they enjoyed and also what genre they like. We spoke about alternative pop as it’s the genre we chose for our music video, we then asked questions about what they would expect to see in an alternative pop music video; for example, clothing, location and editing. We also asked what our focus group like to do in their spare time, their interests and also their style and where they are most likely to shop for clothes.

PICTURE OF FOCUS GROUP

Our Findings…From our primary research we discovered that the most popular age group that like alternative pop was between 16 and 21. We found that this age range enjoyed socialising in their spare time, listening to and watching music videos and also enjoy sport. We also found out that this age range are influenced by what artists wear in their music videos. What’s more, we discovered that the age group consume music videos via music channels on the TV and YouTube, but the most popular way of viewing music videos is on YouTube. It was clear that people in the 16-21 age range knew what codes and conventions to expect in alternative pop music videos, such as young fashionable people.

It was clear to us that people under 13 and over 21 do not tend to enjoy alternative pop music videos, in fact, the majority of the 21+ group did not even know what it was!

Secondary Research

Secondary Research

For our secondary research we looked on music websites such as MTV, and we then had a look at the reviews within the genre of alternative pop. The MTV website gave us information on Delilah and her record label, this allowed us to research into record labels which have signed alternative pop artists. Such as, Atlantic Records, HyperDub Records and SyCo Music.

Secondary Research

Secondary ResearchFor our secondary research we also looked into the different record companies who workwith alternative pop artists. We discovered that Atlantic Records have signed the likes of Marina And The Diamonds, Lykke Li and Christina Perri; which are all popular artists of Alternative pop. We also found that Delilah was originally signed to HyperDub then Transferred to Atlantic Records. The famous record label ‘SyCo Music’ founded by Simon Cowell has signed very popular artists such as Labrinth.

Secondary ResearchAfter researching into different record labels which all have artists of alternative pop, we thought we would go further into research and compare an artist with Delilah, to see what similarities and differences they have. As you can see from the images below they both have similar styles: sharing the same fashion set of unique and stylish. After looking at their music videos the both use similar camera shots such as close ups and extreme close ups. The only difference of between these artists is the niche of music, but there target audience is very a like.

Our Findings…

Our findings from our secondary research

Atlantic records – x3 record companies who work with alternative pop artists= write about what type of companies your genre works with and who your artist would work with?

Link with primary research- locations and areas of which your TA belong to- map search and print screen

Link to primary- fashion/interests- cloths websites and find outfits of what your TA would look like.

On the next slide you will see several map searches of where we would find our target audience ….

Secondary Research - Location and Areas of our Target Audience

As you can see, we have focused on areas that are the most popular with our target audience, for example, shopping areas and food restaurants. We found this information out from looking at our primary research; the vox pop and our focus group.

We also found out that the most popular locations of our target audience are mainly based in London, as there are places that our audience enjoy such as Oxford Street and clubs, and also based in big towns such as Reading and Windsor.

Primary Research – What our target audience would look like

We found out that our target audience would be between the ages of 16 and 21, who follow the latest trends and fashion. The genre of our music portrays an image of unique style and that taking a risk with fashion is positive. Our target group would be inspired by artists and their style, so we researched into our target audience and imagined them to wear things that are big and bold or brightly patterned with big jewellery/hair and bright makeup to stand out from the crowd.

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