Target Audience ResearchIn order to research my target audience I wanted to ask different people of different ages and occupations in order to understand exactly who would be my target audience. I asked 20 people, ten males and 10 females aged between 15 and 50. I asked lots of different questions but mainly to do with music and what they like to do to understand the type of person. I also asked direct questions about house music to see what they had to say about the genre and what they associate with it. Below are the questions I asked in the survey.

Below are the responses from the survey:

Sales assistant

IT Manager

Area Manager

Sales assistant at waitrose

Nail Technician

Student

Sixth Form Student

Hairdresser

Sales negotiator

University Student

Manager

Teacher

What is your favourite genre of music?

House

House music

Dance

Dance

R&B

Dance/Upbeat

Dance/Pop

Dance/House

Drum and Bass

Pop/Dance

House/Chilled

Who is your favourite artist?

Philip George

Calvin Harris

Duke Dumont

Ed Sheeran

R Kelly

Disclosure

Justin Bieber

Ellie Goulding

Rudimental

Sigma

Bastille

David Guetta

One direction

If yes, where do you often listen to it? (on your phone, in clubs, at the gym etc.)

On the radio

Phone, gym, clubs

When I'm out at parties/clubs

At home, on my phone, in the clubs/pubs

On my phone, at the gym

At home, phone

Phone and radio

On my phone and when im on a night out

When I’m out

Spotify

On the radio

On my phone, clubs, my house

At home on my phone

Clubs, phone, radio

On my phone and in clubs

What do you do for fun?

Play rugby

Go out on nights out with my friends

Play football with my friends, go to the pub

Go out with friends, play rugby

Hang out with my friends

Go out with friends

G on nights out with the girls

Go shopping with friends

See my friends

Meet up with my friends

Go out with my friends

Swimming

Go out with my friends

Watch TV

Go to the gym

Go out with my family and friends

Shopping

Go out with friends on nights out

Meet up with my friends and listen to music

I like to go out with my friends or go to the gym

Do you listen to the radio? If yes what station(s) do you listen to?

Yes, Capital and Radio 1

Yes capital

Yes I listen to radio 1 and 2

Yes I listen to Radio 1

Yes, capital

Yes capital a lot sometimes radio 1

Yeah capital

Yes I listen to capital a lot

Yes mostly capital or sometimes radio 1

Yes I like capital

Yes I listen to Capital often

Yes capital and radio 1

Yes capital

Yes I listen to Capital

Radio 2

Yes I listen to capital a lot

Yes radio 1

Sometimes in the car and Capital

From analysing each response I could see that it was very clear that the older the person I asked the more likely they are to steer away from House music. This is evidant through the fact that their favourite genre of music tends to be pop or dance tracks as opposed to dance/house music and their favourite artists genrally tend to be more of the pop genre i.e. Ellie Goulding, Ed Sheeran.

Despite this, all but 2 of the people I asked said that they listened to house music either through the radio or through their phone. This makes it clear that house music can be enjoyed by a lot of people which makes it a very mainstreem genre. Thid could eman that determining the age bracket of my music video could be wuite difficult.

However , none of participants aged 26+ said that they atteneded music festivals and almost all of the people who were aged 16-25 said that they did, meaning that this type of event would be mainly aimed at the younger generation. The music that is usually played at music festivals is house/dance tracks and drum and bass, and due to their tastes and desires being fulfilled with the artists played ot music festivals i.e. Tiesto, Calvin harris, Duke Dumont younger people are more likely to attend than adults. This could therefore mean that it has narrowed down the age bracket due to the following of the music by the audience types.

All of the people from the age bracket 16-26 said they either listen to msuic everyday or once a week meaning that music is very influential in their lives. As well as this, all of the people that said that house music was their favourite genre were also in this age bracket. Their favourite artists included the likes of Calvin Harris, Duke Dumont, Disclosure and Sigma who are very influential in the house music industry and dominate charts with their house music records. Dance music was enjoyed across all age ranges but the younger and older age bracket mostly said dance music. The younger bracket (below 16) said that they prefered dance/pop music and liked artists such as Justin Bieber and One Direction who are very young, mainstreem and upbeat artists which may not be appealing to older teenage/early twenties music listeners.

The majority of the people I asked ssaid that they enjoy going out and meeting up with friends for fun and like to do things like play sports and also go out for nights o ut with their friends. This is suggesting the personality traits that my target adience may have as all of the people that were in the age range of 15-24 said they like to meet up with their friends and all of the people that said they like going on nights outs were aso in this age range. I can condlude from this that my target audience would be very social and outgoing and enjoy spending time with people and going out and being interactive.

The majoirty of the people I asked said they listen to Capital which is a radio station that is well known for playing upbeat dance and house music tracks, therefore implying that they like to listen to house music and dance tracks. There was also suggestions from older people that I asked that listened to radio 1 and 2 which have very different music styles from capital again suggesting they may shy away from younger and more youthful stations. From here I can now conduct research into figures and statistics of radio stations in order to get a further understanding of what age group tend to tune into different market leading raido stations to narrow down my target audiene further along with taking all of the above informaiton into consideration.