TARGET AUDIENCE ANALYSIS:

SECONDARY DATASeyi Odusoga

INTRODUCTION Before I start my hip hop music video, I need to identify my target audience in order for me to be aware of what the viewers would like to see, because a video cannot be successful without the interest of viewers.

To make my research easier, I started with secondary research in order for me to easily find my target audience. It would help me choose a sample of these characteristics whom I can later use to perform my primary research.

This presentation shows extracts from the articles, statistics, presentations, and more, I had used while researching, and who my target audience is.

EARLY TARGET AUDIENCE ASSUMPTIONS Before going into my secondary research of Hip Hop and R&B; I had thought that my genre would attract mostly males from age 16 – 25, considering how this genre is dominated by mostly young adult black males and the origins of the genre. However, it is a close assumption, this cannot be my final choice of target audience because it is not exactly accurate considering the fact that no research was put in.

XXL MAGAZINEXXL Magazine, as shown on the image, focuses on the hip hop culture, and emphasizes on the urban music and lifestyle living within the genre. XXL Magazine is a good example of a media product which stands for the hip hop genre, so their target audience may correspond with hip-hop as a music genre.

This information was withdrawn from XXL’s survey in July 2008 to measure the demographics of their American readers.It shows that majority are male, African-American (black), age 21+ (average age 29).

SLIDESHARE@ASHLEYRILEY

Ethnicity: black

Age: 11-25

Social class: C1/C2

MUSIC MACHINERYMusicmachinery.com was one of the source I had used to see the gender my genre was more skewed towards.Here, I had circled the hip hop artists in order to see which artist appeals to which gender. I learned that only few hip hop artists appeal to both genders, however more appeal to the males as none appeal to the females.This may be because the hip hop artists are male, as the female-skewed artists are either good looking males, pop artists or other females. The only hip hop artists mentioned are males also, which may explain that males are more biased to artists of the same gender no matter the genre.

MUSIC MACHINERY (2)

The information here shows the top 40 favourite artists of each gender. I had circled the hip hop artists in order to identify the gender who prefers more hip hop artists. Again, the males had more hip hop artists in their top 40. In fact, 15/40 of the artists in their list were hip hop artists, while on the female top 40, only 9/40 were hip hop artists.This told me that even though the females do not have much interest in hip hop music, they are still much aware of it, and some of these artists are even their favourites. However, they do not enjoy it as much as males.

MUSIC MACHINERY (3)

Finally stated, the hip hop genre is most skewed to male listeners.

MUSIC MACHINERY (4)This table shows the artists preferred by each demographic. I noticed that the first three age groups were the only age groups that recognized hip hop artists. After age 34, there are no hip hop artists mentioned. The age group of 18-24 only had hip hop artists, this tells me that that age group have much more of an interest in hip hop music than any other genre. This tells me that my primary target audience should be from ages 18-24.

OTHER ONLINE SECONDARY DATAThe global hip hop community: twenty four million people between the ages of 19-34, from a range of nationalities, ethnic groups and religions. Their collective spending power is $500 billion annually in the U.S. alone.- A Tech Crunch article on a “hip hop culture” effort from Accel Partners and Russell Simmons called Global Grind. A popular myth of hip hop’s target audience: In 1991, Newsweek Magazine did a cover story on Gangsta Rap and in their article they put out an un-researched statistic that said 80% of Hip Hop’s audience is white and that its reflected in record sales. Which has been challenged by many hip hop journalists and enthusiasts, such as Bakari Kitwana; who is popularly known for having written a book on the controversial topic.Target Audience – Teenagers and young adults (ages 16-25) both male and female.People who listen to hip hop music listen to radio and TV stations such as MTV BASE, Capital Xtra, etc. These stations play a lot of hip hop songs so this is why they are listened to buy teenagers and young adults. How much disposable income to they have? People ages 16-25 would probably have a full/part time job so are of C1/C2 social class.

CONCLUSION My primary target audience is: Gender: Male Age: 16-24 Social Class: C2 Ethnicity: Black I withdrew these demographics from different parts of the research carried out. Most of the information stated that the genre is popular amongst the black community, even though loved by other ethnicities, it is mostly consumed by black people. Many said that the social class of this audience is C2. Age was very difficult to extract, as the range of ages mentioned went from 11-35, so I picked the modal ages which were most appropriate. I chose males as my primary target audience, because it was clearly stated in the musicmachinery.com source that the genre is more skewed towards males.

My secondary target audience is:Gender: FemaleAge: 12-34Social Class: C1Ethnicity: AnyI had chosen both females to be my secondary target audience gender because music genres are not usually biased to gender, and tend to be more fluid, as females do recognize hip hop. I chose C1 social class because every piece of information had stated that it was either C1 or C2, however, more chose C2 because of the amount of (dependent) young people who listen to the genre. I had chosen no particular ethnicity because during my research, I had noticed that white and Asian people were also avid listeners of hip hop, not just black people. I also chose an older minimum age than the primary target audience, because much data states that the minimum age is 18. The lowest age in my research was 11, however I decided to overlook it because with the hip hop genre comes a lot of inappropriate themes such as foul language and sexual references, which should not be of interest to 11 year olds.