Gender - As the artist is female (and there is no male gaze used) the video may appeal more towards a female audience but as it focused on the music it is none specific.
Race - the artist is white but other races are not excluded as it is mainstream music.
Age - 14-25 because we feel the song is 'rocky' and wouldn't appeal to too young an audience but otherwise is quite enjoyable for all ages!
Socio-economic Status - As many of the age range would be considered as whatever their parents status is, it would range between A (higher class) to D (lower working class). However, the socio-economic status shouldn't really influence the kind of music a person listens to.
Using Psychographic Profiling ( Young & Rubicam's Cross Cultural Consumer Characteristics.)
According to this theory there are four different groups of people: mainstreamers (40% of the market who tend to buy well known brands), Aspirers (who are motivated by status and buy high tech things), Succeeders (who have already climbed the social/career ladder and want to keep what they have) and Reformers (want to make the world a better place).
Our music video would be aimed at mainstreamers as produced by a major label and promoted directly at a mainstream audience who the music will appeal to as it is easily accessible to a large audience. It may also appeal to aspirers as our artist is a singer/song writer and may influence others who want to be singer/ song writers.
Ideal Audience Member
Name: Isabella.
Age: 19
Marital Status: Single
Likes: Family, hanging out with friends, music, playing her guitar.
Dislikes: Studying for college.
Employment: Waitress in a cafe.
Isabella is a basic idea for our ideal audience, she is female because we will be using a female artist in our video (thus appealing to more females in the audience.) She would also be classed as both a mainstreamer and an aspirer, as she enjoys hanging out with friends, but also enjoys playing guitar (thus implying that she will possibly be inspired by our artist.)
If we had a secondary audience, it would most likely be those who fit into the Aspirers, as the artist is first and for-most a singer/song writer, but this song and our artists representation would also appeal to anyone who enjoys acoustic rock and music produced from singer/song writers. this is a broad audience spectrum, however, we will mainly be focussing on our primary audience.
Uses and Gratification Theory
Three men, Blumler, McQuail and Brown, created a theory in which shows how an audience can relate to a specific media text, whether it's on a personal level or they gain a sense of escapism. Below are the four main categories that they came up with and whether our audience will be going through these, in relation to our media text.
Basic Diversion: Through most music videos, the footage provides a sense of escapism for the audience. As we have not yet created our music video, we are unable to state whether our video will provide this for our audience.
Personal Relationships: Through the use of close ups, artists create a relationship with the audience. this relationship allows an audience member to connect to another audience member, through the love of the artist. We plan on using frequent close ups during our piece, however we have not yet created our music video, so we are unable to to see if this category applies.
Personal Identity: This allows the audience to look at their own life and personality in comparison to the artists, this is usually seen in narrative videos as more of the artists personality is shown through the narrative, however we plan on creating a performance based video (again, we have not created our video yet.)
Surveillance: This allows the audience to gain information on how the target audience/our artist lives their life. For example, if the music video featured a lot of young people drinking, this would informing the target audience, probably teenagers and young people, that this is how teenagers should live their lives.
Maslow's Hierarchy of Needs
This is a complex triangle of human needs, created by Maslow, displaying the basic and social needs that humans need to have met in order to be happy.
The basic physiological needs such as water, food, shelter, sex etc. Need to be met in order for an audience to be happy. The basic thing that we need to do with our music video is to make it entertaining, however few basic needs appear to be met. We will have a clearer idea on what needs are met, once we have created our music video.
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