Target Audience Research
To find the target audience for our music video we decided to use secondary data from Youtube. By looking at a few songs on Youtube of similar genres we can make an informed estimation on what the general demographic of similar videos would be, and thus derive what the target audience for our video would be.
After researching the genre of the song we are using; Wildfire, by SBTRKT, we found that the genre is a mixture of post-dubstep, future garage, and electronic. After splitting these genres into a few categories; dubstep, electronic, garage, future garage, and post-dubstep we had a wider range of genres to research. This varied range would give us a clear outline of what our target audience is.
The videos that we have studied are;
- Crypt – Aspire [future garage]
- Stinkahbell - Moose Knuckle [post dubstep]
- Groove Armada - Superstylin’ [electro / garage]
This is a mixture of music that covers the genre of our chosen song, the music is from varied eras and the people that listen to them are not all exactly the same. After looking at the demographics of the videos we were able to get a good idea of the demographic of our video, and thus find out the target audience for our music video.
- Stinkahbell - Moose Knuckle [post dubstep]
2)Crypt – Aspire [future garage]
- Groove Armada - Superstylin’ [electro / garage]
After looking at the statistics of these videos we have come to the conclusion that the gender split for this song’s genre heavily favours men over women, but as the song we have chosen is quite a commercial track, this would have some effect on the gender split between men and women. After looking at these songs and considering ours we came to the conclusion that the gender divide for our video would be around 60-40 men to women.
The next statistic to consider would be the age range, the songs we researched prior to our video had an average age range of 18-30 years. Our song would have a similar age range but would be slightly younger because SBTRKT are a relatively new band featuring largely on music channels, youtube, and appearing at festivals. These are all areas that would attract young people; TV, new media (youtube.com), and of course music festivals. The music festivals initially made us choose SBTRKT for our video as they appeared at Reading Festival that we both attended this summer. The song appeals to this age audience because it has elements of both new, popular music styles that are enjoyed by a younger audience, and older styles like garage that many people our age have grown up listening to.
Finally the psychographics of this video I believe are explorers and aspirers, and adventurers. This is because the music is a hybrid between certain different genres and creates quite an alternative sound. Alternative sounds appeal to these psychographics.
