After analysing our audience survey results, we have decided to target 16-24 year old females. Whilst our survey provided a lot of information about this group, I thought that I could further analyse the likes and dislikes of this demographic by applying various audience theories. it is important to have a thorough understanding of our audience in order to create a music video that they would find appealing, this is crucial for our product's success.
According to Young and Rubicam's Psychographics Theory, our target audience would be described as 'aspirers' and 'explorers' as these categories included younger people and students. 'Aspirers' are described as materialistic and orientated towards appearance and fashion, whilst 'explorers' are described as individualistic. For this reason, we are using fashionable locations, such as Brick lane and Camden, and fashionable costumes that channel the 'individualistic' grunge style.
Our survey revealed that our audience mostly watches music videos during their leisure time. This would mean that, according to the Uses and Gratifications Theory, our audience will most likely consume our product as a form of entertainment and escapism (diversion) as well as to form a sense of 'personal identity' as a result of relatable characters. As we are using locations and costumes that would appeal to our audience (as described previously), our music video will become more relatable and therefore, satisfy the audience's needs on a greater scale.
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