Task 4:Audience Research and Target Audience

Target Audience

My initial target audience are females aged between 16-20 who are interested in listening to music and watching music videos. However after more research, this has changed as I was able to profile a more distinct target audience.

Using the YouGov Profiles website, I first researched into the type of people who like Kate Nash, seeing as she is the singer that we want to make a video for. This is what I found:

The most likely people who liked Kate Nash were females aged 18-24. This is much higher than my initial target audience and therefore I would need to possibly re-think my ideas to appear more mature than before. My audience would obviously be more sided to females seeing as the singer is female, but as Kate Nash has strong opinions of LGBT rights,homosexual women and males of a similar age would want to listen to her music as well. Although these are more of a secondary audience. 


From the website, it also states that the socioeconomic group of this audience is C2, D and E. These suggest that listeners of Kate Nash are those with skilled manual occupations or are unemployed. The reason why they might be listening to Kate Nash is because she sings about random things such as skeletons and so they would relate to her music and possibly use it as a way to escape everyday life. 

The audience that listens to Kate Nash are said to describe themselves as being alternative and so my music video would be suitable for them to watch because it's about a toy skeleton which isn't normally a subject in music videos. I think my target audience would need to be able to appreciate the alternative elements in my video and so this is useful to help profile them overall. 

The types of places this audience shop at is Asda because it is a good for money place to shop and most suitable for the social class they are said to be within. This would also mean that when marketing the song, it would need to be available at shops such as Asda or Sainsbury's for this audience to be able to buy and it also needs to be interesting enough for them to want to buy it in the first place.

I then decided that it would help profile an audience to look at those who just generally like listening to music. This helped me to understand where these people who enjoy listening to music were most likely to live (according to the YouGov website). It showed me those who live in Wales and Avon as well as London and Northern Scotland have a higher chance of being part of my target audience. However  I think that this is not a true representation because all over the country people listen to music and therefore the range of areas where they lived would be much broader.

 

There are many reasons why my target audience would want to watch my music video. The Uses and Gratification theory by Blumler and Katz, states that it's what people do with the media rather than what the media does to them. The audience would use my production for 4 key reasons: 

1. For information- They would watch my video, to learn more about the storyline I give them. As it has quite an intriguing plot (why does this girl have a skeleton and why is she so attached to it?) it would satisfy their curiosity if they watched my music video. 

2. For personal identity- Seeing as my target audience is most likely female,by having a young girl in my video it would help them connect to the singer and find a common link with her.

3. For integration and social interaction- After watching my music video, they would most likely have questions about it or their own personal opinion which they can then discuss with other people. This also helps promote the singer as the more people who talk about her, the more people will want to watch and listen to her songs and videos.

4. For entertainment- My music video is interesting and unique. By featuring a skeleton, it makes it intriguing and eye catching to watch and makes the audience want to listen and watch more to understand the narrative behind it all better. 

To conclude, from my research I can conclude that my target audience will be females aged 14-24. This is lower than what my research shows because I think that it would attract younger audiences as it is almost childish in the way the narrative follows a girl and her skeleton friend. The audience would come from all over the UK, because there's a wide range of people who like listening to music and with the use of radio stations a broad range of people will hear the song and then watch the video online. A secondary audience would be homosexual people as it is a Kate Nash song which is fairly popular with this group of people. The main target audience are females in both primary and secondary audiences for my video. They would be from the lower/ average classes as they would use my music video as a way of escapism from everyday life.