Target Audience

My group went away and interviewed a number of people that we would consider to be our target audience. Myself and Danny Jarman have drawn up our conclusions on our market specifically and the sort of group that our music video as well as track would be aimed at.

As a group, we are all interested in alternative rock and indie music. With this also comes house music/dance music enthusiasm as well. The song we have selected - Young Blood by The Naked and Famous, would be defined as the indie genre or direction but a more modern approach to this with electronic beats and editing. Therefore we do not have to appeal to these niche markets of just indie music lovers as this can also interest dance and electro music listeners.

We drew up a list of questions to ask our interviewees which were targeted to reflect their personalities, clothing, media consumption and general music trends. We got a wide range of responses from our audience research which would most definitely fit into our target groups. One of the interviews may not have been particularly relevant as the individual stated their passion for classical music - something that we wouldnt cater for but he also then filled us with a bit more hope by adding that his favourite track and music video was Bohemian Rhapsody showing that he could indeed appreciate this genre of music despite it being slightly more modern.

When looking at Channel 4's research into social groups on the website 'UK Tribes', it allowed us to look more in detail at our desired target audience. When looking at the definition of 'Indie Scenesters' it states : "The look – skinny jeans, Converse, stripes and Americana T-shirts – shifted for a while when nu-rave came on the scene, but has come full circle as the genre became too mainstream, reflecting the fickleness and speed of quick changing trends in music having an impact on fashion. 

Currently labels such as American Apparel,  Topshop/Topman and Uniqlo are high street staples, with House of Holland appealing to more affluent members of the Indie Scenester crowd". - When we interviewed our chosen few, their response to the where they shopped often came back as Topman for example and other brands such as Cheap Monday and Vans/Converse.

There was also the group of 'Trendies' that was picked up on. I took this from Matt Dickinson's blog who is in our group. "Trendies are fixated by their appearance and love to know the new or "underground" music of today. They are all about appearance and regularly subscribe to magazine each month to keep updated on the look and new music of today. 

Dubstep is a genre of music which recently has become quite popular due to a handful of artists becoming more mainstream, such as Skrillex and Nero. Therefore trendies will won't to know everything about that topic to put on the appearance that they an original in that area. ". So there is more than one direction that we can go in to if needed to broaden our target audience and not necessarily limit ourselves to niche markets.
When we asked about their take on music videos, the responses were generally positive. One was that he has the music channels on "in the background", but this is also good as he still likes the music genre without having to watch the video as he is just listening to the music. We want to appeal to the market that would listen to MTV Dance or MTV Rocks - I referenced this factor in the post about Music Channels and that I wanted our video to fit into it when looking at existing products.