According to Young and Rubicam's classifications of audiences, the target audience for my music video fits into the descriptions of "Reformers" and "Explorers". "Reformers" are individuals who seek freedom, enlightenment and independent judgement whilst maintaining social awareness. Such a demographic would respond well to the themes and ideas of mental health and identity presented in my music video. The audience would be responsive to the preferred reading of the media text, but would be able to form their own interpretations based on the quality and connotations within the video. The audience could also also be classified as "Explorers" who would be willing to explore the music of relatively new bands such as "Have Mercy". "Explorers" are also a younger demographic of students who will relate to the emotions of angst presented in the song "lean".
According to Mosaic UK's classifications, the audience for my music video would predominantly fit into the category "F23", also known as "Family Ties". This demographic consists of "Active Families with teens and adult children whose prolonged support is eating up household resources". Teenagers between the ages of 16-20 who still rely on parents/ carers for income and support whilst struggling to create their own independence in the world will be the most responsive to the themes and messages within my music video for the song "Lean" by "Have Mercy". This demographic would aim to enter the classifications within section "H" (Aspiring Homemakers), with the hope of gaining independence and stability by moving out as young adults.
According to the YouGov profiles for the audiences of mainstream, similar artists to "Have Mercy" such as "Fall Out Boy", "Imagine Dragons" and "Twenty One Pilots", fans of these bands and music genres in the UK are prominantly female, between the ages of 18-24 with a political stance that leans towards the left. The most common social grade for this audience is "C2DE". "C2" refers to "skilled manual occupations", "DE" refers to "semi-skilled and unskilled manual occupations, unemployed and lowest grade occupations". These two demographics are the two lowest on the scale of social grades. Because of the age range of "18-24", this suggests that this surprisingly low social grade is due to the demographic consisting of students who may be reliant on their parent's income and student loans as study. As there is no YouGov page for the band "Have Mercy", it is difficult to create a detailed image of the demographic for my music video. Therefore, I have only drawn main conclusions about the demographic that were the same across fans of other major music artists in similar genres.
Bibliography:
- http://sssfcmediastudies.blogspot.co.uk/2012/09/audience-classification-3-young.html
- https://en.wikipedia.org/wiki/Young_%26_Rubicam
- https://marcabraham.wordpress.com/2015/09/13/what-is-psychographic-segmentation/
- https://en.wikipedia.org/wiki/Audience
- http://webcache.googleusercontent.com/search?q=cache:http://www.ukgeographics.co.uk/blog/social-grade-a-b-c1-c2-d-e&gws_rd=cr&ei=yxE3WJiLLMObgAbU0YjYCQ
No comments:
Post a Comment