Audience research
Your brief states you are targeting a mainstream audience of 30-49 year olds who have a specific interest in your
chosen genre of music.
Demographics
Psychographics
Which of Young and
Rubicam’s categories of
consumers does your
audience most link to? And
why?
Out of Blumler and Katz’
‘uses and gratifications’ which
are most relevant to your
audiences’ needs? Why?
https://www.uktribes.com/
Which tribe is most like your
audience?
Methods used/ could be used to target and address these audiences in music videos and magazines:
Outline the techniques used
to attract /engage/ position
the audience (give at least
three examples)
Research into audience
responses to, and
interaction with, music
videos and magazines. Give
at least two examples.
Targeted audience for music video Targeted audience for magazine
 Female
 30-49
 White
 British
 ABC1
 Millennials – the artist herself is more unique and untraditional, therefore linking to a younger
generation that is breaking away from traditions and stereotypes. Since women have been
treated arguably equal to men and therefore are a lot stronger and inspirational.
 Boomers – the actual music video will be more relatable for them as a lot of them actually
own a house and are ‘settled down’. This generation is arguably more caring and like stability.
They will find more gratification from the nostalgia element as they like tradition and the idea
of continuity, memories and things lasting.
 Mainstreamers – these people live in the world of domestic and every day, they will relate to
the music video as its showing a couple in there every day life, but the actual artist might give
them a sense of escapism since she breaks routine.
 Aspirers – these people are driven by other and will therefore appreciate the artist and her
attempts to show female liberation when it comes to her music video.
 Personal identity – the audience will identify with the characters being represented in the
music video, both young and old, and will also want to identify with the artist and her unique
style and what she represents.
 Entertainment – it may give some audience members a sense of diversion, especially
millennials that have arguably less stability in everyday life. The video will be relaxing for
audience due to the genre of the song and the ‘cozyness’ of the video.
 Leading Edge Tribes - proactive scene leaders that live for the new and now. Therefore they
will appreciate the hints of female liberation when it comes to the music video narrative and
the artist’s style.
 Camerawork – direct mode of address.  Direct mode of address
 Editing – the monotone colour schemes  Artists name in bold
 Mise-en-scene – real locations, props  Main image is of artist
 Direct mode address – connecting with  Direct mode of address – looking into
artist. camera through large scale image.
 Distribution to YouTube allows for
interaction through liking and
 Articles interviewing Adele don’t
necessarily use digital convergence to
commenting.
show that this may not necessarily be
what the target audience wants.