Demographic Notes

 

A demographic is a set of objectives characteristics that describe a group of people. Or can also be people who will be willing to listen to or watch your music video. Those characteristics may include age, gender, class, ethnicity, sexuality, and location, sometimes even education and lifestyle. However the most important characteristic is "age" 

Psychographics segmentation divides the market into groups based on social class, lifestyle and, personality characteristics. One example of the lifestyle characteristic is the classification model, is that developed by the advertising agency, Young and Rubican.

Young and Rubican is: 

• The Explorer: Drives by a need for discovery and/or challenge.
  
  
• The Aspirer: materialistic/care more about what others think about.
  
  
• The Succeeder: self confidence/strong goal orientation/organized.
  
  
• The Reformer: Values their own independents judgement/anti maternalistic.
  
  
• The mainstream: Largest group/core need is security/live in a daily routine.
  
  
• The Struggler: seek escape/live for today few plans for tomorrow.
  
  
• The Resigned: Aim to survive/Is likely to stick with what there’re familiar with

Looking at the research I believe that our targeted audience would be people in the group of "The Struggler" as this points out to me that everyone in this group doesn't plan ahead but is very chill and down to earth, because I and doing a music video based on one of Ed Sheeran's I would like to think that the targeted audience of Ed Sheeran is very laid back and down to earth. The age of the targeted audience that we will be attracting is the exact same as Ed Sheeran's as it is from ages 15 to 25

Step 1

Before discovering your target audience you will need to find some information about your production.

Some of the questions to think about are:

• what genre does the song belong to?
• what conventions of that genre are they going to use?
• which record company would release your video?
• what representations are you going to use?
• how will your artist be represented?
• what type of video are you going to produce?

Step 2

With that information that has been collected you can create a questionnaire for the public to establish which genre it is. These are some primary research questions to include:

• What channels do you normally use to watch music?
• what is your favorite genre?

Some Secondary research examples may be:

• using the internet to figure out which recording studios you can work with
• using magazines to find the artists star image