Target audience.

Socio-economies:

Based on the fact that my target audience range between 18-25 which generally provides

information that they are in further education including sixth form or college or either in first time

employment such as a part time retail job, they will most probably not have a high income. Due

to this information I will ensure that all promotions of my product including the music video and

the Digi pack will be a suitable price allowing my audience to easily purchase without having to

worry about any financially instability.

Psychographics:

Mainstreams

Securi ty World of the domestic. These conformist individuals are passive,

sentimental and the largest group within society. Also usually favour the va lue for money brands.

Aspires

Status Highly materialistic and acquisitive. Mainly focus on Image, appearance

and fashion and therefore l inks to the idea that they are more enticed by the attraction of the package rather than

the quality. Aspires are usually young individuals.

Suceeders Control These individuals have defined set goal that i s accompanied by a s trong effective work ethic. A key feature of

suceeders personalities i s having a great deal of confidence. The ways in which they choose to take any interest

in products are based on the prestigious quality. Such products

must implement a feeling of caring and protectiveness to help reduce s tress due to them being in

occupations of high s tatus such as top management.

Resigned Surviva l Res igned individuals are ridged, strict,

In terms of the social grade scale my audience are

displayed to be an ‘E’. This is l inked to the fact that they have the lowest rate of income and are in education therefore depending on the state or possibly the parents

or carers. However there may be a small majority of the working class in which fall under the social grade of ‘D’ as these individuals have their first time in employment of semi-skil led or unskil led manual labour. An example

of this is an individual who is in their final year of college and has a part time job gaining minimal income.

and authoritarian and generally hold s ignificant patriotic views. They focus

on the past. Their brand choice emphasises safety, familiarity and economy. Those who fall within this

category are those who are old in age. Explores

Discovery Explorers have a lot of energy in order

to experience many things as they embrace challenges. Brand of choice focuses on difference, sensation and

instant effect. Most likely to be the fi rs t to try brands

Strugglers

Escape Strugglers are highly disorganised and a l ienated. However are heavy consumers of alcohol, drugs and

lotteries as this gives relief and hope to their unfortunate position within society. Brand choice i s based on

impact and sensation. Reformers

Enl ightenment Major support is given to the ideology

of personal growth. Reformers are socially aware on topics such as the emphasis of freedom of restriction.

These independent individuals are anti -materialistic and in contrast to

this favour the idea of s implicity. The decisions of brand choice are decided through quality. Reformers tend to be

those who are higher educated.

The table in which I have created displays the 7 categories relating to the generally personality, attitudes and

interests of society which not only helped me to define a large variety of audiences but to also identify and

understand my target audience further. Analysing the profiles closely it was clear that my target audience fell

into the aspires profile. Finding out this information was extremely beneficial as I could now ensure every

aspect of my media products would be catered and moulded to the attitudes and interests of this particular

profile. Here I analysed deeper into the psychographic of my audience of aspires. Based upon the fact this

particular group of individuals are attracted to the way in which things appeared to be seen rather than the

quality I then linked this to the fact that the female majority of my target audience will be intrigued by the

handsome and athletic features of the Artist of the music video. Also to increase the standards of meeting my

audience’s expectations, I will ensure that the mode of addressing consumers will be reflected in showcasing

the latest trends and current styles that are used within the music video boosting a common interest between

this young audience and the media product (Promotional music video). Also l inking back to the idea of age,

aspires main goal of pursuit is seeking status and at this young age (18-25) individuals are sti ll searching to find

themselves along with understanding themselves and during this process status plays a major role as

individuals may feel the need to dress in all the latest name brand clothing, be the smartest in their social

group, being the oldest among peers, always up to date with music charts and so on.

Aspires

Status Highly materialistic and acquisitive. Mainly focus on Image, appearance and fashion

and therefore links to the idea that they are more enticed by the attraction of the package rather than the quality. Aspires are usually young individuals.

My target audiences are young people who share the

same values including the importance of image merging very closely with fashion and their overall appearance as they are always up to date with the latest trends.

Demographics: are the characteristics of a human population, commonly used which include

gender, race, age and income. Demographics also helps producers mould every aspect of a

project or product to the needs of their audiences.

Gender:

Based upon the fact that the artist for my production is a male this is most likely to attract vast amount

of female audiences. This can be linked to evidence from the gaze theory however in the opposite

effect in that the female audience will be viewing males as a sexual object as the artist Curley

featuring in my media product will be seen as highly attractive and generally having a great deal of

sex appeal based upon his masculine physique and youthful handsome appearance.

Also my target audience find glory in consumer products, mostly clothing or items that enhance a physically attractive

appearance that acts as a doctrine by propaganda within the mass media. E.g. -Inspiration of having numerous materialistic items roots from music videos and the constructed star image enhancing the unique identification

of their favourite artists and therefore wanting to flourish themselves in materialistic items in this exact way.

Consumer goods of lavish prices such as laptops , iPad and

smartphones are usually in possession of aspires and therefore gives my target numerous platforms to watch the music video as well as helping to promote it by sharing with peers and family on social networking sites that dominate

the reason for their excessive time spent on such electrical devices. Most common sites are twitter, Instagram and Facebook.

Due to this association with consumer goods such as

clothing I intend to ensure my artist is styled to the most up to date current trends heightening the authenticity of the connection between my artist and the target audience

Aspiring to be someone they idealise within the media i s

seen as their way of gaining s tatus, generally generated by

the result of the record companies implementing speci fic

promotional techniques and the gaze theory which allows

audiences to glori fy their favouri te artis ts . E.g. - Many

young females idealising the female dominance of artis ts

such as Beyoncé who has an establ i shed career with

immense success and evidence of this is based on her long

lasting career and therefore urging younger females to

reflect such goals l ike this for themselves .

The focal idea of emphasis on appearance and image wi l l be

catered to as their will be a female love interest who wi l l be

s tyled provocatively with a curvaceous figure and s tunni ng

facial features that wi l l attract the male audiences and of

course link to Laura Maulvey theory of women being viewed

upon as sexualised objects at the expense of men. The rapid

social change and the occurrence of globalisations has assis ted

in the easy availability and access to porn therefore creating a

generation of mainly young boys who have a constant desire to

see females in this sexual and promiscuous way.

How I wi l l I fi t the

profi le of aspires to my

work?

Curley has numerous features that female audiences will be enticed by including

s trong jaw lines a long with his facial hair. Both features are seen to have elements of

dominance a nd most significantly of entering manhood. Girls who are in their late

teens and upwards vastly find such things attractive on the basis that girls tend to be

attracted to older males and based on the connotations of men having beards as a

sort of s trong superhero or heroic figure with the ability to take on anything that my

threaten his authority and this type of meta narrative is perceived by the masses of

female audiences who in this case subject themselves to traditional gender roles of

being passive and timid and therefore desire the protection and love of an

authoritative figure. Also the sharply defined jaw l ine adds to this powerful image

resulting in heightened sex appeal.

Also the promotional video may appeal to female audiences as he is singing about his

relationship with a female lover and females may want to gain knowledge as well as an in depth

insight about a male’s perspective of relationships to help better their own. As stated the main

targeted gender is females however males who genuinely acquire the need to succeed but are

somehow impeded may also be attracted to my promotional video. This reflects in the idea that

they may be incited by the fact that they want to aspire to be just as successful as the artist

Curley in terms of financial stability and on a larger scale fame and attention received from

females. This aspiration inspires males to strive to reach these goals despite the moral panics

that consistently feature in the news about this particular social group (young males) causing

majority of disruption and crimes within society. According to sociologist such as Merton in terms

of achieving a factor that contributes is the emphasis on goals by the culture as well as what

institutional structure of opportunity will allow them to achieve. However linking back to the moral

panics it is clear that they are harshly labelled and alienated by the media and the rest of society

however I will ensure that Curley is projected as a successful, affluent and strong individual that

young males can look up to in order to alter the derogatory labels and not becoming a victim of

developing into a delinquent self-fulfilling prophecy.

Age:

The age range of my target will cover 18-25 year olds. This particular age range is youthful this is

based on the fact that there has been a shift towards postmodernity that has enabled R&B to be

highly dominated my vast amount of young people simply allowing their consumers to be able to

connect to their musical material as they can relate to the lyrics as they include content about

major topics that individuals within this age bracket experience and also glorify at this stage in

their lives including falling in love and the issues following this ranging from party life , aiming to

be successful and gloating in materialistic goods. Due to this instant relationship between the

artist and the consumers an emotive connection is enabled as consumers feel as if there are

numerous similarities to their interests and beliefs and this corresponds closely with the uses and

gratification theory of integration and social interaction due to the fact this age bracket will gain a

sense of belonging to the artists music and fan base allowing them to express this through social

interaction on social network sites such as Twitter and Facebook which of course because of the

development of Web 2.0 this young age group have easy access to the internet to do

so. Constantly stirred up by the media is the conflict of the youth disturbing the ideology of the

ruling class and the R&B genre discuss the rebellious elements of testing boundaries which at

this age the youth are replicating this exact behaviour and it becomes to be seen as the

hegemony of the youth and becomes justified and supported by artist in powerful places in

society implementing these ideas into the audiences sphere of influence.

Audience Profile:

Needle Theory Definition: The audience passively and unconsciously accepts the message injected

into them by the mass media around them allowing them to absorb anything they see.

-Weakness of the theory in contemporary society?

Within a fragmented postmodern society which is assisted by the rapid social change the diversity of

opinions has taken precedence allowing these injected images by the mass media to lose social

significance.

The components which have contributed to this are the:

*Growth and new found popularity of TV and Radio

*Globalisation

*Internet availability and accessibility

*Impact of motion pictures

However in relations to this particular theory it helps to infuse my audience with ideas that this

particular love and hate relationship situation described within the song is a particular stage youths

Name: Dami Fasulu

Age: 18 years old

Education/Occupation: College, along with a part time job

Interests: Socializing with friends, attending party events and

shopping.

Mus ical Preferences: R&B, Afro beats and Grime

Social Media Activities: Twitter, 5 hours a day

Favourite Artist/Band: Chris Brown ·

I have chosen Dami as she fits perfectly with the target

demographic as she is a young female falling into the 17-25

age bracket, but also enjoys R&B music in which i s the genre

of my media product. Not only this but she likes to shop and

keep up with trends allowing her to become more intrigued

by the fashion trends of my music video which could possibly

inspire her creativity. Dami also is highly active on the social

networking sites such as twitter which helps her to be able

to di rectly see music videos from her favourite artists twitter

pages but also share them with her peers.

regularly go through with their first crushes/boyfriend/girlfriends and is normal and an occurrence in

which everyone goes through as the song justifies this situation of a relationship as not working by

stating ‘that’s just the motion’. However this message has a positive effect by helping my audience to

listen to something with emotive assurance and advice. It imposes the judgement that youths at this

age need to be in relationship and experience such situations before their time. Also based upon the

fact that my artist is draped in a lot of designer clothing this may transfer messages to my audience

that in order to reach master status and popularity they must accumulate to the purchasing a majority

of materialistic objects mainly clothing.

Maslow theory

Abraham Maslow in 1943 constructed a hierarchy of needs based on human needs that

essentially motivated their behaviour. These five distinct definitions included: *Self-

Actualization *Esteem *Love/Belonging *Safety *Physiological

1. Physiological:

Maslow argues that without these fundamental elements needed for humans to maintain life would seize

to exist. This includes air, water, food and sleep. Unless individuals cater to these basic needs of their

existence then it becomes complex to achieve and accomplish higher needs of the hierarchy such as

esteem and self-accusation

. How this may apply to my target audience?

It is clear that by my target audience not gaining these essential needs they will lack physical ability and

motivation to watch my music video. Also they may be distracted by the negative effects too much to

even have space for leisure time to take an interest in latest music and videos.

2. Safety:

Security and safety are also important after the psychological elements. These particular safety features

are essential because it helps to ensure that emotional and physical threats or possible dangers are

barricaded to the individual. However there are numerous ways In order to reduce such threats (either

emotional or physical):

*Financial stability

* Security within an occupation whether full time or part time

*Medical Insurance

* Situated within a community where individuals know and feel that they are safe

Maslow states that any sense of issues or danger will decrease the ability needed to make upwards

mobility as attention is focused elsewhere , which could generally effect the number of individuals

watching my music video.

How this applies to my audience?

Firstly the potential possibility of individuals being in a stressed state of mind could lead to them wanting

to close off from the world including away from the TV and internet and commonly resort to complete

isolation and is therefore vital that my target audience for example who may suffer any physical or

emotional stress of exams find a solution in which better the situation or in some cases find a way to get

rid of it. I believe that due to the soothing mode of address of the soundtrack of the music video it can

give my target audiences time to relax clear their mind and come to a conclusion of how to sort out their

threats and insecurities of such problems. Such issues may include trying to balance their education with

a part time job effectively. Also due based on the income of youths at this age it is evident they are not

independently financially stable and possibly rely on parent or guardians and therefore any of my media

products being sold will be placed at a reasonable price to not cause the threat of financial instabilit y.

3. Social Needs:

Within this particular level of the hierarchy it simply discusses the basic idea of interaction with

individuals and others around them including love and how we give and receive it. It also explores

belonging to a group and friendships.

How this applies to my target Audience?

Developing upon the fact that social media is becoming extremely popular my target audience are

statically the most common age group occupying such sites and therefore they can interact with other

fans of my video along with my artist and gain a connection to others who share the same interest and on

a much larger scale become part of a growing fan base. Example: Lady gaga has a huge twitter fan base of

44.6 Million and her mass followers are known as ‘Monsters’. This particular group feel integrated and

helps audiences to feel a sense of belonging and helps reinforce their collective identity.

4. Esteem Needs:

The idea that one is of importance only emerges when their social needs have been fulfilled in terms of

being loved and belonging. There are 2 main types of esteem and the first of which is internal and then

external. Internal esteem focuses on the relation between achievement and self-respect. External esteem

looks at social status and recognition.

Esteem

Needs? Achievement

Attention Reputation

Self-Respect

Recognition

How this applies to my target Audience?

Reputation of being up to date and current can easily be achieved by my audience ensuring they are one

of the first individuals to watch the music video and be the ones to spread the word about it as they were

the one that notified everyone and therefore people may continue to look to that person for future

reference on the most popular current songs.

Dyers Solution:

The utopian theory links closely to the uses and gratifications theory as he explores that media

significantly caters to pleasure the audience. Dyer also draws upon the idea of escapism from

the manic and dull reality of everyday life through various media platforms therefore fulfilling

insufficient wants and needs. Implemented within the heart of dyers theory is the ideology of the

inadequate issues and the answer to such solutions:

Inadequate : Poverty Confusion Exhaustion Isolation

Solution: Abundance Clarity Energy Community

.

Uses and gratifications: Within 1940 the Blumer and Katz theory of uses and gratifications was

established. This idea has channelled how audiences explore different media sources to find out

what best fulfils them. Due to Blumer and Katz there are 4 basic needs in which explain how

people endorse such platforms of media to satisfy their needs and these include diversion,

personal relationships, personality identity and surveillance. Further analysis of this theory

Confusion: The concept of the music

video and audio may provide a solution

to confusion. In terms of my music

video which consists of ideas about love

and relationships that are not

sufficiently working out and therefore

leads the individuals to question why.

The lyrics along with the concept help

to provide guidance and particular

answers needed to overcome such

emotional distress.

Exhaustion: Based upon the fact my audience range

within a youthful age bracket it is possible that they

may be faced with numerous exams and the

educational pressures stemming from structural and

cultural factors l inking to Robert K Merton (1938)

strain theory and therefore resulting in vigorous hours

of studying causing lack of sleep. The solution for this

tedious state conjures ideas that the music video as

well as the song provides a strong emotive energy

force to possibly provide motivation as well as a

refreshing new mind set.

highlights the importance of focusing on the consumer and also how people function alongside

the media which can also be referred to as an ‘active audience’.

1. Information:

Numerous Medias can act as:

A platform for advice and opinions on any issue or topic they seek assistance in

Expand their general interests Finding out relevant information Learning as well as self-education helping to reinforce and strengthen knowledge

Information as part of the uses and gratification theory will be appropriate to my audience as

those who are suffering emotional stress in terms of an unsuccessful relationship as will be

provided with relevant information and general advice on how to deal with such circumstances.

2. Personal Identity:

In terms of personal identity it is a subjective element that can reinforce and assist :

Personal values

Variations of behaviour

A link or relationship that is connected with a valued individual which in the media

Seeking insight into one’s self This element of the uses and gratification theory will mainly focus in the area of a

link or in more personal terms an identification with a valued other In this case the valued other is the strikingly attractive love interest Jennifer who is styled to the perfections of fashions latest trends .However these garments are available within high street retailer stores that females within this target demographic can afford which include river island, H&M and new look. Therefore my audience can replicate such styles to look like someone they think highly of and value for inspiration.

3.Integration and social interaction:

This generally includes the way in which individuals within society communicate and the effects it gives to these individuals. The significance of social interaction can lead to:

Sense of feeling part of a group/community

Conversations between individuals – usually on social networking sites

Social empathy

This particular aspect of the theory occurs throughout many other theories as it creates a common function for society as well as media products and platforms. As my promotional video will be placed on YouTube audiences can then comment below and get a chance to express their views or thoughts. However my aim is to allow fans or individuals who take a liking to my product to converse about it here. This acts a driving force for my youthful target audience to place the videos on various social

media platforms (prominently twitter) where other individuals will then connect over

the video being a common interest allowing audience to not only interact but feel a part of a small community.

4. Entertainment :

Ways in which to express the notion of entertainment can be seen in these forms:

Sex arousal – mainly through pornography

Emotional release

Relief from stress or tension

Interest in something particular I most importantly want my audiences to watch my music video to enjoy it as a form of entertainment. However as earlier stated this particular age group go through stressful periods such as examinations and therefore take time to relax and free the levels of tension.