top of page

TARGET AUDIENCE

IMG_7677.jpg

DEMOGRAPHICS:

  • Ages 16-25
    I think a good target audience for this music video will be roughly between 16 and 25 years old. It is focused on R&B/soul genre and altough it is diffficult to classify the age range of possible audience, I have come to the conclusion this is the most appropiate due to various reasons. The targeted audience is young as the story told is usually about love or break-ups. In this case, the music video I have created for the song 'To Build A Home' tells the love story of  two teenagers. As a result, people around these ages are more likely to be interested in watching and understanding the video as they may even relate to it to some degree. It is a slow song with a lot of meaning behind it, and altough everyone could have an interest in it, I feel young people are more likely to be drawn to this song. Due to this, my music video intends to reach 16 to 25 year olds at a more personal level by presenting the narrative of love through teenagers. In order to achieve this, R&B/soul codes and conventions have been taken into consideration.  

PSYCHOGRAPHICS

  • Interests: Enjoy listening to calm and emotive music.

  • Other music genres that may interest: 

    -Hip hop soul.

- nu jazz.

- pop soul.

- psychedelic soul.

- soul blues.

- soul jazz.

- smooth soul.

- swamp rock.

  • Enjoy similar songs such as:

'Another Love' - Tom Odell

'Somewhere only we know' - Keane

​

IMG_7400_edited.jpg

​

An audience might watch and enjoy these video for many reasons. According to the ‘Uses and Gratifications Theory’, audiences use media for the following reasons:

  1. Diversion or Entertainment: To get away from everyday problems and routine (escapism).

  2. Personal Relationships: As a substitute for real emotional and interpersonal interaction. 

  3. Personal Identity: Association with characters in texts and TV programs and they also learn behaviors and values from media.

  4. Surveillance: To satisfy their need for information. 

Uses and Gratifications therory- Bloomer and Katz

These aspects can also be known as:

  1. Information

  2. Personal Identity

  3. Integration and Social Interaction

  4. Entertainment

​

It is a Mass Communication theory that focuses on the needs, motives and gratifications of media users. For example, many audiences will watch this music video for diverse reasons. They may feal identified with the lyrics of the song or maybe they want to escape from routines. Aswell, they might simply watch this video clip simply for diversion or even to be up to date with new trends. 

In other words, it is an approach to understanding mass communication such as these music videos. It is a theory that analyses what people do with media, as it assumes that they are not passive and instead take an active role in interpreting and integrating media into their own lives. Audiences are in charge of choosing the media to meet their needs and they use it to fulfil some of their gratifications. 

Utopian Theory- Richard Dyer

Dyer's Utopian theory involves the idea that audiences consume media texts and products with a clear set of pleasures to draw from the experiences. Dyer suggests that audiences turn to media texts to make up for the deficiencies that they inherit in their lives, and to fuel their obsessions of keeping up with society. This can be linked to the Uses and Gratifications theory as it involves the idea that audiences choose to consume media texts to gratify their own pleasures. This clearly suggests that audiences wish to escape reality through the consumption of media texts and products where the media world represents an ideal world. 

"The notion of entertainment as in some sense utopian - expressing ideals about how human life could be organized and lived - is implicit in what the most widespread assumption about entertainment, namely, that it provides 'escape' Entertainment offers the image of 'something better' to set against the realities of day-to-day existence."

This shows the way in which audiences rely on Utopian solutions as a tool for escapism and entertainment. 

There are three suggested reasons as to why audiences choose to consume media texts which are due to to Social tension, Inadequacy and Absence. These three reasons are all generated by reality, which shows that the consumption of media provides audiences with a 'Utopian solution'.
Ester Dios Vidal
bottom of page