Our Target Audience!

As we have collected both Primary and Secondary research we are now able to determine who our target audience is for the genre of Indie Folk. 

As we have collected this information we can know answer the main questions that will tell us plainly who our target audience is. We will then be able to relate it to the 'Young & Rubicam' theory, which will help us further to create a music video that appeals largely to this audience.

The questions needed to answer are:

1. Who is your Main Target Audience?
2. How is our video going to appeal to our Audience?

1. Our target audience is both males and females and appeals the people between the ages of 15-25. From our research most of the audience came from a work class background however it is not uncommon for people of 'higher' social status to like this sort of music. The most part of our research told us that the listeners are very individual and are not always into mainstream things such as other bands/artists, clothing or personality.
2. Our video will appeal to our target audience as we have made it relatable and suitable for our target age range, and it will also be inspirational for both males and females. The video will not determine a class so will therefore not 'discriminate' against other people. We have also kept our video so that it conforms to the individuality that our target audience expresses this will be done through clothing but also certain things like body language, facial expression; which will help project our artists personality through the video

In relation to 'Young & Rubicam's' theory from the information we have collected we will determine what our target audience will fit into.

The different categories that Young & Rubicam have listed are:

The Explorer- Driven by need for discovery and/or challenge.

The Aspirer- Materialistic/care more about what others think about.

The Succeeder- Goal Orientated/Self Confident and Organised.

The Reformer- Values their own Independent judgement and is Anti-materialistic.

The Mainstream- Largest group of people, Core need is security and live in a daily routine.

The Struggler- Seeks escape, lives for today and doesn't plan tomorrow.

The Resigned- Aim to survive and are predominantly older people.

From the simple comments made after the categories it is easy to find out what categories our target audience would fall into.

In regards to what we want to achieve in our video, such as keeping it very conventional so it appeals to our target audience specifically, we would say that our target audience falls into the categories of "The Explorer" and "The Reformer". 

We decided that our target audience fit into 'The Explore' as our video narrative is based around a girl trying to find/discover herself by going on a journey. This could mean that our target audience would be able to relate to our video narrative which then makes them relate to our artist. It is also a very aspirational song that would help people feel motivated and help people get over the challenges there facing and be brave which is what we think being 'The Explorer' is all about.

Likewise with 'The Explorer', we think 'The Reformer' fits very well with out target audience, this is because this category is very much centered around being your won person and not worrying about what people think about you, which is very conventional of Indie people and Indie Folk music listeners. To say that our target audience is anti-materialistic is a hard judgement to make as it is dependent completely on the persons personality, but of the most part our audience fits perfectly in this category.

We have no determined our target audience will help us to not only make our video specific to our audiences wants but also help us to create a video that fits into the 'Young & Rubicam' theory.