Target Audience

I will be analysing the target audience defined by location, consumption, size and subjectivity. Location - We have used a mixture of outdoor locations, mainly through the city centre of Peterborough, the embankment and Werrington Skatepark. We was aiming to create an urban scene and style. Props, with the use of 'old school' cycles helped create exactly the style we wanted, often emphasising the scene and style of today. We added an extreme sports element to make the video a bit more exciting and to encourage the audience to carry on watching. Editing, with the use of fast cuts and video affects made the video to flow with the beat of the music and increasing the frames per second when a drop occurs. We hope that this further entices the audience and makes it more exciting than just a bunch people riding on bikes.

Consumption - The song we have used, 'Cassius - I love you so (Skream remix)', is of the 'Drumstep' genre. This is the mixture of the fast pace beat of drum and bass with the wobble of dubstep. Using research I have was able to analyse the target audience, the recipients were an audience we are aiming the video at.

Question 1 - Male or female?

We wanted to determine whether the recipients where of an equal number of males and females. We asked 50 recipients in all and found that there were 22 females and 28 males. This will determine the audience by the types of people rather than the sex.

Question 2 - How old are you?

We wanted to find the ages of all the audience and found that most of the recipient where ages between 18-20, some between 16 and 17, and 5 over the age of 21. This showed me that five of the recipient where not the target audience but could show me results if that age are interested.

Question 3 - Do you like the genre Drumstep, dubstep and drum and bass?

We wanted to get straight to the topic and ask a question with two results, this would determine whether we were targeting the right age group and audience. 43 of the respondents answered yes and 7 no. We then deciding to exclude the results of the 7 people as this could affect the results.

Question 4 - We then gave the respondents 5 quotes and asked them to tell us which one they best agreed with:

- 'Keep things the way they are' - 1
- 'Work hard, play later' - 5
- 'Live for now and enjoy life' - 25
- 'To be something later' - 1
- 'To have, to be, to play' - 10

This question allowed us to determine the audience. Most of the audience are 'Hedonists' and their view is 'to play, or enjoy life now'. These are the target audience.

Question 5 - What is your thought on illegal drugs?

The results overall showed mixed emotions, some people accepted drugs some didn’t. It wasn’t a particular area recipient where keen to answer although drugs are often a common factor in the audience we are targeting.

Question 6 - Please tick any artists you have heard of?

The artist we gave:

Skream
Krome and Time
Camo and Krooked
Chase and status
Drumsound and Bassline Smith
High Contrast
Mt Eden
Nero
Noisia
Modestep
Rusko
Netsky

We decided that these where the artist best known and familiar in the scene. Our results show good results, showing that most recipients had heard of at least 9 of the 12 artist given.

We then showed 10 of the recipient best suited as our target audience, and they all viewed the music video. We then had an open discussion about the audience opinion on the video. Nearly all the audience enjoyed and liked the video, some gave criticism but overall a positive result. We asked whether the audience believed our video showed a representation of the young adults of today; the audience agreed with this which was exactly what we was hoping for. Although some of the audience felt it was slightly boring as the extreme sports element wasn’t something they were interested, but said some of the tricks where impressive.
Overall our questionnaire supported mostly what we had assumed, and also help us determine the target audience and receive feedback from the target audience.


Size - We believe that the audience/market is an upcoming and developing market that we gain mass market attention.

Subjectivity - We believe the video would be aged rated and some viewer may find some footage offensive, but found that some audience may simply not be interested in the video, especially older audiences.