Audience Research 

16-25 year old middle market audience that like to be entertained

Age (16-25):

The brief has instructed an age range of 16-25 year olds who are a part of the Generation Z, also known as Gen Z. They are the first generation to have grown up with access to the internet and portable technology, so they are digital natives. This means they are more likely to have the cultural capital on the zeitgeist and be able to recognise intertextual references and watch more music videos. For this demographic, Youtube and Snapchat are the most popular gateways for music, meaning they are visually being exposed to music and musical content so they want to be visually stimulated and entertained by music videos. This is also due to the generation's dwindling attention span and lack of interest in going outside to socialise which was identified din a surely conducted by One Poll in 2018. Research by Spotify shows that the younger generation are less interested in keeping up with new songs and rather listen and discover old music as they are becoming less and less fans of popular music due to its repetitiveness and lack of variety. This would suggest that the younger generation are looking for something outside the norms of popular music today and music that opposes the typical conventions of its genre.

Middle Market Audience:

The term middle-market refers to the ABC1 demographic which includes the middle class income bracket.  42% of the target audience if 16-25 year olds in the UK say that they're middle class, which means that it is the largest demographic of the audience, meaning the music video must be targeted to the majority of the population of 16-25 year olds. This suggests to me that the video does not need to be elaborate for the audience to identify with and consume.

'Likes to be entertained':

This phrase suggests to me that the audience is anticipating a music video that they can watch as an isolated form of entertainment and not just to listen to the song. This could be done through a fast-paced video with quick sequences of changes in angles, location and shot-types. It can also be done with a clear narrative and storyline which could be linear, cyclical or thought-provoking. The short attention span of the audience means that the video must be captivating which can be done in different manners. However, the video must not be stagnant and just a performance video; there must be change in costume, location and angles. I believe that the audiences who would like my music video would be the reformers as those who listen to tend to be more shy and introverted which is the usual demographic of people who listen to rock music. I believe that explorers would also be interested in my music video as they would be open minded to such a different or alternative genre to what is typically mainstream. 

Focus Group

Angelie

Interests: Dancing, music, art, fashion and games

Psychometric group: Reformer

Favourite Music Genre: Kpop and Bedroom RnB

Would Like To See: I like music videos with an interesting storyline or ones that are cinematic and a storyline related to the song and fast-paced camera work and editing. 

Piper

Interests: Playing video games and listening to music

Psychometric group: Explorer

Favourite Music Genre: Rock and Indie

Would Like To See: A video that keeps them hooked, a narrative relating to the lyrics such as someone moving on alongside lip-syncing from the artist.

Owen

Interests: Video games, Drawing and Chess

Psychometric group: Reformer

Favourite Music Genre: Kpop

Would Like To See: Storylines, Creativity, Group Shots, Reoccurring Themes, people having fun, instruments, friends in a living room just hanging out.

Gabriel

Interests: Dancing, music, Art, Fashion and Games

Psychometric group: Reformer

Favourite Music Genre: Kpop, J-rock, K-indie, RnB

Would Like To See: A music video with very aesthetic cinematography that follow a nice storyline and more attention to aesthetics than videoing people sing. 

Interests: Film, Theatre, Baking, Horror Video games

Psychometric group: Explorer

Favourite Music Genre: Indie, Pop, Rock

Would Like To See: A music video with lots of performance with high-energy and passion