INITIAL RESEARCH

I started by going on websites where people had already asked

questions about the target audience for Dubstep songs. As you can

see, above is the answer that was voted the best answer by voters

on Yahoo answers, which means it is a viewpoint of many people.

This answer states that Dubstep is aimed at 18+, because this is

the youngest age you be to enter a club, and a club scene is the

usual place where Dubstep music is played and promoted.

INITIAL RESEARCH

I then expanded me

research by looking at

and asking questions on

other social networking

sites such as Tumblr.

This is because Tumblr

is a very popular social

networking site amongst

young people interested

in music and media,

therefore I could see if

my findings on this site

would challenge or

confirm my data that

suggests that Dubstep

is aimed at people aged

18+

From asking questions on Tumblr I had a few

replies back and found that many people

thought that the main age range was between

13-17. This is because they thought that

whereas a few years ago Dubstep was more of

an underground genre, it has now recently

become mainstream and popular, therefore

teenagers in this day and think it is the sound of

their generation. In return, record companies

use teenagers to keep Dubstep becoming more

and more mainstream.

FINDINGS

As you can see on the previous slide, when I searched tags on

Tumblr such as , , #Skream

and #Modestep I found that a large percentage

of the blogs that came up that had a lot of Dubstep related

content belonged to European people, and in particular

Spanish people. This inspired me to find out why this was,

and It made me realise that the biggest party districts are in

Spain, which are Magaluf and Ibiza, with Ibiza being the

biggest. The majority of the music played in these party

districts is Dubstep and Commercial electronic, therefore a

lot of Spanish people living near these regions are subjected

to different styles of music within this genre and thus is

reason for my findings of many blogs dedicated to their love

of this Dubstep ,which they have grown up with.

However, this does not mean that our target audience will be Spanish or

European.

Many of the club reps and DJ‘s that tour around these party districts play Dubstep

music because the highest amount of people that go to party districts are

from Britain, more specifically London. Hence our name

DJ‘s and club reps play Dubstep to cater for the British market that

are coming in to consume the club scene, as this is the music

usually played in our local clubs in Britain. Therefore this research

has allowed me to narrow down that our average target audience

would live in Britain

According to many sites

such as International Staff,

the cost of living is highest in

London than anywhere else

in Britain. Therefore our

average target audience

member would ideally

originally be a person from

London who has been

influenced by Dubstep music

by the thriving rave and

clubbing scene in places like

Soho and Central London,

but living in the North of

TO ELABORATE…

Although our target audience member would be originally from London,

they would be living in the north of England studying at University ,

because studying and living in the North of England is cheaper than

studying and living on student funds in London. This would then

allow them to have a greater amount of money saved to go abroad to

party districts, as the majority of British people going abroad to party

districts or going to festivals which promote Dubstep to the fullest, is

Students going in the summer, holidays, or ―University Friend trips‖.

Also known as ―Lad weekends‖ or ―Girls trip‖.

Pictures from

Student

websites

RECAP?

To recap, what I have deduced from research about our average

target audience member so far is:

They are originally from London, but currently study in the North

of England.

More money saved and available allows them to go out and

abroad more to clubs, club districts and festivals where

Dubstep is promoted the most.

To narrow it down further, they are White –British.

Favourite holiday destinations would be clubbing districts such

as: Magaluf, Malia, Ibiza, Cancun, Tenerife, Ayia Napa,

Kavos, Kos (Lagunas)

This meta study from the BBC in

2009—10, is one of many

that illustrates that

Nottingham is a northern

college that has the highest

percentage of students

coming from London and the

South east.

Therefore this data can tell us

that our student would have

originated from either East or

Central London and

relocated to Nottingham to

attend Nottingham university

and live on campus or in

student accommodation.

Nottingham is also known for

it‘s booming Nightlife.My research into which gender clubbing is aimed at shows

that it is aimed more at girls than boys. This is because if the

club atmosphere attracts more girls, then more boys will

come for the girls. So, our average target audience member

for Dubstep is a female. This may also explain why most of

the people that answered my question on Tumblr were

female.

Many mainstream Dubstep songs also have female vocals, if

there are lyrics at all, to appeal to female audiences.

E.G:

Example of female vocals on

mainstream Dubstep songs

I analysed one of the main Dubstep forums

to get a better sense of Target audiences.

From many of the posts, the people spoke

about their ―car‖ sound systems. This

indicated to me that a lot of people that

listen to Dubstep drive

Relating this back to my previous

research this suggests that a specific

age of the average target audience

member would be aged 18. This is

because this is the youngest you can be

to have a full licence to drive and go

clubbing, as well as be starting

university

This table shows the most

popular baby names in the

UK up to 1994, however our

average target audience

member would have been

born in 1995 if they are 18

now. As you can see, the

last time before our target

audience member’s birth

year was Emily, however

this name changed into

Emma, which was in the

top ten most popular UK

baby names until 1995.

Therefore our target

audience member would be

called Emma, a popular

baby name at the time of

her birth, widening the

amount of people that fit

the specific target audience

details.

SECOND RECAP?Okay here we go!

Name: Emma – One of the most popular British baby names of 1995

Address: East/Central London: Locations such as Soho and Shoreditch, and Leicester Square are the birthplaces of different styles of Dubstep.

Age: 18 years old – The youngest age you can have a full licence in Britain and the youngest age you can enter clubs and go to clubbing festivals and holidays. As well as the age you can start University.

Gender: Female

Ethnicity: White, British

Occupation: Student and a part time job in retail – A common part time occupation that students take to accommodate their busy student timetables and help towards paying their student apartments or rented room on campus.

Mode of Transport: Has a drivers Licence, but she uses her 18+ Oyster card because it is cheaper than the price of petrol and she has to make cuts on her student budget.

Favourite Holiday locations: Clubbing districts

Why they like this genre: A part of Raveing culture

In this case, a

local newspaper

would be the

Nottingham Post

Our target audience

member would also read

quite gossip type

magazines. As these

magazines often have

details of upcoming

events at the backHowever, because our target

audience member is a young adult,

but still a teenager, and raised

around technology, they would be

more interested in Social networking

sites and app to read articles, than in

newspapers or magazines. Twitter

and Tumblr accounts would also

help her connect with her favourite

Dubstep artists and take up large

amount of their free time.

Another thing I found on the Dubstep website is that

many of the users were interested in new technology

and gadgets. Therefore our member of the target

audience would have some new age gadgets that she

could afford from Student grants and money she has

saved up. This would be gadgets that she needs for

college, such as the laptop and phone, as well as

gadgets that most teenagers are interested in, such as

the speakers and headphones. The headphones are Dre

Beats, which are one of the most popular and fast selling

headphones of all time.

The phone is another

popular and common smart

phone. Interestingly, the new

IPhone 5 already has

Instagram pre-downloaded,

showing how big it has

become in modern society

and how common it is to

have.

Students usually rely on cheaper foods and on average eat less fully

home cooked meals than if they were at home. Therefore a cheaper

supermarket that sells ready made foods and groceries is

Sainsbury‘s.

The website for Nottingham university

also states that there is a large

Sainsbury‘s nearby along with

privately owned grocery shops and

student union shops.

Our target audience member would drink fizzy drinks such

as Coca-Cola. I gained this answer from research from

the smile clinic and the BBC that showed that these are

the most consumed drinks amongst teenagers, and thus

the greatest cause of bad teeth.

Whilst researching drinks, I

found many websites for

student forums, which

taught students how to hide

the smell of alcohol on their

breathe. Coupled with the

idea of Dubstep being made

more clubbing scenes, our

average target audience

member may also drink

typical club drinks such as

vodka and coke.

Above is the Topshop website. I believe that our average member of the target Dubstep

audience would buy most of her clothes from here because it is very ‗High street

fashion‘, which is the trend at the moment, especially in places such as Shoreditch. It is

also the type of fashion you would see on Tumblr websites. The clothes can go from

extremes of be quite plain and simple, much like the style of Dubstep artists such as

Skrillex to quite loud, like some more commercial Dubstep artists like La Roux. It also

means they can buy clubbing outfits from here.

Urban outfitters is another store that she would buy her clothes

from, for much of the same reasons as Topshop. Also, both

these shops give student discounts.

Redbubble is a brand that she would be into because their clothes and accessories

have quite a unique edge. The products are also inspired and centred around

Dubstep. Everything from artist to sub-genres. It also features artists that are both

mainstream and still quite underground so it promotes other Dubstep artists, which

will motivate our average member of the target audience to research their songs, as

she spends most of her time on her phone or laptop internet, or apps.

LAST RECAP AND FINAL THOUGHTS

My final analysis of Target audience leaves me with the profile for

Dubstep ,and thus our target audience:

Name: Emma – One of the most popular British baby names of 1995

Address: East/Central London: Locations such as Soho and Shoreditch, and

Leicester Square are the birthplaces of different styles of Dubstep.

Age: 18 years old – The youngest age you can have a full licence in Britain and

the youngest age you can enter clubs and go to clubbing festivals and holidays. As

well as the age you can start University.

Gender: Female

Ethnicity: White, British

Occupation: Student and a part time job in retail – A common part time occupation

that students take to accommodate their busy student timetables and help towards

paying their student apartments or rented room on campus.

Mode of Transport: Has a drivers Licence, but she uses her 18+ Oyster card

because it is cheaper than the price of petrol and she has to make cuts on her

student budget.

Favourite Holiday locations: Clubbing districts

Why they like this genre: A part of Raveing culture

Shopping: Buys her groceries at Sainsbury‘s and local grocers as well as student

shops.

Spare time: Spends her time on the internet and

socialising. A s well as clubbing and raveing.

Newspapers: The Nottingham Post, Local

Newspapers

Magazines: Ok magazine, gossip/celebrity

magazines. Also articles on social networking sites.

Gadgets: Smartphone, Laptop, Speakers(to hear the

Dubstep base), Headphones – Very music

orientated.

Brand: Attracted to Redbubble Dubstep brand

Favourite retail shops: Buys her clothes from Topshop

and Urban Outfitters – The urban unique edge and

simple, but trendy clothing. As well as student

discount.

Favourite drink: Fizzy drinks and alcohol.