By Ellen Whight

MUSIC VIDEO TARGET AUDIENCE RESEARCH

A music video should be entertaining , interesting and appealing to

whoever their chosen target audience is. One of the most important

aspects of marketing and producing a music video is knowing who you are

going to aim it at, who would be interested?.

Demographics

Demographics is a set of objective characteristics which describe a group

of people, in the case of a music video, people who will watch and listen to

your music video. These characteristics include things such as gender,

age, sexuality, ethnicity, class, location, education and lifestyle. The

most important objective characteristic is age, the age of your singer or

band is very important when it comes to deciding your chosen audience.

Psychographics

Psychographics is what separates and divides the market into groups,

lifestyle classifications based on class, social groups, lifestyle and

personality.

An example of a lifestyle classification is Young And Rubican, this then

gets divided even more into other lifestyle classifications which are:

•The Explorer – Driven by a need for discovery and/or challenge.

•The Aspirer – Materialistic, care more about what other people

think.

•The Succeeder – Self confident, has a s strong goal orientation and

organised.

•The Reformer – Values their own independent judgement, anti

materialistic.

•The Mainstream – Largest group: Needs security, lives in a daily

routine.

•The Struggler – Seek escape from this lifestyle, live for today, not

worrying about tomorrow.

•The Resigned – Aim is to survive, mostly older people in this lifestyle

classification.