Generic Audience Research

The target demographic for my music video is 16-25 year olds of a middle-market audience who like to be entertained.

Age:

Since this target demographic is younger (Gen z) it is most likely that they will have been raised as technology became more advanced, therefore making them what we would refer to as ‘digital natives’. They are more likely to have a better understanding of technology and a vast understanding and usage of social media - frequently using apps like TikTok, Instagram, Snapchat etc. and would also have a good knowledge of how to use the internet and search for whatever they need. Moreover, due to digital convergence, most music is online now and available for low prices or even free, meaning that this younger demographic is going to have more variation between the types of music that each one of them listen to, and also would likely have access to a lot of older music too, which quite a lot of it seems to be making a comeback. 

• nearly 1/3 of all instagram users fall under the 18-24 age bracket (31.8%)
• around 60% of TikTok users are in the 16-24 age bracket 
• around 51.1% of all users of snapchat are gen z

This shows that the younger generations have a much wider access to anything the could want to know, and also a lot of access to any information regarding wider social, economic, political and pop culture news. This can result in the younger generation being more aware of issues with the world and can be more emotionally mature when considering the fact that they will have been exposed to more mature topics such as news about genocides and wars, and also stories regarding the problems women face in todays society. Because of this more people in younger generations are more likely to partake in social activism and the spreading awareness of certain issues thought communities on social media that may have been disregarded before such as mental health or the environment, and whilst this is a good thing, it is described by older generation by the derogatory term 'wokeness'.

The increase in technological advancements also means that anything that happens, can be shared quickly and easily and reach a much wider audience even reaching across seas, and some of these moments could be to do with celebrity culture hence resulting in 'iconic pop culture moments' such as videos of celebrities doing something funny that happens to be filmed, for example Jojo Siwa saying her iconic line "Dream guest on my podcast? Lets spice things up probably one of my exes!" which was a recent occurrence but has since been quotes all over the internet and has been quoted by many people who are gen z, and will most likely only be understood by a younger demographic who use social media much more frequently and are more likely to have seen it and all of its responses rather than a millennial or boomer.

Middle-market:

A social group consisting of mainly well-educated people, in the BC1 demographic. This consist of people who may have occupations such as doctor, banker, lawyer, teacher, architect, computer programmer, shop manager, office worker, social worker etc. 36% of people brits consider themselves middle-class with 42% of 18-24 year olds considering themselves middle class. (https://www.gov.uk/government/publications/social-mobility-barometer-2021/social-mobility-barometer-public-attitudes-to-social-mobility-in-the-uk)

Like to be entertained:

The want to be entertained in this context means that the audience want to be able to watch a music video to a song that they like and be invested int he video and enjoy watching the video. This means that they will want to watch a video that appeals to them and their interest as a whole and not just something that is specific to the artist or the creators interests, which usually means that when making. music video, the artist looks at their audiences preferences and includes what they would like to see or enjoy to watch, for example, Taylor Swift when releasing the video for her Speak Now vault track 'I can see you' features her ex boyfriend Taylor Lautner who her fanbase had been talking about nearer to the release of speak now (Taylors version) due to the fact that the album was about him, and having him in the video created a buzz and caused the fanbase to be much more entertained by the premise of the video due to the history surrounding it.