Target audience

Before discovering our target audience we needed to firstly collate the information regarding our production as demonstrated and laid out in previous blogs. When looking into creating our music video it was clear to see that the target audience of the song/video would greatly influence the way in which we wish the video to be presented. One of the most important aspects of marketing and producing is researching a target audience and seeing how the product can be adapted to best suit them. Psychographic segmentation divides the market into groups based on social class, lifestyle and personality characteristics.

In order to find this information, we needed to conduct both primary and secondary research. To do so we conducted a questionnaire and survey, the questionnaire was firstly aimed at a range of age groups. After collating the information given from these questionnaires, I then created a small survey aimed at the target demographic that responded in a largely positive way regarding our chosen song and genre. The results from both the questionnaire and survey showed that the most accepting and realistic target audience for our chosen genre and song choice would be young males and females ranging from the age group of 16-25.

From looking into the open question answers from the small survey I conducted aimed especially at 16-25 I found that psychedelic music appeals to them over other genres due to they see the music under the genre “as an expression of individuality”. They also feel as though “Psychedelic musicians create music that is very distinct because they are not controlled by an outside organization.” From the remainder of the feedback shown by our target audience, it is clear that a small demographic within the age range of 16-25-year-olds find “music from mainstream artists to sound the same/too familiar because they are controlled by record labels.” Looking further into the fragmentation of our target audience it’s clear that although some may see mainstream artists in this way the other portion (the portion we are aiming our music video at) see them as ‘too familiar’, when creating our music video we aim to branch away from this to appeal to our chosen target audience as much as possible.