Target Audiences for Music Videos

Target audiences for music videos:

 

Notes on demographics:

 

A: Higher management, bankers, lawyers, doctors and other professionals.

 

B: Middle management, teachers, creative and media people (graphic designers).

 

C1: White collar (office supervisors, junior managers, nurses, specialist clerical staff).

 

C2: Blue collar (plumbers, gas engineers, builders).

 

D: Semi-skilled and unskilled manual labourers.

 

E: Unemployed, OAP’s, Students and casual workers.

 

 

Psychographics:

This is defining an audience by behaviour and personality.

 

Mainstreamers:	Seek security. They are conformist. Considered to be conventional and sentimental. Like value for money. Usually the largest group. Typically younger to middle aged people.
Aspirers:	Seek status. Materialistic and they find image and appearance important. Fashion conscious. Attractive packaging more important that content. Typically younger people, in jobs such as sales.
Succeeders:	Seek control. Goal orientated, confident and have good work ethic. Quality products preferred. Typically higher management.
Resigned:	Seek survival. Rigid, interested in the past and value tradition. Choice of product would value safety, familiarity and economy. Typically older people.
Explorers:	Seek discovery. Energy, individualism and experience. Value difference and adventure. Brand choice values satisfaction and instant results. The first to try new brands. Typically students.
Strugglers:	Seek escape. Alienated and disorganised. Few resources other than physical skills. Brand choices involve impact and sensation. Buy junk food, lottery tickets and alcohol. Typically demographic D & E.
Reformers:	Seek enlightment. Freedom of restrictions and enjoy personal growth. Social awareness and independent judgement. Anti-materialistic however they are aware of good taste. Select products for quality. Typically people from a higher education.

 

 

Uses and Gratifications:

 

Escapism:	Using a media product to escape everyday problems and routines etc. For example an action film completely different from your life.
Information:	Finding out about relevant events. For example, the news, documentaries etc.
Entertainment:	Getting enjoyment out of a product. Filling time, emotional release, sexual gratification, relaxing etc.
Personal identity:	Finding models of behaviour. Identifying yourself with celebrities and gaining an understanding of yourself.
Social interaction:	Talking with friends about the latest songs, programmes etc.