My target audience is of the "culturally sophisticated/media literate 16-25 AB class demographic"
"culturally sophisticated/media literate"
- uses social media often
- keeps up-to-date with the latest films and TV shows
- enjoys other art forms including music and art, may visit art galleries and exhibitions and attend music concerts
- has good knowledge of technology and uses their various devices daily (e.g. computer, mobile phone, tablet/iPad, TV etc.)
- may enjoy when traditional views/representations are challenged subverted as it allows them to be thoughtful about their consumption
"16-25"
16-18 year old:
- highly likely to be in full-time education, either sixth form, college or on an apprenticeship
- still lives at home with their family but spends lots of time out with friends on weekends
- is beginning to form their own identity through their music tastes and fashion choices but may lack total self-confidence
- attends university full-time or is enrolled on an apprenticeship
- may have had a gap year before uni to travel
- may live in dorms or with friends at uni, going back home during holidays
- goes out with friends often, to clubs and bars as well as holidays abroad
- has graduated from university and is currently in work, according to their degree
- may live with their boyfriend/girlfriend, with friends in a shared flat or with their parents, spending time with each of these groups outside of work
- is still refining their own identity and tastes but has a good idea of their basic likes and dislikes and is not scared of being themselves
"AB demographic"
- likely to come from a well-off background
- may be a part of a nuclear family and take regular holidays together
- likely to have lots of disposable income to spend as an individual (i.e. theatre/cinema tickets, branded clothing/shoes, hair & make-up products, technology)
- has been well-educated and can form their own views and opinions- may enjoy norms being challenged
- highly likely to own the latest technology including a smart mobile phone (possibly iPhone) and other personal products including a laptop and tablet/iPad
I interviewed some people in this demographic about their lifestyle, including their hobbies, favourite songs (and other art forms like film and TV) as well as their daily routine, such as their social media usage and celebrities they follow on Instagram or Twitter.
My two real-life profiles are below:
Ross Luckman, 17
- Loves dance music and says he particularly loves attending live dance music events to allow him to fully engage and focus on the music rather than listening to it in the background when studying
- Attended 'Sundown Festival' in the summer with a group of friends
- Enjoys going to parties with his friends
- Uses social media very regularly, for over three hours a day (Instagram, Snapchat and Twitter)
- Follows artists like Marshmello, Calvin Harris and Dua Lipa and says he enjoys looking at their Tweets and Instagrams as well as listening to their music as he enjoys seeing them travel and perform all around the world
- Attends a sixth form college full-time
- Wants to go into accounting as a career and study maths/economics at university
Immy Clare, 20
- Uses social media for around two hours a day on her phone (mainly Instagram, Snapchat, YouTube and Twitter)
- Has three Instagram accounts: one main, one private (for around 50 of her closest friends only) and one photography account- prosumer
- Uses Twitter to keep up-to-date with news (entertainment as well as political)
- Sends her friends pictures of herself with filters on Snapchat regularly
- Has just finished a gap year abroad where she taught English in a foreign country and travelled around Europe and Asia
- Is a first year student studying English & Drama and has aspirations of being a theatre actress
- Regularly goes out with friends to clubs and bars in her uni town
- Loves all art forms, particularly drama, music, art, photography and film and has lots of disposable income to spend on consuming them
- Says that her "current obsession" is Heathers: The Musical, which she saw at the West End recently and watches Carrie Hope Fletcher's vlogs about starring in Heathers
- Loves listening to dance music and sees Anne-Marie as an important fashion influencer
- Regularly goes to art exhibitions and particularly likes the V&A as well as Tate Modern
- Takes photos on her DSLR camera (that she got for Christmas) and uploads them onto her photography Instagram account
By understanding my target audience's lifestyle, hobbies and tastes, I am able to understand how to encourage them to interact with my artist as well as buy into their brand. This kind of lifestyle profiling would be very important in the dance music industry before artists get backing by large record labels or similar to see if the artist should have a single, album and following tour.
Following my research, I have also decided to focus more heavily on the female-side of my demographic as I will create an artists persona using myself and think I could fully engage with the entire age category of my TA this way.
Mood Board
=I have created a mood board based on the demographic I am targeting, from my brief and audience research. The board visually represents my TA's hobbies, likes and consumption choices.
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