Overview

The target audience for our music video and print production could be said to be quite niche in the way that it won't appeal to the midteen demographic that many popular music videos target. Instead, the demographic that we aimed to target was 18-30 year olds who have an awareness or understanding of the current situation of equality and austerity in society. Furthermore, the audience would be predominantly male due to the use of one male actor to play two male characters and the complete lack of female characters. It was unintentional to not include female characters, rather that the concept worked better with two male characters as we were able to show the binary opposition in class more effectively. However, using a female character would have been interesting/worthwhile if the issue we were trying to tackle was discrimination against women in society, particularly in politics. There is no reason why the music video and print production wouldn't appeal to an older audience as they will have more of an understanding of inequality of society just by being adults. The only reason why the music video might not appeal to an older audience is because they may have trouble identifying with the younger characters. The target audience would also be predominately white British due to the fact that the characters are white and there is very little ethnic diversity. However, once again this doesn't mean that the productions wouldn't appeal to various ethnic groups - but the fact that there aren't characters reflecting ethnic minorities could mean that the productions don't reach as wide an audience as if we had included characters of different ethnic backgrounds. The idea behind the music video meant that we only needed one actor, and we made the choice based simply on the reliability of the actor and the fact that we had previously worked together.

White British male character as shown on a draft for the print production/digipak

Dress Code
The dress code for the audience of the music video and print production will most probably be linked to the social class that were also targeting (middle class/lower middle class/working class)). This means that the dress code will vary between the t arget audience, however, most of the target audience will be up to date with trends and have a reasonably contemporary dress style. The dress code of the target audience will most probably be similar to that of the protester character seen in the music video. Therefore, the audience would be expected to wear casual clothing, such as jeans, trainers and plain t-shirts; some of the clothing items could be branded, however, this would be more affordable brands (such as Levis, Adidas and other streetwear brands) in comparison to the designer brands such as Chanel, Gucci and Louis Vuitton. Although it would be unlikely, the music video and print production could reach and effect/convey the message to audiences of a higher social class, who may dress like the businessman character in the music video i.e. suit, tie and smart hard-bottom shoes. The target audience would most likely shop at stores like Topshop/Topman In this case, placing a stereotype of dress pattern on the target audience is quite difficult due to the genre of the track and the style of the music video. However, If I had to put the dress code into a particular stereotype it would probably be a cross over between the dress patterns of indie and hip hop/street wear. This is due to the impression that indie genre audiences are welleducated compared to other genres as they are aware of contemporary issues surrounding society. Additionally, the hip hop genre crosses over with the trip hop genre of the track.

Social Class
The music video deals with issues revolving around the lack of equality in society, particularly the divide between the classes. There is a huge difference between the upper class and the working class in terms of wealth, opportunities and overall quality of life. Therefore the music video and print production would appeal mostly to the lower middle class and the working class within society, as these are the classes that would be most concerned about the class divide and are most affected by the division of wealth. These social classes are also the appropriate target audience as they are the demographic that wants to bring about change; it would be no use targeting the upper middle class and upper class because most of them would have no reason to want to sacrifice their life of comfort in order to better the quality of life of many others in society. This is not to say the video would reach audience members in upper classes, however, the message would reach out to more members of lower classes as they would be able to identify with the events in the music video. Between 1979 and 2007, the top earning 1% of Americans have seen their after-tax-and-benefit incomes grow by an average of 275%, compared to around 40-60% for the lower 99%. The way that the print production and music video would be promoted and marketed would also most likely appeal to a lower middle class (average income) audience because they are the demographic group that would be most in touch with social networking sites, as well as being more likely to take the time to watch the music video of look at the print production, particularly if it applies to the situation that theyre in. In contrast to this, there is a small percentage of citizens within the top 1% of wealth that also wish to change equality in society, standing by the 99% and voicing their opinions to increase tax for those with more wealth.

What kind of music would the audience be interested in?

The audience would most probably be interested in similar genres to that of the track, thus the target audience would be fans of trip hop, hip hop, electronic, alternative and spoken word genres. The issues brought up in the track and music video require slightly more thought than an average music video and so the target audience would most probably have an awareness of issues, such as social inequality, brought about by other tracks that cover similar topics. Hip hop has often been known to touch upon issues regarding society due to the harsh upbringing of many of the artists, most of which grew up as part of the working class or even underclass, with a lack of funds for education. For example, Yasiin Bey (formerly Mos Def) parodied a song originally by Jay-Z and Kanye West, with lines such as whats 50 grand to a motherf***** like me, Can you please remind me?. Bey replaced many of the lines by relating to the current state of society for those who cant afford luxury, replacing the above line with whats 50 grand to a young n**** like me, more than my average salary. The relationship between Hip-Hop, community action and politics is a volatile and symbiotic relationship with all working with and against each other seemingly at the same time. Hip hop has typically been critical of the powers that be, but also been driven by a desire for those in power to improve the environment. Hip hop to the core is an outsiders attempt to get insiders to listen to their plight, concerns and issues. The rise of the emcee is, in part, because those voices were ignored. Bands that operate in the electronic genre have also been known to produce tracks that tackle social issues. For example, Radiohead produced the track All I Need which, along with the accompanying music video, touches upon child labour in foreign countries and the way in which we benefit from their suffering. When planning the music video, we actually took inspiration from the music video for All I Need due to the way that it creates such strong binary opposition and sends a very clear message about the state of society to the audience.

What kind of film/TV would the audience be interested in/be able to relate to?
The target audience for the music video/print production would most probably be interested in productions with a political or societal element/plotline, similar to that of the music video. Films such as V for Vendetta, The Matrix and 1984 all have in com mon the formation of society against a dominant government or group that has control and power over the rest of society (The Matrix and V for Vendetta where both written/directed by the Wachowski brothers). V for Vendetta has been seen by many political groups as an allegory of oppression by government; Libertarians and Anarchists have used it to promote their beliefs. Activists belonging to the group Anonymous use the Guy Fawkes mask popularized by the film when they appear in public at numerous high-profile events, emulating one of its key scenes. These films also seem to be in the thriller/dystopia genre, and so it would be a fair assumption to make that, out of the fiction genres, the thriller/dystopia genre would appeal most to the target audience. On the other hand, the issues brought up in the music video are much more likely to appear in a documentary about politics and society, as the issues are factual and real, thus a real film production would represent the issues the best and be able to convey a message to an audience. Michael Moores documentaries about the American Government and capitalism (particularly Capitalism A Love Story) are a perfect example of documentary filmmaking about social inequality and corporate power. The styles seen in the music video and the print production could also be a possible influence for audiences, particularly the businessman character and his costume. The white male in a suit is a common staple across a number of film genres, appearing in films such as The Wolf of Wall Street, Wall Street, Maltese Falcon, The Talented Mr Ripley and Pulp Fiction to name a few. Therefore, audiences who have an affinity for these sorts of films, characters and costumes may be able to identify with the music video or the characters.

Social Network Sites

Due to the age of the target demographic (18 30), I would expect that social network sites, such as Facebook, Twitter and Instagram would be heavily used amongst the audience. From looking at research undertaken by Pew Research Centre, 89% of the 18-29 year olds who took part in the survey use social networking sites, closely followed by 78% of 30-49 year olds. Therefore marketing and advertising the music video/print production through the use of social media/social network sites would be most effective as we would be able to reach a large amount of the target audience. Advertising on social network sites is also considerably cheaper than traditional methods of advertising, such as trailers advertised on TV. Social network sites are also extremely useful for garnering word of mouth, as posts/videos can be shared and like by thousands or millions of people, thus raising the awareness of the post in question. Looking at the annual household income and cross checking it over with the social class pyramid, it also seems that the working class and middle class citizens use social networking sites the most, thus advertising on these sites would appeal to the target audience. Sites like Facebook and Twitter are accessible to everyone and so the audience is much more varied; this could help to attract a wider audience, as the music video appeals mostly to white males but through advertising on social media, it could reach other audiences.

Aspirations
While the basic message of the music video could be understood by anyone with a general understanding of the issues in society, the specific details and problems within society brought up in the video would mostly be understood or appeal to an audience with an interest in to politics, social sciences and charity work/social work. Therefore the target audience would most probably aspire to have a career that is related to any of the three categories that Ive previously mentioned. The music video would also appeal to those who are in financial troubles, much like the protester character in the production, thus a large part of the target audience would be university students who will be struggling with money whilst at university, and be coming out of university with a large amount of debt. Higher education students have often been known to get involved in issues regarding money within society, particularly when the cost of going to university went up from 9,000 to 27,000 in fees alone.

Tribal Identity
Using Channel 4s website uktribes.com I was able to look at some of the supposed tribes that populate the youth of the United Kingdom. I found it difficult to place the target audience for our music video/print production in to any one of the tribes on the website, but felt that the target audience was a cross over of several tribes. The target audience that the music video aims for would most probably be described by uktribes.com as somewhere between creatives (curation, collaboration, collective), DIYers (resourceful, proactive, influencers) and Young Alts (experimental, eclectic, variety is the spice of life. How was the data collected? 400+ young people representing different tribes make up the UK Tribe Project Participation from youth on Facebook and Twitter In the moment contributions from mobile Qualitative Techniques Desk research Depth Interviews Expert interviews with marketers, media, event promoters, DJs, fanzine editors etc Video and picture diaries SMS-derived insight Quantitative Techniques Online survey called Find Your Tribe spread through social media sites and online blogs Online survey versions one and two garnered 88,000 participants, allowing Channel 4 to gather preferences across over 250 brands and media, plus on lifestyle attitudes and habits.