DEFINING THE AUDIENCE

• Rather than seeing audiences as masses or in simple numerical terms, it is common practice to find ways of segmenting the audience
• This segmentation can be achieved both demographics and psychographic

Is your text popular for a mass audience?

• Mass produced- made for the 'mass' of people
• Having research into a target audience we have decided that our target audience is a niche target audience ( a small target audience that is highly specific. This is because our music video has aspects of social realism in it, is arty, the song is alternative sound wise and therefore is aimed at a more alternative audience.
• Alternative is outside of the mainstream. It goes against dominant ideology includes minority groups, perhaps with subversive values, for example in our music video domestic abuse. 

Demographic segmentation:

• This is when an audience is segmented according to various significant social criteria e.g. gender, class, race and sexuality 
• we looked at the demographics of our target audience, however this has proved difficult as our main demographic is at school.
• However, the problem with our demographic at school is that we go to a Jewish school with students from 11-18. Therefore, we are going to widen our demographic segmentation by turning social media, enabling us to get a wider range of opinions.

Psychographic segmentation:

• Also known as lifestyle profiling 
• Combines a psychological profile of the consumer, with ideas about how conducted their life in the market-place
• The various attitudes, values, beliefs and 'lifestyle' choices are sorted into a number of distinctive categories which are used to predict consumption. VALS, the values attitudes and lifestyle classification system is probably the best known of the psychographic profiling systems. 
• Therefore, we have widened our target audience because through psychographic segmentation we have worked out their likes and dislikes, thus we have hired an attractive female lead role to widen the target audiences to males as well as females

Our audience:

• Due to our artist being synthetic and organic, we understand that we will be having a niche target audience and thus isn't popular for a mass target audience
• The demographic segmentation of our audience would most likely be white working/middle class because these are the characters that are included in our music video and so these audience members would be more likely to enjoy the music video because they would identify themselves with these characters 

Mike Masnic speaks about the importance of an artist connecting with their fans. Social media is a good way to connect with like-minded people as well as spreading the word about albums, songs etc, to their fans. This is Blake Waldorf, she is our perfect audience member- she is 18 years old, and from the UK. We looked into the demographics of our target audience, and found that teens aged 11-18 would be our target audience, and therefore Blake would be a good example of our target audience. She is interested in new and upcoming music and is constantly looking for something risky, edgy and exciting to do, or listen to. She is our perfect audience member because she likes indie/alternative music, which is demonstrated by her interests on Facebook, such as; in her bio where it says her favourite music video, this shows that she likes music and likes artists similar to ours. Similarly, her Facebook cover photo demonstrates her like for indie/alternative artists, as it is an image of Hozier, who is an artist similar to ours. VALS are the values, attitudes and lifestyle classification system, our Val would be 'Trendies', they would be the first to discover our music video and  would like our music video because they crave admiration and attention from their peers and so would like it because it is an original idea that they can share amongst their friends and peers. This VAL relates to Blake because she is a teenage girl who likes the more alternative genre of music, shown through her internists on her profile. Secondly, we can tell form her profile picture that she is not the most 'mainstream' of people as she has hair and clothes that aren't very generic, this supports the idea of our VAL because they would not dress like everyone else, they would want to be different. Another VAL that our music video links to is 'innovators', this links to Blake, as she seems like someone who likes originality, which is why innovators like, as they want original ideas that have not been done before.