Target Audience Description

Before creating my music video I shall have to consider my target audience; the group of people I am planning to reach with my music video. A target audience is a specific group of people within the target market at which the marketing message is aimed. Target Audiences are formed from different groups of people, for example: Adults, teens, children, pre-schoolers.

To market an audience effectively, it is essential to become familiar with your target market; their habits, behaviours, likes, and dislikes. Markets differ in size, assortment, geographic scale, locality, types of communities, and in the different types of merchandise sold. Because of the many variations included in a market it is essential, since you cannot accommodate everyone’s preferences, to know exactly who you are marketing to.

Taking into the genre of my music video, I believe my target audience to range from 16+. I would not put a maximum age on Ben Howard’s music, as it is largely acoustic and I feel that all age ranges enjoy his music. A few younger who are into the genre may also listen to Ben Howard’s music.

I would say that my target audience are of the age 16+ because when researching my genre (indie/alternative) I found that they were the most common listeners. The genre ‘indie’ is very popular with many ages but due to the roots of the song and the style of how it has been performed it could also be recognised as ‘alternative’ and simply ‘singer/songwriter’. However, the song that I have chosen is arguably Ben Howards most well known song so many people like the song.

I think that the kind of person who would be into this genre of music and watch my video would be someone who wants to unwind, be calm and chilled. The style of the song is very calm and my intentions for the video will result in a calm mood being created, however a binary opposite will be created when the music picks up and the message of the song begins to be portray.

As far as types of communities are concerned with my target audience I wouldn't say there would be a specific type, however it is less likely that a young unemployed rap fan would be part of my target audience as the genre is not one that they would be interested in. I would say that it is a middle class genre.

After considering my target audience I will, when storyboarding, take into consideration what my target audience will expect, want and not want to see in my video, for example most indie  fans would not expect or want to see such footage that may be shown in a stereotypical rap video or pop video.

I feel as if a typical follower of Ben Howard’s music would be a person who enjoys water sports such as surfing, long walks, festivals and chilling out. Their style may be indie and alternative in the way they dress, however, I also think normal, average people who do not label themselves as a style also like to listen to the genre of music.

I think my videos typical audience would enjoy to watch casual films but not be huge film fans. They would be the type of people who prefer summer to winter, though in winter do enjoy to partake in winter sports and like the cosiness of winter, clothes wise. Their favoured artists would include Ben Howard, Ed Sheeran, Newton Faulkner, Jack Johnson, Benjamin Francis Leftwich, Jake Bugg, James Vincent McMorrow, Mumford & Sons, Red Hot Chilli Peppers, Lifehouse, Steroephonics and Jason Mraz. They would have a large library of songs and really appreciate the musical talent of these acts.