AUDIENCE PROFILE

PLAN

Samuel Ford - Kings

MODELS OF AUDIENCE
SEGMENTATION
1. Demographic Measurements
- E.g. Socioeconomics, age, gender
2. Tribe/ Subculture model
- E.g. Find Your Tribe (Channel 4)
3. Habits and lifestyle
- E.g. YouGov profiling
4. Psychographic/ aspirational model
- E.g. Young and Rubicams 7 types of
people.

YOUNG AND RUBICAMS 7

TYPES OF PEOPLE
1. The Explorer
- Explorers search for new sensations
2. The Succeeder
- Suceeders need to get to the top
3. The Aspirer
- With Aspirers, image counts.
4. The Reformer
- Reformers search for inner enlightenment.
5. The Mainstreamer
- Mainstreamers centre themselves within their extended families.
6. The Struggler
- Strugglers often see no way out.
7. The Resigned
- The Resigned celebrate the past

EVALUATION OF THE
METHODS OF AUDIENCE
SEGMENTATION
Model of audience
segmentation

Strengths

Weaknesses

Demographic measurements
(Socioeconomic, age, gender)

Easy to measure
Quantifiable
Useful for pricing and
economics

Tells us little about an

individuals consumption
habits/ interests

Tribal/Subcultural model
(Find Your Tribe Channel 4)

Identifies aspirations and

interests
Variety and range of groups
included

x Survey data may be

inaccurate
x Quite London focused

Habits and lifestyle

(YouGov Profiling)

Very in-depth and useful

Identifies aspirations and
interests

x Quite London focused

x Anomalous data may be
included

Psychographic/ Aspirational
Model

Easy to understand
categories

x Very generalised

ETHNICITY
The predominant ethnicity of our audience is likely to be White British
For one, the cast is white British meaning that the audience will likely relate to them
Our chosen artists, Samuel Ford, is also white British
Goodwin stresses the importance of establishing the artists as a brand so it makes
sense to use actors of the same ethnicity
Ford is a British artist and our choice of locations were aimed at reflecting typical British
landscapes.
For instance, we used archetypal British houses and streets, as well as typical
woodlands common across the UK
Audience will again relate to these locations
In addition, audience members who perhaps speak other languages will still be able to
enjoy and follow the plot as there is no dialect between characters and the narrative is
purely constructed through camera work and editing.

AGE
The predominant target audience for our music video would be 1821 year olds
This is because our actors used in the video are 17-18 year olds
The audience will be able to relate to them more, i.e. experience
with young love and complex relationships
Also, fans of similar artists within this genre, Ben Howard, Mumford
and Sons, George Ezra etc., are all aged 18-24 according to YouGov
profiles.
Our music video also doesnt exclude older audiences as they will
also have experience with relationship complexes and will still be
able to relate to the plot on screen

GENDER
I believe the predominant gender of audience will be female. This is
due to the fact that the predominant audience of similar artists in
this genre are, in fact, female.
However, I dont think the consumers of our music video/ artist is
exclusively female as the characters used are a boy and girl in a
relationship. Both boys and girls will be able to relate to the two
characters and the narrative of our video.

SOCIAL GROUP
The audience for our music video isnt exclusive to a certain social
group/ class.
The houses each character leaves at the start of the music video were
chosen to be representative of typical homes, allowing most audience
members to identify with them.
In addition, we shot in locations that were accessible to every social
group and were common across the country. Again, this increases the
likelihood of the audience relating to our music video as it is likely they
have been to a similar place, e.g. a similar beach/ woodland, before.
Using upper/middle class houses and very unique locations would limit
the extent to which the audience relate to our music video and the
action within it.

LIFESTYLE
Our target audience will be members of the technological, millennial generation.
Millenials are characterised by having a more fluid identity and experimenting with more post
modern theories. Typically, individuals in this generation have more independence and consume
popular culture in a more technological way, often online.
It is likely that they spend a lot of time online and on social media - consuming popular culture. For
one, this is why we will be releasing our music video onto YouTube.
In addition, audience members frequently communicate with artists on social media. This can help
build up a close relationship between bands/ artists and their audience members, which according
to Goodwin, is important for record labels to achieve. This is something we anticipate will take place
as our video can be uploaded and spread on social media, growing our artist as a brand.
Our audience is also likely to attend music festivals, usually in search of new music or to see their
favourite artists perform. On top of festivals, going to see live gigs is a common recreation amongst
this demographic.
For instance, in 2014, 18-25 year olds made up 32% of all British Festival Goers.
An entertaining and well made music video, partnered with an interesting and captivating advert
and digipak, would likely appeal to this age range as they will become encouraged to build a
relationship with our artist and want to see him at a live gig or festival.