Planning: My audience

MY AUDIENCE

It is important to know about audiences, because before creating a media product, you need to know who is most likely to consume in it.  Extensive primary research into people's opinions inform you on their preferences such as how they like artists to be presented, what their favourite locations are, etc. The product needs to be created in the interest of these opinions to ensure earning a profit.

OUR TARGET AUDIENCE:

• Age: 16-21

Hip-Hop is an upbeat genre full of themes such as youth, passion and recreation. This reflects the youth, so we expect them to relate to the genre.

• Gender: both males and females

There are a vast amount of male and female audiences, so already within the genre exists a balance of consumption between the two genders.

• Race: black, white

Our primary research showed us that consumers of Hip-Hop include people of both black and white ethnicity, therefore we are targeting those groups as it seems likely for them to continue to buy Hip-Hop related media products.

• Audience category: E-C2

Themes such as 'the struggle', 'rags to riches' and youth are consistently explored in the genre of Hip-Hop. When applied to real life, these themes are mostly associated with social classes E-C2 due to the circumstances that many working-class people experience.

• Hobbies & Interests: We are targeting people who like to go to particular locations, such as urban areas, which are typically associated with working-class individuals which is also an aspect of who we are aiming to appeal to. 

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AUDIENCE REACTIONS

There are different ways in which an audience receive media content. Some of these relate to the theories by Hebdige, Goodwin and Dyer.

AUDIENCE ENGAGEMENT - We want our audience to engage in the lifestyle being portrayed which is that of somebody with an urban background, but built himself up to be hard-working, creative and innovative. 

AUDIENCE EXPECTATIONS -  The audience expects the music video to be very urban, aggressive and full of negative connotations. However this is alternative Hip-Hop, and our idea focuses on positive connotations which are portrayed through the artists' actions and lyrics singing about success. 

AUDIENCE IDENTIFICATION - The audience are expected to relate to the artists morals of deferred gratification. As previously mentioned, he is hard-working and innovative. If they can't relate, we hope to use the artist as a role-model, inspiring people to have goals and ambitions. 

AUDIENCE PLACEMENT -  We plan to promote the digi-pack in the music video itself. Part of the narrative shows businessmen arguing over product ideas, then our artist reveals his idea using the digi-pack. This is an intertextual reference as it is drawing upon his life. The audience will see this and appreciate the way the promotion has been executed, thus offering a higher chance to us of greater consumption.

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 Conclusion:

We now have a clear and concise idea on who our music video will be targeted at. We aim to appeal to those who are used to consuming in typical Hip-Hop and give them something inspiring.