target audience

Media Coursework- Research Jumana Ismail

Target Audience

In order to be able to know who the target audience is for my music video I will

have to take out quantitative in order to ensure who listens to Indie Folk music

the most, as well as a qualitative method to find out what kind of people are

into Indie Folk music. Furthermore, the data I gain from my research must be

used effectively in my planning in order to ensure that I and my group have

produced a professional and successful Indie Folk music video that would be

able to attract people within that audience.

Age

Question: Do you listen to Indie Folk music?

16-25 26-35 40+

FEMALE 1) Yes- Student 2) Yes- student

3) Yes- Sales assistant 4) Yes- Dancer 5) Yes- Student

1) No- Chef 2) Yes- Event planner

3) Yes- student 4) Yes- Architect 5) Yes- unemployed

1) Yes- Unemployed 2) No- Doctor

3) Yes- House wife 4) Yes- Waitress 5) Yes- House wife

MALE 1) Yes- student 2) Yes- student 3) Yes- sales assistant 4) No- student 5) Yes- footballer

1) No- Doctor 2) Yes- Receptionist 3) Yes- Architect 4) Yes- Sales manager 5) No- Unemployed

1) No- Plumber 2) Yes- Engineer 3) No- Unemployed 4) Yes- Student 5) Yes - Teacher

I decided to carry out a mini questionnaire in order to get a clearer idea on what age group

prefers to listen to Indie Folk music the most and according to the table above, I can tell that

females between the age group of 16-25 are Indie Folk’s most popular audience.

I think it is extremely vital to decide what the target audience of my music video is, as it is

my target audience that will be interested in my product, as well as determining the content

of my product in pre-production which will enable me and my group to improve any faults

that we come across.


Many people within different age groups would be interested in listening to Indie Folk

music; however young adults aged between 16-25 are most likely to be Indie Folk music’s

main target audience as they are still emotionally and mentally developing as well as coming

to terms with developing an identity for themselves. This is important because Indie Folk

music is very emotional and always takes there audience onto a journey through their mus ic

videos that enables the artist to reach a ‘destination’ or walking into the right path.

Character profile of someone that listens to Indie Folk music:

Jackrapan Nakan, 18 years of age - A-level student

Outfit - Tends to very casual that includes loose tops and skinny jeans. This usually highlights

the fact that he is experimenting with fashion through his teen years which is typical of Indie

Folk music as this kind of music is all about someone that is trying to find themselves.

Hair style - Not combed and messy. This also emphasises the fact that he doesn’t care about

the little things in life and that he cares about bigger issues in life.

Hobby - Tends to enjoy skateboarding, surfing and ‘chilling’. Indie Folk music usually allows

the listener to think a lot and therefore the activities that I have mentioned will further

allow the listener to relax and go into another world.

In addition, Jackrapan usually goes to a lot of festivals during the summer time as many

artists within the Indie Folk genre tend to perform at many gigs and festivals.


Social Class

Social class has a very big impact when deciding who would be the audience for my music

video, especially when it comes to music within the Indie Folk genre. In general, Indie folk

music tends to be aimed at a more Niche audience in comparison to another music genre

like RnB for example that is aimed at a more mass audience.

Although Indie Folk is aimed mainly at a small audience, this is a positive thing as ‘popular’ is

not always a good thing. The fact that Indie Folk music is not very popular emphasises on

the fact the audience is more of an alternative culture which includes small groups of people

with rebellious values. I personally believe that it’s a good thing as the music is respected

and valued more in comparison to the music that’s within a more popular music genre.

It is likely that the social class of my audience would be lower class because according to

research about my target audience for ‘age’, young female students were the most popular

audience for Indie Folk music videos.

Question: Do you enjoy listening to Indie Folk music?

Lower Class Middle Class Upper Class

Female 1) Student- Yes

2) Unemployed- Yes 3) Student- Yes

4) Cleaner- No

1) Doctor- Yes

2) Engineer- No 3) Unemployed- Yes

4) Teacher- No

I was unable to

ask any upper class people

however I have included lower

and middle class people in my

questionnaire. Male 1) Student- No

2) Student- Yes 3) Teachers helper- Yes

4) Call centre worker- Yes

1) Optician- No

2) Catering manager- Yes 3) Lawyer- Yes

4) Teacher- No

According to my questionnaire the most popular audience out of the social classes was

lower class. Out of the lower class people I added in my questionnaire, most of them where

students, and therefore it is likely that most of them are lower class if they do not depend

on their families. As I have previously mentioned, Indie Folk music is all about emotions,

passion and your inner feelings. According to my external research, some lower class people


may experience stress or depression due to their standard of living and therefore Indie Folk

music may be a form of escapism to them or even some sort of motivation.

target audience

Healthcare