By Rhiana Matthews-Nelson and Ilana Day

AUDIENCE PROFILE

DEMOGRAPHICS Location: London

Class: Working/Middle

Age: 15-22

Sex: Both genders

Education/Income: Sixth Form student/University

PSYCHOGRAPHICS Musical genre: Hip-Hop, Urban, R’n’B

Favourite artists: Beyonce, 50 Sent, Azalea Banks, Nicki Minaj, Plan B, Jamie T

Outfit choices: branded but comfortable clothing e.g.. Tracksuits, hoodies, trainers

Likely to shop at: Adidas, Nike, JD sports, vintage stores

Hobbies and interests: intake of alcohol and drugs occasionally, enjoys British films including youths and expressing social realism for example, Ill Manors, Harry Brown, Kidulthood etc.

cares about their appearance

I want to become a sports brand designer or a professional DJ.

I'm 19.I enjoy skateboarding and socialising with my friends.

I'm currently a student studying photography, art and English.

On the weekends I enjoy going to social events where I smoke and drink with my friends.

I care a lot about my appearance. I spend a lot of time on my make-up and hair.

I like to create t-shirt designs and photograph things I find interesting.

I like to shop at vintage shops.

I enjoy a range of music such as M.I.A and FKA twigs.

I'm not sure about university

I enjoy watching films with good cinematography

I am 21 years old.

I work in a skate shop in Camden.

I enjoy hanging with my friends after work and on the weekend.

My favourite music genre is underground rap and old school hip-hop. I like to keep up to date with my favourite music artists.

I usually purchase clothes from Topman and Levi’s. I like to style my own clothes.

I have been playing the drums since I was 13 and it is my favourite interest.

I take pride in my appearance because it’s the first people notice about me.

Me and my friends often pay to see upcoming rap artists in the area.

If I am unable to model, I would like to open a store which sells skateboards.

I model part time when I‘m low on money.

ASPIRATIONS FOR THE FUTURE

• The people we interviewed wanted to go to university and do stuff with their lives. So most of our target audience are pretty ambitious. We can incorporate this into our video by adding shots of money showing that the artist is earning money to elevate aspirations of the audience.

INTERESTS

• We asked some of our target audience about their interests and we received mostly creative responses. Showing that our target audience is creative, we will incorporate this into our video by showing shots of street art and culture which should interest our target audience.

OPINIONS OF MUSIC VIDEOS

• We asked some of our target audiences opinions of music videos and they were all positive. Showing that they are our target so hopefully they will enjoy ours.

• What makes a good music video

• We asked some of our target audience what they thought made a good music video. They replied with good storylines and interesting shots. Our music video is going to be predominantly performative, so maybe we will add some story into it. We also hope to incorporate interesting shots into our video.

REPRESENTATIONS• We asked some of our target audience how they thought youth were represented in

music videos as we have a young lead. They said that representations were mostly negative as they portray teenagers as partying all the time. Someone else said that youth are misrepresented as most popular artists are in their mid twenties. We hope to portray a realistic image of youth in our video.