Rihanna and Eminem

Love The Way You Lie

Sam, Kirsten, Saliah, Zaibaa

Target Audience – Music Video

Demographic terms

Gender - We feel that Rihanna will attract mostly teenagers, both male and female as a target audience. However as she is featuring with the rapping artist Eminem, the audience will be mostly male.

Race - This song can appeal to all races, as we feel the song is not aim or specific to any race or religion

Age - Teenagers to young adults (11-25). We feel that this is the age range for this type of music and music video as both the artists are quite young, and the R&B genre is generally associated with young people.

Socio-economic status - Working class/middle class is the status of people we feel this type of music and the music video is aimed at.

Psychographic Terms

Young and Rubicams 4 cross cultural consumer characteristics are: mainstreamers, succeeders, aspirers and reformers.

We feel that our main audience are categorised as ‘mainstreamers’ who are 40% of the market, and are people who will buy well known and comforting brands. Therefore as the artists Rihanna and Eminem are popular artists, we feel that their consumers will be ‘mainstreamers’.

Typical Audience profile

Name: Katie ThompsonAge: 17Likes: socialise with friends, listen to music, clubbing, cinema

etcJob: Student, Part time job in PrimarkStatus: Single

General Lifestyles of

Rihanna

(Robyn Rihanna Fenty)

Eminem

(Marshall Mathers)

Rihanna (Robyn Rihanna Fenty)

• Born - February 20, 1988, Barbados

• Singer, model, songwriter, executive producer, dancer, video director, philanthropist, cultural ambassador, author, actress

• Currently single

• Music style - R&B with Caribbean music. Dancehall, Reggae, Urbanand Hip-hop

• Fashion style – Said to be “quite risqué”. She was on the list of “People's 10 Best Dressed Stars of 2008” Also ranked 17th on Glamour magazine's “The 50 Most Glamorous Women of 2009”

She has a total of 14 tattoos which shows her rebellious side.

Eminem (Marshall Bruce Mathers)• Born October 17, 1972, Missouri, US

• Rapper, record producer, actor, songwriter

• Married, divorced, remarried and again divorced to Kimberly Anne Scott. Has one daughter - Hailie Jade Scott (born December 25, 1995)

He has also adopted two daughters, Alaina "Lainey" Mathers, the child of Kimberley Scott's sister and Whitney, Scott's child from a previous relationship

• Music style – Rap. Won a Grammy Award for “Best Rap Album”

• Had addiction to alcohol and prescription drugs.

• He was arrested on June 3, 2000 - he pulled out an unloaded gun and kept it pointed at the ground. He also assaulted a bouncer, the following day, for kissing his then wife, Kim.

What will appeal to this audience

We feel that the audience for this video will like the story line of the video, as they may feel that they could relateto this video and the lyrics. The video contains celebrities suchAs; Megan Fox and Dominic Monoghan.This will also be appealing to the audience as they are Recgonisable characters who the audience may look up to.

What does it offer the audience?

Blumber, McQuail and Browns gratifications theory:

Diversion: People can use this video as a form of escape

Personal relationships: This video could be used as a talking point at it is very dramatic,and gives a message to the audience

Personal Identity: The video can be used to compare the consumers life and relationships tothe characters