MY TARGET AUDIENCE

DEMOGRAPHICS

• Gender: Results showed that 55% of candidates that liked Hip Hop music were male, while 45% were female. I expected there to be a significant difference, with a far higher percentage of men. However, the results showed that modern Hip Hop music is largely gender insignificant, probably due to the rise of conscious rappers in mainstream music.

• Age: With 36% of the audience being 10-15 years of age, 46% coming under the 16- 21 bracket and 18% of 22 and upwards, the music appeals most to those of late adolescence and early adulthood. A significant portion is within the young adolescent stage, while the smallest proportion of the audience is 22 years old and upwards. This shows me that Hip Hop music, while rising in popularity, is still young people’s music. I did find out from the older listeners of the genre, that their favourite artists were conscious, socio -political or self-aware rappers such as Kanye West, Kendrick Lamar, Eminem and Nas. The younger, and most prevalent members of the target audience listen to rappers, such as 2 Chainz, Big Sean, and Rick Ross, showing me that bass and trap flavoured production and a focus on wealth, material and gang related lyrics are still the most popular aspects of Hip Hop music, possibly due to their accessibility.

• Ethnicity: The majority of the audience who listen to Hip Hop are of black ethnicity (47%) with white (33%) being the subsequent highest, followed by mixed-race (20%). This being said, many prominent figures dominating the mainstream Hip Hop industry are of white, or mixed-race ethnicity, such as J. Cole, Drake, Eminem and Nicki Minaj, most likely due to their cross-compatibility with a variety of ethnicities. Riley being a mixed-race rapper, he has a large potential not only to appeal to the core audience, but a much larger mainstream audience too.

• The NRS social grade of my core target audience is C2-D. However, due to Riley’s middle class upbringing and mixed race heritage, the range could potentially extend to B as well.

PSYCHOGRAPHICS

• As Hip Hop has become more prevalent within the public eye, the psychographics of its core audience have changed drastically. Where once masculinity, notions of oppression and working class environs such as inner cities dominated the core audience by a massive margin, modern studies show that, although this audience is still a major consumer of Hip Hop music, a trendier, middle-class suburban audience has begun to emerge. This presents notions of a shift in subject matter and the sort of artists Hip Hop music propagates. For instance, in the early 2000s, 50 Cent and the “pretty -boy thug” image was the central focus of the genre. 2007+ has seen the rise of socially conscious artists such as Kanye West, Kendrick Lamar, Andre 3000, Ab-soul, Isaiah Rashad and Drake. The masculine “pretty-boy thug” image was phased out by a focus on lyricism, musical acclaim, and finding a niche in the genre.

• In a survey, listeners of Hip Hop music seemed to enjoy predominantly African American sports, such as Basketball, Baseball and American Football. Cultural staples, such as an interest in black politics, news and history are also cited as interests of the older members of the audience. Most depicted an interest in other black music, such as RnB and Neo-soul, with artists like Erykah Badu, Aaliyah and B.J the Chicago Kid being prevalent artists in both genres. Some older audience members expressed their enjoyment in watching documentaries. Due to their heightened, mature awareness of society and themselves, intelligent, socio-political rappers such as Ab-soul, Tech N9ne and Immortal Technique appeal to them most.

• A significant portion of my audience are also religious, hailing from Islamic or Christian backgrounds, as many members of the black community are known for.

WHAT MY AUDIENCE EXPECTS• Setting: My audience expects, above all, an urban setting. The typecast graffiti -filled, dilapidated environment is a

true staple of the genre, and is instantly familiar to the inner-city dwelling core audience. Many members note that

the use of unconventional setting, such as a rural backdrop, help in breaking up the monotony of conventional rap

videos. Prominent examples include Kendrick Lamar’s “Bitch Don’t Kill My Vibe” and Eminem’s “Love The Way You

Lie”.

• Costume: Surprisingly, the audience mentioned many contemporary costume choices, as opposed to stereotypical

representations from the previous era of Hip Hop music, such as baggy clothing. The majority of the target audience

opted to mention fashionable, urban pieces, such as drop-crotch skinny jeans, timberland boots, varsity and leather

jackets, beanies and a certain style unique to the artist. Riley’s eye for massive boots lends to this unique sense of

style, so I have made sure for him to include them in the shooting for the video. Candidates also highlighted that Hip

Hop has always followed a guideline in dressing artists in either very low-key colours, such as all black, dark browns

and grey, or contrasting bright colours, such as purple, green, red and other luminous tones.

• Camerawork: Many candidates express that contemporary rap music is seen more as an art form, as opposed to an

explicit re-telling of gangster and criminal experience. They realise that it has evolved from mere storytelling, and

likewise know that the whole package surrounding it has changed also. As a result, the audience expects the

camerawork to befit the themes and concepts explored within the lyrical content, and also reflect on the artist as a

human being. A far more artful approach is expected, with plentiful art -house cinematography to boot. Static,

symmetrically composed shots contrasted with short, sporadic bursts of handheld are what I need to use to live up

to audience expectations.

• Editing: Typically, candidates noted that cut-to-beat synchronisation is fundamental in Hip Hop music videos,

allowing for fast-paced editing when synced to the kicks in the instrumental, or a slower-paced, calmer atmosphere

when synced to the snare or clap. Many pointed out that visual effects in Hip Hop include lens flair, glitches, TV

simulators, sepia and film grain, because of their wide applicability and authentic aesthetic, tying in with the gritty

realism of the genre.

OVERVIEWDemographics

• NRS Social Grade: C2-B

• Gender: 55% male, 45% female

• Age: 36% 10-15 years, 46% 16-21 years, 18% 22 years +

• Ethnicity: 47% black, 33% Caucasian, 20% mixed ethnicity

Psychographics

• Core audience: Trendy, middle class suburban teenagers

• Interests: Music (predominantly African American), blogging, internet social media, basketball, baseball,

American football, black politics, religion.

What My Audience Expects

• Setting: Urban dilapidated setting with rural sub-settings.

• Costume: Contemporary fashion and urban street styles.

• Camerawork: Art-house style focusing on sporadic handheld and stationary mid, wide and long shots.

• Editing: Cut to beat synchronisation and glitch TV visual effects.