The success of a music video can hinge on the ability to know your audience. Developing a demographic and psychographic profile of your audience is a crucial step in planning and creating the artists video. First we chose the variables that best defined the profile of our artists audience. These variables were the ones that provided enough information about a typical member of a group to create a mental picture of the aggregate. At this point we had two objectives in mind: first to determine what segments/subgroups existed within the overall audience and secondly to create a clear and complete picture of the characteristics of a typical member within the segment. We achieved this by looking at similar artists audiences and followed the convergence they did. From researching artists like Ed Sheeran, I was able to pinpoint the type of person who I would be targeting my campaign at. This then led me to discover key aspects that my target audience would look for in a music video. This enabled me to distinguish who to use in a focus group to get the best and most reliable feedback for the music video.
Demographics statistically measure the non-psychological attributes of an audience. The primary demographic variables are age, gender, ethnicity, income, occupation, geographic location and marital status. Demographic data will paint a picture to describe the characteristics off an audience member. Demographic trends will describe the changes in the demographics of an audience over time. Psychographic measures include values, opinions, political views, lifestyle, behaviour, leisure activities, desires, entertainment preferences, cultural interests and social activities. When used together demographic and psychographic factors can help identify the target audience and lead you to create the perfect promotional product to best fit their requirements.
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