Group Work: Audience Profile

I believe the target audience for the music video we want to produce is mostly young individualists, aspirers and mainstreamers - especially between roughly 15-25 - who enjoys hip-hop/alternative hip-hop artists or some groups. This is mostly due to the commercialised lyrics and focus on beats of music from an alternative hip-hop style and usually reflects delinquent actions that would mostly stereotypically attract teenagers or young adults.The use of a minimulistic set makes it slightly look fictional with strong symbolic images that also advertise products or brands which could appeal to a younger audience.

The sound of this song combines both violins and a strong beat that accommodates the other artists well and makes the song universal to different audience types as at the beginning the violins make it sound mysterious and interesting like its a movie score and could attract people who like compositions to maybe listen to the song. Also the beat isn't too aggressive or slow which perfectly fits into the beat sequence of various music genres and could attract a R&B audience as it is quite similar.

Demographic: 15-25+ young professionals/students who have a significant disposable income who according to the general registrar scale, I'll say fits into the band of B-E (working class/middle class) due to the fact that the video doesn't show that they are very affluent, which could relate to the audience as it would fit to mostly young adults who watch this, who has just started or not started their careers so therefore would less likely to have higher managerial roles.

The Mosaic Classifications demonstrate a much more varied and specific way of defining audiences, so it would be highly helpful to determine the demographic of the particular target audience. In relation to the scale, I would class most of the audience to fit under the 'O- Rental Hubs' category ranging from 'O61' to 'O66' as they would more likely be career builders in their 20s/30s or entertainment-seeking youngsters who have accommodation near universities or in flats close to night life. 

Psychographic: The audience for this music video could be considered individualist/quirkies, aspirers and mainstreamers as from the music video it seems they want to stand out and show the world they are different and want to advertise products. Due to the audience being targeted is more likely to teenagers/young adults they will more likely have a significant amount of free time and an interest of Hip-hop/rap music, due to the sound of the music. People who would more likely to listen to this would have more likely listened to or like associated acts to the artist like Kanye West, Lil Wayne, Chris Brown, Wiz Khalifa etc or under the record labels Roc Nation or Def Jam Records that consists of heavy references to commercialised products.

The video offers a sense of diversion and escapism to the audience to allow them to escape their everyday life by presenting this fictional, abstract world that looks like he is just walking through the wilderness while there are product placements to encode the audience to buy in relation to the Uses and Gratifications by Blulmer and Katz and Stuart Hall's 'encoding and decoding'. However the message could also be decoded by the audience to interpret the video to how they like as the video shows some random symbolic concepts such as a confession box, and a stairway that could represent religious symbols but the lyrics are contradictory as they are saying they are blessed for having girls and fame. In relation to Stuart Hall's 'Audience Reception Theory' the video shows the preferred reading that the creator wants the audience to see however it could be negotiated that they could see the dominant reading but it could be interpreted in a number of ways, based on things that appear in the video to encourage them to be negotiated readers to see that this is the ideal life and have a good time (Ien Ang).