Audience research

For my music video, the target audience is primarily a 16-25-year-old middle market aspirational audience that expects to be emotionally engaged in the content they're consuming.

People in the 16-25-year old age range, or 'gen z', grew up surrounded by technology, the internet and social media, so are more likely to consume from brands that have established clear values, are inclusive, and have a strong online community. They follow trends and engage with topics that interest them. They are often more socially and politically engaged with and aware of issues and current affairs and due to the diversity of social media are generally more accepting of other people. Some issues that are important to this generation are:

• diversity - 60% of this group say increased racial and ethnic diversity is good for society
• LGBTQ+ rights - 60% of this group think same-sex couples should be able to adopt children
• social responsibility - 70% of this group try to purchase from companies they consider ethical

 Around 90% of this age demographic use some form of social media and usually turn to the likes of Twitter, Instagram, Snapchat and TikTok for content. They're likely to use these platforms due to how fast paced they are, and how often they update, so they can constantly stay up to date without having to go into too much detail through 15 second videos, Instagram stories, tweets or snapchat headlines. Where social media has influencers and creates a 'perfect' image of life, it leaves something for people to aspire towards, and due to majority of this age demographic being on social media links to the aspirer psychometric.

The 'aspirer' psychometric type tend to be materialistic and seek status, stereotypically, they are geared towards fashion and image and want to appear as rich and attractive. They are more likely to spend money on luxury goods and high status brands that show their place in society. They consider themselves to be stylish and are normally up to date with current trends. They're also more easily persuaded by celebrity endorsements so in terms of music videos, they'd want a celebrity star. 

The middle market audience fits into the ABC1 social demographic grade which makes up 54% of the population. In general, these people tend to be more educated and in higher paying jobs, but for this age range, they are more likely to still be in education and unemployed. As this demographic is a fairly significant percentage of the population, it's an important group to target products at.