Audience behaviour

What is the target audience?

OCR have set a brief for music videos to target "A socially conscious, 16-25, middle to upmarket demographic". This incorporates two key elements, with '16-25's being a massive media consuming demographic, whilst 'socially conscious' and 'middle to upmarket' implies a more niche audience, allowing for myself and other media students to create a more stylised and personal music video, whilst having to still conform to some genre conventions and should therefore contain intertextuality appropriate to this audience. 

How to target the target audience?

'16-25's consume the most social media and in particular YouTube. The video-streaming site is the most popular way to consume music videos and IPFI sited 77% had used YouTube for music in the past month, with YouTube also releasing a statement on the topic, stating that “more than one billion music fans come to YouTube each month". Therefore, releasing a music video is almost synonymous with releasing a music video on YouTube.

YouTube consumption in relation to age

Targeting  "A socially conscious, 16-25, middle to upmarket demographic", however is not as simple as posting a video on YouTube. We have to look at what is important to this demographic and what they enjoy. Most of this demographic do spend a majority of time online, consuming media through streaming services, playing video games
and using social media. Some social issues that are important to this demographic surround topics such as mental health, LGBTQ+ rights and equality of men and women.

Music popularity within the 16-25 age range

Music genre will also play apart of targeting this demographic. Therefore an appropriate genre is vital in order to get the largest reach on a video. The top 3 genres are (in order) Pop, Hip-Hop and Alternative/indie rock. Pop music is not, however, an appropriate genre for the rest of the brief, with the pop genre being dominated by corporate figures in comparison to Hip-Hop and alternative music which are deeply rooted in social justice.

Incorporating this knowledge into my project, suggests that pop culture can be used to push 'Drunk Walk Home' (being alternative) effectively by tapping into a middle to upmarket audience and getting a positive reception from this demographic, with my video's theme surrounding of gender performance.