Research- Target audience further

"Audiences are not blank sheets of paper on which media messages can be written, members of an audience will have prior attitudes and beliefs which will determine the effects"Abercrombie 1996. This shows that after researching similar texts, I know my potential target audience will be teenagers/students ranging from 13-21 year olds who are interested in mainly indie music as my video focuses on this type of genre, however I also know other audiences might be persuaded by my music video if they have prior attitudes or beliefs which support my video.

Here are some demographics to explain the increase of music video's been viewed on the Internet:
Students are spending twice as much time on their computers as compared to television viewing 33% of 18-24 year old students have increased their consumption of websites or user-generated videos since last year, and 30% of 18-30 year olds report frequent video viewing on social networking sites
61% of students are watching movies on computers vs. 76% on their television.

I have encouraged my target audience to be consumers of my music video from:
1. The representation and understanding of the target audience, this ensured a successful music video- marketing strategy e.g. focusing on selling the music video to students who are interested in ‘indie’ music, thus recognising the different social, attitudinal, lifestyle and income changes for students; therefore the magazine is marketed to find an accurate audience. The marketing strategy could include launches, advertising, press and media packs, giveaway and competitions, mobile services,websites and fan sites and conventions.
I also shaped my music video to meet the expectations of my audience through my knowledge of their data. For example :

• Their values- by acknowledging the importance of the values the audience are concerned with- e.g. Using the latest software e.g iMovie to achieve high quality sound, camera shots, editing and mise-en-scene..
• What they identify with- e.g. people see themselves belonging to certain social groups e.g. individualists/ aspires/ interest in fashion.
• Their consumption habits are: Lifestyle- socialising/ listening to music/ going to gigs and festivals/ following the ‘indie’ fashion- messy hair, vintage clothing etc.
  

2. I also used demographic research to target my audience:
· Is everything it advertises suitable for the age and gender.
· Are competitions advertised with the video appropriate for the age and gender.
· Are the key actors or bands correct for the age and gender
· Is the content/ personalities in which the audience follow correct for their age and gender.
· Is the price of the Digipack affordable for the age and gender.