Audience Breif

Audience Brief: mainstream, fun loving 16-25 year olds

VAL type:

Actualisers – Because they care about image which suggests that they are mainstream and social media based (which fits the age demographic). They also care about individuality showing that they are fun loving as they are exceptive of other people.

Achievers – This VAL type cares about well-known brands showing that they are mainstream. They are also career orientated suggesting that they could fit the older age bracket of our demographic as they are driven people who are just starting their careers.

Experiencers- This VAL type likes music, films and new products showing that our brand would be idealistic due to it being new and music based with video content. They are also young, impulsive and like spending money – this fits our age demographic and pop music genre as the upbeat tone matches their impulsive nature. Also, the marketing campaign on the website will easily convince them to buy our music.

Young and RUBICAM:

Mainstreamer – our brand identity is aimed at a mass market audience, this psychographic is the largest group around the world therefore making up the majority of our target audience. Also, they respond to big established brands which in this case would be Sony music.

Aspirer – This psychographic cares about status which applies to our brand’s link to Sony music – who’s status shows is a large successful conglomerate. Also, they care about image which suggests social media would be part of their lives, fitting the age demographic.

Explorer – This psychographic cares about discovery suggesting that they like adventure and are fun loving, which is what we look for in our target audience.

 

MOSAIC Profiling:

Ties of community- These people are focused on local communities which fit with Sony’s values of appealing to a ‘local’ demographic as well as an ‘international’ one. Also due to them being part of a community it would be fair to suggest that they are fun loving.

Urban Intelligence – Young educated people whose favourite media is the internet – this meets our age demographic and allows them to have access to our update website and music from our brand via the internet. Furthermore, they also include ethnic minorities as well as students which together makes a mass audience which have easy access to our marketing campaign.

Music: current pop chart music as it is mainstream and marketing to be aimed at the 16-25 year old demographic. Pop music is upbeat and fun loving.

Examples of pop artist: Taylor Swift, Ed Sheeran, Zara Larson, Shawn Mendes, Dua Lipa.

Clothes: Casual clothing with some use of branding such as shoes, watches and earphones. These clothes will be mainstream, affordable for our young demographic and available from chain stores such as Newlook and Primark. There will be some light and pastel colours – bright colours would be used as accessories to make their appearance more fun.

Food: A mainstream audience will have access to fast food chains such as McDonalds – this fast food is affordable for them. The younger age bracket of this demographic will also have access to high end brands from supermarkets chains such Waitrose and Morrisons as they will still be living with their parents who have the income to afford it.


My music video will attract the 'perfect audience member' as it is upbeat making it likeable to the younger demographic. Mainstream outfits and features of some product placement will appeal to the majority of the demographic. Also featuring my music video on my website will allow easy access to the mass audience.