Audience Brief

VAL type:

Actualisers – as they care about their image, they fit into the age demographic and mainstream category, however they also care about expression of individuality, showing they care about acceptance and are fun loving.

Achievers – because they think image is important, they again fir perfectly with the briefs mainstream audience. Plus, as they are career oriented, it suggests that they would fit into the older end of our demographic, as they are driven people who are just starting their career.

Experiencers – this VAL type likes music and new products, therefore showing that our brief would be ideally suited for them, as it is new, current and music based. They are also young and impulsive and in to spending money. This fits our demographic and pop genre, as the upbeat tone featured in pop music matches their impulsive behaviour, and our marketing campaign on our website will encourage fans to buy the artists products.

 

Young and Rubicon type:

The Mainstreamer – our music video is aimed at a mass market audience. This psychographic is the largest group around the world, therefore making it the majority of our audience. They also respond to major brands, so in this case it would be Sony music.

The Explorer – this psychographic cares about discovery, suggesting they like adventure, meaning they are fun loving, which fits the brief of our target audience.

The Aspirer – this psychographic are about their status, which is relatable tour brand Sony music whose status is a large successful conglomerate. They are also materialistic and care about their image, possibly inferring social media is part of their culture, again fitting our age demographic.

 

MOSAIC profiling:

Ties of community – these people are focussed on local communities which fits in with Sony’s values of appealing to a “local” demographic as well as international. Also, due to the fact they are part of a community, you could imply they are going to be fun loving.

Urban intelligence – young educated whose favourite media is the internet means they meet the age demographic, and means they would have access to our up to date website and music via the internet. Moreover, it includes ethnic minorities and students, which together makes a mass audience that all have easy access to our marketing campaign.
 

 

Clothes: casual clothing with some branding such as shoes, jewellery and headphones. The clothes will be mainstream, affordable and available for our young demographic, from chain store such as Topshop and New Look. The colour pallet will insist or light and pastel colours, but minimalize the use of bright colours – only use bright colours for accessories to make their appearance more fun.

 

Food: a mainstream audience would have access to fast food chain such as McDonalds, which would be affordable for them. The younger age bracket of our demographic will also have access to higher end brands from supermarket like Morrison’s, as they would still be ling with family, who have an income to afford it.

Music: current pop chart music, as it is mainstream and marketed at the 16-25-year-old demographic. Pop music is also upbeat and fun loving. Examples of pop artists are Ed Sheeran, Shawn Mendes and Taylor Swift.




My music video will attract the perfect audience member, as it is upbeat, making it likeable to the younger bracket of the demographic. It will be targeted at a mainstream audience, as it will feature some branding/product placement. Also, the video will feature some sense of adventure, which will make the video more fun loving.