BLOG 8; Audience Analysis and Profiling

Our Music Video's audience profile:

Our music video is targeted towards a younger age demographic between mid-teen and mid-twenties. Since our actors are aged in the late-teens range, the music video would be most relatable to a similarly aged audience. In terms of the ethnicity, the Asian cast of our music video makes it most likely to appeal to a mostly Asian audience. Moreover, the music video should appeal to both male and female audiences because we plan to present both traditional and subversive gender representations.

Considering that the lyrics involve a male actor talking about buying roses for ladies 'buying roses for the lady I want', the music video is more likely to appeal to a heterosexual audience. In terms of psychographics, this music video would appeal strongly to the ‘aspirer’, ‘mainstream’ and ‘struggler’ psychographics while also maintaining the interest of other psychographics except for ‘resigned’ groups.

Our primary audience would include individuals within the target demographic who are mainly interested in the hip-hop music genre and consume hip-hop music on a regular basis. Having a strong interest in both the hip-hop genre and the jazz hip-hop sub-genre, they would listen to both traditional hip-hop artists such as Snoop Dogg and Dr.Dre, modern hip-hop artists such as 21 Savage and Travis Scott, and jazz hip-hop artists such as J.Cole. Our secondary audience consists of individuals who do not have a strong direct interest in hip-hop music but frequently interact with our primary audience, and are interested in related music genres such as pop and jazz.

Our target demographic is relatively young, and therefore would be most likely to engage in fan activity on social media platforms such as Instagram, Twitter and TikTok, and this is why we've decided to make use of Instagram as the social media platform to promote our music video 'Write This Down'.

Chinese audiences who do not have access to foreign social media platforms due to legal regulations tend to use Weibo as their primary social platform used to follow artists. Platform wise, our demographic uses Spotify as their main method for music consumption. Similar demographics in China tend to use QQ Music & NetEase Cloud Music to consume music and engage with fan communities.