Target audience finished

Target Audience

Group 7

What is a target audience?Target audience is a specific group of people within the target

market of a product. The target audience is a group which is narrowed down by certain age groups, gender, Marital status etc. this can be teenagers, adults, males, females, children, single or married. If the target audience is incorrect for a musical product then the audience will not be satisfied with the product as they may not be able to relate to it. One of the most important aspects of marketing and producing is figuring out who your target audience is.

Linkin Park is an American rock band from Agoura Hills, California. The band is made up by 6 members: Chester Bennington, Rob Bourdon, Brad Delson, Dave Farrell, Joe Hahn and Mike Shinoda who are all around mid to late 30's.  The band was formed in 1996 and rose to international fame with their debut album Hybrid Theory that was released in 2000. Hybrid Theory was certified Diamond by the RIAA (Recording Industry Association of America) in 2005 and multi-platinum in several other countries. Linkin Park is a very global band and they have done several tours and performed at many festivals in most of the continents across the globe. The majority of the bands lyrics are based off personal experiences, politics and current world matters.

Linkin Park.

Demographics (Social Class)

Social Grade

ABC1C2DE

Higher managerial, administrative or professional

Intermediate managerial, administrative or professional

Semi- and unskilled manual workers

Supervisory, clerical, junior administrative or professional

Skilled manual workers

State pensioners with no other income, widows, casual and lowest grade earners.

Age Demographics Overview.

Age in the demographics area can be split into two main categories. Firstly the ages are split up into categories in which the viewer may fall into e.g. <18, 18-24 etc. and from this you can also narrow down and refine your search by finding out male and female age ranges to help find out our target audience age range we need to aim our music video towards and if its also more female or male dominant in that particular age range. You can also see the age categories split up into a pie chart to see which of the age ranges is the most dominant in a clear and easy to look at pie chart.

The main age range of the audience for Linkin Park is mainly between 18-34 with a combined total of 55%. This age range is quite large as they formed their band back in 1996 and many of these people have grown up listening to Linkin Park through the years. They have also gained a more younger audience as they have changed and adapted their style of music making sure each of their albums has a song that has a different style of genre in it. In their most recent albums they have added electronic elements to their music to fit the modern day sound and this has worked as they are still drawing in the younger ages to their music. This is the sort of age range you would expect to see for quite a new rock band and as Linkin Park have been going for 17 years it is quite surprising but as mentioned, they have changed there style to keep up with the times.

Linkin Park Target Audience: Age.

Ethnicity Demographics Overview.

Ethnicity is broken up into 5 different sections in demographics and these different sections are the 5 main ethnic backgrounds e.g. Asian, Hispanic and Caucasian etc. The data on Quantcast is laid out on a bar graph to clearly show to the user a comparison of all of the different ethnicities. There is also a pie chart on Quantcast to show even more clearly than a bar graph a comparison of all the data and to see which is the most dominant ethnicity for that particular artist.

This screen shot shows that Linkin Park has a large Hispanic fan base. Linkin Park have a large Hispanic following because they started in California and this is near the Mexican border and this means there would have been a large Hispanic community. They also have a large Asian community and this shows that their music is not listened to by just the English speaking nations and this is something that is actually quite unusual as most English/American rock bands don’t tend to draw in the other ethnicity's and languages. This may be down to the fact that two of the band members are from Asian country's. Linkin Park have a broad target audience thinking in terms of Ethnicity but we feel that the most interesting and unusual part of our research was discovering the large Asian and Hispanic following.

Linkin Park Target Audience: Ethnicity

Gender Demographics Overview

Gender is broken up into two simple sections which are Male and Female. The first bar graph shows the gender split and the second pie chart shows a clear split between the two genders. Stereotypically we would expect a rock bands audience to be more male based but also have some female audiences.

From this screen shot you can see that the gender of the audience for Linkin Park is predominantly male. This could be because they’re a rock band which have quite aggressive lyrics. The sound of Linkin Park is tailored to males more than females because majority of songs are singing about male heartache about losing someone important like a loved one or a partner and as the whole band consists of males, woman will find it harder to relate to their themes in their lyrics. Rock is consistently something that is mainly listened to by males and for Linkin Park it is no different.

Linkin Park Target Audience: Gender

These screen shots show the yearly income for the bands audience is quite low. This is mainly because a lot of the audience are quite young, meaning they wouldn't be in high paid jobs at this point in their life which could explain why the income is shown as quite low. This could link in with the ethnicity chart indicating that a large Hispanic audience as the main Hispanic countries aren't the richest. The second screen shot shows the majority of the households do not have kids. This might be because of the low income that they cant afford to have kids or that the audience is still quite young and don't want kids. This income section of the target audience is something that seems pretty stereotypical for the rock genre in general as rock culture is something embraced by younger people as opposed to family men and woman.

Linkin Park Target Audience: Household Income / Kids

Psychographics.

Resigned: Rigid, strict, authoritarian and chauvinist values, oriented to the past and to Resigned roles. Brand choice stresses safety, familiarity and economy. (Older)

Struggler: Alienated, Struggler, disorganized - with few resources apart from physical/mechanical skills (e.g. car repair). Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation.

Mainstreamer: Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money 'family' brands. Almost invariably the largest 4Cs group.

Aspirer: Materialistic, acquisitive, affiliative, oriented to extrinsic ... image, appearance, charisma, persona and fashion. Attractive packaging more important than quality of contents. (Younger, clerical/sales type occupation)

Succeeder: Strong goal orientation, confidence, work ethic, organisation ... support status quo, stability. Brand choice based on reward, prestige - the very best . Also attracted to 'caring' and protective brands ... stress relief. (Top management)

Explorer: Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect - the first to try new brands. (Younger - student)

Reformer: Freedom from restriction, personal growth, social awareness, value for time, independent judgment, tolerance of complexity, anti-materialistic but intolerant of bad taste. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity, small is beautiful. (Higher Education)

Psychographics are divided into groups based on social class, lifestyle and personalities.

Lifestyle.

Who would Linkin Park attract and why?

We believe that the audience in terms of psychographicswould attract mainly the struggler because stereotypically we believe that rock music is the main genre that attracts this audience. With Linkin Park being a rock band we know that they attract strugglers as well as other catagories like reformer who are people that believe in freedom and no rules. This links into Linkin Park because they sing about breaking the barriers down and no rules. In terms of social class we believe Linkin Park attracts the social class group from C2-E because these social classes are the ones that link with the categories of psychographics e.g. Struggler either is unemployed or earns very low pay (Social Class E)

How will we attract our target audince though Camera, Editing and Mise En Scene?

We will attract out target audience through Camera by using quick and creative camera shots in our music video to make the viewer entertained and not have long and slow camera shots, We always need to keep the camera moving also becuase this makes it more enjoyable for the viewer whereas if the camera is still in a lot of the shots then the scenes just become repeptitive and not so intresting for the viewer. We will also need to include performance shots of the band performing the song as this is a common convention in a rock music video.We will attract out target audince through Editing by having quick and fast paced cuts throughout our music video as rock music is generally fast paced and upbeat so we need to match the tempo with the cuts of the clips.We will attract our target audience through Mise En Scene by following the common conventions of a rock music video and this would be for the main singer in the band to look scruffy like he does not abide to any rules (Reformer psychographics). Also we will frame our main singer in the center of the stage draws the viewers eye attention to him and will draw their attention to detail on the clothes he is wearing to fit in with the genre of the song.