AUDIENCE RESEARCH 

SECONDARY RESEARCH
Marketing to 30-40 year olds usually comes in 3 mediums: television, internet, and print. Marketing to this age segment using print is easier than younger age group. This is a because they grew up and spent most of their without the internet and social media. It is more common for this demographic to read hard-copies of magazines and newspapers. They are more knowledgeable when it comes to sophisticated vocabulary. Companies are able to use more complex literary devices in their print ads, such as metaphors and hyperbole. The language used is more formal, some adults in this age group may consider an informal mode of address as offensive.  According to most surveys, the average adult watches between 2.5 and 3 hours of TV a day. 

81% percent of adults use the internet, according to a 2012 survey. 39% percent of adults have a smart phone. The internet provides a relatively useful platform to advertising to adults. Using the internet is partly a result of this age range wanting to feel young and with the trends. 

According to this secondary data the most common genre of music for the 35-44 demographic is 'pop music'.
The most common genre of music for 25-34 demographic is also 'pop music'.


According to this secondary data the most common artists for the 35-44 demographic includes U2, Madonna, Elvis Presely, Queen.
The most common artists for the 25-34 demographic includes Nas, Madonna, Artic Monkeys, John Legend. 

How do producers target their audiences?   
- Producers study what people like and then try to design an approach that will appeal to their target audience.

-When it comes to what goes into a product, advertisers have a long list of techniques to choose from. They can decide whether to make the product funny or a touching one.

-One way producers target their audience is through collecting qualitative data which is a more straightforward and personal method for media producers to find their target audience.


PRIMARY RESEARCH 

Audience theory 

Hall's theory states that there are 3 types of responses which could be evoked by the audience when they are taking in the message/ decoding. 
One of the positions they adopt is the Dominant, or preferred reading. This is how the producer wants the audience to view the media text. Another position is the oppositional reading. This is when the audience reject the preferred reading and create their own meaning of the text. This can occur when the media contains controversial themes that audience disagrees with. The final position is the negotiated reading. This position is a compromise between the dominant and oppositional reading. The audience accept parts of the producer’s views but also has their own views on other areas.

Gerbner's cultivation theory suggests that repeated exposure to TV over time can subtly 'cultivate' viewers perceptions of reality.

Bandura’s social learning theory emphasises the importance of observing and modelling the behaviours, attitudes and emotional reactions of others, which is quite useful within the music industry.


My primary research would include a questionnaire (shown below), an individual interview asking my parents/ friend's parents about the type of music they like etc.

QUESTIONNAIRE  (need to send of to teachers/ parents/ put online to receive answers from adults ranging from 30-49 years old) 

I decided to hand my survey out on paper, as this is easier for the 30-49 demographic as some may lack access to the internet/ skill to access my survey online.

RESULTS:   Through my primary research I have found out that the most common genre preferred by the 30-49 demographic was 'pop'. 

The songs the demographic listen to were/ are played on radios such as RADIO 1, CAPITAL, MAGIC

The music they like varies from slow to catchy, energetic. They also like the song to have a narrative/ meaning behind it and the lyrics to be realistic. 

A LEVEL MEDIA: COMPONENT 3 RESEARCH AND PLANNING BLOG

MUSIC MARKETING BREIF 4

 (MUSIC VIDEO; MAGAZINE FRONT COVER & FEATURE or WEBSITE)

TASK 1

COLUMBIA RECORD LABEL

MUSIC VIDEO 1

MEDIA LANGUAGE 

REPRESENTATION
Through the use of ML and REP portrays conventions of a western movie, attracting audience who are interested in western movies which are usually targeted at the
older 30-50 demographic. 
The use of props such as of the costumes- tracksuits, baggy t-shirts, allows the any demographic to denote as they are  all aware of modern everyday trends of the younger society. 

INDUSTRY 
The Columbia record label is reflected in this music video as it is mainstream. The music video contains high production values, which is evident through the use of props such as cars and horses. The video is distributed over many online platforms, accessible on Columbia Record Label website as well as Youtube, allowing to reach the young target audience as the internet is popular for this generation as well as older demographic as they want to stay with the trend and also use the internet. 

TARGET AUDIENCE
Lil Nas offers a unique style "The song is country rap. It's not one, it's not the other". His uniqueness attracts a new range of audience, it mixes fans of rap genre as well as of country. It targets a combination of different generations, younger demographic which are into rap as it is seen as 'cool' and also the older demographic, which enjoy listening to country songs. 

MUSIC VIDEO 2

MEDIA LANGUAGE 

THEORIST/S:

TODROV'S NARRATIVE THEORY 

His theory suggests that all narratives follow a 3 part structure, which this music video follows. The equilibrium is when the couple are together. the disequilibrium when the couple had a fight. the break-up is the acknowledge of the disequilibrium. The resolution is the main character, Adele trying to gain him back. However the resolution is unsuccessful. This leads to a new equilibrium- Adele decides she is fine being alone. 

REPRESENTATION

ML is used to construct the Adele's (the protagonist and artist) strong, powerful character/ personality.  The use of pathetic fallacy such as rain and storm does not only reflect the protagonists feelings, but it also allows a strong representation of Adele to be created as she compared to the power of the weather. 

INDUSTRY 

The music video as it is mainstream, which is common for Columbia record label. The music video is of a high budget, which is evident through the use of props such as a customised telephone box, as well as the use of special effects. The video is distributed through Youtube. This allows the industry to target the 30-49 demographic as they want to use the internet due to wanting to feel young and 'with the trends'. Youtube widens the target audience as it is accessible internationally, common for mainstream music videos.

TARGET AUDIENCE

The music video targets audience who are interested in Adele's life as they receive her point of view on things/ events. It targets mainly Adele fans - which could vary with age. Adele is 31 years old, therefore could target women similar to her age- they may be inspired her as she is an independent strong female character. 

The music video ML and REP uses complex literacy devices such as pathetic fallacy for example the rain or winds which reflect Adele's emotions/ feelings. The 30-49 demographic are more competent when it comes to language, therefore targets the target audience perfectly. 

PARLOPHONE 

MUSIC VIDEO 1

MEDIA LANGUAGE

THEORIST/S:

TODROV'S NARRATIVE THEORY 

Todorov's theory can be applied to the narrative in the music video. There's an equilibrium where everything is balanced. The elephant is at the zoo. then there's a disruption when the elephant decides to escape the zoo to find it’s friends. The video then ends in a better equilibrium where the elephant finds it’s friends and is free from the zoo. 

REPRESENTATION

ML is used to construct the representation of the artists lives and that what they have achieved/ what they do is their 'paradise'. The use of elephant costumes who run away to find paradise, which is later then revealed as being the artists reflects that their fame and success is only possible when they are all together, representing a strong relationship between the group. 

INDUSTRY 

The Parlophone label is reflected in the music video through the use of  a narrative/ plot typical for the pop genre. it is also common for Parlophone to create music videos which have meanings behind them. 

TARGET AUDIENCE

This particular song could be aimed at a demographic of 18-35 as is based about finding your paradise and your life goals, which can be very inspirational for someone still trying to figure out their life. The concept is complex, there is a lot of complex literacy devices used such as metaphors, targeting 30-49 demographic as they are more knowledgeable when it comes to language and denoting these codes. 
The video targets anyone who loves animals or the potential of finding their paradise. It also targets Coldplay fans, which have no specific demographic group, instead ranges from different age groups and different classes, as the video includes the artists and a live performance.  

MUSIC VIDEO 2

MEDIA LANGUAGE

REPRESENTATION
ML is used in this music video to construct the little boy as someone who wants to be accepted by society, through the use of many cuts, creating a fast pace which shows the boy is frightened by the situation and confused. Applying Andrew Goodwin theory- who identifies that there are 5 key aspects of a music video which the audience should look out for, which include narrative and performance, relations of visuals to song, technical aspects of music video. The music video is like a short film. The little boy is different to everyone else in the music video and is looked down by them which is showed by the boy is running away from them. 
The society is represented as someone who does't want change and expects everyone to be the same, as they chase the little boy and are also frightened by him (the teacher closing the door when she sees him). 


INDUSTRY 
The music video is of high production values which reflects the Parlophone record label, which is evident through the use of special effects. The music also follows a plot/ narrative with a meaning behind, common aspect for the Parlophone label. The song's lyrics and music video conveys the message about inner strength. 

TARGET AUDIENCE
Titanium is a pop song which draws from the genres of house and urban-dance, therefore attracting audience interested in these aspects. The song's lyrics are about inner strength, which allows to target demographic of any age above 16 which are struggling with life and need strength. The song is an inspiration for them. The whole story acts as a metaphor, this may be difficult for the younger demographic to understand the story, therefore mainly targeting the 30-49 demographic as they are more knowledgeable when it comes to language and denoting these codes. 
Mode of address 

TASK 2

DOUBLE SREAD 

The 4 primary colours of billboard are included in the top that Nicki Minaj is wearing. The colours of red, yellow, blue and green are associated with Billboard as they use them in their masthead. 

*Both Beyoncé and Adele are artists signed to the Columbia Record Label.

TASK 3

• Columbia records is mainstream record label. They usually sign artists with a high popularity such as Adele, Beyonce. 
• Their music videos are of high quality/ production using a high budget. Their music videos use pricey props such as cars and cool, aesthetic settings/ locations. 
• It represents artists of many different genres allowing it to target a wide variety of audience. 
• Columbia record's music video tend to include the artist within the music video. This is done to sell the video, as the audience are more likely to watch and like the video if it involves the artist. 

• The music video of Parlophone usually include a meaning behind the narrative/plot. This mostly targets the 30-50 demographic as they are more likely to decode the meaning.
• It is also common for Parlophone to uses complex literacy devices within their music videos such as pathetic fallacy. This is because the 30-49 demographic are more competent when it comes to language. 
• The record label is mainstream , however they do not tend to use the artist in their music videos as this is not their main focus, but to share a meaningful story.