11% of the UK are subscribed to Spotify and a third of those being aged at 15-24 indicates the popularity of music among young people. I decided to research my audience of "fun-loving 16-25 year olds" in order to understand how to reach and appeal to this audience.
Primary and Secondary Research
After some secondary and primary research about my target audience, I found out that the genre that is most popular with the 16-25 age group is between pop, rap and rock.
From my results, it suggests that most people either listen to it at home, on public transport or at school. This indicates that a portion of my audience are students.
With my target audience, YouTube and Spotify are the most common platforms. There was also research on the UK Tribes research performed by Channel 4, which also agrees with my results. Their results also suggest that radio and a physical/digital purchase are also common ways for my audience to listen to music.
I also wanted to do gratification research of my audience to find out what they value in a song. Many said that it creates an atmosphere and cheers you up, connoting that many resort to music to alter their mood. Some also said music is used for distraction and escapism, suggesting that they want songs to different, or maybe catchy
so they don't have to think
about what they are doing.
Many don't spend money on the music industry, but those that do spend it on concerts, music subscription services, merch and CDs. Therefore, I will make sure
to include these products
on my website for my band.
My audience tends to use social media for news updates, with many resorting to either YouTube or the artist website. I want to make sure my website is informative, and also to add updates on an Instagram page, since it is also very popular with my target audience.
On UK Tribes, there are audience quotes. This quote from Harley was useful, as she would "also listen to vinyls on my record player", but she also mentions that it is "not worth the hustle" as the phone is a simpler alternative. I think I should create a vinyl as an alternative option, since there are fans who see value in the material nature of vinyl to become a part of the fan culture, but want to be able to access their music on
other platforms.
As you can see, the opinions of pop from my target audience vary quite a lot. This is likely due to the wide accessibility of music genres from music streaming services, allowing people to develop specific tastes. Many think that pop is good and some think that it's too bland. Therefore, I must look to differentiating my music video so that it is engaging and unique.
In conclusion, I have learnt to definitely publish my music on YouTube and Spotify, as those are the most popular platforms. Furthermore, I should create purchasing options for merch, tour tickets and physical copies of music in the form of CDs or vinyl, since people in my target audience seem to be willing to spend money on these products. From my results, it says that Instagram, Twitter, YouTube and artist website are the most popular for providing news, so I must make sure that I create these profiles and link them properly so that fans can access it.
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