Market Research

The indie/alternative group within modern society is the set of people that we are aiming our music video at. After looking at the website 'UK Tribes' we found that the people who are 'Creatives', 'Scenesters' and 'Stylers' are our main target audience.

Creatives:

Creatives are still top of the Tribal map and care constantly creating new content.

DIYers are creative, tech savvy self-starters that bring culture to life for Tribes today – they produce music, promote club nights, start indie brands and create festival stages. Many are also Creatives, but DIYers are set apart by their aspirations to ‘make it’, create events and actively influence culture in their area. DIYers used to be focused more in London, but in 2015 all major cities have a strong DIY scene. This would fit well with our music artist as she is new and upcoming meaning they can be inspired by our music video.

Scenesters:

Replacing the recently demoted Hipsters – the scenesters encapsulate everything that Hipsterdom has failed to in recent years.

Setting themselves apart by creating new trends by co-opting fashion and music from across the Tribal map and blending it with their own individual attitudes. Ever difficult to pin down, they move at lightning speed through youth culture – moving onto what's ‘next’ before it has a chance to become ‘now’. With our music artist being new and ahead of the times this group can gather inspiration through her clothing and styling to become ahead of everyone else within society. 

Stylers:

Still representing status and style, it’s about partying, looking good and staying ahead of cool.

Stylers hold strong on the UK Tribes map – innately cool and stylish, the rising influence of Urban fashion and music have made them a hugely aspirational Tribe for youth today. As luxe sportswear and Urban high fashion has hit the Aspirants (check out the Hypebeasts), more young people than ever before are looking like a Styler and aspiring to their luxury lifestyle. This group of people can see updates of the new 'cool' with the clothing and styling of our new artist within the music video.

Target Audience: 

We have a target audience of both male and female although we are mostly targeting our music artist at females. The music video is aimed at females aged 17-26 and males at 17-21 years of age. This group of people will naturally be attracted to the video due to the music artist being female and her appealing to other young women without meaning to. This is due to the music generally being more relatable to people of the same gender. However, males are being attracted due to the young female music artist being deemed attractive fitting the theory of the male gaze.

People within our target audience are individuals that are not afraid to show their own style through music and clothing- setting themselves apart from others. They like to make themselves unique and independent by showing their own identity. The audience who will be attracted to our music video will have a huge interest in music, especially in the indie/alternative genre which makes sure they enjoy not only the song but also the effort made towards the video -appreciating the use of mise en scene and lighting choices.

The typical female within our target audience would usually be seen wearing denim mom jeans paired with either an oversized shirt or jacket. Their wardrobe would usually contain faux fur jackets, sweatshirt dresses, denim items and off the shoulder tops. Young women with this sense of style would fit best with both the music artist and video due to having similar styles. The clothing for males would typically consist of denim items, ripped jeans, Vans, shirts and branded hoodies. 

Both genders would constantly be involved with music concerts and festivals by attending their favourite events throughout the year; this will keep them up to date with the latest indie/alternative songs while also enjoying their favourite music. The artists they like will consist of bands such as Blossoms, Haim, London Grammar and many more. This group of people would fit perfectly with the music video as not only would they fit the styling of the video and music artist but also enjoy the aesthetically pleasing visuals as well as the new upcoming song used.