Audience Theory

Research And Analysis For My Target Audience

Geographic
Region- When looking at the region of my target audience is varies depending on the
nation, however when limiting this genre of music(Hip- Hop) to specific countries, we
can mainly focus on The UK and USA.
Hip- Hop fans in the UK is not as popular as those in the US, fans in the UK are often not
living in high end accommodations and are not classed as being privileged. They live in
poorer areas of the nation. If we had to give an area which Hip- Hop is more popular in
we would say South London. However in the US, Hip- Hop fans are a mixture of rich and
poor, we see hip hop popular in many states and cities, this may include poorer areas
such as Detroit, it may also include wealthier areas such as Los Angeles.
Climate- In the UK which is a currently a large aspect of hip- hop, the climate is often very
dull and dark, it is sometimes seen as being intimidated. However in parts of the US which
is popular for Hip- hop we see very sunny weather, very hot and humid, this would be
places such as California. Overall we get a mixture of climate when locating the hip- hop
fan base.
Size- As we know the size of the UK fan base for Hip-hop is not as
large as it is countries such as the US. However due to being a popular
genre of music in multiple countries, the size of the fan base does not
seem as limited.

Demographic

When taking in consideration the demographic aspect of my target audience we look at multiple factors. These factors include age,
ethnicity, gender, family size, family life, generation, income, education, occupation, religion and social class. As a group, we
agreed on these opinions

Age- The age margin we agreed on was between 15-25 years old.
Ethnicity- As a whole the hip- hop music industry is dominated by African Americans, however
we do see a vary of ethnicities such as White British and white American.
Gender- Male massively dominates the hip- hop industry!
Family Size- We classed this aspect not to be relevant to our target audience.
Family Life- Due to the age of the target audience, a lot of the audience would still be living at
home with close relatives, however some of our audience may have just moved out and are
living alone in cheaper accommodations.
Generation- The hip- hop industry crosses over between generation Y and generation Z.
Income- A lot of the audience will have a lot of disposable income from still living with family,
however others who have recently started living alone, may have a low income causing them to
live on a shorter budget.
Education- There will be a mixture of where the audience will be attending, some
of our audience may be attending high school, some may be at college/sixth form and others
may be at university.
Occupation- Most of our audience may have part time jobs or be unemployed due
to their young age.
Religion- We see many artists wearing jewellery or having tattoos showing symbols for religions
such as Christianity, this is very popular however we are seeing more religions introduced to the
hip- hop industry such as Muslim acts.
Social Class- Overall social class in the UK shows the hip- hop industry to be middleclass or
lower class. However in the US we get various classes including middleclass and
high-class.

Psychographic
When taking in consideration the psychographic aspect of my target audience we look at multiple factors. These factors include
lifestyle, personality, values, opinions, activities and interests. As a group, we agreed on these opinions

Personality- A major characteristic we see by a lot of fans which describes their personality is
their aspiration. A lot of fans actually perform themselves hoping to become popular and
successful through their music.
Lifestyle-Their lifestyle is often opposite to what we see in hip- hop videos. Being more
specific we see a lot of fans living in low cost homes, working low class jobs and overall not
being very wealthy.
Values- From listening to hip- hop we understand the values of some of the music is to stay
loyal to their friends and family, it is also believed by hip- hop fans that not all class b drugs
are illegal and they are strongly against the police.
Activities- Due to their age (15-25) my audience are likely to do a lot of physical activities.
When looking more specifically at physical activities which they may take part in, we look at
activities such as going to the gym.
Interests- A lot of fans are very interested in putting themselves in to the music industry by
performing themselves, hoping to become successful through their music. They are also
interested in attending many music events such as concerts and raves.
Opinions- When looking at some of the opinions of our target audience, we see that our
audience has a strong opinion against the law and police however mostly hip- hop favours
some illegal activity and the loyalty to others.
Audience Profile- E(Unemployed, students, pensioners, casual workers)

This is 20 year old, Mitch. He is

currently at university studying
music. He is a big music fan and
enjoys attending live
performances, specifically
hip- hop acts.
As well as watching and listening
to hip- hop acts, Mitch also likes
to perform himself as seen in the
photo.
Just like majority of the audience for hip- hop music, Mitch is wearing a cap, we see this
a lot in hip- hop. He is also see him wearing a gold watch which is also seen very regular
in hip- hop as a sign of showing wealth.
To go with the low key lighting, we see many hip- hop fans and even artists wear very
dark clothes, here we see Mitch wearing a black jacket as well as a black cap.
I have chosen to use Mitch as an example for my target audience
because he is an expectation of what I expect my target audience to
dress and act like, he has interests and hobbies which I expect from my
audience such as performing themselves.

This is Maya, Maya is 21 years old and is

currently at university studying English and
Media. Maya is very interactive when it comes
to music, she likes to attend many music
events and is very active on social media with
her favourite artists.

Maya was chosen as an example of

my female target audience as she is
the expectation of what I see my
female target as, I took both her
appearance and interests into
consideration.

As seen in the photo Maya is dressed

very casual, unlike the expectations of
females wearing skirts/dresses, Maya is
wearing a pair of dungarees with some
Converse pumps on. This is very usual
for female fans of hip- hop as dressing
atypical is suitable for them due to it
being atypical for females to like this
genre of music.
We also see in this photo that Maya is
wearing multiple necklaces, this is seen
a lot in this genre of music for both
fans and artists.