What is demographics?
Studies of a population based on factors such as age, race, sex, economic status, level of education, income level and employment, among others. Demographics are used by governments, corporations and non-government organisations to learn more about a population's characteristics for many purpose, including policy development and economic market research.
Demographic trends are also important, as the size of different demographics groups will change over time as a result of economic, cultural and political circumstances.
Genres of music that link to the social class
A- The upper class are stereotyped to like Classical music like Mozart, Beethoven and chopin, classical music is art music produced or rooted in the traditions of Western music, including both liturgical (religious) and secular music. However this type of music dont have music videos this probably because these people are most likely to be very busy due to their working lifestyles and commitments. Therefore the people who are most likely to listen to the genre, simply do not have time to just sit down and watch a music video.
B- This social class are slightly different from the upper class listeners, in the social ladder they are just below the higher class people and differ slightly in wealth but still are loked upon highly from the other social classes. The occupation is intermediate managerial instead of the higher, this suggests that they are not seen as significant as the class A people. Class B could listen to a mix of music they could still be into the classical genre like the higher class but then maybe listen to the more mainstream, mass audience music.
C1/ C2- Both of these social class are pretty similar, I would say that these take up the mass audience and artists who are popular and generally in the charts, appeal to this class in the social ladder. In social context, these are the people that are seen as more 'normal' in wealth and live a good - average life style. You can get a mix were some people will be slightly wealthier than others instead of having one fixed social group. These people have lower middle and skilled working jobs so may not be as busy as the above social classes, this is one of the main reasons why music videos are created for the artists songs because these people are more likely to have the time to listen and watch them, because they are not as busy as section A and B.
D/E- Again these social classes are very similar so I would collocate them together. These are the people in the lower classes and are significantly lower in wealth than the higher end of the social ladder. Although these are the lowest class, they take up more of the population than the higher end of the social ladder. The lower class are stereotypes to listen to house music as again they are known to party all the time therefore the genre of music links to their lifestyles.
Education:
People from different educational
backgrounds may listen to different genres of music. Those who have had a
private education may fall into demographic A which means that they may be more
likely to listen to the music described above (Classical music) Those who have
had a state education may be more likely to listen to mainstream pop or
alternative genres as they would most likely fall into lower demographic groups
making them more likely to listen to the music described for those groups
above.
Subculture:
People in different subcultures would
have different tastes in music genre as their social groups would listen to
different genres of music. Those in demographic group A would be in different
social and cultural situations where they would be more likely to be exposed to
classical music whereas people in the other demographic groups would be in
social and cultural situations where they are exposed to more mainstream music
genres e.g. for students in demographic E they would be exposed to music at
college and university.
Geographic location:
People from different geographic
locations with different lifestyles may listen to different genres of music. An
example of this may be that people from areas of England such as Chelsea would
be more likely to have lifestyles that listen to genres more associated with
the higher demographic groups whereas people from areas such as Yorkshire would
have lifestyles that would make them more likely to listen to genres associated
with the lower demographic groups
Psycho graphics:
Why is it important to understand demographics when producing a product?
It is important that we understand
the demographics when producing a product because it will have a massive impact
on the song itself and how the audience see it, and then consume it. How the
demographics are understood is large part of whether your music video will be a
success or a failure. If the demographics are not understood this could
influence a massive change in the narrative of your video, the video may not
portray the meaning that you wanted it to give the audience because the
institution/producer did not understand the demographics. However if understood
thoroughly, the music video should be a massive success because everyone is on
the same thought process as you are with the predicted narrative and meaning of
your video.
How will the choices you/ the institution make, change and impact on the song itself and how is marketed to an audience?
The music industry supports and adheres to the demographics of the pop music video that I am recreating. The video appeals to the more middle class people as the artist mainly aims her music to the mass audience. Meghan Trainor (who's song I am basing my music video on) has Twitter and Instagram, she uses these social media sites to let the audience know when an upcoming album or single is coming up and gives the link where it could be purchased. Instagram is more used for promoting the visual side of the album/single so the audience can recognise and know what they are looking out for. This appeals to the demographics because it can cover the society reaching all different levels of consumption. Pop music as a genre that is very popular across all audiences, pop artists songs are normally and massively sold over the internet, so downloading. Downloads are such a popular way for the audience to consume music, a lot of the chart music rates and profits comes from the app 'Spotify' where most of the consuming artists consume the pop genre music. Another way for the artist to sell their music is by selling the full album instead of just downloading the individual songs, this is mainly to be purchased on iTunes or in store. The artists appeal to the audience through things like advertisement, an example of this could be when the audience is watching a song on YouTube that is similar to their genre and it may come up as a suggested track or on an advert before another song. Social media can also be a very convient, cheap and successful way of promoting a pop artists song.
How does the industry currently appeal to the
demographic of the genre of music you are exploring?
The genre of music I am exploring is Pop music, this genre of music is sold either my CD's or downloads on Itunes. Meghan Trainor is the artist that sings the song 'Lips are Movin' which is my chosen song for a music video, the artist her self appeals to the audience by singing songs about body image but in a positive way and the audience are able to relate to her or be inspired by her songs and her persona. The audience consume this music from different kinds of technical sources, like internet, radio, tv etc. Meghan Trainor's merchandise include T-shirts, hoodies, posters, CD's, therefore taking this on board when it comes to advertising my artist I will use the same techniques in order to appeal to my audience.
Institution Profile
What is an institution?
An institution is an organisation (with its own set of rules and behaviors that creates and distributes media text. In this case an institution is a company that produces and/ or distributes music. A radio station or music channel are institutions that distributes different genres of music.
Here is a list that shows what type of music is featured on certain radio stations (this list does not include stations which broadcast on numerous digital multiplex or MW licences to achieve near-national coverage). By taking into consideration that the music i have chosen for my video is Pop I have identified that it will be played on numerous radio stations like BBC Radio 1, BBC Radio 2, Heat Radio and Capital. These radio stations are the most known stations and also the most popular stations which identifies that my target audience is a large and also that my target audience doesn't have a specific age target market.
| Name | Format | FM Frequencies | AM Frequencies | DAB Channels | Freeview | Freesat | Sky | Virgin |
|---|---|---|---|---|---|---|---|---|
| Absolute Radio | Adult-Orientated Pop/Rock Music | 105.8 FM (London), 105.2 FM (West Midlands) | 1197, 1215, 1233, 1242 and 1260 MW | 11D (England, Wales and Northern Ireland) 12A (Scotland) | 727 | 724 | 0107 | 915 |
| Absolute 80s | Music from the 1980s | 11D (England, Wales and Northern Ireland) 12A (Scotland) | 726 | 0200 | 951 | |||
| BBC Radio 1 | youth-orientated pop music and talk | 97.6 - 99.8 FM | 12B | 700 | 700 | 0101 | 901 | |
| BBC Radio 1Xtra | Urban Music, Hip Hop, Drum'n'Bass | 12B | 701 | 701 | 0137 | 907 | ||
| BBC Radio 2 | adult-orientated pop music (classics & current) and talk | 88.1 - 90.2 FM | 12B | 702 | 702 | 0102 | 902 | |
| BBC Radio 3 | classical and serious music, drama | 90.2 - 92.4 FM | 12B | 703 | 703 | 0103 | 903 | |
| BBC Radio 4 FM | news, documentary, drama, comedy | 92.4 - 96.1 FM 103.5 - 104.9 | 12B | 704 | 704 | 0104 | 904 | |
| BBC Radio 4 LW | news, documentary, drama, comedy | 198 LW 720 MW in London plus Plymouth 774, Hayle (Cornwall) 756, Newcastle 603, Carlisle 1495, Aberdeen 1449, Enniskillen 774, Lisburn 720, Derry 720 and Glasgow 720. | 12B | 710 | 0143 | 911 | ||
| BBC Radio 4 Extra | comedy, drama and discussion | 12B | 708 | 708 | 0131 | 910 | ||
| BBC Radio 5 Live | news and sport | 909 MW, 693, 990 | 12B | 705 | 705 | 0105 | 905 | |
| BBC Radio 5 Live Sports Extra | extended coverage of sporting fixtures | 12B | 706 | 706 | 0144 | 908 | ||
| BBC Radio 6 Music | young adult-orientated music | 12B | 707 | 707 | 0120 | 909 | ||
| BBC Asian Network | news, features and music for British Asians | 837 MW (Leicestershire) 1449 (Peterborough) 1458 (Birmingham & West Midlands) 828 (Wolverhampton) | 12B | 709 | 709 | 0119 | 912 | |
| BBC World Service | news and features | 12B | 710 | 711 | 0115 | 906 | ||
| BFBS Radio | British forces radio | 11D (England, Wales and Northern Ireland) 12A (Scotland) | 786 | 0211 | ||||
| Capital Xtra | Hip hop and RnB | FM 96.9, 107.1 London | 11D (England, Wales and Northern Ireland) 12A (Scotland) | 720 | 0144 | 959 | ||
| Classic FM | classical music | 99.9-101.9 FM | 11D (England, Wales and Northern Ireland) 12A (Scotland) | 731 | 721 | 0106 | 922 | |
| Kiss | dance and RnB | 100.0 FM in London and FM in East Anglia and Severn Estuary | 11D (England, Wales and Northern Ireland) 12A (Scotland) | 713 | 0178 | 963 | ||
| LBC | news, talk and phone-ins | 97.3 FM (London) | 11D (England, Wales and Northern Ireland) 12A (Scotland) | 732 | 974 | 0112 | 919 | |
| Magic 105.4 FM | adult contemporary | 105.4 FM (London) | 11D (England, Wales and Northern Ireland) 12A (Scotland) | 715 | 0180 | 928 | ||
| Planet Rock | classic rock | 11D (England, Wales and Northern Ireland) 12A (Scotland) | 730 | 0110 | 924 | |||
| Premier Radio | Christian radio station | 1305, 1332 and 1413 MW in London | 11D (England, Wales and Northern Ireland) 12A (Scotland) | 725 | 0123 | |||
| Smooth Extra | adult contemporary music | 60% of programming shared with Smooth Radio London on 102.2 FM | 11D (England, Wales and Northern Ireland) 12A (Scotland) | 0146 | ||||
| Talksport | sport and phone-ins | 1053, 1089, 1071, 1107 MW | 11D (England, Wales and Northern Ireland) 12A (Scotland) Also available on local DAB in London and Scotland | 723 | 731 | 0108 | 927 | |
| UCB UK | Christian radio station | 11D (England, Wales and Northern Ireland) 12A (Scotland) | 0125 | 914 | ||||
| Radio X | modern rock music | 104.9 FM (London), 97.7 (Manchester) |
11D (England, Wales and Northern Ireland)
12A (Scotland) | 723 | 0113 | 960 |
| Name | Format | Analogue Availability | DAB Channels | Freeview | Freesat | Sky | Virgin |
|---|---|---|---|---|---|---|---|
| Absolute Classic Rock | Classic Rock | Unavailable | Dundee (11B), Edinburgh (12D), Glasgow (11C), Inverness (11B), London (11B), Central Lancashire (12A), Humberside (11B), Leeds (12D), Liverpool (11B), Northern Ireland (12D), South Yorkshire (11C), Tyne and Wear (11C) and Teesside (11B) | 725 | 0203 | 952 | |
| Absolute Radio 90s | Music from the 1990s | Unavailable | London (12C), Birmingham (11C), Dundee (11B), Edinburgh (12D), Glasgow (11C), Humberside (11B), Inverness (11B), Central Lancashire (12A), Leeds (12D), Northern Ireland (12D), Teesside (11B) and Tyne and Wear (11C) | 0201 | |||
| Capital | Hit music | See England, Scotland and Wales lists for local FM / DAB network | Digital feed of Capital London available in Bristol and Bath (11B), Bath and West Wiltshire (10D), Cambridge (11C), Cornwall (11B), Herts, Beds and Bucks (10D), Norwich (10B), Northamptonshire (10C), Oxfordshire (10B), Peterborough (12D), Reading and Basingstoke (12D), Somerset (10B), Southend and Chelmsford (12D) and Swindon (11C) | 724 | 719 | 0109 | 958 |
| Chill | Chill-out music | Unavailable | London (11B), Nottingham (12C) and Leicester (11B) | ||||
| Gold | Classic Hits | See England list for local AM / DAB network | Digital feed of Gold London available in Ayr (11B), Birmingham (11C), Bournemouth (11B), Cambridge (11C), Central Scotland (11D), Cornwall (11B), North Devon (11C) Exeter/Torquay (11C), Humberside (11B), Kent (11C), Manchester (11C), Norwich (10B), Peterborough (12D), Plymouth (12A), Reading/Basingstoke (12D), Southend/Chelmsford (12D), Sussex (11B) and Swindon (11C) | 722 | 0189 | 923 | |
| Gaydio | Dance | FM in Manchester (community station) | London (11B), Sussex (11B) | ||||
| Heat Radio | 80s, 90s, 00s and current pop | Unavailable | Birmingham (11C), Cambridge (11C), Dundee and Perth (11B), Edinburgh (12D), Glasgow (11C), Central Lancashire (12A), London (12C), Humberside (11B), Inverness (11B), Kent (11C), Leeds (12D), Liverpool (11B), Manchester (11C), Northern Ireland (12D), Nottingham (12C), South Yorkshire (11C), Stoke-on-Trent (12D), Sussex (11B), Swansea (12A), Tyne and Wear (11C) and Teesside (11B) | 716 | |||
| Heart | 80s, 90s and Today | See England, Scotland and Wales lists for local FM / DAB network | Digital feed of Heart London on Derbyshire (10B), Leicester (11B) and Nottingham (12C) | 728 | 0733 | 0124 | 918 |
| Kiss | Dance and RnB | FM in London, Severn Estuary and East Anglia | London (12C), Bristol and Bath (11B), Cornwall (11B), Exeter and Torbay (11C), Plymouth (12A) and Swansea (12A) | 713 | 0178 | 963 | |
| Kisstory | Classic dance and RnB | Unavailable | London (12C), Birmingham (11C), Cambridge (11C), Dundee and Perth (11B), Edinburgh (12D), Glasgow (11C), Humberside (11B), Central Lancashire (12A), Leeds (12D), Liverpool (11B), Kent (11C), Northern Ireland (12D), Nottingham (12C), South Yorkshire (11C), Stoke-on-Trent (12D), Sussex (11B), Swansea (12A), Teesside (11B) and Tyne and Wear (11C) | 714 | |||
| Panjab Radio | Asian radio station aimed at Punjabi speakers | AM in North London | London (11B), Birmingham (11C), Wolverhampton (11B), Coventry (12D) and Bradford and Huddersfield (11B) | 0130 | |||
| Sunrise Radio | Asian radio station | AM in London | Herts, Beds and Bucks (10D), Northamptonshire (10C), Kent (11C) and Surrey (10C) |
As well as radio stations being important to know where to broadcast the song, my brief is about creating a music video therefore I need to take into consideration what TV channels the video is likely to be featured on. They're 4 MTV channels (Base playlist, Hits playlist, Dance playlist and Music playlist) that the music video will be featured on. Again this shows that my target market audience will be large as these channels are the most popular. Other artist that feature on the same radio stations and TV channels are Justin Bieber, Little Mix and Ariana Grande so knowing that all these artist belong in the same group I will take conventions of their music videos and place them into my own as we know this is how the audience will be able to identify that my music video belongs to the pop genre.
Audience Research Questionnaire
In order to know who my target audience are and what they want and expect in a music video i have created a questionnaire. I will be asking around 20 people the same questions of:
How old are you?
Are you Male or female?
Where do you watch music video's?
What genre of music do you listen to and why?
What would encourage you to watch more music video's?
What do you enjoy about music videos?
What dont you enjoy about music videos?
Do you think videos look better in colour or black and white? Why?
Do you prefer Performance or narrative music videos?
What do you expect for Pop music videos?
Here is some evidence of people answering my questionnaire:
After random selecting 20 people to fill out my questionnaire. I asked arrange of people aged 17-50 and I figured that all aged categories like Pop music therefore, my audience target is very large and also this was said from both gendres. Most of the people who answered the question of where do you watch music videos they said on Youtube so taking this onboard I will place my music video on this social networking site in order to meet the audiences expectations also Youtube is a website where people can share the video therefore ablating people to see it and making it a successful video. Often a popular answer in my survey for what dont you enjoy about music videos was theres too much abstract therefore abstract will be limited. Music videos being in colour was the most popular option by 75% as they said its more eye-catching, helps them understand the video better, lifts their moods and another source said colour is best used for upbeat songs and as my song is a ance anthem my video wil be colour to meets the audiences likeness. Performance videos was also a popular answer rather than narrative videos as they said it allows them to exclude themselves from real life and feel part of the video and with the performance allows them to dance. For a Pop music video people expect dancing, bright colours, upbeat and for the artist to be in it. I will be taking on all the results and placing these ideas and expectations into my music video.
Here is some evidence of people answering my questionnaire:
After random selecting 20 people to fill out my questionnaire. I asked arrange of people aged 17-50 and I figured that all aged categories like Pop music therefore, my audience target is very large and also this was said from both gendres. Most of the people who answered the question of where do you watch music videos they said on Youtube so taking this onboard I will place my music video on this social networking site in order to meet the audiences expectations also Youtube is a website where people can share the video therefore ablating people to see it and making it a successful video. Often a popular answer in my survey for what dont you enjoy about music videos was theres too much abstract therefore abstract will be limited. Music videos being in colour was the most popular option by 75% as they said its more eye-catching, helps them understand the video better, lifts their moods and another source said colour is best used for upbeat songs and as my song is a ance anthem my video wil be colour to meets the audiences likeness. Performance videos was also a popular answer rather than narrative videos as they said it allows them to exclude themselves from real life and feel part of the video and with the performance allows them to dance. For a Pop music video people expect dancing, bright colours, upbeat and for the artist to be in it. I will be taking on all the results and placing these ideas and expectations into my music video.
Focus groups
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