To research further into my target audience I decided to look at a website called UK Tribe - The Home of UK Youth Research. There are 5 separate groups and then sub groups within these.
Out of these I would put our target audience in the alternative category.
Possessing an alternative taste in music and fashion no longer automatically denotes outsider status. Instead, this segment makes up a significant slice of the youth market, with the Internet helping to smash the barriers to the alternative lifestyle. An enthusiasm for indie fashion and band culture is now almost obligatory in the development of middle class teens.
What I have found about teenagers in our TA from my research. . .
Vaguely rebellious
Conform with peers.
Open minded about music and fashion but wary of mainstream and determined to be different together.
White British
Middle and Working class kids
Passionate about music
Friendship groups, tastes and activities are largely defined online
Best way to reach them is through niche magazines and social media
Stats
'Defiently agreed' that they "like to share music with my mates" more than all other segments
They loved going to gigs more than most.
The brands they consume are. . .
Amazon, American Apparel, DC, Play.com, Nintendo DS, Top-man, Quicksilver, Vans, Xbox 360
The media they consume are. . .
X-Fm, 4More, Eurogamer,4OD, YouTube, NME, Facebook, Kerrang!, Myspace
Their media consumption. . .
From this information we are able to see where it will be best to exhibit and promote our music video when targeting the younger segment of our target market.
I would say the best places to exhibit our video would be on YouTube and sell our digipak through places such as amazon and video game stores (which sell products which they use - Xbox and Nintendo DS)
The best places to promote would be on YouTube, social network sites such as Facebook and Myspace as well as in adverts on channel 4 and in magazines read by them.
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