RESEARCH AND PLANNING: Music Video Target Audience

Dodie Clark currently has a Youtube audience of about 1.2 million and has approximately 151 million views on her videos that she posts. It is estimated that 76% of her viewers are actually female. This would mean that the viewers for the music video that I create is most likely going to be viewed by a primarily female audience.  A lot of her statistics also show that the optimum video time is approximately five minutes. This is ideal as the audio is approximately five minutes long.

Due to Dodie Clark not being on the You Gov profiles, I searched artists similar to her to see if I could gain further information about what type of audience I need to target. The You Gov website presents live data from real people. It is great for market research and presents the importance of researching target audiences. To gather similar information to Dodie Clark's audience, I chose Birdy to be one of the artists to study and Troye Sivan as the other. I thought that Birdy would be a good artists as her music sounds quite similar to Dodie Clark's. The You Gov data showed me that Birdy's audience is primarily female at the age of 18-24. This was taken from a large sample of 960 people, therefore it shows that the data is pretty accurate. Judging from the 'monthly spare £' section, I gathered that this audience is likely to be young as they have little to spare per month. The entertainment section also proved that the audience is most likely to be a young teenager as they had interests of stereotypical young products such as Rihanna, Sia and Bad Neighbours 2. From this data, I can apply these demographics to Dodie Clark's audience.

Interestingly, Troye Sivan's demographics showed up a little differently. Troye Sivan is another popular Youtuber, who has approximately 4.4 million subscribers. This is four times the amount that Dodie Clark has, but I figured that they roughly have the same job - creating music and sharing it online, therefore could perhaps have a similar audience. The You Gov data showed that Troye Sivan's audience is largely male. However, this data was taken from a much smaller sample group of 140 perople in comparison with Birdy at 960. The data depicts that the same age group of 18-24 listens to Troye Sivan's music. Again, this implies that the target audience are most likely to be students. The entertainment section showed similar 'young' and 'fresh' interests, like Birdy's audience. It shows other artists and films that perhaps target young audiences such as Shawn Mendes, Major Lazer and Captain America. 

I also conducted a questionnaire and found out that the most suited audience for my music video would be a young female of about 18 years of age on average.

In conclusion, I found that my target audience for the music video is most likely to be female. However, I also found out that I should not completely rule out the male gender as they still make up quite a large proportion of the Youtube Community. The research that I have conducted also proved that my main target audience is the younger generation and primarily students. From this, I gathered that I should include quite modern and fresh ideas for the video. The research also helped me gather some thoughts about the album cover as well.