My Target Audience

1. Mass or Niche?: I firmly believe that due to the synopsis and underlying message in my music video, rather being elsewhere than at work, that it will attract a mass audience. My storyline will be understandable to a large number of individuals considering that according to the 'Office for National Statistics', 32.06 million people are currently employed as of November 2017 in the UK. This is also showing a positive trend by employment increasing 279,000 people from the previous year. This means that a large number of people will be able to relate with the character on screen.

2. Habits: A typical member of my target audience is likely to have an abundance of technological equipment that they use on a regular basis. They will take advantage of the rapid proliferation of both hardware and software and the move from 'Web 1.0' to 'Web 2.0' highlighted by David Gauntlett.

3. Gender: I do not believe that my music video will favour any gender, as the synopsis and visuals on screen will be appealing to each sex. It can however be argued that the target audience for my video will be more male based because I plan for there to be one male character throughout. Male audience members may be able to relate more to this character, rather than females. As I am also the director and editor of my music video, there is also the view that the video will be portrayed through the eyes of a male, leaving little room for female direction.

4. Active or Passive?: Due to the concept of my music video, I believe it is fair to state that my target audience can be passive. The constant cutaways between the office scene and the daydreams, will make the synopsis easy for the target audience to understand without their full attention.

5. Location: With this being a British production, I would state that most of of my target audience will be in Britain. The lifestyle and characteristics of the character in the music video will be much more realistic to somebody around the same national geographical location. This will be reinforced by the chosen locations to film, which will seem more cultural to the audience's origins, as they may even be able to notice some familiar places.

6. Age: The age range of my target audience is between the range of 22-34. I believe that individuals inside this bracket are most suitable because it is often at this age that people attempt to achieve their ultimate career aspirations, and subsequently they often take on extra responsibilities, which can lead them to feeling under immense pressure to perform successfully. This means they can relate to the character in the music video. Whilst I do recognise that there is potential for an interest from people below this age range, due to the comical and entertaining transitions between reality and fantasy, I do not believe they will be the main audience. The younger generation may find it hard to appreciate workload pressure. Moreover, an older audience member may not be as actively engaged with the fun activities and fast-paced tempo of both the music video and song.

7. Interests: The target audience is likely to have an interest in high-tempo electronic music, and also music videos which are comical and uniquely enjoyable.

8. Ethnicity: I believe that any ethnicity will find my music video appealing, however they also need to fall into the other categories outlined, such as the relevant age range, and location of occupation: Britain.