Task 4: Audience Research

Specifying our audience was integral when making both our main media product, the music videos and anciliary texts, (CD cover). I used YouGov to gather information about the lifestyle my audience would have which included factors such as income, brands of clothes they wear and their favourite sports.

As seen in the image below, the basic profile is similar to our initial preconceptions of Jack Garrets fans. The age is in a young bracket of 18-24 and the social grade is ABC1; Though I do agree the main demographic are higher incomes for his music, i feel grades D and E could also be included as E, as the lowest level of income earners, include students and in his live shows students make up a reasonable amount of the audience.

According to the profile, fans enjoy mainstream TV shows such as Coronation street and 8 out of 10 cats does Countdown. These are not particularly niche and don't attract small ratings which suggest the fans to enjoy popular entertainment. Meanwhile, their entertainment interests is overwhelming in pop culture. Adele, Calvin Harris and The Weeknd are all solo artists who have had records in the official uK music charts top 40 at some point in their career. From this, it would suggest those who enjoy Jack Garratt have an open taste to music and are not just a fan of Electronica and Trip hop, (Jack Garrets genre of music). Similar to the music aspect, their interest in celebrities includes those who are well known and have large followings on their social media such as Leanardo di capris and Stephen Fry. These are very influential people in their fields of writing and acting respectively. In their careers, they have been exceptionally talented which is the same for Jack Garrets music career who is renowned for his exceptional live shows, playing multiple instruments looped with a distinct voice. All the musical public figures have a demographic that is the same of Jack Garratt.

The top clothing brand favoured are hughstreet H&M, Barbour and Levis. For students, the first would be within their price range but I would expect some other brands would be aspired to such as Calvin Klein and other luxury brands as the demographic for his fans would typically be explorers (in accordance with Young & Rubicams model) so these would have an instant effect. Also, as many fans would be Reformers, this shows in good taste of transport as Seat as it is regarded as quality but not out a materialistic label for cars. I discovered Mercedes Benz was seven places below top place Seat which supports my demographic for Jack Garratt fans not being in financial bracket such as Social grade A as they do not typically own their own businesses or have enough money to afford a luxurious car like a Mercedes Benz.