Audience Research: Audience Behaviour

When considering my brief of creating a protest music video and a website targeted at an audience of socially conscious 16-25-year olds, the audience takes centre stage when thinking about how to present the products. To be socially conscious, the audience has to have a cultural capital which enables them to have general understandings of the modern world and how it functions. A socially conscious audience understands to interact with the artist such as using their website and buying merchandise to support the audience.

Primary Audience
Psychographic: The typical audience for a protest music video, would be a socially conscious audience who enjoy watching music videos for narrative and engage with media products such as news sites and social media. The age demographic would be between 16-25-year olds as 61% of teens say that they are watching more online videos than they were last year, perhaps due to the increase in the popularity of sharing media products. (https://www.refinery29.com/en-gb/2017/08/170392/music-videos-history-popular-2017)
Age: The target audience of 16-25-year olds have an affinity for being interested in indie music, especially those of a culturally aware perspective with indie/alternative music being preferred by 31% of people between the ages 16-19 and 40% of people between the ages 20-24. The majority of the time they are female and are therefore more likely to supports and agree with the themes in the music video. (https://www.statista.com/statistics/253915/favorite-music-genres-in-the-us/)
Interests: The audience's interest would rage from interesting with videos and online media to watching films. They are more likely to be tech-savvy and enjoy interacting with more alternative media products such as Tumblr. They are likely to listen to artists with smaller followings yet with their unique sound and enjoy watching music videos. 73% of teenagers say that music videos are the best way that an artist can express their music and share their creative vision and they tend to share this online with friends, creating a large branding. (https://www.refinery29.com/en-gb/2017/08/170392/music-videos-history-popular-2017)
Gender: The codes and conventions found in the music video are more likely to attract women due to the fact that 35% of women worldwide have experienced sexual assault and that 90% of sexual assault and rape cases are women. (https://www.unwomen.org/en/what-we-do/ending-violence-against-women/facts-and-figures and https://www.rainn.org/statistics/victims-sexual-violence) Therefore they are more likely to interact with a protest video on this topic.

Secondary Audience
Psychographic: The secondary audience is going to be outside of the 16-25-year old audience, more likely to be male and interested in the music videos. Although men make up a small minority of rape victims, they still exist and therefore are able to relate to the music video. This also still likely to be somebody who enjoys listening to indie music.
Age: By having audiences that are out of the targeted age group, allows for a wider audience and for more people who may enjoy the music itself to also enjoy the music video and artists' website. This is shown by the 35% of people aged 25-34 enjoy alternative music as well and therefore are capable of enjoying the products of which they are not specifically targeted. (https://www.statista.com/statistics/253915/favorite-music-genres-in-the-us/)
Interests: Their interests may not be involved as much in other media products but are likely to be as culturally competent as the target audience. They likely listen to similar artists as well as enjoying reading, going to the cinema and accepting modernised lifestyles.
Gender: Men are also likely to be interested in this product too since the rape and sexual assault rates for men are unfortunately increasing and one out of every 10 rape victims are male. (https://www.rainn.org/statistics/victims-sexual-violence) This suggests that the ambiguity of the perpetrator in the music video, a woman with a moustache, allows for both men and women to put themselves in the position and to understand from personal perspectives the experience, perhaps making it more likely to stand with them.