Target Audience

When establishing target audience, we had to consider genre, ethnicity and gender so that we could target our video to an audience that would create the most successful response. 

Looking into genre and gender: 

Typically, the R&B genre targets young adults from 13-25, this is because the artists are commonly big stars in the industry. As well as this, the male artists in the R&B genre attract young females because of their looks and vice versa; if a female artist is in the video it attracts a younger male audience because of their sexualized nature and therefore are viewed through the 'male gaze'. As well as this, female R&B artists are often young and dressed in high-fashion outfits which are popular for young women. 

Looking into ethnicity:

Music videos containing people of colour typically attract those of colour (as well as other ethnicities) because they can be seen as a role model or as a figure to aspire to be. 

I then researched into similar artists to our own and researched into their target audiences: 

SZA's target audience (research found from 'AdTargeting'): 

Those of ages 25-34 accounted for 42.16% of listeners and the age group of 18-24 accounted for 37.32%. Women accounted for 35.2% and men accounted for 64.8%. 

Jorja Smith's target audience (research found from 'InfluencerIntelligence'): 

Her audience typically falls within the 20-24 age bracket, accounting for slightly more female followers across all her platforms. 

Ella Mai's target audience (research found from 'starngage'): 

On her social media platforms, 50.4% of her audience are female and the other 49.6% are male.

Our target audience: 

After completing research regarding target audiences of the same genre and looking into artists with similar music and ethnicities, we came to a conclusion that our age range for our target audience would be 15-30. This is because in all the research completed, R&B music videos typically are more popular with younger audiences. We also think that our campaign will predominantly be more popular with women (especially women of colour) as this is the same gender of our artist. However, our campaign will also aim to be popular with male audiences as our artist will be presented with the 'male gaze' in mind.