Audience Research, Theory and Focus Group

Target Audience:

A target audience is the intended audience or readership of a publication, advertisement, or other message. In marketing and advertising, it is a particular group of consumers within the predetermined target market, identified as the targets or recipients for a particular advertisement or message.

Jerry Folk, although has a wide range genre of music still only can appeal to some groups at a time, this is a niche audience. Jerry Folk has 117k followers on his SoundCloud page mainly appealing to people who go out clubbing and to festivals, typically ages of 16-25 years both males and females, however due to the explicitly of some of his music its advised to be for older listeners.

Theory: The Effect Model
The consumption of media content/text has an effect and influence on the audience. This is normally a negative effect. An example of this when someone watches a music video and see the artists or idols doing things the viewers then see as right and cool leading them to participate in such activity.

An experiment was carried out in 1961 by Albert Bandara called The Bobo Doll. This is where children were made to watch a video of a man violently attacking a clown called Bobo Doll. Later, the children were placed in a room with attractive toys, and Bobo which 88% of them attacked as soon in the video they watched earlier. In the next 8 months, 40% of the children repeated this violent behaviour therefore stating children/young adults would be influence by others actions. Because of this, in my music video I will avoid violence and sexual scenes, drug use and excess alcohol to decrease the influence of negative behaviour upon my viewers.

Focus Group:

Based upon this research, I’ve decided to select a similar age range as I would like to receive as many downloads as possible and this age group is most likely to do so. For my focus groups, I selected 5 different people between the age of 17 and 20.

• Freddie - 17
• Lauren - 20
• Samuel - 19
• Lexie - 18
• Taylor - 18

I’ve chosen a mixture of people from different background that study different subjects and have different interests. Some like music, others prefer tv but all like to go out to clubs and/or festivals every once in a while and therefore I think they will be perfect focus group.