It is very important to understand who your audience is when producing that kind of work. We decided that our music video will target girls at the age of 14-16 years.
In the modern industry, the audience is achieved demographically and psychographically.
Demographic means that the audience segmented according to such social criteria as gender, class, race, sexuality. Demographic segmentation involves JICNARS scale. JICNAR stands for Joint Industry Committee for National Readership Surveys.
A psychographic segmentation is a lifestyle profiling. It looks on the psychological profile of the consumer and how they conduct their life in market-place. Attitudes, values, beliefs and lifestyle choices are sorted into categories which are used to predict consumption. To divide the audience VALS system is used. VALS stands for Values Attitudes Lifestyle.
There are also teenage VALS which is more appropriate for the younger audience. It will probably be the most useful for us this year as we target teenagers.
After analysing who is going to be our target audience, I created this mood board to represent it:
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