2. Market Research: My Knowledge
As I have been interested in the K-pop genre for a while, I think I have a good understanding of the ages and
genders of international and national audiences, although it is never fully clear and properly understand these,
especially international audiences.
I understand that international audiences of K-pop tend to be more teenage and young adult aged because of
how unique this genre is globally, certainly in more Western countries. But it becomes more complicated when
looking at Japan and China as most artists and groups release their songs in Japanese and/or Chinese (Chinese
is rarer than Japanese). But this means that younger audiences of these countries will be encouraged to listen to
the songs because they understand what the lyrics mean, which is why some people are put off the idea of
listening to lyrics of a different language. However, the national audience, i.e. Koreans, are more of a varied age
range as it is considered more of a norm to listen to K-pop. The national audience will also hear the songs more
as they are more likely to be played on radio stations and artists are shown on more TV programmes, which are
often designated programmes for K-pop, such as KBS’s ‘Music Bank’. However, as the popularity of K-pop is
growing in Western/English speaking countries, where there are more programmes being released relating to K
pop, such as Arirang’s ‘Simply K-pop’ with English speaking presenters and subtitles. But these programmes are
more likely to be found online, rather than TV channels.
The gender of both international and national audiences differs depending on the gender of the group/artist and
their style of music and music videos. It is stereotypical to think that boy groups/artists have a more female
dominated audience, but that may not always be true if the style of the song and music video suits males as well
as females. I think the main reason for this stereotype is that most of the audience that attends boy group’s
artist’s concerts are female. This is trend is also similar with girl groups and the male audience.
With this knowledge, I understand the type of music video I want to create in order to appeal to both the national
and international audiences and their relative ages. Looking at current K-pop music videos will help me to
understand what the makers are trying to do in order to gain access the same/similar audiences.
3. Young Alts They don’t want to be apart of the Mainstream culture.
Skaters They have clear passions, hobbies, interests, language and media to keep themselves separated.
Hardcore They wear distinct clothing and show their interests clearly.
Hardcore Gamers They are more focused on games of any kind and type.
Superfans They want niche knowledge and merchandise.
Metallers They wear band t-shirts and listen to their music loudly.
Punks They like the current music, politics and fashion.
Geeks They want to be informed and have knowledge.
Cosplayers They are Japanese-obsessed with games, anime, manga and role play.
They like going out, drugs, booze, dancing and drinking. Chavers
They like to know what their favourite celebrities are doing most of the time. Fan girls
Their image is becoming co-opted. Chavs
They like to achieve in sports and often get rid of things that get in their way. Sports Junkies
They like bodycon, fake tan and VIP service. Blingers
They like pop chart music, Saturday night TV programmes and high street brands Townies
Mostly males who are interested in motorsports and cars. Boy Racers
They are creative, such as photography, art, craft, music, film and blogging. Makers
They are well connected and well schooled. Rahs
Activists They like equality and social change.
Creatives They produce music, promote club nights, start indie bands and create festival stages.
Urban Artists They like rap, beatboxing, graffiti and urban fashion.
DIYers They are similar to Creatives but they ‘make it’.
Scenesters They create new trends in fashion and music.
Trendies They like beautiful things and people, fashion and new trends.
Vloggers They are young people that are vlogging, blogging, Tweeting and using Instagram.
New Casuals They are football mad lads that like underground club music and fashion.
Hypebeasts They like hip-hop, niche knowledge, sportswear and limited editions.
Hipsters They like to wear skinny jeans and glasses.
They are driven by money and are their own boss. Get Paid Crew
They like to party, look good and stay ahead of what is cool. Stylers
They are laid back and like to watch films, gaming and listen to music. Trackies
They are rebellious, loud and a bit dodgy. Wasteman
Market Research: uktribes.com
