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1. Radio figures research
Afterdiscoveringthatalotof the people Iaskedlistentothe radioandalsothat theytendtolistento
house music on the radio, I decided to research the facts and figures of the audience numbers with
relationtotopradio stationsthatplayhousemusic.IstudiedCapitalFMandRadio1inordertofurther
narrow down exactly what age I am going to be targeting for the consumption of my music video.
http://soundcreative.co.uk/the-latest-radio-listening-figures-rajar-q1-2015/
 As of 2015, 47.8 million adults (89.3% of the populationin the UK) were tuning into a radio
station every week with 54% being on a digital platform.
 There were more consumersaged15-24 listeningtothe radio stationsthroughtheirphones
thanadults,aswell asmore social mediausersaged15-24receivingupdatesof theirfavourite
presenters and radio stations than adults each week.
 Radio 1 consumers are at an average age of 21.
Fromthese statisticsIcanconcludethatconsumersaged15-24are more activelyinvolvedwithtoday’s
technologythroughmoreuseof theirmobilephonestobe able tolistentomusiconthe radiostations.
Thiswouldalsobe a source of a lotof dance/house musichitsandsoI couldpotentiallyperceivethat
if house musichitwere beingplayedonradioanddigital platformsayoungeraudience (15-24) would
be the dominant listeners.
I believe thatRadio1 is losingitsadultaudience as it isplayingmusicthat Is very current and trendy
for thisgenerationsyoungaudience (15-24) and is of a differenterato people over25 where genres
such as pop music where very current. This effect would also have taken place where the older
generationwereof thisage,andtheywould’verepelledthe oldergenerationof theirtimeduetotheir
musicbeingof a differenteratothem.Asmusic,it attracts differentaudiencesandashouse musicis
verycurrentand developingmore andmore inthisgenerationitisattractinga youngeraudienceand
shunning out the older generationand putting a stamp on this era. So when they tune into popular
radio stations like Radio 1 and Capital, they won’t like the music or associate it with being of their
generation/eraandsomayturnitoff and tune intosomethingmore appealingtothemandthatplays
the genre of music they enjoy listening to.

2. http://www.thisisglobal.com/radio/capital-xtra/the-audience/#stats
These are statistics from the listeners of Capital Xtra which specialises in urban and dance records,
predominantlyplayhouseanddrumandbase trackstotheiraudiences,andtheyhave anaverage age
of consumers at ‘twenty something’and 67% of their consumers are believed to be between 15-30.
Againthiswouldrelate tothe previousstatisticsasthismusicisappliedtoandismore relevanttothe
youngergenerationandismusicassociatedwithcurrencyandtrendthereforewon’tbe asapplicable
to people over 30.

3. http://www.goodmanassociates.co.uk/images/resources/UK%20Radio%20Market%202014.pdf
These statisticswere veryusefulindiscoveringmytargetaudience asitbacksupmypreviousresearch
and alsodevelopsmyknowledgefurther.Itshowsthe mainconsumersof marketleadersof the radio
industry and also the types of music it plays. As shown below, Heart FMis a ‘family focused brand’
and so will playmusicthatis targetedtowardsolderpeople andoldermusicthatthe familycan ‘sing
a long’ to, and it believes its audience to be around 25-44 which is a large age range but does shift
more towardsthe olderbracket/generation.Smoothradioisanothersuccessful stationthattargetsa
‘mature end of the marker’ and has listeners aged between 40 and 59 and so plays hits that are
relevant to them and that were dominant tin their generation/era.
We then reach the statistics of radio stations such as Capital FM and Capital Xtra, with Capital
suggesting that they have a core consumer age range of around 15-34 and play popular and current
tracks, and specificallytargets a younger and urban audience and so will playtracks that will appeal
tothisage range (dance/house/drumandbass).SimilarlyCapital Xtraisan urbandancespecificstation
and although has a slight lesser market share does have a main audience of ‘20 something’.