1. G324 Advanced Portfolio

2.  A music video should be entertaining and
interesting as well as appealing to the target
audience of the music genre.
 A digipack should transmit genre and brand and
appeal to the target audience of the genre.
 An advert should reproduce the branding of the CD
and video.
 They should combine to communicate genre, brand
and the interests of the record company.

3.  One of the most important aspects of
marketing and producing is figuring out who
your target audience is.
 Who would be interested in your artist and
genre?

4.  A demographic is a set of objective characteristics
that describe a group of people. In your case, people
who will be willing to purchase your product.
 Those characteristics include things like age,
gender, class, ethnicity, sexuality, location and
sometimes education and lifestyle. The most
important characteristic is age.
 Age segmentation is known as a Generational
Cohort and tends to group people together in
groups of 15 years.

5.  Psychographic Segmentation divides the
market into groups based on social
class, lifestyle and personality characteristics.
 One example of a life style classification
model, is that developed by the advertising
agency, Young & Rubican:

6.  The Explorer: Driven by a need for discovery and/or challenge.
 The Aspirer: materialistic/ care more about what others think about
 The Succeeder: self confidence/ strong goal orientation/
organised
 The Reformer: Values their own independent judgement/ anti
materialistic
 The Mainstream: Largest group/ core need is security/ live in a
daily routine.
 The Struggler: Seek escape/live for today few plans for tomorrow
 The Resigned: Aim to survive/ predominantly older people.
What questions would you ask that could help you to
define someone psychographically?

7.  In order to find this information you will need
to conduct both primary and secondary
research.
 Primary: Questionnaires, Surveys, Interviews,
Vox pops etc
 Secondary: Internet, Magazines, books etc

8.  Before you discover your target audience you will need some
information about your production. Answer the following
questions first.
 What genre does your chosen song belong to?
 What conventions of that genre are you going to use/challenge?
 Which record company would release your video indie / major / self
published?
 What representations are you going to include e.g. (independent
woman image, stereotypical image of London, countertypical
male character etc)
 How will you represent your artist’s brand?
 What type of video are you going to produce? (e.g. Narrative)
 What channels would your video appear on? (e.g. MTV, MTV Two,
AKA, 4Music etc)

9.  With the information you have collected
about your production you can then begin to
create questionnaires for the general public
to establish your target audience.

10.  Example Questions for primary research
 What channels do you usually watch music
videos?
 What is your favourite music genre?
 What would you expect to see in a (genre)
music video?
 What are your hobbies?

11.  Secondary Research examples
 Use the internet to find out what size and kind of
venues are used by your artist (big fan base,
small fan base).
 Use Amazon to look at buying patterns.
 YouTube: check out info about what type of
people like and dislike music videos within your
genre.

12.  Once you have collected both secondary and
primary research you will need to analyse
your research and answer the main questions.
 1.Who would be your main target audience?
 2. How is your video going to appeal to your
target audience?
You would do this through illustrating all your
findings on a Slideshare.

13.  Within your PPT please include all
information from step one, step two and step
three.
 For your primary research you can take
pictures of the methods you have used e.g.
Survey and add to your research PPT.

14.  Pitch your products.
What will your video, digipack and advert
feature? Font, photos, colours.
All choices must be made by referring to your R
& P and T A R.
Blog this pitch. Use sketches to illustrate your
ideas. Go Multimedia. Video a presentation
to an audience?

15.  Drafts:
Your video draft MUST be an animatic.
Digipack and advert can be built through
montage or sketch.

16.  Collect feedback from TA on drafts:
How do the products reflect genre and
branding?
Do they present a coherent and cohesive
campaign?