Target Audience

In the last lesson we were introduced to JICNARS and VALS scales, target marketing and consumption behaviour tools used by media to profile their audiences into different categories. Determination of the audience with the use of Jicnars is based on the social class, occupation and perceived economic status. It divides the audience into six criteria: A (upper-middle class), B (middle class), C1 (lower-middle class), C2 (skilled working class), D (working class), E (the lowest state).



VALS is a proprietary research mythology used for psychographic market segmentation. VALS includes three primary motivations that matter for understanding consumer behaviour: ideals, achievements and self-expression. Psychological traits such as energy, self-confidence, intellectualism, novelty seeking, innovativeness, impulsiveness, leadership and vanity in conjunction with key demographics determine an individual's resources. Various levels of resources enhance or constrain a person's expression of his or her motivation.

The target audience for our video, as well as most of the audience of the modern musicians, is very young with the age ranging from 17 to 19 years. Because of the fast pace electronic genre and the video being dominated by the martial arts theme - the gender is male. 

According to JINCARS, the adult target audience would be in B, C1 or C2 sections because most of people in these sections have enough finances and time to party and be fond of electronic music. According to VALS they would be in "strivers" section. Here are two features of this group: "- are centre of the low-status street culture   - use video games as a form of fantasy". This type of individuals would be interested in the combination of electronic music, 1930's performance style and the exotic, action packed master arts. 

However, as mentioned earlier the main part of the audience is likely to be underaged, as teenagers are currently the main consumers of music. The VALS system was amplified to categorise teenage buyers. Our music video would be most suitable for "innovators" (those who wish to make their make their mark), "rebels" (who to remake the world in their own image) and "trendies" (who crave admiration from the peers). The energetic content of our project is suitable for young people with ambitions and vulnerabilities that they struggle against.