Media producers use socio-economic groupings from A to E to define their target audiences, with group A being higher earners and group E being lower income or students. Products aimed at all socio-economic groups will target a wider audience, while expensive products focus on groups A and B. Two digipaks for the albums Gorillaz-Demon Days and Arctic Monkeys-Whatever People Say I Am, That's What I'm Not both target 14-21 year olds but use different designs - Gorillaz uses distinctive cartoon characters while Arctic Monkeys uses a simple black and white photo. Most respondents preferred the Gorillaz digipak for its eye-catching cartoons. Proper research into the target

1. Task 2
Media producers define their target audience using a range of methods, some using
Geodemography research or Socio-economic research. Socio-economic groupings are
broken into 6 groups, going from A to E. Group A consists of higher earning members
of the public, for example Top management, bankers, lawyers, doctors and other
highly salaried professionals and group E being the unemployed, students,
pensioners, casual workers. These groups help media producers define their target
audience in a very basic way, if they are selling an expensive product then they will
stick to group A and B, on the other hand if it’s a whole round product like Bread for
example, they will target all groups , A-E.
Two digipaks that I am comparing , are very different in terms of detail, but target the same
audience . These two Digipaks are:
Gorillaz-Demon Days
Artic Monkeys-whatever people say i am, that's what i'm not

2. Both Digipaks are eye catching, particularly towards teenagers. Gorillaz containing cartoons
and the AM pictures being controversial. Gorillaz have hit their targets on point by using
cartoons with a twist, this being that they are not the typical cartoon you would see on TV,
they are smoking , and with an evil face on most of them. Artic Monkeys on the other hand
have took a different approach, although still shocking, they have gone for simple black and
white photos, this being of a man smoking. Smoking is branded to be ‘cool’ towards
teenagers therefor making this album cover controversial. Both albums using simplicity but
with a strong message.
The designers have added elements such as shock into the arctic monkey’s album cover, if
the man wasn’t holding a cigarette then the album would be plane, but as he is, it makes it
controversial, makes people talk about the album artwork, creating the word of mouth
effect. Having a ‘rebelious’ image targets teens.
17-male
question Answer
Which digipak do you prefer? Gorillaz
And why do you prefer that digipak? Good drawings
What is the most appealing aspect? The cartoons
Which digipak targets 14-21 year olds most? Gorillaz, due to cartoons being popular
After seeing these digipaks which album
would you buy?
Gorillaz, im wanting to see more.
If you had to add something, what would it
be?
I don’t know.
18-female
question Answer
Which digipak do you prefer? Arctic Monkeys
And why do you prefer that digipak? Simplicity
What is the most appealing aspect? The black and white photo makes it stand
out
Which digipak targets 14-21 year olds most? I would have to say the Gorillaz, the smoking
in AM album doesn’t cut it for me.
After seeing these digipaks which album
would you buy?
Still the AM, it looks interesting, one i can
relate to the most.
If you had to add something, what would it
be?
The album title to the front cover.
Male-14
question Answer
Which digipak do you prefer? Gorillaz
And why do you prefer that digipak? The drawings are cool.

3. What is the most appealing aspect? The plane white background makes the
cartoons stand out more.
Which digipak targets 14-21 year olds most? Being 14 i would say Gorillaz.
After seeing these digipaks which album
would you buy?
Gorillaz
If you had to add something, what would it
be?
n/a
Female-16
question Answer
Which digipak do you prefer? Gorillaz
And why do you prefer that digipak? Stands out, eye catching
What is the most appealing aspect? The way its laid out.
Which digipak targets 14-21 year olds most? I think the Gorillaz, due to the cartoons.
After seeing these digipaks which album
would you buy?
Definitely the Gorillaz
If you had to add something, what would it
be?
Probably a track list.
Female 14
question Answer
Which digipak do you prefer? Arctic Monkeys
And why do you prefer that digipak? Good looking guy on the front
What is the most appealing aspect? The simplicity draws me in
Which digipak targets 14-21 year olds most? I think Gorillaz for the boys, and AM for the
girls.
After seeing these digipaks which album
would you buy?
AM, i want to know what the picture has to
do with there songs.
If you had to add something, what would it
be?
The album title to the front cover.
Most music producers get their artwork on point, relates to the album, promotes the artist
and is eye catching. Even though some cause controversial views, it still gets people talking
about it. It interreges the audience. For example the Arctic Monkeys album. On the other
hand , some album covers don’t make the cut, for example ‘Yes’ by talk , they producers
looks like he went for a simple eye catching cover, but in my opinion it doesn’t do much for
the band at all, the graphics are poor and the reviews for the album cover agree with me. If

4. music producers do their research they can get good results, like the AM album cover, they
obviously knew it would kick up a fuss, they knew the rates on teenage smoking, what
appeals to teenagers and how they could draw people in. As for Talk, their album cover
doesn’t have a clear target audience, it looks rushed and messy, i see no point to the album
artwork and believe it was just a quick solution. The band isn’t that popular so they don’t
have fans to relay on to get the albums off the shelf’s, so the art work would have been
important in order to spark people’s interest.
Overall I believe research into the artists fans are important, if they want to hit the right target
audience in order to make sales, they have to have a good album in order to catch the attention of
their new work. Having boring Artwork doesn’t sell, on the other hand having one that will cause
controversy will spark a debate among music fans/ the media therefore promoting the work, good
or bad.