4. TARGET AUDIENCE
Demographic
•Between the ages 17 to 25
•Most likely to be male
• It is highly likely that this person’s social class would range between working
and middle class.
•That person is likely to come from an urban city like Bristol or London in
United Kingdom. If looking at this issue internationally, dubstep is a popular
music genre in United States, in areas like Florida and New Jersey especially.
5. Psychological
•This person would enjoy attending festivals like “Tomorrowland” and “Q-
dance”. He would also like club scenes such as going to an EDM club
“Fabric” in London. So generally an outgoing personality.
•The individuals will also be arty and unique who like things with a twist and
a difference, therefore contributing to their outgoing personality.
•It is highly likely that our target audience would be attending a university
like the University of Miami (a party university) or Southbank University in
UK where with his pals he would attend all the rave parties.
Some of his favorite performers in music industry would include
Culprate, Gemini and Neosignal.
6. THE RECORD COMPANY
2011 – the Inspected record label was
born. An organic self-funded project
created and maintained out of a
bedroom by two like-minded friends.
Initially it sought to provide an
innovative & diverse platform to
connect with musicians and fans
alike. The idea was simple – keep
things fun, interesting and accessible.
2012 – saw an exciting new sector
introduced to the brand; clothing
and accessories. The philosophy was
simple – develop and produce
unique and high quality products on
an exclusive and limited edition
basis. Many products were produced
on limited runs and therefore only
available once.
2013 – as a brand we are
constantly evolving. Whether it
be with music or fashion we
aren’t afraid to divulge in new
and exciting ventures. Our vision
is to continue to innovate and
grow whilst maintaining a high
level of customer service, high
quality products and most of all
brand new and original music.
7.
8. OVERALL VIDEO CONCEPT
The overall concept is to reflect world problems such
as global warming through animals’ perspectives.
Suppose that animals have equal ability as human.
What actions are they going to take? And in the end,
would humans still be the most powerful kind?
25. Fantastic Mr. Fox
One of our main influences in terms of a
narrative was Wes Anderson’s animated film
“Fantastic Mr. Fox”. We liked the idea of
using “animals” as our main characters in the
music video, it will make it stand out and
transfer the message in a more genuine
manner. The way in which Mr. Fox stands up
for his family in Fantastic Mr. Fox has really
inspired us and made us wanting to portray
those brave, caring, and mature
characteristics onto our project and our
personage. We especially admired
Anderson’s message of fighting against
globalization and standing up for animal
rights as this topic is close to our hearts and
was on our minds. Even though the
narrative’s message is intent, having animals
in this music video and EDM sound play in
the background, it will make it quirky and
enjoyable for the audience to watch.
26. Performance
• KOAN Sound consists of two young adults
therefore we thought that having the two kids
of Mr. Fox perform a DJ set in the woods
would represent the artists and their unique
aesthetic.
