The document summarizes secondary research conducted on the target audience for a pop music video. It looks at popular pop artists online, websites discussing pop music demographics, concert audiences, music listening habits by age and gender, social media usage, and other sources. The research finds that the primary target audience is females ages 14-24, who are heavily influenced by social media and brand themselves after their favorite pop stars. This audience shops frequently at mainstream stores and is a major force in music purchases and concert attendance.

1. SECONDARY TARGET
AUDIENCE RESEARCH
By Jade Dowse

2. SECONDARY RESEARCH
This presentation will show the secondary
research on my chosen genre of pop, as I am
establishing the target audience for my music
video. I will conduct my research by looking at
websites, published statistics over recent years
to see common trends and also investigate
psychographic information. This information
will then enable me to make a successful music
video.

3. GOOGLE SEARCH
Below are the most popular pop artists who are
searched using the ‘Google’ search engine. This
shows that 9 of the 14 artists are female and 5 are
male. My song is performed by a female and this
gender is by far creating the most media attention. I
have established that female artists are currently
creating interest, so now I have to extend my research
to find who is listening to their music, buying their
products and attending their concerts.

4. WEBSITES
http://www.secretsofsongwriting.com/http://www.secretsofsongwriti
ng.com/
by Gary Ewer, states that:
‘ For pop songs, the target is the 14 – 24-year-old age bracket …’
http://www.allmusic.com/subgenre/teen-pop-ma0000002895
This site states that:
‘pop is essentially dance-pop, pop, and urban ballads that are
marketed to teens. Often, it's performed by teens, as well’.
I have established the age of my target audience for pop music,
although I appreciate that some songs or artists will appeal to
younger and older people.

5. POP CONCERT AUDIENCE
Emeli Sande Words: Reginald Brooks & Lyssa Quallio
Source IMC Magazine
A sold out crowd at the Variety
Playhouse located in Atlanta’s young &
trendy district of Little Five Points were
feverishly excited about one person
Saturday night, English-born Scottish
recording artist and songwriter Emeli
Sandé.
The picture from the concert to the left
and the opening paragraph of the article
give me further confirmation that pop
fans are ‘young and trendy’.

6. HTTP://MUSICMACHINERY.COM/2014/02/13/A
GE-SPECIFIC-LISTENING/
I have found on this website the age
demographics that like particular artists and
genres. Some of the artists are mentioned in
both lists opposite and can show that
particular artist is mainstream than niche.
However, more of the artists in the 13 year
old listeners are pop artists. Looking at
these results, it is noticeable that the artists
in the 13 year old demographic are more
contemporary.
The table below shows how the artist’s own
age relates to the age of their fans.

7. HTTP://MUSICMACHINERY.COM/2
014/02/10/GENDER-SPECIFIC-
LISTENING/This website has helped me establish what type of music
each gender likes, see below . Pop is first choice for female
listeners. The chart on the right shows the order that each
gender likes a particular artist. This shows that females
prefer pop music. I have noted that 7 out of the top 10
female choices are female pop stars. Males are listening to
pop music and their top 10 features mainly male artists but
they are from various genres. This gives me a good insight
into my target audience.

8. PROFILE OF TARGET AUDIENCE
SHOPPING HABITS
SHOPPING HABITS
The Youth 100 report states that
the top stores for 18-24’s (within
my target audience) are:
1) H&M
2) Ikea
3) New Look
4) River Island
5) Primark
My Conclusions
My target audience shops at high
street stores which offer good
value for money.
Also it is interesting to note that
Rihanna started a line for River
Island in 2013 and Lily Allen
(2007) has modelled and had a
fashion line at New Look. Thus
you can conclude that some fans
shop at these stores to emulate
the style of these pop stars.

9. Information from:
http://www.retailgazette.co.uk/blog/2014/12/44432-
16-24-year-old-shopping-habits
Voxburner, has revealed that the youth market which
includes the main listeners to pop the 16 to 24 year
olds buy music online vs 42% from the high street. 68%
use a laptop when shopping online compared to 11% on
a mobile and 12% on a tablet .
I now have an insight into the music purchasing habits
of ‘pop’s major market’.
WHERE DO POP MUSIC LOVER’S
BUY THEIR MUSIC?

10. YOUTUBE
YouTube is a video sharing websites that allows individuals or media
companies to upload, view and share videos.
YouTube is a great way to see how many people like a particular
music video or how many have subscribed to the artist.
Through this research, I have found that pop music artists are mainly
mainstream which means that my target audience is broad and would
attract a big crowd.

11. YOUTUBE
Rank User Creator(s)
Country of
Origin
Subscribers
1 PewDiePie
Felix
Kjellberg
Sweden 41.1 million
2 HolaSoyGerman
German
Garmendia
Chile 25.6 million
3
YouTube
Spotlight
YouTube,
Inc.
United States 23.8 million
4 Smosh
Ian Hecox,
Anthony
Padilla
United States 21.6 million
5
OneDirectionVEV
O
One
Direction
United
Kingdom
18.3 million
6 RihannaVEVO Rihanna Barbados 18.1 million
7 KatyPerryVEVO Katy Perry United States 17.5 million
8 TaylorSwiftVEVO Taylor Swift United States 17.4 million
9 EminemVEVO Eminem United States 17.1 million
10 JustinBieberVEVO Justin Bieber Canada 16.1 million
Current most subscribed channels
This list depicts the top 10 most subscribed channels on YouTube as of December 11, 2015[5]
The popularity
of pop music is
shown with the
entries 5-10
being music
artists. The
number of
subscribers run
into millions as
the fans of these
artists fall into
my target
audience it
shows how
many of them
are accessing

12. I researched into some pop artists and looked into
Emeli Sandé. I looked at Wikipedia, that told me
that all her singles had achieved a high chart
position. This means that her songs are popular. I
chose a particular song, Next to Me, that so far had
reached over 59 million views on You Tube. The
graph shows the video’s – Next to Me - statistics on
YouTube. Over the months of the video’s release, it
has been increasing every month, meaning that a
vast amount of people like this artist and the genre
of pop. This concludes that my target audience are
loyal to their idols.
EMELI SANDÉ – NEXT TO ME
YouTube
statistics
Wikipedia source

13. JESSIE J - DOMINO
To show this is a true result, (previous slide) I looked into another
artist , Jessie J. After looking at the statistics on YouTube, I found
Jessie J is a mainstream artist as the video statistics graph on
YouTube shows that the number of views is inclining between the
years of 2012 and 2015. There is over 200 million views proving
the popularity of this artist, along with the genre. The results
indicate that this song has continued sales across many months –
across the globe. These two examples show that pop fans are loyal
and pop music has continued popularity.

14. FACEBOOK
There are 31 million Facebook users in the UK alone and 26% users
are in the 25-34 age bracket and some 2.5 million users in the 13-17
age group.
(Stats courtesy of Rose McGrory and eMarketer).
A large proportion of the
users of Facebook come
from the target audience
for pop artists , so this is a
good way for these artists
to connect with their fans.
Pop star
Rihanna is an active
Facebook user who
promotes herself

15. UK TRIBES -
HTTP://WWW.UKTRIBES.COM/
UK Tribes is an award winning research project that has been
running for a decade. This was created by Channel 4 and
Crowd DNA. It is a long standing study of British youth culture.
On the UK tribes website, I went on different social group’s
pages to see whether any of the groups liked pop music and
see what psychographic information that the particular social
group would like. This website has also shown me the
psychographic information such as the brands that they watch
and use.

16. The UK Tribes website states that the mainstream
social group have many sub groups, in particular I
am looking into Fan Girls - ‘a heavily female
biased tribe who are passionately devoted to pop
icons and twitter’. The mainstream is ‘where most
young people start out and some never leave. They
like chart music, prime time TV, local nights out
and a bit of booze’. ‘They are happy with readily
available ‘high street’ influences.’ These are
brands such as Capital FM and Radio One, Miss
Selfridge and Burton.
This site has given me a broad picture for the
psychographics of my target audience.
Favourite brands that
the Mainstream Tribe
like.

17. Below are the common brands
that Fan Girls like. These are all
popular brands that are
mainstream.
The UK Tribes website states that Fan Girls have a ‘devotion
to mainstream pop icons such as One Direction and Cheryl
Cole’. These are young teens from the age of 10 to around
18 - when they tend to experiment with other interests.
They are influenced by social media, in particular Twitter.
‘Thanks to the internet and ‘always on’ celebrity culture,
young fan girls can now follow their idols’ every move from
their bedroom online.’ ‘They are the biggest purchasers of
physical copies of music and merchandise – from posters to
VIP tickets to gigs.’ ‘They congregate by the million online
and have huge spending power.’
I now have a clearer insight
into my target audience as
music fans who enjoy
following their idols by buying
products and going to
concerts. This tells me they
like to see their idols in the
flesh, follow them online and
read about them. They
therefore spend a lot of money
on music and music related
items.

18. BAUER MEDIA
Bauer Media is a multi
media platform, that
consists of companies
collected together, mainly
magazines and Radio.
A worldwide media empire
that offers over 300
magazines in 15 countries.
This reaches to 22 million
people and 107 brands.
600 magazines
400 digital products
50 radio and TV stations
This helps establish
the psychographic
information of my
target audience as it
would find out the
brands that my
target audience.

19. I used the Audience Finder to start to build a picture of the media interests of my
target audience. I inputted the age range (between the ages of 18-25) and the
results were interesting to see. Mainly all magazines and radio stations that my
target audience would like shows that I can look into these brands and aim more
at this target audience. These brands are stylish and trendy so gives me a good
insight into the look my video needs to have.

20. MY CHOSEN DEMOGRAPHIC - CONCLUSIONS
This research has helped me gain an insight into who my primary target
audience is and also see what psychographic information there is that would
help me develop my ideas for my music video.
I have found my target audience is young females, but they also influence
other groups to listen to/buy pop. Possibly, young females would be
accompanied to concerts by parents or boyfriends thus opening up a wider
audience. I, therefore, need a mainstream music video to appeal to a broad
audience. This age group is fashion conscious as their shopping habits
prove, so I need to take this into account when making my video. Also, as
keen social media users, I must make a video which is highly appealing - as
my audience will have seen countless other videos.
To conclude, this research has helped shape my ideas for my own video. I
will develop my research by looking into primary research methods.