1. Audience

2. Before we started to create our music video we had to research a case study called 'Project Phoenix' which in 2003 Emap set up this UK based research to map the fan economy. Project Phoenix looked specifically at the attitudes towards music of people between the ages of 15 and 39. They were looking at the attitudes and behaviors of the different groups in relation to the way the audience consumes music.

3. Project Phoenix They identified 4 main degrees of interest in music; SAVANTS - for whom everything in life seems to be tied up with music ENTHUSIASTS - where music is a key part of life but is balanced by other interests CASUALS - music plays a welcome role, but other things are far more important INDIFFERENTS - who would not lose much sleep if music ceased to exist

4. When looking at which group we wanted our music to appeal to we immediately eliminated the 'indifferents' because they wouldn't pay an interest in music at all and therefore we wouldn't have many sales of our product. The other three groups however we decided we would try to aim our music. We decided that our target audience of 16-25 was the right age due to financial reasons. The younger end of the group would be the teenagers with part time jobs who don't have to pay bills and so the money that they earn is spent on items for themselves including albums. The older end of the group are maybe students who are in or coming out of university who won't necessarily buy a whole album but may opt for the internet buying of the single online.

5. I think that the secondary target audience would probably be girls of a younger age who go through the stage of collecting posters of a particular male artist and treat one album as a bible, listening to it over and over again. I don't think that anyone older than 25 would be a secondary target audience because of the artist being quite young and they tend to listen to music of their generation.