As my chosen artist fits into the genre of 'pop' music, identifying who his target audience are will help me to ensure that all of my future planning for the music video, CD Digipack and MMA are tailored to appeal to this group. This is important as the tasks are part of a promotional package with the aim of encouraging the target audience to purchase or download the album. Securing the loyalty of members of the target audience could then lead to them making further purchases in the future, following the artist on social media or going to see him at a gig and buying other merchandise.
Callum Scott's target audience are mainly teenagers and younger adults. They are more likely to be female than male although some young males will also find his music appealing.
On his website is has an official clothing its where fans can buy his merchandise. The clothes that are featured on the website are unisex however, his fans are mostly young teenage girls so therefore they can where his merchandise.
His fan websites
His target audience will be aware of current trends in fashion and will probably be influenced in what they wear by current trends. They will shop at high street fashion retailers that are popular with this age group such as New Look, Topshop and River Island.In their spare time, they will enjoy using social media to keep in touch with what its happening in the world and will probably use the internet as their main form of entertainment. They are more likely to watch Callum Scott's latest music video via Youtube than on a digital music channel such as MTV or Viva.
However, my target audience are still interested in some prime-time entertainment shows on television such as The X Factor and Britain's Got Talent which is where they may have first seen him perform.
Initial Audience Research
Caitlin is an 18 year old girl with a passion for music. She lives in Northamptonshire and attends sixth form. Her biggest passion in life is listening and connecting to music. Caitlin began to listen to music from a young age and it quickly became a regular thing, she enjoys visiting various different gigs and concerts including visiting her favourite artist, Calum Scott at his gigs. Her other favourite artists include Shawn Mendes, James Author and Ed Sheeran.
Caitlin enjoys attending these gigs and concerts as she likes the atmosphere and the way the music makes her feel. Caitlin has never played any acoustic instruments but wishes to learn to play the guitar, she wishes to take lessons at her local music shop and extend her skills by watching videos on the internet. She is inspired by various different artists that feature in the charts. Caitlin states that she visits her favourite artists fan pages on various different sites, this gives me the indication that fan pages play a big part in the promotion for the artists merchandise and products. It also gives a good indication of the image they want to get across to their fans, for example, on Calum Scott's fan website, it shows him in smart shirts and jeans. This gives him an image that young teens may want to recreate or aspire to look like.
Caitlin also stated that she likes to wear merchandise of her favourite artists, these merchandise are usually brought off of their websites or at concerts or gigs that she attends to. Caitlin is inspired by music and listens to it to zone out and just have time to herself. This indicates that the music is calming so therefore the music video would be quite calm and basic in order to match the tone and lyrics of the song. I have researched how music effects the brain and it is stated to change the state of mind the person is in. This video expands on this theory.
