As Rihanna is a female orientated artist the main target audience would be to look at females over males, and the younger audience. When looking at a demographic table and analysing this we have come to the overall conclusion that our target audience fits into group A, as the audience is students, unemployed and ages from 13 - 25, this is aimed for those who have not yet gathered their own income or employment, however some of the chosen category may have gone into employment. As this is a narrow audience the demographic table was good to decide and find the right category to aim the audience to. Another form of research and audience classification table would be to look and analyze a psychographics table, in the category of 'Aspirers', as this is mainly targeted to the young ages who look up to others around them in the society. However this also apply's to the category of the 'Explorers', as they seek individualism, which is something which Rihanna produces and conveys within her music video, album artwork (digipaks). Audience classification is very important when trying to find and aim a product or theme to a particular target audience, without this the music from the artist Rihanna would not sell or be a hit for anyone in particular. The demographic is a very important factor to consider in this as, this is a set of division of the population and the divise of the people in it, as the demographics are used to divide the society up in six group, this is to an advantage as you have the ability to interpret the specific audience which the Rihanna video, artwork and magazine would be aimed at and appropriate for. The decision of the audience target group can also be determined due to the behaviour, attitude and personality of different people, this is combined into a general figure of society separation.
From looking at the demographic table, we have classed Rihanna's target audience as being under the group E (unemployed, students, pensioners, casual workers) because they are the most suited. Rihanna is more targeted at the younger generation and her music could relate to students going through the same or similar issues she sings about in her songs.
From looking at the psychographics table, we have decided that Rihanna's target audience are Aspirers because she is really into her fashion and appearance therefore this would attract people who are also materialistic and orientated to their image and appearance. As well as this, they could also classify as explorers because they value difference and adventure. Rihanna has her own twist to her style and her songs compared to other artist therefore this would fit her target audience well.
MARKET RESEARCH B
This is a profile of someone who fits into the criteria of the type of person to view a Rihanna music video and accompanining promotional materials....
I am Sarah and I am a 17 year old student in sixth form studying Business and Media. I live at home with my family which consists of my mother, my father and my two sisters. I drive and own a car therefore I am able to go out by myself. I am currently single but my previous boyfriend was really into Rihanna's music as well as me. We used to go to her concerts all the time and I have a load of her CD digipak's and magazine album adverts stuck on my wall. In my spare time about once or twice a week, I will buy a Teen Vogue magazine for myself and my sisters as we are all into Rihanna and I will frequently find album artwork for Rihanna along with information about her upcoming concerts, tours and CD release dates. However, I am quite busy as my hobbies include reading, dancing and singing. I am girly yet, I also like Rihanna's dark mysterious side to her music. When I get home from school, I like to watch Rihanna's YouTube music videos and my favourite song of hers is "Stay".
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