From a media perspective this means that depending on different factors e.g. social class (as demonstrated by the table below) and gender the population may be more likely to receive certain media texts because of the group that they are in.
It is important to understand demographics when producing a
product as it can help to understand what to include in the product to make it
appeal to the target audience for the product. The choices the institution
makes can change the appeal to different audiences and the meaning of the product
e.g. the casting for the music video must be relatable to the target audience
otherwise it will not appeal to them as much and the impact of the song will
change. How it is marketed is also important e.g. If the target audience is a
younger age group then marketing on social media might work well but if the
target audience is and older age group then advertisements on radio stations
that this age group listen to may be more effective.
The industry currently appeals to the demographic of the
genre of music I am exploring as they recognise that the audience for this
genre is mostly from teenagers up to the age of around mid -30's. This means
that the music is sold as downloads which would appeal more to the younger
audience and as CD's and even Vinyl which may appeal more to the older end of
the target audience. It is sold both online and in shops helping it to reach
the target audience easier and the artists (In their 20's) are relatable to
both ends of the target audience. They go on tours which can be attended by all
ages in the target audience and also have a YouTube channel so the audience
(the younger end mostly) has access to the music videos for any songs they
produce. The artists use television adverts which reach the entire target
audience and have merchandise which can be bought online from their own
websites and in shops which will help them reach all ages of their target
audience. The media represent this genre as caring more about the music than
the fame they get from it. They are represented as more down to earth artists
than those in other genres such as Pop, which would appeal to their target
audience as it makes them more relatable.
For the social demographic A they would be more likely to listen to classical music. This may be because it is music that is stereotypically associated with their social status and therefore they will conform to this stereotype and listen to this kind of music.
They may also listen to radio stations such as BBC radio 3 which plays classical and serious music.
The ideology behind this product is sophistication which would appeal to the target
audience in social demographic A as they can relate to this being from the
middle class of society.
For social demographic B they may listen to more diverse music. As it covers people in positions such as teachers and media workers they will be exposed to more areas of music and so will have a larger range of music to listen to. They may listen to slightly older mainstream music or current mainstream music e.g. Top 40
For social demographic C1 they might be likely to again listen to different areas of music. Like social demographic B they would be exposed to a wide range of people die to jobs such as being a nurse. This may mean that they listen to whatever music is on in the hospital or for office staff whatever music is on in the office.This music is likely to be from a mainstream radio station such as BBC radio 2 (The most listened to radio station in the uk) which plays more adult orientated pop music both classic and current. This means that they are exposed to this kind of music and may continue to listen to it outside of work or at home.
For social demographic groups C2 and D they will again listen to music that plays in the workplace. However because their positions are manual work they are most likely to be working class which means that they are most likely to listen to radio stations such as BBC radio 1 and Capital FM. These radio stations play more youth orientated pop and hit music.
However they may also listen to stations such as BBC radio 2.
For social demographic E they may be more likely to listen to many areas of music. As this area covers people from students to pensioners the type of music they will listen will vary. Students are more likely to listen to popular music (top 40) or more alternative genres. This may be because the type of music a person listens to can be a part of their identity and so this age group may listen to different types as they try to find a genre that they like. Pensioners however are more likely to listen to music from when they were younger. This group will cover a lot larger area of music genre.
Gender: Different genders would be more likely to listen to different kinds of music.
As this chart shows there are more rap and rock genred artists in the male top artists than on the female top artists whereas there are more pop genred artists on the female top artists than on the male top artists. This is also shown in the audience for Capital FM which plays the UK top 40 mostly.
Age: People of different ages are likely to listen to different genres of music. For example those in higher demographics such as A and B are likely to be older and will more likely listen to older music or older artists from when they were a bit younger. People who fall into demographic E are likely to be students and as the main consumers of radio stations such as Capital fm this age group are more likely to consume pop music or other music from the top 40. Education:
People from different educational backgrounds may listen to
different genres of music. Those who have had a private education may fall into
demographic A which means that they may be more likely to listen to the music
described above (Classical music) Those who have had a state education may be
more likely to listen to mainstream pop or alternative genres as they would most
likely fall into lower demographic groups making them more likely to listen to
the music described for those groups above.
Subculture:
People in different subcultures would have different tastes
in music genre as their social groups would listen to different genres of
music. Those in demographic group A would be in different social and cultural
situations where they would be more likely to be exposed to classical music
whereas people in the other demographic groups would be in social and cultural
situations where they are exposed to more mainstream music genres e.g. for
students in demographic E they would be exposed to music at college and
university.
Geographic location:
People from different geographic locations with different
lifestyles may listen to different genres of music. An example of this may be
that people from areas of England such as Chelsea would be more likely to have
lifestyles that listen to genres more associated with the higher demographic
groups whereas people from areas such as Yorkshire would have lifestyles that
would make them more likely to listen to genres associated with the lower
demographic groups
Psychographics:
Location:
People from different geographic locations with different lifestyles may listen to different genres of music. An example of this may be that people from areas of England such as Chelsea would be more likely to have lifestyles that listen to genres more associated with the higher demographic groups whereas people from areas such as Yorkshire would have lifestyles that would make them more likely to listen to genres associated with the lower demographic groups.
An institution is a company that produces and/or distributes
music. A radio station or music channel on television are institutions that
distribute different genres of music. Radio stations:
See England, Scotland and Wales lists for local FM / DAB network
Digital feed of Capital London available in Bristol and Bath (11B), Bath and West Wiltshire (10D), Cambridge (11C), Cornwall (11B), Herts, Beds and Bucks (10D), Norwich (10B), Northamptonshire (10C), Oxfordshire (10B), Peterborough (12D), Reading and Basingstoke (12D), Somerset (10B), Southend and Chelmsford (12D) and Swindon (11C)
Digital feed of Gold London available in Ayr (11B), Birmingham (11C), Bournemouth (11B), Cambridge (11C), Central Scotland (11D), Cornwall (11B), North Devon (11C) Exeter/Torquay (11C), Humberside (11B), Kent (11C), Manchester (11C), Norwich (10B), Peterborough (12D), Plymouth (12A), Reading/Basingstoke (12D), Southend/Chelmsford (12D), Sussex (11B) and Swindon (11C)
Herts, Beds and Bucks (10D), Northamptonshire (10C), Kent (11C) and Surrey (10C)
Source: https://en.wikipedia.org/wiki/List_of_radio_stations_in_the_United_Kingdom All comes down does not feature on many radio stations as Kodaline are a relatively unknown band ( despite the growth in popularity over the past couple of years) They do perform at festivals such as Radio 1's big weekend.
Other artists similar to Kodaline that may feature on the same radio stations might be Ed Sheeran or James Bay as these artists perform similar genres to Kodaline. This would link to the audience profile of the station as Kodaline's main audience are teenagers through to people in their 30's. This would also be the target audience for the radio stations that Kodaline's music would be played on.
I have chosen to make the music video with initial concept 3 as it allows me to be more creative and incorporate the themes of the song better into the video.