Target Audience
The song 'Faded', by Alan Walker is mainly targeted towards teenage audiences. The song is about a young adult who has lost his memory. Throughout the music video, there are different stages of his memories fading away. However, the actor in the music video begins to search for their memories as they come across objects which bring back memories from different times in their lives. An example of this is when they will be searching for a picture. Metaphorically, they will find a picture frame but without a picture in it.
As the character begins to find things, they start to bring back memories, as if the character is searching for freedom. The character is existentially searching for a meaning in life which sends a message that the audience should work and fight towards their life goals. Furthermore, it implies that a lot of people in today's society have become effortless and people need to put a lot more effort into their life and their goals.
Using theories such as Mosaic, I found that I was able to understand my audience. Using the Mosaic theory gives me the ability to consistently target and reach audiences with relevant content across direct and indirect channels, therefore ensuring that the right individuals are receiving the messages. This method will help me and helps other brands to build their brand presence, ensuring that the right customer types of being acquired to achieve our marketing goals.
From the Mosaic UK Classifications, I was able to narrow a wide variety of audiences down to only a few primary target audiences. I split my target audiences into a category called 'rental hubs'. From this category I chose two target audiences:
1) Central Pulse
- Entertainment-seeking youngsters renting city centre flats in vibrant locations close to jobs and night life.
2) Student Scene
- Students living in high density accommodation close to universities and educational centres.
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