Detailed description of our target audience

For our selected song, “Fit But You Know It” by The Streets, the age and gender of our target audience would be males between the age of 16 and 32. This is because firstly, the story lines within the song are about a girl, coming from a male, and also a male’s perspective. Not many females would be interested in listening to this type of song. Also, the style of song, lyrics and especially the vocal style, gives off an extremely “masculine vibe”. Again, a typical female wouldn’t listen to this type of music.

I believe that the target audience of this song would be within the social grouping of C1 to E (lower middle class- the lowest level of subsistence. This is because the style of the song is quite fun and has a sort of story running through it. Because of this, it can provide escapism to the listener, and this is “needed” by people within these social groups. The reason that the target audience doesn’t consist of people in the higher social groupings is that the song makes references that perhaps relates to the lower social grouping; for example take away shops, and smoking crack.

Films that the target audience might like are such films for example that have Danny Dyer in them. These sorts of “geezer” films have the same target audience as the song “Fit But You Know It”, because they both have similar aspects. Like, they both are related with young, “geezer” males. This would also relate to any other types of media that the target audience would like. For example, anything related to football, sex, cars and money- occasionally perhaps violence too.

In terms of audience theories, the target audience would be looking for escapism, entertainment, and identification by using the Uses and Gratification theory as a model. This is because, as the music video would be aimed at the lower social groupings, they first of all, might want to have the feeling of escapism. Secondly, the majority of people who watch music videos watch them to be entertained. Lastly, identification is met due to the fact that the typical target audience seems to be featuring and sung about in the song, and also other related media products.

Richard Dyer’s Utopian Solutions Theory suggests that people responds to media products if it offers them a solution to a problem in their life. His three inadequacy solutions are isolation which can be solved through social networking, confusion which can be solved through clarity and boredom which can be solved through excitement. In terms of our selected song and its target audience, they would most typically be bored, and look for excitement in the music video if they choose to watch it.