Digital Media Productions
Audience Demographics:
Research & Meta data analytics
Target audience research:
My client’s target audience are people of both genders between ages 14-30 who listen to music often (on a daily basis) and enjoy discovering new artists and songs. The target audience look for, and are fans of underground and upcoming artists. The target audience is into artists such as Playboi Carti, Yeat, Future, Lucki & Lil Wayne. The aesthetic is both dark and aura farming but also energetic, hype and raw.
I have also used Google Trends to research and do a deeper analysis of the search volume for the "uk underground" rap niche.
By checking the history of all the searches in the past 3 months I was able to learn certain behaviors and identify peak interest times. I was then able to use that to optimize my release schedule(the peaks are often on fridays which are normally release dates for artists). This way I made sure that the campaign's promotion and final release date worked perfectly with peak search times of search traffic, increasing the client's possible streams on the day of the release.
Competitor research:
Whilst doing the competitor research phase of the campaign, I did look into mid-tier and established underground artists within the client's specific rap niche.
The objective was to create something familiar to the aesthetics that currently have high engagement on social media and visual platforms.
My analysis showed me a lot of the target audience are attracted to raw, different(edgy), recurring visuals that are partially reliant on energetic but also dark and shaking camera movements(blurred imagery).
This sort of niche is often referred to as "aura farming", which is something that I can use as a tactic to get the attention of a lot of people and give the client a mysterious and captivating artist persona. Noticing this favoritism throughout my research I decided to integrate these sort of visual cues into the client’s short form content.
Instead of having a very popular "mainstream" polished aesthetic in my marketing campaign, I decided to use more of this raw and edgy visual identity which made me be able to grab the attention of the 18-24 demographic.
I have decided to do this as it will definitely increase the client's reach and engagement mostly within his specific target audience
