Target Audience Research

When researching our target audience, there is no fixed definition of defining who our target audience are. Our target audience is 15-25 year olds who are known as goths and/or emo's. In order to be certain of the groups we are targeting, it was important to get a variety of definitions in order to ensure and understand in detail as to who they are and the interests they hold.

 

What are the main differences between goths and emo's?

 

Goths

 

The Oxford English Dictionary defines a goth as "a performer or fan of goth music, or anyone who adopts a similar appearance, typically through the use of dark eye make-up and pale skin colouring, dark clothes, and bulky metallic jewellery".

Goth.net, one of the most active forums on goth culture, acknowledges the role of dark clothing but rejects the notion that goths have the same musical and fashion tastes. Central to their definition is "free-thinking and rejection of dogma".

Goth is associated with Gothic rock, which dates back to the early 1980’s as an alternative music and culture movement. Goth is related traditionally to dark themes of which Gothic architecture in Europe is cited symbolically. Both the emo and Goth movements relate art to being through personal expression methods.

 

EMO's

Emo stands for “emotional hardcore,” a type of punk rock music that evolved out of Washington DC in the mid 1990’s. Emo or emotional hardcore was an attempt by a number of bands to experiment with chaotic music patterns and personal expression in abstract and primal ways.

The OED's definition of emo is purely musical: "derived from hardcore punk music and characterised by emotional, usually introspective lyrics".

Similarities and differences between Goths and Emo's
 

While people might have certain assumptions about the way emos dress, precise delineations are not clear. They often dress similarly to goths, but the emo fashion for spiky, coloured hair and studded clothing seems to show punk influences

"Goths and emos are in some ways quite similar - they both centre upon dark themes and wear dark colours and often eyeliner. The goth style draws on horror imagery, and both sexes often favour a 'feminine' style." - Paul Hodkinson, Sociologist.

 

The Emo and Goth movements both represent sub cultures in post-industrial or post-modern civilization.

 

 

They differ mostly in the sense of expression of music and emotions. Though they both belong to the same genre of music but their expressions and cultural inclinations set them apart. Their thinking and influences on music also differ.

 

Emo rockers preach release of primal energy with abstract and chaotic sub structures while Goth are recognized by emphasis on darkness in their tone, dress, hair dyes, make up, emotion, etc.

Emo's and Goths are the target audience for music magazines such as 'Kerrang', 'Rock Sound' and 'emo'.

Overall I have learnt that in order to help promote 'Perfect Fall', we need to market it to these specific audiences. As they are an up and coming band, in order to market them to the audience we could do this through asking magazines such as Kerrang, Rock Sound and emo to interview the band and do an article on them as the readers are the same target market.
Also, it is essential that the star image of Perfect Fall will match the audiences' needs. We will do this by getting the lead singer to show his aggressive emotions as this has been done by similar artists from lead singers in the bands sleeping with sirens and pierce the veil.

Overall we have carried out both primary and secondary research into our audience which has helped us know what we need to include in our cohesive package in order for it to appeal to our target audience.