Demographics & Psychographics- and how it lead to changes!

Media content today is a multi-platform, user generator packed world, so when we were asked to make a music video we had to keep this in mind. Obviously the platform was chosen for us (a music video) however, we did go along the path of making our music video into a sort of mini film by jam-packing narrative into it. WIth the plans of a dance scene and the dysfunctional relationship between our main character and his girlfriend, we believed this would pull a mass audience in- young and old. The demographic for the song would generally be for 20-30 year old males because of its release in 1996 and also the male of voice breaking out showing himself as the victim for the first time. Perhaps this would have even appealed to women as they would have been showed as the dominating characters rather than the stereotypical image of woman under man.
The lyrics seemed to be overdramatised so, with this we decided to create terrible mini narrative situations which would genuinely lead to empathy with the man from the audience and humour for both men and women. We also tried as hard as possible to go with a 90's image of the housewife however, we went with the ''househusband''. We did this for comic relief and it seemed to work. At first we wanted our main character (Tom) to be wearing fluffy slippers hair rollers and an apron but, after re-shooting we decided that we are genuinely discussing the FEMALE of the species so, rather than changing Tom into a female so that he would appear fragile and the loser in the relationship we questioned why he couldn't be a man and feel like this- it is after all what the song is about! So we got rid of the apron, slippers and hair rollers and the drummer pans seemed to work very well at the beginning of the sequence to soften Tom's appearance as a member of an alternative rock band successfully.
The psychographics for the song would hold a niche audience in my our opinion however, one of their key interests would be music and this song would appeal to them because of it's upbeat and almost addictive tune. They would believe modern music to be in somewhat shambles except for the rare band which would bring it back to the essence of good music (such as Moose). Activities for the psychographic would be musical such as, gigs, festivals and concerts. We would want to have an audience that knew their stuff. Values would partake in modern society and the idea that female and male are equal. They would possibly also hold a strong belief in freedom of speech- maybe a remake of the baby boom generation.

Yussra and Marwa