Research into music channels & target audience

Music channels

Objective: to be able to show an understanding of how music channels appeal to an audience

Starter:

Make a list of all the music channels that you know:

• MTV
• Viva
• 4music
• Box
• Kiss
• Smash hits
• Chart Show
• The Vault
• Scuzz
• Flava
• Kerrang
• Capital Tv
• Channel AKA
• Magic
• Heart
• Starz Tv

MTV targeted their music channel at an audience that ranges from 12-24. They do this by broadcasting popular artists on the promotional basis that it allows the audience to hear the most recent, upcoming singles.  

MTV expands their target audience through their subsidiaries such as Base, Hits, Dance, Rock, and Classic. This is effective as it doesn’t focus the music channel on one particular genre; it targets a wider range of people providing them with a music channel based on the genre of their preference. This helps the music channel become more established and known worldwide as not only does it appeal to more people, but no other music brand provides different music channels for different genres.

The music channel usually plays shows such as ‘The Official UK Top 40’ which features the most popular, upcoming artists. Singers such as Rihanna, Beyonce, Ed Sheeran, and Olly Murs all frequently reach the top 10 of the charts and therefore appear on the channel on a regular basis.

The MTV logo appeals to a wider audience as the colours consist of black and white. Neither of these colours is gender specific and therefore appeals to both genders. The MTV logo was recently redesigned with the original ‘M’ however a subtle change such as a open ‘V’ and a blank canvas for images. This is effective as it further advertises the channel as it shows the reality shows they play or artists that frequently appear on the show.

The target audience for the music channel ranges from 25- 44 year olds. The channel is the home of the 80’s and 90’s music, which plays a mix of classic and contemporary music. Therefore it attracts this specific aged audience as they are brought up in the same generation. VH1 is a subsidiary to MTV and when the channel first released, it played music genres such as jazz, classical and R&B. The channel featured artists such as Tina Turner, Elton John, Rod Stewart etc. However as the times as progressed, the channel has expanded their genres by playing more recent music through shows such as ‘The Official Top 40’. These shows frequently show artists that are popular in the charts at the time, for example Ellie Goulding, Bruno Mars, Calvin Harris and therefore attract a younger audience. The VH1 logo appeals to the target audience as the colours consist of pink, orange and yellow. These are typical colours that were popular in the 80’s and therefore appeals to the age group who grew up in that generation. The channel also appeals more to a female audience as not only pink and female specific colour, the channel plays Tv Shows such as ‘Basketball Wives’.

The target audience for the box music channel is 14-20 year olds. This is because it plays the most recent, popular music that features in the chart. It also plays a variety of music genres such as pop, R&B, Indie, rap etc. These are the genres that are in the particular interest of their target audience encouraging them to watch the music channel. Artists such as Nikki Minaj, Flo Rida, and Rita Ora constantly appear in the top of the charts which is played  regularly on the Box in shows such as ‘UKHot40’. The box is a subsidiary to other well known music brands such as Kiss, Kerrang, and 4Music which all contribute in advertising the music channels. The Box logo, like MTV, is also in Black and white. This is effective as the colours are not gender specific and encourages a wider audience to watch the music channel. Also each of the letters is a square shape which connotes a box which stands out from other logos.

The target audience for Scuzz music channel ranges from 16-30 year olds. It specifically plays a broad range of rock music and subgenres. During the day it tends to play pop-punk, current metal, and upcoming artists for the younger aged target audience. However in the evening it predominantly plays heavier music varying from traditional heavy metal and punk to deathcore etc for the older aged audience. Artists such as Young Guns, You Me At Six and Deaf Havana frequently appear on the music channel. Scuzz also has subsidiaries such as Flava, the Vault and Buzmuzik which all play different music genres. The Scuzz logo consists of a silver colour which connotes the heavy metal genre the channel plays. The logo is written in a font that has sharp edges. This portrays the stereotypical ‘rock look’ with the spikes and dark clothing. This encourages the target audience to watch the channel as well as making the logo stand out from the rest.

The target audience for kiss music channel rages from 15-34 year olds. This is because Kiss plays a variety of genres such as R&B, Hip Hop, Urban, Dance, Grime, Dubstep etc that appeals to this ages audience. Artists like Jay-Z, David Guetta, DJ Fresh are commonly played on this music channel as they are popular artists at this time. The kiss logo is in blue which connotes youth. This is effective as it attracts a young audience. The ‘K’ is larger than the title making it stand out. This is effective as it catches the audience’s attention.

• Why do you think MTV is broken down into different channels (base, hits, dance, rocks, classic?

I think MTV is broken down into different channels as it expands their target audience. The music channel offers the audience a variety of genres such as Base, Hits, Dance, rock and classic which would appeal to a larger group. Also this is a feature that MTV have and no other music Channel offer. This makes them stand out from other brands which will in turn increase their viewers.

• Why do you think music channels are important in appealing to a target audience?

I think music channels are important in appealing to a target audience as it gives the viewers an insight to a particular artist’s lifestyle whilst promoting other brands. The music channels allow the audience to watch the music video when listening to the song which encourages them to live a similar lifestyle. For example in Jessie J’s new music video ‘It’s My Party’ she is holding Beats speakers. This then influences the audience go and by the same speakers.

• Why do you think there are a variety of music channels?

I think there are a variety of music channels as different channels play different genres. For example Scuzz plays rock and heavy metal whereas the Box would play more pop music. If there was only one music channel it would reduce the amount of viewers and it doesn’t provide the view with a particular genre of their preference. If the music channel was to play a combination of music genres the music wouldn’t appeal to everyone.

• What have you learnt from analysing music channels and how will it help you with your own production?

I have learnt that music genre is a very important aspect of music channels as it determines the target audience you aim the channel at. When I chose an artist I would like to do my music video on I will make sure I follow the codes and conventions that fit into the music genre I choose.