Target Audience:

Delphic are a band from Manchester whose unique blend of indie guitar music and electonica has made them one of the bands to watch in 2010. Following support slots under the likes of Bloc Party, Orbital and Kasabian they intend to tour their new album 'Acolyte' in early 2010. Including shows for Q magazine, NME and MTV. In addition with influences from 80's electro icons such as Pet Shop Boys and New Order. It is evident that they have a broad target audience. This is certainly something we will try and reflect in our music video, by tackling issues that may reflect the lives of any one from their teens above.

Taking all that in to consideration our main focus however will be late teenagers/ young adults, we feel that this is a big market sector of the music industry. It is in these demographic groups that you find people who regular listen to music, or go to shows and festivals. This is more important than ever in the current music industry. Physical music sales have hit an all time low, and downloading has been on the rise, but a lot downloading is illegal therefore it is becoming increasingly difficult for new bands to break the market. Consumers can discover bands on Myspace, or streaming sites such as Spotify for free. Here they can find out what songs they like and either buy them or download them illegally. So the live market has become more important than ever, as it is a large part of a band's revenue and in some cases what they need to survive. So the people who go to these shows are the people we are trying to target.

Delphic area band regularly featured in magazines such as NME, and they would resonate well with the 'indie' genre. This is a popular 'tribe' among the youth of today, and it has seen a popular resurgence since the launch of one of 'indie' most influential bands 'The Strokes'. On uktribes.com indie kids are described as a 'broad catch-all tribe who are passionate about guitar music'. They aren't described as being 'hugely-snobby' and 'bands are 'allowed' widespread critical acclaim and frequently hit the charts'. A great example of this would be Arctic Monkeys who scored two UK number before having the fastest selling debut album in British history( a record later beaten by Susan Boyle), after building a reputation from the underground indie clubs of Sheffield and the prevalence of the Myspace generation uploading their demos to the Internet. Indie kids are a 'confident, energetic and enthusiastic tribe, which has become one of Britain's largest and most influential.' This opens up wide prospects for Delphic who have the opportunity to hit the mainstream.

This is also reflected in our choice of characters, the lead character will be part of the 'indie' tribe, and the remainder of actors will be dressed in suitable attire to blend with the protagonist. They will also be in our target age group, of around 17-25. This of course was also influenced on the availability of actors for our video. We will really only be able to use our friends or family, and a large proportion will be in their late teens. Furthermore the setting of a house party is something that teenagers are faced with almost every weekend; therefore it is certainly something they will be able to relate to. Our storyline has taken inspiration from issues that are often raised in popular teen television dramas such as 'Skins'.

The particular song is reasonably radio friendly; it has a catchy chorus and infectious hooks. This lends to a mainstream appeal, therefore our video isn't too left field and can be enjoyed by the masses, as it features a fairly basic narrative. A lot of music videos out there are very abstract, or just feature a simplistic performance by a band. We wanted an idea that would capture the audience, where they can relate to the story, and sympathise with the protagonist. We want viewers to be hooked on both the song and the storyline.