Media A2 Zombies: October 2010

Demo graphics and target audience

The demographics of Johnathan Coulton’s primary audience will clearly be fellow geeks first and foremost, this could be due to the themes and underlying narratives of all his songs. I would like to ask you to make a quick jump to Code monkey, The future soon and I feel fantastic (making sure you take note that all off the fan film/machima is from World of Warcraft). Now World of Warcraft by opinion is regarded hugely nerdy, geeky or whatever new word main-streamists have for World of Warcraft players, as you can tell I play. So from the basis that my audience will be similar to the target market of World of Warcraft these were my conclusions.

Target age ranges from 15 years old to 21 years old as themes throughout most of the songs Johnathan writes and sings can be applied to a standard nerdy life or can be taken very light hearted. The songs Johnathan Coulton writes are a nice alternative to other artists that tend to provide only serious music for example a folk singer like Johnny cash or a rock artist like papa roach. Men are the primary targets, as stereotypically more males tend to immerse themselves in computer games and have a more appreciative, forgiving attitude to silly fantasy based songs whereas women tend to be more down to earth. Social groups or classes Johnathan Coulton targets are generally C1, C2 and a few B. The use of the internet is a must have when listening to Johnathan Coulton as the only means of getting your hands on an album is through his website (http://www.jonathancoulton.com/). I don’t believe the themes would match the tastes of D or E as generally they would prefer real life examples and down to earth. However social class A wouldn’t be a target market for Johnathan as they would be unable to relate to some of the issues based within the songs and tend to stay away from genres like rock. Although a few group As would quite possibly get the music as its melodic and quite upbeat akin to social class A lifestyle.

Psychographics of the target audience

Psychographics is based on the work of a new yord add agency, rubicam and young. It dictates that each society can be spilt into seven groups upon what is important to them.

Mainstream wants family security

Succeeders want control

Reformers want change

Resigned want to keep on surviving with their own way of life

Strugglers want to escape

Explorers want to experience new things and excitement

And finally aspires only care is their image

The target Psychographics of the target audience is clearly strugglers who can relate to every song and understand the underpinning feelings. Listeners can escape through the fun lyrics that Johnathan Coulton has brilliantly choosen for his songs.