Audience Research

When researching an audience for dubstep, I found that they could be categorised into 3 categories: Age, Gender and Genre.

Age: Our primary age group is 16-24 year olds because this is the age that has grown up with the discovery and development of dubstep. Also, this is the main age for becoming more independent and outgoing. Our secondary age group extends to 15-26, since this is really the limit for the age group where dubstep is popular. Also, you can get adults 30+ who still enjoy going to music festivals, concerts and clubbing, however this group is very niche.

Gender: Dubstep appeals to both males and females in our priamry audience, however in our secondary audiences mainly males are interested.

Genre: Of course, there are fans of the dubstep genre. Often, these fans like drum and bass as well due to the similarities in style and conventions of the genres.

Audience Demographics Profiles:

Name: Ben Kaye
Age: 20
Gender: Male
Occupation: University student in his second year - studying business management
Interests: He's an outgoing student, loves to go clubbing, partying and have a drink with his mates. He still thoroughly enjoys studying his degree course though. He regularly plays football for his university team and also goes to Powerleague to play football with his brothers and friends most weeks. Last summer, he went to Ayia Napa, a Greek "party" island, with his friends and felt an andrenaline rush when listening to DJs mixing dubstep and drum and bass tracks and dancing with and meeting girls. He particularly liked the music because the heavy beat and reverberations can be felt pulsing through your body, creating a euphoric and invincible sensation. He said that, "dubstep is like a legal high".


When I say dubstep, what do you think?
Chaos, craziness, colours, pure mental, clubs, an amazing time/night, strobe lights, drugs, alcohol & sex, wob wob wob, current, RIGHT NOW! Subfocus, Magnetic Man, Skrillex, Ukf Bass Culture Concert

Name: Lauren Good
Age: 17
Gender: Female
Occupation: Year 13 at secondary school - studying art, english and politics for A levels
Interests: Very confident, outgoing with a strong, tight-knit group of friends, both boys and girls. She regularly goes to salsa dancing and has a passion for photography. Last summer, she went to Malia for a week with her best friends and never wanted to leave. She said "boys, best friends and dubstep / dance music is the best combination. Perfect Summer!"

When I say dubstep, what do you think?
DANCING! Incredible beat, boys, partying, clubbing, simply crazy, awesome, current, my iPod, mental, Flux Pavillion, Subfocus, Doctor P, UKF Bass Culture Concert.


Reflections:

After interviewing these two people and absorbing what they had to say I found that although they are different ages, opposite gender and are studying very difficult subjects, they both shared common interests, particularly with the clubbing and the dubstep lifestyle. This highlights the fact that this audience is very diverse and has an extraordinary variety in personalities.