Task 2

Media producers define their target audience using a range of methods, some using

Geodemography research or Socio-economic research. Socio-economic groupings are

broken into 6 groups, going from A to E. Group A consists of higher earning members

of the public, for example Top management, bankers, lawyers, doctors and other

highly salaried professionals and group E being the unemployed, students,

pensioners, casual workers. These groups help media producers define their target

audience in a very basic way, if they are selling an expensive product then they will

stick to group A and B, on the other hand if it’s a whole round product like Bread for

example, they will target all groups , A-E.

Two digipaks that I am comparing , are very different in terms of detail, but target the same

audience . These two Digipaks are:

Gorillaz-Demon Days

Artic Monkeys-whatever people say i am, that's what i'm not

Both Digipaks are eye catching, particularly towards teenagers. Gorillaz containing cartoons

and the AM pictures being controversial. Gorillaz have hit their targets on point by using

cartoons with a twist, this being that they are not the typical cartoon you would see on TV,

they are smoking , and with an evil face on most of them. Artic Monkeys on the other hand

have took a different approach, although still shocking, they have gone for simple black and

white photos, this being of a man smoking. Smoking is branded to be ‘cool’ towards

teenagers therefor making this album cover controversial. Both albums using simplicity but

with a strong message.

The designers have added elements such as shock into the arctic monkey’s album cover, if

the man wasn’t holding a cigarette then the album would be plane, but as he is, it makes it

controversial, makes people talk about the album artwork, creating the word of mouth

effect. Having a ‘rebelious’ image targets teens.

17-male

question Answer

Which digipak do you prefer? Gorillaz

And why do you prefer that digipak? Good drawings

What is the most appealing aspect? The cartoons

Which digipak targets 14-21 year olds most? Gorillaz, due to cartoons being popular

After seeing these digipaks which album would you buy?

Gorillaz, im wanting to see more.

If you had to add something, what would it be?

I don’t know.

18-female

question Answer

Which digipak do you prefer? Arctic Monkeys

And why do you prefer that digipak? Simplicity

What is the most appealing aspect? The black and white photo makes it stand out

Which digipak targets 14-21 year olds most? I would have to say the Gorillaz, the smoking in AM album doesn’t cut it for me.

After seeing these digipaks which album would you buy?

Still the AM, it looks interesting, one i can relate to the most.

If you had to add something, what would it be?

The album title to the front cover.

Male-14

question Answer

Which digipak do you prefer? Gorillaz

And why do you prefer that digipak? The drawings are cool.

What is the most appealing aspect? The plane white background makes the cartoons stand out more.

Which digipak targets 14-21 year olds most? Being 14 i would say Gorillaz.

After seeing these digipaks which album would you buy?

Gorillaz

If you had to add something, what would it be?

n/a

Female-16

question Answer

Which digipak do you prefer? Gorillaz

And why do you prefer that digipak? Stands out, eye catching

What is the most appealing aspect? The way its laid out.

Which digipak targets 14-21 year olds most? I think the Gorillaz, due to the cartoons.

After seeing these digipaks which album would you buy?

Definitely the Gorillaz

If you had to add something, what would it be?

Probably a track list.

Female 14

question Answer

Which digipak do you prefer? Arctic Monkeys

And why do you prefer that digipak? Good looking guy on the front

What is the most appealing aspect? The simplicity draws me in

Which digipak targets 14-21 year olds most? I think Gorillaz for the boys, and AM for the girls.

After seeing these digipaks which album would you buy?

AM, i want to know what the picture has to do with there songs.

If you had to add something, what would it be?

The album title to the front cover.

Most music producers get their artwork on point, relates to the album, promotes the artist

and is eye catching. Even though some cause controversial views, it still gets people talking

about it. It interreges the audience. For example the Arctic Monkeys album. On the other

hand , some album covers don’t make the cut, for example ‘Yes’ by talk , they producers

looks like he went for a simple eye catching cover, but in my opinion it doesn’t do much for

the band at all, the graphics are poor and the reviews for the album cover agree with me. If

music producers do their research they can get good results, like the AM album cover, they

obviously knew it would kick up a fuss, they knew the rates on teenage smoking, what

appeals to teenagers and how they could draw people in. As for Talk, their album cover

doesn’t have a clear target audience, it looks rushed and messy, i see no point to the album

artwork and believe it was just a quick solution. The band isn’t that popular so they don’t

have fans to relay on to get the albums off the shelf’s, so the art work would have been

important in order to spark people’s interest.

Overall I believe research into the artists fans are important, if they want to hit the right target

audience in order to make sales, they have to have a good album in order to catch the attention of

their new work. Having boring Artwork doesn’t sell, on the other hand having one that will cause

controversy will spark a debate among music fans/ the media therefore promoting the work, good

or bad.