Knowing the artist quite well and following him since the beginning of his still early career helped significantly when opting for a target audience. I've attended a few of Isaiah's gigs and thus allowed me to gage that the type of people constantly return to the bands concerts and more importantly music in general.
Although research can be crucial, by being a fan yourself and knowing other fans you are able to personally observe the typical demographic of a grime audience enabled me to target this demographic specifically.
Additionally, research into a target audience was aided by my own experience of grime genre gigs at festivals and individual concerts respectively, as well as watching certain grime artists online. This enabled me to interpret the specific type of audience through videos online and draw for successful artists' marketing techniques. Firstly I drew ideas from Yungens' music video 'Ain't On Nuttin' (shown below) - the opening to the music video shows Yungen performing live to a crowd. From this scene we can draw the fact that the crowd look of the ages of 16-22 and mainly consist of ethnic minorities of African/British youths.
We began by having our target demographic study our choice of song 'Hype In The Booth' in order to see the potential the song had to make a music video and whether or not what we believed was our target audience liked the song generally.
Feedback is evidently positive and this enabled us to move forward and start planning the song as an animatic and storyboard to start shaping our music video together.
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