Target Audience of Mumford & Sons

This is the Facebook page for the band...

You can click on the screen image to go directly to the Mumford and Sons Facebook page.
You can see that this site has 463,747 members, of which all are from different social classifications.

Looking through their fan base on Facebook, I looked at 5 members to see how old they were and where they were from. I found:

• Kris Flynn Hutt - 17 years old - Seaford - Other music interestes: MGMT, Foals, Lil Wayne, Lostprophets, Biffy Clyro
  
• Daniela Peclová - 19 years old - Czech Republic - Other music interests: Greg Pattillo, Jamie Cullum, The Hives, Francis Albert " Frank " Sinatra, Alton Glenn Miller, The Last Shadow Puppets, The Beatles, Jamiroquai, Lauryn Hill & The Fugees, Franz Ferdinand
  
• Jon Ballantyne - 20 years old - Burgess Hill - Other music interests: Red Eight, Pink Floyd, Foo Fighters, Bloc Party, MGMT
  
• Hannah Wardle - 19 years old - London - Other music interests: London Elektricity, Mimosa, JOKER, Jamie T, Babyshambles, Gerry Rafferty, Mungos Hi Fi, The Clash, The Streets, Attak, Jack Beats, Jack Penate, Skream, Miike Snow, JME
  
• Ben Potts - 16 years old - Uckfield - Other music interests:Alicia Keys, Bombay Bicycle club, Plan B, The King Blues, Cheryl Cole, Get John and Edward off Xfactor, Matt Costa
  

This is a NME magazine cover that Mumford and Sons have appeared on.

From this reader profile we can see:

• The readers go to live gigs.
• On average readers spend £667 on audio equipment a year.
• They spend on average 2.4 hours a day on the internet.
• Buy on average 6 DVD's a year.

We also notice that:

• 69% are male
• Average age is 24
• 52% are in full time work
• 29% are still studying

Using the table that I found on http://www.nrs.co.uk/ it showed me what different socio-economic classification might be interested in watching our music video. It is set out as ABC. A standing for a higher class range of people with jobs such as doctors and lawyers and C standing for a lower class society, such as people with jobs like office workers. When researching into the magazine NME, it appears that people within the C-B category read this magazine and view this site. This therefore should be my main target audience. Research also shows me that nearly double the readers are male (approx. 296000), compared to woman (approx. 91,000) so predominately the main target for my music video should be males. NME's genre is Indie.

Statistics for NME:

65% Male*
50% 16-24*
23% 25-34*
79% ABC1*

Permission

Copyright is a form of protection provided to the authors of “original works” and includes such things as literary, dramatic, musical, artistic, and certain other intellectual creations, both published and unpublished. Copyright does not protect ideas. It only protects the specific and original expression of the idea. This is a copy of the email I sent, asking for property right permission to Mark Crossingham, the managing director of Island Records (the record label for Mumford and Sons), for us to use their song. The email was sent in order for us prevent breaking copyright laws.

Song Choice

The song my group have chosen to use is 'Mumford and Sons - Awake My Soul'. These are the lyrics..

How fickle my heart and how woozy my eyes

I struggle to find any truth in your lies

And now my heart stumbles on things I don't know

This weakness I feel I must finally show

Lend me your hand and we'll conquer them all

But lend me your heart and I'll just let you fall

Lend me your eyes I can change what you see

But your soul you must keep, totally free

Har har, har har, har har, har har

In these bodies we will live, in these bodies we will die

Where you invest your love, you invest your life

In these bodies we will live, in these bodies we will die

Where you invest your love, you invest your life

Awake my soul, awake my soul

Awake my soul You were made to meet your maker

Awake my soul, awake my soul

Awake my soul

You were made to meet your maker

You were made to meet your maker

We originally came about finding this song by looking through albums that we all owned. We found that Mumford and Sons was a popular choice between the four of us and we also all enjoy music from this genre and found that it would be easiest to aim our video at as we could take inspiration from ourselves and piers.

The main reason we chose to use this song inparticular was because after hearing it we all decided on a theme and setting for the video. We also all feel that the lyrics from this song were very inspiring and gave us all so many visions of how it could be done.

Another song I considered using was 'Ellie Goulding - I'll Hold My Breath'.

These were the lyrics to it.

Breathe air you're not used to, tread floors you don't fall through

Make waves...

You crash a symbol hard

Follow no one, always play the wrong card

Waste days, in foreign places

Shed light, on your better side

Reassure me that you'll wait for me, wait for me as long as it takes now

Hold my breath, I'll hold my breath

Until you see me in your dreams

We'll stay awake beneath the trees

We'll watch the buildings turn to dust

A sky of diamonds just for us

You are the risk I'll always take

The only branch I'll never break

Those fears we'll blow them all way (we'll blow them all away)

Fight fires in your best clothes,

Touch skin with your eyes closed,

Chase thunder...

With the volume down

Pack a suitcase, wander to the next town

Force quit, on your losing streak

Solve a riddle in a magazine, be tongue in cheek

Tell me that we're still too young, that we're still too young and I'll hold my tongue

Until you see me in your dreams

We'll stay awake beneath the trees

We'll watch the buildings turn to dust

A sky of diamonds just for us You are the risk I'll always take

The only branch I'll never break

Those fears we'll blow them all way (we'll blow them all away)

I'm here, I'm here to take you I'll swim, I'll swim to save you

No fall, I'm here to catch you I'll swim, I'll swim to save...

Until you see me in your dreams

We'll stay awake beneath the trees

We'll watch the buildings turn to dust

A sky of diamonds just for us

You are the risk I'll always take

The only branch I'll never break

Those fears we'll blow them all way (we'll blow them all away).

I initially would have liked to produce a video for this song, however it was then discarded as I decided it was a more feminine song and being the only girl in the group, I was quite out numbered. This song is however a good song to produce a video for as many deeper meanings can be found through the lyrics. Ellie Goulding's style and presentation through other videos are also fairly easy to convey.