Subculture and Target Audience

A youth subculture is a youth-based subculture with distinct styles, behaviours and interests.
Our music video will target a teenage audience between the ages of 15-24. The social demographic represented through Brown's fans show they have adopted similar styles, hobbies and occupations.

Gender- Brown's early career started at the age of 13, this made him appeal to an audience of mainly females and some males aspired to be like him. However in 2009 after the domestic violence case with Rihanna, Chris Brown lost mainly female fans. Chris Brown's music started to become more mature after the incident and his tracks were more explicit e.g. F.A.M.E which narrowed his target audience and more fans over the age of 15 became attracted to his music.

Style-Over time Brown's style has changed to fit in with his music, earlier in his career his style/ fashion consisted of hoodies/ baggy jeans and customised his clothing with cartoon characters. Additionally as his music grew his fashion identity increased as he started to wear more mature clothes and get tattoo's. In 2012 Brown launched his clothing line "Black Pyramid".

Occupation- Brown's target audience is largely aimed at teenagers. This means that only a small percentage would have an occupation. Therefore the audience have more disposable income and can spend money on Brown's album's and merchandise. Overall this promotes the artist.

Hobbies-The hobbies of Brown's audience would most likely be related to music. This would include hobbies such as dancing, singing and having an interest in instruments. These hobbies from the audience tell us that they are interested in the music industry and the variety of genres within music.

Uses and Gratifications theory- This theory understands how and why an audience seek out specific media to satisfy their specific needs. Brown's audience would listen to his music as a way of entertainment and relaxation. Mood management is the most emotional gratification of music. The audience would use Brown's song to reflect their mood or for a distraction of their mood. Other gratifications from the audience may include downward social comparison so the audience enjoys consuming media that portrays people similar or worse off than ourselves. Also motivation for deeper meanings within Brown's songs for insights, understanding how others think and feel and purpose of life.