Target audience, USP and Concept

The Concept

The concept for our music promo is based around the song name and lyrics 'Junk Food Forever'. We are planning to have the actors wearing junk food costumes, like a pizza and burger, to represent this.

Unique Selling Point 

The USP of our video is the junk food costumes, and the fact that it isn't a stereotypical indie rock promo. It isn't a typical indie rock music promo because it doesn't feature a narrative. Throughout most of the video we will be exhibiting the food costumes and the theme of junk food. We hope that this will attract the audience because there is a comedic side to it.

Target Audience

The target audience for our promo is young adults aged from 15-25. This is because indie rock is a style that suites this age group. We believe that this song can be aimed at both males and females, so it does not have a really specific audience. This is similar to the ethnicity as it is not specifically aimed at anyone. However, I would suggest that indie rock is mainly aimed at young adult, caucasian males and females.

Justifications of Choices in our Preliminary Music Video

Song: P Money 'My Lingo'


We have chosen this song because our group enjoys listening to music like this, and the lyrics are easy to learn. It seems like this would be a good song to do. The actual video also features a lot of lip syncing, which would give us more experience in editing, for when we make our actual promo. There are also a range of shots which will help improve our camera work skills.

Analysis of Digipaks

This is the digipak for the album ‘Sigh No More’ by Mumford & Sons. This is a really good example of a digipak because it follows the conventions of a digipak. For example, the theme of the band in the shop window of that building is carried across three panels, by using a picture of a single window and then the band members sitting in some windows. This digipak also has a list of the songs in the album and a sleave for a booklet which probably contains a band biography and the lyrics to the songs.

This is the digipak for the album ‘Whatever People Say I Am, That’s What I’m Not’ by the Arctic Monkeys. This follows most conventions of a digipak, mainly by using the same theme, of the cigaretts, throughout the pack.  The song names are also shown on the back and the lyrics to the best song is on another panel. 

As you can see, indie rock digipaks usually exhibit the band members stood together or the lead singer, on the front cover. They typically use the same theme across the whole product. Indie rock digipaks are also very simple and quite plain.