Audience Theory

 LifeMatrix has 10 audience groups, these groups are classified to how people live their lives, I could use this as a reference before making my music video and possibly targeting the tribe wired audience group because the genre of music i have consider making a video for in September has a mainly younger audience so targeting this or the fun/atics audience could work best as this is usually the type of people that listen to rock/punk music.

Tribe wired	Digital, free-spirited, creative young singles
Fun/Atics	Aspirational, fun-seeking, active young people
Dynamic Duos	Hard-driving, high-involvement couples
Priority Parents	Family values, activities, media strongly dominate
Home Soldiers	Home-centric, family-oriented, materially ambitious
Renaissance Women	Active, caring, affluent, influential mums
Rugged Traditionalists	Traditional male values, love of outdoors
Struggling Singles	High aspirations, low economic status
Settled elders	Devout, older, sedentary lifestyles
Free Birds	Vital, active, altruistic

Young and Rubicam had four classifications of Audience groups, I could use this as a reference for my music video, for example if I continued my plan of using a rock track I may refer to the mainstreamers audience group because people who listen to that style of music usually belong to a social group and I would be targeting this type of audience for my video.

Mainstreamers	Make up 40% of the population. They like security, and belonging to a group.
Aspirers	Want status and the esteem of others. Like status symbols, designer labels etc. Live off credit and cash.
Succeeders	People who have already got status and control.
Reformers	Define themselves by their self-esteem and self-fulfilment.