TARGET AUDIENCEBY ANTHONY RICHARDS

• TRIP-HOP LISTENERS ARE GENERALLY FROM URBAN CENTRES BECAUSE OF THE CULTURAL DIVERSITY OF THE GENRE.

• THEY ARE GENERALLY OF WORKING CLASS AFRO-CARIBBEAN ORIGIN DUE TO THE MUSIC’S ROOTS IN JAMAICAN REGGAE AND AMERICAN HIP-HOP MUSIC. THE LYRICAL CONTENT ALSO APPEALS TO PEOPLE OF AFRO-CARIBBEAN DESCENT WHO ARE IN THE C1 AND C2 CATEGORY.

• DRUG USE IS HEAVILY ASSOCIATED WITH THE GENRE, IN PARTICULAR MARIJUANA.• LISTENERS TO TRIP-HOP GENERALLY ENJOY OTHER ARTISTS IN THE GENRE SUCH AS TRICKY AND BJORK IN

ADDITION TO LISTENING TO OTHER GENRES THAT ARE INFLUENTIAL TO TRIP-HOP SUCH AS POST-PUNK.• THEY WEAR CLOTHING BRANDS SUCH AS GAP AND NIKE, TYPICALLY TRACKSUITS AND ALSO WEAR ARMY

FATIGUES. BERETS AND SUNGLASSES ARE ALSO COMMON.• INTERESTS CAN INCLUDE SINGING, RAPPING, BREAK DANCING, STREET ART AND POLITICAL ACTIVISM. THE

GENRE, EVOLVING FROM REGGAE AND HIP-HOP INHERITED MANY OF THOSE GENRE’S CIVIL RIGHTS TRENDS AND THEREFORE THIS IS AN INTEREST OF MANY LISTENERS.

• HOWEVER, THROUGH ARTISTS SUCH AS BJORK AND LONDON GRAMMAR, THE MUSIC HAS BEGUN TO APPEAL TO CAUCASIAN MALES.

TRIP-HOP AUDIENCE

MALE AUDIENCEHe is wearing headphones to show he is integrated with technology and so is connected to the market. This shows he is ready to consume the music.He is

between 13 and 25 years old because that is the age of most of the fans of the genre.

He is wearing causal clothes because most young people work in uniform and so wear casual clothes in their downtime. The target audience is generally in the C1 and C2 audience groups and so their clothes will not be expensive and of varying quality.

He listens to artists such as Massive Attack, Portishead, DJ Shadow and Bjork.

His hair is black because he is young and it hasn’t changed colour yet.

FEMALE AUDIENCE

She is also between 13 and 25 years old because that is the age of most fans of the genre.

She is using a mobile phone to emphasise her connectivity to modern culture and so indicates her readiness to consume the product.

She listens to artists such as Tricky, the Wild Bunch and London Grammar.

She is wearing casual clothes because most young people work in uniform or are students and so wear their own clothes.

She conforms to the B and C1 audience groups and so does not have expensive clothes with varying quality.