Demographic analysis
According to my audience survey...
The demographic is identified as Vietnamese teengirls, varying from 13-19 years old:
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The majority of the responses are from people of the 13-19 age group (92.3%), others are from the 20-27 group – no one was under 13 or over 27
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69.2% of the respondents identify themselves as female
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Only 1 person among the respondents is Australian - others are Vietnamese
Psychographic analysis
Media product preferences
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Actively engage with artists on online platforms (TikTok, Instagram, X, etc.)
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Likes narrative-driven products with captivating visuals – also a bonus if the products include intertextual references
Subcultures
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Strong interests in upbeat, catchy songs, with a slight retro influence
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​Enjoys niche, introspective themes that promote relationships, LGBTQ+, women empowerment, coming-of-age topics
Interests
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Coming-of-age topics
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Pop culture
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Iconic art (paintings, films, etc.)
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Social media trends
Audience Survey / Focus Group
Overall, the respondents preferred creative indie-styled music video (with 53.8% favoring this option) that follows a clear narrative (prefered by 92.3% respondents). As seen in the bar charts (3), visuals & cinematography and editing are the most prioritized elements. However, the remaining elements were just as important as the top two.
The majority suggests a lot of classic paintings and films for uses of intertextual references, e.g. Ophelia, Van Gogh, Monet, The Truman Show, High School Music and also some modern pop artists with strong branding identity like The Weeknd and Taylor Swift.
The dominant responses show great interest in LGBTQ+, coming-of-age themes, relationship – some of the mainstream topics in pop music videos. There are also some niche topics such as mental health and equality which might require extra care throughout the production process.