KYC – Know your client
In order to know my client, I used YouGov.co.uk to research some of the top jazz artists audience demographics and psychographics. For example, I found out that although Gen X aren’t the biggest fans of Jamie Cullum, they recognise him the most. I also found out that Frank Sinatra has an equal percentage of fans from both Men & Women however slightly more men have heard of him than women.
In future I will try and know my client before making a product for them by doing proper research in areas such as their age, gender, class, race, political beliefs, etc. If we encode our product using this research then our audience will decode it and it will appeal to their uses and gratification. It will also avoid oppositional reading which would be bad press for us.