Research into music channels & target audiences

How is the channel used as a form of branding?

MTV is a worldwide (UK, US, Europe) music conglomerate as it dominates the music industry. It targets youths aged 12-24 years. The channel is divided into various genre channels including: MTV Dance, MTV Rocks, MTV Classic and MTV Hits to appeal to each individual, making it the most popular music channel in the world. Examples of artists, which feature on a regular basis, are Rihanna and Lady Gaga. In the UK, The Official UK Top 40 plays on the channel, which some viewers may watch regularly to stay current. Additionally, MTV also promotes and shows a variety of reality television shows such as Punk'd, Cribs, Pimp My Ride and 16 & Pregnant. The channel also promotes the VMA's (Video Music Awards) annually. MTV has a very recognisable logo therefore appeals to the target audience. The main logo is fairly simple as it uses a black and white colour scheme but also has many other (subsidary) channels (as mentioned above) which use different colours associated with each genre and makes it easy for the audience to recognise which channel they are watching (whether that be MTV classics shown in red or MTV Dance with a purple banner) 

Heat TV is a recent music channel which was first launched online in July 2012 and is promoted through the magazine and radio station. Alongside original programming, Heat offers music videos, breaking celebrity news stories and integration with social networks, such as Twitter. Heat has many sister channels including Kerrang, Kiss and Magic, all of which play diverse genres of music when compared with each other. It also offers people online opportunities to listen via HeatPlayer, which may be popular amongst the target audience of students and young professionals. Heat also includes a celebrity entertainment series, entitled My Showbiz Life, offering an "intimate look" into the lives of some major stars, which is appealing to the mass market. Heat also features 'The Heat-Ometer', the channels pick of the 20 biggest music videos narrated by a Heat editor. The logo for Heat corresponds to the magazine and radio logo so is therefore recognisable. It uses two colours: white used for simplicity and red is possibly an ironic statement about the brand title which connotes hot, current and fresh music: 'Heat'

Starz TV was formerly Fizz which had a loud blue and purple logo. Fizz was then rebranded as Starz which currently has a yellow and orange logo which has connotations of actual stars. Starz has a sister channel: Channel AKA which is heavily focused on Grime and UK Hip-hop more so than the more mainstream music played on Starz. The ‘z’ in Starz is an attempt to appear current and relates to the Hip-hop genre in correlation to Channel AKA. The channel also has an interactive element as the viewers are able to send in text messages and pictures to show on a corner of the TV screen. After 10pm, Starz TV broadcasts Full on Starz where viewers are allowed to send in explicit pictures at a price of.. The channel is also allowed to play explicit videos at this time too, which may appeal to the target audience.

Kerrang is popular amongst people aged who enjoy music of the rock genre. The channel promotes many unknown Rock artists in addition to Rock classics. Kerrang plays old and modern rock from bands such as Metalica to My Chemical Romance. It has an aim to promote new rock artists and therefore create more listeners of less recognised bands. The logo for Kerrang appeals to their target audience as it is in the design of a typical heavy metal with the black background, a colour often assosiated with rock music due to the bands clothing. As a result of the logo being popular with the audience, many people would tune it to listen, benefitting the channel in regards to viewing statistics and popularity which may also persuade people to purchase their magazine, offering the audience a prolongued Kerrang 
experience. 

Kiss is known mainly as a radio station, which plays Hip-hop, dance, house, garage and R&B but is also a music channel which follows the conventions of the station in regards to genres promoted. Kiss has sister stations including: Kerrang Radio, The Hits, Heat, Smash Hits and Planet Rock all of which are well established. This station appeals to a large target audience of around 10-20+ Although manly aimed at teenagers and young adults kiss targets adults and their trust to therefore allow their children to listen to the station for example on the way to school in the car. Therefore, Kiss has a large number of audience members. This is useful when wanting to be the biggest radio station and music channel. They play Bruno Mars, Drake and Rihanna. This channel is used to display news, advertising and new singles. The logo for Kiss is blue in aim to symbolise a ‘cool’ flowing music channel appealing to all audiences and all ages. It is a light blue which mostly symbolises freedom and peace in reference to their music it allows the audience to relax and enjoy their music.

Why do you think MTV is broken down into different channels (base, hits, dance, rocks and classic?

By MTV having various channels consisting of diverse genres including base, hits, dance, rocks and classic it widens their audience and caters for each individuals music taste. This is why there are hundreds of various channels, in aim to please and serve the audience to therefore increase views/listeners, which in turn makes the artist more appealing and profitable. Each channel has been dedicated to cater to the demand of the target audience which pleases them, therefore MTV develops an even better image as a conglomerate and is seen by many as a credible music distributor.

Why do you music channels are important in appealing to a target audience?

Appealing to a target audience in any field is fundamental to a successful product. Without the market, the product does not exist as it it’s the people who keep the product alive. This refers to music channels because each channel specifies in a genre of music, therefore appealing to many niche audiences.

What have you learnt from analysing music channels and how will it help you with your own production?

By analysing various music channels I have learnt about what service they provide for the audience for example some offer a text/picture service whilst others just offer music videos. I have also learnt about audience appeal in regards to logos and their connotations, the genres of music played on certain channels and necessary content. 

Therefore, my knowledge on music channels and the music industry will benefit me when preparing my own production in the future of the course. This is because when creating my own video I will need to be informed of various conventions and theory's to create an innovative music video that isn't alien in the eyes of my chosen target audience. According to the musical genre and lyrical content of the song I choose to make my music video to, I am aware that I will have to ensure the content within the video follows conventions to subsequently appeal to the target audience. An example of this is a music video of the rock genre would involve close-up shots of instruments, dark clothing and would consist of a high performance percentage.