1. Target Audience
Ed Sheeran

2. • Ed Sheeran’s target audience ranges from
young teenagers to adults in their late 20’s
(specifically 13-27 years old), his ‘down to
earth’ and ‘back to basics’ melodies/rap
songs even may win over an older
audience. Being 23 himself allows him to
connect with his audience on a more
personal level.

3. • Sheeran is greatly influenced by grime and
rap artists such as Eminem and Ghett’s as
he is intrigued and inspired by the way the
lyrics flow together and how emotive the
product can be. This is evident in his music
which is a mixture of acoustic pop, folk and
hip hop.
• Another influence of Sheeran’s is the Irish
born singer/songwriter, Damien Rice who
combines indie, rock and folk genres.

4. Ed Sheeran is rated highly for being self-
promoted and continuing to remain ‘down
to earth’ even after finding fame. After
earning an estimated $6 million in 2012
he still continues to wear jeans, tee shirt
and trainers to his concerts proving to his
fans that he is still in touch with his fans,
and the fame hasn’t affected his personal
values, this is an artist whose only desire
is to sing and play his guitar. This attracts
audiences that are more interested in
personally inspired music instead of mass
produced ‘made for revenue’ music,
which appeals to the audience involved
with indie rock which means he opens up
his music to many different genres, as his
products fall under the indie rock, pop and
singer/songwriter genres and as a result
of all this, he is successful and popular so
his products often find the top 10 in the
charts so this opens his music out to a
broader audience, as he and his music
becomes more well known. This allows
his target audience to be very broad as it
appeals to more demographically broad
audience.

5. • Ed Sheeran has collaborated with several world wide famous artists in his career
which has impacted and expanded his fan base. Since beginning in his career as a
support act for Example, he has worked his way up through the musical
industry, allowing him to work with artists such as: Taylor Swift, Devlin, Dot
Rotten, Wiley, Wretch 32, Just Jack, Iglu and Hartly, One Direction, the list goes on.
By working with all of these artists, he is expanding his target audience through having
songs with different artists in different genres which gives a broader audience the
opportunity to listen to Sheeran and admire his music.
• These collaborations have also
allowed Sheeran to gain fan bases
across the world, particularly in the
USA and Australia where he has
been touring with Taylor Swift.
Being a unique, well known English
artist, and without many similar
competitors in the USA, has
allowed Ed Sheeran to start his
career with a competitive edge and
gain a large fan base.

6. • Ed Sheeran’s self written songs are all about love, life and
loss, delivered in soothing melodies and catchy rhythms,
he wins over the heart of girls all over the world. The
majority of his fans are female, especially teenage girls
who find his voice audible pleasing.
•
• However his captivating music isn’t limited to just a
• female market, males too are engaged by his soulful
songs, because they find his narrative relatable to their
own personal experiences. This is important from a
artist’s point of view, as they will enjoy this close
engagement with their fans and ultimately become more
successful.

7. 7
The above image is a screenshot of the statistics of the youtube video for ‘U.N.I’, which is the music video we
will be using for our product. Based on these results above, as we discussed earlier, you are able to see that the
target audience is females 13-24 and males 18-24. As this is the same product we are using, we must set our
target audience roughly around the same brackets.
This has been a useful practice for us, as this has given us a real insight to what our target audience should be.
By doing this, we found the age and gender of the audience, allowing us to survey a sample within these
brackets to find their interests, and then include these interests in the final product, to make the video more
pleasing for the consumers.

8. Target audience questionnaire.
Male/Female 46% M 54% F
Age Ranging from 15-26 years old
Race 65% White British 15% British Black 15% British Asian
5% other
Favourite Genre 43% pop 18% indie rock 27% singer/songwriter
12% other
How many concerts do
you attend per year?
10 or more - 12% 5-9 - 54% 1-4 - 29%
None - 5%
Do you watch music videos? Yes - 66% No - 34%
Do you feel affected
by these videos?
Yes - 48% No - 31%
No preference - 21%

9. • Ed’s music is widely available on digital technology. It can
be downloaded via iTunes, Spotify and similar software
which is easily accessible on laptops, computers, iPad’s,
phones, and other digital technology. His CD’s are also
available to buy in store and online. Sheeran’s songs are
frequently featured on several radio stations, he also
makes TV appearances, YouTube interviews and his
videos are played on music TV stations. He has Twitter,
Facebook, Myspace and an official website, all this media
attention allows his fans to keep up to date with his
upcoming concerts and projects. This keeps fans of
Sheeran’s satisfied and also as a result of this bring
success to his career.
• The advancement in digital technology has allowed our
final product to be widely available across digital
technologies, ultimately potentially leaving our final
product being successful.