VALS ("Values, Attitudes And Lifestyles") is a named research methodology used for psychographic market segmentation. Market segmentation is designed to guide companies in tailoring their products and services in order to appeal to the people most likely to purchase them. (source Wikipedia)
This is some research I have conducted into the demographic breakdown of 3 films based around failed superheroes as this is the main recurring theme throughout our video
I can use VAL's to further describe who would be classed as our 'ideal target audience member. For example, they may read comic books, be out going people, not afraid of danger and confident people
Val's are about profiling your audience we have learnt that our target audience enjoy watching films about failed superheroes. Therefore.Therefore our music video will incorporate this narrative element to appeal to our target audience. We also watched films like a clockwork orange so we have used an inter textual reference in a tunnel but we will change it to make our character the hero.
Genre – by having a superhero element we will appeal to the same target audience as bands like Weezer (buddy holly) and Fountains of Wayne (Stacys mum) who appeal to ages 15+. Both these bands have a pop-punk sound that is different to classic synthetic artists such as McFly/Busted. We therefore thought that by creating a intertextual reference to a classic film we will distance ourselves from synthetic bands as above and move towards the organic end of the spectrum.
Star image
Our star image is based around a fun organic act but with some synthetic elements. The failed element suggests they are a more organic artist. They have grown naturally and have had time to develop. As seen through films above who use indie music to signify that the protagonists start out as losers and unlucky in love. Start nerdy and end up cool. The failed superhero so indicative of Kick Ass and Scott Pilgrim will appeal to indie fans who like that nerdy aesthetic.
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