IN THIS POST:

Our Audience: Conclusion
Audience research: survey & articles
Olivia Rodrigo social media analysis

OUR AUDIENCE: CONCLUSION

PRIMARY

Age: 15-24
Gender: Female
Economic grouping: BC1C2
Sexuality: Heterosexual/Homosexual

SECONDARY

Age: 8-12 AND 25-34+
Gender: Female and Male
Economic grouping: BC1C2
Sexuality: Heterosexual/Homosexual

Based on our audience survey and audience feedback, I concluded that my music video and promo package would resonate with a primary predominantly female audience. This comes from the thematic references and exclusive representation of female characters in our music video. Our target age range spans from tweenagers to young adults aged 15-24, a demographic reinforced by Olivia Rodrigo's personal reflections on being 17 and the challenges faced by teenage girls, as well as her background in Disney Channel. Our survey results corroborate this demographic insight, as does my analysis of relevant articles.

For the secondary audience, both genders are included, because of the postmodern intertextual references to an artist with a predominantly male fan base, Elvis Costello. In terms of age, while web sources suggest a target demographic of 25-34 based on statistics from Olivia Rodrigo's merchandise website. Numerous articles argue that Rodrigo's music also resonates with older audiences, suggesting a broader age appeal beyond the specified demographic.

AUDIENCE SURVEY:

AUDIENCE SURVEY by SASHA

OLIVIA'S SOCIAL MEDIA:

OLIVIA SOCIAL MEDIA ANALYSIS by SASHA

After a closer look at Olivia Rodrigo's comment section, I noticed a predominantly female audience and a secondary audience of homosexual males. I noticed the artist Conan Gray commenting repeatedly, with his audience being 13-24 homosexual males. There are also artists from a different generation, like Gwen Stefani whose primary audience, is Gen X. The constant interaction of big-name brands tells me about the profitability of Olivia, with her pristine brand, she has clear marketability to the 13-24 age group.

Summer Specials by SASHA

Demographics of Website traffic from OliviaRodrigo.com

Her primary audience is predominantly female due to personal identitification. As a young female artist, Olivia Rodrigo serves as a role model and source of inspiration for many girls and young women. Seeing someone like Rodrigo achieve success in the music industry can be empowering and motivating for female listeners who aspire to pursue their own passions and dreams.

Olivia herself has been facing some backlash and moral panic as she is trying to steer away from her tween audience into a more mature audience. I looked at this this article as well as a reddit thread for people's reactions:

'The situation mirrors the familiar Disney child star trap that ensnared Miley Cyrus and others who have come of age in the public eye, much to the dismay of viewers.'

'The parental backlash against Rodrigo and her hip-thrusting, chest-grabbing, bra-flashing choreography serves as a reminder that most concerts are not intended for young children?'

Olivia Rodrigo Is Not Kid-Friendly? Don't Act Surprised.

Reddit thread

Audience response:

Tripped and fell into his bed. Do they not listen to the music before they go to a concert?

Chappel roan is her opener lol

As a parent taking my kid to the show, I know what to expect. The same is true for any other parents I know who have kids going to the show.

She has a song called “All American Bitch”…

Do these parents (idiots) not listen to one single song before taking their 7 year old to a concert?

Yeah this is a non-issue. Olivia is well-behaved compared to many pop acts (see W.A.P. or "big [blank] energy," both of which were top 40 radio hits).

Her act has gotten a little more mature and adult, but that's because she's matured. She's young, she's beautiful, and she's a star, let her live. It's not Olivia's fault you're not vetting whether her content is appropriate for a 9 year old. She's not Taylor Swift. She's considerably edgier, and you should be aware of that and be prepared to have a conversation with your kid about it.

How dare a grown woman express that they are sexual beings in recounts of her life through songwriting and art!!!

This not the first time Olivia has been in scandal regrading her tour: