The ethos of the band, is happy and careless, this is because the video, is upbeat and has a catchy and bubbly tune to it, but on the other hand, the music video is quite careless and sad in the sense that the main character within the video, is feeling un wanted and isn't fitting in but she just accepts it which makes the story behind the song quite emotional and upsetting for the audience, this song represents mixed emotions. The beat of the song, will attract artists such as Sia, Zara Larsson, because they are quite upbeat artists.
The psychographic group is explorer. This means that the group, is full of energy and that they like new experiences and taking on challenges. Explorer highlights difference, sensation, adventure, indulgence and instant effect.
I think the targeted age for the group is 15-25 year olds, this is because I think that the beat will attracted that age group more because it is a happy beat and not too emotional and sad, I also think this because the message of the song is to allow people to realise that it is okay to feel out of place but not to let it control you to the point where you feel alone and as if you can't fit in, these are the common ages where people feel as if they aren't so able to fit in because they are just finding themselves and worry that won't fit in or be liked etc, the song is then made relatable to the audience in the sense that they can listen to the lyrics and read between the lines to find the hidden message behind it, the song could possibly help people become more confident as feel like they can fit in more.
