AUDIENCE: Four Quadrant Theory

There are four quadrants in audience:

1. Males under 25

2. Females under 25

3. Males over 25

4. Females over 25

In the film industry, a four quadrant film is one which appeals to all four major demographic quadrants of the movie going audience. Films are generally aimed at at least two such quadrants, and most tentpole films are four quadrant movies.

The same can be applied to music videos. Although, the audience in mind mainly depends on the genre of the music in the video. So a song in the genre of electropop would attract an electropop audience (females under 25 - 2nd quadrant). The music video for that song would also have to attract this same audience because the song for the music video is in the genre of electropop. 

The music videos for an artist, e.g. Halsey, have to attract Halsey's already established audience, which is females under 25 (2nd quadrant).