Audience

The audience for the genre of music that I have chosen would be a slightly unconventional teenager who doesn't fit into the mainstream music making them more of an individual. For this reason I am going to look into this audience to find out their likes and dislikes so I am able to cater the music video to their expectations. Whilst doing this I hope to have a clear idea of who these people are to be able to make a target audience profile of both a boy and girl who would look at the type of music video that I am creating. I will start my investigations by getting a focus group of people who listen to this music to find out more about them.

Focus group
As part of my focus group I had four volunteers take part who listen to the indie rock genre. I found out why they listen to this genre to understand what they get out of being so individual compared to others.
Jess - She likes this genre of music because of the individuality it creates. It stops her from being an average boring part of society who conforms to the conventional rules.
Charlotte - She likes this genre of music because it suits her style more than other genres and feels like it is more relatable to her personal experiences.
George - He likes this genre of music because his close friends also listen to it making it an easy topic of conversation and something that everyone in his social group enjoys.
Harvey - He likes this genre of music as he uses it for escapism to forget about the daily tasks that he endures.

Research into the audience (Qualitative and Quantitative data)
A survey into the age and gender of the indie rock target audience has been collected and the following data received: 'Do you listen to the indie-rock genre?'

From the responses to this survey, I can clearly see that the most 'Yes' answers to the question 'Do you listen to the indie rock genre?' are in the 16-25 age group. Only one person in the 21-25 age group answered 'No'. This shows that this age group is also a large part of the indie rock genre's audience although it may not be as great as younger generations according to these findings. From the results collected there is not a great difference between the number of female indie rock listeners and the number of male indie rock listeners. However the findings show that there was one 'No' answer from a female. This shows that there is a possibility that slightly more males than females listen to the indie rock genre, this can be supported by findings from 'NME' magazine using information about their target audience published by IPC Media. The gender of their audience was found to be more towards men with a 34% difference. Although this contradicts my findings I believe that if i carried on this process and asked more people then I would of come out with a different result as the larger the population asked the more realistic it is to real life. It is said that they have an 'intensely engaged audience of 16-24 year olds' This supports my audience research which concluded that 16-25 year olds are a more popular age range for the indie rock listeners. There is no significant difference in the amount of males and females in my target audience as it is approximately 55% male and 45% female. Most of the people in my target audience are studying to working in admin/personal care. It is likely that my audience do not earn at all (students) or earn a wage of approximately 21,000-25,000 per year. The demographic profile of my target audience wouldn't be categories such as aspirers or conformers as they do things outside of the norms of society seeking for individuality.

Audience profile
Name: Kristen
Age: 18
Gender: Female
Likes: Music, Clothes, Friends
Dislikes: 'Girly' things, Rip off bands, Fakes
Hobbies: Playing the guitar
Clothing: Skinny Jeans, Logo/Band T's, Flannel Shirts, Converse, Vans, Doc Martins
Audience demographic: Disconnected, these people are detached from mainstream society and live in the 'ever-present-now'
Salary: Student
Output on media: Roughly £50 per month, concerts, cd's, downloads
Shops at: Topshop, Urban Outfitters, H&M, HMV
Relationships: Family, Friends
Intake of media: 75% of the day, only time not listening to music is in lesson time

Name: Robert
Age: 20
Gender: Male
Likes: Music, Friends, Tumblr
Dislikes: Chart music, Anything mainstream
Hobbies: Going to gigs
Clothing: Skinny Jeans, Logo/Band T's, Flannel Shirts, Converse, Vans, Doc Martins
Audience demographic: Disconnected, these people are detached from mainstream society and live in the 'ever-present-now'
Salary: 21,000-25,000 per year
Output on media: Roughly £60 per month, concerts, cd's, downloads
Shops at: Topman, Urban Outfitters, HMV
Relationships: Family, Friends, Partner
Intake of media: 60% of the day, only time not listening to music is during work

Marketing
After looking at this target audience I have decided the best way to advertise my upcoming music video is through the types of media that they use such as, iTunes and social networking. There is no use in spending money on advertising in places that they don't relate to as the target audience would not be in view of something that they would be interested in.