1. Media Coursework- Research Jumana Ismail
Target Audience
In order to be able to know who the target audience is for my music video I will
have to take out quantitative in order to ensure who listens to Indie Folk music
the most, as well as a qualitative method to find out what kind of people are
into Indie Folk music. Furthermore, the data I gain from my research must be
used effectively in my planning in order to ensure that I and my group have
produced a professional and successful Indie Folk music video that would be
able to attract people within that audience.
Age
Question: Do you listen to Indie Folk music?
16-25 26-35 40+
FEMALE 1) Yes- Student
2) Yes- student
3) Yes- Sales assistant
4) Yes- Dancer
5) Yes- Student
1) No- Chef
2) Yes- Event planner
3) Yes- student
4) Yes- Architect
5) Yes- unemployed
1) Yes- Unemployed
2) No- Doctor
3) Yes- House wife
4) Yes- Waitress
5) Yes- House wife
MALE 1) Yes- student
2) Yes- student
3) Yes- sales assistant
4) No- student
5) Yes- footballer
1) No- Doctor
2) Yes- Receptionist
3) Yes- Architect
4) Yes- Sales manager
5) No- Unemployed
1) No- Plumber
2) Yes- Engineer
3) No- Unemployed
4) Yes- Student
5) Yes - Teacher
I decided to carry out a mini questionnaire in order to get a clearer idea on what age group
prefers to listen to Indie Folk music the most and according to the table above, I can tell that
females between the age group of 16-25 are Indie Folk’s most popular audience.
I think it is extremely vital to decide what the target audience of my music video is, as it is
my target audience that will be interested in my product, as well as determining the content
of my product in pre-production which will enable me and my group to improve any faults
that we come across.
2. Media Coursework- Research Jumana Ismail
Many people within different age groups would be interested in listening to Indie Folk
music; however young adults aged between 16-25 are most likely to be Indie Folk music’s
main target audience as they are still emotionally and mentally developing as well as coming
to terms with developing an identity for themselves. This is important because Indie Folk
music is very emotional and always takes there audience onto a journey through their mus ic
videos that enables the artist to reach a ‘destination’ or walking into the right path.
Character profile of someone that listens to Indie Folk music:
Jackrapan Nakan, 18 years of age - A-level student
Outfit - Tends to very casual that includes loose tops and skinny jeans. This usually highlights
the fact that he is experimenting with fashion through his teen years which is typical of Indie
Folk music as this kind of music is all about someone that is trying to find themselves.
Hair style - Not combed and messy. This also emphasises the fact that he doesn’t care about
the little things in life and that he cares about bigger issues in life.
Hobby - Tends to enjoy skateboarding, surfing and ‘chilling’. Indie Folk music usually allows
the listener to think a lot and therefore the activities that I have mentioned will further
allow the listener to relax and go into another world.
In addition, Jackrapan usually goes to a lot of festivals during the summer time as many
artists within the Indie Folk genre tend to perform at many gigs and festivals.
3. Media Coursework- Research Jumana Ismail
Social Class
Social class has a very big impact when deciding who would be the audience for my music
video, especially when it comes to music within the Indie Folk genre. In general, Indie folk
music tends to be aimed at a more Niche audience in comparison to another music genre
like RnB for example that is aimed at a more mass audience.
Although Indie Folk is aimed mainly at a small audience, this is a positive thing as ‘popular’ is
not always a good thing. The fact that Indie Folk music is not very popular emphasises on
the fact the audience is more of an alternative culture which includes small groups of people
with rebellious values. I personally believe that it’s a good thing as the music is respected
and valued more in comparison to the music that’s within a more popular music genre.
It is likely that the social class of my audience would be lower class because according to
research about my target audience for ‘age’, young female students were the most popular
audience for Indie Folk music videos.
Question: Do you enjoy listening to Indie Folk music?
Lower Class Middle Class Upper Class
Female 1) Student- Yes
2) Unemployed- Yes
3) Student- Yes
4) Cleaner- No
1) Doctor- Yes
2) Engineer- No
3) Unemployed- Yes
4) Teacher- No
I was unable to
ask any upper
class people
however I have
included lower
and middle class
people in my
questionnaire.
Male 1) Student- No
2) Student- Yes
3) Teachers helper- Yes
4) Call centre worker-
Yes
1) Optician- No
2) Catering manager- Yes
3) Lawyer- Yes
4) Teacher- No
According to my questionnaire the most popular audience out of the social classes was
lower class. Out of the lower class people I added in my questionnaire, most of them where
students, and therefore it is likely that most of them are lower class if they do not depend
on their families. As I have previously mentioned, Indie Folk music is all about emotions,
passion and your inner feelings. According to my external research, some lower class people
4. Media Coursework- Research Jumana Ismail
may experience stress or depression due to their standard of living and therefore Indie Folk
music may be a form of escapism to them or even some sort of motivation.
