The indie folk demographic
Age: Mainly teen to young adults, ranging between 16-25 years old (not to
forget that the target audience for folk in general is more expansive and
broad). This younger target audience could relate to self discovery around
this age period and thus listening to songs with meaning (such as those in
the genre) rather than pop music.
Gender: Overall there is a mixed gender target audience for folk rock/ indie
folk as it is becoming a more popular genre through musicians such as Ben
Howard – however the genre may be slightly more popular with a female
Lifestyle choice: The majority of audience members in the described age
bracket would probably still be in education (secondary or further
education) or going into employment. Perhaps some of them are not
particularly sure of the path they wish to follow as they are still in the
relatively early stages of their lives.
(photo courtesy of
The growing popularity of indie music
Source - http://brandongaille.com/49-great-music-genre-demographics/
The reference of country
music falls under the same
category as it stemmed
from the term folk music.
The statistics from the
website coincides with my
target audience for my
music video. By country
(folk) music being the 3rd
most popular among US
teens suggests that there is
a large potential audience
in the genre.
The overall psychographics of the target audience are those of
individualist/nonconformists. This is because many members of the target
audience may share similar attitudes such as not conforming to the
hegemonic society or their views on issues.
An example of a nonconformist would be Christopher McCandless (the
real person that ‘Into the Wild’ was based on).
They may favour this genre of music because of the values that it restores
and appreciate the genre for its purity and lyrical story telling. They may be
able to relate to the lyrics, in particular the songs containing messages
Appearance and style
members may be
likely to gain
inspiration in terms
of style and dress
members of the
music groups that
they listen to. For
example like the
Fleet Foxes, they
may dress in casual
shirts and jackets
while having long,
un-kept hair and
possibly facial hair
due to their casual,
Female audience members may
also gain inspiration from idols,
particularly in how they dress.
They may maintain a bohemian
style in how they dress, in a
similar way to Florence Welch
(indie rock musician). I don’t
think that either male nor
female audience members
would be particularly brand
focused and would tend to shop
in vintage clothing stores or
charity shops to mimic styles of
the bands that they listen to.
Music and consumption
Members of my target audience will tend to have quite a constant contact with
music and would therefore listen to music on the go on handheld devices,
through streaming platforms. They will also enjoy listening to their favourite
songs on vinyl as they can appreciate the fuzzy authenticity that it creates.
Consumption: They consume music through a variety of formats, including going
to live gigs, combining the modern with the vintage and retro:
Vinyl and record
Spotify and other music
iPods and MP3
Music and consumption
Source - https://www.statista.com/chart/2432/us-music-market-
As shown in this infographic, streaming music
(between 2013-2014) rose by 60.5%, showing
that it is the most popular way for audiences to
consume music – mainly due to its accessibility.
Another popular platform is vinyl album sales.
Vinyl had a comeback in Britain as sales rocketed
in 2013 (as demonstrated below).
Reading: Music magazines such as NME, a British weekly music journalism
magazine, published since March 1952. It is largely associated with rock,
alternative and indie music. And novels such as ‘Into The Wild’ by Jon
Film: My target audience would like to watch a variety of films, across the
genres, but they would particularly like to watch films made by
independent film companies such as Vertigo Films or Warp Films and may
even go to film festivals (e.g. Sundance Film Festival) to consume the films.
Fashion: they are likely to care about their appearance and
only buy clothes of a certain style (usually vintage) from
charity or vintage shops of shops like Urban Outfitters.