Luke is a 17-year-old who lives in a council flat in Croydon, England. He wears used Adidas and Nike clothes and enjoys spending time with friends listening to Bryson Tiller, as Tiller is his favorite artist. Luke dislikes church and classical music. His best memory is attending a Bryson Tiller concert, and he typically spends his money on Adidas and Nike items. Luke aspires to make money and have a high-paying job in Canary Wharf in the future.

1. Target Audience Psychographic Profile
Group:
Name and Age? Where would they live?
Luke, 17 Council flat in Croydon
What type of clothes would they wear? Any particular
brands?
Who is their favourite band/artist? Why?
Adidas and Nike (from the charity shop) Bryson Tiller
What do they like to do in their spare time? What type of music do they dislike? Why?
Spend time with friends & have a ‘good time’ Church music/classical
What is their best memory? What are they most likely to spend their money on?
When they want to a Bryson Tiller concert Adidas and Nike stuff
What do they aspire to do? What is most important to them? Why?
Make money – potentially end up in a high end job in
Canary Warf
Their friends, Bryson Tiller and, currently, this girl he
likes
What television shows do they watch? Who is their hero?
Comedy roadshows – helps him cope with the stress
and sadness he experiences
Bryson Tiller and Drake – he started from the bottom