Anima's is an indie band focused on emotive music over commercial success or self-promotion. They work with Rough Trade records, an independent label that aligns with Anima's natural and handmade musical style. Anima's music aims to have meaningful lyrics rather than conforming to mainstream standards. Their work also incorporates environmental themes and a relaxed lifestyle.

2. Anima’s is a band but in the music video only the lead singer is shown, this magnifies their only interest is the music. Them not present shows they are not selling themselves as a brand but instead presenting their emotive music. Anima’s management team is Rough Trade, they have only just signed with them. Their ideology is to create real music that does not have the criteria to be in the main stream music industry. They want their songs to have meaning, after all their main focus is the music and a relaxed and easy going life style. Their ethos involves the environment massively and trying to involve nature as much as they can in their work. Anima fit the ethos of Rough Trade well, they want is to do everything themselves as this incorporates their natural and hand-made style of music. Simplicity is key in all of their work.

3. Our audience is fun, bubbly and charismatic. They have a lot of opinions on the social and political spheres of society. They are strong characters, that are very independent however they are not bossy. The sort of people to enjoy the world, seeing it as a weird and wonderful place and how they just add to the landscape. They are eco-friendly and are relaxed as they do not need to constantly consume material goods. However they love records and are heavily drawn to music. Their age range is 18-35. Our audience will have just left university (further education) or been gone for only a matter of years, so they are category C-E. Their going in to the work force getting the jobs that they will hopefully carry on for the rest of their lives. They do not have a lot of money due to their social status as 'students' or 'graduates’.