Maddie is a 16-year-old music fan from London who enjoys discovering new indie artists. She spends her disposable income on vinyl albums and attends free local shows frequently. Maddie uses her knowledge of upcoming bands to influence her social circle and enhance her social life through hosting Spotify listening parties with her friends. An open-minded experience seeker, she enjoys both large arena concerts and small, individual shows, and attends the Reading music festival annually.

1. Audience profile
Maddie is 16 and lives in North west London. He is a passionate music fan, with very indie parents she got into ‘the better kind of music’ when she was young, inspired by the individualistic
musical taste of Ed Sheeran and Jake Bugg, and the old school Oasis generation. She’s in full-time Education but revelling in life attending friends gigs watching unknown artists that even she isn’t
sure of. Maddie has high disposable income to spend on herself alone, as weekly gigs are usually free, being a heavy consumer of vinyl music, buying up to 2 albums per month. She loves reading
(magazine name) to discover new music. New music forms part of her social currency, so Maddie is keen to know the new Mumford & Sons before they go mainstream and uses this knowledge
as influence within his friendship circle. Maddie is highly savvy to digital technology, a keen social networker and uses online services to enhance her social life being young. She’ll regularly
welcome her mates round to her house for some Spotify DJ-ing and a few drinks as a warm-up for a big night out in Camden Lock. An open-minded experience seeker, Maddie loves the live music
experience, opting to go for a mixture of gigs, even huge arena shows for the likes of Kings Of Leon and Kasabian, as well as mostly attending small gigs also, getting new experiences individual to
others. She attends Reading festival religiously annually for the last 2 years now being allowed by her parents. Though a hugely passionate music fan, this is not to the detriment of her other
interests.