This document profiles a young, creative audience between 16-25 years old who listens to music regularly, particularly indie and alternative genres. They enjoy going to music festivals and concerts, are inspired by bands like Arctic Monkeys and Mumford & Sons, and have interests in both music and fashion as shown by their idolization of music/fashion icons and keeping up with media through magazine reading.

1. Age 16+UnisexAudience Profile;Student/WorkMainly young adultsListen to music regularlyCreativeInterested in musicInterested in fashionIndie/Alternative genreLikes festivals and gigs Inspired by bands such as; The Arctic Monkeys, The Maccabees, Little Comets and Mumford & SonsHas an interest in keeping up to date with mediaIdolises music/fashion iconsReads magazines.Has an iPod/MP3 and keeps up-to-date with music