1. Age 16+ Unisex Audience Profile; Student/Work Mainly young adults Listen to music regularly Creative Interested in music Interested in fashion Indie/Alternative genre Likes festivals and gigs Inspired by bands such as; The Arctic Monkeys, The Maccabees, Little Comets and Mumford & Sons Has an interest in keeping up to date with media Idolises music/fashion icons Reads magazines. Has an iPod/MP3 and keeps up-to-date with music