The document profiles the target audience for indie rock music such as Arctic Monkeys. It describes the demographic as primarily male aged 15-28 from lower socioeconomic backgrounds. The audience identifies with the rebellion and authenticity portrayed by indie artists. They use the music as escapism from struggles of life. The target audience enjoys niche clothing brands, independent entertainment like concerts and magazines, and relatable indie artists that help them develop their identity and non-mainstream tastes.

1. Audience Profile – Indie Rock
By Connor Southwell

2. Demographics:
Indie Rock is a genre usually consumed by an audience aged between 15-28. This is a wide demographic and one which enjoys the Arctic
Monkey’s rebellion against hegemony. This is often a period where people are trying to carve identities and the bands no nonsense approach and
attitude to how they are viewed by outsiders is relatable to confused teenagers. Their happy-go-lucky style resonates with the struggles of
university life, unemployment and exams. This correlates with the age group suffering most from unemployment. The majority of Arctic
Monkey’s fans would be predominately male, as a large proportion of those who consume the genre is male. The socioeconomic status of their
audience will be on the C2 and DE part of the scale primarily. Those wealthier tend to opt for alternative genres to tend to their taste, but the
Arctic Monkey’s package themselves to the traditionally lower classes or those lower on the socioeconomic status due to them packaging
themselves in a way which relates to this target audience.
They are idolised by followers who are believe by being members of this fan base, they have found their identity and a group whereby they can
perform that identity and conform to the same conventions. Their music is used as a source of escapism for many who consume their music.
Their constructed audience are people who adore producing music and people who enjoy making music, going to concerts and appreciate the
efforts of artists against the mainstream would also be targeted by this band. Audiences would describe themselves as alternative, independent
and niche – generating an image and person against the idea of hegemony and in search of a way to escape. For bands, it is vital that the artist
creates an emotional response with their in audience in order to create a sense of unity. If a band can create an emotive bond with its followers,
then that is the key to establishing a connection.
Mainstream media also praised the band:
“Smart, randy and touched by genius, the Sheffield band’s fifth album is an absolute triumph from start to finish. And the best part? They’re just
getting started...”
“Over the last eight years, the Arctic Monkeys have gone from spastic punk, to doomed stoner rock, to sparkling guitar pop, to their fifth album's
skinny-jeaned funk. On AM, the quartet, now based in Los Angeles, offer a paranoid, haunted collection that goes beyond the sweaty clubs and
furtive flirts into the hotel rooms, after parties, and bad decisions that can follow.”
The shot chosen for the header is taken
amongst the crowd, which creates the feeling
of identity and unity amongst the fan base of
the band. Considering their constructed
audience is young and discovering their
identity, this sense of belonging will attract
more fans.
The option of downloads makes the music more
accessible for the fanbase, and will help the indie
feeling and close relationship the bands wants to
maintain with its close rapport with its supporters and
also helps those interested in the production and
development of music.

3. My Constructed Audience
Brands:
The constructed audience would be keen on niche clothing brands which support their rebellion against hegemony as they search
for their identity. They may opt to subvert sportswear or opt for vintage clothing to create a newfound subculture of indie
rock. These pieces of clothing would be chosen for their differentiation. These brands could include Champion, Reebok and
Nike to name but a few. Furthermore, the audience could opt to replicate the style of the artist. They may also opt to wear
unbranded stuff as the indie genre is conventionally free from brands as artists look to form their own way and supporters of
the band could emulate this. They could also wear well known Indie brands such as Carhatt, Dickies and Levi’s.
Social Status:
The constructed audience for Choose Wisely would consist predominately of aspirers and those in the C2 and DE with teenagers
being the prominent target as they suffer constant relationship issues and thus by aiming this song to those who can relate
to it and create a video which offers something they can emotionally connect with, that will aid the consumption of the
music video. As the song discusses the issues of poisonous relationships, this could create a sense of belonging to those who
are enduring a situation similar to that presented in the song.
Entertainment:
Our audience would stray away from ‘cultural’ nights out to the theatre or cinema in search of entertainment, alternatively, they
would go to gigs and open mic nights in search of fulfilling their need for entertainment which rebels against the mainstream
and complies with the identity they are forming. In regards to reading, they would read magazines such as ‘The Wire’ or
‘Pitchfork Review’, both of which promote alternative music alongside poetry and niche narratives. They would avoid
mainstream consumption methods such as television on demand and through places like Netflix and YouTube. Films would
be niche.
Artists:
Our audience would indulge in indie music with artists such as The Neighbourhood, Bastille and Milky Chance being among the
favourites due to their relatablity and the fact they can used as a source of escapism. They also help display a rebellion
against hegemony and by choosing to listen and consume these artists as a way of identity formation and performance
these in self defence. These artists come from background which their audiences can relate too and understand, which
provides their music with personality and meaning.