Ed Sheeran targets indie music fans, particularly through digital distribution of his music globally. His down-to-earth persona and relatable lyrics about young experiences appeal to fans seeking social interaction and personal identity. As an indie artist, he dresses casually and performs with an acoustic guitar. While represented seriously, he does not take himself too seriously. Digital media and global appeal have been important to his success, with his label effectively promoting him worldwide.

1. Audience
Appeal and Targeting:
Specific Audience – Indiemusic fans
Gender – Varied
Targeted – Only released one CD. Releases most music
globally through digital means.
Unclear what preferred readingwould be from his
music.
Other Literal Reponses:
Best sellingalbumand singleof 2017
Newspaper and Magazines often painthim as a down-
to-earth artistwith littlecriticism.
Uses and Gratifications:
Relies mostly on the Personal Identity aspectof the
theory, attempting to relate as much as possibleto his
audience.
Also travels a lotand bases a lotof his songs on other
cultures,appealingto the social interaction aspect.
Genre
Indie conventions:
Casual clothing
Lyrics realisticand related to young
experience
Singer/songwriter
Acoustic guitar suggestingserious
musician
Minimalist,artistic
CD cover
Narrative:
Music videos arenarrativedriven
Related to experience
Use of actors distances performer
(Rupert Grint)
Use of Narrativedevices
Lyrics tell short,relatablestories.
Representation:
He is often represented as a
serious indiemusician who does
not take himself too
seriously.
Ed Sheeran
Industry
Warner Music Label
Digital media is very important to Ed Sheeran’s music sinceit’s his main formof distribution.
Global Appeal:
Music is very globally accessible.Also takes inspiration frommany other cultures,so is also well
received across the globe.
Marketing and Promotion: