The target audience for the indie music magazine is young adults aged 17-30 from lower income backgrounds and working classes. This audience values individualism and discovering new artists. They are "explorers" interested in differences and trying new things. They are also very engaged with social media and digital technologies ("Tribe Wired") and seek fun and adventure in their music choices and lifestyle ("Fun/Antics").

1. EVALUATION 4 Who would be the audience
for your media product?

2. The main target audience I am aiming my magazine towards is young adults due many
indie artists going for a more sophisticated route within their music. I also feel young
adults would be good to target because indie music/artists tend to be in the things such
as television, social networking, the internet, therefore they would be the ones to have
heard more about them. I have done some research into magazines and their target
audiences such as NME which bases around the same kind of genre as my own
magazine. NME targets around the ages of 17-30 years old which I completely agree
with in terms of the ages I feel my own magazine would be targeted towards. If I had to
link my targeted audience to a class it would be between “E” and “D” which are “People
at Lowest Level of Income” and “Working Class”, the reason I feel these social classes
would fit the age group I have chosen as they go from “unemployed/students” to “semi-
skilled employers” which I feel people, especially men under the ages of 17-30 would
be at.

3. An advertising agency who go by the name of Young and Rubican invented a profile
known as their 4C's Marketing Model. If I had to discuss the category in which I feel
the group of people I am targeting would be under I would have to say they would be
“Explorers”. I think this describes the kind of audience I am aiming towards perfectly.
“Explorers are described as being people that ‘value difference’ which when create a
indie magazine, you expect your audience to be wanting and looking for maybe
more unoriginal artists and musicians to what would be expected as the normal. The
word ‘indie’ can also be classed as another way of saying ‘individual’ or
‘individualism’ which is including in this definition of an “Explorer” therefore linking
this specific social group to the target audience of my indie magazine. I thought it
would be a good idea to include new and upcoming artists in my product as I see my
audience as people that are “the first to try new brands” and would be looking for
something new to discover at any given time. Lastly, it defines the age group to be
“young” suggesting that my own target age group of 17-30 would be a realistic ask,
considering the ages between them to be classed as “young”.

4. The Life Matrix tool defines ten audience categories, centred around both values,
attitudes and beliefs, and more fundamental demographic audience categories. I
feel my targeted audience would fall under either “Tribe Wired” or “Fun/Antics”.
My reasoning for this is that I see my audience as being young, fun, outgoing
people who are always looking for adventure and happiness. In addition I also feel
that my audience are extremely “digital” and involved in a lot of social media,
always knowing what is up to date in the world at the time. I also like to believe
that these kind of people have a lot of impact in the kind of musicians and artists
that do well in the industry due to promoting them on all kinds of technological
devises and knowing how these things work because of their age. They appear in
my mind to be people that want to have a good time and are “fun seeking”,
especially when it comes to listening to music and going to gigs.