The target audience for the media product would be music fans between 17-21 years old who enjoy rock and indie music. Specifically, the examples given are Tom, a 21 year old who plays in bands, attends gigs, and listens to rock bands like Of Mice & Men and The Black Keys. The other example is Chelsea, a 17 year old who goes to gigs and listens to bands like Mumford & Sons and Paramore. Both download music online and listen to rock-focused radio stations.