The document describes the research conducted to determine the target audience for an independent/alternative music magazine. The target audience is determined to be 18-28 year olds of both genders as this age range is most likely to attend concerts and gigs featuring both popular and unknown bands. The upper age is set at 28 as people typically begin families after this age when interest in attending live shows may decline. Two potential customer profiles are provided that fit the indie/alternative genre and target audience.

2.  From my research of my target audience for my
Indie/alternative music magazine I came to the
conclusion that my target audience would be aged
between 18-28 years old and both genders. I feel
this age range is appropriate with the language
style and the music type my magazine aims to
feature. I have also based my target audience on
the type of people most likely to go to gigs and
the age for the majority of gigs is 18. I am also
under the impression that my audience will have
an interest in seeing their favourite bands and
possibly unknown bands live and so this is a
strong factor when choosing my target audience. I
have chosen the age of 28 to finish my target
audience at because this is the age that
stereotypically people begin families and so the
likelihood of people older than this age range
wouldn’t have the same appeal to go to as many
gigs. The sales to each gender may differ each
month due to the artists featured within my
magazine, such as female bands may attract more
male attention due to the male gaze.

3.  The genre of my magazine fits with the
Indie/Alternative scene, therefore the magazine
will focus on the different styles and people who
are stereotypically described as different, due
to the clothing they wear, their hair styles and
the way they choose to act. I believe that there
is a gap in the market for my magazine as NME has
recently gone bust and so the only magazines
similar to mine are ‘Loud and Quiet’ and ‘Dazed
and Confused’. Because of this I have had to
offer a large range of artists and information
throughout my magazine whilst still pricing it at
a reasonable price- I chose £3.99. Although Loud
and Quiet is free; but I did marketing research
and the largest percentage said that they would
be willing to spend more than the price I have
charged for a magazine that I am offering.

4.  When I designed my magazine I had to bare in mind
my research and ensure that everything I was
creating fitted the style and met the interest of
my target audience. I ensured that my artist- The
Dirty Future was modelled appropriately to fit
the clothing styles and hair styles of my genre
so my target audience would feel like they can
relate to my artist. The hair of my artist was
rugged- deliberately messy and rugged facial
hair. I also deliberately styled my magazine so
it was simplistic and minimalist to meet the
differences of my indie/alternative genre.

5.  The following two audience profiles which fit the
indie/alternative genre fit my target audience
research and both appear to be potential
customers of my magazine. I also asked the two
people a few questions regarding my magazine
which may be entering the indie magazine market:

6.  Name- Daisy
 Age- 21
 Ethnicity- White British
 Current Work Status? – Model
 Likes- Music, fashion, instruments, bands, gigs,
concerts, festivals, reading, photography, walks, charity
shops, London, local bands, e.t.c.
 Dress Sense- A-line skirts, t-shirt dresses, over sized
boyfriend shirts, roll neck crop tops.
 Favourite Band? The Stypes
 Music Genre- Indie Rock
 What You look for in a magazine- Interesting interviews
with favourite celebrities, alternate photos and
interesting adverts.

7.  Name- Jasper
 Age-19
 Ethnicity- White British
 Current Work Status- Blogger
 Likes: Fashion, tourism, cities, photography, music,
gigs, festivals.
 Dress Sense- Checkered shirts, ripped jeans, messy hair,
oversized t-shirts, beanies, brogues.
 Favourite Band? The Red Hot Chili Peppers.
 Music Genre- Indie Folk
 What You Look for in a Magazine- Festival highlights and
fantastic pictures, interviews with singers and band
members along with generic interviews for the latest
festivals or gigs within the genre.