This document profiles Sam, a 19-year-old university student studying photography who enjoys indie music, fashion trends, and attending music festivals. Sam spends her disposable income, which comes from support from her parents and weekend work, on items like makeup, fast food, clothing from brands like Topshop and Urban Outfitters, music, and concert/festival tickets. She uses social media sites like Tumblr, Instagram and Spotify to follow musicians, promote her photography, and discover new music.

1. By Francesca Romeo

2. This is Sam. Sam is the typical
member of our target audience.
She is C1 on the Jicnar scale;
lower middle class.
Sam is aged 19, and is studying
Photography at University. She
considers herself “quirky” and
has a keen interest in
following fashion trends,
however has a unique style too.
Sam is supported by her parents
and works on weekends. This
gives her a comfortable amount
disposable income which she
then spends on music, band
merchandise, and
festival/concert tickets.

3. Sam is a University student, and
typically goes to house parties
or clubs in her area with her
friends and fellow students.
She also enjoys attending
festivals. Sam loves indie music;
indie rock, pop etc. The kind of
festival she might attend is
Reading and Leads festival –
which is extremely popular with
people in our target audience, as
many indie artists perform there.
Additionally, Sam likes going to
open mic nights in her area to
see new and upcoming artists.

4. Sam is confident and
approachable. She would class
herself as quite opinionated,
however is more vocal when in a
group. She’s an individualist,
and does not like to conform to
stereotypes. She uses more photo-
based social media sites such as
Tumblr and Instagram, more so
than Facebook and Twitter. She
blogs regularly to promote her
photography work and follows the
tweets of her favourite artists
and brands. She also uses Spotify
to listen to her favourite music
for a low cost. Spotify also
recommends artists that Sam might
like, so she’s always finding new
music to listen to.

5. On a monthly basis, Sam tends to
spend her money on:
o makeup/hair products
o fast food & snacks
o general food
o alcohol
o clothing
o music
o magazines
o university related equipment
o concert/festival tickets
o cinema tickets
o fuel

6. Here are some of the
brands Sam stays loyal to
and buys from regularly:
o Topshop
o Doc Marten’s
o Urban Outfitters
o Starbucks
o Converse
o Office
o River Island
o Redbubble
o Etsy
o HMV
o Apple
o Waterstone’s
o Krispy Kreme
o KFC

8. Here are a range of media
products that someone like
Sam, in our target
audience, would be
interested in:
o Instagram
o Tumblr
o Flickr
o YouTube
o Spotify
o iTunes
o TicketMaster
o HMV
o Etsy
o eBay
o E4
o NME Magazine
o SoundCloud
o Behance

10. Sam may listen to bands within
the indie genre such as:
o alt-J
o The 1975
o Foxes
o Marina and the Diamonds
o Lorde
o Catfish and The Bottlemen
o Chvrches
o The Neighborhood
o Vampire Weekend
o Jake Bugg
o Crystal Fighters
o Tame Impala
o Bombay Bicycle Club
o Nina Nesbitt
o Hudson Taylor
o Foals
o Haim
o Delphic