The target audience for indie folk music is mainly young adults aged 16-19 who are still developing their identity. The audience has a mixed gender but may be slightly more female. They are likely on the lower end of the social class scale as many are still in education rather than employment. In terms of psychographics, they are individualists and non-conformists in their attitudes and outlooks, if not necessarily in appearance. They enjoy indie folk artists and bands and consume music through various formats including vinyl, CDs, and streaming platforms. Their interests include magazines, novels, fashion, films that are quirky or different, and local music gigs.

1. Target Audience
Indie Folk

2. Demographics
Age: Mainly young adults aged between 16-19 as they are still coming to terms with
developing an identity for themselves but are clear with what they like and what they
don’t.
Gender: Overall Mixed gender – leading to quite a wide audience as Indie Folk is
becoming a more popular genre but maybe slightly more females.
Jicnars scale: Due to the age range, they are likely to be the lower end of the scale as
they are not necessarily going to be in employment but with the genre of music, they
need to have some level of intelligence and are able to decipher deeper meanings from
substance, unlike others on the same end of the end. Nevertheless, they are most
likely C-D/E.
Lifestyle choice: The majority of still probably in education or going on to employment
but are still in the relatively early stages of their life and are possibly still unsure of what
they want to do in life: “Decision Making.”

3. Psychographics
Individualists/
Non-conformists:
Overall, in terms of
psychographics, the
category most
suitable for this
audience is
individualists/non-
conformists. Maybe
not necessarily in the
way they dress or
look, but more so in
terms of their attitude
and outlook on issues.

5. Music
Artists/Bands: The Indie Folk genre of music: Noah and the Whale,
Bombay Bicycle Club, Regina Spektor, Emmy the Great, Fiest, Fleet
Foxes, Dog is Dead, etc.
Consumption: They consume music through a variety of formats,
including going to live gigs; combining the modern with the vintage
and retro:
Vinyl and record
CD’s players
iPods and other
Spotify and other MP3 players
music streaming
platforms

6. Interests
Reading: Magazines like NME, INDIE as well as novels
including confessions of a wallflower. They’re also partial
to a bit of blogging and so also do some of their reading
online.
Fashion: It’s a major part of their life; most of their money is
spent on shopping for clothes. Not really restricted to one
shop; they will be the item if they like it, it doesn’t really
matter where it’s from.
Films: They like to watch a mixture of films, from Rom-coms
to horror – anything that’s a bit quirky or different.

7. Name: Jess o Loves walks in
Age: 18 the country woods
Hometown: but can’t resist a
Birmingham train ride to the city
Employment for a shopping spree.
Status: in Education o LOVES fashion –
but has a part time it’s not about what
job at Urban you wear, but how
Outfitters. you wear it.
o Tries not to judge
o Rides a bike a book by its
o Loves a good cover, but you can’t
book help but base a first
o Enjoys going to impression on hair
local gigs. and shoes.
o Can play a o Idols: Zooey
number of Deschanel,
instruments: Alexa Cheung and
including the Daisy Lowe.
acoustic guitar and
piano.