The document analyzes how Mumford & Sons' website and album artwork reflects their target audience. It notes that the website homepage features band news and upcoming shows, showing their fans are digitally connected and enjoy live music. The album covers for Sigh No More and another album depict the band members and horses, implying a folk and country sound influenced by vintage aesthetics. This matches the tastes of their middle-class audience who appreciate subtle displays of music taste through merchandise like badges but also want to proclaim their fandom through bold items like bags.

1. Mumford & Sons How Does Their Website Reflect Our Target Audience?

2. Website Homepage The homepage boasts the band’s name; printed at the top of the screen to clearly show the audience their favourite band. The latest band news is along the left; indicating that many of M&S’ fans are part of a digital age; people who live in a time of technological convergence and have regular access to the internet. M&S are therefore shown as a modern band. Furthermore; the band’s latest upcoming live shows are shown on the homepage; suggesting that many of M&S’ fan base are those who enjoy music festivals. The website is a dark black colour; showing a clean, modern take on M&S attempts to appeal to their audiences. This relates to our target audience; people who enjoy festivals, and are up to date people who use technology everyday as an integral life part.

3. CD Artworks M&S’ debut album – Sigh No More – ‘s cover was of the four members of the band standing in a shop window. The shop itself appears to be on a small street in a town; giving the impression of a band who come from a country background, which is reflected in their music. The building they are stood in is a bright white, along with the pavement. To their audience it says that M&S are a shade different from the generic blues and greens of the neighbouring buildings – metaphorical of other bands – and that they are not afraid of expanding on the folk genre; bringing it into a different light than previously shown. The font is reminiscent of a manuscript print; connoting that music is M&S’ sole focus is music, plus it gives the sense of home-grown music – that the members of this band have written every song themselves from experiences that they have encountered. The album cover reflects our intended one perfectly; with the image providing a subliminal message about the band. Furthermore, the target audience should be searching for a band that takes a twist on a semi-mainstream music genre, like our band does.

4. This album cover gives a traditional taste to M&S’ music; having stallions race towards the audience. It implies an old-western tone to M&S as if their objective in music were to create not only folk but classic country music also. Vintage traits are seen nowadays as a fashion trait; explaining it’s inclusion on the album cover. This album cover is for a vinyl copy of a CD. This shows that M&S are conscious of adding a vintage side to their music also; showing middle-class ideologies within their target audience. Both these album covers reflect our audience very well; as they would be interested in vintage items, and are generally particularly middle class.

5. Website Merchandise The badges show M&S’ audience as those who like to show off their music taste in subtle ways, but who are also proud of their music taste. This suits our audience; as they are not too blatant about their music taste, but are still proud. The bag shows M&S’ audience as a bold fan base; people who want to proclaim their love for their band to others; and wanting them to be the biggest act in the world. This differs from our target audience; as they are more subtle in their love for the band, and want them to remain exclusive – not worldwide. This t-shirt is another way for fans to show their love for M&S, and it says to other people that the music that they play is now part of a fashion craze; showing the band’s expansion into modern culture.