The target audience for an indie/alternative rock music band and video is youths and young adults aged 15-25. Research through questionnaires found that 70% of people in this age group prefer the indie genre. The likes of this audience include being sociable yet independent, and music videos in the genre often depict urban backgrounds reflecting their social class. To best meet the needs of this target audience, the music video for the band will be concept-based, as most respondents indicated a preference for this style over performance-based or narrative videos.

1. Target AudienceTo discover the target audience for our music band and video, we chose to converge our personal knowledge with questionnaires and other research to gather a more refined idea of the target audience.

2. What genre does the song fall into?The genre in which our product falls into is the youthful indie, alternative rock genre. The product we chose to advertise is a young male band represented into the indie genre. We are able to represent the band in the genre also as together hey play instruments at different tempo’s and the main vocalist also has a distinguished voice similar to other lead singers within bands in the genre we had chosen.

3. Who typically buys the genre? How do you know?The typical commercial audience for the indie/alternate rock genre is youths young adults between the ages 12-25. The genre is very popular today whereas in the past it was put forward by unsigned (indi)pendant artists. The audience are typically of a younger age group as the bands and artists within the genre are within the same/similar age group. We used our personal knowledge and put together a questionnaire to gather a greater idea of who our music band and video is to be aimed at.

4. What Age?To gather the main age group of our target audience, we chose 4 main age groups, below 14, 15 to 25, 25 to 39 and above 40. To gather a good idea of which target audience listens to our music genre more, we chose 20 members of each age group to take our questionnaire split between 10 males and 10 females. As a result we found that the major age group that listens to our music genre are between the ages of 15 and 25. We found that around 70 percent of the people we asked to fill out our questionnaire within the 15-25 year age group seem to prefer the indie genre.

5. What are the likes/dislikes of the audience? How are these reflected in other music videos from your genre?The likes/dislikes of our target audience are generally represented throughout our research as sociable but at the same time refuse to obey the rules and seem independent from the majority. This is represented throughout the music video I had researched. The music also represents the use of love between one male and one female which is opposite to the likes of R&B and hip hop where there is a much higher ratio of females to males. The genre also generally represents females as people and does not really use the female body to gather a higher audience. Music videos within the genre are also based around urban backgrounds which is used to represent the social background of the target audience, such as the middle class.

6. How do the songs lyrics meet the needs and desires of your target audience?Although we had researched to find that love was generally presented within music videos in our genre, the lyrics to our chosen music single deviates from this as it is based on a breakup in a relationship between a boy and girl. The lyrics aim at one person cheating and lying to there partner as it also ends with the sentence “when you cheat and lie on”. The lyrics also represent how the person has tried to love them but the cheating and lying is keeping them away.

7. How would a concept/performance/narrative video meet the needs of your audience?In our questionnaire we also asked whether the chosen target audience would prefer a concept based, performance based or narrative music video. As represented, The majority of an audience and predominant indie audience would rather watch a concept based video rather than a narrative or performance based video. In the research we found that around 65% of the target audience would generally prefer our music video to be concept based with one participant adding “ I prefer a concept based video as I like to follow the story of the song and can sometimes relate the videos back to my personal life”. As a result from our research, we will now base our music video on a concept basis to meet the needs our our chosen target audience.