- The target audience for an indie rock music video is predominantly male aged 16-25 from London and the surrounding areas. They enjoy activities like playing instruments, attending concerts, and following bands on social media. - Research shows indie rock has a more niche audience than mainstream genres like pop. While some indie rock songs can break into the top charts, viewership for music videos is generally lower than pop videos. - Understanding the target audience demographics and interests will help in planning and creating a music video that appeals to and engages this group. Further research through audience interviews is still needed.

1. TARGET
AUDIENCE
RESEARCH

2. INTRODUCTION
Before we start planning ourmusicvideo,we need toestablish who ourprimary and secondarytarget audienceare. This
meansresearching on theinternet andusing secondary datato help usoutandthenwe canestablish thetarget
audience.To findsecondarydata,I will be using arange of different websites to ensure Ihavethemostaccuratedatafor
our TAresearch.

3. INFOGR.AM
16-25 year olds(55% male & 45% female) - Thiscoincideswith Maslow'shierarchyofHuman Needs, in relationto the fact that
the majorityofindierock/alternative rockartists are male dominated as well suggests that they have the same psychological
needs as their fans; thus allowingthe audience to feel a sense oflove and belonging not onlywithin their socialgroups
between within their relationshipwith the artist.
Workingclass(they either do not earn at all(students) or earn lowincome)
Predominantly White British
Thisinformationgives us ourtarget audience so nowwe can focusonwhat to put into ourmusicvideo – because the target
audience ispredominantly males we can nowadd more things in that would appeal more to them.
The age group helps usshape ourideas because we knowthat most ofthe people in the age group are students and the age
group is very youngsothey would want to see new and originalmusicvideos with creative ideas whereas an older age group
might want something more mature fortheir liking.

4. TARGET AUDIENCE
PSYCHOGRAPHICS - GOOGLE
Wear skinnyjeans, logo/bandshirts etc.
Likely to playaninstrument e.g.guitar,drums,bass
Musicis a bigpart oftheir lives
Likely to smoke/drinkalcohol
Usesites like Tumblr/Instagram
This informationtells uswhatour audience likes to doin their sparetime. This helps usbecausenow weknowwhatto
includein ourmusicvideo so thatthe target audiencewill identify withit and feelmoreconnectedwiththe music
video.We couldinterpret this into our musicvideo andincludesomeofthethings thatthey like todo whichwill make
them wanttowatchit more.

5. INFOGR.AM
The majority of indie rock/alternative rock fans are fromLondon/South East
England which coincides with the raw and rustic look of indie rock bands. However,
London is the main and most popular city in South East England so everything
revolves around the capital of England. This suggests that the audience prefers to
see strong references and ideologies associated with London portrayedwithin the
band's material in order to fulfil their needs forlove and belonging within agroup;
thus giving them regional identity.
REGIONAL IDENTITY

6. INFOGR.AM
From the dataon infogr.am I can see that the target audience prefers tokeep up
todate with indie rock/alternative rock artiststhrough social networking sites
such as Twitter, Facebook and Instagram. This further suggests that the audience
demographic falls into the materialist psychographic category. This alsosuggests
that due toaudience's need for creative mind set, they will most likely aberrantly
read into the band's music.
This means that when we are trying to get our music video seen bya lot of
people, we will use social media as this is the easiest way toreach our audience
as they use this frequently.
CONSUMPTION OF MUSIC

7. INFOGR.AM
The majority of the young target audience, only occasionally attend gigs and
festivals, which in a way challenges the initial research into the band's audience
demographic. However, we can relate their attendance togigs and festivals tothe
psychological needs of the audience. In this case it is associated with getting drunk
and raving atmusic gigs and festivals. This also relates tothe belonging needs of
the audience, in terms of them feeling asense of belonging within agroup by
attending gigs and festivals within their social groups.
TOUR/GIG ATTENDANCE

8. MUSICMACHINERY.COM
Most listened to genres by females Most listened to genres by males
This data from musicmachinery.com fits with theresearch
that males prefer indierock more than females. This can be
shown from the two pictures of the most listened togenres
from males and females. Males are more into the rock genre
andfemales are more into pop.
This shows that we needto focus our music videoideas
around what a malewould want tosee but also incorporate
some ideas that females would want to seeso we donot
only attract males with the video.

9. YOUTUBE STATISTICS
From the YouTube statistics, we can see that Hozier’s music
video “Someone New” was watched over 43,000,000times.
This video has also had 184,905shares and the time
watched on this video is 238years.
From the YouTube statistics, we can alsosee that Taylor Swift’smusic
video for“Shake it Off”,we can see that the views are over a billion on
this video which is substantially different toHozier’s amount of views.
This shows that indie rock has more of a niche audience and pophas a
large mainstream audience.

10. MAGAZINE RESEARCH
The magazine ‘NME’ is an indie rock style magazine
targeted atyoung people in the UK.This magazine
fitswith the demographic because it is aimed at 16-
25yearolds. If this magazine was targeted at a lower
age group they would have tochange the content to
make it child appropriate.
It shows the typeof thing the audience is interested
in which means we can incorporate this into our
music video toplease the audience

11. GIG RESEARCH
These are pictures of Hozier’s audience/fan base when he was performing at Tin the Park2015.This shows that he has a large
audience however it could be big because it is a festival rather than a Hozier concert which shows he is more of a niche artist which
helps us in terms of identifying that the target audience is not a large group like you would have forthe popgenre. Hozier’s song
Take Me ToChurch is verypopular and was in the charts but the rest of his songs are not as known bypeople.

12. TOP 40 UK
I researchedinto theTop 40 BiggestSongsof 2015and from thisdata, I can
seethatatnumber3is HozierwithTake Me To Churchand at number8,
JamesBaywith Hold BackTheRiver – thisshowsthattheindierockgenreis
still popular and is still beinglistenedto. Despite only beinga nichegenre,
theindierock genreis surprisinglypopular in theUK and this showsthatif
wedo one ofHozier’ssongs it wouldstill be popular and wewould have
quite a largeaudiencebase.
This is usefulbecauseit showsthattheindierockgenreis still contemporary
and it isa good genreto chooseasit is makingits wayinto thechartsmore
and more.

13. CONCLUSION
Here are the findings:
-Indie rockispopular with moremales than females aged 16-25
-YouTube stats showthat the indie rockgenre ismore nichethan mainstream – indie rockmusicvideos do not have as many
views/likes/shares as a mainstream genre like pop
-Magazine research again suggests that the indie rockgenre isniche because it isamagazine based onindie rockand not
manypeople have heard ofit
-Gig research has shown that a lotof people knowpopular indierocksongs such as songs fromHozier because he has
previouslybeen in the chartsforalongtime – and even at number 1!
Thishas helped us because it gives usa starting point forourtarget audience research and helps usto identifythe
demographics and with this information,we can now do ourtarget audience interviews as we knowthe specificsofourtarget
audience and this willhelp us in the longrun as we can now create ourmusicvideo suited to ourtarget audience.