The document discusses the target audience of an indie rock band called "The Dykeenies". It analyzes evidence that suggests their target audience is young adults aged 15-24. This includes that they are signed to an independent label, promote on social media popular with teens and young adults, and their laid-back image appeals to younger audiences. Surveys also found that social media users and listeners of similar radio stations tend to be in the 13-34 age range, showing this genre is popular with younger demographics.

1. TARGET AUDIENCE Who typically buys this genre? How do you know? Arfa Shah Candidate Number: 4739

2. BACKGROUND INFORMATION The Dykeenies are signed under an independent music label called "Lavolta Records" therefore, naturally, indie rock bands go back to basics and rely on touring, gigs, word-of-mouth and radio promotion. The band have a laid-back, playful almost childish image which suggests that they tend to attract a younger more developing audience such as young adults aged from 15-24 due to the indie rock genre being a genre that strays from mainstream culture meaning that it is free to explore sounds, emotions and factors of social concern that allow them to appeal to their target audience.

3. TARGET AGE GROUP An example of the target audience is on a group page called "The Dykeenies" on social networking site, Facebook. The print screens show that most of the fan base consists of teenagers and young adults aged at least 15-24. Furthermore, the fact that "The Dykeenies" promote themselves on social networking sites such as Facebook and MySpace proves that they appeal to a younger audience as these networking sites have become more popular amongst audiences aged 13-29, a relatively young audience as the next slide shows.

4. EVIDENCE OF TARGET AGE GROUP A survey by "Clickymedia" found that over 7 million users, both males and females, on facebook in the UK are aged between 13-29, a perfect avenue for indie rock bands such as "The Dykeenies" to aim their music to. "Clickymedia" also compared their findings to other age groups and found that "13-19" year olds and "20-29" year olds were the dominant age group. The fact the most dominant aged groups are aged "13-19" and "20-29" tells us that we should be appealing to those age groups in order to pull in a more modern and young audience that can relate to "The Dykeenies" image and music.XFM is a radio station that plays host to bands who hail from alternative, rock, indie and brit-pop backgrounds. An XFM Ofcom report in the Manchester area found that 15-34 year olds favour bands that are "credible, youthful and committed to challenging the aesthetics of mainstream pop music".

5. SUMMARY To conclude, young adults both males and females aged 15-34 are more likely to buy this genre as it is youthful, goes against mainstream culture and the band's image appeals to this target audience as it is youthful, fresh, original and relaxed.