This document discusses the target audience for indie music. It states that the core audience is teenagers and young adults aged 15-25 who enjoy indie music because it is different from mainstream trends. Stereotypically, this audience likes to rebel and not follow the crowd. Research showed the main age bracket for indie fans is 15-20, with a slightly higher percentage being male. The target audience spends 20-30 hours per week listening to music and enjoys socializing with friends, including going to clubs. The proposed music video will portray partying and aim to show both enjoyment but also awareness of substance abuse issues.

1. TARGET AUDIENCE

2. WHO IS THE TARGET AUDIENCE?
• The indie target audience is usually a young audience of teens and young adults up to about
25. This is because indie music doesn’t follow social trends and is a bit different to
mainstream music. Teenagers enjoy this because they are at an age where they are trying to
find themselves and they don’t want to follow the crowd. Stereotypically teenagers and
young adults like to rebel, they are quite moody and don’t like being like everyone else, this
is the image that indie bands/artists like to portray.
• The indie target audience and specifically the audience for Nova and The Experience would
wear vintage clothing and shop at low budget vintage shops. They don’t follow fashion
trends, again showing they like to be different. The fact they shop at low budget shops may
be because they are students as university age is probably the prime age for the indie genre.

3. • The target audience are at the partying age so they enjoy going out drinking with
friends, going to clubs and parties and enjoying themselves whilst they’re young.
This is the image that will be portrayed through my music video, partying, drugs and
alcohol is the main focus of my video but in an awareness kind of way to show the
target audience that it’s good to enjoy themselves but not to abuse this.
• They would be have an ABC1 figure of E because they are either still studying at
school, sixth form or university. The late teens, early twenties part of the target
audience are probably on low wages, with a part time job because there studying
comes first.

4. PRIMARY TARGET AUDIENCE
RESEARCH
I did a short questionnaire to find out a bit of information
about the target audience of the indie genre.
The results included that the main age bracket of people who
had indie music as their favourite genre was 15-20. This was
similar to what I had predicted as this is people at late school
age or early university age.
The gender ratio was slightly more male however it was not by
a big percentage so I don’t think the indie genre is male
orientated.
On average the target audience listened to music 20-30 hours
a week, this shows their commitment to the genre and that it
has a big influence on their everyday lives.
In their free time they like to go out with friends and then
depending on age they may like to go clubbing.

5. COLLAGE OF TARGET AUDIENCE