The target audience for indie-rock music is 16-25 year olds, according to a survey conducted by the author. While the survey found roughly equal numbers of male and female listeners, NME magazine's readership is 66% male. Most listeners are students or work in arts/humanities fields and have an annual income of £21,000-25,000. They enjoy going to concerts with friends and identify strongly with music. Their fashion includes skinny jeans, band t-shirts, and brands like Topshop.

1. Target audience for
Indie-Rock music
By Sophie Marina Billington

2. AGE
GREEN = YES
they do listen to
indie-rock music
RED = NO
they don’t listen to
indie-rock music
From the responses to my survey, I can clearly see that
the most ‘Yes’ answers to the question ‘Do you listen to
indie-rock music?’ are in the 16-25 age group. Only
one person in these age groups answered ‘No’.

3. GENDER
• From the results I collected, there is not much
difference between the number of female indie-rock
listeners and the number of male indie-rock listeners.
• However, I must note the one female 21-25 year old
who answered ‘No’ to the question ‘Do you listen to
indie-rock music?’
• There is a possibility that slightly more males than
females listen to indie-rock music, and I will
demonstrate this possibility in the next slide...

4. ‘NME’ MAGAZINE TARGET
AUDIENCE INFORMATION
• NME magazine is an indie-rock magazine
for young people in the UK.
• It is published by IPC Media, and I was able to
find some information about it’s target
audience on the IPC website (shown on the next
slide...)

5. “Intensely engaged audience of “66% male, 34% female”
16-24 year olds” This is describing the gender
This supports my audience differences in the readership of
research which found that 16-25 year this particular magazine. My
olds are the target audience for indie- research into the target audience
rock music. of the indie-rock genre found no
significant difference in the
percentage of male and female
listeners.

6. MY TARGET AUDIENCE
• From all of the data I have collected, I can see that
my target audience are between the ages of 16 and
25
• My target audience are predominantly White
British
• However it also includes those from the following
ethnic groups...
 Black British
 Indian
 Mixed Continued on next slide >>

7. • There is no significant difference in the amount
of males and females in my target audience –
only a slight one (approximately 55% Male,
45% Female)
• Most of the people in my target audience are
students or working in the humanities/arts
field (art/design, personal care, admin)
• It is likely that my audience do not earn at all
(students) OR earn a wage of around 21,000-
25,000 a year.

8. TARGET AUDIENCE
PSYCHOGRAPHICS
MY TARGET AUDIENCE (FOR INDIE-ROCK MUSIC)
ARE LIKELY TO...
• Be a student
• Enjoy spending time with friends & going to gigs
• Own an iPod/iPhone & listen to music on the go
• Feel that music is a large part of their life
• Wear skinny jeans, logo/band t-shirts, checked shirts,
plimsolls, Converse, Vans, Doctor Martens
• Shop at stores like Topshop, Urban Outfitters, H&M, Asos,
H&M, Monki, Rokit, HMV and charity shops
• Likely to play an instrument like the guitar, drums, bass
Continued on next slide >>

9. • Blog on sites like tumblr or blogger
• Likely to also enjoy ‘indie’ films (e.g. those found at the
Sundance film festival)
• May drink alcohol/smoke

10. WHAT MY TARGET AUDIENCE
MAY LOOK LIKE
Image from
www.thingsbecomethings.blogspot.co.uk Image from favim.com
Image from
sugarscape.com
Image from fashionfame.com
Image from Image from
favim.com weheartit.com

11. MY TARGET AUDIENCE’S LIKELY
OCCUPATIONS
STUDENT ARTS/MEDIA ADMIN
Image from liv.ac.uk
Image from myerscough.ac.uk Image from ulfaharts.co.uk
PERSONAL CARE AND SERVICE
Image from Image from Image from Image from
dbda.wordpress.com luxuryandstyle.co.uk learnthat.com tutor2u.net