The document summarizes research on the target demographic for alternative rock music. It finds that the primary audience is males aged 16-25 from white ethnic groups in England. Images from concerts support that the audience is predominantly young people. The document also notes that most alternative rock artists are white males, so the music video will feature only white male characters to appeal to the broader fan base. Location data shows London and the Southeast have more fans than expected, though the researcher believes the North of England is also an important region given the origins of many popular bands. Overall, the research supports a music video that combines both narrative and musical performance elements, in line with typical alternative rock music videos.

1. In the first part of my target audience research I looked online to collect already relevant data; the
website Infogr.am proved very useful in giving me previous results to work from and to further
conduct my own primary research from.
From the picture above, we can see the broader demographic of fans of alternative rock music in the
form of an age group. This is not surprising as me and friends who like this genre are also in this
primary demographic group. Further supporting this certain age group being the primary group,
below is a photo of the crowd at the Arctic Monkeys Reading festival set, we can that the audience is
predominantly from the 16-25 age group.
By looking at the gender information, it is clear that alternative rock is mainly followed by the male
gender, which I will try to appeal towards in music video. This will be achieved also by everyone in
the video, in both the narrative and performance pieces being male, in order to appeal to a larger
audience, to gain maximum views and good perception for my video.

2. Above shows the typical Ethnic groups to be fans of Alternative/Indie rock music and my first
thoughts are that the results are what I clearly expected. Typically Black people are seen to prefer
Hip-hop and R&B music, and so it is clear why they are a minority group in retrospect to the fans of
alternative rock music. Also the vast majority of Artists in this genre are White, such as Kasabian and
The Kooks, whereas similarly most Hip-hop and R&B artists are Black. Following with generic
conventions my video will feature mostly if not all white characters, in order to appeal again to the
mass audience.

3. The next chart shows majority of fan base in England through location. Unlike the other previous
charts this has surprised me with The Capital and South East region being predominant listeners of
Alternative Rock music and the North being lesser. This I found hard to believe as much of the fan
base and location of the where the leading Artists in this genre come from is from the Midlands and
Northern areas of the U.K. The North of England is where artists such as Jake Bugg, Kasabian, The
Arctic Monkeys, Oasis and the Kaiser Chiefs originate from, coming from Cities such as Nottingham,
Sheffield, Leicester and Manchester which are very large cities. However though the South does
have Artists such as The Kooks and Jamie T coming from that area; which could contribute to fan
base, however I still think that the North does have a higher fan base for Alternative Rock music.

4. The data here shows that when asked, people preferred a mixture of performance and narrative in
an Alternative Rock music video. This isn’t surprising data as it is typical in the majority of music
videos in this genre. The data is also reliving as I planned my music video on being both narrative and
performance based, again this will hopefully increase the authentic look in my production.