1. Who would be the audience for
your media product?
Final Evaluation Question #3
My target audience are 16-25 year old female Indie Scenesters & Trendies. I chose to aim it at these social groups as I discovered, as mentioned
previously in evaluation question 2, that they are interested in being the first to find new artists and music before it becomes mainstream,
subsequently they would be interested in buying a magazine about up and coming artists. Also, these social groups like quite a wide variety of music-
meaning that they are likely to enjoy indie folk music, which is what this issue of my magazine focuses on. Trendies', for example, icons include
Marcus Mumford and Bombay Bicycle Club, who are both indie folk artists. These social groups also both like vintage clothing and therefore would
like my slightly vintage styling of my cover artist.
I chose to aim my magazine at 16-25 year olds as indie folk artists that are influencing my magazine heavily, such as Florence + the Machine and
Mumford & Sons, according to YouGov.co.uk, have fans of the average age group of between 18-24, with Florence + the Machine's slightly older (25-
39). Due to my magazine being influenced greatly by Florence's natural style, and her outfits also, I have decided to cater for the lower age range of
her fans by having a target audience that ranges up to the age of 25. I also decided to aim my magazine at 16 and 17 year olds, as I know of various
people of this age, 3 of whom I asked questions to regarding my magazine in my audience research, who would be interested in buying my magazine-
my case study of 16 year old Phoebe Ellis shows this in particular.
Florence + the Machine’s Rabbit Heart (Raise It Up) music video
inspired my cover artist’s nature related background mentioned
in the article and her natural styling.
Mumford & Sons have a very nature inspired sound to their
music, and this inspired the type of music I can imagine my
cover artist making.

2. Case Study: Phoebe Ellis
Phoebe fits into the social groups mentioned above. For
example, she could be seen as a Trendie as she has a vintage
inspired look and is avid about fashion. Furthermore, she likes
indie folk bands such as Bombay Bicycle Club and adores Alexa
Chung.
She can also be seen in some aspects as an Indie Scenester as
she has her finger 'on the pulse of current artists du jour', she
finds new music through all kinds of different avenues, and,
furthermore, she likes to collect vinyls. She likes a variety of
indie genres, meaning that she would most likely take to this
issue of Undisclosed that is focused on indie folk.
Phoebe reads NME magazine, which often features indie
artists, so she may like the idea of a magazine featuring only
these type of artists, putting them into the spotlight. She also is
extremely interested in art, and the elegant, stylish, simplistic
style of my magazine would hopefully therefore appeal to her
because of this.
Phoebe is a very good example of someone who is a member
of my target audience, and as Phoebe is 16 years of age this
clearly shows why I have aimed my magazine at older
teenagers to young adults (16-25 year olds).

3. Fans of Artists Influencing My
Magazine
As these fans are classed as my target audience, as they would be seen as Trendies/Indie Scenesters and also
my magazine would appeal to them due to the heavy influence of their idols, it was vital in the creating of my
product to know what their interests are and other information about them in order to get a more detailed
picture of my target audience. YouGov.co.uk helped me greatly in discovering this information. I researched Jake
Bugg, Lana Del Rey, Florence + the Machine and Mumford & Sons fans. As Florence + the Machine's and
Mumford & Sons style has influenced my magazine more heavily than the other two artists the information
regarding their fans is what I will reiterate below.
The Average Florence + the Machine Fan
• Female
• Aged between 25-39
• Has £125-£499 to spare monthly
• Interested in design, fashion, cosmetics, culture and the arts
• Imaginative
• Customers of Spotify.com
• Listen to BBC Radio 1
• Shop in Anthropologie
• Read NME
• Watch The Simpsons regularly

4. Mumford & Sons have also influenced my magazine with their music, as this is the type of music
artists featured in my magazine would create. Also, their sound is very nature connected and I have
reflected this in my simplistic, elegant design. It was therefore important to know more detailed
information about their fans, so I could cater for them more meticulously in my magazine.
The Average Mumford & Sons Fan
• Female
• Monthly spare of £500- £999
• Play an instrument
• Clever
• Listen to BBC Radio 2
• They like Florence + the Machine
• Read NME
• Watch Doctor Who

5. Conclusion
Before creating my magazine due to this extra audience
research I could see that my audience would like a variety of
indie genres, and therefore indie folk, and is interested in
art, culture and fashion. Furthermore, they are funny and
imaginative. I was therefore able to create my magazine
with my audience in mind, making my language register
lively and engaging to cater for their personalities, and
focusing on indie folk with the knowledge that it would
clearly appeal to this audience. The stylish, elegant look was
also created with my audience in mind.