• E on the Jicnar scale: Unemployed, Students, Casual workers• Psychographics: Aspirers- People trying to become

someone (e.g Famous band/musician) Strugglers- People trying to make a

name for themselves

• Hedonists: Just want to have fun (e.g gigs,

parties, niche festivals)• Individualists: Want to be seen as different and

want to stand out from the crowd (e.g big and bright coloured hair)

Characteristics:• Aged 16-25• Mostly female• Middle class parents-disposable

income to spend on anything (e.g hair products, alcohol, tickets)

• Things they might like to do:• Photography/art/personalise their

own clothes• Possibly in a band• Plaster their walls in posters of

bands• Like to party/drink to much• Go to cinemas/film festivals

Things they might like to do continued…• Niche festival goers • Eat fast food• Read music magazines (NME, Kerrang!)• Like to shop at places like HMV• Loyal to brands (e.g vans, converse)