Target AudienceIndie Folk

Demographics

Age: Mainly young adults aged between 16-19 as they are still coming to terms with developing an identity for themselves but are clear with what they like and what they don’t.

Gender: Overall Mixed gender – leading to quite a wide audience as Indie Folk is becoming a more popular genre but maybe slightly more females.

Jicnars scale: Due to the age range, they are likely to be the lower end of the scale as they are not necessarily going to be in employment but with the genre of music, they need to have some level of intelligence and are able to decipher deeper meanings from substance, unlike others on the same end of the end. Nevertheless, they are most likely C-D/E.

Lifestyle choice: The majority of still probably in education or going on to employment but are still in the relatively early stages of their life and are possibly still unsure of what they want to do in life: “Decision Making.”

Psychographics

Individualists/

Non-conformists: Overall, in terms of psychographics, the

category most suitable for this

audience is individualists/non-

conformists. Maybe not necessarily in the

way they dress or look, but more so in

terms of their attitude and outlook on issues.

Music

Artists/Bands: The Indie Folk genre of music: Noah and the Whale,

Bombay Bicycle Club, Regina Spektor, Emmy the Great, Fiest, Fleet

Foxes, Dog is Dead, etc.

Consumption: They consume music through a variety of formats,

including going to live gigs; combining the modern with the vintage

and retro:

Spotify and other

music streaming

platforms

Vinyl and record

players

iPods and other

MP3 players

CD’s

Interests

Reading: Magazines like NME, INDIE as well as novels including confessions of a wallflower. They’re also partial to a bit of blogging and so also do some of their reading online.

Fashion: It’s a major part of their life; most of their money is spent on shopping for clothes. Not really restricted to one shop; they will be the item if they like it, it doesn’t really matter where it’s from.

Films: They like to watch a mixture of films, from Rom-comsto horror – anything that’s a bit quirky or different.

o Loves walks in

the country woods

but can’t resist a

train ride to the city

for a shopping spree.

o LOVES fashion –

it’s not about what

you wear, but how

you wear it.

o Tries not to judge

a book by its

cover, but you can’t

help but base a first

impression on hair

and shoes.

o Idols: Zooey

Deschanel,

Alexa Cheung and

Daisy Lowe.

Name: Jess

Age: 18

Hometown:

Birmingham

Employment

Status: in Education

but has a part time

job at Urban

Outfitters.

o Rides a bike

o Loves a good

book

o Enjoys going to

local gigs.

o Can play a

number of

instruments:

including the

acoustic guitar and

piano.