Target Audience

Indie pop is a genre of Alternative rock, which originated from the 1980's UK indie rock music genre. Indie rock is more harsher and has an edgier sound to the music, however, Indie pop contrasts this by being more melodic and smoother. Furthermore the genre takes inspiration from the 1960's girl group music and power pop. Therefore this gives the indie pop genre more retro elements and makes use of the instruments.

From the research I found there is equality between the female and male listeners of the indie genre of music, there is no clear distinction between the two genders and both listen to the genre of music and view the music videos. However, due to the male gaze most music videos are more appealing to men as videos use the conventions to make them successful from a male perspective.  For example NME found that 64% of their readers are male.

From the evidence I found from NME, which is the most popular indie rock music magazine, the audience of this genre is aged between 16 to 24 years of age. The majority of the audience are students and have an interest in studying, either at university or sixth form, art, humanities or design. It is more than likely that the audience of Indie genre earn a basic wage which is valued between £21,000 to £25,000.

Most of the audience access the music from attending gigs or from youtube, which plays a major role in Independent studios and music as this is how artists and bands get their music across as it is not shown on the charts as it is not mainstream. Most of the audience also get their clothing from shops and brands such as charity shops, Rokit, markets, H&M, Urban Outfitters or Topshop.
The majority of the audience conform to the stereotypical idea of the genre, as they follow the style of the artists by wearing converse, doctor martens, skinny jeans, black clothing and band t-shirts. The audience usually participate in playing instruments such as guitar, drum or bass.

The uses and gratifications of my music video will allow my target audience will receive a sense of belonging and become part of the indie genre. They will share on social media and obtain the ability to be able to talk to their peers about their interests,genre and media products. This allow a word of mouth from my target audience.

People whom conform to the indie genre are typically students or in low paid jobs. This would determine them to the social grade E, as they will be low paid, minimum wage or receiving money from their institution they are studying at. The other half of the target grade will be in grade C1, in such as managerial, clerical or professional career.