R+P Post 14: My Target Audience

Target audience - young people aged 12-25, skewed towards girls. We decided to carry out an audience research survey in order to be able to create the right reach and appeal for our target audience. We found out that over half of our respondents listen to indie pop often or sometimes, and generally more girls listened to indie pop than boys did. Additionally, most respondents say they appreciate artists who are politically/socially active, and identify with artists who share the same sexuality as them. This is why we have chosen to make our artist gay, and an active supporter of LGBT+ rights and issues. This will make her a good role model for LGBT+ youths to relate to, as well as proving to be socially and politically active, showing her as a grounded person so our target audience will trust this more authentic image.

Our target audience

Secondary audience - any fans of the indie pop genre. As over half of our survey respondents said they listen to indie pop, it is a large audience that we can reach via a 360 degree marketing campaign and appeal to all ages. The most popular reason for enjoying indie pop music in our survey was because it sets a mood, so we will try and convey the mood of the music through our music video, website, and album cover. Additionally, our audience survey showed that the audience appreciate when an artist shares the same political and social beliefs at them, so creating a gay artist who supports All Out, a pro LGBT+ charity, shows her social beliefs in an authentic way.

65% of our audience research sample said they listen to indie pop music to set a mood. Click photo to enlarge.