Target Audience Research

Delphic are a manchester based Indie/Electro band, they are a relatively new band to the scene that have just recently came third in BBC sound of 2010 poll. They are not, they say, "a bog standard indie band of the sort that was in plentiful supply when they formed in 2007" or "one of the many electro acts that caused dance music to lose its soul and are definitely not one of those groups still desperately clinging to the Madchester glory days." They have frequently been featured in the prestigious music magazine NME as a favourite new band, for example I first noticed them in the Radar section of the magazine. Therefore I have taken some of the facts to relate to our target audience for this video. The median age is 23 and I would predict that our target audience would consist of 16-25 year olds, specifically due to the genre of the music and the more adult theme of the video, also due to the fact that the band are quite young themselves, the music is quite electro and progessive, aimed at the younger audience.

Furthermore a typical reader of NME would be labelled as an "Indie Kid" therefore to analyse what that means I took definitions:

Urban Dictionary defines it as: "Mainly teenagers who all share a common love for the arts and music. They listen to many bands most people haven't heard of and tend to dress however they want, usually ruling out the rules of fashion"

Whereas the website www.uktribes.com suggests that indie is "A staple of British culture since post-punk and the early 80s" going on to say That people defined as Indie Kids are "A confident, energetic and enthusiastic tribe, which have become one of Britain’s largest and most influential. Musically, Vampire Weekend, MGMT, The Killers, Klaxons, Friendly Fires, Bloc Party are currently important – and members don’t go off a band just because they have chart success. Indie kids are particularly fond of bands with teenage members so that there’s a small gap between the band and their audience. All Age gigs and festivals are extremely popular and are indicative of the emerging ‘youth pride’ of this group. Instead of having to fake ID to get into gigs, Indie Kids have taken over the party – and if you’re over 18, you’re not coming in. Fashion-wise, the uniform of Converse and skinny jeans, fringes, band T-shirts and lots of jewellery remains unchanged. Clothes are second-hand not vintage."

This definition highlights exactly what an Indie Kid might be and mentioning bands such as Klaxons, Friendly Fires and Bloc Party helps me highlight the audience for Delphic. The Manchester band could easily be linked with these three highly popular names in music style and the idea that Indie Kids like unknown music helps my case of choosing indie kids as my target audience.

All of this research helps me realise that my assumptions of my Target Audience are correct, that a young 16-25 "indie kid" is my target audience.