Audience Profile

Age: 16-30 years

Gender: predominately female, but also male teenagers, who define themselves as 'indie'

Occupation: students, may possibly have a full/part time job

Background: predominately middle class teenagers, from suburban and city centre areas.

Likes:

• Festivals
• Acoustic/alternative music
• Unknown bands
• Abstract or knitted clothing
• Urban Outfitters
• Vintage items
• Cats

Dislikes:

• Most pop music
• Pessimistic people

Ambitions: to become artists themselves, or to work in another creative job, or in media.

Musical preferences: Arcade Fire, Miles Kane, The Stranglers, The Vaccines, Arctic Monkeys, The Beatles, These Furrows, Blur, The Coral, The Horrors.

Looks up to/idolizes: Alex Turner, John Lennon, Alexa Chung, Daisy Lowe, Nick Grimshaw, Stephen Fry.

Media consumer habits: watches British and independent films. Watches Never Mind the Buzzcocks, The Mighty Boosh, IT Crowd, music and world documentaries. Takes interest in current affairs. Reads magazines like NME, Vice and Clash. Buys the physical copy of an album in either CD or vinyl format.