R+P Post 4: Audience groups of interest

Our group were interested in a target audience of indie pop fans, skewed towards girls aged between 12-25. To investigate this audience further, we set up an online survey on SurveyMonkey which we sent to a wide range of people, so that we could gather information about what our target audience was like and also understand what our secondary audience might be.

The majority of our respondents were female and almost all of our respondents were teenage.

We asked what artists they enjoy and why. Many cited that they enjoyed bands such as Bastille and Vampire Weekend, and enjoyed solo artists such as Lorde. 

83% of respondents said they enjoyed the music because they were fans of the genre. The other most popular responses were:

• the music is different
• the music reminds them of the past
• the music sets a mood

We asked them what their favourite artists' image is. Many responded saying they enjoyed their artist's unique image. 

Many attributed this to their fashion sense, which were commonly referred to as 'quirky', 'casual', 'different' and 'colourful'. 

Bright, bold colours were often mentioned, including a mention of 'pastel' colours. 

From this information we gathered from our audience group, we established that people of this group enjoy listening to bands of the pop genre (e.g. Lorde, Arctic Monkeys, Bastille), all of whom have arisen from independent backgrounds. This is good news for our artist, who is a new artist starting out in the music industry and is being promoted by an independent record label. 

We also took on board the fact that our focus group enjoy artists who:

• produce 'different' music
• are quirky
• aren't concerned with being popular
• wear bright colours