TARGET AUDIENCEWho typically buys this

genre? How do you know?Arfa Shah Candidate Number: 4739

BACKGROUND INFORMATION

The Dykeenies are signed under an independent music label called "Lavolta Records" therefore, naturally, indie rock bands go back to basics and rely on touring, gigs, word-of-mouth and radio promotion. The band have a laid-back, playful almost childish image which suggests that they tend to attract a younger more developing audience such as young adults aged from 15-24 due to the indie rock genre being a genre that strays from mainstream culture meaning that it is free to explore sounds, emotions and factors of social concern that allow them to appeal to their target audience.

TARGET AGE GROUPAn example of the target

audience is on a group page called "The Dykeenies" on social networking site, Facebook. The print screens show that most of the fan base consists of teenagers and young adults aged at least 15-24. Furthermore, the fact that "The Dykeenies" promote themselves on social networking sites such as Facebook and MySpace proves that they appeal to a younger audience as these networking sites have become more popular amongst audiences aged 13-29, a relatively young audience as the next slide shows.

EVIDENCE OF TARGET AGE GROUP

A survey by "Clickymedia" found that over 7 million users, both males and females, on facebook in the UK are aged between 13-29, a perfect avenue for indie rock bands such as "The Dykeenies" to aim their music to. "Clickymedia" also compared their findings to other age groups and found that "13-19" year olds and "20-29" year olds were the dominant age group. The fact the most dominant aged groups are aged "13-19" and "20-29" tells us that we should be appealing to those age groups in order to pull in a more modern and young audience that can relate to "The Dykeenies" image and music.XFM is a radio station that plays host to bands who hail from alternative, rock, indie and brit-pop backgrounds. An XFM Ofcom report in the Manchester area found that 15-34 year olds favour bands that are "credible, youthful and committed to challenging the aesthetics of mainstream pop music".

SUMMARYTo conclude, young adults both males and

females aged 15-34 are more likely to buy this genre as it is youthful, goes against mainstream culture and the band's image appeals to this target audience as it is youthful, fresh, original and relaxed.