For a magazine of alternative music, specialising in unsigned bands:
Gender: | Unspecified, no audience bias |
Age: | 17-25 |
Interests: | Music, fashion, gigs, discovering new music, the internet (youtube, myspace music, twitter) |
Music preferences: | Indie, alternative |
Artist examples: | Florence and the Machine, Kate Nash, The Scarlet Harlots, Kings of Leon, Jessie J (even though all these artists are signed, they represent ‘what music should be’) A variety of genres, but all alternative to the charts |
Personality traits: | a want to be separate from the crowd/ to be independent, likes to have fun and enjoys networking with people both in real life and online |
Beliefs: | Music should be ‘about the music;' free living/freedom of speech (through music); |
Where they meet friends: | Gigs, online fan-bases of bands, festivals and other exciting, 'non-mainstream' activities |
Likes: | Being individual; going to gigs and festivals; Orange Unsigned Act/Myspace music/Hype Machine/Pure Volume; the exclusivity of knowing music other people don’t |
Dislikes: | Things that are popular, Simon Cowell, TV talent shows, chart music, their parents because they strive for independence |
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