Readership Profile (target audience)
My main target audience for my
music magazine will be aimed at both genders between the ages of 15-25. In
terms of income, there will be younger individuals (aged 15-19) who will earn a
small/low disposable income- this may be from either a part time job or
allowance received from their parents which they will spend on the latest music
tracks (iTunes/CD's) music magazines and gigs of a small scale/local unsigned
music events. The slightly older individuals (20-25) are beginning to enter
'adulthood' meaning they're entering full time work/established employment (and
would have either completed a university course in art and design, fashion
textiles or a course related to creative media). This also means they're either
showing a particular interest in moving out of their family home or have
already done so. Their disposable income will be higher than the 15-18 year
olds due to being in full time employment - in terms of demographics they would
fall into the A, B and C1 category suggesting they're affluent/heading in that
direction. My target audience will consist of individuals who share a passion
for music but in alternative, distinctive styles- they are huge fans of
indie/indie rock and obtain a lifestyle devoted to their love for music - this
includes attending gigs, festivals and concerts.
My mood board reflects the type
of teen/young adult I will aim to appeal to within my target audience- I have
paid particular attention to fashion and festival life. The reason I pay close
attention to fashion is purely because these individuals are incredibly fashion
conscious in the respect that they want to look unique/stand out in a crowd;
these people don't want to wear mainstream trends, they want individuality. I
have deliberately featured the Topshop, Topman and River Island logos to
emphasise this target audience's interest in fashion, they won't buy from
cheaper brands/stores such as New Look purely because everyone else is wearing
the same. The aspect of festival life demonstrates how their passion for music
can be fulfilled in a positive atmosphere with amazing vibes. The text "I
can't go a day without listening to music" emphasises their penchant for
the music world and the music itself. I feel the target audience as a whole can
make emotional links to song lyrics in the sense that they can become relatable
to social situations or relationships.
Willow Oakley, 18
Willow is an eighteen year old
sixth form student; studying art and design, media studies, textiles and
English Literature. She’s keen on fashion and is always seeking out quirky yet
individual trends. Her spare time is spent battling her never-ending heavy
workload, shopping in retail/high-street stores with the likes of H&M,
Topshop, River Island and occasionally Urban Outfitters when she has saved up
enough money for a day out into London, getting there via the tube (public
transport), with a few of her close friends. Willow works part-time in a coffee
shop earning £6.20 an hour- on her breaks she quenches her thirst with a cuppa
(one sugar) whilst reading magazines like Kerrang, imr and Q to keep herself up
to date on new upcoming artists and also what's going on in the music
world/industry. Willow would easily choose music artists with a distinctive
style over a more popular artist such as Rihanna or Beyoncé. Her favourite
music genre is indie(alternative)/indie rock. Willow prefers to arrange a
social gathering in a coffee shop such as Costa then get absolutely paraletic
at a house party which gets broken up by the police due to ‘noise complaints’.
Willow is on several social media sites- Instagram, where she shares pictures
of her and her friends at various gigs/concerts, Twitter, where she embraces
the opportunity to voice opinions/follow her favourite celebrities/artists such
as Bowling for Soup band members and Artic Monkeys and Facebook, where she shares
links of YouTube videos of her favourite songs and keeps in touch with family
members who live abroad and also long-distance friends she met whilst
holidaying with her mum, dad and younger brother in Mexico, Barley, Thailand,
Africa, Costa Rica, etc. Willow is well
travelled and due to this has a penchant/passion for culture. Willow isn't much
of a fan of partying and consuming unhealthy amounts of alcohol but will
happily attend Reading Festival and Truck religiously with a close group of
friends- seeing both upcoming artists and well established, popular artists
such as Jake Bugg. With regards to psychographics I feel Willow would be
considered an 'explorer' due to the simple fact she is still a student- but
also because she has experience with travel and a penchant for culture; also
being hungry for adventure. Willow is an explorer in the sense that her
individuality allows her to be the first to try new products/new brands which
fuels her social currencies. I also consider Willow an 'aspirer' because she is
materialistic, acquisitive and oriented to extrinsics. She has charisma,
persona and fashion. In terms of items that Willow purchases or orders off the
internet attractive packaging is more important than the quality of the
contents. To her, presentation is key.
Aiden Flynn, 22
Aiden is a 22 year old male
originally from Oxford. He finished an art and design course at Oxford Brookes
University 5 months ago and is now working as an animator in London. Aiden has
lived in his new apartment for 3 months with long term girlfriend Thea, who he
met whilst in sixth form. Aiden moved out of his family home officially after
finishing university and began permanent employment. Aiden is within the A and B demographic as he
is a professional and would earn between £35,000 and £100,000 a year. Despite having a newfound busy career, Aiden
will still make time to feed his music obsession by attending concerts with
mates who share the same music taste. After a long day at work Aiden will crash
on his black leather sofa, switch his 52" flat screen TV on, crack open a
can of beer and relax as he becomes engrossed in music magazines that he has
been buying since his teenage years, keen to keep "in touch" with the
latest music news and upcoming artists. He reads music magazines like Kerrang,
The Wire, Q and many more. Aiden is incredibly interested in fashion, wanting
to look "dapper" when he goes to work but then again wants to tone
his look down when out with mates. He shops in Topman, Aiden has attended
Reading Festival for 4 years to see bands/artists like Artic Monkeys, Sonic
Youth, Bon Iver, The Kooks and Mumford and Sons. Aiden's passion for music
plays a great role in his dress sense- wearing patterns and a mixture of
colour. Aiden has an iMac, iPod, iPad and is incredibly 'clued up' in terms of
technology, using it to stay in touch with friends and also to access sites
such as YouTube and Spotify. In terms of
psychographics Aiden is considered a 'succeeder' meaning he has strong goal
orientation, confidence, a great work ethic and organisational skills. He has
stability within employment. His brand choice (when purchasing) would be based
on reward, prestige - the very best. I would also label Aiden as an 'explorer'
due to having strong energy and experience, welcoming challenge. Aiden would
also be a 'reformer' because he has freedom from restriction, personal growth,
social awareness, value for time, independent judgement, tolerance of
complexity, anti-materialistic but intolerant of bad taste. Curious and
enquiring.
Due to having a slightly broad
target audience (ages 15-25) I felt it appropriate to go into detail of a
younger member/example (Willow Oakley) and also an older member/example (Aiden
Flynn) of individuals my music magazine will be aimed at whilst having
psychographics and demographics in mind.
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