Target Audience Profile

My magazine is aimed at people who enjoy listening to indie rock music. My target audience will be aged between 15 and 30, predominantly men. They will be within the C1/C2 demographic, either at university or in a substantial job that will pay for their luxuries such as attending festivals and gigs. This audience will not be unaccepting of uniqueness but will be more interested in typical mainstream music and artists. My ideal consumer would be:       

Matt from Wellingborough:

He is 22 years old, part of the C1 demographic and currently studying philosophy and media at university. He has a part time job in a local pub and works this as his social life around his studies. He has a passion for music and has indulges in the creations of his favourite indie rock artists. As a philosopher he is knowledgeable, digging for meaning within the music but this is what makes it more enjoyable. He is able to enjoy mainstream music and really understand the message relayed from it. Although he keeps up with his studies and is sustaining a job he is rebellious when it comes to his social life, with a smoking addiction and being negatively influenced by alcohol, he is troublesome within Wellingborough’s nightlife. He’s ‘up for a laugh’ as his friends may say, they all thoroughly enjoy going to gigs and festivals together, they take an interest in festival guides, making the best out of their experience. He and his friendship group have a tendency to challenge authority; this is reflected in my masthead name as it has an element of illegality behind it. Although Matt may wish to appear rebellious through his actions, expected to maintain the conformities of his typical uni lad stereotype, he is in fact, at heart, quite conservative, enjoying mainstream indie rock artists/bands such as Kings of Leon and Lana Del Rey, rather than seeking out new, alternative music. He currently reads NME and Kerrang!, along with FHM. Therefore my ideal consumer (Matt) would read a magazine for the following uses and gratifications:

-          To identify with characters and situations – his favourite artists, there whereabouts, their latest music releases, upcoming appearances (gigs, festivals, tour dates etc.)

-          To be entertained – he has a passion for music and is positively consumed by this music genre.

-          To escape from daily troubles – Stressful workload at university, trying to juggle and find a balance of study, work and play.

-          The opportunity to feel good about himself.

-          Personal identity – to find out more about himself, he is perhaps very alike one of the indie rock artists, a character profile may reveal similarities in character types which may be thought provoking and help him to identify with himself on a deeper level.

-          Social interaction – as a basis for conversation with his friends; talking about plans for the next gig/festival they’re planning to go to.

-          Finding models of good behaviour – a role model will be able to influence his rebellious side and tame his wildness, or do the exact opposite by encouraging him to be free, making the most of life.

According to Young and Rubicam consumer types, Matt would fall under more than one category: He may be labelled as a mainstreamer as he lives in the everyday world, responding to big established brands. However his need to gain control over his own life would make him a Succeeder, his aggressive attitude towards life as a consequence of his highly stressful workload means he needs to relax occasionally, he does this by attending gigs and festivals to let off some steam. I wouldn’t label Matt fully as an aspirer, I think the only part of this type of which matt falls under would be his intent for status which he tries to gain through the way his friends view him, his rebellious nature gains him a dangerous but cool status.