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The typical 'indie' style usually involves very casual and relaxed clothing. This includes oversized jumpers, denim jeans and jackets, long t-shirts, bright patterns/colours, band tops, chunky boots and fashionable trainers. Hair styles are overall very messy for both male and females. Long curly hair is popular amongst males and short tousled hair with fringes is popular amongst females. Make-up style includes black winged liner with subtle eye-shadow and bright lipstick. Tattoos and piercings are also common style features as they make the individual more unique and eccentric.

Those confirming to the indie genre enjoy listening/watching music at live gigs and musical events such as festivals. This also gives them the opportunity to socialise with friends in lively and fun atmospheres. Other hobbies include creative subjects such as art, film and photography which they can display on their social media accounts. Watching films at the cinema and streaming them at home via Netflix and Lovefilm is also popular to keep up to date with the latest trends in the media industry.

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From this source I have discovered 70% of people who listen to indie rock/alternative music are males.  This is due to males dominating the indie genre as most indie artists are male who can therefore relate to their audience. This creates a sense of bond within their social group in addition to having a relationship with their artist.

Over half of people consume music via social networking sites such as YouTube, Twitter and Facebook, rather than downloading music. This is because music can be accessed for free via the internet rather than downloading the music via iTunes which is costly.

It is known that attending gigs and festivals is a common hobby fulfilled by those confirming to the indie genre. The vast majority who attend tour/gigs 'sometimes' are male who dominate the audience at events. This again creates a sense of belonging in within a social group who have similar interests and tastes.

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https://infogr.am/Analysis-of-Audience-Group-Analysis-of-Audience-Research

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From watching my music video my target audience will receive a sense of belonging and being apart of a community. They will be able to talk about the video with their peers especially if they find it controversial and interesting. They will hopefully be able to relate to the narrative of my video which will feature a teenage girl who confirms to the indie genre and is of the correct age. The audience will feel like the video is personally addressed to them.

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Because my target audience is aged between 15-30, the majority will still be in full time education either studying at secondary school, sixth form, collage or university. Some will have part-time jobs typically in retail at the weekends in order to gain work experience and money to fulfil their hobbies and interests. Those who have left education (over 18s) will have low paid and skilled jobs, typically of the D NRS social grade. The NRS social grade is system of demographic classification used in the UK in order to classify audiences for market research. Those belonging to the E social grade (the lowest group)  are non-workers who are pensioners, casual lowest grade workers or students. Those belonging to the D social grade are of the working class and are semi/unskilled manual workers. My target audience  belongs to the D and E social grades mainly because of their young age and lack of experience.

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My target audience is men and women aged between 15-30 years old. This age group is typically interested in style trends, music culture, celebrity gossip, music festivals and gigs. My target audience is heavily involved with the latest modern technology such as smart phones and tablets in order to keep up with the latest social media trends.  Most people in this age group have at least one social media account (e.g. Facebook, Instagram, Twitter, Snapchat, Tumblr) which they use to communicate with their friends and follow to celebrity figures. The most popular social media platform to watch music videos is YouTube (which I discovered from my questionnaire feedback), a free video-sharing website owned by Google. Therefore when I distribute and market my finished product I will make sure to advertise the video on social media and release the video on YouTube so that my target audience will view it.

Besides watching music videos regularly, my target audience also attends music festivals such as Glastonbury and Reading/Leeds in addition to gigs. These events fulfil their hobbies and interests of watching their favourite artists perform live in world-famous venues such as the O2 Acadmey and Arena.