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UK 16-24 year olds enjoy:

British and american TV Show such as Sherlock, Breaking Bad and Game of Thrones.

Studio and independent films such as Her, Skyfall, The Avengers and Boyhood.

Youtube and Vine personalities

Radio stations aimed at 16-24 olds such as Radio 1, XFM and Capital FM.

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Social media is an integrated part of the lives of this age group, with almost all having an account for at least one social media site.

As well as using social media to follow and interact with artists, 16-24 year olds use social media and their music tastes to socialise. Sites such as Tumblr create a space where fans of a particular artist can interact and share over their mutual love of a particular artist.

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Because 16-24 year olds are part of the Web 2.0 generation, they are extremely technically literate and tend to favour non-traditional methods of music consumption. Streaming and legal and illegal downloading is popular among this age group.

However, following the decline of CD sales (19.6% in the second half of 2014), vinyl has become a popular method of consumption with 16-24 year olds wanting to gratify their need for physical copies of albums.

Live gigs and meet and greets are also popular as they give the audience an opportunity to see/meet their idols. They fuel the fangirl/boy culture that has developed among this age group.

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We chose to target UK 16-24 year old males and females as indie music is a popular genre among this age group. Also, a lot of 16-24 year olds who wouldn't class themselves as 'indie fans' still listen to indie music. For example, pop genre fans of artists such as Taylor Swift and One Direction also listen to Ed Sheeran, a mainstream indie artist.

We chose to make our secondary audience geographically specific as Pilgrim is a British band and our youtube analytics show that the majority of our audience is within the UK.