As Russian Red is an established indie pop artist we will attempt to aim for the same target demographic as that of the typical indie pop audience, while also considering the demographic of her already established fan base as it is likely that thorough research into this fan base we can discover more about the kind of people we need to address in our own music video. I will research the typical age, location, social background, gender, spending habits, and interest of both the stereotypical indie pop audience and Russian Red's current audience in order to find out more about the kind of audience we need to attract and address with our music video and I will suggest ways in which we can do this by making use of the information from the research.
To discover the typical demographic of the stereotypical indie pop fan I will use information gained from the audience of the ten most currently popular indie pop stars (according to last fm)
The age of the typical indie pop fan is usually considered to be somewhere between 15 and 25, as this is an age when the audience is more likely to search for new music themselves instead of what is most popular in the charts. They are therefore most likely to find more unknown or underground artists, such as many indie pop artists would be. This audience are still young enough to enjoy the pop aspects of the genre such as the catchy beat, bright colours and happier tones, as well as now being old enough the appreciate the deeper themes, undertones and individuality of indie music. This age bracket is also the most likely to be making use of social media, which is the most common media outlet that indie pop artist's use for marketing as it is very low budget, which means this age bracket is more exposed to indie pop artists and their music, making them the logically most likely to be fans of the genre.
Graph of the ages of the top ten listeners of each top ten artist (on last fm)
Graph of the ages of the top ten Russian Red listeners (on last fm)
We can see here that most of Russian Red's average audience is within this same 15-25 indie pop age bracket.
Together both these graph show that in order to attempt to attract the same audience as that of the stereotypical indie pop audience and those that are in Russian Red's already existent fan base we must address and attract people 0f the 15-25 age bracket within our music video, we can doing things such as having actors around this age in the video.
Location
The location of the typical indie pop audience, as with most genres, seems to be in places such as the UK, America and other English speaking countries as it is the most common language for songs to be sung in, prove of this and be shown in my graph of the locations of the top ten listeners of each top ten artists.
However this can vary slightly depending on where the artist is from.
Graph of the locations of the top ten Russian red listeners
From this graph we can see that the largest amount of Russian Red's fans are from Europe, particularly Spain, and from Spanish speaking South American countries such as Brazil. This is most likely due to Russian Red being from Spain. As we can see that mainly English speaking audience is also represented here as that is the language she usually performs in. Although not shown on this graph, from looking at her audience on Youtube I have seen that she also has a sizeable Asian audience.
This research shows that the stereotypical indie pop audience is from the mainly English speaking countries such as the UK which means it is people from this location that we will need to attract and address in our video. From my particular Russian Red research I can see that it is important to also attract the people from the same country as the performer, the performer we will use to act out the part of Russian Red will be from the UK, making it doubly important to attract and address this audience. To attempt to gain the fan base Russian Red already has we may also attempt to attract and address people of Europe (especially Spain), people from South America, and people from Asia.
Gender
The gender of the stereotypical indie pop audience seems to be female, as they can often relate more to the issues that the female indie pop stars write about. In general in most main genres there seems to be a majority female audience, but within indie pop this gap appears to be a lot closer.
Chart of the genders of the top 10 listeners of the top 10 artists on last fm.
Chart of the genders of the top 10 listeners of Russian Red
My chart proves that the stereotypical indie pop audience is mostly female, although the gap between the amount of female and the amount of male fans is much smaller than it is in other genres with a mostly female audience. In Russian Red's case this gap is even smaller, with only two more female listeners than male. This means that although we should mostly attempt to attract and address a female audience we should also attempt to attract a male audience which we can do by using the Andrew Goodwin idea of voyeuristic treatment of the female body, while the use of a relatable female star image should attract and address women.
Spending habits and interests
Ideally our audience should overall be people with a keen interest in music with some disposable income to pay for it. Most indiepop audiences stream music from the internet as they will often find new indiepop music on music sharing sites, as this is a cheaper way of marketing and getting people to listen to their music for the indie pop artists. It is music sharing websites such as spotify, last.fm, soundcloud and youtube which are often the most popular for them to listen to and stream music through. The youtube audience is the one which will be the most important to us as this is the site that we will post our music video to. On these various music streaming websites, after listening to the music for free, the fan can then follow a link to websites such as amazon and itunes where they can buy it for themselves. Often indie pop fans look at different blogs such as indieshuffle.com to find new indiepop artist to listen to and listen to new music embedded in the blogs. They are often also interested in visiting the websites of various artists as they are want to find out more about them, through things such as links to their social media pages in the website. It is therefore important that we make sure to include everything that the indie pop fans expect to see on one of these websites in our own websites, so I will take the time later to research the websites of similar indie pop artists in order to see what fans will want and expect to see in our indie pop website.
As well as downloading music from the internet some fans may be interested in buying a physical copy of the CD, in order to attract more fans to buy the CD the digipak for it must be interesting, so I will research digipaks of the CD's of similar artists who have managed to sell theirs, so I will know what we need to have in our to attract the same indie pop audience. However online streaming does seem to be the most popular way for this audience to listen to the music they like, indicating that the social class of the stereotypical indie pop fan may be working, as they don't have enough money for the physical copies of the CD. Indie pop fans, as well as being interested in listening to and buying the music of their favourite artists are often also interested in going to see the artists perform life. This means they will often pay money for tickets to go and see them life in concert and will often buy merchandise from the artist there. As well as wearing clothes from the artists they like many indie fans will be interested in getting the indie pop 'look'(which I will go into further detail on in another blogs), they will buy different clothes, and hair and make-up products in order to achieve this 'look' .
Overall Demographic
From all the research I have gathered here I am able to see that a person from our ideal demographic is a stereotypical indie pop fan who is between the ages of 15 and 25, a female and from the UK. They should have either a working class social background or be a student in full or part time education (based on the 15 to 25 age bracket and the lack of money to spend on physical copies of the CD's I have predicted that it is likely many people in our target audience will be students). They should be interested in music as a whole- including purchasing it on some occasions, and have a good, well balanced social life (so they are more likely to go out to concerts). Fashion and shopping should also be one of the things they are interested in so they are more likely to have the indie pop 'look'. Now that I know are target demographic I will interview some people who meet this criteria and ask them some questions about what they would like to see in our music video, so that we can attract and address this audience within our video.
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