Market Research

To conduct our market research, we used the 'UK Tribes' website in order to pinpoint our desired audience. We had already decided that we wanted our target audience to be alternative and leading edge and so it was appropriate to choose particular tribes under these headings. Ultimately, it was apparent that the Young Alt and Scenester tribes fitted our desired audience most: both tribes are regarded as having alternative tastes, as well as setting new trends. Since our music video is featuring a niche song, it is likely that our audience would fit into these tribes because they avoid the mainstream.

Our target audience would consist of both males and females between the ages of 16 and 24; youth is a prominent aspect of our music video and so a young audience would be able to relate more to it. Our audience would be more interested in the smaller, upcoming bands that the alternative scene has to offer and they would be on the lookout for the latest gigs: independent venues take precedence over larger ones. There is not a set style for our audience because that would defeat the purpose of individuality. They do, however, avoid mainstream style choices.

A typical day for our audience would perhaps include:

• Buying/listening to vinyl records
• Listening to music in general
• Going to gigs
• Chilling with friends
• Shopping in independent stores, charity shops etc

Bands that our audience would be likely to listen to:

• My Bloody Valentine
• American Football
• DIIV
• Car Seat Headrest
• Crywank
• Death Grips