In the first part of my target audience research I looked online to collect already relevant data; the website Infogr.am proved very useful in giving me previous results to work from and to further conduct my own primary research from.

From the picture above, we can see the broader demographic of fans of alternative rock music in the form of an age group. This is not surprising as me and friends who like this genre are also in this primary demographic group. Further supporting this certain age group being the primary group, below is a photo of the crowd at the Arctic Monkeys Reading festival set, we can that the audience is predominantly from the 16-25 age group.

By looking at the gender information, it is clear that alternative rock is mainly followed by the male gender, which I will try to appeal towards in music video. This will be achieved also by everyone in the video, in both the narrative and performance pieces being male, in order to appeal to a larger audience, to gain maximum views and good perception for my video.

Above shows the typical Ethnic groups to be fans of Alternative/Indie rock music and my first thoughts are that the results are what I clearly expected. Typically Black people are seen to prefer Hip-hop and R&B music, and so it is clear why they are a minority group in retrospect to the fans of alternative rock music. Also the vast majority of Artists in this genre are White, such as Kasabian and The Kooks, whereas similarly most Hip-hop and R&B artists are Black. Following with generic conventions my video will feature mostly if not all white characters, in order to appeal again to the mass audience.

The next chart shows majority of fan base in England through location. Unlike the other previous charts this has surprised me with The Capital and South East region being predominant listeners of Alternative Rock music and the North being lesser. This I found hard to believe as much of the fan base and location of the where the leading Artists in this genre come from is from the Midlands and Northern areas of the U.K. The North of England is where artists such as Jake Bugg, Kasabian, The Arctic Monkeys, Oasis and the Kaiser Chiefs originate from, coming from Cities such as Nottingham, Sheffield, Leicester and Manchester which are very large cities. However though the South does have Artists such as The Kooks and Jamie T coming from that area; which could contribute to fan base, however I still think that the North does have a higher fan base for Alternative Rock music.

The data here shows that when asked, people preferred a mixture of performance and narrative in an Alternative Rock music video. This isn’t surprising data as it is typical in the majority of music videos in this genre. The data is also reliving as I planned my music video on being both narrative and performance based, again this will hopefully increase the authentic look in my production.