Audience Research

What do audiences consume?

Indie Music

The term 'Indie' is used to descibe any music independentally produced or working within the network of independent record labels and underground music venues. Our chosen band, 'Littlewing' (a 3-piece indie/alternative band from Buckinghamshire), perfectly suit the genre. Consistantly, indie bands provide a genre of music which is very authentic and often described as DIY. Indie music is for anyone and everyone to listen, not just the so-called niche indie fans.

How do media industries target those audiences?

It is evident that within our chosen demographic, young adults, social media and digital media is largely how music is accessed.

Interestingly, our genre displayed the largest amount of distribution online - 24%. Thus, this is why we think it would be relevant to distribute our music video on YouTube, now a massive platform in music distribution.

Perhaps unusually, some lesser known artists have the highest earned media value for the brand. For instance, while Taylor Swift has 25x the number of followers on Facebook as Sam Smith, and 15x the audience overlap with Target, the brand saw $1.8 million in earned media value in the month following the Sam Smith release, compared to only $663,000 for the Swift release. 

An interesting statistic following online distribution displaying how much it had progressed over recent years:

TOTAL PLAYS

+363% from 2012
+95% from 2013

Sources: Spotify, YouTube, Vevo, Soundcloud, Vimeo, Rdio

434,695,663,626

Similarly, fans have been able to be increasingly involved in the following of their favourite bands. Social Media platforms have enabled fans to directly contact artists as well as feeling more involved in the making of their music.

TOTAL FANS

+202% from 2012
+186% from 2013

Sources: Facebook, Twitter, Instagram, SoundCloud, YouTube, Vine

17,335,824,480