Evaluation Question 5 draft

EVALUATION ACTIVITY 5
How did you attract/address your audience?

I think my audience would buy my magazine because the graphology would appeal to them. The oversized text on the cover is eye-catching and the simple layout throughout is not 'busy' and gives a calm, relaxing feel to the magazine . 
As an indie/alternative audience, they are always on the look out for things that are somewhat out-of-the-ordinary, which my magazine is.

I used my target audience of 'indie scenester's' likes and interests to improve the amount that my magazine appeals to them. Indie scenesters are always on the look out for new and upcoming artists. I included a feature on the contents page of my magazine titled 'Going up', which would be a section of the magazine devoted to these artists which my target market are interested in, so upon reading this, my audience would want to continue reading.

My audience are fans of indie artists, and I have styled my artists to conform to the appropriate genre conventions e.g. through clothing choices. The age of my artist is also within the age I am targeting my magazine at, so an artist of a similar age as my readers may make my magazine more relatable to my audience than if the artist was not of  a similar age.

I used some of the conventions of other successful indie magazines, including a simple layout for each page, and pictures that are typical of my genre (angles, filters, backgrounds).

A way I aimed to attract and appeal to my audience was by deliberately not including features that would make my magazine seem over-commercialised, as if it is trying too hard to sell itself to the viewer. Adding familiar symbols of social networks and writing 'Follow us on Twitter!!!' would have done this, so instead I only included the magazine's website address in the bottom corner of each page, branding each page without demanding attention from readers on social networks. I did this in hopes that it would make my magazine seem refreshing, and not 'just another music magazine', full of clichés etc.

I think my language use would also appeal to my young audience. My language register is informal, which naturally makes it more entertaining so they would enjoy reading it more than other magazines of the same genre. It also creates a more friendly tone. I have used colloquialisms and slang to further appeal to my intended audience as they are language features commonly associated with being included in their sociolect.

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Audience Profile

Name: Jess Adams

Age: 18

Interests: Music, art and photography, blogging, going to concerts with friends.

Brands they like: Converse, Vans,The Quietus, Soundcloud, BB Records, Cheap Monday, The Stool Pigeon, Rough Trade.

Magazine habits: She currently reads The Stool Pigeon and The Wire. She can afford The Wire's price of £4.50 because it is monthly, not weekly, otherwise she would not have enough disposable income. 

Occupation: She works in clothing retail which provides her with some extra money that she can us to purchase magazines. She is a full-time art student so some of her money goes to supplies.  

Fashion: She likes to wear skinny jeans with a pair of Converse or boots. She has a large selection of checked shirts and knitted jumpers that look like they belong to her granddad. She likes to complete her outfits with a hat from her collection. Her favourite shirt is a Victorian blouse. 

UK Tribe: Indie Scenester.

Image: http://thedesignfiles.net/2013/10/new-kids-on-the-blog-brooke-holm/

Audience Research

UK Tribes Prediction Of My Target Audience
'Indie Scensters'

"Spending hours trawling through records, Indie Scenesters have their fingers on the pulse on the current artists du jour…

Indie Scenesters are dedicated to finding the newest music, exploring all avenues to get there – online, print, record shops, club nights and word of mouth. Staying ahead of the curve is a must, but it’s borne out of a genuine love for music – and this is what separates them from those more fickle dabblers and dilettantes, the Hipsters. For Indie Scenesters, there’s nothing better than discovering new artists and spreading the love.

Guitar music has seen its cool usurped by the rise in electronic-synth based music in recent years, and Indie Scenesters have broadened their musical tastes as a result. It’s no longer just about indie rock bands like Vampire Weekend – Indie Scenesters have embraced experimental, genre-blending artists like Four Tet. Yet, the Indie Scenester approach remains the same – it’s about championing independent artists rather than a specific genre, especially before the masses get in on the act.

Potentially having their own music blogs and club nights (or at least dreaming of it), Indie Scenesters are more concerned with building up their vinyl collections than conspicuous consumerism. The sounds of the moment are ever changing, but currently include Youth Lagoon, Beach House, Animal Collective, Kendrick Lamar and John Talabot, as well as old favourites like Caribou and Thom Yorke.

Boys and girls are rocking similar looks – skinny jeans, vintage and Converse/Vans. Their high street staples focus around the functional and unisex – Uniqlo, Cheap Mondays and American Apparel".

Taken from UK Tribes- http://www.uktribes.com/tribes/indie-scenesters

Brands

                                     

Media 

Spotting Indie Scenesters

This Tribe are major players, and they know it. Oozing confidence, bordering on arrogance, they are obvious and unapologetic about their passion for living in the moment; unconcerned with anything but listening to their iPods and getting drunk...

Influenced by using ‘music as a fashion accessory’ this Tribe are motivated by being ahead of the curve (and their rival Leading Edge Tribes) on all the latest trends. This makes Indie Scenesters unpredictable, as fashion in every sense of the word becomes recyclable in this Tribe. True Indie Scenesters aren’t obsessed with brands in the conventional sense–well maybe a few (including Converse, Rough Trade and Vans) but they’re fashion leaders rather than followers, wearing anything from plain dark jeans and a V-neck one day to bright neons the next.

And in authentic Indie Scenester spirit they have a tendency to follow only a handful of bands at once. This is not to say the Tribe would abandon their Indie Scenester influences if a band made it to the big time, but they continually reinvent the Tribe by embracing new music and sacrificing appearance for small, sweaty, intimate venues where the best music originates.

They enjoy mainstream festivals, but opt for smaller gigs (mud baths) rather than those offering VIP tickets and hair straightening facilities. You will most likely find them rocking to new sounds at the intimate Shambala Festival in Northamptonshire, Symmetry Festival in Peterborough or Field Day at Victoria Park in London. This Tribe are dedicated to their musical roots and unmoved by the rise to success; even if they treat music magazine NME like the Holy Grail.

Inspired by fresh, unsigned acts, this Tribes presence is felt everywhere. Online communities such as drownedinsound.com pave the way for discussion and discovery outside the conventional top 40 and Indie Scenesters are not afraid to be heard. Many write opinionated blogs representing contemporary elements of a temporary scene. They stand united and they stand out. Read at your peril.

Ultimate Guitar Forum

From UK Tribes: Spotting Indie Scenesters- https://www.uktribes.com/articles/spotting-indie-scenesters


To conclude... (Note: This is a generalisation) 

My target audience will be aged between 17 and 25 years. Their hobbies will most likely include going to music festivals, keeping a blog, finding new music from unsigned artists, drinking, and spending a considerable amount of time immersing themselves in music. They will maybe see themselves as a creative individual, with something about them that makes them distinguished from other people; a special snowflake. My magazine will be for both a male and female audience so I must ensure it will appeal to both genders. They are young adults who relish anything out of the ordinary, so they will want to read a refreshing magazine, dissimilar to others currently on the market and that is capable of offering them something new.  

In terms of music taste, they will listen to a range of artists, from Vampire Weekend to Kendrick Lamar. They will search anywhere and everywhere to discover the latest artists, then will report their findings to other alternative music lovers. As their musical tastes are broadening all the time, experimental, genre blending and synth based music is becoming increasingly popular with my target audience. As 'Indie Scenesters', my audience's passion for music makes them an ideal target group for a music magazine- they will be more likely to buy music magazines than some other target audiences. 

My audience will tend to have part-time jobs, probably in the public sector, though they dream of a music-related career. Being employed means they will presumably have enough disposable income to buy magazines with. This audience's preferred music magazines at the moment will be The Wire, Loud and Quiet, Wax Poetics. 

When it comes to fashion, my audience will wear items from independent clothing companies or pieces that you will not see anybody else wearing. While indie is quite a niche genre, some of the audience will wear clothes that are stereotypical indie clothes, popular among many people who wish to stand out from the crowd, yet blend in because so many people are wearing these 'so indie it is no longer indie' clothes. 

Vintage items will surely make an appearance in an indie scenester's wardrobe, along with waistcoats, band t-shirts, ties, often checked shirts with knitted jumpers, but clothing that could be considered 'wacky' may also feature. There will be a pair of Converse shoes in there somewhere. The fashion is very versatile; from smart outfits (an unusual shirt and skinny jeans that look somewhat formal), to clothing that could get you mistaken for a homeless person. 

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