Research Into Consumers and Audience.

The general genre for the video and the song would have to be 'indie rock' due to it's blend of sub genres such as indie, southern rock, blues etc. - it's slightly individual in it's make up.

Looking at other bands who've influenced the song and their similarities to the song, such as Beck, Cage the Elephant, and Foster the People, I can safely say that the target audience will be very similar.

Audience Profile.

Gender - Male and female.

Age - Early twenties to early thirties.

Style/Demeanor - Retro/laid back/comfortable

Social Class - Lower and middle.

Media Intake - Magazines, blogs, radio

Occupation - Varying: Media/Fashion/Art/Student

I also looked these bands up on iTunes, and looked at what consumers were purchasing as well as these artists. This gave me a more accurate idea about who I would be potentially aiming this video at.

As you can see other artists bought by these consumers were Radiohead, The White Stripes (another influence), Gotye, Bombay Bicycle Club etc. All of these bands belong to a similar 'alternative' genre, and people recognise this and use genre as a tool to seek out new things. 

This is the type of audience I want to access.