Demographic Research

What is Indie Music?

The full name for indie music is independent music; this genre of music is approached as a recording and publishing on your own. This gives the artist the freedom to be independent to the major record company, Just like Owl City and his record company, Universal Republic. We see that Adam Young, the only member of Owl City, started his independent music on MySpace, where he was discovered.

Who listens to indie music?

Having looked at the statistics we have noticed that the target audience for Indie bands such as Owl City would be more so American males between 20 and 30 years old. This means that more people would be able to relate to Owl City as he is also a male in this age group and is also an American. We believe that people listen to this music to get inspiration for their own music careers.

We can see that the target audience are also musicians that who have been performing and/or song writing for up to 15 years. This audience also seems to be technology literate as most of them have Computers. This may also be one of the reasons why the audience only spend less than £100 on Books and videos. This could be because people can access most of this information on the internet. However, Research has also shown that the target audience spend between £1 and £500 on CD’s and MP3. Therefore when Owl city is promoting a song or/and anything interesting to his target audience may be to use the internet. We believe Owl City has also used his website to do just this.

Who Listens to Indie Music? (Graphs and Tables)