Showing posts with label Target audience. Show all posts
Showing posts with label Target audience. Show all posts

Tuesday, 16 November 2010

The Killers


Another crucial element of understanding the "indie rock" music market is also understanding the band we are creating our video from; The Killers. The Killers are an American rock band from Las Vegas, Nevada that was formed in 2001. The band consists of Brandon Flowers Dave Keuning, Mark Stoermer and Ronnie Vannucci Jr.As an alternative rock band, The Killers draw some of their influences from the music styles of the 1980s. They have been described as Sin City pretty boys with a new-romantic streak.

In order to get to know the band better and the way in which they perceive their own music and style I have included an interview with the band with Neil Howie from Left Lion.com. (see below)


How does it feel to be part of this tour?"It feels really great. It's so cool that we're on this tour and the fact we're the headlining band makes it even cooler. We're really looking forward to it and we're going to make it a show to remember!."

What should people expect from a Killers performance?"I think we are a whole different thing live than on record. We bring a whole load of energy and we definitely try to make every performance something special. We're getting better and better right now, we've had a year of touring and it gets really exciting playing these shows. We're more raw, more brutal on stage. When we connect with the audience and they connect with us amazing things happen."

How have you developed or changed as a band over the last twelve months?"In the live shows as much as anything. Through all the touring we've done we've learnt how to make a live show that really works. At first we were a little nervous and had to concentrate on what we were playing - now those songs are second nature and that means we can concentrate on making a great show. We've been thrown in front of huge crowds a few times now and it's always worked out so we're more able to relax on stage and that's made us a better live band. We've seen the ups and downs of this whole rock and roll thing too. The ups are really great, being able to do this as a career is fantastic, doing what one in a million want, what everyone who plays their guitar in a garage dream of. Being able to play your own music for people and meeting your heroes, we've met Bono, Elton John and David Bowie, is just awesome."
"That's surreal, two years ago these people were only in our fantasies! Now they actually know who we are and appreciate our music. But the downs can be bad - up until a couple of months ago we were still in a van. You hardly ever sleep, you hardly ever go home, in some way it's a mad way to live- most nights I sleep in a little coffin bunk on the floor of the bus - but it really is all worth it. I'm not complaining, you understand!"


What are the other bands on the tour like?"They're great, I'm really looking forward to seeing Bloc Party and I really like that Futureheads record. It's gonna be great."

Will there be lots of rock and roll action on this tour?"Not from us! Off stage we're one of the least rock and roll bands you could ever meet! We're right down to business, it's a bit of a cliché, but we really are about the music. It's such a hard thing to do and it's so much work that you need to rest or you'll get burnt out really fast."

Franz Ferdinand were in a similar position to you last year and they've gone on to be hugely successful, does that put the pressure on you?"Sort of. But in America we're pretty equal. They've been selling a lot of records in the States, but we're catching up. We're doing really well in the UK, so, independent of their success, we always thought we'd be successful anyway. But it's great to see bands even close to what we're doing being successful. It's a positive sign."

What do you want people to take away with them from a Killer's show?"We want them to come out of a show knowing they felt something and they were moved by the songs. We want them to feel good and to know they got something different than just what they would hear on the record. I guess it's a connection, a musical and personal one. But most of all, we want them to have a good night!"

You'll be stuck on a tourbus for almost a month, what will be the most difficult part?"Sleeping on the floor, the bus jerking around, nine other guys around you at all times, the lack of privacy, everytime you look up seeing someone's ass sticking out of a bunk, so many things. But you get used to it."

You're going to thirteen cities on the tour, do you have particular favourites?"I love London, of course! But that's easy. Nottingham is fantastic too, every time we go there it's amazing. All the audiences in Scotland are insane, Glasgow in particular, but we've not had a bad show in England yet, so we're really looking forward to this tour."

Do you have a secret, pre-gig ritual?"Kind of a little one. We have a huddle and sometimes we'll talk about things that might have gone wrong the night before. We talk about what to do, what not to do, how important the show is. Other than that we just hang out and do our thing!"

This interview has given us a real insight to what the band is like and how they feel and perceive their music and themselves as a band. It is important for us to discover this, as the song is targeted at the same audience as us.

Wednesday, 13 October 2010

Target Audience

Now that we have decided the genre and song it is important to identify our target audience. It is necessary to find the right balance when defining your target market in a way that causes your audience to recognize that you are talking specifically to them. It also creates a sense of a brand and gives its members a sense of belonging to a certain community. During our research a website which has been particularly useful is

The website is a project which looks at youth culture and offered a tribal breakdown based on the social glues (music, sport, fashion, technology etc) around which young people gather. This has been vital to our research as one of these "tribes" labelled indie scenesters is the market we will be aiming at, the website has provided us with invaluable information concerning this audience such as their fashion, favourite brands, favourite hangout places and up and coming bands. This information allows us to reach out to this target audience and know what type of people they are and how to attract them which is fundamental to our planning. Not only must our music be relevant to its genre but as this website has shown us young people take themselves very seriously. It is important to them to feel like they "belong" and we must therefore cater to what it is they are familiar with.

This is a short clip from the website summarizing our target audience:



However as seen in the description of "Indie Scensesters"
"like to be ahead of the game when it comes to discovering new music."
So conversely while it is important to adhere to the conventions of the genre it is also important to keep it new, fresh and trendy.We can also see that the media consumption of this audience is very large:

So from this we can tell that it is important to our audience to have a video to their music as they clearly enjoy the visual side of media as their main areas of consumption are the internet, magazines and newspapers all of which are predominantly visual.


Getting to know our target audience

In order to get to know our audience better we have carried out a few short video clip interviews with our peers who we feel fit into this genre/target audience. We have asked them a few questions in order to get a first hand account of what our target audience likes and wants which is important in understanding the conventions which apply to this genre which will subsequently allow us to create a well targeted music video. I have asked one student Jemma Cook, who I feel fits the stereo type "indie" and asked her some questions which we constructed as a group. We all interviewed at least one person and the other interviews can be seen on Hulya's and Aisha's blog.

Question 1
How would you describe the genre "indie rock"?

Question 2&3

What music channel do you watch?

What radio station do you listen to?

Question 4

Who is your favourite musician/band?

Question 5

What is your favourite music video and why?

Question 6&7

Do you prefer performance or narrative videos?

What hobbies to you enjoy?

Question 8

Define yourself in five words