The urge to just put up a picture of myself in this post was rather strong, but I successfully resisted that idea, and now it’s an essay of 900+, caffeine-fueled words used to describe me (i.e. the target audience of alternative/indie music) instead. Happy reading?
As the realm of alternative/indie music is characterised by an inherent uniqueness and defiance of conventions, what constitutes the target audience of alternative/indie music and music videos seems ever-changing and fluid to me. However, there still exist a few broad characteristics that can be used to encapsulate the vastly diverse audience of these genres of music.
Considering the diversity of alternative/indie artists I have examined in my earlier posts, it wouldn’t be inaccurate to say the target audience for alternative/indie music videos can be considered likely to be socially and politically conscious, actively supporting artists whose work may also be politically charged and examines issues related to social justice, identity politics, etc. This is synonymous with saying that they are also more likely to be open-minded and accepting of different identities, cultures, and ideologies (e.g. in the form of supporting the inclusion of LGBTQIA+ individuals in the music industry), making them a key demographic for artists who want to reach beyond the boundaries set by mainstream music and challenge the status quo, e.g. this might including challenging harmful conventions like what Laura Mulvery describes as the male gaze.
This also ties into the idea that alternative/indie music is shaped by a sense of authenticity to a great extent—something that certain audiences may appreciate a lot. Therefore, another trait of the target audience for alternative and indie music videos could be their preference for authenticity in whatever form of art they consume; they may appreciate and value music and music videos that are original and honest, and perhaps deal with a realistic depiction of real-life problems (e.g. the representation of bipolar disorder in DPR IAN’s work as discussed in one of my earlier posts).
The tone of music videos is also imperative in determining a genre’s target audience. Alternative/indie music videos employ a more artistic and experimental use of mise-en-scene, camerawork, editing, and narratives techniques, which may appeal to viewers who tend to be interested in music that challenges conventional norms and does not care much for commercial success. This audience is, thus, more attracted towards artists whose music videos may be considered more “intellectually challenging” than mainstream ones that may often be made with the aim of appealing to the masses and achieving commercial success, e.g. by employing what Michael Shore described as "classical storytelling motifs."
Keeping the aforementioned points in mind, one can conclude that those who appreciate the use of unconventional narrative structures (e.g. non-linear storytelling), surreal and/or symbolic imagery, and experimental editing techniques (i.e. some key characteristics of alternative/indie music videos) could be considered the target audience alternative/indie music and music videos—something that will be incredibly useful in determining what shape our music promotion package will take.
Perhaps what I consider to be the most insightful finding from my genre research is that the target audience of alternative/indie cannot exactly be considered a homogenous group. This means that we can cater to different subcultures and a diverse demographic while planning for our music video, e.g. appealing to enthusiasts of art movies and/or literature who may greatly appreciate cinematic and literary intertextuality in the work of their favourite musicians (this may or may not be wishful thinking because I am nothing if not a fan of including intertextuality in every possible thing I do).
To further narrow down the target audience for our music video, Esha and I decided to carry out a research survey that would equip us with the quantitative and qualitative data needed to make a music video, digipak, and social media account that caters to our specific audience.
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