Core Market
- Aged between 15-25
- Male and Female
- Listen to RnB and Hip-Hop
- Fans of Ne-Yo, Jay Sean, Keri Hilson
- Listen to Choice, Capital, Kiss on the radio
- Casually watch the charts on Viva/MTV
- Purchase albums at HMV, Amazon
- Ages between 16-25
- Male
- Listen to unsigned artists/bands
- Fans of Kano, Young Nate, Sam Khan
- Attend live performances at local venues
- Download songs illegally and use Spotify
Name: Nadia
Age: 19
Occupation: Full-time student at Nottingham University, studying Economics
Likes: using social networking sites such as Facebook and Twitter, going out to clubs, shopping
Favourite Music Genre: RnB, Hip-Hop, Pop
Consumption of Music: Radio (Choice and Capital), and watching music video on Youtube
Likes mainstream music because that the music that she regularly hears at clubs hence she feels that she needs to be caught up on all the latest music by watching the Charts and listening to mainstream radio. Likes music that she can dance to, and where there's an easy chorus to learn so she can sing-a-long too.
Name: Steven
Age: 23
Occupation: Full-time supervisor at Topman
Likes: Watching unsigned artists' videos on youtube, myspace, going to gigs.
Favourite Music Genre: Unsigned artists, grime, rap.
Consumption of Music: Pirate radio stations (JuiceFM), attending live performances at local venues
Is a fan of unsigned artists as he believes that the songs are more lyrically-rich and that the passion from the music artists is shown as being stronger and clearer. Doesn't like mainstream music because he think that they are too influenced by what the record label want.
