Mood Board Analysis

In terms of the demographic profiles of my mood board, the target age group would be aged 16 to 30. It is a magazine based on a combination of the indie rock music scene and fashion, so it is something which the older generation would not appreciate and which may not appeal to people any younger than 16. They are likely to be single or dating because of their lifestyle. It is a magazine which would appeal to both genders, but the fashion images, fonts and language are predominantly aimed at females. I would say that the percentage of female to male readers would be roughly 65% to 35%. Most of the target audience would live in towns and cities where there they have easy access to concerts and events which feature the artists mentioned in the magazine, as well as to clubs, shops and restaurants. The classes who are most likely to read the magazine would be ABC1. These are the people who have the most money and are more likely to appreciate the finer things in life, but also as a result of this they feel the need to rebel against something so they turn to music.

In terms of the psychographic profiles readers of my magazine would be reformers or aspirers. Some of them will be as passionate about music as they are about changing the world and making a difference. Others will read the magazine as an interest on the side of their career. Readers would not typically fit into the individual stereotype because they all typically seem to dress in the same styles, act in the same way and listen to the same music in an attempt to be different, which contradicts the point.

I put Converse and a denim jacket on my mood board because they are typical of how people involved in the indie rock scene dress. Their image is very important to them. I put Nandos and Subway on my board because they are typical places for students to eat, and around 45% of my target audience are students. I included a takeaway box because the busy lifestyle of my target audience will mean that they find it difficult to find time to cook, and probably won’t know how to cook. My typical reader will live in London, in a townhouse or flat and on their own or with their partner. Those who are on their own are likely to have low maintenance pets, such as cats, so as not to make their busy lives any more difficult. They will get the underground to work, and maybe pick up a copy of the magazine to read on their journey.  A music channel which plays music similar to the music mentioned is NME. A large percentage of my target audience will smoke due to their highly stressful jobs, as well as because they started when they were younger to feel rebellious and fit in with the indie music scene. I included the paint palette and Polaroid camera because art will be important to all my readers. Also Polaroid cameras are seen as quite retro and ‘cool’ so the audience will want to be seen with one. My target audience would go somewhere fashion related and glamorous on holiday, such as Paris which is why I included the picture of the Eiffel tower.