Audience Research - Artic Monkeys

Arctic Monkeys

To help us decide what the Howl target audience should be we have researched similar indie bands and what their target audience is. I researched Arctic Monkeys and used YouGov to find out their target audience. For Arctic Monkeys I discovered that their most popular generation is the younger generation from 18 year olds to 25 year olds. However, the next main target audience is 40-50 year olds. This shows that indie rock has gone through fazes. It was popular back in the 70s when the older target audience were teenagers and it has reawaken and has become popular again as my generation are teenagers. The gender of their target audience is mixed. The survey shows that 50.7% of the Arctic Monkeys fans are female with 49.3% of the target audience being male. This is a very even split therefore their music videos have to appeal to both male and female audiences.

This video for Arabella appeals for both female and male viewers. The video uses voyeristic images therefore using the idea of male gaze. This therefore makes the video appealing for the male audience members. Female audience members will be attracted by the images of the band themselves and especially the star image of Alex Turner. Female fans are also more likely to enjoy and appreciate an emotional narrative which can be seen in this video. The black and white filter also gives the video an older feel to it therefore it is very similar the the original indie rock songs for the 70s and 80s. This similarity will make it popular with the older generation.