My target audience is individuals between the ages of 16 and 40 who enjoy listening to acoustic/easy-listening music by artists like Mike Dignam and Birdy. They will have relatively mainstream tastes at times but prefer less mainstream artists. They are aspirational, take pride in their work, and enjoy education without being arrogant. They have a laidback approach to life and enjoy chilled activities like running, surfing, and browsing stores like H&M. Their music tastes are flexible and they may enjoy covers of popular songs. Ed Sheeran would likely be their most played artist. They value relationships over a wild single life.