My target audience is 17 to 25 year old males interested in indie music. They enjoy finding new artists, playing instruments, and going to live shows. They have relaxed lifestyles and shop at thrift stores and boutiques. An example is 17-year old Sam from Lutterworth who plays various instruments locally. He finds inspiration from lesser known artists and listens to different genres of music. Sam's style is important to him and he likes being ahead of trends through thrift store and vintage clothes. He works to support his interests in music through purchases from HMV and magazines.