Audience Research Indie Pop

What is indie pop: indie pop is a subgenre of alternative rock which originated in the UK in the
mid-1980s. Its roots come from the punk-rock independent label: Postcard Records, in the early
1980s as well as the dominant independent UK band, The Smiths. As indie is just short for
independent, it means that bands who arent signed to major labels (Universal, Virgin, Sony etc)
are signed to smaller labels which may be a division to these bigger labels. Thats like why bands
like Coldplay and the Arctic Monkeys are referred as indie pop as they are signed to an
independent label. Teenagers around the ages of 13 19 typically listen to this type of music. This
is because they can relate to the lyrics that the musician/band has written. For example: Flaws by
Bastille, 18 Candles by Nina Nesbitt and Sex by The 1975 are relatable as the lyrics speak out
to this age group. According to the Uses and Gratifications Theory (Katz and Blumler) this creates
personal identity for the audience as they can relate to lyrics which are being presented to them as
well as this, they are able to choose their favourite band/artist based on the music that is being
presented to them. Additionally, the Uses and Gratifications Theory (Katz and Blumler) enables
them to create a community with new or existing fans by becoming friends with these fans and
possibly going to gigs and concerts with them. This also enables the teenagers to share their
music taste with their friends and family. Indie pop has become more popular over the last 4 years
or so as people go to festivals like Glastonbury and T in the Park and see new and upcoming acts
and check their music out. From an opinion as well, these musicians are hard workers, they
havent had it given to them on a plate like some artists. They have worked hard, they write their
own music and getting the recognition they rightfully deserve. In addition, you will find the target
audience dressed in a certain way how young adults would dress in the mid-late 80s. Also, this
type of music is associated with mental illness such as depression and anxiety. As this type of
music isnt s mainstream, they can sing/express their feelings about it whether it is first or second
hand. And people will understand this and will relate as there is less and less stigma about this.
The indie punk/pop band Twenty-One Pilots really express this well with songs such as Fake It
Out and The Judge.