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Target Market

Since every media product has a particular market for whom it is primarily intended for, my team members and I evaluated the target audience for our album as well according to the market segmentation.

Geographic

Primary market: major cities of Pakistan (Lahore, Karachi, Islamabad)

This is because Pakistan is the place of origin of the artist, and so the album will be primarily be promoted here, for instance through local radio and television channels. The target market in Pakistan would be a very niche audience, since this isn't the sort of music that's commonly heard here at all and so it would be a bit challenging to promote the artist here.

The secondary audience would of course be international since music now, especially indie music, is released online on streaming platforms such as YouTube, SoundCloud and Spotify, which have a large global userbase. 

Demographic

Primary age group: 15-25

Secondary age group: 25-40

Gender: no specific gender

Social class: Middle and upper class.

Indie music is mostly appreciated by a younger audience as they tend to be more explorative in such aspects. Also, since our album will be in English, which isn't the first language of people in Pakistan, people with a more communicative and educated background would be able to appreciate the music more. 

Indie music fans, unlike fans of mainstream music, don't specifically prefer artists for their gender, but more for simply their music. So, we did not set any gender to target our album towards.

Psychographic

Primary: Explorers

Secondary: Strugglers and Reformers 

Indie genre music is very nuanced and heavy in terms of its ideology and concept. Indie artists themselves, not being mainstream, are a symbol of breaking away from normative forms of music. Thus, the audience it targets is also primarily the youth who have a broader vision. They understand that indie artists aren't selling themselves like many mainstream idols, but express their true ideology and reflect themselves in their music. 

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