A few examples of some typical members of The Defiance’s audience.

(By Shobnam Islam)

AUDIENCE PROFILES

Persona name: Julie ThomsonAge: 18 years old

Background: Lived in London for her whole life with her parents and older brother in a 3 bedroom house.

Current occupation: Student living in university halls, studying literature and art.

Favourite music genre: Indie/alternative, soft rock.Likes: Music gigs, theatre, art exhibitions

Hobbies: Painting, life drawing, cycling and swimming, charity work.  

Goals:  Career as an artist, writing her own novel.

Appeal of The Defiance: Our themes are to keep trying and not give, up like Julie’s determination to

become an artist. The members of the band all met at university, so they are relatable to her.

Persona name: Jet RichardsAge: 20 years old

Background: Grew up in a single-parent (mum) family with no siblings.

Current occupation: Internship with a recording studio

Favourite music genre: Rock, Metal.Likes: Kerrang magazine, food,

Hobbies: Practicing with his band in the garage, skateboarding, 

Goals:  Work his way up in the recording studio, and write his own music.

Appeal of The Defiance: He aspires to be a professional musician, and the story of The Defiance , both in real life and the music video follows this path.

TARGET AUDIENCE

Persona name: Riya ShahAge: 25

Background: Moved to the London to live with her aunt and uncle when she was 15, with a foreign

education. Current occupation: Employed at her uncles’s

Solicitor’s Firm in central London.Favourite music genre: Anything that sounds good.

Likes: Coffee days, sparkly jewellery, make-up.Hobbies: Shopping, American TV dramas, films.Goals:  Eventually become manager, have fun.

Appeal of The Defiance: The message we send is clear and easy to understand for anyone. Riya can

share our music even with her friends who are not in London (if she wishes). She likes excitement and

drama, which our rock guitar solos provide.

Persona name: Steve CooperAge: 29

Background: Married to an accountant, with 2 children.

Current occupation: Financial advisor to a mainstream bank.

Favourite music genre: AlternativeLikes: Spending time with family, reading to his

children, drinks with friendsHobbies: Rugby, singing in the shower (badly)

Goals:  Raise his kids well, and progress in his career

Appeal of The Defiance: The themes are family friendly and in fact, demonstrate to children that they shouldn’t give up etc. Also, the lyrics are not explicit in

any way. The guitar and rock also suits his social gatherings with friends.

SECONDARY AUDIENCE