Target Audience

PBR&B

Demographics

• Age: Mainly young adults, aged between 17-21, as they are still coming to terms with developing an identity for themselves. They are, however, clear with what they like and don’t like.

• Gender: Generally mixed gender, leading to an increasingly wide audience, particularly with the increasing popularity of the artists in this genre. PBR&B can lean more towards females than males.

• Lifestyle choice: The vast majority of listeners of this genre will be in education or going onto employment, but are still in the relatively early stages of life, therefore still unsure of what they want to do for the rest of their life.

Demographics contd.

• Jicnars scale: Due to the age range, they are likely to be at the lower end of the scale; they are most likely still in full-time education and not necessarily in employment, yet need to have some level of intelligence to understand and decipher the deeper meanings and emotions that feature strongly in PBR&B music, unlike other people at the same end of the scale. The are mostly likely, however, C-D/E.

• Race: Due to the mostly African-American nature of the artists of PBR&B, the majority of its listeners are from the same racial background. The occasional indie and rock influences, however, help to encourage a wider range of races to this subgenre.

• Artists: The PBR&B subgenre includes artists (but not particularly any bands) such as How to Dress Well, Theophilus London and Jhené Aiko, as well as the more popular/mainstream artists Janelle Monáe, Miguel, The Weeknd and Frank Ocean.

• Consumption: The listeners consume their music through a variety of formats - mostly through music streaming platforms such as Spotify and iTunes (including iPods/iPhones), as well as through live gigs and even vinyl and record players.

Music

Interests

• Social: Video streaming websites and blogs such as YouTube and Tumblr, as well as frequent use of Twitter in order to follow their favourite artists and celebrities.

• Fashion: Not as big a part of their life as with ‘hipsters’ and other Indie fans; still make sure they dress the part, buying clothes from a mixture of stores like Topman and River Island, as well as some vintage stores, too.

• Films/Television: They will watch almost anything as long as it is guaranteed entertainment, from horror to arthouse films. As for television, their tastes can range from Keeping Up With the Kardashions to Breaking Bad. Just depends on their mood.