Audience Research - Secondary Research

The Indie Genre

'Indie rock is a sub-genre of alternative rock that originated in the United Kingdom and the United States in the 1980s. Indie rock is extremely diverse, with sub-genres that include lo-fi, post-rock, math rock, indie pop, dream pop, noise rock, space rock, sadcore, riot grrrl and emo, among others. Originally used to describe record labels, the term became associated with the music they produced and was initially used interchangeably with alternative rock.'
      ...Wikipedia

The Indie Demographic
'The scene: if you really think all indie kids do is try to be cooler than other people then... well.. you're mostly right. The main point is, don't take the scene and the whole hipster attitude seriously. No one does. And if you do, well, then I'm cooler than you.'
      This is a quote from Urban Dictionary ( http://www.urbandictionary.com/define.php?term=indie )
This is the main demographic; trying to avoid the mainstream system of music, fashion and lifestyle. Looking futher into the Indie demographic, the person should be into the latest lifestyle choices that are regarded as 'Indie'.

Customer Market

To develop my knowledge on what the demographic for the band is I have viewed the sale point of the album on amazon.com and looked at what the customers of the Bombay Bicycle Club album also purchase.

These artists are of the same Indie genre and the conventions are all similar.