Audience Profile

Primary Target Audience - Male 18-25 - Mainstreamers

Callum is a 23 year old who recently returned home after a year travelling around Europe. He thoroughly enjoys discovering new things, new cultures and can't wait to explore another part of the world.
He likes music because he likes it. He shouldn't and doesn't really have an explanation why. He owns an acoustic guitar and knows a few chords that he's picked up over the years. Sure, he's not going to be the next Ed Sheeran, but he likes the sound.

Callum never goes anywhere without his beanie - half the time it hides his messy hair (the red dye is still a bit visible, despite his numerous attempts trying to wash it out - he thought he'd try out the new trend).
He also loves his coffee - Starbucks, Costa, Caffe Nero (although Starbucks is his favourite). He's become a regular at his local, and they recognize him now, sitting there with his laptop, his android tablet (reading the latest issue of IndieVisual) or listening to music (through his bright red UrbanEars headphones).

Callum loves the city but, though he likes meeting his mates at a bar or pub for a drink or two, he also likes his own space (to play his guitar or listen to music or just chill). He likes to think he has an artistic side - his Instagram is full of photos and his Twitter is updated with every deep thought that enters his head.

The problem is, Callum kind of hates his job. Luckily, Callum has IndieVisual magazine to keep him preoccupied when things get too boring (though he swears he only reads it during his lunch break). He likes reading about Kings of Leon's life on the road and wants to know whether it's worth downloading Snow Patrol's new album. He's also really hoping to win tickets to Ed Sheeran's next gig at Camden Roundhouse.

 

 

Secondary Target Audience - Males & Females 16-30 - Mainstreamers