I have chosen 'Imogen' as my target audience because she emulates all that is symbolic and stereotyped for the whole 'folk/indie' scene.
Manchester is one of the poster cities for live and acoustic music so folk is a thriving genre. Imogen represents all the various traits I see out and about. Working for a live venue bar, this is a crowd I am immersed in as well, people and fans like 'Imogen' are the type of people I know and am friends with.
They seem to involve themselves in media based jobs or music related careers. There is a clear passion for vintage and creativity. Although with an eye for fashion, a lot of folk fans are detached from an overly consumerist society.
Although the quality of music within folk is impeccable, in whole- the entire scene appears to be style over substance a lot of the time.
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