Reader Profile

The typical Flux reader is a fashion conscious young woman with an interest in the world around her, as well as a love for music. Although passionate about music, Flux readers don't define themselves by the music they listen to. This is why the brand is so versatile and displays an array of different music genres,  but never to extremes. This suits the personality of the demographic. Flux readers base their love for music on its versatility but are not interested in extremes such as heavy metal or classical music. Instead, they listen to a middle range of rock, pop and indie music and although interested in mainstream artists, also recognise the talent of unsigned or less popular artists.

Flux readers have the confidence to develop and individual style and music taste but seek guidance on upcoming artists and the latest fashion trends. They enjoy listening to music, alone or socially, and are keen festival and concert goers. Flux readers are average to high earners, but would not generally waste money on overpriced goods. However, they are happy to invest in quality and this is reflected in their 

taste in music as well as clothing and other consumer durables. They consider Flux an investment in quality and use it as a guide for a range of different aspects of life with music, of course, at its core.

I have created a mood board to represent some of the likes, dislikes, hobbies and thoughts of Flux readers.

Firstly, both Carnaby Street and Portobello Road are famous shopping destinations in London. However, they each offer a very different style. Carnaby Street could be described as the very top end of high street stores, where although prices are fairly high, none of the stores carry massive designer status. On the other hand, Portobello Road is particularly famous for its market which offers a wide range of unique items, with plenty of vintage stores. The inclusion of these photographs represents the diversity of the demographic who whilst value quality and follow general trends, also love a bargain and aim to be unique.

Similarly, I have included photographs of a busy city at night (Times Square, New York) and a beautiful sunny beach to show the two extremes of travel. Flux readers love to travel and see new and exciting places and this is represented by the inclusion of these popular destinations on the mood board.

Inset into the image of the beach is a photograph of  a live gig, this is very relevant to the demographic who regularly attend such events. I have also included a photograph of the Glastonbury festival in 2008 and the Reading and V festival logos. Festivals are ever becoming a more important part of music culture amongst young people and so these are very relevant.

I have also included a photograph of Peaches Geldof, who could represent a role model for many young female music fans due to her involvement with the music world. Peaches also starred in a reality TV show on MTV, where she created her own music magazine. A series of 6 15 minute shows ran on the MTV website. These documented her processes in making a music magazine and the problems and successes which occurred.  However, this photograph is also relevant because she is pictured holding a bag with the quotation "Eco Chic". The environment, although not the most prominent issue in a Flux reader's mind, is of importance and so finding a way of helping the environment and being "Chic" is ideal.

Finally, I have represented other important brands such as Myspace and Facebook which are regularly used by Flux readers and considered an important means of communication and social networking. The Limewire logo is also presented because as my research showed, many young people use file sharing as a way of obtaining their music. I have also pictured the Starbucks logo, as this brand is hugely popular and relevant to my demographic. Finally I have included images directly related to music such as an iPod, which most young people own, and an electric and acoustic guitar, to represent different styles of music, both of which my audience is interested in.