• Male
• Aged between 14 – 24 (school or uni)
• Race – White or Black
• Middle Class because there are able to afford this consumption.
• Trendy and Fashionable
• To look hard
• Following trends (sheep)
• Watch MTV, Read ‘NME’
• Active on the Nightclub Scene
• Go to Festivals and Live Performances
• Older audience – childless, still thinking their young, still go out socialising.
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