Audience profile and Sub Cultures

Before starting my brand identity I first need to understand my audience and the expectations that they demand from the music press and music scene in general. After a lot of thought I have decided to design a brand that will be based around a fairly new 'underground' culture of the music scene. I aim to create a product that will be a host for the acoustic music scene to gain a greater fan base and hopefully give them the ability to voice their music and take advantage of the news and updates that will be in my magazine.
When referring to different subcultures within the music world my audience has been born out of two, now quite, mainstream stereotypes and cultures that are Emo and Indie. This fairly new sub culture share that same values that shape the indie and emo sub cultures but have branched out from the now regarded mainstream sub genres as they feel that the music industry has dominated these styles of music and are generating manufactured artists to appeal to masses. This has been fundamental to the creation of the new sub culture as their core values are in direct contrast to the manufactured pop of the music press. My audience believe that the focus of the music should be on the musical talents of the artist and keeping integrity within the music that they produce. most of the songs produced are very lyrical and for the most part evoke emotion within its listeners and by doing that listeners form a strong bond with artists that is vital to their success. This new music scene is centered around the acoustic music that has been homegrown within the culture itself with formats such as myspace that have given the ability to do this. The reasons for this relate to their rejection of the mainstream music consumption and how music is being distributed. Many feel that focus is taken away from the talents of the artist by turning individuals into celebrities rather than artist and most reject the way in which the music industry glorify the 'rock-star' image. Consequently they have had to branch out and find new formats for listening to music and myspace has been central to the rise in popularity for 'underground; artist as they provide the chance for artists to get their music herd an listened to on an international level.
This sub culture are not bothered about standing out or being different to the mainstream but instead they are focused on upholding integrity and believe that music should be about the talent and not about the 'celebrity.'