Target Audience of Ellie Goulding

Ellie Goulding’s style of music is put into the genres of ‘indie pop’, ‘electropop’, ‘synthpop’ and ‘folktronica’. This tells me that the majority of her fans will fall under the target audience of Pop and Indie genres.
She’s given interviews in music magazines such as ‘NME’, ‘Q’ and ‘Clash Music’ as well as appearing on the covers of women’s magazines such as ‘Company’:


http://www.clashmusic.com/news/ellie-goulding-album-details


http://news.qthemusic.com/2010/06/interview_ellie_goulding_-_sta.html

This tells me that, other than the obvious music audience, she is considered as appealing enough for 'womens lifestyle' magazines to want as a cover girl for their readers to aspire to.

Based on the music magazine’s target audiences I can tell that she is appealing to an ‘Indy’ fanbase. Looking at NIS, I can tell that the key demographic of Q magazine are mostly men aged 15- 44;



I also know from my previous research at AS (where I created my pages of my own magazine) that the readership of NME is as follows:
MALE 69%
FEMALE 31%
AVERAGE AGE 24
WORKING FULL TIME 52%
WORKING PART TIME 7%
STILL STUDYING 29%
ABC1 65%
CIRCULATION: 40,948
READERSHIP: 369,000
ABCe UNIQUE USERS: 4,454,983
(http://sdcmediaasalexbosly.blogspot.com/2009/10/target-audience.html)

From this information I can assume that her fan base is mostly in ABC1, young adults and with a slight majority of male fans.

We also had a look at her official pages on Facebook, Twitter and Myspace so that we could gage her popularity and find details of her fans.

On Facebook, 226,705 people like her fan page; 88,257 people follow her on twitter and she has 19,110 friends on Myspace (as of 24/09/10, 12:37pm).

Another way to find out about who her fan base is would be to post a question on her fan page, asking for information such as age, gender and occupation.
By looking at the official youtube video of Ellie's most popular song 'Stary Eyed' i could find information on her audience. This tells me that the majority of her audience is 18-24 while she also has a large fan base in females of 13-17.

We've got slightly contrasting results because the music magazines seem to suggest a majority of male fans, while the youtube video suggests they are more females.
I also posted on her facebook wall a question asking about her fans, but we didn't get any helpful responses, therefore we could not use this as an accurate way of assesing her audience.