16 34 <strong>Arts</strong> <strong>audiences</strong>: <strong>insight</strong>Illustration: Andy McGregor
Bedroom DJs 3% of English adultsIn their late teens or 20s, still livingwith their parents or just flown thenest, Bedroom DJs are either startingout in low-levels jobs or still finishingtheir studies. They aspire to more in life,feeling that their present circumstancesdo not live up to their expectations andthose of their families.With few commitments, they tend tospend impulsively even though theyare financially strained. Appearanceand brand-conscious, they spend muchof their time and money on shopping,socialising and entertainment.Their leisureIn their free time Bedroom DJs watch lotsof TV, visit social networking, blogging anddating websites, and spend time with theirfriends going to pubs, bars and clubs or thecinema. They also make time for fitness,going to the gym or playing football. Limitedby financial constraints, they take holidaysinfrequently, most typically opting for shortbreaks in London.Brand-conscious, they enjoy shopping,particularly for fashionable clothes. Theytypically shop for clothes at New Look,Next, Primark, Matalan, Topman, Burtons,Peacocks and River Island, pick up theirgroceries at Asda, and they are also morelikely than average to shop at Argos,Superdrug, Birthdays, Woolworths, JJBSports and Sports World.Their arts• Bedroom DJs express low levels of interestin ‘the arts’ and do not currently attendany arts events• instead, they engage with the arts byactively taking part in creative activities35 <strong>Arts</strong> <strong>audiences</strong>: <strong>insight</strong>• most popular activities among this groupinclude computer art and animation,playing a musical instrument, paintingand drawing, writing music, stories orpoetry and dancing• many of these activities are typicallysolitary and home-based – hence thesegment name ‘Bedroom DJs’• they are also very active cinema-goersand show an interest in musicEngaging with Bedroom DJsThe concept of ‘the arts’ does not resonatewell with this group. <strong>Arts</strong> opportunitiespositioned as entertainment or as anopportunity for self-expression are morelikely to be successful. They might also bemore likely to pay attention to opportunitiesrelated to their existing areas of interest –for example cinema, fashion, contemporarypopular music and the latest technology.Opportunities that provide a chance toactively participate or interact, or activitiescut into ‘bitesize chunks’ might also appealto them. Using locations they frequentalready – for example shopping malls,cinemas, bars and clubs – could be effective.Communications should be informal in toneand use language that this group mightbe more likely to respond to (eg ‘creative’,‘entertainment’, ‘social’). Endorsement frombrands, celebrities, fashion icons or otherpeople they look up to could also be a wayto get their attention. Key media to considerinclude TV, radio, cinema and onlinecommunications.Their demographics• aged 16–29• mostly unmarried• a high proportion – nine in ten – live inurban areas
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