Art Walk of Downtown Vision, Inc.

Christopher Mayuga
Public Relations Account Manager for Downtown Vision, Inc.
christophermayuga@gmail.com
214 N Hogan St #120, Jacksonville, FL 32202
(904) 329-0754
The target audience for this press kit will be surrounding college students who
enjoy listening to music. The nickname for a college music appreciator is College
Radioheads.
Demographics
In this situation, College Radioheads are individuals who live in the 32224 area
and attend the University of North Florida. According to the 2010 census accessed on
Demographics Now, 22.8 percent of the population in this area is between the ages of 15
and 24. From these ages, it represents upper-class high school and college students. The
website also shows that 85.9 percent of the population is considered legally single as well
as 69.4 percent of the population making under $50,000 a year.
According to Simmons OneView, 88.9 percent of individuals between the ages of 18
and 24 and in college agreed that music was an important factor in his or her life in some
way. Simmons OneView also shows that 81.4 percent listened or played music and that
12.1 percent had been to music festivals and/or concerts in 2013. Among college students
between the ages of 18 and 24, 56.5 percent listen to pop, hip-hop, alternative, folk and
rap.
Psychographics
According to Pew Research Centers Maeve Duggans article Additional
Demographic Analysis, 80 percent of people between the ages of 18 and 29 use his or
her cellphone to listen to music. In suburban areas like UNF, 49 percent of cellphone
owners use his or her phone for music listening as well.
In another research article found on Pew Research Center, 56 percent of college
graduates stated that they did not mind downloading copyrighted songs. It is illegal for to
download copyrighted music without the consent of the artist or from an authorized third
party. The college graduate puts him or herself at risk by downloading illegal copyright
music because of the key role that music plays in his or her life.
More research found on Pew Research Center, audiogalaxy.com, billboard.com,
azlyrics.com and other music-related websites pulled 15 to 18 percent of their audience
from a college or university student. This means that a large portion of college and
university students are involved in some sort of music scene and keep in touch with
happenings in the musical realm. Music is shown to be a constant factor in the life of
every college student.
Keywords
Notable key words that relate to College Radioheads would be cheap; pop; rap; hiphop; alternative; local; indie; social; fellow college students; food; beer; nearby.

Art Walk of Downtown Vision, Inc.

Christopher Mayuga
Public Relations Account Manager for Downtown Vision, Inc.
christophermayuga@gmail.com
214 N Hogan St #120, Jacksonville, FL 32202
(904) 329-0754
Summary
The most important information about College Radioheads are the common
relationship to music, social activity and the cost of the experience.
Among College Radioheads, music is a topic that is important to each individual
within the demographic. Simmons OneView showed that 88.9 percent of college students
ranging between the ages of 18 and 24 believed that music was an important factor in
their lifestyle. Following that study, 80 percent of people ranging between the ages of 18
and 29 also used his or her own cellphone to listen to music. In a digital age, the
cellphone is a tool used daily by the millennial age that is completely necessary to carry
about daily functions.
With 85.9 percent of College Radioheads being single and 69.4 percent making
less than $50,000 per year, social activity for a low cost is a strong factor in determining
what activity an individual will become involved with. College Radioheads look for
social activity but usually do not have the ability to access it due to high cost of concerts
and festivals. From this, most students most likely work regular jobs on campus or near
campus in order to pay for school and other expenses that make the individuals seek low
cost entertainment.
Only 12.1 percent of individuals have gone to concerts or music festivals within the
past year, according to Simmons OneView. College Radioheads are turned off from the
idea of social, musical events because of the cost even though music is such an important
factor in their lives. With the Art Walk music scene free except for parking, it will attract
more College Radioheads to come and experience.
According to Demographics Now, the primary source of information is the College
Radioheads network of friends. Friends usually have similar taste and therefore have the
best opinion in what the College Radioheads will like. This friend experiences the event
first had and then relays to the College Radioheads how the experience goes and how
they may or may not like the event. The secondary source would be from online ads.
With musical websites having college students take up 15 to 18 percent of its audience,
college students rely on those websites to relay any happenings he or she may take
interest in and experience first-hand. Other sources of information would be fliers posted
around campus that the student sees or advertisements by the student homepage. Some
booths also advertise the idea that Art Walk is a happening and it is something the student
should experience. Lastly, teachers are a source of information because teachers want his
or her students to experience new things and with Art Walk being an easily accessible
event, the teacher will give the students the idea to attend.
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