Instituional Context

Two of the members of the band 'Hunky Dory', worked in a vintage charity shop in London, While the other (The sister of One of the Charity/Vintage workers) struggled on the jazz circuit, singing in grotty unsuccessful clubs. They decided to join together to try and become a successful cappella, pop, jazz, Close Harmony, Swing group. The group has been performing for roughly two years together and have attracted a niche audience. Since forming the group there style image has matured and become more sophisticated. They have always had an original style inspired by 40’s vintage fashion but it has become more glamorous over time, however they do have a sex appeal through there cheeky style. Hunky Dory will never become a mainstream audience but there original niche audience may grow slightly through word of mouth and by singing covers of mainstream songs, such as Beyonce’s “Crazy in Love”.

Hunky Dory are inspired by female singers who performed around the time of World War II (1939-1945), such as: The Andrews sisters, Vera Lyn and Judy Garland. They are also inspired by style icons such as pin up girls and Burlesque dancers. There modern day competitors would be the similar group, The Puppini Sisters. The old fashioned, sophisticated, glamorous style of their genre matches there appearance and makes them stand out in comparison to current successful music artists. The commercial implications that the Hunky Dory’s have is there style of music, which does not appeal a Mainstream artist. They have a very individual sound which is not typical of what you would here in the charts.

Hunky Dory are signed to a small record label, Universal Classics and Jazz (UK) which targets a niche audience. Other acts signed to this label are artists such as The Puppini Sisters. Our choice of label is aimed at a niche market; therefore our band has a unique look. The record label constructs Hunky Dory’s image to make them more sellable by portraying them as glamorous and sophisticated band.

Hunky Dory appeal to the demographic of upper middle class, and have a mainly female fan base. However their sex appeal may also attract a male audience. It appeals to and audience of the ages between 18-30s.
The typical fan would visit art galleries, vintage boutiques and stores, possibly be a fan of Portobello market. They would be interested in British culture and also in the World War II era as well as this eras fashion. Hunky Dory fans would listen to music in the same genre and close genres such as swing, jazz, classical and pop. They would listen to music from the same era that inspired the music of Hunky Dory. Again a typical fan might watch media product from the World War II era, as well as current day media product that replicates this same era.

Websites used
http://en.wikipedia.org/wiki/The_Andrews_Sisters
http://en.wikipedia.org/wiki/The_Puppini_Sisters
http://en.wikipedia.org/wiki/World_War_II
http://www.jazzfm.com/
http://en.wikipedia.org/wiki/Vera_Lynn
http://www.streetsensation.co.uk/brick_lane/bl_intro.htm