So, the audiences that would be normally attracted to this kind of genre would probably be a group aged 14-35, as independent bands and artists have reputations for writing the majority of their own songs, so certain elements such as emotions and the tune of the song can reflect the listeners feelings. Compared to Pop, the lyrics are not reputed to be repeated throughout the song just to try and encourage singing almost the same line over and over again, even though some pop songs don't follow this 'rule.' This would then connect to mainstream music, as the charts that play the same songs on the TV and Radio would become tedious with the same rap, pop and R'n B songs. Only a few independent artists become famous on the charts, such as Gotye with 'Somebody that I used to Know.' In my opinion, listeners may tend to switch over until a more diverse song is played, one which provokes thought and encourages singing along to almost unrepeated lyrics. With the world of technology making listening to music available on multiple platforms, people may take to YouTube to listen to the independent songs. This would then pave the way for discovery of less known and much more diverse artists on the internet, giving the chance to listen to new music through the magic that is the recommendations tab.
So, to sum up, this demographic of audiences is quite a wide variety of people, even though most listeners of indie/alternative music would need encouragement via viral 'marketing' on social networking sites, which then begin the discovery of songs that are buried deep within the undergrowth of mainstream pop/rap/R'n B culture.
Below this paragraph is the links to the referenced indie/alternative artists I have used as examples. Please take a look, and enjoy. Or not :-)
Marina & the Diamonds- I Am Not A Robot- http://www.youtube.com/watch?v=S_oMD6-6q5Y
Gotye- Somebody That I Used To Know- http://www.youtube.com/watch?v=8UVNT4wvIGY
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