Target Audience
UK Tribes
UK Tribes is hosted by channel 4 and is a questionnaire which can be found on their website. Its purpose is to categories 16 - 24 year old into different categories of youth culture depending on the answers you provide in the test. UK tribes has an agency which has approached the youth culture of 16 - 24 year old in order to better understand them.
UK Tribes which I will be directing my magazine, will consist of an 'alternative' and 'leading edge' audience. This will hopefully show in the content and house style as well as the music genre of alternative rock.
Scenesters
Replacing the recently demoted Hipsters – the scenesters encapsulate everything that Hipsterdom has failed to in recent years.
Setting themselves apart by creating new trends by co-opting fashion and music from accross the Tribal map and blending it with their own individual attitudes. Ever difficult to pin down, they move at lightning speed through youth culture – moving onto whats ‘next’ before it has a chance to become ‘now’.
Young Alts
The Tribe who ‘want out’ of the Mainstream – an experimental Tribe trying anything and everything Alternative from Grunge to Hardcore…
Young Alts are a long standing youth Tribe – the entry level Alternatives that simply want to set themselves apart from the Mainstream by looking alternative, listening to alternative music, having alternative views… Even if they are Mainstream in every other sense!
ALTERNATIVE
“No one is normal! Be who you want to be – not what society says you should be!”
Tired of cookie cutter celebs and how everyone at school looks the same, Alternative Tribes are driven by the need set themselves apart from the mainstream. From candy-hued hair to sleeve tattoos and multiple piercings, they’re determined to be different – but do it together.
Lucky for them, Internet culture means the alternative lifestyle has never been so accessible – or so popular. Getting acquainted with the 70s punk rock scene, The Strokes’ ‘Is This It’ or Skrillex’s latest remix is just a click away. Though most Tribes are fluent in digital, the Alternative Tribes in particular define their tastes, friendship groups and activities online more than anyone else.
Alternative Tribes are passionate about music, sharing an appreciation for live music, independent record shops and grass roots talents – it’s all about authenticity and being ‘real’. Unusually, Tribe members will buy music to support the artists they love and a dedicated merchandise and gig goers. Rather than rebelling against specific objectives, the Alternative segment is motivated by a need to be themselves, nothing more, nothing less…
LEADING EDGE
Leading Edge Tribes are proactive scene leaders that live for the new and now. From making music to curating club nights, publishing magazines to documenting the latest in cool online – these guys collaborate across Tribes, develop contacts, share ideas and set the agenda.
Attuned to global trends and switched on to developments across diverse fields, they reject passive consumerism and are driving tastes across virtually all other segments on the map. They might be hard to predict, but following what’s going down here is a must for any marketer.
The Leading Edge used to mean older Tribes (it takes time and confidence to become an expert!) but increased access to smart devices means the segment is getting younger and more diverse – anyone with determination and an original idea now has the platform to be heard online.