Target Audience

In order for us to create our music video and other products, we must have a target audience in which we will aim to create these particular products to meet the needs and wants of these groups people or stereotypes.

After looking at UK Tribes, it was obvious to us how our song choice and ideas for our particular music video was not going to be for the needs of the 'Chav' stereotype.

Although we could not subsidise a particular stereotype for our products, we found that there was a huge range of stereotype of which would enjoy our choice of songs and lyrics.

This segment of stereotypes has been classed 'Alternatives'. This includes the stereotypes of: Gamers, Scene kids, Emos, Skaters, Metalheads.

Members of the Alternative tribes are vaguely rebellious but don’t yet have a specific focus to rally against (their parents may well have helped shape their Alternative views, in fact). However, they are likely to conform with peers. While open-minded about music and fashion they are wary of the Mainstream tribes and determined to be different – together.

Alternative Tribes are predominantly made up of white working and middle class kids. It seems a huge proportion of teens in the UK have a hankering for something a bit different, and Alternative brands that have achieved massive traction include Converse and Vans. Kufiyas also feature heavily.

All Tribes within the Alternative segment are passionate about music, and their friendship groups, tastes and activities are largely defined online. Peer influence is a huge part of the Alternative scene, though new trends usually emerge outside the segment. The best way to reach these kids is through niche magazines and social media.

Young Alts is the gateway Tribe to the Alternative and Leading Edge scenes and is a massive group who snap up all kinds of media and accessories as they ape their elders. Metalheads and Skaters are much more rigid Tribes, adopting teens early and keeping them until their mid-twenties in small, fiercely loyal friendship groups. Both scenes are fluid about fashion but fanatical about their core preoccupations: rock music and skating. Emos and Scene Kids are heavily over-lapping tribes with Goth-derived fashion sense and US-led rock music tastes, although Emo kids are interested in angst while Scene Kids are more concerned with socialising and building massive online presences. Apart from Gamers, Scene Kids are the Tribe most glued to their computers, making the Alternative market the most web facing of the segments.

(UK tribes)