As part of our research we looked at channel 4’s research. Channel 4 took part in a project in which they produced the largest ever market research done on young people to date. We looked at the website ‘www.uktribes.com’ which showed how teenagers are shaped and defined by social glues such as music and fashion preferences, which link them together and allow them to be split into specific social groups.
As we are doing a video for the band ‘radiohead’ we already had some ideas for our target audiences based on their music being less mainstream and part of the ‘indie’ musicgenre. This meant that when looking at the specific groups we could apply our knowledge of their image and style of music to work out which groups best represent our genre of music. By selecting a specific group whom we can target our music video at, it allows us to actively cater our product towards them based on trends observed within the group. This would allow us to construct a brand image for our artist which would appeal to the social group and which they could relate to.
Audience profiling- www.uktribes.com
‘The Alternative planning segment is the most passionate about music. They are the group most likely to definitely agree that they ‘go to at least one music festival every year’ (23%) and also most likely to definitely agree they ‘like to share music with my mates’ (index = 117 vs. all 16-24 year olds).’ This makes them an important social group to target our media product at which is why we shall be looking, in depth, at the different sub-groups that make up the “alternative tribe.”
Skaters
Image:
Over time the image has changed.
The original skater image was: Big baggy shorts/ jeans, Chains and piercings.
The new skater image is: skinny jeans, T-shirts, caps, a floppy fringe and vans.
Interests:
Love skating - treat it more as a way of life rather than a hobby.
They have links with the graffiti culture
Music genres they listen to:
Grunge
Hardcore punk
Electro
Metal
Metal Heads
Friendly
Hate chavs/townies
Don't like the music taste of emos/ indie scenesters
Image:
Wear a lot of black
Black band T-shirts
Blue jeans
Interests:
Very into TLC (Trying out links and community)
Visit forums, such as UK metal underground and Metal Hammer.
Do a lot of file sharing on software like limewire and vuse.
Music genres they listen to:
Older classic metal, punk, rock - Pantera
- Metallica
- Killswitch engage
More recent bands such as cobalt and converge.
Young Alts
Characteristics
Not exactly decided on what tribe they want to fit into
Follow the crowd - don't create their own tribe try to fit into others
Huge consumers.
Image:
Hair fashion and make-up trends in this group are constantly changing. Different styles are sampled and then abandoned.
Interests:
Reading about a huge variety of bands
Trying lots of different fashions
Music genres listened to:
Again don't have any specific genres are very experimental and willing to try out new things.
Some bands they listen to are Kurt Cobain, Hadouken!, Greenday, Bring The Horizon, You Me At Six
By Evie and Danielle
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