Jude White

My target audience is fairly difficult to classify, as rather than fitting neatly into one 'UK Tribe,' they share elements with a variety of them. I decided to use UK Tribes to identify any groups who could easily contain members of my target audience. UK Tribes is a project commissioned by Channel 4 and created by Crowd DNA, in an effort to classify young people into groups through in-depth research and surveys.

 

DIYers - DIYers are described by UK Tribes as 'creatively-minded young people who can make low-fi tech do what they want,' and the most obvious way my target audience fits into this tribe is through the many rock fans that produce their own original music. However, looking deeper, many rock fans are interested in other creative areas such as film, and whilst this does link to music videos etc, it would also seem that a large proportion of young rockers are simply creatively minded, seekign originality. It may be this strive for something different that fuels their taste in usic at all, preferring the rock sound to the perceivedly repetitive modern pop scene.

 

Creatives - This links directly to DIYers but focuses more on career aspirations. Creatives are decribed as those who disregard the typical 'nine to five' lifestyle in favour of a flexible life doing what they love, and seeing as many rock fans go on to seek a career in the industry, there is a definite link here between this Tribe and my target audience.

 

Scene Kids - Given that many rock fans are very expressive through their choices in clothing at hairstyles, it would be foolish to ignore the 'Scene Kids' tribe as a potential area for my target audience to reside in. In the photograph above, in fact, we see elements of the Scene Kid tribe coming through; loud, expressive hair colour and a vibrant gitar strap complement the casual attire to create an expressive image. According to UK Tribes, 'When not busy uploading images, Scene Kids can be found hanging out at gigs – in many areas of the UK these kids dominate the local music scene. Popular Scene bands are Bring Me The Horizon, Brokencyde and All Time Low.' These bands are variations on rock, with BMTH and All Time Low frequently appearing on the covers of magazines such as Kerrang!