UK Tribes- Our Target Audience

 

Alternative within UK Tribes are the people who set themselves apart from the mainstream they are determined to be different but choose to do it together. Even though all of the tribes are experienced in the digital world the Alternative Tribes in particular would define their tastes and friendships online more that anyone else. 

​

Alternative Tribes passion for music is what makes them stand out the most. They enjoy live music and record shops. The aspect that sets Alternative Tribes from the others is that they buy music to support the artists the love and are dedicated to. 

 

Groups-

Young Alternatives-

'The Tribe who ‘want out’ of the Mainstream – an experimental Tribe trying anything and everything Alternative from Grunge to Hardcore…'

​

Skaters-

'Skaters are one of the few activity-based Tribes, enjoying their new influential status as Skater trends become embraced by the Urban, Leading Edge and Aspirant Tribes.'

​

Hardcore-

'Hardcores have a serious affinity with a screaming genre of punk and the straight edge scene – wearing their distinctive tribal tats and turn-up look with pride.'

​

Hardcore Gamers-

'Gaming isn’t about ‘real’ versus ‘casual’ – ‘real’ has a myriad of sub-Tribes who are competitive and highly political.'

​

Superfans-

'Unlike pop-star and vlogger-loving Fan Girls, Superfans want niche knowledge, merchandise – and are the most active Geeks of all.'

​

Metallers-

'Metal Heads left the Tribes map in 2012 on the grounds they had grown out of the scene or been absorbed in to other Tribes, but in 2015 we find them going strong with a younger audience in cities like Birmingham'

​

Punks-

'Punks are back – with punk fashion all over the high street, punk and metal music in the Mainstream and Activists back on the map, the Punk/Metal/Hardcore sub-section of youth culture is more diverse and interconnected than ever before.'

​

Niche Alts-

-Sea Punks

-Hackers

-Ghetto Goths

​

Geeks-

'The Geeks are a huge Tribe – everyone has a Geek in their group in 2015. Being a Geek has become increasingly cool.'

​

Cosplayers-

'This geeky, Japanese-obsessed Tribe has a passion for gaming, anime, manga and role play.'

 

Mainstream

The Mainstream tribe is the backbone of tribal society, most young people start here and most never leave. They stick to what they know, Chart music, Prime time TV, local nights out and often a bit of alcohol.

​

commercial channels are their main influence, they stick to hats safe and do not wish to rock the boat. So of the brands that they stick t consist of Capital FM, Radio One, Miss Selfridge, Burton and Heat Magazine. 

Groups-

Chavers-

'Chavers are all about the big night out – drugs, booze, dancing and getting smashed with their mates!'

​

Fan Girls-

'Fan Girls and Tumblr Kids have merged – 24/7 access to celebs means this Tribe are getting younger and moving faster than ever.'

​

Chavs-

'Chavs may need no introduction – but their image is becomming increasingly co-opted as the Chav look inspires Leading Edge trends.'

​

Sports Junkies-

'Sports Junkies are one of the most aspirational of Mainstream Tribes, but also one of the l;east influential. They’re dedicated to sporting achievement and prepared to cut out friends and habits that stand in the way.'

​

Blingers-

'Blingers are living the local high life – it’s all about TOWIE inspired bodycon, fake tan and VIP service!'

​

Townies-

'Always there at the bottom of the influence pyramid, the Townies are an entry-level Tribe, open to all that want to play…'

​

Boy Racers-

'Boy Racers have been around for decades, a predominately male stronghold focused around motorsport and cars.'

​

Makers-

'Being creative is firmly in the Mainstream today. From photography to art, craft, music, film and blogging – everyone is curating online!

​

Rahs-

'In 2012 Made In Chelsea was at it’s peak and being a Rah was aspirational – today it’s more often a term of derision…'

 

Leading Edge

Leading Edge Tribes are seen as proactive scene leaders. they live for the new and now. They enjoy making music and creating club nights, they develop contacts, share ideas and set the agenda. They may be hard to predict but following whats going down is what they take in their stride. 

​

They used to be seen as older Tribes but the increased access t smart devices means that the tribe is getting younger and more diverse.

Groups-

Activists-

'Activists are a major new player in the Leading Edge – on the front line at protests and driving the politicisation of UK Youth.'

​

Creatives-

'DIYers are creative, tech savvy self-starters that bring culture to life for Tribes today – they produce music, promote club nights, start indie brands and create festival stages.'

​

Scenesters-

'Replacing the recently demoted Hipsters – the scenesters encapsulate everything that Hipsterdom has failed to in recent years.'

 

Urban

This Tribe is linked to inner city living, these young people live in busy multicultural hubs. Wealth and poverty sit side by side by this Tribe. This Tribe is influenced by their immediate environment.

​

Urban Tribes are best known for their music, they like r'n'b, grime, UK bass and funky as well as old school and rap. The members are proactive in their search and get behind new releases. Urban sounds and styles dominate the mainstream and mean big business. 

Groups-

Get Paid Crew-

'Get Paid Crew are highly aspirational, driven by money and being their own boss'

​

Stylers-

'Still representing status and style, it’s about partying, looking good and staying ahead of cool.'

​

Trackies-

'Trackies are laid back enthusiasts motivated by the need to chill, whether that’s gaming, watching films or listening to music.'

​

Wasteman-

'Rebellious, loud and little bit dodgy.'

​

Aspirant

Living for the moment, Aspirant Tribes know the look, music and lifestyle they want – and will spend big in order to get it! Attuned to what’s happening in Leading Edge circles, it’s about keeping up with what’s cool but without all the hard work of creating it themselves. These Tribes will be found in Student Unions across the UK, from UE to Loughborough.-

​

Groups

Trendies-

'Trendies are driven by beautiful things and beautiful people, Trendies love fashion and are always looking for the next big trend!'

​

Vloggers-

'Vloggers and Bloggers are at the heart of today’s Tribal map – inspiring a whole generation how to live.'

​

New Casuals-

'New Casuals are football mad lads with a love of underground club music and understated fashion – but will move to the next thing once it becomes predictable…'

​

Hypebeasts-

'Urban and Skater inspired, US-rooted breed of New Casual – who love Hip-Hop and electronic, niche knowledge, luxury sportswear and limited editions.'

​

New Casuals-

'The New Casuals are unchanged on the map – think twenty-something, understated lads that consciously maintained low-key style from Norse, APC and Folk.'

​

Hipsters-

'It’s been a long time coming – but the Hipsters are firmly out of the Leading Edge, and are getting younger by the year.'