Audience Profile

I intend to aim my band's music video at a relatively wide audience of ages 15-30, including both males and females, as the genre of alternative/psychedelic rock is generally popular among teenagers and young adults, although maybe even attracting a slightly older audience as they recognize elements of earlier rock styles.

Alternative Tribes

Tired of cookie cutter celebs and how everyone at school looks the same, Alternative Tribes are driven by the need to 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…

Young Alts

Open-minded and non-judgmental, Young Alts have their eyes and ears open to different genres and scenes – both new and old…

Young Alts are the Tribe for young people who ‘want out’ of the mainstream. It’s an entry-level Tribe, with equal split between the sexes, and members share an inquisitiveness for everything Alternative – from Grunge to Hardcore.

Experimenting with art, music and fashion unites the Young Alts, who are dipping in and out of scenes like there’s no tomorrow. Tribe members are likely to gravitate towards Leading Edge Tribes once they’ve figured out what they’re most interested in, but for the time being Young Alts are happy to get stuck into as much media as they can – from reading Penguin Classics on Kindle, streaming ‘Girls’ on Netflix (even the boys) and checking out the latest music on Spotify. Skater, Emo and Hipster trends are most commonly tried and tested by the Young Alts, it’s about keeping an open mind.

Individuality is key, and tribe members will experiment with looks that will make them stand out from the Townies and Trendies. Music-wise, Young Alts will listen to a wide range – from heritage bands like The Smiths, to Scene Kid favourites Bring Me The Horizon and even the occasional urban sounds like Joey Bada$$ and A$AP Rocky.

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.

Indie Scenesters

Spending hours trawling through records, Indie Scenesters have their fingers on the pulse on the current artists du jour…

Indie Scenesters are dedicated to finding the newest music, exploring all avenues to get there – online, print, record shops, club nights and word of mouth. Staying ahead of the curve is a must, but it’s borne out of a genuine love for music – and this is what separates them from those more fickle dabblers and dilettantes, the Hipsters. For Indie Scenesters, there’s nothing better than discovering new artists and spreading the love.

Guitar music has seen its cool usurped by the rise in electronic-synth based music in recent years, and Indie Scenesters have broadened their musical tastes as a result. It’s no longer just about indie rock bands like Vampire Weekend – Indie Scenesters have embraced experimental, genre-blending artists like Four Tet. Yet, the Indie Scenester approach remains the same – it’s about championing independent artists rather than a specific genre, especially before the masses get in on the act.

Potentially having their own music blogs and club nights (or at least dreaming of it), Indie Scenesters are more concerned with building up their vinyl collections than conspicuous consumerism. The sounds of the moment are ever changing, but currently include Youth Lagoon, Beach House, Animal Collective, Kendrick Lamar and John Talabot, as well as old favourites like Caribou and Thom Yorke.

Boys and girls are rocking similar looks – skinny jeans, vintage and Converse/Vans. Their high street staples focus around the functional and unisex – Uniqlo, Cheap Mondays and American Apparel.