AUDIENCE RESEARCH

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

This group involve people who 'want out' of the mainstream music genre, the group is made of both sexes and members share interest for everything alternative. 

Young alts are united through activities such as experimenting with arts, music and fashion- constantly changing scenes; emo and hipster styles are often tried and tested by the young alts and its all about keeping an open mind. The group are happy to get involved with as much media as they can. Individuality is key for this tribe, they will experiment with appearance to ensure they stand out from the townies and trendies. In terms of taste in music, young alts will listen to a wide range of genres, ranging from The Smiths, Bring me the Horizon to A$AP Rocky. 

Favourite brands include:

Netflix, Spotify, Reading and Leeds festival, Vans, Urban Outfitters and NME. 

Indie Scenesetters:

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

This group are dedicated to finding new music and will explore online, print, record shops, club nights and word of mouth to find it. There is a need to stay ahead of the curve; borne out of a genuine love for music. These people love nothing more than discovering new artists and music and spreading the love. Indie Scenesters have embraced experimental, genre-blending artists and have broadened their taste in music. The emphasise is largely on finding the independent artists rather than specific genres.
Both males and female indie scenesetters are currently rocking the same style- skinny jeans, vintage wear and Converse/ Vans. Their high street staples focus around the functional and unisex – Uniqlo, Cheap Mondays and American Apparel.

Indie Scenesetters favourite brands include:
Converse, Cheap Monday and Soundcloud.

Creatives:

"Meet the multi-talented, super productive Tribe that are leaving their mark on creative fields"

 

Motivated by the desire to produce original content and pursue their dreams as a ‘career creative’ – it’s not just a hobby, it’s a way of life. This opened minded group unite fashion, art, design, music, photography, dance and drama – with members collaborating on projects to get their work out in the world.

The group consist of both sexes who come from diverse backgrounds and are unified by their inventiveness. Typical members tend to be over the age of 20. Tribe mentality is all about developing their skills and working hard – even when this means living on a budge, they aren’t bothered by fleeting trends and have no time for throwaway culture –  attracted to provenance and brand histories that reflect their own values.

Favourite Brands Include:

Etsy, The New York Times, Secret Cinema, etc.