Audience Profile

Using UK Tribes we have researched who our music video will be targeted at. We believe that Indie Scenesters are the perfect audience to target after researching the things that they are interested in. Here is what we found.


Indie Scenesters


Indie Scenesters are always on the lookout for the newest music exploring online, in record shops, night clubs and through word of mouth to find it. For indie scenesters there priority is to discover new artists and spread the love about them. They have broadened their music tastes as a results of guitar music has seen its rise in electronic-synth based music in the last few years. Its no longer just about indie rock bands such as Vampire Weekend, they have embraced those "experimental, genre-blending bands" like Four Tet. Their approaches have remained the same, it is about championing indeprendant artsists rather than a specific genre, especially before the masseds 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.


Other research we have conducted is looking at other tribes and seeing whether we can incorporate some of their interests to widen our audience. Two of which we thought were similar to Indie Scenesters, Those were:




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.


Scene kids


Their original MySpace hangout may be (almost) gone, but the Scene Kids are here to stay and are thriving on social media…


Inspired by glam rock and its many iterations since the 70s, the Scene Kid style used to be an extravagant twist on skater punk, all Vans and trucker hats. Nowadays Scene Kids are very easy to spot and just as diverse, androgynous and audacious as their glam icons – brightly coloured hair (especially pinks and blues), cartoon t-shirts and hoodies, stacks of multi-coloured bracelets and piercings.


Borrowing from other Tribes comes naturally to the Scene Kids. They take inspiration from the dark make-up of Emos, and even the Blinger trend of false eyelashes and heavy make up. Tribe members are open-minded about sexuality and style, with boy and girl Scene Kids often sporting the same looks and sharing skinny jeans and eyeliners.


Certainly not shrinking violets, the Scene Kids like to be noticed! They made the old MySpace self-shot pose (camera up at an angle with a serious pout) a social media standard, and nowadays they are on every social media site going. You’re not a real Scene Kid unless you keep your Facebook / Twitter / Tumblr / Instagram / Flickr / Keek / YouTube regularly updated. Showing off is obligatory for this Tribe – making YouTube videos to showcase every self-shot photo of every time your hair colour changes is key – and some Scene Kids are lucky enough to have had 500,000+ views of their ‘hair timeline’ videos.


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, but dubstep is also becoming popular with this Tribe – ‘raving’ with the Chavers is fast becoming a favourite pastime.