Chris Briant WGSB AS Media Studies
UK Tribes Research
Chavers
Chavers are all about the big night out – drugs, booze, dancing and getting smashed with their mates!
With commercial EDM (Electronic Dance Music – think Calvin Harris) dominating the charts in recent years and festivals popping up in cities all over the UK and Europe; the Chavers are alive and one of the most familiar stereotypes of UK youth culture. A friendly, down to earth Tribe that will spend big on a holiday over everyday essentials, the Chavers (especially the live-for-the-weekend students compared to the music-junkies) are much more welcoming than the name suggests. However be warned – drug use rates in the UK have halved for 16-24s in the last decade, so the Chavers of today aren’t going as hard as they used to!
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.
It’s strange to think that in 2012 Fan Girls were a new Tribe – today they are one of the most noticeable and well known facets of UK Youth culture! United by their love for musicians, vloggers, bloggers, models, books, TV series, TV personalities (and anyone in between) the Fan Girls start at 13 years upwards and are a powerful force on social media – and big spenders on merchandise and experiences.
Get Paid Crew
Get Paid Crew are highly aspirational, driven by money and being their own boss.
More straight-laced than their innovative DIYer cousins and likely to be working hard to set up their own business, get a good job and make money, money, money – once connected to dodgy dealings, there is now a huge amount of respect for the success orientated GPCs.
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.
Their hate of hype and broadcasting their lives makes them polar opposites to the Hypebeasts! While they share a love of music, festivals, fashion and footy – the Hypebeasts are all about niche language, products and ‘getting in there first’.
Source - http://www.uktribes.com/
My target audience is complex, and distinct to other UK Tribes, which is why it is tough for me to associate a certain "UK Tribe" with my target audience. My target audience has associations with certain UK Tribes, but there is no specific tribe that matches the image I have of my target audience. It shares certain characteristics of the tribes that are listed below, but some characteristics of my target audience have not been talked about on the UK Tribes website.
If i were to describe my target audience, they would be laid back socially, things like party's and hanging out with lots of people isn't at the top of their list. They are people who want to be themselves, and don't want to be following the crowd all the time. They like spending their time with close friends and people they care about, and have big aspirations for themselves that they want to experience with those close to them. They dress in their own way that isn't vintage or of the latest fashion, it's just what they like. They enjoy activities and like to use social media, not to voice their opinion a lot, but to keep up to date with people and things that are going on. Overall, they are a relaxed group of people who enjoy what they want to enjoy, not what society tells them they should enjoy.