UK Tribes ResearchBy Jacob Mayuga

• The first group is the Alternative Tribes. These groups like to separate themselves from anything mainstream and generally try to be different and unique from the rest.

• Many of them like to go with the 70’s punk rock style but also like E.D.M type of music.

• They like “independent record shops and grass roots talent”. Primarily focusing on being “real and authentic”

• Supporting their artists is also a major thing for Alternative Tribes as they constantly buy their favourite artist’s merchandise and songs.

• They also like to go see their favourite artists live and will frequently buy concert tickets.

Alternative

• The next group is the “Mainstream Tribes”. These groups are where people will usually start. The groups in this tribe primarily focus on the familiarity and don’t like anything that’s too “out there”.

• Mainstream Tribes listen mainly to Capital FM and Radio One as well as anything in the top 40 charts.

• They will stick with the same group of friends from school throughout their life and many of them are very proud of their local areas.

Mainstream

• The third group is the “Leading Edge Tribe”. These groups like to focus on the everything new and current that’s going on.

• Many of them are creators, from creating music to making magazine articles and documents.

• They like to stand out, be heard and make a difference making them the most lively tribe out of the 5.

• Being the most likely to start new trend and setting the topic of conversation.

• Urban music being of the main genre that they listen to but most of them create and produce music by adding their own personal twists to current trends and music.

Leading Edge

• The next group is the “Urban Tribes”. These groups are primarily linked by “inner city life”.

• They are very supportive of “grass roots talents and local movements.” as many of them would identify themselves with a specific part of the city or any gangs that are present in the area.

• Their music usually consists of RnB, Grimme UK Bass and Rap.

• They like to be up to date with new song releases and mixtapes as well as sharing them on social media sites.

Urban

• The last group is the “Aspirant Tribes”. These tribes focus on keeping up with what’s new and cool.

• They are big spenders and like to be the first ones to experience new things when they come out.

• Very active on social media as they constantly post about all the festivals and clubs they’ve been in.

• Music that these groups usually are into are “Underground Club Music, festival mixes and general mainstream music”

Aspirant