Audience research

As grime music is a music genre I am interested in highly myself, I searched UK tribes for tribes I would apply to and found similar ones to these. This way i have found descriptions on the types of people I will be targeting as my audience. The following is the information I gathered:

Most of the tribes I will be targeting as my audience come under the same section, this is the 'Urban" section on UK tribes. The Urban segment is intrinsically linked to inner city living – young people living in busy multicultural hubs, with rich and varied influences, where wealth and poverty sit side by side – and with access to the latest sounds, clubs and fashion.

Across all segments, Urban Tribes are strongly influenced by what they see and experience in their immediate environment – many cite family, church and the local community as huge influences. Being part of the ‘local’ scene is key – there’s enthusiasm for supporting grass roots talent and local movements, and many Urbans identify themselves with a specific area in the city – such the grime duo Newham Generals or gangs across big cities.

Urbans are best known for music – from r’n’b, grime, UK bass and funky to old school jungle and rap. Members are proactive in their search for new sounds, getting behind new releases, picking up digital mix tapes and sharing them with their social networks. Urban Tribes play a hugely important role in dictating the artists that break through to the mainstream. 

The individual tribes are:

The Get Paid crew: 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. 

Due to the tough backgrounds of many grime artists, self made money is seen as important and a very valuable thing to the grime industry with many songs being based on the matter, therefore this type of people would be a good audience to target.

Stylers: Stylers hold strong on the UK Tribes map – innately cool and stylish, the rising influence of Urban fashion and music have made them a hugely aspirational Tribe for youth today. As luxe sportswear and Urban high fashion has hit the Aspirants, more young people than ever before are looking like a Styler and aspiring to their luxury lifestyle.

Grime music can also be a fashion statement as it is often associated with designer clothing, therefore this tribe will also be a target audience for my music magazine. 

Trackies: They’re all about hanging out, playing sports and computer games, ordering pizza and getting their hands on a bit of weed! Typically seen as those with the potential to achieve but lacking in motivation, these guys just want to chill out man! Because grime music is known for its catchy backing tracks and meaningful lyrics, often fans will listen to it in a chilled out atmosphere meaning this group of people would be perfect for a magazine to be targeted at.

In conclusion, my target audience will be aimed at the 'Urban" category on UK Tribes as their personalities fit best for grime music.