Audience Research - Luke

The song that I have chosen, Madeon - 'Finale' is undoubtedly linked with the electronic and dance genres of music. I have therefore used a website called UK Tribes to help me understand what sort of audience I am targeting and what the key habits are surrounding people who listen to this genre of music.

UK Tribes was created in 2005 when Channel 4 commissioned Crowd DNA to run a project called TV Glue, which looked to measure how TV could remain a unifying source in the midst of media fragmentation.

From the website, and other information and knowledge I have gathered, I can conclude that the people who would be watching the music video I am going to create would fit into the clubber/raver social group. Recently, the clubbers/ravers group have moved more into the mainstream with the increasing amounts of dance and electronic musicfrom artists such as Madeon himself and groups such as Swedish House Mafia, Nero and Chase and Status making its way into the charts. Instead of being a small group it has now become one of the major sub cultures of the youth of the United Kingdom.

The video below shows the types of people you could expect to see in this social group, and the type of music they listen to and concerts/clubs that they go to.
According to the UK Tribes website, people linked with the clubbers/ravers group tend to be very into the music that they are listening to, and dress and keep up to date with the latest trends from brands such as River Island, Topman and Urban Outfitters. They also like to go to some of the top clubs in the world in places such as Ibiza, London, Magaluf etc including Cream, God's Kitchen and Amnesia. As I highlighted in my post on music channels, people in the clubbers/ravers group would listen to radio stations such as Radio 1 and Radio 1Xtra, and watch music channels such as MTV Dance and Clubland TV.

This information is fairly accurate with the clubbers/ravers but seeing as the information is nearly 8 years old, there is clearly going to be some new additions to the what sort of media this group of people consume. For example, you would expect brands such as Kiss 100 to not feature anymore, as in recent years they have focused more on r&b and top 40 chart music, moving away from dance music to diversify for the mainstream. In its place you would expect there to be some such as Ministry of sound radio.