1. A theory by Michel
Maffesoli.

2. MICHEL MAFFESOLI
IDENTIFIED that there was a decline
in individualism due to Urban Tribes, micro
groups of people with common interests in
different urban areas.
Urban Tribes descend from different
subcultures, which actively seek a minority
style compared to the majority which accept
commercially provided styles.
Members of Urban Tribes typically share
common interests such as world views,
dress styles and behavioural patterns and
social interactions are typically informal
and emotionally laden.

3. ASPIRANT MAINSTREAM
TRENDIES & RAH‟S
I would admit that my Urban Tribe is most likely Trendies, due to my inability to not
spend my money on the high street at Topshop, American Apparel and H&M, or
online at eBay or ASOS trying to find “vintage” items. Trendies are typically from a
less “affluent” background than those of Rahs. http://www.youtube.com/watch?v=eXG5HyCFpVM
I am self-consciously fashionable, have a wide ranging tastes in fashion styles and
tend to socialise with other urban tribes (in my case, Hipsters and Indie Scenesters)
Main consumption:
BRANDS:
I use amazon frequently to purchase books, such
as “The Walking Dead Compendiums”
For fashion as it mixes American and vintage fashion, such as sheer
blouses and disco leggings, not forgetting tube socks.
For high street fashion at a slightly more affordable price.
SALES!
MEDIA:

4. CONSUMPTION
Radio: Heavy Consumption. I tend to listen to Radio One in the car
I would say this level of consumption is true to as popular music tends to be played rather than obscure bands. I also
me. This would suggest Trendies & Rahs have often listen to Radio 2 as I am partial to a bit of Graham Norton.
modern and popular music tastes compared to
Alternative Urban Tribes as methods of INTERNET: Heavy internet consumption for
consumption are common and not obscure, Rah’s & Trendies. I use the internet daily and
and are therefore easily targetable by the frequently for online media and social networking. I
use the internet to consume TV shows and Films
music industry.
through 4OD and online film and TV websites. I also
Cinema: Heavy consumption. I do go to the use the internet to consume music through
cinema often to watch new releases. From Grooveshark or to watch music videos on Youtube.
September onwards I have already been to see
“Looper”, “Taken 2”, “Resident Evil” and TV: Medium amount of consumption. I watch TV
“Skyfall”, and plan to go see “Les Miserables” and regularly, typically if there is a television series I
“The Hobbit”. can’t watch online. Recently I followed Derren
Brown’s Apocalypse and prefer to watch The
Magazines: Heavy consumption. I tend to consume Walking Dead on television rather than online.
magazines more than television as magazines come out weekly However Trendies may typically consume
such as “More” and can inform you about latest trends, but music/music video through popular mainstream
also real life stories, problem pages which are always a hoot music channels such as MTV. I tend to watch
and celebrity gossip. popular commercial TV channels, BBC 1, ITV and
Channel 4.

5. OTHER URBAN TRIBES:
MAINSTREAM: ALTERNATIVES:
RAVERS GAMERS
TOWNIES EMOS
CHAVS SCENE KIDS
SKATERS
BOY RACERS
METALHEADS
SPORTS JUNKIES YOUNG ALTS
STREET RATS
CASUAL
LEADING EDGE:
HIPSTERS URBAN:
GEEKS GET PAID CREW
CRAFT KIDS BLINGERS
INDIE SCENESTERS DIYERS
TRACKIES

6. HIPSTERS
“I could list some examples of Hipster
music, but it‟s probably so obscure you‟ve
never heard of them.”
Hipsters are recognizable for their iconic eyewear, hair
dyed in an „obvious‟ way and obscure music tastes.
Based on the Hipster stereotype, Media Consumption is
accurate as Hipsters are typically know for huge internet
consumption, watching TV shows online and constant
blogging on Tumblr. They also have a natural instinct to
document their lives with photographs on Instagram, Hipsters tend to listen to independent artists who are
adding a sepia effect for vintage feel. new to the music scene. Typically discovered
through that music blog they‟ve been following.
They rarely watch TV as the BBC is too mainstream. Foster the People “Pumped up Kicks” is an example
Obscure magazines keep them up to date with obscure of Hipster music. The music video incorporates both
fashion and new and upcoming independent artists. Hipster fashion and styles along with a Hipster kids
love of live shows and small gigs. The performance
Hipsters need to be well educated so they can go to aspect of the music video shows how Hipster artists
college and move in to careers which offer them a need to show their creativity and live performances
creative outlet, Newspapers are perfect for this. offer this creative outlet. Foster the People have
gained a small elite fan base from small gigs and
Radio channels you‟ve never heard of, and forget modern performing at festivals, a main form of media
cinema, you won‟t see a hipster watching the latest James consumption for Hipsters are the gigs they attend
Bond, but that new independent film released into 10 and the festivals they go to. Making Foster the
cinemas. Obscure actors. Obscure director. Obscure People the ideal Hipster dream . . . However they‟re
screenwriter. Obscure production company. The obvs now too mainstream.
soundtrack is even written by an obscure artist, but
they‟ve probably heard of them.

7. CHAVS
You won‟t ever see a Chav without their reebok trainers, Sports Direct shopping back and that very fashionable cigarette. Chavs are a
Stereotype that even Jesus himself couldn‟t save. Old ladies cross the street when they approach and other Urban Tribes have united
against them to create a common enemy. Chavs are the original urban tribe.
Chavs are targeted mainly through popular media. Television is key to
targeting Chavs as many TV shows centre around the stereotype of a young
delinquent, such as Misfits, This is England and Waterloo Road. All would be
nothing without their token Chav. Newspapers are a lost cause when it comes
to targeting Chavs, who are known for their supposed lower intelligence and
lack of interest in anything going on beyond their crib. Kiss FM is radio
capital for Chavs, unlike Radio 1, its opinion of popular music is more Nicky
Minaj and less Adele. You won‟t tend to expect to see a Chav visiting the
local cinema, usually because of their lifelong ban. Cinema, Magazines and
Internet are consumed equally for Chavs, this could be due to the lack of
media within these areas which are targeted at this specific Urban Tribe.
Chavs tend to listen to popular music, such as Rap, Hip Hop, R&B and
Dance/Club/Rave. Typical artists tend to be Akon, Cascada and Lady
Soivereign.
Lady Sovereigns video and music plays with her chavy streotype. Mise-en-
scene and costume are over done, with her blingy jewellery, matching
tracksuit and side high ponytail. Don‟t forget those swag dance moves. The
entire video is extremely relatable and can be identified with the Chav
community, with the two women scared of her “look” and the typical mise-
en-scene and Lady Sovereigns „crew‟. Her video cleverly plays on the
stereotype, as the two women think they are being chased and attacked by a
group of hooligans, when really, they are just trying to return her purse.

8. EMO
Emos are recognizable for their Goth derived fashion and Black hair that shields their face from the
cruel outside world.
Emo‟s heavily consume all forms of media consumption, internet and radio more so than others. Kerrang
magazine and radio, which keeps them up to date with fashions and music. Most likely to shop at Blue Banana
for fashion and will likely download music from Play.com and Amazon. Emo‟s are most likely to consume music
through television such as „alternative music channels‟. Alternative Urban Tribes such as Emo are more easily
targeted by artists as their media consumption is wide ranging and heavy.
Emo music tastes are typically dark and techno and lyrics are typically those which they can identify with. Some
artists include “Panic at the Disco”, “Deathcab for Cutie”, “Linkin Park”and “My Chemical Romance”.
My Chemical Romance “Black Parade”
video would be popular with the
Alternative Urban Tribes, as the dark
colour scheme suits the personalities of
Emo‟s and the video shares similar
fashion styles, both in the heavy use of
make-up and hairstyles. The video also
has an element of horror which Emo‟s
typically thrive off of. My Chemical
Romance also have a very dark sound
which is perfect moshing music. The
band would typically target their
audiences through music channels and
magazines rather than popular television
and mainstream media as they aren‟t a
typical band and don‟t fit in with the
tastes of Mainstream tribes.

9. MUSIC VIDEO, REPRESENTATION &
URBAN TRIBES
It is incredibly important that an artist knows its audience before creating a music video. If your chosen audience are Goths and your
music video is more suited to Trendies then you have poorly targeted your audience. Representation is incredibly important, if
stereotypes are wrong or over done your audience could be offended, (unless you have clearly labelled yourself as a parody artist).
Representation of Urban Tribes is important within music video, as this is how you target your audience, your video needs to be
relatable and your chosen audience needs to identify with the stereotypes as well as recognizing conventions of their own urban tribe
as well as the specific music genre. For example, Chavs will recognize if an artist is targeting them, as mise-en-scene in the music
video will be similar to that of Chavs, hoodies, matching track suits and bling , often behaviour traits are also mimicked in music
videos. Knowing your audience and knowing your Urban Tribe also means you can target and market your music in the correct way
so that your chosen audience will notice it. For example, new upcoming bands wanting to target Hipsters will use online blogs and
attend music festivals, whereas a Gothic band may use magazines such as Kerrang to target their audience.
FIND YOUR OWN TRIBE AT http://www.uktribes.com/