A theory by Michel Maffesoli.

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.

ASPIRANT MAINSTREAM TRENDIES & RAH’SI 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 sheerblouses and disco leggings, not forgetting tube socks.

For high street fashion at a slightly more affordable price.

SALES!

MEDIA:

:

I would say this level of consumption is true to me. This would suggest Trendies & Rahs have modern and popular music tastes compared to Alternative Urban Tribes as methods of consumption are common and not obscure, and are therefore easily targetable by the music industry.

CONSUMPTION

INTERNET: Heavy internet consumption for Rah’s & Trendies. I use the internet daily and frequently for online media and social networking. I use the internet to consume TV shows and Films through 4OD and online film and TV websites. I also use the internet to consume music through Grooveshark or to watch music videos on Youtube.

TV: Medium amount of consumption. I watch TV regularly, typically if there is a television series I can’t watch online. Recently I followed Derren Brown’s Apocalypse and prefer to watch The Walking Dead on television rather than online. However Trendies may typically consume music/music video through popular mainstream music channels such as MTV. I tend to watch popular commercial TV channels, BBC 1, ITV and Channel 4.

Magazines: Heavy consumption. I tend to consume magazines more than television as magazines come out weekly such as “More” and can inform you about latest trends, but also real life stories, problem pages which are always a hoot and celebrity gossip.

Radio: Heavy Consumption. I tend to listen to Radio One in the car as popular music tends to be played rather than obscure bands. I also often listen to Radio 2 as I am partial to a bit of Graham Norton.

Cinema: Heavy consumption. I do go to the cinema often to watch new releases. From September onwards I have already been to see “Looper”, “Taken 2”, “Resident Evil” and “Skyfall”, and plan to go see “Les Miserables” and “The Hobbit”.

OTHER URBAN TRIBES:MAINSTREAM:RAVERSTOWNIESCHAVSBOY RACERSSPORTS JUNKIESSTREET RATS CASUAL

URBAN:GET PAID CREWBLINGERSDIYERSTRACKIES

ALTERNATIVES:GAMERSEMOSSCENE KIDSSKATERSMETALHEADSYOUNG ALTS

LEADING EDGE:HIPSTERSGEEKSCRAFT KIDSINDIE SCENESTERS

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, adding a sepia effect for vintage feel.

They rarely watch TV as the BBC is too mainstream. Obscure magazines keep them up to date with obscure fashion and new and upcoming independent artists.

Hipsters need to be well educated so they can go to college and move in to careers which offer them a creative outlet, Newspapers are perfect for this.

Radio channels you’ve never heard of, and forget modern cinema, you won’t see a hipster watching the latest James Bond, but that new independent film released into 10 cinemas. Obscure actors. Obscure director. Obscure screenwriter. Obscure production company. The soundtrack is even written by an obscure artist, but they’ve probably heard of them.

Hipsters tend to listen to independent artists who are new to the music scene. Typically discovered through that music blog they’ve been following. Foster the People “Pumped up Kicks” is an example of Hipster music. The music video incorporates both Hipster fashion and styles along with a Hipster kids love of live shows and small gigs. The performance aspect of the music video shows how Hipster artists need to show their creativity and live performances offer this creative outlet. Foster the People have gained a small elite fan base from small gigs and performing at festivals, a main form of media consumption for Hipsters are the gigs they attend and the festivals they go to. Making Foster the People the ideal Hipster dream . . . However they’re obvs now too mainstream.

CHAVSYou 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.

EMOEmos 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.

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/