The document profiles various audience tribes that can be targeted on uktribes.com. It describes the interests, passions, and characteristics of tribes such as Young Alts, Skaters, Hardcore, Gamers, Superfans, Metallers, Punks, Geeks, Cosplayers, Chavers, Fan Girls, Chavs, Sports Junkies, Blingers, Townies, Boy Racers, Makers, Rahs, Activists, Creatives, Urban Artists, DIYers, Scenesters, Get Paid Crew, Stylers, Trackies, Wasteman, Trendies, Vloggers/Bloggers, Hypebeasts, New Casuals,

2. Audience Research - Using uktribes.com
Young Alts - they will try
everything Alternative from
grunge to hardcore.
Skaters - they show their
clear passions, hobbies,
interests, language, media
and venues that “hold them
together”.
Hardcore - they have a
“screaming genre” of punk.
They also wear distinct
clothing.
Hardcore Gamers - those
who play all types of games
across many types of
platforms.
Superfans - these are the
active geeks. These are
creating online profiles to
express their passions.
Metallers - they love to listen
to music, wear band t-shirts.
Punks - the punk subculture
is more “diverse and
interconnected than ever
before”.
Geeks - knowledge is cool
now!
Cosplayers - people who are
obsessed with the Japanese
culture including gaming,
anime, manga and role play.
Chavers - “all about the big
night out; drugs, booze,
dancing and getting smashed
with their mates”.
Fan Girls - people are own
profile across many media
platforms, following their
favourite celebrities 24/7.
Chavs - they are inspired by
Leading Edge trends.
Sports Junkies - they are the
most aspirational and the
least influential. They will do
anything for sports.
Blingers - “all about TOWIE
inspired body con, fake tan
and VIP service.
Townies - “they are at the
bottom of the influence
pyramid”. They go high street
fashion shops, pop chart
music and Saturday night TV.
Boy Racers - mainly males
who are focused on
motorsports and cars.
Makers - they are into
anything creative -
photography, art, craft,
music, film and blogging.
Rahs - inspired by Made In
Chelsea.
Activists - they are on the
front line of protests and
helping the politicisation of
UK Youth.
Creatives - they are
constantly creating new
content like music, promote
club nights, start indie brands
and create festival stages.
Urban Artists - enjoy things
like rap, beatboxing, spoken
word, graffiti.
DIYers - creative, “tech savvy
self-starters that being culture
to life for Tribes today”.
Scenesters - “encapsulate
everything the Hipsterdom
has failed in recent years”.
They choose their own style
of fashion and music.
Get Paid Crew - aspirational,
“driven by money and being
own boss”.
Stylers - “representing status
and style, it’s about partying,
looking good and staying
ahead of cool”.
Trackies - laid back,
“motivated by the need to
chill”. They like to hang out
with friends, play sports and
games, watching films and
listening to music.
Wasteman - “rebellious, loud
and little bit dodgy”. Part
Chaver, Have, Trackie and
Get Paid Crew.
Trendies - “driven by beautiful
things and beautiful people”.
They love fashion.
Vloggers/Bloggers - they are
inspiring a whole generation
and how they should live.
Hypebeasts - Urban and
Skater inspired. They like
Hip-Hop and electronic
music, niche knowledge,
sportswear nd limited
editions.
New Casuals - the opposite
of Hypebeasts. “Football mad
lads”. They like “underground
club music”, “understated
fashion”, festivals, fashion
and football, but Hypebeasts
are willing the get there first.
Hipsters - mainly teenagers
who like Primark, skinny
jeans and glasses.

3. DIYer
Creative
Audience Research - Final Decision
After looking at all of the tribes and types of people in the tribes, I have decided that my main targets are Leading Edge and Aspirant. In particular, I have
decided to focus on six subgroups - Creative (Leading Edge), DIYer (Leading Edge), Hipster (Aspirant), Hypebeasts (Aspirant), Maker (Mainstream) and
Vlogger/Blogger (Aspirant). I have chosen to focus on these subgroups because my magazine is targeted towards English readers who enjoy the K-pop
genre. All these subgroups suggest that they either use their creativity as an interest, use the internet to discover new things or generally like to be
different (and like K-pop in the UK is quite unique, not many people know or like the K-pop genre in the UK).
Maker
Vlogger/Blogger
Hypebeasts
Hipster

4. Audience Profile - Male and FemaleKey: male, female, both
Name: Mimei Pain, Duncan Pain.
Age: 20, 22.
Interests: photography, individuality, Korean culture, K-pop,
games, Japanese culture, unique hair colours, fashion.
Languages spoken: English, Japanese, Korean.
Hobbies: taking photos, listening to music, dancing, singing,
watching films (Korean, Japanese and English), playing
games, watching anime.
Occupation/Profession: Vlogger, blogger, studying film,
studying media production.
Favourite shops: envylook.com, yesstyle.co.uk, k-skit.com,
Beanpole.
Favourite bands/artists: BTS, EXO, Infinite, UP10TION,
BIGBANG, SHINee, Girls’ Generation, GOT7, Seventeen,
Twice, BLACKPINK, KARA, April, Fall Out Boy.
Favourite magazines: Vogue Magazine Korea, Grazia,
Design, Vivi, Tokyo Journal, High-Cut, Singles, Huge, Manga
Burikko.