UK Tribes started in 2005 as a Channel 4 project to understand how TV could remain relevant amid media fragmentation and to study youth culture. The document discusses using the UK Tribes site to determine which audience segment - Leading Edge or scenesters - to target for a new alternative rock magazine. The magazine will target 16-24 year olds equally between male and female genders, and will feature artists like Twenty One Pilots, 1975, and The Kooks. Color palettes and content will appeal to both genders.

1. UK Tribes:
UK Tribes started in 2005 when Channel 4 commissioned Crowd DNA to start a project
called TV Glue, which looked to measure 'how TV could remain a unifying force in the midst
of media fragmentation' and explore the youth. I am using this sight to find out which tribe
I am aiming my magazine at, this allows me to find out who my target audience are.
I am going to aim my magazine at the Leading Edge group, aiming at the scenesters group
in particular because they create their own style and are complete individuals which
is reflected in the genre of alternative rock as it is a unique style of music in opposed to
pop music which is seen as a regular thing for the youth to listen to.
My audience demographic is going to be 16-24 year olds with an equal split of 50% male
and 50% female as I feel alternative rock is a genre of music that is socially accepted for
either gender to listen to. My magazine will include artists such as Twenty One Pilots, 1975,
Plain White T's, Fallout Boy, Catfish and the Battlement and The Kooks. As it is aimed at
both genders, I will ensure that my article, colour palette's and cover lines will appeal to
both genders.