CARTER NORMAN
Gathered from UK tribes
Alternative Tribes are passionate about music, sharing an appreciation for live music, independent record shops and grass roots talents – it’s all about authenticity and being ‘real’. Unusually, Tribe members will buy music to support the artists they love and a dedicated merchandise and gig goers. Rather than rebelling against specific objectives, the Alternative segment is motivated by a need to be themselves, nothing more, nothing less…
Alternative Tribes I'm focusing on:
- Young Alts
The Tribe who ‘want out’ of the Mainstream – an experimental Tribe trying anything and everything Alternative from Grunge to Hardcore…
Young Alts are a long standing youth Tribe – the entry level Alternatives that simply want to set themselves apart from the Mainstream by looking alternative, listening to alternative music, having alternative views… Even if they are Mainstream in every other sense!
- Punks
Punks are back – with punk fashion all over the high street, punk and metal music in the Mainstream and Activists back on the map, the Punk/Metal/Hardcore sub-section of youth culture is more diverse and interconnected than ever before.
While Punk is one of the longest standing youth Tribes, today’s Punks are more of a sanitised subculture than the original icons – dominated by younger Tribes (plus a few stalwarts in their 20’s) taking on the music, politics and fashion cues of the scene
- Metallers
Metal Heads left the Tribes map in 2012 on the grounds they had grown out of the scene or been absorbed in to other Tribes, but in 2015 we find them going strong with a younger audience in cities like Birmingham.
The modern Metallers are all about head banging, band T-shirts and loud music (as ever!) but are distinctly different to their Hardcore cousins – today’s Metallers love a drink and are just as likely to have dance, Lady Gaga and pop punk alongside heavy metal on their playlists. More of an entry-level Tribe than metal stereotypes would suggest, the normalisation of tattoos and diversifying music tastes across UK Tribes mean Metallers are more common than you’d expect
My Target Audience - Alternatives
Alternatives strive to be different. They prefer to be relaxed and 'real' rather than up to date on the latest trends.
Alternatives can be very introverted, and spend a lot of time in their room but can still be friendly and will talk passionately about their few interests.
Music is very important to most Alternatives and preferred genres can be very varied, what matters is the authenticity of the artist and music. Some Alternatives can be so passionate that they will actively try to find ways to fund and support their favourite artists to get more of the music they love.
Hair dying with bright colours has become popular with Alternatives to make them stand out and seperate them from the mainstream. It is another way they can express themselves.
Relevant Brands
- YouTube
- Kerrang!
- NME
- Tumblr
General notes on Alternatives:
- Fairly common to have extreme/outlandish hobbies.
- Clothing is usually bright and random but casual with little effort.
- Generally define themselves by their music. Which is usually more Rock/Punk based.
- Can struggle managing their passions with their social life. As in, their social life is dependant on their passions and those who share it.
- Technology means a lot, website use is very open and vaired.
- Most people in this category change interests when they reach adulthood.
Interview with a Young Alt
Tell me a bit about your interests? What bands or music generally are you and your friends listening to at the moment?
My biggest interest at the moment is long boarding, which I should be doing much more of now it’s getting hotter! I have different groups of friends who are into completely different music but the majority of them prefer music that is either completely jokey, bands like The Lonely Island, or that’s completely emotional and deep. Motivational music is getting more popular now, due to exams, songs that pump you up a little!
Would you consider yourself ‘Alternative’ not just in the way you dress but the music you listen to? What does the phrase mean to you?
I define myself more by my look – bright, random but casual and without too much effort. However, I think the type of music people listen to helps define them more, rather than their clothes.
I don’t particularly like the term ‘Alternative’ but I guess you could say I am in terms of the music I listen to. Most people I know don’t like the kind of music I listen to (eg. most types of rock, bands like Papa Roach, Three Days Grace etc). The phase to me means somebody different from the norm without trying to be… The majority of my friends would probably fall under that category, since they aren’t afraid to be themselves.
Who would you say inspires you?
Lots of people inspire me, especially people who work really hard and still manage to have a social life. I think there’s a skill in being able to balance the two, which is impressive.
Where do you get your inspiration? Do you spend a lot of time on social media sites and is this a source of inspiration?
Ideas about the way I dress usually come from the public, but it’s never completely the same. I don’t spend time looking on social media sites etc. Music is always from the Internet, recommended links on YouTube after I’ve listened to my favourite songs.
How important is technology generally, does the Internet help inspire you? If so what sites and blogs are you looking at?
Technology is so important and makes things so much easier, it’s insane. From being able to use your phone to check what time your bus is coming, to quickly looking up a definition. I usually use Facebook, Twitter and Instagram although sometimes educational sites like Ted-Ed. I also read articles on Cracked.com, always a laugh!
Tell me what your look is about? Tell me about some brands you like…
Just being comfortable with a dash of colour – I don’t really wear designer brands, but I own quite a few pieces of clothing from Calvin Klein, Gant and Ralph Lauren.
Do you identify with the name ‘Young Alternatives’? Would you say the same about your friends?
Yes, and I imagine if someone saw me walking down the street they’d think the same, that also goes for my friends. People judge you on first impressions, so of course it’s important. But to the same degree I don’t think I’d really like to associate myself with people who judge me completely by my appearance, so I don’t personally care TOO much unless it’s for an important event.
What are your hopes and dreams for the future? How important is it to be able to adapt in terms of your look and what you like? Do you think you’ll be interested in the same things in a few years?
My interests will probably take a U-turn, but I hope to carry on longboarding and possibly teaching. My dream is to get into something science related that I enjoy, either that or become a TV presenter, that sounds amazing!