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Audience theory

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Jack Halford

Mainstream Tribes prefer popular commercial entertainment and stick to mainstream brands and media. There is an emphasis on conformity and not standing out from the group. While loyal to friends and family from school, anything deemed too unconventional will be disparaged. Aspirant Tribes want the latest looks and lifestyles without the work of creating them. They are social and experience-seeking, spending money to attend festivals in order to be the first to experience new things and share it on social media.

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Audience theory
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Audience theory
• These are people looking to commercial entertainment channels for influence, Mainstream Tribes prefer to stick with what’s safe rather than rock the boat. There’s little desire to hunt down underground fashion and music – they are more than happy with readily available ‘high street’ influences. Think Capital FM and Radio One, Miss Selfridge and Burton, Heat magazine, FHM and Nuts. • There’s a strong emphasis on conformity across all Tribes and ages. Siege mentality makes Mainstream Tribes wary of those standing out, anything that’s too ‘out there’ is sure to elicit disparaging remarks – nobody likes a show off! Yet, Mainstream Tribes are among the most loyal of all – both to their friends (often keeping the same group from school) and family. They’re also fiercely proud of their local area.
• Living for the moment, Aspirant Tribes know the look, music and lifestyle they want – and will spend big in order to get it! Attuned to what’s happening in Leading Edge circles, it’s about keeping up with what’s cool but without all the hard work of creating it themselves. These Tribes will be found in Student Unions across the UK, from UE to Loughborough. • Social butterflies, they are spending summer holidays hitting the festival circuit – from Bestival and Secret Garden Party in the UK to Croatia’s Outlook and Serbia’s Exit festival. Whether it’s the latest pop-up, food truck, concept store, art gallery or nightclub, they want to be the one to have seen it first – and post it on social media. Experience seeking drives the Aspirant segment, and introducing the newest fashion and music to their friendship group motivates Tribe members.
Audience theory
Audience theory
Audience theory
Audience theory
Audience theory

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Audience theory

  • 4. • These are people looking to commercial entertainment channels for influence, Mainstream Tribes prefer to stick with what’s safe rather than rock the boat. There’s little desire to hunt down underground fashion and music – they are more than happy with readily available ‘high street’ influences. Think Capital FM and Radio One, Miss Selfridge and Burton, Heat magazine, FHM and Nuts. • There’s a strong emphasis on conformity across all Tribes and ages. Siege mentality makes Mainstream Tribes wary of those standing out, anything that’s too ‘out there’ is sure to elicit disparaging remarks – nobody likes a show off! Yet, Mainstream Tribes are among the most loyal of all – both to their friends (often keeping the same group from school) and family. They’re also fiercely proud of their local area.
  • 5. • Living for the moment, Aspirant Tribes know the look, music and lifestyle they want – and will spend big in order to get it! Attuned to what’s happening in Leading Edge circles, it’s about keeping up with what’s cool but without all the hard work of creating it themselves. These Tribes will be found in Student Unions across the UK, from UE to Loughborough. • Social butterflies, they are spending summer holidays hitting the festival circuit – from Bestival and Secret Garden Party in the UK to Croatia’s Outlook and Serbia’s Exit festival. Whether it’s the latest pop-up, food truck, concept store, art gallery or nightclub, they want to be the one to have seen it first – and post it on social media. Experience seeking drives the Aspirant segment, and introducing the newest fashion and music to their friendship group motivates Tribe members.