Audience Profile

Alternative Tribes are driven by the need set themselves apart from the mainstream. From candy-hued hair to sleeve tattoos and multiple piercings, they’re determined to be different – but do it together. Lucky for them, Internet culture means the alternative lifestyle has never been so accessible – or so popular. Getting acquainted with the 70s punk rock scene, The Strokes’ ‘Is This It’ or Skrillex’s latest remix is just a click away. Though most Tribes are fluent in digital, the Alternative Tribes in particular define their tastes, friendship groups and activities online more than anyone else. 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… Young Alts are just starting out are are voracious consumers of every source of Alt inspiration they can get their hands on, from Kerrang! to Neflix and Spotify…