Market Research

Trendies 
Trendies are motivated by the current trends, looking to street style, celebrities, and authoritative media brands for inspiration on music and fashion. It's about tapping into what's hot just before it hits the mainstream and picking it up online or on the high street.
Fashion is the Trendies first love, but music is next in line - especially picking up the latest mixes online to flaunt on social media or their blog. Online representation is huge for this Tribe.



Trendies would be an ideal target audience of which I could aim my music video at. The interests of the Trendies are similar to those of my artist - both being interested in fashion and Matutine studying at London College of Fashion. As well as this, the genre of music that I have chosen is described as 'New Wave', and is a track shared by young people through social networking rather than physical word of mouth. Therefore, the Trendies would be the first Tribe to discover such new and experimental music whilst uploading links onto their blogs.

New Casuals
New Casuals are passionate about underground, electronic synth-based music - but as soon as it becomes predictable or overplayed, they're on the next thing.
Mostly middle class males living in big cities.
The New Casual sound isn't genre specific, but they love chilled out beats and are loyal to artists and producers they consider innovative, constantly evolving and pushing the boundaries.



The New Casuals Tribe would fit my target market because of the music that the tribe listens to. The song that I have chosen to use for my music video appeals to the New Casuals because of it's "chilled out beat" and falls under the genre of 'New Wave', avoiding being overplayed.
Matutine also grew up in the city of Hackney in East London, and therefore shares this in common with the population of the New Casuals. Although the tribe of the New Casuals consists of males, this could potentially play a significant role in attracting this audience. As Matutine has done modelling gigs before, the New Casuals may be attracted to this and therefore generate interest and publicity for the artist due to this.