What are the connotations and ideologies, meanings and target audience of T the Park festival?

The background of the main page for T in the Park’s website connotes a simplistic, calm and relaxed experience, something which the promoters hope will entice potential attendees to buy passes. On top of the sky-like scene, a rainbow that covers part of the left side of the screen adds to the calm effect, despite also being an indicator of rain. However, the existence of the rainbow, which occurs after rainfall, may instead connote that it is the dawn of the festival season after a prolonged period of inactivity on the festival scene. The rest of the page’s layout is even more simplistic, using bold colours and fonts to catch the viewer’s attention. Text displaying important information of easy to read and is placed at the very top of the page, being the first thing that catches the eye. Overall, the layout of this page promotes the festival using the most simple, yet effective, of techniques while still displaying as much information as required.

Target Audience - In Depth

- The gender that would be more likely to watch my video are males.
- The age demographic that my video is aimed at is the 18-25yr old bracket. However, it could also appeal to slightly older or younger age groups as well, due to the diversity of the music genre.
- Almost all of those who watch my video will likely be of White British origin.
- The dress code associated with my target audience is wide and varying, although the majority will conform to Alternative Mainstream brands, such as Converse and DC, as well as wearing slim-fitting jeans and checkered shirts. Others may be more Rocker or Biker-inclined, possibly adorning leather jackets to fit these subcultures.
- Hair style is another aspect of my target audience that can vary greatly, depending on background. In fact, almost all common hair styles would not seem out of place on people watching the video. I believe that perhaps the most common hair style would be from 1-3 inches, probably with an unkempt look.
- While the aesthetics of my music video, as well as the aesthetics of most music videos in the genre, will appear to be aimed at the working class, it is more likely to be watched by lower-middle and middle class people who pretend that they are working class or think they are.
- Many of my target audience will shun use of modern technology to meet their requirements of looking low maintenance. However, they may wear basic jewellery, almost always ear piercings, or some form of studded item.
- As my music video fits the relatively wide genre of "Rock", it will attract a variety of different people who all consider "Rock" to be their favourite. Fans of music more specifcally similar to A Joker's Rage will listen to bands such as Jane's Addiction and Black Rebel Motorcycle Club.
- As part of their avoidance of anything "mainstream" my target audience may tend to purchase their clothing from online stores, such as Amazon, or from smaller shops, like Rock Collection.
- Perhaps the main source of entertainment for most of my target audience is music itself. They may also watch various TV programmes and films via the internet.
- Bedroom walls of my target audience may feature band posters, due to their close association with bands and their own identity.
- In terms of films, my target audience will usually prefer lower budget, often independent, films that have more focus on story rather than visuals, although stunning visuals can still be present, in cinematopgraphy rather than special effects.
- The top choice of radio stations for my target audience are Planet Rock, Absolute Rock, and Q. A large portion of TV time will also be devoted to music, through Q, and MTV Rocks, while popular magazines include NME, and, once again, Q. My target audience will be fairly adept at using a variety of social networking sites, specifically Facebook and Myspace.
- The tribal identity of my target audience is defying "mainstream" culture in favour of what has become the second largest subculture, or the "alternative" mainstream.

Musical Profile - Festivals

A key indicator of the style of music a band plays, and the type of fanbase they will attract is the variety of music festivals they play. For example, Sonisphere, a metal festival that has previously been headlined by bands that include the Big Four, is a popular location for metalheads and rockers. In contrast, very few Sonisphere attendees will also be present at Latitude, a more family-oriented festival with folk being as prominent in Southwold as metal is at Knebworth.

Given their origins in Glasgow, A Joker's Rage would be unlikely to pass up an opportunity to play at Scotland's biggest festival, T in the Park. The style of music played at the festivals is varied, although A Joker's Rage would have no problem fitting in. The T in the Park website takes a very simple approach in its design, with very little clutter on the main page. The colour scheme of the main page is natural, by making it predominantly blue, representing the sky, with the festivals traditional attractions on a green field at the bottom.

Similiar Artist Imagery Part 1 - Images

According to the band themselves, A Joker's Rage are significantly influenced by Jane's Addiction, an alternative metal band from Los Angeles, CA.

When considering bands that have a similar sound to the band that I am promoting, A Joker's Rage, one stood out much more than the others. This band was the Black Rebel Motorcycle Club, a garage rock band from Los Angeles, CA. Their style was almost identical to A Joker's Rage, despite coming from very different backgrounds. Both bands are also able to create their own sound, despite the similarities in style of play.

 

Along with Jane's Addiction, A Joker's Rage quote American alternative metal band, Faith No More, as a key influence on their own bands sound.

What is UK Tribes?

What is Find Your Tribe/UK Tribes? How was information gathered, by whom, and for what purpose?
UK Tribes is a Channel 4 commissioned project designed to find out how to keep certain youth cultures interested in their TV productions. Find Your Tribe is an aspect of this project that looks to find quantitative data about this.

Qualitative research was also carried out through desk research, interviews, diaries and self-reports.

Description and facts about my target audiences' tribe

According to UK Tribes, my target audience of Metalheads have a very fluid membership, of mostly white working and middle class teenagers. Despite large numbers of Metalheads coming and going frequently, there are often small numbers of loyal fans that maintain their identity from their early teens through to their late twenties.

Most members are very likely to use the internet to explore their musical taste and talent, with key use of YouTube and MySpace. They are also likely to use file sharing software, like LimeWire, to pass on music they have discovered to others. There are also some attempts to discover “underground” music by attending gigs at local venues.

As a sub-group of the Alternative culture, my target audience are very passionate about music, something which can heavily influence whether they are interested in my choice of song, Elegant War by A Joker’s Rage. And although they like to make their own choices, they are slightly influenced by popular alternative music magazines, such as NME and Q.

Metalheads are also the most likely to attend music festivals, Download and Sonisphere being the favourites, while also being slightly interested in Bloodstock Open Air, Damnation, and Leeds. The TV channels most associated with Metal music are Kerrang and Scuzz, although Kerrang is sometimes frowned upon due to its tendency to also air music more in tune to the tastes of Emos and Scene Kids, two tribes that Metalheads supposedly frown upon due to their music tastes and fashion sense.

The idols of Metalheads are likely to be musicians who have sustained their career and lifestyle for many years. For example, Lemmy of the band Motorhead is seen by many UK Metalheads as the most popular icon for his ability maintain a rocking and partying career since the 1970s. Members of the popular US band, Metallica, is also considered icons within the sub-culture due to their constant presence at the top of the scene, as well as touring all over the world.

The sub-culture can be divided up even further based on the timeframe and sub-genres that members listen to. A prominent example of this the NWOBHM scene that has maintained a significant fan base despite its heyday being in the 1980s.

What might marketers find useful about this?
Marketers can use this research to pinpoint the best audiences for them to target with certain products. They can also find out how well different subcultures can be interested in similar things, by blending different ideas together.

My Tribe and My Audiences' Tribe

You are a Scene Kid! Your hair is your life – it moves from blonde and spiky, to jet black and asymmetric and on to a neon pink beehive, sometimes all in the same day. You need to update your look when you’re moshing at three or four shows a week and documenting it for your public on MySpace, after all. Clothes-wise, you stick with a formula – superskinny jeans and a kiddy tee. Let the hair do the talking.



You are a Mosher! To join this tribe is easy – it’s mainstream alternative. Pick up a long coat like the one from The Matrix, spike your hair up to one mohawk and add a snarl of misunderstanding. Music is your life – as long as it’s loud and as long as it rocks. Your iPod is permanently plugged into your ears, volume up to 11.

A2 Intro