Michel Maffesoli

   Michel Maffesoli was a French Sociologist, and an Author of the book, 'The Time of Tribes'. He is one of the many theorists out that there consult and have links to the media and music videos especially. As shown in my previous post on the urban tribes found round College, the majority of 'Tribes' seem to originate from Music, so analysing Maffesoli's theory is going to be very important in order to captivate the right audience.
    Maffesoli says that urban tribes are,"Microgroups of people who share common interests in metropolitan areas. The members of these relatively small groups tend to have similar worldviews, dress styles and behavioural patterns." 

   Urban Tribes in the UK are ever-changing, but to (at least try) to keep up to date with them. Channel 4 has a webpage with all of the most recent tribes around the country.
   

   So hear we have the Tribes, and then we have sub-tribes (kind of like genre and sub-genre). So we have the 'Mainstream' people, the 'Leading Edge', the 'Alternative', the 'Urban' and the 'Aspirant'. Each of these tribes have a vast amount of sub-tribes within it. And here is a Prezi to show you all of these sub-tribes.



    The problem with this kind of stereotyping or grouping, is that it's so vast and yet not accurate. It's the most accurate you could get though, many people are a mixture of different tribes and many aren't one of these at all, but that doesn't matter that much because the type of music that an individual will listen too and like the music video as well won't be that different to what is already on the web. Therefore in order to make a more reliable judgement on how to target my audience I decided to match genre to tribe and list the music videos below in accordance to that.

Mainstream

Leading Edge

Alternative

Urban

Aspirant