Ai ms & Obj ect i ves

To explore and identify genres. To investigate what is meant by a niche market

and to identify one. To explore the significance of genre in relation to

social groups. To begin a planning portfolio that will help to

explore your market in depth.

Genres

I dent i f yi ng…

Musi c Consumpt i on

Who reads music magazines? Which ones? What would you say are the genres of music

that are particularly strong these days? What magazines exist for these genres? Do you feel that your tastes are a little

different from others? Any unusual tastes? How do you hear about and consume music? Find as many music genres as possible.

Core Genres

Techno

Pop

BluesClassical

Metal

IndieRock

Jazz

Country

Rave

Punk

Opera

Rap

Easy ListeningReggae

Soul

Grunge

Speed Metal

Black Metal

Thrash Metal

Death MetalNu-metal

SlackerBritpop

Hardcore punk

Deathcore

R n’ B

Soft Metal

Dark Ambient

Trip Hop

Speedcore

Ska

Mod

Electro-pop

New Romantics

New Wave

Noise

Industrial

Acid House

House

Jungle

Garage

Hardcore rave

Teen- popDisco

Skiffle

Emo

Ibiza

Trance

Acoustic Avant Garde

Gangster Rap Hip Hop

Ni che Market s

Christian Rock. Chav ska. ‘Green’ punk. Muslim Hip-Hop. Northern Soul. Bhangra Beats. Political Metal. Power ambient. Street sample. Retro Metal. New Wave of Electro.

Consider trying to adapt Consider trying to adapt your scene to fit with a your scene to fit with a current trend.current trend.

We will try to develop We will try to develop ideas on niche markets ideas on niche markets later on…later on…

Musi c Cul t ure Do you feel that you belong to a particular music scene?

Do you think that people assume things about you because of your musical tastes?

Will there always be music scenes?

What does it take for a music scene to become successful? Consider the artists themselves, the culture, the style / fashion, any technology involved and any other trends.

Can you think of any genres that rely on the influence of any of these?

What do you know about the origin of these genres? For example, what are the origins of emo?

Youth Culture - Teenage TribesAccording to research made in 2004, there existed the following ‘teenage tribes’. Each of them have their own tastes and their own values. Here they are:

• Goths

• Townies

• Skaters• Grungers• Emos• Pop Princes(ses)• Chavs

• Soulstrels

• Indies

• Clubbers• Nu-metallers

Now let’s see how much you know about the cultural face of young Britain…

Try to memorise this list now…

This list will now disappear. Write a list from 1-11 down your page and then write down the correct tribe in the order in which they appear.

Youth Culture

- Teenage Tribes

Youth Culture - Teenage Tribes (social groups)Still according to research made in 2004 (the bands may have changed a little), here is the full list of ‘teenage tribes’ in detail…

• Goths – black clothes, girls – lipstick, hair-spray. MUSIC – Fear Factory, Marilyn Manson, The Cure.

• Townies – designer labels, chunky jewellery (bling), tracksuits. MUSIC – rap, r n’ b.

• Skaters – Converse, Dickies, Silas labels. MUSIC – Avril Lavigne, Dance DJs e.g. Fatboy Slim.

• Grungers – dreadlocks, baggy trousers, converse trainers. MUSIC – Nirvana, reggae, world music.

• Emos – black, red and purple clothes, wristbands. MUSIC – Fall out boy, My Chemical Romance.

• Pop Princes(ses) – pink/silver, baby blue, accessories. MUSIC–Sugababes, Scissor Sisters.

• Chavs – Burberry caps, mini-skirts, hoodies, leggings. MUSIC – hip-hop, hardcore, trance.

• Soulstrels – short/tight clothes, nail extensions, mobile phones. MUSIC – Girls Aloud, Take That.

• Indies – seventies style, charity shops, floppy hair. MUSIC – Feeder, Ash, Keane, Razorlight.

• Clubbers – black shoes, hair gel, Ben Sherman, bright/white. MUSIC – Ministry of Sound, Faithless.

• Nu-metallers – ¾ length trousers, oversize band t-shirts. MUSIC – Blink 182, Linkin Park.

Val ues and I deol ogi es

Two years ago, the BBC published the following research…what do you think about the following…?

CLASSICAL MUSIC High self-esteem, creative, introverted and at ease.

DANCE Creative, outgoing, not gentle.

CHART POP High self-esteem, not creative, hardworking, outgoing, gentle, not at ease.

ROCK/HEAVY METAL Low self-esteem, creative, not hardworking, not outgoing, gentle, at ease.

INDIE Low self-esteem, creative, not hardworking, not gentle.

Val ues and I deol ogi es

According to the Professor involved, the research was described as ‘significant’ and ‘surprising’.

To know your audience well, you will need to tap into To know your audience well, you will need to tap into this. What drives these people? What are they passionate this. What drives these people? What are they passionate about? How are both the musicians and their audience about? How are both the musicians and their audience portrayed in the media?portrayed in the media?

So if musical taste says something about your personality So if musical taste says something about your personality then it can be said that the same personalities are likely to then it can be said that the same personalities are likely to have similar beliefs, values and attitudes (this can be said have similar beliefs, values and attitudes (this can be said to be their to be their ideologyideology..

……For our blog, we will need to deal with this in detail but For our blog, we will need to deal with this in detail but for now, let’s see if we can find any for now, let’s see if we can find any nicheniche markets… markets…

Ni che Market s

Group your favourite artists together by different criteria. Mix and match them.

Are any artists frequently mentioned together?

Do any of them share the same ‘look’? Try to find some interviews. Do they

express any views in common? Are any of these unique or particularly

different from those of other bands? Do they belong to a ‘tradition’ (in terms of

core genres and others) e.g. Wolfmother? Does some of the music you listen to go

hand in hand with a particular fashion style or activity e.g. skating, trilby hats…etc.

Want to use a niche market Want to use a niche market but can’t find one? Try but can’t find one? Try researching further…researching further…

Source Mat er i al Scrapbook It is best to create a product with a USP. Try to identify your audience now and name

some of the artists involved (if still undecided, just investigate).

Create a ‘scrapbook folder’ of items that you would associate with this genre to put into a Powerpoint presentation that we can put onto the blog.

Alternatively, create a collage by hand that can be scanned in later.

The source material could include:

Source Mat er i al Scrapbook

• pictures,• fashions,• words,• album covers,• band artwork,• logos,• items,• posters,• flyers,

• fragments of music lyrics,• ideas• expressions,• phrases / catchphrases,• articles in the mainstream media (especially news websites),• links to relevant sites and fan-sites.

You can use your scrapbook to produce a potential magazine name: Try producing a mind-map of all words that you

would associate with the message, atmosphere and overall theme of your magazine.

Then try using those words with such sites as www.thesaurus.com & www.bandnamemaker.com to blend them together and produce the perfect name.

Source Mat er i al Scrapbook

Ai ms & Obj ect i ves

To explore and identify genres. To investigate what is meant by a niche market

and to identify one. To explore the significance of genre in relation to

social groups. To begin a planning portfolio that will help to

explore your market in depth.