Research&Planning: RavenFace's style.

RavenFace describe themselves as Heavy Metal in genre and because of this their main target audience would be the sub-culture known as metal-heads although other sub cultures such as punks, emos', and rockers may listen to them as well.

As further research into this sub-culture of people I contacted Neil Taylor who is the head of the Uk Tribes website, a website solely dedicated to understanding the cultures and sub-cultures of today's British youth. The information collected on this website is done by actually talking to young people today and asking them questions, thus collecting really relevant and truthful information. There is a quiz that people can take which at the end then gives you a 'tribe' that, based on your and other peoples answers, you seem to belong to (I was a grunger with signs of mosher and skater!)  Through email with Taylor I was allowed further access to the website, which has lots of helpful information on a lot of current sub cultures.

http://uktribes.com/

Information on metalheads from UK Tribes

An enduring tribe consisting of those into metal, heavy rock and a bit of old school punk. Damnation, Download and the Carling (Reading and Leeds) festivals are popular destinations for members of this tribe – as are most opportunities for violent slam dancing in big, sweaty arenas.

About the tribe:

The Metalheads tribe generally sees more people coming and going than other tribes – appeal wanes for many quite quickly. Metalheads feel no need to justify themselves to others, and are generally a friendly badge-wearing bunch but they do have a tendency to hate Chavs and Townies, as well as generally frowning upon the musical tastes of the Emos and Indie Scenesters.

This tribe is keen on mixing up newer and older varieties of metal, punk and rock – so older classic metal bands like Pantera, Metallica and Killswitch Engage have currency as well as more recent, and more experimental, bands such as Cobalt and Converge.

The Internet plays an important part in the scene. Local or obscure bands are big among Metalheads, so an online community plays a vital role for talking and sharing music. As such, forums like ‘UK Metal Underground’ and the ‘Metal Hammer’ forum are popular destinations. As is file-sharing software like Limewire or Vuze.

You’ll mainly see them wearing black, though not exclusively. A black band t-shirt and blue pair of jeans would be the typical look of a Metalhead.

Tribe Icons:
Metallica, Dita Von Teese, Lemmy, Dani Filth, Five Finger Death Punch

Alternative Names:
Moshers, Grungers, Rockers



This information will be very helpful for me when branding and marketing, especially the Media consumption and brands as this will show me where the best place to market RavenFace so that it reaches the audience.