Target audience

Target Audience

Ska fans

Target Audience mind map
On my mind map I noted down areas to do with my target audience such as; lifestyle, clothing, hair, music, media, interests, hobbies, values.


http://www.wikihow.com/Dress-like-a-2-Tone-Ska-fan

Taken from 'Wikihow.com'
'Dress like a 2 Tone Ska fan'

The page provides a step to step
guide on how to dress like a 2 Tone Ska fan.

Some ska fans from the 70's and 80's (Second and third wave)

How ska fans dance

'Skanking'

Skanking is a form of dancing practiced in the ska, ska punk, hardcore punk, reggae, grime, dub, dubstep and other music scenes.The dance style originated in the 1950s or 1960s at Jamaican dance halls, where ska music was played. British mods and skinheads of the 1960s adopted these types of dances and altered them. The dancing style was revived during the 1970s/1980s 2 Tone era, and has been adopted by some individuals in the hardcore punk subculture, and more recently in the grime and dubstep subcultures.

Originally, skanking consisted of a “running man” motion of the legs to the beat while alternating bent-elbow fist-punches, left and right.Over time, however, variations have emerged across the musical world. The punk version features a sharp striking out look with the arms, and is sometimes used in moshing to knock around others doing the same.

Music
Music is a large and important part of ska fans interests/ lives,
wether its going to small ska club gigs or hunting down the best of ska music.

Ska 2nd 3rd Wave (1970's & 80's 2 Tone)
The Specials
The Beat
Madness
The Selector
The Skatalites
The Upsetters

                                                      Ska punk/ modern ska
                                                                        Less Than Jake

Reel Big Fish
The Mighty Mighty Bosstones
Bowling For Soup
[Spunge]
The Aquabats
No Doubt

Reggae

Toots and The Maytails
Bob Marley

Prince Buster

The Wailers

Instruments

Brass- massive part of ska music

Trumpets

Trombone

Saxophone

Organ
Keyboards
Guitars
Drums

Music shops

Records shops :

Beatniks

Soundclass

Purple Haze

Record fayres

HMV

collect records - strong interests in music history

 

Live music

Small ska bar/ pub nights -

Local ska bands, and D.J

 Some ska gig posters/ poster art

Video of Images of ska fans music interest/ tendencies and clothing/fashion


Clothing
Rude boy & Rude girl
Skinheads
Polo shirts
Braces
Trilby hats
Sunglasses
Suits
Badges
Skinny ties
Boot- Doc Martins
Pointed shoes
Turned up jeans
Checkers
Shaven hair

Hobbies
Listening to music, live and recorded
Making music - in a band or alone (playing an instrument)
Socialising - going to pubs, gigs
Music lovers


How does your target audience draw upon past/ other subcultures?

Skinhead
A skinhead is a subcultured originated amongst working class youths in the 1960's. The first skinheads where greatly influenced by rudeboys and British Mods in terms of, music, fashion and lifestyle. Originally, the skinhead subculture was primarily based on those elements, not politics or race.Fashion-wise, skinheads range from a clean-cut 1960s mod-influenced style to less-strict punk styles.

Music
The skinhead subculture was originally associated with black popular music genres such as soul, ska, rocksteady and early reggae. The 2 Tone genre was named after 2 Tone Records, a Coventry, England record label that featured bands such as The Specials, Madness and The Selecter. 2 Tone was epcially popular in the late1970's.
 
Political beliefs
The skinhead subculture varied from far right to left beliefs. Early skinheads were not necessarily part of any political movement, but by the early 1970s, some skinheads aligned themselves with the white nationalist National Front. As the 1970s progressed, racially-motivated British Movement saw a rise in white power skinheads among their ranks. The mainstream media started using the term skinhead in reports of racist violence (regardless of whether the perpetrator was actually a skinhead); this has played a large role in skewing public perceptions about the subculture. "I'm a skinhead, and if you got a problem with that, I'll kick your teeth in".


How does it appropriate/ use elements from other subcultures?
 The late 60's and early 70's was led by the mods, skinheads, and rudeboys. 2 tone became massive by the late 70's and the skinhead subculture exploded,  originated by working class youths. The 90's saw the rise of ska punk which had early began to be influenced by punk bands in the 70's like Sham 69. A Calfornia based rocord company kicked of this regenerated sounds, signing bands like Reel Big Fish and Less Than Jake.

How have these elements/ signifiers been hijacked for other groups/ meanings?
"Ska is not a fashion it's a way of life". Many ska fan sites seem to carry a proninate message, ska fans are passionate about their music, and carry strong political beliefs. There is a strong message of anti-racism amongst the ska music genre, this is reflected from the roots of ska, and an 'anti-skinhead' movement., but of course not all skin heads right wing.

Shane Meadows, 'This is England' heavily portrays the skinhead culture and it's rise with the political uncertity the United Kingdom faced at the time.

An archive image of skinheads used in the opening of 'This is England'.