Music Consumption and Music Community among the USA’s …€¦ · music consump on of ar sts/music among Plurals. o Regression analysis points to it being the #1 driver that impacts

Music Consumption and Music Community among the USA’s Next Generation. �June 2013 �

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Gracie Management Presents

Objectives of Plurals Research

“This research was primarily conducted to understand the levels of music consumption among the Pluralist Generation (Plurals)*, and if the need for communities based around musical artists and genres are still relevant to them, compared to the preceding generation - the Millennials. Things have ebbed and

to technology, and it is intriguing to learn more about Plurals’ relationship with music.” - Chasson Gracie, Founder and CEO of Gracie Management; Director of Strategic Planning, Dieste�

*: Magidin 1997 to the present. Key characteristics they found include last

American Dream and affected by blended gender roles.�

Powered by Science and Art�

Interviewed 862 people between April 3rd, 2013 and April 12, 2013�


Data Collection & Analysis Method

Data Collection Method: Online�

Data Source: Panel and River Sample via sample provider�

Sample divided into 425 Plurals and 437 Millennials �

Country: USA�

Weighting: Weights were applied to gender, race/ethnicity and Census region to ensure

representativeness�

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ages of 13-17, while Millennials were 18-34�

Data Analysis Techniques – Descriptive Statistics and Advanced Analytics (correlation analysis, factor analysis and linear regression analysis)�


Executive Summary

§  Plurals place less importance on having communi�es formed around ar�sts/bands, which has an impact on how and if they consume music. o  While music is a passion point as it has been for previous genera�ons, it is less

so for Plurals. There is so�ening in their connec�on with music, including 10% sta�ng they have li�le to no passion for music.

o  Only 25% of Plurals state it is “very important” to form communi�es around ar�sts/bands they like.

§  Stronger communi�es (e.g. fans clubs, online non-‐pla�orm communi�es) among

fans, and with ar�sts, leads to higher music consump�on of ar�sts/music among Plurals. o  Regression analysis points to it being the #1 driver that impacts high music

consump�on, followed by other non-‐listening music ac�vi�es.

§  51% of Plurals can be classified as having high music consump�on. o  Females are more likely to have high music consump�on (56%) among Plurals,

further confirming our previous research findings that around 18 years-‐old a flip occurs, and males become more likely to have music consump�on.


Executive Summary (Cont’d.)

§  Geography Ma�ers – Plurals living in the South and Midwest are more likely to have high music consump�on than those living in the Northeast and West. o  55% of Plurals in the South have high music consump�on as do 53% of Plurals in

the Midwest. §  Differences in community a�ributes – for Plurals, it is more about the “I” and for

Millennials it is more about the “we”, which corresponds to previous non-‐music research conducted that found more similari�es with the “Me Genera�on”, many of whom are their parents. o  90% of Plurals who believe in the importance of community around an ar�st/

band agree “Being a member of this community makes me feel good” o  82% of Millennials agreed “Members of this community have shared important

events together, such as meet-‐ups in-‐person, online hangouts, forum discussions, etc.”

§  Plurals who listen to less mainstream music, such as folk, jazz and avant-‐garde, are

highly more likely to have higher consump�on than Plurals who listen to more mainstream and ubiquitous music.


Implications

§  Ar�sts and labels need to pay more a�en�on to building communi�es and not simply crea�ng pages on channel pla�orms. Facebook, Twi�er et al are pla�orms, but they do not alone foster community that leads to deeper connec�ons among fans, which then leads to a higher likelihood of them having high music consump�on. This issue seems to be a big difference in rela�onship between fans and ar�sts these days.

§  Instead of just a channel strategy, ar�sts and labels need to start implemen�ng messaging

strategies on these channels that combine a) overall brand personality of the ar�sts, b)needs and expecta�ons of fans of the ar�sts and c) focus on fostering connec�ons among the fans making them have experiences which lead back posi�vely to the ar�st at the center. The main focus should not be on the ar�st.

§  Ar�sts and labels need to pay more a�en�on to engaging with younger fans in the South

and Midwest as they are more likely to have high music consump�on, so this should have an impact on decision about touring, geographic placement of messaging, where to hold events, etc. The South and Midwest are more than just stopping in Atlanta and Chicago.

§  While certain music styles may never become the dominant force of popular music (ska,

La�n, reggae, etc.), there is much ar�sts looking to enter the mainstream can learn from these genres when it comes to planning a community and maintain one without the support of the most pres�gious blogs, music magazines et al.


Music Is S�ll a Passion Point – Not Surprisingly

§  For 60% of Plurals, they agree with the statement.

“Music means a lot to me, and is a passion of mine.”

§  It is worth no�ng some so�ening among Plurals as 1 in 10 (10%) stated, “I like music but it does not feature heavily in my life” or “music has no par�cular interest to me”, which is more than 3X greater than Millennials (3%).

too.�

band really represented one’s attitudes and beliefs as it was a tangible representation.�

��It seems Plurals have many other competing things they can use to represent their attitudes and beliefs compared to previous generations.�


Importance of Musical Community

it as “important”�

Five statements form the defini�on

§  Answers across all five variables determined the mean (average) for all Plurals. Those above the mean were tagged as having high music consump�on.

Note: For those who read the “Gracie Management Music Consump�on Model Report” among Millennials from Sept 2012, note we did not apply weights on each variable for Plurals since most Plurals are not genera�ng a significant amount of income.


How High Music Consump�on Is Defined

Music Video Consump�on Music Streaming Consump�on

Digital Music Purchases Live Music Consump�on

Ar�st/Band Memorabilia Purchases

If you believe in the importance of community around ar�sts/bands and par�cipate, you are much more likely to have high music consump�on. 66% of Plurals part of a music community have high music consump�on

while Only 32% of Plurals who are not part of a music community have high music consump�on

Percentage of Plurals with high music consump�on


Music Communi�es Impacts Music Consump�on

Less popular styles tend to have more people who are high consumers of that style.


Styles of Music with Greatest % of High Music Consump�on Consumers

Ska: 85% Latin: 69% Folk: 69% Avant-Garde/Experimental: 67%

Mainstream Rock: 64%

Reggae: 64% Indie Rock/Pop: 63%

Note: Correla�on analysis yielded a moderately strong rela�onship between these two variables (.540) though not a perfect rela�onship, which is not surprising as non-‐listening goes beyond just community. Factor Analysis among 16 a�tudinal variables in ques�ons 7 – 10 (see ques�onnaire) reduced to 4 overarching variables -‐ 1 (generalist music fana�c), factor 2 (an�-‐mainstream tradi�onalist), factor 3 (an�-‐mainstream scenesters), 4 (nostalgic dreamer) Note: There are other variables out there that impact likelihood of high music consump�on. 7 variables were used as independent variables – importance of music, music community, non-‐listening music ac�vi�es, race/ethnicity, and 4 factors. These are not all the variables that cover variance.


Drivers of High Music Consump�on

Driver #1 Music Community Importance

Driver #2 Music Ac�vi�es (Not-‐Listening)

High Music Consump�on


Difference in Community A�ributes for Plurals vs. Millennials

Focus on the I For Plurals, “ me feel good”, is the #1 reason stated for wanting to be part of a

member of this community is a part of my identity”. �

Focus on the We For Millennials, the “we” of community plays more of a role and setting up rules and regulations within a

“Members of this community have shared important events together, such as meet-ups in-person, online hangouts, forum discussions, etc.” and “If there is a problem in this community, members can get it solved”

72% of Plurals agreed “I like to interact with fans of artists/bands I like”. Fan-

Centric


Fan-‐Centric More Important than Ar�st-‐Centric

43% of Plurals agree “I need to be able to interact directly with artists/bands I

directly after a show). Artist-Centric�

88% of Plurals with high music consumption agree.�

§  16% of Plurals state “I spend as much free time as possible on music-related activities (not listening)” compared to 23% of Millennials

§  35% of Plurals occupy the middle ground - I spend a good amount of free time on music-related activities (not listening) but not necessarily more than other pastimes and hobbies�


Time Spent on Music-‐Related Ac�vity (Beyond Listening)

Plurals: �

�Electronic (EDM, synthpop �

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�Millennials:

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Influence of Electronic plays more of a role among Plurals

Plurals are less likely than Millennials to rate liking a major styles of music except Electronic and Avant-‐garde/experimental


Styles of Music Liked Overall

Folk: 80% Jazz: 70% Avant-‐Garde/Experimental: 69% Reggae: 67% Blues: 66% La�n: 66% Mainstream Rock: 65%


Styles of Music with Greatest % of Fans for Whom Music Community Is Important


High Music Consump�on by Geography

Majority of Plurals in the South and Midwest have high music consump�on

45% Northeast

45% West

55% South

53% Midwest


Gender

Age plays a role – Less about genera�on and more about age. During teen years females tend to have higher music consump�on but moving into young adulthood it is male. Confirmed also by our Gracie Management Music Consump�on Model Report

56% of Plurals with high music

consump�on are females.

55% of Millennials with high music consump�on are males.

Peak age for Plurals having high music consump�on is 15-‐years-‐old with 55% overall having high music consump�on, compared to only 39% at 13 years-‐old*.

*small base size at 13 years-‐old, proceed with cau�on though trend follows


Age

Four factors yielded themselves to explain different types of music fans


Four Types of Music Fans – Factor Analysis

Music Fans Factor 4 (Nostalgic dreamer)

Factor 2 (An�-‐

mainstream tradi�onalist)

Factor 1 (Generalist music fana�c)

Factor 3 (An�-‐mainstream scenesters)

 

 

 

 

   

Mixed racial/ethnically

Believe in Importance of music

community


Addi�onal A�tudinal Profile of Plural High Music Consumer

Agree “I prefer an element of experimentalism in music I like”

Much more likely to want a concert with a mul�media experience

Believe “Music used to be be�er in the past than it is

today”

Blog approval means something but to less than half of them

Female skew

Branding Predic�ve Modeling


What Gracie Management Does for Ar�sts & Record Labels

Music Marke�ng Magic

Email: [email protected] Linkedin: www.linkedin.com/in/chassongracie

Web: www.graciemgt.com Plurals Ques�onnaire: www.graciemgt.com

Twi�er: @graciemgt Facebook: www.facebook.com/graciemgt


More Informa�on About Chasson Gracie & Gracie Management

Thank you

Gracias

Merçi


Documents

Music Consumption and Music Community among the USA’s …€¦ · music consump on of ar sts/music among Plurals. o Regression analysis points to it being the #1 driver that impacts