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ByTim Walker, Co-Founder & Managing Director, The Leading Question (UK) Discover key learning from a survey of music fans in Europe, Asia and the USA, exploring their relationship with music and artists today, through areas including digital music consumption to business models, possible solutions to piracy and file sharing, and the role of ISPs.
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MidemNet :: Saturday 17th January 2009
Voice of the fans........
Clients
Survey Overview........
• Major label fan database
• France, UK, US
• Over 1300 music fans
• Artists & Fans, Filesharing and Business Models
Artists and Fans........
Keeping Informed
Importance of direct communication Don’t forget Google Adwords
Artist Merchandise
Interest in artist based subscription models
Opportunity for labels and managers to develop more artist-specific subscription services
What fans want from an artist subscription model
5%
11%
12%
14%
16%
17%
19%
21%
26%
27%
38%
42%
50%
0% 10% 20% 30% 40% 50% 60%
None of the above
Backstage access to virtual gigs
Podcasts from band members
Videos from each band member
Access artists’s creative output
Show/ticket Text Alerts
‘Members only’ internet gigs
Concert 'Queue Jumper' feature
‘Private gigs’ with other fans
Artist & fan ‘weekend get-aways’
Priority access to tour tickets
Half price concert tickets each tour
Exclusive unreleased MP3’s
Fans value practical, tangible benefits most highly
Death of the album greatly exaggerated?
Fans claim they like albums as they are
Filesharing / Sharing........
Are you worried about being caught for file-sharing?
France bucks the trend on filesharing fears
If you received a letter from your ISP warning you about file-sharing would you stop?
If you were threatened with your broadband/ ISP being shut off would you stop file-sharing?
Threat of disconnection not much more effective than warning letters
If you received a letter from your ISP warning you about file-sharing would you stop?
If you were threatened with your broadband/ ISP being shut off
would you stop file-sharing?
Base: File-sharers (19% of total sample)
Disconnection threat has more effect when just looking at filesharers
Business Models........
Digital Behaviour
Trend towards access based services rather than ownership
Which of the following would you prefer to get your music provided by?
ISPs are number one choice as digital music provider
Preferred ‘unlimited music download service’
1. Phone/PC based service from mobile network
2. Phone/PC based service from mobile handset manufacturer eg Nokia Comes With Music
3. Annual up-front PC based subscription eg Datz music lounge
4. Free from ISP/mobile network but tied to that provider eg TDC Denmark
5. Rental-based subscription egMusicStation, Napster
Once again the ISP based model is the most popular
Key Findings – Artists & Fans........
• Artist website and direct communication from the artist most important
• Continued relevance of MySpace
• Importance of Google (including Youtube)
• Interest in artist subscription models – practical benefits
• Opportunity to convert more fans to regular merchandise purchases
Key Findings – Filesharing........
• Evidence that warnings would have a significant impact on behaviour (only 9% of survey would ignore a warning, with France the most defiant at 14%)
• The difference between a simple warning and threat of broadband cut-off most obvious when we look at filesharers only (41% would stop for warning, 63% for cut-off threat)
• Younger respondents are the most worried, message getting through?
Key Findings – Business Models........
• Trend towards access rather than ownership, can this be monetised?
• When looking for providers of music services, ISP and cable/satellite most popular, yet least developed services to date
• Business models – TDC/Datz type approaches most favoured (ISP again!)
- Hardware-bundled (eg Comes with Music) type approach least popular currently, a marketing challenge?
