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V A L U E S
CONSUMERS
/
Very passionate,high valuesegment. Truly love their artists
and active lyadvocate. Digitally active but also consume
physical formats.Very active on social media and.
Very passionate,experts on music. Tend to be older and
seeking quality. Love their treasured physical collection but
also open to digital. Very willing to spend.
Very engaged with music. Early adopters in general and
tech savvy. Affluent, willing to pay for music and high value.
Heavy users of paid digital formats. Like to be up to date on
music.
Engaged with music, but very unwilling to spend on music
they can get for free - tend to stream and pirate. No desire
to own music.
Engaged with music, but music is less of a priority in their
life. Open to purchasing, but only spend small amounts.
Tend to exchange music with friends.
Low spend but regular radio exposure to more mainstream
music. Lean back/ followers. Unwilling to spend.
Little or no interest in music. Includes nonlisteners of
music. Low awareness and have few touchpoints. Tend to
be older.
BRAND
ARTIST