5 categories of music lovers
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The document summarizes 5 common categories of music lovers: 1) Common Grounders seek popular music and bond over common interests, influenced by peers and parents. 2) Identity Seekers use obscure genres to shape their identity and values through music. 3) Trend Surfers know genres but enjoyment is secondary; music is social currency. 4) High Fidelity fans intensely focus on one genre, collecting music and valuing its history and production. 5) Aural Flaneurs enjoy a variety of music for pleasure and nostalgia, using it to enhance experiences.
5 categories of music lovers
- 2. Music Fans
- 3. They can be quite different
- 4. BUT THERE ARE 5 COMMON categories THAT many music lovers fit into
- 5. THE CATEGORIES Common Identity Trend High Aural Grounders Seekers Surfers Fidelity Flaneurs
- 7. Common Grounders How do they listen? Chronic repetition increases rather than decreases enjoyment Exposed to, rather than seek out music Demonstrate and Copy performance is a key part of success to this stage (Wiggles, Macarena, PSY)
- 8. Common Grounders PSYCHOLOGICAL CONTEXT Strong desire to bond over common interests. The more people that like what you like, the better Individual taste < Majority taste Idolize music heroes, will dress up as their favorite stars
- 9. Common Grounders Purchase behaviors High disposable income but music purchase is partly curated by their parents Music purchases heavily influenced by peers Limited online capabilities means pirating is relatively low
- 10. Common Grounders Online behaviors Facebook/Instagram/Snapchat/YouTube ‘Kids online games’ such as Club Penguin Supervised browsing on shared devices
- 11. Common Grounders TYPICAL eRAS for this stage
- 12. IDENTITY SEEKERS
- 13. Identity seekers HOW DO THEY LISTEN? Seeks out genres that they aren’t naturally exposed to Obsessed by the stories behind the artists (Kurt Cobain, Ian Curtis etc.) Quality of music is secondary to identity of the genre and emotions tied into the music
- 14. Identity seekers Psychological context Genre they love shapes personal identity and values Use music escapism as a way to deal with intense psychological developments Music as a form of rebellion, consistent across genres (Gangster rap, Punk, Metal)
- 15. Identity seekers Purchase behaviors Yeeaaarrrr I be a pirate! Whilst music purchase is low, purchase of music related items such as posters, merchandise and other identifying items is high All the concerts. Concert wristbands are badges of honor
- 16. Identity seekers ONLINE BEHAVIOURS Snapchat/Instagram/Tumblr/Facebook/YouTube/Twitter Online shrines to the genres they love (Tumblrs/Facebook cover photos) Online fan groups and forums
- 17. Identity seekers Typical music eras
- 18. TREND SURFERS
- 19. tREND SURFERS HOW DO THEY LISTEN? Knowledge of genres > enjoyment of music Bell curve drop off for band’s popularity within this stage Return to radio and other media outlets for music discovery (Pitchfork, XLR8R)
- 20. tREND SURFERS Psychological context Insecure, music listened to as a a social personality builder Concept of identity and self-image shifts quickly through phases Music is valuable social currency within the peer group
- 21. tREND SURFERS Purchase behaviors Supporting the ‘scene’ starts to become important to some so a slight decrease in illegal downloads Physical copies of songs (vinyl) bought as decorative merchandise rather than listening material Going to concerts is a lifestyle purchase rather than a passion purchase
- 22. tREND SURFERS Online behaviors Facebook/instagram/blogs/hypemachine/soundcloud/twitter/tumblr Online identity curation is critically important Digital brags in the form of first finds of songs/memes/interesting content
- 23. tREND SURFERS TYPICAL MUSIC ERAS
- 24. HIGH FIDELITY
- 25. HIGH FIDELITY hOW DO THEY LISTEN? Into one genre specifically Equally important to be aware of the genre’s past as well as up to date with new releases Collecting, knowledge of artist, production and instruments used is important. This stage is more intellectual than others
- 26. HIGH FIDELITY Psychological context Music is a solitary experience, in this category fanatics would go to a gig alone Use the pressure of collecting and staying on top of the latest releases to replace real life pressures Music lovers in this category can be split into those who use their intense devotion to a genre as an escape and those who intellectualize music to a point where it helps them think about life
- 27. HIGH FIDELITY PURCHASE BEHAVIORS They buy a lot! Respect for the genre and artist means pirating is lower than other stages Vinyl and the crate digging rituals that come with it is critical. Music becomes so important that it deserves physicality, a large collection of vinyl is a shrine to the genre. More money spent on audio equipment for listening
- 28. HIGH FIDELITY Online behaviors Facebook/soundcloud/youtube/blogs/podcasts/forums/genre specific websites Active members of genre-specific forums for new release news and comprehensive discussions Digital brags only relevant within the dedicated communities, so communications within echo chambers such as private groups on facebook are common
- 29. HIGH FIDELITY Typical music eras
- 30. AURAL FLANEUR
- 31. AURAL FLANEUR How do they listen? Pure enjoyment music used for happiness, pleasure and nostalgia Exposed to music from a variety of genres and eras. Not too concerned with the relevancy of the source of exposure and loyalty to artists is low. Use music to aid their situations rather than escape from them, i.e work playlists and playlists for entertaining
- 32. AURAL FLANEUR Psychological context Stressed with work and family Comfortable with identity, not easily influenced Happy to dip into cultural experiences but won’t adopt them as part of their personality as much as younger stages
- 33. AURAL FLANEUR Purchase behaviors High income and relatively low digital knowledge means purchase is high Itunes is a convenient way for them to purchase the music they love, Spotify is also popular Happy to purchase albums before listening to the songs
- 34. AURAL FLANEUR ONLINE behaviors Facebook/YouTube/Major Web/Spotify/Pandora Streaming podcasts from major media sources As easily influenced by online album reviews as friend recommendations
- 35. AURAL FLANEUR Typical music eras
- 36. AURAL, BEHAVIOURAL AND CULTURAL PROGRESSION
- 37. aS WE GET OLDER OUR TASTE IN MUSIC CHANGES ALONG WITH OUR BEHAVIORS AROUND MUSIC. Common Identity Trend High Aural Grounders Seekers Surfers Fidelity Flaneurs lET’S LOOK AT SOME PROGRESSIONS THROUGHOUT the categories
- 38. hOW THEY LISTEN Common Identity Trend High Aural Grounders Seekers Surfers Fidelity Flaneurs Exposed to Seek music Only listen to Only exposed Exposed to music (pop) they aren’t music that to music music (wide exposed to they are within a variety) exposed to specific genre from relevant sources
- 39. Psychological context Common Identity Trend High Aural Grounders Seekers Surfers Fidelity Flaneurs Use music to Use music to Use music to Identify with Use music for bond with the create build identity music emotional majority identity within value pleasure a minority
- 40. Purchase behaviors Common Identity Trend High Aural Grounders Seekers Surfers Fidelity Flaneurs Purchase Purchase Purchase Purchase Purchase influenced by influenced by deterred by influenced by influenced by majority minority majority genre desires enjoyment influence
- 41. Online behaviors Common Identity Trend High Aural Grounders Seekers Surfers Fidelity Flaneurs Supervised Digital identity Online Browsing Digital browsing search curation within digital tourism echo chambers
- 42. THANK YOU Michael goldstein, strategist at Mry nyc. @Mickeyg77 Email me questions and thoughts – [email protected]