GEN Y
&
MUSIC

Gen Y - The Stereotype…
JWT Busting Gen Y Myths http://www.stwgroup.com.au/whats-interesting/GetWhatsInterestingPost.aspx?id=270 (image via Wordl.net)

WHO IS GEN Y?
According to Oztam, they were born 1976 - 1990
Gen Y includes anyone who this year is turning anywhere from 19 to 33.
From Hermione to June Carter-Cash.
(FYI Emma Bunton, Adrian Grenier, Cat Deeley, Brett Lee, Colin Farrell, Alicia Silverstone
and Jennifer Capriati are technically Gen Y. Even Fred Savage fits in here!)

GEN Y CONNECT VIA
MUSIC
BRITISH COUNCIL YOUTH TRIBES (2004): Townies, Goths, Nu-mettalers, Soulstrels, Indie
Kids, Pop Princesses, Clubbers, Grungers, Skaters.
Music helps to identify each tribe. Music defines who they hang out with, what they wear,
where they go out, the media they consume and the alcohol they drink.

GEN Y DOMINATE MUSIC
Every Top 5 artist in the current ARIA singles charts
was born between 1979 – 1990.

GENERATION Y PAY
They look for 4 things when spending money:
PRICE (cheap)
QUALITY (high)
SERVICE (quick)
and an
EXPERIENCE

INTRODUCING HYPE (Williams)
Hype Williams is one of the most influential music
video directors of the last 15 years.
He pioneered fish-eye lenses and split screens in
music videos, and has worked with such high
profile musicians as Beyonce, TLC, Missy Elliott,
Kanye, Kelis, Aaliyah and Jay-Z.
When Hype Williams releases a video,
people pay attention.

“QUALITY” THROUGH
ASSOCIATION

USE EMERGING QUALITY
BUT LET THEM BE THEMSELVES

USE EMERGING QUALITY
BUT LET THEM BE THEMSELVES

DON’T FORCE
EXPERIENCES
Ted Baker’s Gig Race:
- 2 weeks
- Attend as many gigs as humanly possible
- Blog & Tweet as you go
- Win Ted Baker gear & tickets to Bestival
LINK YOUR BRAND TO MUSIC IN A CREDIBLE
WAY – HAVE YOUR AUDIENCE DO IT FOR YOU!
The winner was a 29 year old guy from Kent, who went to 27 gigs in 14 days. He
now holds the Guinness World Record for most concerts attended!

MARKETING 101
Musicians are becoming more hands on with the marketing
sides of their careers.
Lower costs.
Speak direct to the fans.
All decisions are yours.
Show your personality.

HOW TO TOPPLE THE
KING OF POP

COMMUNITY
CREDIBILITY
ACCESSIBILITY

THANK YOU
Emily Copeland
emily.copeland@mcn.com.au
0411 682 442
www.omgwithemily.com
FBi 94.5FM – Thursdays at 8:15am