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5 categories of music lovers


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Observational insights into stages of music lovers

Observational insights into stages of music lovers

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  • 1. Music Fans
  • 2. They can be quite different
  • 3. BUT THERE ARE 5 COMMON categories THAT many music lovers fit into
  • 4. THE CATEGORIES Common Identity Trend High Aural Grounders Seekers Surfers Fidelity Flaneurs
  • 6. Common GroundersHow do they listen?Chronic repetition increases rather than decreases enjoymentExposed to, rather than seek out musicDemonstrate and Copy performance is a key part of success to thisstage (Wiggles, Macarena, PSY)
  • 7. Common GroundersPSYCHOLOGICAL CONTEXTStrong desire to bond over common interests. The more people thatlike what you like, the betterIndividual taste < Majority tasteIdolize music heroes, will dress up as their favorite stars
  • 8. Common GroundersPurchase behaviorsHigh disposable income but music purchase is partly curated bytheir parentsMusic purchases heavily influenced by peersLimited online capabilities means pirating is relatively low
  • 9. Common GroundersOnline behaviorsFacebook/Instagram/Snapchat/YouTube‘Kids online games’ such as Club PenguinSupervised browsing on shared devices
  • 10. Common GroundersTYPICAL eRAS for this stage
  • 12. Identity seekersHOW DO THEY LISTEN?Seeks out genres that they aren’t naturally exposed toObsessed by the stories behind the artists (Kurt Cobain, Ian Curtisetc.)Quality of music is secondary to identity of the genre and emotionstied into the music
  • 13. Identity seekersPsychological contextGenre they love shapes personal identity and valuesUse music escapism as a way to deal with intense psychologicaldevelopmentsMusic as a form of rebellion, consistent across genres (Gangster rap,Punk, Metal)
  • 14. Identity seekersPurchase behaviorsYeeaaarrrr I be a pirate!Whilst music purchase is low, purchase of music related items suchas posters, merchandise and other identifying items is highAll the concerts. Concert wristbands are badges of honor
  • 15. Identity seekersONLINE BEHAVIOURSSnapchat/Instagram/Tumblr/Facebook/YouTube/TwitterOnline shrines to the genres they love (Tumblrs/Facebook coverphotos)Online fan groups and forums
  • 16. Identity seekersTypical music eras
  • 18. tREND SURFERSHOW DO THEY LISTEN?Knowledge of genres > enjoyment of musicBell curve drop off for band’s popularity within this stageReturn to radio and other media outlets for music discovery(Pitchfork, XLR8R)
  • 19. tREND SURFERSPsychological contextInsecure, music listened to as a a social personality builderConcept of identity and self-image shifts quickly through phasesMusic is valuable social currency within the peer group
  • 20. tREND SURFERSPurchase behaviorsSupporting the ‘scene’ starts to become important to some so aslight decrease in illegal downloadsPhysical copies of songs (vinyl) bought as decorative merchandiserather than listening materialGoing to concerts is a lifestyle purchase rather than a passionpurchase
  • 21. tREND SURFERSOnline behaviorsFacebook/instagram/blogs/hypemachine/soundcloud/twitter/tumblrOnline identity curation is critically importantDigital brags in the form of first finds of songs/memes/interestingcontent
  • 24. HIGH FIDELITYhOW DO THEY LISTEN?Into one genre specifically Equally important to be aware of the genre’s past as well as up todate with new releasesCollecting, knowledge of artist, production and instruments used isimportant. This stage is more intellectual than others
  • 25. HIGH FIDELITYPsychological contextMusic is a solitary experience, in this category fanatics would go to agig aloneUse the pressure of collecting and staying on top of the latestreleases to replace real life pressuresMusic lovers in this category can be split into those who use theirintense devotion to a genre as an escape and those whointellectualize music to a point where it helps them think about life
  • 26. HIGH FIDELITYPURCHASE BEHAVIORSThey buy a lot! Respect for the genre and artist means pirating islower than other stagesVinyl and the crate digging rituals that come with it is critical. Musicbecomes so important that it deserves physicality, a large collectionof vinyl is a shrine to the genre.More money spent on audio equipment for listening
  • 27. HIGH FIDELITYOnline behaviorsFacebook/soundcloud/youtube/blogs/podcasts/forums/genrespecific websitesActive members of genre-specific forums for new release news andcomprehensive discussions Digital brags only relevant within the dedicated communities, socommunications within echo chambers such as private groups onfacebook are common
  • 28. HIGH FIDELITYTypical music eras
  • 30. AURAL FLANEURHow do they listen?Pure enjoyment music used for happiness, pleasure and nostalgia Exposed to music from a variety of genres and eras. Not tooconcerned with the relevancy of the source of exposure and loyaltyto artists is low.Use music to aid their situations rather than escape from them, i.ework playlists and playlists for entertaining
  • 31. AURAL FLANEURPsychological contextStressed with work and familyComfortable with identity, not easily influencedHappy to dip into cultural experiences but won’t adopt them as partof their personality as much as younger stages
  • 32. AURAL FLANEURPurchase behaviorsHigh income and relatively low digital knowledge means purchase ishighItunes is a convenient way for them to purchase the music they love,Spotify is also popularHappy to purchase albums before listening to the songs
  • 33. AURAL FLANEURONLINE behaviorsFacebook/YouTube/Major Web/Spotify/PandoraStreaming podcasts from major media sourcesAs easily influenced by online album reviews as friendrecommendations
  • 34. AURAL FLANEURTypical music eras
  • 36. aS WE GET OLDER OUR TASTE IN MUSIC CHANGESALONG WITH OUR BEHAVIORS AROUND MUSIC. Common Identity Trend High Aural Grounders Seekers Surfers Fidelity FlaneurslET’S LOOK AT SOME PROGRESSIONS THROUGHOUT thecategories
  • 37. 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
  • 38. 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
  • 39. 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
  • 40. 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
  • 41. THANK YOUMichael goldstein, strategist at Mry nyc.@Mickeyg77Email me questions and thoughts –