SlideShare a Scribd company logo
Hunti
ng
Sadie Burchett, Sam Torgerson, Jessica Philippi,
David Lambert
Conc
erts
A house concert is a chance to experience
music in a warm and intimate environment. It's
when someone opens up their home and
invites you into their living room to share in a
Con
certs
Why is this a cool
trend?
Creativity
Communi
ty
Experienc
e
Member
Social
Young
Well-Educated
“Hipsters”
Amateur
musicians
Self Expression
DIY
Rent Homes
Demographics
• 45-64 year
• No kids/Empty Nest
• Large Discretionary Income
• 19,536,809 U.S population
Psychographics
Excess Free Time
Social
Creative
Experiencers (12%) VALS
2,344,417 Target Demographic U.S population
Target Market Profile
Profile
• Prizm
Psychographics
• Movers & Shakers
• Pools & Patios
• Country Casuals
• Suburban Sprawl
Adopt It?
Need creative outlet
Desire to reclaim youth
Foster social connections
Develop community ties
Committed to encouraging musicians
Use discretionary income for experience
Process
Creative
subsystem
Audience
Performers
Managerial
Communication
Method/ Delivery
Vehicles
Neighbors
Colleagues
Family
members(child/grandchild is
a host)
Social Media (Facebook,
Twitter, blogs)
TV shows (reality show)
Consumer Production Process
Marketing
channels
Word of Mouth
TV
Magazines
Informal
Gatekeepers
Spouse
Family
Neighbors
Formal
Gatekeepers
Magazine Editors
Journalists
Consumer Production
Process
Adoption
The target market would adopt the tradition
of DIY music venues and add elements to
make it their own
Music Genre
Smaller Scale
Suburban Neighborhoods
Adoption
Though they would individualize it to suit
their needs, they would still value;
Creative
Expression
Community
Art &
Performance
Socialization
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