The document discusses the concept of casual music fans, highlighting their differences from super fans and second wave fans. It emphasizes the importance of understanding the social dynamics of music consumption and engagement through ethnographic research and surveys. The findings suggest that casual fans pay attention to their friends' musical opinions, and the document advocates for helping music evangelists connect with listeners in relatable ways.

1. Casual Music Fans:
Behind the Trend and Proud
@fredaraMareva
@Jooksi
#CasualFan

2. What is a fan?

3. What is a super fan?

4. What is a casual fan?

6. Casual Music Fans
• Categories
– Second wave fans
– Passive listeners
• Look to super fans for:
– Quality control
– Contextual cues

7. Questions
• What the hell is a “casual music fan?”
• What triggers folks to engage music or give
an artist an sincere listen?

8. The Jooksi Labs Approach
• Talk to folks at shows
Party – Ethnographic research
+ • Traditional surveys
– Quantitative context
Research • Hang out with folks
and observe their
musical lives
– Qualitative context

9. Coalition Of Fans

10. What We Think is Happening
What We’re Learning About
Super Fans Casual Fans

11. Friends!
• People pay some attention to their friends
FB posts (77%)
• People pay lots of attention to what their
friends say (89%)
• If they like you they’ll talk with friends about
you (78%), but they’re also highly likely to
post about you (64%) or play your music for
friends (61%).

12. So What?
• Help music evangelists evangelize, not in
super fan terms, but in real people terms
• Insinuate the music into peoples lives by
connecting with social and functional needs

13. Phase Two Research
• Expanded study and white paper:
– What roles does an album or song play in a
person’s life?
– What activities do people do while listening to
particular artists?

14. What would be helpful to you?

15. Thank you!
• fredara@jooksi.com
• www.facebook.com/jooksi
• @jooksi
• #casualfan
• @fredaraMareva

16. Fair and Balanced Fan Evangelism
Artist
Super fans
Social Functional
Fans Fans