Bauer Media Magazines

Phoenix IV (2011)

Project Phoenix is Bauer’s proprietary insight piece looking at the latest trends affecting music consumption in the UK. This is the 4th wave of the project and this time round we’ve looked at how an individual’s musical journey is influenced by friends, media platforms and brands. Music, like never before, is everywhere and this has led musical journeys to be more complex than ever. To uncover the influences behind musical journeys we used a combination of qualitative and quantitative research techniques and finished the project by hosting a roundtable debate featuring our own music magazine editors and industry experts.

 Watch our trailer here

Top 10 Findings

1. Eureka moments define the complexity of consumers’ music journeys
Eureka moments can occur at any point on your musical journey and are the culmination of a build-up in music intensity. At the Eureka moment, an individual becomes engrossed in a genre or individual band and this tends to be a key point and protected memory on their musical journey. 

2. Genres are dead
As access to music has become more universal for even less fanatical musical listeners, music consumption is less stringently defined by genres as consumers cherry pick their journey. 

3. The album is still valuable
The album still holds appeal for consumers. There was evidence of dual purchasing amongst consumers so an initial digital download could then lead to an album purchase. Consumers place value on the physical product and if the quality and creativity is strong consumers will still purchase. 

4. Need to control artist access to drive longevity
In the age of social media you can easily follow your musical icons on a minute-by-minute basis. There was a feeling within the industry that this ease of access was leading to artists losing appeal more quickly.

5. Band heritage, as well as the thrill of new
Quite simply a band with heritage was as motivating as the bright newcomers

6. Story behind the song can drive consumer interest
In line with X-Factor hopefuls, the story behind the song was important to consumers and can act as a purchase trigger.

7. Live music remains enduringly impactful on the journey
Live music remains the pinnacle for any music fan and has a heavy and long lasting impact on the musical journey. They drive heavy consumer engagement and word of mouth within social networks.

8. Media platforms need to be used collectively to drive purchase
The musical journey is influenced by all media platforms and each has core strengths to driving purchase.

9. Magazine consumers provide a key tipping point to the mass audience
Magazines are particularly valued by music enthusiasts. This group are well informed music consumers, but value magazines to filter their music choice and validate new music as they penetrate your social network.

10. Brands are openly welcomed, if they do it right!
Previously consumers understood the need for brands becoming more involved in music, but they were perceived as a necessary evil. As execution and creativity improves consumers openly accept brand involvement. Our industry debate highlighted that the industry is placing these brand partnerships very much at the heart of what they are doing.

 

To book an appointment to view our new presentation contact your usual representative, or Rob Walsh 020 7295 8591 / rob.walsh@bauermedia.co.uk