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Behavioral Characteristics of
Electronic Music Fans
Overview | Process | Results | Future | Contribution | Impact
The Question
How are electronic music fans unique?
•
•
•
•
•
Expectations
Preferences
Willingness to Pay
Social Interactions
Listening Habits
Overview | Process | Results | Future | Contribution | Impact
1
Why ask this?
•
Personal
interest in electronic music
• Career aspirations to work with electronic artists
• First-hand observations of differences between fans
• Let’s look at some interesting data…
Overview | Process | Results | Future | Contribution | Impact
2
Why ask this?
• A 2012 Nielsen industry report showed that digital track sales of
electronic music grew 36% vs. overall digital growth of only 5%.1
Why? It’s been around for decades…
Overview | Process | Results | Future | Contribution | Impact
3
Why ask this?
•
The
IMS reported that how much an artist reaches out via Twitter
does not directly indicate the amount of followers or fans they will
gather.2
• The SME reported only 37% of marketers believe Facebook
marketing is effective. 3
Why do many electronic artists market constantly on social media?
Overview | Process | Results | Future | Contribution | Impact
4
Why ask this?
• The IMS also reported that popular electronic artist DJ Hardwell
increased his number of social media followers per day by 300%
while performing at Ultra Music Festival in 2013.4
Was social media promoting his live performance or vice versa?
Overview | Process | Results | Future | Contribution | Impact
5
Hypothesis:
Electronic music fans behave differently.
Overview | Process | Results | Future | Contribution | Impact
6
Support
• Study of 1,019 respondents
• 67% of EDM fans heard about the events that they attended via social
media (vs. 40% for other concert goers). 5
• 73% of EDM fans report that seeing friends posting about attending an
event on Facebook, Twitter, Instagram, etc. makes them want to attend
more (vs. only 36% of other concert goers). 6
Overview | Process | Results | Future | Contribution | Impact
7
The Idea
• Collect data
capable of
highlighting the
differences
between fans
• Expand on the
Eventbrite study
by focusing on
recorded music
and digital
interaction rather
than live
• Discover behaviors about
new industry practices (e.g.
streaming, “name your own
price” albums, tiered
payments & added value
products)
• Analyze and organize the
data to provide value for
any artist, individual, or
company participating in
music business
Overview | Process | Results | Future | Contribution | Impact
8
3 Phases
1. Design
2. Collection
3. Analysis
Overview | Process | Results | Future | Contribution | Impact
9
Phase 1: Design
Quantitative + Qualitative options
Survey Tools
•
•
•
•
•
•
•
•
Google Forms
Zoomerang
SurveyGizmo
SurveyMonkey Gold
No question limits
No response limits
Filtering
Comparing
•
•
•
•
Data export
Text analysis
Data trends
Individual analysis
Overview | Process | Results | Future | Contribution | Impact
10
Phase 1: Design
Research of Survey Methodology
•
•
•
•
Confidence Intervals
Sample Design
Mode Effects
Question & Format Biases
Survey Evaluation
•
•
•
Trial respondents
Feedback
Analysis tools testing
Final Draft
•
•
16 Questions
Includes some demographics
Overview | Process | Results | Future | Contribution | Impact
11
Phase 2: Collection
Online Distribution & Personal Requests
• 62 Music & Audio Forums
• Targeted music, entertainment, and media fans of all types
Running length of 2 weeks
Responded to questions and defended integrity
•
•
•
478 Comments generated
Debates about methodology
More feedback
Overview | Process | Results | Future | Contribution | Impact
12
Phase 2: Collection
Total number of respondents:
4,404
Overview | Process | Results | Future | Contribution | Impact
13
Phase 3: Analysis
Using survey tools:
•
•
•
•
Filters
Comparing
Trends
Multiple variable analysis
Applying research:
•
•
Statistics, odds ratios, probabilities, etc.
Comparing to outside studies
Let’s look at some selected data…
Overview | Process | Results | Future | Contribution | Impact
14
What is your preferred music genre?
36%
26%
25%
13%
Rock
Electronic
Hip Hop
*Others
*Includes: Pop, R&B, Folk, Jazz, Country & Classical
Overview | Process | Results | Future | Contribution | Impact
15
Would you buy music that is legally
available to stream for free?
35%
30%
25%
20%
15%
10%
5%
0%
Yes, Digital
Yes, Physical
Electronic
No
Other Genres
Overview | Process | Results | Future | Contribution | Impact
16
When you purchase music, which
formats do you seek?
128kbps MP3
320kbps MP3
Uncompressed/Lossless
CD
Vinyl
0% 10% 20% 30% 40% 50% 60% 70% 80%
Electronic
Other Genres
Overview | Process | Results | Future | Contribution | Impact
17
What is your favorite way to listen to
music online?
Other Genres
SoundCloud
13.97%
Pandora
12.76%
YouTube
38.86%
Spotify
34.40%
Overview | Process | Results | Future | Contribution | Impact
18
What is your favorite way to listen to
music online?
Electronic
Pandora
Spotify 6.43%
20.62%
SoundCloud
46.01%
YouTube
26.94%
Overview | Process | Results | Future | Contribution | Impact
19
How many hours per day do you spend
engaged in listening to music?
50%
40%
30%
20%
10%
0%
<
1
hour
1-‐3
Electronic
3-‐6
>
6
Other Genres
Overview | Process | Results | Future | Contribution | Impact
20
How many different artists do you
listen to in a given week?
50%
40%
30%
20%
10%
0%
1-‐5
5-‐20
Electronic
20-‐50
50+
Other Genres
Overview | Process | Results | Future | Contribution | Impact
21
How much have you spent on recorded
music in the past year?
• Electronic Fans:
• Other Genre Fans:
$146.70
$174.40
Overview | Process | Results | Future | Contribution | Impact
22
How many times per month do you
share music on social media?
• Electronic Fans:
• Other Genre Fans:
8.73
6.04
Overview | Process | Results | Future | Contribution | Impact
23
Age Bias?
80%
70%
60%
50%
40%
30%
20%
10%
0%
< 18 years
18-30
Electronic
31-45
46-65
> 65
Other Genres
Overview | Process | Results | Future | Contribution | Impact
24
Recap
•
Electronic
fans are…
• Listening to more artists and more music overall
• Spending less (on recorded music), but sharing more
• Engaging more with digital formats
• Listening on separate platforms
Overview | Process | Results | Future | Contribution | Impact
25
Critique of Process
Feedback from respondents:
•
•
•
478 Comments generated
Debates about design and methodology
Necessary for continued interest in the survey
Critique:
“It’s discouraging because I cant choose which one of a few
styles I prefer the most. If someone reluctantly chooses only
one, you will not have true information. For example, a jazz and
folk fan may select jazz, but he might act differently than a
fan of jazz only.”
Overview | Process | Results | Future | Contribution | Impact
26
Critique of Process
2,891 Single question skips out of 70,464 question prompts
• 4.01% Skip Rate
90,559 individual responses, including 36,348 open responses
• Limited survey tools for open response analysis
• Unexpected number of results
• Cost of time
• Despite some inherent bias, I was happy with results
Overview | Process | Results | Future | Contribution | Impact
27
Next Steps
Press & Publishing
• Write article geared toward the public
• Easily digestible infographic
• Use help from Berklee to market the results
Overview | Process | Results | Future | Contribution | Impact
28
Relevance to the Industry
•
•
•
•
•
Marketers
Record Labels
Retail Outlets
Independent & DIY Artists
Anyone interested in experimenting with alternative
release tactics
Overview | Process | Results | Future | Contribution | Impact
29
Impact on Me
• Learned much more about statistics, marketing, etc.
through research
• Learned about how to analyze data sets
• Learned about methodology and bias issues
Overview | Process | Results | Future | Contribution | Impact
30
Impact on Me
• Gave me a tool to market myself – especially if the information
can be publicized
• Gave me insight into the mind of electronic music fans
• Better informed to consult and develop strategies for
artists, labels, etc. regarding pricing, release methods,
social media, etc.
Overview | Process | Results | Future | Contribution | Impact
31
Thank You
Works Cited
1.
http://www.businesswire.com/news/home/20130104005149/en/Nielsen-Company-Billboard%E2%80%99s-2012-MusicIndustry-Report
2.
http://www.internationalmusicsummit.com/img/stand_alone_files/file/original/ims-business-report-2013-final2-10.pdf
3.
http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2013.pdf
4.
http://www.internationalmusicsummit.com/img/stand_alone_files/file/original/ims-business-report-2013-final2-10.pdf
5.
http://blog.eventbrite.com/edm-fans-are-not-your-average-music-fan/
6.
http://blog.eventbrite.com/edm-fans-are-not-your-average-music-fan/
Electronic Music Fans
Overview | Process | Results | Future | Contribution | Impact
The Question
How are electronic music fans unique?
•
•
•
•
•
Expectations
Preferences
Willingness to Pay
Social Interactions
Listening Habits
Overview | Process | Results | Future | Contribution | Impact
1
Why ask this?
•
Personal
interest in electronic music
• Career aspirations to work with electronic artists
• First-hand observations of differences between fans
• Let’s look at some interesting data…
Overview | Process | Results | Future | Contribution | Impact
2
Why ask this?
• A 2012 Nielsen industry report showed that digital track sales of
electronic music grew 36% vs. overall digital growth of only 5%.1
Why? It’s been around for decades…
Overview | Process | Results | Future | Contribution | Impact
3
Why ask this?
•
The
IMS reported that how much an artist reaches out via Twitter
does not directly indicate the amount of followers or fans they will
gather.2
• The SME reported only 37% of marketers believe Facebook
marketing is effective. 3
Why do many electronic artists market constantly on social media?
Overview | Process | Results | Future | Contribution | Impact
4
Why ask this?
• The IMS also reported that popular electronic artist DJ Hardwell
increased his number of social media followers per day by 300%
while performing at Ultra Music Festival in 2013.4
Was social media promoting his live performance or vice versa?
Overview | Process | Results | Future | Contribution | Impact
5
Hypothesis:
Electronic music fans behave differently.
Overview | Process | Results | Future | Contribution | Impact
6
Support
• Study of 1,019 respondents
• 67% of EDM fans heard about the events that they attended via social
media (vs. 40% for other concert goers). 5
• 73% of EDM fans report that seeing friends posting about attending an
event on Facebook, Twitter, Instagram, etc. makes them want to attend
more (vs. only 36% of other concert goers). 6
Overview | Process | Results | Future | Contribution | Impact
7
The Idea
• Collect data
capable of
highlighting the
differences
between fans
• Expand on the
Eventbrite study
by focusing on
recorded music
and digital
interaction rather
than live
• Discover behaviors about
new industry practices (e.g.
streaming, “name your own
price” albums, tiered
payments & added value
products)
• Analyze and organize the
data to provide value for
any artist, individual, or
company participating in
music business
Overview | Process | Results | Future | Contribution | Impact
8
3 Phases
1. Design
2. Collection
3. Analysis
Overview | Process | Results | Future | Contribution | Impact
9
Phase 1: Design
Quantitative + Qualitative options
Survey Tools
•
•
•
•
•
•
•
•
Google Forms
Zoomerang
SurveyGizmo
SurveyMonkey Gold
No question limits
No response limits
Filtering
Comparing
•
•
•
•
Data export
Text analysis
Data trends
Individual analysis
Overview | Process | Results | Future | Contribution | Impact
10
Phase 1: Design
Research of Survey Methodology
•
•
•
•
Confidence Intervals
Sample Design
Mode Effects
Question & Format Biases
Survey Evaluation
•
•
•
Trial respondents
Feedback
Analysis tools testing
Final Draft
•
•
16 Questions
Includes some demographics
Overview | Process | Results | Future | Contribution | Impact
11
Phase 2: Collection
Online Distribution & Personal Requests
• 62 Music & Audio Forums
• Targeted music, entertainment, and media fans of all types
Running length of 2 weeks
Responded to questions and defended integrity
•
•
•
478 Comments generated
Debates about methodology
More feedback
Overview | Process | Results | Future | Contribution | Impact
12
Phase 2: Collection
Total number of respondents:
4,404
Overview | Process | Results | Future | Contribution | Impact
13
Phase 3: Analysis
Using survey tools:
•
•
•
•
Filters
Comparing
Trends
Multiple variable analysis
Applying research:
•
•
Statistics, odds ratios, probabilities, etc.
Comparing to outside studies
Let’s look at some selected data…
Overview | Process | Results | Future | Contribution | Impact
14
What is your preferred music genre?
36%
26%
25%
13%
Rock
Electronic
Hip Hop
*Others
*Includes: Pop, R&B, Folk, Jazz, Country & Classical
Overview | Process | Results | Future | Contribution | Impact
15
Would you buy music that is legally
available to stream for free?
35%
30%
25%
20%
15%
10%
5%
0%
Yes, Digital
Yes, Physical
Electronic
No
Other Genres
Overview | Process | Results | Future | Contribution | Impact
16
When you purchase music, which
formats do you seek?
128kbps MP3
320kbps MP3
Uncompressed/Lossless
CD
Vinyl
0% 10% 20% 30% 40% 50% 60% 70% 80%
Electronic
Other Genres
Overview | Process | Results | Future | Contribution | Impact
17
What is your favorite way to listen to
music online?
Other Genres
SoundCloud
13.97%
Pandora
12.76%
YouTube
38.86%
Spotify
34.40%
Overview | Process | Results | Future | Contribution | Impact
18
What is your favorite way to listen to
music online?
Electronic
Pandora
Spotify 6.43%
20.62%
SoundCloud
46.01%
YouTube
26.94%
Overview | Process | Results | Future | Contribution | Impact
19
How many hours per day do you spend
engaged in listening to music?
50%
40%
30%
20%
10%
0%
<
1
hour
1-‐3
Electronic
3-‐6
>
6
Other Genres
Overview | Process | Results | Future | Contribution | Impact
20
How many different artists do you
listen to in a given week?
50%
40%
30%
20%
10%
0%
1-‐5
5-‐20
Electronic
20-‐50
50+
Other Genres
Overview | Process | Results | Future | Contribution | Impact
21
How much have you spent on recorded
music in the past year?
• Electronic Fans:
• Other Genre Fans:
$146.70
$174.40
Overview | Process | Results | Future | Contribution | Impact
22
How many times per month do you
share music on social media?
• Electronic Fans:
• Other Genre Fans:
8.73
6.04
Overview | Process | Results | Future | Contribution | Impact
23
Age Bias?
80%
70%
60%
50%
40%
30%
20%
10%
0%
< 18 years
18-30
Electronic
31-45
46-65
> 65
Other Genres
Overview | Process | Results | Future | Contribution | Impact
24
Recap
•
Electronic
fans are…
• Listening to more artists and more music overall
• Spending less (on recorded music), but sharing more
• Engaging more with digital formats
• Listening on separate platforms
Overview | Process | Results | Future | Contribution | Impact
25
Critique of Process
Feedback from respondents:
•
•
•
478 Comments generated
Debates about design and methodology
Necessary for continued interest in the survey
Critique:
“It’s discouraging because I cant choose which one of a few
styles I prefer the most. If someone reluctantly chooses only
one, you will not have true information. For example, a jazz and
folk fan may select jazz, but he might act differently than a
fan of jazz only.”
Overview | Process | Results | Future | Contribution | Impact
26
Critique of Process
2,891 Single question skips out of 70,464 question prompts
• 4.01% Skip Rate
90,559 individual responses, including 36,348 open responses
• Limited survey tools for open response analysis
• Unexpected number of results
• Cost of time
• Despite some inherent bias, I was happy with results
Overview | Process | Results | Future | Contribution | Impact
27
Next Steps
Press & Publishing
• Write article geared toward the public
• Easily digestible infographic
• Use help from Berklee to market the results
Overview | Process | Results | Future | Contribution | Impact
28
Relevance to the Industry
•
•
•
•
•
Marketers
Record Labels
Retail Outlets
Independent & DIY Artists
Anyone interested in experimenting with alternative
release tactics
Overview | Process | Results | Future | Contribution | Impact
29
Impact on Me
• Learned much more about statistics, marketing, etc.
through research
• Learned about how to analyze data sets
• Learned about methodology and bias issues
Overview | Process | Results | Future | Contribution | Impact
30
Impact on Me
• Gave me a tool to market myself – especially if the information
can be publicized
• Gave me insight into the mind of electronic music fans
• Better informed to consult and develop strategies for
artists, labels, etc. regarding pricing, release methods,
social media, etc.
Overview | Process | Results | Future | Contribution | Impact
31
Thank You
Works Cited
1.
http://www.businesswire.com/news/home/20130104005149/en/Nielsen-Company-Billboard%E2%80%99s-2012-MusicIndustry-Report
2.
http://www.internationalmusicsummit.com/img/stand_alone_files/file/original/ims-business-report-2013-final2-10.pdf
3.
http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2013.pdf
4.
http://www.internationalmusicsummit.com/img/stand_alone_files/file/original/ims-business-report-2013-final2-10.pdf
5.
http://blog.eventbrite.com/edm-fans-are-not-your-average-music-fan/
6.
http://blog.eventbrite.com/edm-fans-are-not-your-average-music-fan/
