Extract from Australian gemba research looking at home consumers engage with Music

1. gSER
SECTION 1
KEY INSIGHTS
a
gemba SPORTS AND ENTERTAINMENT REPORT © 2012 gemba Group
gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 0 0

2. gSER
gemba Market Watch:
Key Insight:
Entertainment Review
2. Sports Review
Live Music’s Competitive
Kia in the Driving Seat
Landscape
for Tennis
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gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 1 1

3. Live Music Concerts experience the highest level of passion among the four
modes of modern music
Passion Levels Entertainment
Total Population
19
35 41 44 48 51
54 54 56 58
27 61
% 72 74 76 78 80
28
27
30 27 22 24 28 a
26 25
54 24
37 16 15 15
33 26 14 14
24 24 22 21 18 17 14 12 11 9 8 6
Movies Live Music Theme Live Live Electronic Music Museums The Art Plays Fashion Dance Classical Ballet Opera
Concerts Parks Comedy Pub Bands Games Festivals Theatre Galleries Festivals Parties Recitals
Fanatics (5 or 4) Fans ( 3 ) Disinterested (1 or 2)
Q. Please indicate your level of passion for each of the events or activities? 1=not at all; 5=very Base: All Australians; n=7950
gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 2 2

4. Passion for a variety of Music formats tends to skew towards the younger
demographic, particularly for Music Festivals
Passion Levels Modern Music – Demographics % of scores of 4 or 5
Live Music Concerts Live Pub Bands
52
41 39
37 35
32 34 33 33
29
26 24 24 25 25 24
19 17
% %
Total Male Female M 16-29 M 30-44 M 45+ F 16-29 F 30-44 F 45+ a Total Male Female M 16-29 M 30-44 M 45+ F 16-29 F 30-44 F 45+
Music Festivals Dance Parties
38 36
23 25
22 22
19 18 17
12 13 11 13
% % 10 10 8
4 3
Total Male Female M 16-29 M 30-44 M 45+ F 16-29 F 30-44 F 45+ Total Male Female M 16-29 M 30-44 M 45+ F 16-29 F 30-44 F 45+
Q. Please indicate your level of passion for each of the events or activities? 1=not at all; 5=very Base: All Australians; n=7950
gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 3 3

5. Live Pub Band Fanatics are most likely to be interested in Rock, with a skew also
towards Adult Contemporary and Alternative/Indie music
Interest in Music Genres % of scores of 4 or 5
Fanatics of Modern Music Events
Live Music Concert Fanatics Live Pub Band Fanatics
Rock Rock
Hundreds 80% 80%
Folk Pop Folk Pop
60% 60%
Jazz 40% R&B Jazz 40% R&B
20% 20%
Classical 0% Dance/Electro a Classical 0% Dance/Electro
Country Hip-Hop/Rap Country Hip-Hop/Rap
Blues/Roots Adult Contemporary Blues/Roots Adult Contemporary
Alternative/Indie Alternative/Indie
Total Population Total Population
Live Music Concert Fanatics Live Pub Band Fanatics
Q. Please indicate your level of interest in the following genres of music? 1=not at all; 5=very Base: Modern Music Fanatics
gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 4 4

6. However, Dance Party Fanatics are heavily driven by Dance/Electro music as
well as Hip Hop/Rap and R&B
Interest in Music Genres % of scores of 4 or 5
Fanatics of Modern Music Events
Music Festival Fanatics Dance Party Fanatics
Rock
80%
Rock
Folk Pop
80%
Folk Pop 60%
60%
Jazz 40% R&B
Jazz 40% R&B
20%
20%
Classical 0% Dance/Electro
Classical 0% Dance/Electro a
Country Hip-Hop/Rap
Country Hip-Hop/Rap
Blues/Roots Adult Contemporary
Blues/Roots Adult Contemporary
Alternative/Indie
Alternative/Indie
Total Population Total Population
Music Festival Fanatics Dance Party Fanatics
Q. Please indicate your level of interest in the following genres of music? 1=not at all; 5=very Base: Modern Music Fanatics
gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 5 5

7. Dance Party Fanatics are more likely to be interested in attending Summadayze
and Good Vibrations, while less likely to attend Byron Bluesfest and Tropfest
Interest in Australian Music Events % of scores of 4 or 5
Fanatics of Modern Music Events
57 58
54
50
48 47 46
42 42
40 39
37 37
35 34 33 35
33 34 34
% 31 30
27 27 28
26 26
22 22
19 a
16 16 15 14
12
Big Day Out A Day on the Green Future Music Festival Byron Bluesfest Tropfest Good Vibrations Summadayze
Total Population Live Music Fanatics Live Pub Band Fanatics
Live Music Festival Fanatics Dance Party Fanatics
Q. How interested would you be in attending the following Australian events? 1=not at all; 5=very Base: Modern Music Fanatics
gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 6 6

8. In line with their music preference, Live Pub Band Fanatics are more likely to be
interested in seeing AC/DC, U2 or Cold Chisel live in concert
Interest in Seeing Artists in Concert % of scores of 4 or 5
Fanatics of Modern Music Events
Live Music Concert Fanatics Live Pub Band Fanatics
Pink Pink
One Direction 60% AC/DC One Direction 60% AC/DC
Temper Trap Adele Temper Trap Adele
40% 40%
Flo Rida U2 Flo Rida U2
Backstreet Boys 20% Bon Jovi Backstreet Boys 20% Bon Jovi
Living End 0% Cold Chisel a Living End 0% Cold Chisel
Taylor Swift Lady GaGa Taylor Swift Lady GaGa
LMFAO Bruce Springsteen LMFAO Bruce Springsteen
Bruno Mars Eminem Bruno Mars Eminem
Kylie Minogue Madonna Kylie Minogue Madonna
Rihanna Rihanna
Total Population Total Population
Live Music Concert Fanatics Live Pub Band Fanatics
Q. Please indicate your level of interest in seeing the following artists in concert? 1=not at all; 5=very Base: Modern Music Fanatics
gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 7 7

9. On the other hand, Dance Party Fanatics are drawn towards seeing commercial
artists such Pink, Lady GaGa, Eminem, Rihanna or LMFAO perform live
Interest in Seeing Artists in Concert % of scores of 4 or 5
Fanatics of Modern Music Events
Music Festival Fanatics Dance Party Fanatics
Pink Pink
One Direction 60% AC/DC One Direction 60% AC/DC
Temper Trap Adele Temper Trap Adele
40% 40%
Flo Rida U2 Flo Rida U2
Backstreet Boys 20% Bon Jovi Backstreet Boys 20% Bon Jovi
Living End 0% Cold Chisel a Living End 0% Cold Chisel
Taylor Swift Lady GaGa Taylor Swift Lady GaGa
LMFAO Bruce Springsteen LMFAO Bruce Springsteen
Bruno Mars Eminem Bruno Mars Eminem
Kylie Minogue Madonna Kylie Minogue Madonna
Rihanna Rihanna
Total Population Total Population
Music Festival Fanatics Dance Party Fanatics
Q. Please indicate your level of interest in seeing the following artists in concert? 1=not at all; 5=very Base: Modern Music Fanatics
gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 8 8

10. Insights and Implications
• With a number of international acts joining our own home grown talent throughout the year, modern forms of
music experience high levels of passion among Australians. Fanaticism for Live Music Concerts is strongest among
the four modes of modern music measured.
• Passion for all types of music events tends to skew towards the younger demographic, particularly for Music
Festivals. Fanaticism is relatively equal between genders, however a skew towards females exists for Live Music
Concerts.
• Live Pub Band Fanatics are most likely to be interested in the genre of Rock, with a skew also towards Adult
Contemporary and Alternative/Indie music. However, Dance Party Fanatics are heavily driven by Dance/Electro
music as well as Hip Hop/Rap and R&B.
• Despite being limited by the location of the events, Dance Party Fanatics are more likely to be interested in
attending Good Vibrations and Summadayze, while less likely to attend Byron Bluesfest and Tropfest.
a
• In line with their music preference, Live Pub Band Fanatics are more likely to be interested in seeing AC/DC, U2 or
Cold Chisel live in concert, while Dance Party Fanatics are drawn towards seeing commercial artists such Pink,
Lady GaGa, Eminem, Rihanna or LMFAO perform live.
• So what does this all mean for prospective sponsors. Navigating music is a complex task with so much
fragmentation in the industry and the consumer. Depending on a brand’s target audience, there is no one way of
approaching the music ‘category’ that will work for all brands. It is important to dive deep beyond the passion for
the category, understand how consumers are engaging in their passion, the genres that drive the passion, and the
artists that are ultimately the glue between the consumer and brand.
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