1. Target Audience
How music is reached worldwide and how music
consumers market music using the latest research?
By Monique
Alexandra Fearon

2. For our music video we would want our target
audience to be teenagers between the age of 16-18.
But in order to know about our target audience we
need to know the multiple ways in which people
reach music consumers worldwide. Here are some
bullet points to explain how music is reached to
everyone worldwide (in general):

3.  Make music videos: Watching music on video is the
most popular way to consume music. 57% of those
surveyed had watched music videos on computers
in the preceding 3 months. 44% watch internet
videos several times a week.

4.  Giving away some of our music as free downloads
is likely to be a good promotional
strategy: Downloading a song without paying for
it was the second most popular form of music
consumption. The survey did not distinguish
between “legal” (free downloads – often
promotional) or “illegal” downloads (pirate
copies), so many of these free downloads could
have been obtained legitimately. Obviously there is
still a great deal of interest in downloading
music, and people like to get it for free … legally or
otherwise.

5.  People aged between 21 and 34 are the “core
digital music audience”: People in this age range
have a generally higher level of music-related
activity. They watch the most music videos (on
computer or TV), download more songs (both paid
and free), and stream more music.
 It’s worth selling digital downloads; particularly if
aimed at a younger audience: The survey found
that just over 20% of people under the age of 34
had paid to download a music track to their
computer in the preceding 3 months.

6.  An artist website, with music readily accessible for
streaming and buying: About 18% of people surveyed had
accessed music from an artist’s own website in the
preceding 3 months. According to a survey from a
sampling of US teens between thirteen and seventeen
years old, teens typically spend two hours a day on the
Internet and 49 percent of teens reported that they have
an allowance to spend money online.
 A Facebook fan page is worth having: 35% consume music
via social networking sites.90 percent of teens have a
profile on a social networking site. According to a survey
from a sampling of US teens, 69 percent of teens have a
Facebook account. Which means for our target audience
we would have to promote ourselves on social networking
sites such as facebook.

7.  Streaming services are worth factoring into our promotional
strategy: 36% stream music via a computer. The survey doesn’t
go into details about this streaming figure, so it’s an
amalgamation of all the different ways someone could stream
music these days. However, it tells us that services such as
Spotify, Pandora, Last fm, Jango, etc, are a viable option for
getting our music heard.
 Have a look into the sales and marketing potential of creating
our own music apps: 30% listen to music via their mobile
phone, and 20% of respondents had downloaded or used
music apps on their mobile.
 Promote music on internet radio: Just over 30% of those
surveyed say they listen to music on web radio several times a
week. The vast array of genres and sub-genres catered for by
specialist radio shows online means that, if we take the time to
investigate, we are likely to find the perfect audience for our
own music. This would enable our target audience to hear our
songs and make them want want to go onto Youtube and
listen to it. According to a survey from a sampling of US teens
64 percent of teens have a profile on YouTube.