Partnerships and sponsorship deals with musicians improve brand image and encourage people to try a company’s products and services, according to new research.
The study, from Havas Sports & Entertainment, surveyed 18,000 people worldwide.
The findings indicate that 73% of people think that music partnerships improve brand image, while 70% think it makes a brand stand out from its competitors. 62% say it encourages them to try the brand’s products and services.
In addition, the survey identified five distinct music fan profiles based on Havas SE’s Logics of Engagement that have been developed in partnership with the University of Southern California’s Annenberg Innovation Lab.
The five key profiles are listed below:
The Collector: 20% of the global population
For them, music and identity are inextricably linked. This profile is consistently represented across the 17 countries surveyed. 72% associate important moments of their life with music with the first note carrying them away to a special memory. Music is particularly linked to their cultural origins.
The Mixologist: 24% of the global population
Previous research from Havas SE revealed the “Shuffle Age” – a new generation of music listeners that owes its origins to the digital revolution. This profile can be considered as the spearhead of this new Age. 76% consider themselves to be musical experts. They have a thirst for knowledge and musical discovery that is often quenched via online platforms. They search, listen and share their passion with their online communities.
The Groupie: 14% of the global population
Among these devoted fans, 38% openly express their love for a specific band or artist. This selfie-hunter is also a big fan of music-related TV programs where the show is as important as the music. This profile is over-represented in Latin American countries.
The Vocalist: 23% of the global population
Contrary to the other profiles, The Vocalist has a more functional approach to music. They appreciate music when they’re making it: 73% sing and 32% play an instrument. Amongst all the profiles in China, The Vocalist comes out on top.
The Listener: 19% of the global population
While some fans love sharing their musical experience at live events, The Listener prefers a more intimate atmosphere with 89% opting for the comfort of their own home to listen to music. They are predominantly located in France, UK and Germany.
Insights for brands
Fredda Hurwitz, Global Chief Strategy Officer, Havas Sports & Entertainment, says: “Music is an extremely effective marketing tool for brands looking to connect with people – after all 98% of people around the world listen to music daily. The Shuffle Age concept and the new segmentation allows brands to better reach their target audience through music as a passion point.
“Our first-hand experience has proven time and again that a relevant and meaningful music strategy has a positive impact on the overall marketing approach for any brand. For example, 62% of the global population says that communicating through music encourages them to try the brand’s products and services.”
Discover what kind of music fan you are by taking this quiz.
The FANS.PASSIONS.BRANDS global survey was conducted in May 2015 across 17 markets – France, Spain, UK, Germany, Italy, Portugal, Poland, Russia, South Africa, the U.S.A. (including a specific focus on the Hispanic community), Mexico, Brazil, Colombia, Chile, Argentina, China and Belgium. The research method involved online questionnaires given to a total of 18,000 people, aged 13+, carried out by YouGov.