g ser quarterly report jun12 music insight
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0gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group
gSER
gemba SPORTS AND ENTERTAINMENT REPORT © 2012 gemba Group
SECTION 1
KEY INSIGHTS
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1gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group
gemba Market Watch:
Key Insight:
gSER
2. Sports Review
Kia in the Driving Seat for Tennis
Entertainment Review
Live Music’s Competitive Landscape
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2gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group
5437 33 26 24 24 22 21 18 17 14 12 11 9 8 6
27
2827
30 27 22 24 2826 25 24
16 15 15 14 14
1935 41 44 48 54 54 51 56 58 61
72 74 76 78 80
Movies Live MusicConcerts
ThemeParks
LiveComedy
LivePub Bands
ElectronicGames
MusicFestivals
Museums TheTheatre
ArtGalleries
Plays FashionFestivals
DanceParties
ClassicalRecitals
Ballet Opera
Passion Levels Passion Levels Passion Levels Passion Levels EntertainmentEntertainmentEntertainmentEntertainmentTotal Population
Fanatics (5 or 4) Disinterested (1 or 2)Fans ( 3 )
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
Live Music Concerts experience the highest level of passion among the four modes of modern music
%
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3gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group
Passion for a variety of Music formats tends to skew towards the younger demographic, particularly for Music Festivals
3732
41 3934
26
52
35 33
Total Male Female M 16-29 M 30-44 M 45+ F 16-29 F 30-44 F 45+
% of scores of 4 or 5
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
22 22 23
38
19
12
36
1813
Total Male Female M 16-29 M 30-44 M 45+ F 16-29 F 30-44 F 45+
24 24 2529
2519
33
24
17
Total Male Female M 16-29 M 30-44 M 45+ F 16-29 F 30-44 F 45+
11 1013
17
104
25
83
Total Male Female M 16-29 M 30-44 M 45+ F 16-29 F 30-44 F 45+
Passion Passion Passion Passion Levels Modern Music Levels Modern Music Levels Modern Music Levels Modern Music –––– DemographicsDemographicsDemographicsDemographics
Live Music Concerts Live Pub Bands
Music Festivals Dance Parties
%%%%
%%%%
%%%%
%%%%
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4gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group
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 GenresInterest in Music GenresInterest in Music GenresInterest in Music GenresFanatics of Modern Music Events
Live Music Concert Fanatics Live Pub Band Fanatics
0%
20%
40%
60%
80%HundredsHundredsHundredsHundredsRock
Pop
R&B
Dance/Electro
Hip-Hop/Rap
Adult Contemporary
Alternative/Indie
Blues/Roots
Country
Classical
Jazz
Folk
0%
20%
40%
60%
80%Rock
Pop
R&B
Dance/Electro
Hip-Hop/Rap
Adult Contemporary
Alternative/Indie
Blues/Roots
Country
Classical
Jazz
Folk
Q. Please indicate your level of interest in the following genres of music? 1=not at all; 5=very Base: Modern Music Fanatics
Total Population
Live Music Concert Fanatics
Total Population
Live Pub Band Fanatics
% of scores of 4 or 5
5
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5gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group
However, Dance Party Fanatics are heavily driven by Dance/Electro music as well as Hip Hop/Rap and R&B
Interest in Music Interest in Music Interest in Music Interest in Music GenresGenresGenresGenresFanatics of Modern Music Events
0%
20%
40%
60%
80%Rock
Pop
R&B
Dance/Electro
Hip-Hop/Rap
Adult Contemporary
Alternative/Indie
Blues/Roots
Country
Classical
Jazz
Folk
0%
20%
40%
60%
80%Rock
Pop
R&B
Dance/Electro
Hip-Hop/Rap
Adult Contemporary
Alternative/Indie
Blues/Roots
Country
Classical
Jazz
Folk
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
Total Population
Music Festival Fanatics
Total Population
Dance Party Fanatics
% of scores of 4 or 5
Base: Modern Music Fanatics
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6gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group
Dance Party Fanatics are more likely to be interested in attending Summadayze and Good Vibrations, while less likely to attend Byron Bluesfest and Tropfest
2219
16 16 15 1412
42
3531
27 27 2622
48
4037
34 3330
28
57
42
47
33 34
3935
58
37
54
26
34
5046
Big Day Out A Day on the Green Future Music Festival Byron Bluesfest Tropfest Good Vibrations Summadayze
Interest in Australian Music EventsInterest in Australian Music EventsInterest in Australian Music EventsInterest in Australian Music EventsFanatics of Modern Music Events
Total PopulationTotal PopulationTotal PopulationTotal Population Live Music FanaticsLive Music FanaticsLive Music FanaticsLive Music Fanatics Live Pub Band FanaticsLive Pub Band FanaticsLive Pub Band FanaticsLive Pub Band Fanatics
Live Music Festival FanaticsLive Music Festival FanaticsLive Music Festival FanaticsLive Music Festival Fanatics Dance Party FanaticsDance Party FanaticsDance Party FanaticsDance Party Fanatics
Q. How interested would you be in attending the following Australian events? 1=not at all; 5=very Base: Modern Music Fanatics
% of scores of 4 or 5
%%%%
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7gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group
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 ConcertInterest in Seeing Artists in ConcertInterest in Seeing Artists in ConcertInterest in Seeing Artists in ConcertFanatics of Modern Music Events
Live Music Concert Fanatics Live Pub Band Fanatics
0%
20%
40%
60%Pink
AC/DC
Adele
U2
Bon Jovi
Cold Chisel
Lady GaGa
Bruce Springsteen
Eminem
Madonna
Rihanna
Kylie Minogue
Bruno Mars
LMFAO
Taylor Swift
Living End
Backstreet Boys
Flo Rida
Temper Trap
One Direction
0%
20%
40%
60%Pink
AC/DC
Adele
U2
Bon Jovi
Cold Chisel
Lady GaGa
Bruce Springsteen
Eminem
Madonna
Rihanna
Kylie Minogue
Bruno Mars
LMFAO
Taylor Swift
Living End
Backstreet Boys
Flo Rida
Temper Trap
One Direction
Q. Please indicate your level of interest in seeing the following artists in concert? 1=not at all; 5=very
Total Population
Live Music Concert Fanatics
Total Population
Live Pub Band Fanatics
Base: Modern Music Fanatics
% of scores of 4 or 5
8
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8gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group
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 ConcertInterest in Seeing Artists in ConcertInterest in Seeing Artists in ConcertInterest in Seeing Artists in ConcertFanatics of Modern Music Events
0%
20%
40%
60%Pink
AC/DC
Adele
U2
Bon Jovi
Cold Chisel
Lady GaGa
Bruce Springsteen
Eminem
Madonna
Rihanna
Kylie Minogue
Bruno Mars
LMFAO
Taylor Swift
Living End
Backstreet Boys
Flo Rida
Temper Trap
One Direction
0%
20%
40%
60%Pink
AC/DC
Adele
U2
Bon Jovi
Cold Chisel
Lady GaGa
Bruce Springsteen
Eminem
Madonna
Rihanna
Kylie Minogue
Bruno Mars
LMFAO
Taylor Swift
Living End
Backstreet Boys
Flo Rida
Temper Trap
One Direction
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
Total Population
Music Festival Fanatics
Total Population
Dance Party Fanatics
% of scores of 4 or 5
9
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9gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group
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.
• 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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