MUSI 3338 Lecture Notes - Lecture 6: Structured Interview
9 May 2018
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Gaining insights from industry reports:
● IFPI Music Consumer Insight Report 2017
● International Federation of the Phonographic Industry’s annual report on global
consumer engagement
● Emphasizes the Value Gap:
○ UUC platforms like Youtube do not return value to record companies.
● IFPI represents recording companies
○ Emphasizing that recording companies get screwed over user-uploaded-content
platforms like Youtube. They don’t get paid which sucks.
Assessing an artist’s market potential
● Go back to the emerging artist you’re exploring in your personal portfolio.
● Imagine you are preparing an assessment of their potential performance in an unknown
market.
● Imagine you additionally have the opportunity to interview potential fans face-to-face
about their consumer habits.
● What would you ask them, in order to understand their reception to the artist you are
marketing?
● Remember to consider musical taste, listening, and show attendance habits,
demographics, and broader social and geographic contexts.
Sidney
● National success
● Millenialls / teenagers / pre-teens / 10-40 year olds
● East coast/nationwide tour
● Offering a true “millennial” artist who
Survey:
● Where do you live?
● How often do you go to shows?
● What venues do you frequently go to in your area?
● How do you find out about shows in your area?
● How do you discover new music? / What platforms do you listen to music on?
● How do you like to interact with your favorite artists?
Collecting Consumer Insights
● What’s the goal of your research?
○ What data are you trying to capture?
● What research method will you employ?
○ Structured interview
○ Less structured interview
○ Multiple-choice questionnaire
○ Open-ended questionnaire
● Draft a robust research plan for capturing individual consumer data.
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
International federation of the phonographic industry"s annual report on global consumer engagement. Uuc platforms like youtube do not return value to record companies. Emphasizing that recording companies get screwed over user-uploaded-content platforms like youtube. Go back to the emerging artist you"re exploring in your personal portfolio. Imagine you are preparing an assessment of their potential performance in an unknown market. Imagine you additionally have the opportunity to interview potential fans face-to-face about their consumer habits. Remember to consider musical taste, listening, and show attendance habits, demographics, and broader social and geographic contexts. Millenialls / teenagers / pre-teens / 10-40 year olds. Draft a robust research plan for capturing individual consumer data. You now have the opportunity to contact potential fans about their consumer habits. Remember to consider musical taste, listening and show attendance habits, demographics, and broader social and geographic contexts. Select one that you will use today to collect consumer insights.
