David Boyle - The State of Dance

Page 0
IMS Consumer keport 2012

A world Lour of dance muslc consumers
8ased on 730,000 lnLervlews

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Page 1

Page 2
DANCL
Brian Eno
Page 3
We a|so data.
" LMI |s on the way to a m||||on h|gh-qua||ty, deta||ed, |nterv|ews
w|th a|| sorts of peop|e a|| around the wor|d about mus|c
- 1we|ve peop|e around the wor|d are be|ng |nterv|ewed for LMI
at any g|ven moment. 24h a day, 7 days a week
" We |ove how he|pfu| the resu|ts are, a|ongs|de sk|||s and [udgement
- near the data's cha||enges and be smart about wh|ch ] how you go get them
" We'd ||ke to share some of that today (and every year . lf you llke lL)
- 1h|s presentanon and the deta||ed data beh|nd |t w||| be on||ne for you. We
hope you hnd other pauerns and uses for |t. |ease share!
"#$%& "'#%()()
Page 4
1. Cur aud|ence(s)
2. So what?
1he ro|e of exper|ences
1he ro|e of gu|dance
3. Where |n the wor|d
A
g
e
n
d
a

Page 5
art 1: Cur aud|ence
Page 6
our aud|ence:
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Self-defined
Page 7
our aud|ence: W
e
T
H
IN
K

t
h
is

is

Page 8
our aud|ence:
6
I enjoy music primarily
from going out to dance
or
Music for me is all about
nightlife and going out
12
Paid for digital
music often
100%
80%
60%
40%
20%
0%
100%
80%
60%
40%
20%
0%
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Page 9
our aud|ence:
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34
26
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Page 10
our aud|ence:
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Page 11
our aud|ence:
2 7 10
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Page 12
our aud|ence: 30 of
Page 13
our aud|ence:
W
e spend too m
uch
of our tim
e
on products and m
ark
eting
for this group
Page 14
70 of our aud|ence:
Page 15
70 of our aud|ence:
Page 16
60
Pop music is fun,
it makes me feel good
S8
Music is important to me,
but not more than other interests
or
I like music, but it does not
feature heavily in my life
our aud|ence:
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Page 17
70 of our aud|ence:
W
e dont spend
nearly enough of our tim
e
on products and m
ark
eting
for this group
Page 18
art 2: So what?
Page 19
30 Lngaged 70 Less-engaged
Page 20
30 Lngaged 70 Less-engaged
Fo
cus
ed o
n
E
ngaged
co
ns
um
ers

(but no
t o
nly them
!)
Dont forget guidance
Focused on
Less-engaged
Consumers
(but not only them!)
Change the balance,
depending on
the consumers
youre after
Page 21
" Gemng consumers c|oser to the ||festy|e.
Swed|sh nouse Maha's 1ake Cne
" Irom '||ve' to an exper|ence to d|e for.
Swed|sh nouse Maha's Masquerade Mote|
" 8r|ng|ng L|ve to the Ma|nstream.
DeadmauS's Lar|'s Court US8
" Lngag|ng fans on||ne. DeadmauS
" Merch that hts the ||festy|e. acha
S

L
x
a
m
p
|
e
s

Page 22

Lvery Lype of consumer found
1ake Cne ln a way LhaL works for
Lhem: excluslve clnema
screenlngs, on 1v, lnLerneL
excluslves, ln Lhe deluxe album,
as an lad app and ln book form.
Gemng consumers c|oser to the ||festy|e
w|th Swed|sh nouse Maha's 1ake Cne
We dont usually reach
so many different types
of consumer with one
set of assets
Page 23
Irom '||ve' to an exper|ence to d|e for
w|th Swed|sh nouse Maha's Masquerade Mote|
Swedlsh Pouse Maa Look a resldency
ln lblza's acha nlghLclub Lo anoLher
level wlLh Lhe brandlng and mysuque of
Masquerade MoLel. lL became more
Lhan 'llve', more Lhan clubblng. lL
became lL's own evenL, LhaL Lhey Look
on Lour Lo Mlaml, London and
elsewhere.
We dont usually
make live in to such
an experience
Page 24
8r|ng|ng L|ve to the Ma|nstream
w|th DeadmauS's Lar|'s Court US8

ueadmau3 carved ouL a speclal
secuon of hls Larl's CourL glg Lo
play hls own maLerlal so LhaL
we conLrolled Lhe rlghLs Lo
record lL and make lL avallable
Lo people on hls lconlc u38
sucks along wlLh oLher
excluslve conLenL.
We dont usually let
people experience gigs
without being there
Page 25
Lngag|ng fans on||ne
DeadmauS
lL Lakes a speclal arusL Lo wanL Lo leL
fans close Lhe way ueadmau3 does.
Pls lacebook feed ls one of Lhe
mosL engaglng. 8y followlng lL you
feel closer Lo hlm and hls muslc. ?ou
geL Lo know hlm and he geLs Lo
know hls fans by consLanLly
engaglng Lhem and sharlng Lhelr
commenLs and conLrlbuuons.
W
e
do
n
t
us
ually
really
en
gage
o
ur
o
n
lin
e
fan
s

Page 26
Merch that hts the ||festy|e
acha
1helr merch range recognlses LhaL:
1. eople wanL Lo make dance parL of
Lhelr llfesLyle, ouLslde clubs / muslc
2. Many consumers have aged, have
chlldren, buL sull wanL Lo express
Lhemselves Lhrough Lhelr leasure-
Seeker days
We often dont
think beyond tshirts
Page 27
" Comp||anon 'brands'
" 8rand partnersh|ps
" Cther arnst brands
" Cur arnsts' brand
" 8u||d a brand
S

L
x
a
m
p
|
e
s

Page 28
Lxamp|e: Comp||anon 'brands'
Page 29
Lxamp|e: 8rand partnersh|ps

1,000,000,000
cans of Coke are drunk
every day
8rands have enormous reach:
How does that
compare to the
number of people
listening to
your music?
Page 30

8ut p|ck appropr|ate brands
Page 31

A movie of David Guettas story was made.
15 million people have seen it.
Thanks to Burn
Page 32

8S of fans fe|t
|t wou|d enhance
the|r percepnon of Dav|d
?
In a couple of weeks wed asked thousands of
David Guettas fans in four countries what they thought.
Getting the right partnership for the artist and the brand is key
+
kesearch:
Page 33
Lxamp|e: Cther arnst brands
Page 34
Page 35
Dav|d Gueua:
32,442,691 ||kes
284,922,169
x
9

(each offered guidance to
a different audience in different genres
from a different trusted source)
Co||aborators:

Let's take a moment to th|nk about
the reach th|s gu|dance ach|eved:
8ased on co||aborators from the |ast two a|bums: ke||y kow|and (1,933k), Ierg|e (6,212k), LMIAC (17,288k), w|||.|.am (3,089k), k|hanna (S6,043k), Ne - o (8,100k), D|rty South (132k), Lste||e (16Sk), N|ck| M|na[ (19,027k), 1a|o Cruz
(7,371k), Ludacr|s (4,SS6k), Snoop (18,046k), L|| Wayne (37,918k), Usher (30,417k), Akon (39,237k), 1|ba|and (2,418k), Chr|s 8rown (21,703k), Ienn|fer nudson (3,949k), Iess|e I (6,836k), S|a (482k)
Page 36
Lxamp|e: Cur arnsts' brand
ueadmau3 has such a clear and
recognlzable brand LhaL less-
engaged consumers can easlly
remember hlm and have someLhlng
Lo ldenufy hlm by.

8uL an arusL's brand ls noL [usL abouL
lmagery. WhaL's Lhe sLory?
Most artists
dont have a brand
that fans can remember
Page 37
Lxamp|e: 8u||d a brand
lrom vlslonarles llke krawerk and 8rlan Lno, Lhe developmenL of synLh-pop sLars llke
uepeche Mode and Puman League, Lhe exploslon of dance muslc culLure ln Lhe laLe 80's Lo Lhe
rlse of global supersLars llke ua unk and uavld Cueua
uurlng 2012 we wlll reach ouL Lo all fans of LlecLronlc Muslc wlLh an ambluous campalgn
Cver 300 albums wlll be feaLured, beLween Lhem havlng sold 119,000,000 coples
We have developed producLs and promouons LargeLed aL speclc consumers groups, be Lhey
cumng edge LasLemakers or lapsed fans. lans wlll be engaged by a varleLy of Lrade markeung
asseLs, prlce campalgns, vla devoLed soclal medla channels, commerclal parLnershlps and
compeuuons

Page 38
Spend
1yp|ca|
a|bum
1argeted
Med|a
roduct
Generanon kave Cu|ture ur|sts L|ectro oppers
S|ze
Lxamp|e: 8u||d a brand
Page 39
art 3: Where |n the wor|d
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Each grey line is a different country
Page 45
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Page 46
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Dance / Electronic passion as a percent of the most popular genre
Dance is only about half as popular
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Note: Based on 12,000 interviews in January 2012
The opportunity
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recent achievements
Page 47
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Page 50
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Page 51
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Page 52
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How mainstream is dance / electronic music?
Most Mainstream
(Less-engaged are
almost as passionate as
engaged consumers!)
Least mainstream
(Less-engaged are as
half as passionate as
engaged consumers!)
Less-engaged consum
ers
alm
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about dance m
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Less-engaged
only half
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as engaged
UK: pretty mainstream. US: still niche
Page 53
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Wh|ch dance genres pop and where?
The total is
more interesting
than the age breakdown
Dubstep is
the most targeted
Language
what type? I dont know. Just dance, aint it?
Page 54
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Wh|ch dance genres pop and where?
The total is
more interesting
than the age breakdown
Dubstep, Drum
n Bass
very targeted
what type? I dont know. Just dance, isnt it?
Page 55
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Uk-US d|erences |n dance genres?
The similarities are bigger
than the differences
Page 56
art 4: 1he brand |mage of dance
What re[ectors of dance th|nk
Page 57
1he g|oba| brand |mage of dance
Fans
Rejectors
Note: Based on research in ten countries
Page 58
8eyond 'energenc':
countr|es' apprec|ate d|erent th|ngs
How one major dance artist is seen in different countries
Note: we research many artists signed to other labels as well as EMI artists. Please dont try to guess who this is!
Page 59
S
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m
m
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y

1. Cur aud|ence(s): Don't forget the 70
2. So what?
1he ro|e of exper|ences: hve examp|es
1he ro|e of gu|dance: four examp|es
3. Where |n the wor|d: country-by-country
(focus on US vs Uk)
Page 60
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Please contact david.boyle@emimusic.com for more info on the data or to share what you have done with it.
1ake the data. nave fun w|th |t!
Country-demograph|c-genre data on||ne:
hup://llnks.eml.com/lmsconsumerreporL
|ease share what you do w|th |t! And p|ease shout |f you want other data or |f we can he|p w|th other research. dav|d.boy|eQem|mus|c.com
Page 61
1ake the data. nave fun w|th |t!
Country-demograph|c-genre data on||ne:
hup://llnks.eml.com/lmsconsumerreporL
|ease share what you do w|th |t! And p|ease shout |f you want other data or |f we can he|p w|th other research. dav|d.boy|eQem|mus|c.com
7 h|gh |eve| genres
Metr|cs: M||||ons of peop|e and percent of peop|e
4S deta||ed 'sub-genres'
Decade-by-decade appea| of
kock, op, Dance ] L|ectron|c
Austra||a, 8e|g|um-I|anders, 8e|g|um-Wa||on|a, 8raz||, Canada, Denmark, I|n|and,
Irance, Germany, Greece, Ind|a, Ita|y, Iapan, Mex|co, Nether|ands, New 2ea|and,
Norway, ortuga|, South Afr|ca, Spa|n, Sweden, Uk, US
By age, gender, age-gender, all people
Please contact david.boyle@emimusic.com for more info on the data or to share what you have done with it.
Page 62

Page 63
More |nfo on the data used here
Cverv|ew
" LMl Muslc conducLs regular, hlgh quallLy onllne lnLervlews wlLh people around Lhe world. We have over 730,000 lnLervlews aL Lhe momenL and are
headlng rapldly Lowards a mllllon. 1he lnLervlews were conducLed onllne, buL LMl Lrles Lo reach people as represenLauve of Lhe overall populauon as
posslble. 1hls usually works preuy well. 8uL ln some counLrles, Lhls lsn'L posslble and Lhe lnLervlews aren'L as represenLauve as we'd llke (ZA, C8 for
example)
More |nfo on the data
" LMl has been conducung large, regular onllne lnLervlews of consumers slnce early ln 2009. 1hese lnLervlews have helped Lo drlve LMl's deep
undersLandlng of Lhe muslc lndusLry and has deeply Louched how we've helped our arusLs around Lhe world and aL all levels over LhaL ume. 8y really
undersLandlng Lhe muslc markeL we have beuer undersLood how Lo help our arusLs Lo be successful ln Lhose markeLs. 8y havlng rlch daLa avallable we
have been able Lo help more arusLs more qulckly, accuraLely and globally LhaL we would oLherwlse have been able Lo. LMl has become very good aL uslng
Lhls daLa alongslde lLs skllls and [udgemenL Lo make declslons. Cemng LhaL balance rlghL ls dlmculL ln any lndusLry and especlally ln muslc.
" 1hls reporL alms Lo share some of Lhe key daLa from Lhose lnLervlews Lo enable oLhers Lo beneL and ln Lhe hope LhaL many eyes wlll brlng new lnslghLs.
1he on||ne research |s:
" n|gh qua||ty: slnce research agencles were used Lo ldenufy hlgh quallLy respondenLs and Lo lLer ouL people noL Laklng Lhe lnLervlew serlously
" Deta||ed: across Lhe approxlmaLely LwenLy mlnuLes, we cover a very wlde range of muslc-relaLed lssues, amLudes and behavlours
" Interesnng: all Lhe quesuons were scrlpLed by LMl and so almosL every lssue and quesuon LhaL was on our mlnd made lL lnLo a survey aL some polnL
" G|oba|: uaLa ls avallable ln AusLralla, 8elglum, 8razll, Canada, Cermany, uenmark, Spaln, llnland, lrance, Creece, lndla, lLaly, !apan, Mexlco, neLherlands,
norway, new Zealand, orLugal, Saudl Arabla, Sweden, uk, uS, SouLh Afrlca
" Large: each research pro[ecL has a mlnlmum of 3,000 lnLervlews and usually has 3,000 ln blg counLrles. Some have more Lhan 10,000 lnLervlews
Sub[ects covered
" 1hls daLa seL covers consumers' passlon for genres of muslc. 8uL ln Lhe larger daLa seL we have llLerally covered every sub[ecL we LhoughL lnLeresung Lo
Lhe muslc lndusLry overall (noL [usL Lhe recorded muslc lndusLry). Some of Lhe sub[ecLs covered lnclude:
- uemographlcs, llfe sLage, educauon, geography, .
- lnLeresL and passlon for muslc overall and by genre and sub-genre
- AmLudes and behavlours regardlng muslc dlscovery, engagemenL and consumpuon. L.g. plracy, sLreamlng, Cus, ?ou1ube, .
- Medla consumpuon and whaL's useful for muslc dlscovery. L.g. radlo, muslc magazlnes, blogs, soclal neLworklng, Lwluer, ...
- Awareness, appreclauon and engagemenL wlLh speclc arusLs
- Appreclauon, famlllarlLy and brand percepuon for speclc pleces of muslc and vldeos
Page 64
ALNDIk:
Country-by-country
genre-age charts
for other countr|es
Page 65
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David Boyle - The State of Dance

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IMS Consumer keport 2012

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