Music consumers 'more receptive to brands'

Music consumers are becoming increasingly open to brands' involvement in the music industry and are less likely to see it as a "necessary evil", according to research from Bauer Media.

Q magazine: a Bauer Media brand
Q magazine: a Bauer Media brand

Bauer Media unveiled new research this week aimed at understanding the current behaviour of music consumers.

It is the fourth wave of research Bauer has commissioned since it first launched the Phoenix music study in 2003, with the aim of following the changing nature of music consumption.

The last piece of research the media group conducted for the Phoenix study in 2008 revealed that whereas consumers understood the need for brands becoming more involved in music due to investment in the industry, they were perceived as "a necessary evil".

Phoenix Part IV has revealed that as execution and creativity of brand involvement improves, consumers are becoming increasingly accepting of it.

Rimi Atwal, publishing director of Q, Mojo and Kerrang! said: "If you look at how brands are interacting with the music industry - such as the V Festival, alcohol brands taking over zones in festivals, and the 02 Arena, these brands are adding value to the consumer's experience, which otherwise they may not have had.

"Because it is now being seen as value adding, rather than an interruption to an experience, there is a greater acceptance of brands being involved."

The research also shows that the album still holds appeal for consumers who place value on owning a physical product.

An initial digital download is often followed up with an album purchase, the research found.

There is a motivation among music fans for unearthing heritage bands as well as discovering new ones, Bauer said.

In addition, live-music experiences remain key for music fans, while gigs and festivals drive heavy consumer engagement.

Magazines are also particularly valued by music enthusiasts who buy them for guidance on new music.

Atwal added: "It's a great opportunity for Bauer. We've been offering multi-platform brand involvement for over 20 years. The Q magazine, Q Radio, Q TV and Q events for example offer a great opportunity for brands to be part of that journey."

In November last year, Bauer launched a new service for advertisers called Bauer Access designed to encourage better communications between its brands and its clients.

Atwal said: "With Bauer Access, we offer brands the opportunity to sit down with our creative teams before they even set the brief, to work intuitively with editors and art directors. It's exciting for our brands."

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