MUSIC FANS ARE AGE AND GENRE AGNOSTIC. GET USED TO IT.

Check out this brilliant clip of YouTube stars Tim and Fred Williams, it shows a truth that sadly the music business and the media seem to miss. Music fans are increasingly age and genre agnostic and have been for quite a long time.

Our work at Sound Effects has shown that this is particularly true with younger fans. Working with audiences all over the world has revealed that music is ‘new’ at the point of discovery, not the point of creation. When a younger music fan discovers Sly & the Family Stone, or Floyd, or Fontaines D.C, or Miles Davis, that music is contemporized by them at that point of discovery.

Any type of consumption data will not reveal these powerful human truths. Thats the type of WHAT data that we’ve talked about before is probably telling you more about the platform or point of consumption than the audience itself. These are human truths that can only arise from WHY insights.