Understanding Consumer Segmentation in Music Marketing Strategies

Dec 22, 2025

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This content delves into the segmentation of music consumers by identifying four macro groups: The Fanatics, Enthusiasts, Casuals, and Indifferents. Each group is further divided into sub-segments to provide insights into consumer behavior and preferences. The focus lies on the role of effective creative teams, including art, video, and digital strategies, along with the importance of insights and CRM in media buying. This comprehensive approach aids in crafting targeted marketing strategies for the music industry.

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Understanding Consumer Segmentation in Music Marketing Strategies

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Presentation Transcript

Richard Connell • SonyBMG Music UK

Creative Group • (The Informers) • Insight + CRM + Media Buying Teams • (The Executors) • Art + Video + Digital Creative Teams
Segmentation • Four Macro Consumer Groups The Fanatics (7 Segments) The Enthusiasts (7 Segments) The Casuals (8 Segments) The Indifferents (4 Segments)