Understanding music consumption through a tribal lens

Peter Nuttall, Sally Arnold, Luke Carless, Lily Crockford, Katie Finnamore, Richard Frazier and Alicia Hill

Journal of Retailing and Consumer Services, 2011, vol. 18, issue 2, 152-159

Abstract: This paper challenges the traditional view taken by the recorded music industry of their key target market for popular music, the young music consumer. With music ever more accessible and ubiquitous and the research into music consumption revealing an increasingly eclectic and complex market, the traditional marketing model and the bases used to segment the young consumer market for music appear less relevant and effective as a means of marketing and distributing music products.

Keywords: Music consumption; Young people; Segmentation; Tribes; Music downloading (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:18:y:2011:i:2:p:152-159

DOI: 10.1016/j.jretconser.2010.12.007

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