2. What is it?
• When researching different types of audiences, I found something on Bauer's
website, which is known as Project Phoenix.
• The way how Project Phoenix works is that Bauer media conducted over 1800
interviews with readers, or consumers aged between 16-45 years of age.
• Project Phoenix involves trying to find out what kind of music listeners the people
they surveyed have.
3. Findings of the research
• 1. More people are interested in music than any other interest. This can include being into
sport, including football and rugby, or shopping, for example.
• 2. The audience like to pick and mix with music.
• 3. Live music is seen as very popular, and there was no evidence in people disliking it.
• 4. People seem to accept that brands will be involved in the music space.
4. Background Listeners
• 1. There are ‘Background Listeners’ (39% out of 1800 people surveyed)
• These are not as passionate about music.
• They do not really go to concerts.
• They enjoy having music on, but are not as interested as others. These are
mainly female.
5. The Headliners
• 2. There are ‘The Headliners’ (20% of those surveyed)
• These are mainly just interested in what is hot at the minute or who are at the top of
the charts.
• These are mainly male audiences, often aged around under-30s.
• Often fame and celebrity are the reasons why they buy their music.
6. Track Hunters
• They like to find out about new artists, but are not the first to find out
about them.
• They are mainly female.
• They are more interested in the artist's music rather than their lifestyle.
7. Pace-setters
• Listen to different things to the mainstream.
• Mainly a male audience.
• They are very passionate about music, and often argue with friends about
music and certain bands.
