So brands are having to be focused more than ever on understanding who their consumers are/could be, along with what they really want. The days of conveying to consumers what brands think the consumers should have is moving aside.
As for musicians, their managers and their labels, they also are realising the importance of knowing more about who the fanbase is and what they like/don’t like. Mistake a CD sale, a download, a mug or a concert ticket for a long-term fan, and you will find yourself in the corner marked delusional.
Most people who like music are transients. They are passers-by. They are short-termists. A few though are in it for the long-term. Which ones are which? Is it only normal to categorise your fanbase into neat little boxes marked ‘young cool kids’ or ’30sonething mums who buy music in supermarkets’ (though that is sophisticated research compared to most acts when it comes to knowing who the fans are)
Which brings me to Baaba Maal. I went to the wonderful MELTDOWN event at the South Bank Centre in London tonight, to see Baaba Maal, his band and some special guests.
Incredible voice, great presence on stage, amazing musicians with him, infectious music. Down side? The place is a seated venue, not the best place to let loose with you dance moves…
Whilst soaking in the Talking Drums, I also gazed upon the people in the venue. There were young Senegalese guys moving, Hoxton trendies, young Chelsea sets, the MD of a major Advertising Agency, the crystal karma brigade and what looked liked an outing of the Womens Institute.
Such categories are not meant to be poking fun at these people. Quite the opposite. What binded everyone tonight was incredible music. No-one cared who they were sitting next to. Everyone was fixed on the stage and the sound.
Nope, my concern is how the old rules of marketing force the brand makers and product managers and labels and managers and CRM specialists all to channel energy into categorising people into neat boxes, then target products at them.
Such a focus then misses the opportunities like tonight. A gig that brought people together for a shared experience, with no-one caring one iota which consumer segment they fell into…
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