Favorite artists can tell a lot more about a person than meets the eye. New research from Vevo shows that music preferences are closely linked to interest in movies, games, sports and fashion. Fandoms are becoming a true cultural currency that brands trust.
According to the Vevo Media Tracker report, music fans are extremely interested in everything related to their favorite artists. “The one thing that doesn’t happen to fans is passivity,” says Vevo vice president Rob Christensen. Active participation in fan communities directly impacts investments, purchases, and engagement with brands, making fans an important audience for marketers.
The research involved 6,100 participants from the US, UK and Australia and showed that musical preferences have an impact on identity formation. More than two-thirds of survey participants said music helps them feel connected to the world, and nearly 68% confirmed that their favorite fandom influences their choices of movies, TV series and other entertainment.
Geography plays a role in shaping fan cultures. Australia, for example, has 48% more K-pop fans than other countries due to the region’s proximity to East Asia. More than a third of fans regularly follow content from their favorite artists, and a quarter purchase products ranging from vinyl and CDs to cosmetics and clothing.
The influence of music extends to consumer behavior. Approximately 69% of respondents said they spend money on brands associated with their favorite fandoms, and 64% viewed such brands more favorably. Thus, music preferences become a strong indicator of not only cultural tastes but also purchasing habits.
Meanwhile, Rolling Stone magazine recently published an updated list of the 250 best songs of the 21st century. The publication noted that over the past 25 years, music has become truly global, and a hit can now be born anywhere from Seoul to San Juan.
Source: People Talk
Mary Crossley is an author at “The Fashion Vibes”. She is a seasoned journalist who is dedicated to delivering the latest news to her readers. With a keen sense of what’s important, Mary covers a wide range of topics, from politics to lifestyle and everything in between.
