The Beat Goes On

Two thirds of people listen to music every day.

Music is the most powerful form of entertainment and affects everyone on the planet. Technology has always disrupted the ways we create, commercialise, and enjoy music. We are now experiencing a historical shift in the relationship between music culture and commerce.

Businesses who didn’t think they had a stake in music are realising they do – for better or worse, we are all stakeholders in music culture through our collective behaviours, beliefs, customs, and values.

VML presents insights and perspectives on music culture and what it means for brand marketing.

You get a lot more benefit from just being able to identify who your real fans are. Not the fair-weather ones who sort of tell you the names of one or two songs and turn up to maybe half of your set at a festival after having a few drinks. I’m talking about the fans who will tell you who played the additional recorder on track seven on the album.

Ben Lovett

Musician, Mumford and Sons / Investor, Planet

At a Glance

People engage with music

Music is the single biggest cultural touchpoint. People identify themselves by their taste in music - presenting brands with a huge opportunity

At a Glance

13 gigabytes of data per minute

The average consumer generates 13 gigabytes of data per minute, approximately 290 albums. We use this data to track, measure and understand the fan.

At a Glance

859m music superfans globally

Music superfans are more connected at every stage of the purchase journey

How we power growth in music culture

We help brands resonate in music culture by powerful psychographic segmentation around fan motivations and behaviours. This strategic approach secures brand recognition and meaningful customer actions.

Download your copy of The Beat Goes On now.