How To

How is Music Marketed to Different Age Groups?

Photograph of the blog post author, Music Gateway Team

Music Gateway Team


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Music will always be in everyone’s life as long as we live. Marketing music to different age groups who enjoy different genres of music  is essential to the people who will end up buying their songs or albums getting them to the top of the charts. Most teenagers and young adults (between the ages of 13-30) are most likely going to listen to the same type of music, which is the mainstream artists that play on the radio. Once you reach over 60, most seniors like music with no cussing words that relax both themselves and their mind.

First things first..

Let’s just say you have no idea about the age of your listener and want to give the listener a different type of experience. Mainstream artists on the charts such as Justin Timberlake, Maroon 5, Katy Perry, Taylor Swift, Adele, Luke Bryan, Bruno Mars, and Jay-Z just to name a few, are great examples for inspiration in this area.

This may result in an increase in the adventurous/different types of music you choose to use. Hosting listening sessions is a good way where we can find out what kind of music or artists these individuals prefer. Helping you better understand your audiences musical preference and the understanding of marketing to different age groups.

Also, introducing a new audience to a new artist could easily change their listening preference as they now know more about an artist. This could become the deciding factor in them becoming a new listener. People can always create different types of balance in their music preference taste, even giving them something fitting better within their music taste.

Technology, technology and more technology

Another way of marketing music to different age groups is by using different music applications such as streaming music online through services like Pandora and i-heart radio. This gives consumers a chance to listen to the music and  artists they like at the same time, whilst also stumbling across other artists the streaming platform may refer them to. With the bonus option of either buying a physical album/single  or downloading digital formats that please their music palate. As an artist, you may even result in using different innovative methods to get consumers to listen to your music. For example, by doing a special promotion with radio stations, you can host an exclusive listening party and see whether your targeted audience is mostly teens or university/college students.

Streaming music is extremely popular with the younger generations, music downloading through services like iTunes is still one of the most convenient ways to consume  music. Time will tell whether or not consumers will buy into music services that have a sub charges like Spotify. This will spark an interesting millennial generation as they’ll be the difference in listening to music. This will evidently bring together the best of both paid downloads and free streaming. Also, another core example will be that marketers need to keep an eye on the consumer spending habits and keep the lower price and appeal to the younger consumers’ that are reluctant to use the pay to hear the music.

In today’s society, different artists are being formed around the world every year. Each record company has their own way of getting their artists to compose their songs.  No matter if they’re collaborating with the current top hit producers or working with less known artists, a hip hop artist collaborating with a Rock artist to create new types of music to please both hip hop and rock audiences, this will help to gain more exposure to one audience to another.

Consumers have their own preferred genre of music that they would like to listen to, almost all the teenagers are likely to listen to these styles of music, including example; hip-hop, pop, r&b and rock music. On the other hand, older generations may possibly be into softer, quieter happy type of music, for example; jazz, blues, country, classical.

To conclude all age groups tend to have their own preference about themselves and towards music. However, I also think peer groups and friends help influence an artist’s music who has a targetted audience of a particular age demographic. Such as the younger generations who are into Justin Bieber vs the millennial strawberry generations are most likely into Justin Timberlake types of music.

Music has become an important part of people’s daily life, it’s something we cannot live without it. No matter what the consumer has decided to do at the end of the day. Whether or not the consumer decides to subscribe to a music downloading and streaming service or opening up a simple phone application like Pandora or I-heart music to listen to their favorite artists on the radio. Either way, a marketer must observe each generation and age group to identify what types of music they are listening to reach their target market consumer.

Written by: Susan Hu

Susan has a number of degrees under her belt including a Music and Recording major and a Bachelor Degree in Entertainment Business from Full Sail University. She was a professional red carpet host and journalist for 3 years with WTV Networks in Los Angeles, California and also is an aspiring actress. She currently works as a Communications / Social Media Director for the International Film Festival in Manhattan, NYC and The National Academy of Television Arts and Sciences Emmy.

You can find Susan on Facebook here, follow her on Instagram: @buzzy_nfamous2u and check out her twitter here.

 Do you still need a hand with your marketing?

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