• Categories

  • Posts Tagged ‘uncovering a musical myth’

    Brands - the gateway to discovering new music

    We know that music means a lot to people. Recently the report ‘Uncovering a musical myth’ let us know that people rank music as more difficult to live without than sports, movies and newspapers. Thanks to a recent Heartbeats Creative Council member survey, we now also know that people listen to music at least once a day. Further, that more than 9 out of 10 respondents search the web for new music and artists every month and that 92.4% are positive towards brands collaborating with artists.

    The results show that 32% of the respondents listen to music 4-8 hours per day, 7.5% for more than 8 hours and just as many for almost all the time they’re awake. 20.7% listen to music between 2-4 hours per day. Only 5.6% listen to music for less than an hour, and unsurprisingly, no-one says they do not listen to music.



    We also wanted to know more about the respondents online habits in regards to looking for new music, and asked them about it. The survey results show that as many as 96.3% are actively looking for new music and artists online each and every month. 32% say they spend more than 10 hours a month and as many as 18.8% say they spend at least an hour a day online, searching for new music and artist on the web.



    81.1% further say they have discovered new music and artists through a brand (through a campaign or TV-commercial or through a music site provided or sponsored by a brand such as Electronic Beats, Converse Music and Noisey.com).



    What about people’s approach to brands collaborating with artists then? Well, we asked the respondents about their opinion on this matter and the results show us that the vast majority are positive. As many as 83% say they are “really positive, as long as the brand and the artist match”. Almost 10% went as far as to say “it’s a must if the music scene is going to survive”. Only 7.5% say they think it would be better without brands supporting artists. No one agreed with the statement that they wouldn’t listen to artists connected to a brand. Music truly means a lot, and the attitude towards brands supporting, promoting and exploring new artists and music is almost all good.



    Besides getting to know people’s listening and searching habits in regards to music, as well as their opinion of brand and artist collaborations, we wanted them to let us know which global brands they think perform the best in regards to the artist collaborations (in any kind of way, i.e. using artists in campaigns, sponsoring them, etc.). We also wanted the respondents to tell us why they picked the brands they did.

    Red Bull clearly got first prize due to its Red Bull Music Academy. To quote one respondent, “Red bull with its academy is the best example ever, it’s really involved in discovering new talent but also in pointing out the experience of old school artists, and it’s global.” The first runner up is Coca-Cola, mostly due to the beverage brand’s collaboration with K’naan, and Converse. Close behind was Apple, Pepsi, Adidas, Levi’s and T-Mobile.

    The tag cloud is to scale and shows you which global brands the respondents think perform best in regards to artist collaborations.

    About the survey: The respondents in this survey are members of Heartbeats’ ambassador program, Heartbeats Creative Council. The members come from all over the world and are aged between 22-70. Many of them are of course interested in music, and some even work with it, but many work in a variety of other fields such as medicine and healthcare, design and marketing.

    Three of the respondents were in the running to win the book Sounds Like Branding, recently internationally released. The lucky winners are Jimmy O’Mahony, Jonathon Singleton and Rodrigo Chamis.

    Note: The results do not sum up to 100% due to rounding, and some questions have been asked as multiple-choice.


    The impact of music on businesses in public places #1

    Music is important for businesses in public places such as shops, restaurants and more. However, it’s not only important to play music. It’s important to play ‘the right music’, i.e. music that fits the brand or business profile, at the right volume. Then consumers will stay longer, re-visit, recommend your business to others as well as buy more from you. But music is not only of value for businesses in public places, it has a positive impact on workplaces as well; it makes workplaces more relaxed and your employees more productive.

    These are some of the results our survey reveals, conducted on 1000 Swedes between the ages of 16-64. The respondents in the survey have been asked questions about the impact of music on their everyday lives, public places and at work (public places is used as a generic term for businesses such as shops, shopping malls, supermarkets, restaurants, hotels, transportation services, sports stadiums, gym and workplaces).

    The results from the survey are published in a report in Swedish, Myten om musik besannad: En undersökning om musikens betydelse för verksamheter i offentlig miljö (Uncovering a musical myth: A survey on music’s impact in public spaces). Below are some of the results.

    The importance of music for people in their everyday lives

    As regards the importance of music to people, music is ranked as more difficult to live without in everyday life than sports, movies and newspapers. Music also beats TV, radio, arts and literature. Only Internet and mobile phones are ranked higher.


    More than 6 out of 10 say that music is important or very important to them in their lives. As for 16-24 year olds, that figure rises to 74%.


    The impact music has on businesses in public places

    As regards businesses, the survey reveals that ‘the right music’ makes almost 4 out of 10 stay longer in a business in a public place. That figure rises to 50% when it comes to 16-24 year olds. Further, 31% of all people return to a business in a public place which plays music that is appreciated by the visitor, or consumer. 21% recommend the business to others and 14% also say they buy more.

    What music is it that is appreciated then? Which music is ‘right’, from the consumers’ point of view?

    First and foremost, the music that is played in a shop or a restaurant for example, has to have the right volume. Secondly, it has to match the business’ profile, or brand. It is less important that the music corresponds to the consumers’ personal taste or that it hits the radio charts and they recognise it.

    It’s important or very important that the music played in a shop or at a restaurant…


    The survey further reveals that ‘the wrong music’, as in noisy or irritating, makes 44% of consumers and visitors leave a business and 38% wont come back. Almost 4 out of 10 also say that ‘the wrong music’ makes them buy less.

    The impact music has on employees and workplaces

    As regards music in workplaces, more than 6 out of 10 people and as many as 8 out of 10 16-24 year olds listen to music everyday, or at least once a week when they’re at work.

    66% of those who listen to music everyday, or at least once a week, think that music affects them in a positive or very positive way at work. Almost 50% of the 16-24 years olds say they love to listen to music at work, and just as many say that music makes them more productive while they’re working. Further, 43% of all people say that music makes the work environment more relaxed. As regards 16-24 year olds, that figure rises to 56%.


    You find more results here.

    Download full report

    (Note: the full report is in Swedish)