According to this audience, music is not meant to be played in backgrounds. Their type of music is meant to be felt.
Their beloved genres rock, metal and alternative are even more enjoyed
when performed live so they tend to go to concerts and can be found as
early bird purchasers of tickets. They do however not restrict
themselves exclusively to these music genres as they keep an eye out
for anything new, accross genres.
They scout new music and love to be regarded as knowledgeable by their peer music lovers. Music plays a big part in daily life: they read about it, speak about it a lot with friends and family – this makes up a big part of their discovery journey. They follow up music suggestions by Youtube and listen to different radio stations.
40% has a streaming subscription, which is average, but their spend on music is higher than any other target audience.