Drewdaism

How Do People Use The iPod?

I was with a client last week who said to me that "my boss believes that most younger demos are only listening to their iPods.  That is the only place they get their music.  This makes marketing to them through music incredibly difficult."

This is not the first time somebody in the marketing community has said this to me.

While the younger demographics do spend a lot of time with their iPods, the device really functions as a music EXPERIENCE tool rather than a music DISCOVERY tool.  In other words, the iPod doesn't help you to find new music.  Rather, you listen to music that you already found elsewhere and then experience it through the iPod.

For the younger demographics, finding new music is critical.  Those demographics always want to be ahead of everyone else.  In order to find new music, they have to go away from the iPod to get it.  There are many sources they these demos are finding music and most of these are advertiser supported such as radio, online radio, social networks, and online music video channels.

Research backs this up too.  We subscribe to MediaMark Research, a great source for qualitative data on our listeners.  When you cross reference online radio and iPods, online radio listeners are 94% more likely than the average person in the US to have bought an iPod in the past 12 months.  This is a clear demonstration that listeners are not just dependent on the iPod for their music and have a need to find it in other areas. 

When you walk an advertiser through this logic, you see the light go off.  Usually, the will run home and ask their kids or their younger co-workers and they will verify this.  Then, we get a call saying "Ok, clearly I need to put some money towards online radio for reaching these demographics."

By the way, older demos do the same thing.

Don't get me wrong, I love my IPod.  When the IPod Nano came out several years ago, I was one of the first to buy it.  It is still going strong for me.  However, my playlist does get tiresome after awhile, even being 300 songs deep.  And when it does, I look for new music...away from the iPod.

What's New Is Old...Again

Interesting article in yesterday's New York Times business section on 60's music.  Specifically, the article focuses on how advertisers such as Bank of America, Geico and General Mills are all using music from this decade to not only connect with the baby boomers, but also with younger consumers as well.

This article is a great follow-up to my post from a few days back entitled "What's New Is Old."  In there, I speak to the fact that many of today's emerging rock artists are reaching back to their classic rock roots when recording music.  Josh Rabinowitz, SVP Music at Grey Advertising, says this about 60's Music:

"The songs appeal to a younger demographic as much as they do to boomers, he said, because they are reminiscent of the “indie-inflected” songs heard on TV series like “Grey’s Anatomy” and in films like “Garden State.”

The article is linked here:

NY Times: "The 60's As The Good Old Days"

Client of the Week....

Ah, the media business can be so fun....here is Erin Collier "at work."

Let's guess what Erin was singing here:

a) "Groove Is In the Heart" by Dee Lite

b) "My Way" by Linkin Park

c) "The Sweet Escape" by Gwen Stefani

(Photo credit: Erin Collier)

Music: the Movitator

I've always used music as a motivator....when I was in school, today when I am at work, exercising....for me, the right songs get into my head and help me get done what needs to get done.  Its my ultimate weapon.

Today I ran my first race in years, a 5 miler through my town on Long Island.  I had been running again for awhile and have got myself back into decent shape.  But when I was done with the race, I noticed that I couldn't remember much about it other than the music I had put on my iPod especially for this run.  I can't tell you much about what the person in front of me was wearing or about the people lined up on the streets watching the race.  But I can tell you what song was playing and where I was on the route at that time. 

I was really pleased with my performance today. Yes, training was a big part of that.  But the music didn't hurt either.

Music is a huge connector into people's emotions.  Advertising around music clearly helps marketers tap into their emotional set and message around it. 

Here's a picture of my killer running crew from today...Todd Greenberg, me, Lloyd Lefcourt and Rob Klugman..all close to or over 40...3 out of 4 of us with iPods on in the pic.  Guess it is not just me that feels this way about their Music.

So Much To Say....

So I've been talking about doing this for awhile..and so it begins.  Welcome to my blog. Lots that goes in my head, so I hope to do my best to get my thoughts in writing and out to you as often as I can.

What specifically goes on in my mind?  Lots.  But here I plan to write around music, media, audio, radio, advertising...with the occasional random warped thought every now and then as well.  Kind of like a day at the office for me.

The blog will continue to evolve in the same way that Britney Spears has evolved as a parent, so please let me know your thoughts and feedback as it does.

Here we go....

"Open Up My Head and Let Me Out"...DMB

What specifically goes on in my mind?  Lots.  But here I plan to write around music, media, audio, radio, advertising...with the occasional random warped thought every now and then as well.  Kind of like a day at the office for me.

The blog will continue to evolve in the same way that Britney Spears has evolved as a parent, so please let me know your thoughts and feedback as it does.

Here we go....

"Open Up My Head and Let Me Out"...DMB