coolhunting project
TRANSCRIPT
A house concert is a chance to experience
music in a warm and intimate environment. It's
when someone opens up their home and
invites you into their living room to share in a
performance by one of their favorite musicians.
Con
certs
Typical
Member
Social
Young
Well-Educated
“Hipsters”
Amateur
musicians
Self Expression
DIY
Rent Homes
Demographics• 45-64 year
• No kids/Empty Nest
• Large Discretionary Income
• 19,536,809 U.S population
PsychographicsExcess Free Time
Social
Creative
Experiencers (12%) VALS
2,344,417 Target Demographic U.S population
Target Market Profile
Target Market
Profile
• Prizm
Psychographics• Movers & Shakers
• Pools & Patios
• Country Casuals
• Suburban Sprawl
• Traditional Times
Why Would the Target Market
Adopt It?
Need creative outlet
Desire to reclaim youth
Foster social connections
Develop community ties
Committed to encouraging musicians
Use discretionary income for experience
Communication Method/ Delivery Vehicles
Neighbors
Colleagues
Family members(child/grandchild is
a host)
Social Media (Facebook, Twitter, blogs)
TV shows (reality show)
News or Newspaper Segment
Consumer Production Process
Marketing channelsWord of Mouth
TV
Magazines
Informal
GatekeepersSpouse
Family
Neighbors
Formal
Gatekeepers Magazine Editors
Journalists
Social Media Directors
Consumer Production
Process
Target Market
Adoption
The target market would adopt the tradition
of DIY music venues and add elements to
make it their own
Music Genre
Smaller Scale
Suburban Neighborhoods
Target Market
Adoption
Though they would individualize it to suit
their needs, they would still value;
Creative
Expression
Community
Art &
Performance
Socialization