Project Phoenix

By Patrick Hennessy

What is it?

• When researching different types of audiences, I found something on Bauer's website, which is known as Project Phoenix.

• The way how Project Phoenix works is that Bauer media conducted over 1800 interviews with readers, or consumers aged between 16-45 years of age.

• Project Phoenix involves trying to find out what kind of music listeners the people they surveyed have.

Findings of the research

• 1. More people are interested in music than any other interest. This can include being into sport, including football and rugby, or shopping, for example.

• 2. The audience like to pick and mix with music.

• 3. Live music is seen as very popular, and there was no evidence in people disliking it.

• 4. People seem to accept that brands will be involved in the music space.

Background Listeners

• 1. There are ‘Background Listeners’ (39% out of 1800 people surveyed)

• These are not as passionate about music.

• They do not really go to concerts.

• They enjoy having music on, but are not as interested as others. These are mainly female.

The Headliners

• 2. There are ‘The Headliners’ (20% of those surveyed)

• These are mainly just interested in what is hot at the minute or who are at the top of the charts.

• These are mainly male audiences, often aged around under-30s.

• Often fame and celebrity are the reasons why they buy their music.

Track Hunters

• They like to find out about new artists, but are not the first to find out about them.

• They are mainly female.

• They are more interested in the artist's music rather than their lifestyle.

Pace-setters

• Listen to different things to the mainstream.

• Mainly a male audience.

• They are very passionate about music, and often argue with friends about music and certain bands.