Who Is the Typical Person at a Phantogram Concert?

I’ve got to get something off my chest. I live a separate music life that rarely connects with my day to day activities. See, I love music. Always have. I have studied & attempted to play several instruments, sung in choirs, sung on stages, and befriended many, many musicians. But these days work and family take up most of my time, so (for now) I get to live new, phantogramlive music vicariously through my concert-going friends. Lucky for me I have several friends who keep up with the greatest and often the latest, and whose social accounts are frequently peppered with concert pics, like Phantogram here from the 2016 Hangout Music Festival in Gulf Shores, Alabama.

So I wasn’t surprised when one of SpotRight’s resident musicians, Todd Kelley, told me about this (new to me) group Phantogram. I went and checked them out on YouTube, and then asked another friend, Tim, what he thought too. Turns out all 3 of us like this young, trendy band from upstate New York. And 2 of the 3 of us have seen them in concert – thanks for the pic, Tim!

Being in the consumer insights biz, I couldn’t help but wonder how we, all being 40 somethings in different parts of the country, compared to Phantogram’s typical audience. Turns out, we’re…ummmmm….older.

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But at least Todd and Tim are men – as a woman I’m way underrepresented in this group.

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So where’s the connection? Where’s the intersection between this audience and us, the more seasoned music connoisseurs?

Found it – it’s in the interests. Look at some of the top interests of Phantogram’s audience: music events and festivals, magazines and music media. Yes, please!

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But I have to be honest- that’s the only intersection I found. They love fast food – I’ll only resort to it in a pinch.

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They tend to be students and I’m not, but there are a lot of white collar professionals in there too. Maybe there’s hope for commonality yet…occupation_relative_index-1

But in the end, does it really matter how much my friends or I look like their typical audience member? After all, we’re all music fans. Understanding the difference between one group and another within your larger audience can and should make a huge difference in how you talk to those fans, where you choose to engage them, and the kinds of offers you send. Who is more likely to go to the concert and who is likely to buy the album? Who will be sporting their concert T the next day at work (or on campus) and who’s going to read the interview on All Songs Considered?

Understanding these nuances can make all the difference between a sold out show and a half empty venue. Now, excuse me while I find out who my friends are going to see next weekend…