Illustrative engagement. A representative scenario showing how we approach this kind of work in music. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping music
Labels, streaming services and live music businesses need to know how people listen, discover artists and choose concerts, and to pay artists accurately.
- Streaming dominates listening
- Live music is a growing revenue source
- Royalty accuracy builds artist trust
Client background
A live music venue chain, working in Bengaluru & Mumbai. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A live music venue chain
- Sector
- Music
- Team engaged
- Market Research
- Services
- Quantitative research, Online surveys
Client challenge
The venues booked artists based on instinct and wanted audience data.
Research objectives
- Deliver on the brief: profiling live music audiences.
- Understand the views, needs and behaviour of attendees.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 4 weeks.
Target audience
The work focused on 1,500 attendees.
- attendees1,500
Audiences we typically reach in music
ListenersConcert-goersArtistsStreaming subscribersVenue operators
Geographic coverage
Coverage: Bengaluru & Mumbai. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Attendee survey
- 3Insight
We surveyed attendees about genres, frequency, discovery and spending.
Quantitative researchOnline surveys
Sampling strategy
- attendees
- 1,500
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- The online survey was mobile-friendly and offered in respondents' languages.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
Key findings
- Audiences for independent artists attended more often than assumed.
Your regulars may not be who you think.
Recommendations
- Build on the core insight: your regulars may not be who you think.
- Share the findings with the teams closest to customers so they can act quickly.
Business impact
- Venues added more indie nights.
Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: who goes to live shows?