Phoenix first launched in 2003 and is Bauer Media's proprietary music study on the changing face of music consumption. The fourth wave of Phoenix research will be showcased at Kings College London on Wednesday 11 May to an audience of clients and agencies.
The original Phoenix study identified music consumers into four segments: Savants, Enthusiasts, Casuals and Indifferents* and the two subsequent Phoenix studies have gone on to map music influences amongst these key audiences against a backdrop of broadband, mp3 and mobile technology advances; the rise in access to live music experiences, and the increasing role of brands and expansion of commercial opportunities in the music environment.
Phoenix IV involved interviewing Q, Mojo and Kerrang! readers and their friends, industry experts and bands. It will be co-presented on Wednesday by Rimi Atwal, Publishing Director of Q, Mojo and Kerrang!, who commented:
"Phoenix has become widely recognised as a unique and expert body of insight over the last eight years with our influential music brands Q, Mojo and Kerrang! providing an unparalleled route to understand the behaviours and inspirations of music consumers.
"In Phoenix IV we wanted to find out more about an individual's lifetime journey through music; who influences those journeys and the role brands have come to play so we can share with our audiences, music industry colleagues and commercial partners our thoughts on how and where we can collaborate going forward."
http://www.youtube.com/watch?v=OuMIE9nC3Po
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