1. Cognitive use of music is the biggest predictor of music consumption.
Cognitive Users are defined as people who listens to music in a very rational/analytical manner. 36% of core music consumers are cognitive users of music, and while they are not a majority, they do explain the biggest portion of music consumption within the model. Cognitive users are more likely than emotional users of music to consume music, while background users as a whole were not statistically significant, hence not included in the model as a holistic battery.
Our model was created to understand the independent variables that help predict music consumption, along with predicting how much % change in those independent variables can impact one’s consumption of music in a way that leads to revenue for an artist, an artists’ label et al.
In our music consumption battery (see Statistical Procedures 1. Dependent Variable: Music Consumption), there were five statements and a respondent rated each from strongly agree to strongly disagree. We summed up scoring for all 490 respondents and obtained a mean score, being above the mean is classified as having high music consumption; being below the mean is classified as having low music consumption.
To read the entire Gracie Management Music Consumption Model™ Report, download it here.
About Gracie Management
Gracie Management, led by Chasson Gracie, a ten-time marketing award winner who is also Head of Strategic Planning for the New York office of Dieste, combines strategic planning with statistical modeling for musicians, record labels and artist managers to leverage data for smarter campaigns, promotions and platforms. The unique method brings a science to a field that has long survived on gut decisions, which in many cases has damaged careers. Gracie Management has worked with musicians on an international level, lending its methodology and expertise to Universal Music Group and independent artists.