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Understanding music consumption through a tribal lens

Author

Listed:
  • Nuttall, Peter
  • Arnold, Sally
  • Carless, Luke
  • Crockford, Lily
  • Finnamore, Katie
  • Frazier, Richard
  • Hill, Alicia

Abstract

This paper challenges the traditional view taken by the recorded music industry of their key target market for popular music, the young music consumer. With music ever more accessible and ubiquitous and the research into music consumption revealing an increasingly eclectic and complex market, the traditional marketing model and the bases used to segment the young consumer market for music appear less relevant and effective as a means of marketing and distributing music products.

Suggested Citation

  • Nuttall, Peter & Arnold, Sally & Carless, Luke & Crockford, Lily & Finnamore, Katie & Frazier, Richard & Hill, Alicia, 2011. "Understanding music consumption through a tribal lens," Journal of Retailing and Consumer Services, Elsevier, vol. 18(2), pages 152-159.
    • Handle: RePEc:eee:joreco:v:18:y:2011:i:2:p:152-159
    DOI: 10.1016/j.jretconser.2010.12.007
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    References listed on IDEAS

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    Cited by:

    1. Cockrill, Antje & Liu, Yang, 2013. "Western popular music consumption by highly involved Chinese music fans," Journal of Retailing and Consumer Services, Elsevier, vol. 20(3), pages 263-271.

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