E-Poll Market Research Blog

Top Musical Performers Young Audiences Want to See

The changing economics of the music business have made live performances a primary focus for many recording artists and brands that want to associate with them

While the list of top-grossing concert tours includes many acts targeting baby boomers and their seemingly huge appetite for nostalgia, we wanted to see what opportunities exist for acts appealing to the younger crowd.  Using
E-Score Music’s “Extendibility” measurements, we looked at which live performances are the most sought-after by persons 13-24.

Using E-Score Music we looked at artists that have the highest Awareness scores and the highest Interested in Performing in a Concert scores among ages 13-24.  Topping the list in terms of Awareness is Taylor Swift with a very Interested in Performing score of 25 and Awareness of 65.

When sorting for Interest in Performing in a Concert, Lady Gaga came out on top with a score of 32 with Awareness of 54.

When it comes to desire to attend a live performance, awareness and appeal don’t tell the whole story.  E-Score Music offers a unique set of Extendibility metrics which can help artists, brands and media managers alike assess consumer interest in artist live performances, television appearances, clothing labels and reveal possibilities for branding and endorsements.  E-Score Music data can further be filtered by age and level of music consumption and artist awareness.

Brought to you by The Black Eyed Peas

The Black Eyed Peas have transformed from a Los Angeles-based hip hop troupe to a global marketing juggernaut partnering with the likes of Apple, Samsung and BlackBerry.  The traditional career trajectory for most musicians follows a path of greater CD/digital sales and larger concert venues.

Turning that concept on its head, The Black Eyed Peas represent a new breed of artist that doesn’t simply rely on album sales to generate income but instead creates endorsements, extension and corporate sponsorships.  Utilizing E-Score Music we looked at what ingredients put the Black Eyed Peas on corporate America’s top playlist.

The Black Eyed Peas and Everyone Else

According to E-Score Music The Black Eyed Peas have an above average appeal across all key age demographics.  Looking at artists with similar awareness, The Black Eyed Peas top-two box appeal among 18-25 year olds is 19 points above average (58% vs. 39%). Among the older age group 35-54, The Black Eyed Peas broad appeal tops the average by 8 points (56% vs. 48%, top-two box appeal).  Among other recording artists with similar awareness, The Black Eyed Peas rank the highest in cool and in the top 10 in both unique and trend-setter.

What also makes The Black Eyed Peas unique is their ability to retain a band identity while generating recognition to individual band members.  In an open-ended question asking to name members of The Black Eyed Peas; over 60% of respondents were able to name at least one member of the band.

Using E-Score Music we see that The Black Eyed Peas combine high awareness, broad appeal and positive perceptions.  This mixture of traits has made them a success not only for themselves but for their sponsors as well.