Rap Music Fans UK April 2020

Fast Facts Top Attitudes Market Potential: 6.8mil 1.2x More likely to live in I am a risk taker 54% Male Urban Areas 46% Female I like to keep up with the Follow a music artist latest fashion 1. Young Rebels 50% or band on social 2. Gaming Streamers media I am a brand conscious person 3. Zoomers

More likely to be a 2x fan of E-Sports

Age 39% Household Income 29% Top 25% Bottom 25% 19% of the of the population population 10% 6% 44% 4% 16% 27% Top 10% Mid 50% of the of the 16-24 25-34 35-54 45-54 55-64 population population

Media Channels Media Properties Vice Reddit LADbible Uber 92% 94% 79% 80% E! BuzzFeed MTV ESPN Comedy Central 74% 80% 100% 45% The Guardian

Top Online Activities Social Media High Volume High Propensity 77%

56% 52% 53% 51% 51% 44% 40% 38% 28%

Top TV Shows SpongeBob SquarePants South Park Rick and Morty Love Island Hollyoaks

Tagged a song using 77% I typically prefer to control the 1.8x music I listen to (e.g. by making Shazam or SoundHound Stream Music playlists or choosing albums I like)

1.7x Live-streamed a music Top Streaming Services concert or festival Love… Used an app that helped you Stormzy 1.7x find concert information AJ Tracey Top Playlists A Boogie Wit Da Hoodie United Kingdom Top 50 (Spotify) 1.7x Followed a music artist or Daily Mix (Spotify) band on a social media Top Radio Stations/Shows Capital XTRA Kiss FM 1.6x Listened to music posted on 59% a social media site Capital FM Watch Music Videos on YouTube