Artist Strategy Game Plan Twenty One Pilots September 2020 Introduction to Artist Strategy Report This report is designed to deliver you two things… Identify the two DNA segments that best fit your current fan profile and your growth objective. These DNA segments have the highest potential to be your future fan. Provide you with unique insights that help you understand The DNA Segments and all their relevant touchpoints. These insights span the breadth of your marketing opportunities allowing for all marketing efforts to align to a DNA Segment. We have highlighted the DNA Segment sweet spots, however if you would like a wider list on any of the data points in the report please contact the AP team. Copyright © 2020 Prepared by Audience Precision Ⓡ : www.audienceprecision.com Page 2 Source: GlobalWebIndex Research Methodology Research Methodology Artists Measured in this survey The figures in this report are from research conducted by our research provider GlobalWebIndex. Below are the key points on the research methodology: • Online-based syndicated research study • Measures people aged 16-64 • 46 countries • Single Source • Updated 4x per year • Representative of a country’s online population • Quotas set on age, gender, and education • Over 35,000 data points • Historical data available dating back to 2009 • Custom Recontact Survey captures detailed questions on music in five countries: Australia, Canada, Japan, UK, USA Insights Methodology Data Timestamp Sample Size Got Questions? The insights in this report have been selected from a rule set which includes a Connect with Laura Newman combination of index and reach. July 2020 16,000 our Global Head of Research … [email protected] Copyright © 2020 Prepared by Audience Precision Ⓡ : www.audienceprecision.com Page 3 Source: GlobalWebIndex Key Takeaways 1 2 3 4 5 AP DNA Segments Brand Partnerships Online Video Social Media Music Preferences In Australia, Gaming Streamers Brand partnerships will be a Online Video/TV streaming Two social media strategies will Spotify is used by over 60% are a core superfan audience good strategy to engage with should be a priority media be effective for these DNA of each DNA Segment, so it for Twenty One Pilots, they these DNA Segments as they are channel to consider for both Segments, firstly paid ads on should be a key platform. also match the current both brand lovers and actively DNA Segments as they are both social media are an advertising Both DNA Segments are 2x streaming demographic of 16- follow their favourite brands in more likely than the general format that they commonly more likely to use 24 and skew male. Young the online space. population to consume it discover new brands or products, Soundcloud regularly. regularly. and they also follow their Rebels are fans, who are a 16- Young, trendy, cool and bold are Both DNA Segments are 2.6x favourite artist on social media. 24 and have an even gender brand qualities that appeal to Talk Shows & Educational are more likely than the general split; Young Rebels are a DNA these DNA Segments. Both DNA two of their preferred online TV A video format preference is also population to have recently Segment to consider when Segments spend on technology content categories. across social media with Tik Tok watched a music concert via trying to grow the superfan are where you will get and have a big interest in Focus on gaming/anime or & Twitch a gaming platform or game, audience. the most engaged, and gaming; therefore, brands in sports video content to minimise YouTube so this could be an engaging NSW is a sweet spot state for these categories should be a wastage when trying to reach delivers high to reach for both way to connect with this Gaming Streamers whilst VIC is priority. them when they are browsing DNA Segments. through one of their top interests. for Young Rebels, build this Google, Apple, Call Of Duty, online content. Gaming content is a must do for into your activation strategy Samsung & Monster are some targeting tactics. depending on who your chosen great examples of brand audience is. preferences. Copyright © 2020 Prepared by Audience Precision Ⓡ : www.audienceprecision.com Page 4 Source: GlobalWebIndex DNA Best matched… Best SEGMENTS. Copyright © 2020 Prepared by Audience Precision Ⓡ : www.audienceprecision.com Page 5 Source: GlobalWebIndex Audience Brief Objective: Identify two key audiences for Twenty One Pilots in the Australian market and f Audience Profile provided for DNA Segment Match: One superfan DNA Segment One fan DNA Segment Copyright © 2020 Prepared by Audience Precision Ⓡ : www.audienceprecision.com Page 6 Source: GlobalWebIndex Which DNA Segments? Audience PrecisionⓇhave built a segmentation model framework within the data, allowing us to profile the general population across a combination of psychographic attributes. We undertake an analysis using our DNA Segments and select the Segments to best match your audience brief and meet your overall objective Attitudes Status Motivations Psychographic Activities Socio Economic Education Beliefs Interests Lifestyle / Lifestage Copyright © 2020 Prepared by Audience Precision Ⓡ : www.audienceprecision.com Page 7 Source: GlobalWebIndex Segment Match Greatest opportunity exists against… Gaming Streamers People who enjoy watching live gameplay The best for Core fan… Room 1.2mil for growth The best for Core Superfan… Young Rebels Under 25, & they don’t like to play by the rules 1.6mil Copyright © 2020 Prepared by Audience Precision Ⓡ : www.audienceprecision.com Page 8 Source: GlobalWebIndex AUDIENCE Let’s look at… INSIGHTS. Copyright © 2020 Prepared by Audience Precision Ⓡ : www.audienceprecision.com Page 9 Source: GlobalWebIndex Segment Demographics Age 16-24: 44% 25-34: 34% 35-44: 13% Affluence Sexuality 45-54: 7% Score 55-64: 2% Heterosexual / straight Gender Action the insight Low Affluency 79% Male: 76% Bisexual Female: 24% Insights for Everyone​ 185 ix The standard audience profile is made up of audience demographics. Consumer research delivers you a clear picture of what the audience profile is from a general population point of view. This allows you to get a true top-level picture of the audience. Gender Age Male: 51% 16-24: 100% Sexuality 49% Affluence Female: 25-34: 0% Heterosexual / Score straight 35-44: 0% 79% 45-54: 0% Low Affluency Homosexual / gay / 55-64: 0% lesbian 150 ix Copyright © 2020 Prepared by Audience Precision Ⓡ : www.audienceprecision.com Page 10 Source: GlobalWebIndex Where are they hiding? Highest Volume Region Highest Volume Region Action The Insight NSW VIC NSW Insights for Marketing,​ VIC Promo & Touring ​ QLD QLD When trying to decide what locations to focus on for an audience you have Highest Propensity Region two considerations.​ SA Highest Propensity Region ACT High volume regions have the largest NSW % of the audience, these are usually VIC WA the same across most Segments as WA they are the largest regions in the county population-wise. Because of this, it can be hard to create an impact on an individual audience. ​ Therefore, to make an impact on an Region audience High Propensity region can Region be a strategic option as the audience Urban: 27% is more likely to live in these regions Urban: 23% than the general population allowing Suburban: 65% for greater opportunity. Suburban: 70% Rural: 9% Rural: 7% Copyright © 2020 Prepared by Audience Precision Ⓡ : www.audienceprecision.com Page 11 Source: GlobalWebIndex Segment Attitudes What do they agree or believe more than the general population? Action the insight Gaming Streamers Young Rebels Insights for Content Creation & Marketing Today more than ever understanding an audience’s attitudes is a critical part of I am constantly connected online I like to stand out in a crowd successful content marketing. ​​ By understanding their mindset & motivations you can When buying products and services, I always like to seek an expert craft a creative message that is Other people view me as adventurous opinion before purchasing going to genuinely connect with them.​ We measure over 50 DNA Having the latest technological products is very important to me I am a risk taker segment attitudes! Contact AP for more I would buy a product / service simply for the experience of being I regularly inform friends and family on new products / services part of the community built around it I tend to buy brands I see advertised I like to pursue a life of challenge, novelty and change Copyright © 2020 Prepared by Audience Precision Ⓡ : www.audienceprecision.com Page 12 Source: GlobalWebIndex Interests & Activities Compared to the general population they are more likely to be interested in Action the insight Insights for Brand Martial arts Partnerships, Promotions & Event Marketing Boxing Gadgets Gaming A smart way to build brand Basketball awareness across an audience is through their interests & PlayingTitle sport A good hobbies as it allows you to Causes they business plan make a more authentic care about starts with an connection through something executive they enjoy. ​​ Esports Anti-Bulling E.g. if they enjoy gym or fitness, get your music into as Adventure / many gyms as possible! ​ Entrepreneurship Fashion extreme sports Computers / Causes they coding Surfing care about Want to see their top Boxing Suicide 20 interests? Ask the AP team Basketball prevention or support Copyright © 2020 Prepared by Audience Precision Ⓡ : www.audienceprecision.com Page 13 Source: GlobalWebIndex Device Behaviours Understanding their device, OS, service provider information