ECHOSMITH FANS & STRATEGY 2017 02 PERSONALITY IS ESSENTIAL These fans are talent and personality focused. This combination always wins over temporary hype. Yet, as it stands, the band are a little anonymous. 01 03 INDIFFERENCE KEEP IS IT DANGEROUS REAL We need to give audiences a reason These fans respect authenticity. We to engage. The band are out of need to develop a narrative which context and we can’t rely on the story sits comfortably with the band of the band as fans are not familiar members and take it directly to fans. with it. WHO WE SPOKE TO 6 x AUDIENCE IMMERSION SESSIONS NEW YORK | CHICAGO | LOS ANGELES 03 WE NEED TO GIVE PEOPLE A REASON TO CARE… THEY’RE OUT OF CONGTEXT AND WE CAN’T RELY ON THE STORY OF THE HYPE MACHINE: 16 – 18 & 21 – 24 YEAR OLDS BAND,…NO ONE KNOWS IT. Frequently, your initial font choice is GOOD MILLENNIALS: 18 – 21 & 21 – 24 YEAR OLDS taken out of your awesome ha HYPE MACHINE 76% FEMALE | 4 9 % W H I T E | 1 9 % B L A C K 13- 1 7 & 18- 24 YEARS OLD CALIFORNIA 12.6% 7 . 1 7 MILLION PEOPLE ( 2 . 2 % ) ILLINOIS 7.1% • FASHION – hugely fashion conscious, they are constantly scanning their explore page for hot new trends. They respect and admire artists / celebs who take fashion seriously e.g. A$AP TEXAS 10.2% Rocky. • CONSUMPTION – they are a playlist orientated segment, typically tapping into 3rd party playlists to suit their mood or activity. • CELEBRITY – totally immersed in their social media worlds, the world of celebrity is an expectation. They’re constantly seeking out genuine personalities. • VALUES – they respect talent, honesty, vulnerability, family values, positivity and those with a strong work ethic. HYPE MACHINE SQUAD GOALS ZOE KRAVITZ ZOELLA PATRICIA BRIGHT “SHE IS MULTI-TALENTED AND “SHE IS SO TINY AND DAINTY. EVEN “I’VE BEEN THERE SINCE THE ATTRACTIVE WITHOUT BEING HALF THOUGH SHE IS SO FAMOUS NOW YOU BEGINNING OF HER JOURNEY AND NAKED ALL THE TIME.” CAN IMAGINE HER STILL BEING NICE TO NOW SHE’S THIS WOMAN WITH A HER FANS,” HOUSE AND A FAMILY!” GOOD MILLENNIAL 5 4 % M A L E | 5 7 % W H I T E | 1 7 % B L A C K 1 8 – 34 YEARS OLD OHIO 6% 9 . 4 5 M I L L I O N P E O P L E ( 2 . 9 % ) CALIFORNIA 15% • FASHION – less trend conscious than Hype Machine, these guys are as likely to draw inspo from their friends, as they are the explore page. TEXAS 12% • CONSUMPTION – Playlists are a core method of consumption, these guys are also incredibly experience driven. They love live music as they crave a real connection with their artists. • CELEBRITY – Good Millennials are highly sceptical of celebs jumping on the cause’ bandwagon. They are drawn to genuine and consistent personalities. • VALUES - hard work, consistency, those who stand up for what they believe in, they’re drawn to ‘normal’ people’, ‘those who are humble and stay faithful to their art.’ GOOD MILLENNIAL SQUAD GOALS ELLEN DEGENERES JANELLE MONAE SELENA GOMEZ “SHES FUNNY, CHARITABLE KIND “SHE SPEAKS TO SOCIAL ISSUES AND “SHE KEEPS IT REAL ABOUT HER AND ENTERTAINING. YOU CAN THE THINGS SHE CARES ABOUT STRUGGLES WITH MENTAL HEALTH. IMAGINE’ HER GOING TO THE STORE THROUGH HER WORK AND WITHOUT SHE TRUSTS US TO COME IN ON THE HERSELF WHICH IS COOL.” BEING TOO SPECIFIC” HIGHS AND THE LOWS.” FAN WORLD “I SPEND A LOT OF TIME WATCHING VLOGGERS. THEY ARE SO GENUINE AND SO YOU SHARE THE FEELING OF SUCCESS WHEN THEY MAKE IT BECAUSE YOU’VE LITERALLY GROWN UP TOGETHER.” VLOGGERS RULE Vloggers like Patricia Bright and Zoella represent everything that these audiences enjoy about the state of social media. They take pride in having been with the stars since the beginning of their journeys. They are invested in the narrative and feel as if they have ‘grown together’… They are emotionally attached to the personalities and love watching the fruits of hard labour blossom. THEY WANT THE REAL THING. THEY ARE EMOTIONAL. They worry about money, their relationships, family, school and their careers. They are drawn to those whose life journeys are made relatable and are confident enough to explore the highs and lows of life in the spotlight. IT ISN’T ALWAYS SUNNY. Superficiality and social media projections of perfection are growing old for these guys. The Jenners were frequently called out for their ‘fake’ and un-relatable personas. “I HATE THE JENNERS. THEY ARE SO SELF- INDULGENT. HOW CAN YOU BE WILLING TO SHARE EVERYTHING EXCEPT HOW YOU FEEL WHEN THINGS GO WRONG?” “SELENA’S INSTAGRAM IS PERFECTION. WE’VE BEEN ABLE TO WATCH HER GROW INTO THIS CLASSY, BUT INSPIRATIONAL, LOVING WOMAN. SHE CHANNELS HER VALUES THROUGH HER SOCIALS AND HER ART.” “IN THIS DAY AND AGE IT’S MUCH BETTER WHEN THOSE IN THE SPOTLIGHT HAVE DEPTH. IT’S LIKE A FOOT PRINT FOR DEALING WITH LIFES VERY REAL CHALLENGES…LIKE STRESS OR EVEN DEPRESSION.” INSTAGRAM & SNAPCHAT THESE SEGMENTS SPEND A HUGE AMOUNT OF TIME ONLINE. THEY’RE MAKING QUICK DECISIONS ABOUT WHO TO FOLLOW AND FEEL LIKE INFLUENCERS AND MUSICIANS NEED AN APPROPRIATE BLEND OF INSIGHTFUL AND WELL THOUGHT OUT CAPTIONS, CONSISTENT POSTS, PROFESSIONAL AND CANDID SHOTS, AS WELL AS BEING WELL STYLED AND PROPERLY CURATED TO KEEP THEIR ATTENTION. “MY SISTER IS MY BIGGEST ROLE MODEL. SHE’S SO SMART AND WISE – AND NOT ONLY THAT, SHE HAS WORKED SO HARD TO GET WHERE SHE IS – SO IT’S PRETTY INSPIRATIONAL TO SEE HER DOING SO WELL.” FAMILY MATTERS In addition to reeling off a host of social media personalities and aritsts as their role models. Nearly all participants mentioned family members as the most important and aspirational figures in their lives. MUSIC LANDSCAPE WHERE INDIE POP USED TO BE.. URBAN STARS NOW DOMINATE JOHN WHITE ROB KOVI Creative Designer Fashion Designer “THEY’RE CONSISTENT AND SHOW YOU IT’S COOL TO BE DIFFERENT… WHATEVER YOUR TRUTH IS.. LIVE IT.” IT’S THE SOUND OF THE MOMENT. Hedonistic rap appeals to these audiences desire to feel ‘good free and empowered…to forget about their worries.” The need state is clear, however Hype Machine and Good Millennials are not emotionally connecting with the stars behind the hits, LONG TERM… NARRATIVE ALWAYS WINS OVER HYPE Miley Cyrus was frequently referenced as an artist these fans had grown with. Openness and a public journey into womanhood has fostered a deep and loyal emotional connection between ‘Miley the artist’ and music fans. THOUGHTS ON ECHOSMITH “I REMEMBER COOL KIDS...THAT WAS THE SOUND OF MY SUMMER IT WAS PLAYING LITERALLY EVERYWHERE.” COOL KIDS IS ECHOSMITH – ECHOSMITH ISN’T COOL KIDS. FANS DON’T KNOW WHO ECHOSMITH ARE, BUT THEY DO KNOW WHAT COOL KIDS SOUNDS LIKE. “I REMEMBER THE TRACK, IT’S LIKE A BLAST FROM THE PAST… I LITERALLY KNOW ALL THE WORDS. BUT I COULDN’T TELL YOU WHAT THEY LOOK LIKE.” FANS ARE NOT FAMILIAR WITH HOW THE BAND LOOKS. SO SOCIALS MATTER A LOT TO GRAB THEIR ATTENTION. SINCE THE RELEASE OF COOL KIDS.. LITTLE HAS BEEN DONE TO REINFORCE THE MESSAGE THAT IT’S OK TO BE AN OUTSIDER.. “SYDNEY’S TIMELINE IS QUITE SELFIE-ISH & SHE LOOKS QUITE YOUNG – ACTUALLY YOUNGER THAN I THOUGHT.” HOWEVER, FANS FELT NOAH STRIKES A GOOD BALANCE.. OVERALL THE MATURITY OF THE NEW SOUND IS NOT REFLECTED ACROSS ANY KEY TOUCHPOINT. AS IT STANDS, THE BANDS IMAGE DOESN’T KEEP UP WITH THEIR MUSICAL TRANSITION. “THEY DON’T LOOK HOW I EXPECTED ESPECIALLY IN THEIR PERSONAL PICS – I WAS THINKING MORE PARAMORE VIBES BUT THEY LOOK A LOT YOUNGER THAN ME.” THE FAMILY CONNECTION IS LOST ONLINE POSTS OF THE GUYS TOGETHER ARE INFREQUENT ON THEIR INDIVIDUAL PROFILES, AND PROFESSIONALY ORIENTATED ON THEIR OFFICIAL ACCOUNT. AS A RESULT FANS FIND IT HARD TO LINK THEM AS BAND MEMBERS…. LET ALONE SIBLINGS. “I DIDN’T KNOW THEY WERE RELATED… THAT DOESN’T COME ACROSS ONLINE, THEY ALL LOOK LIKE THEY LEAD INDIVIDUAL, SEPARATE LIVES. I THOUGHT THEY’D BE CLOSER, OR YOU’D SEE MORE ON THEIR OWN PROFILES!” COMPETITOR LANDSCAPE THIS CAMPAIGN LET FANS IN. Fans have not uncovered a narrative or set of values to identify with, like they have with Demi Lovato or Selena Gomez. Showcasing depth and the variety of the bands personality will encourage new fans and reengage fans of ‘Cool Kids’ . DIAL UP THE FAMILY NARRATIVE. SHOW THE GUYS MORE NATURALLY AS SIBLINGS, HAVING FUN, SHOWCASING THEIR CONNECTION. THIS COULD REALLY TAP INTO THESE HOMELY AND FAMILY ORIENTATED FAN GROUPS. LINK BACK TO WHAT FANS KNOW. Much of fans understanding of the band is rooted in their love of Cool Kids. Any story we tell about them should make the link between the band and that song, very clearly. CURATE IT. These fans look to social media for fashion inspo. For them it doesn’t have to be sexy to win them over. But there are key attributes and aesthetics which they value: • Timeline curation & HQ images • Post consistency • Considered captions • Distinctive style & direction CONSIDER FREQUENCY Despite loving Cool Kids and Bright – many felt that the former was slightly over played on radio. To get them onside, a multi pronged approach is necessary to ensure fans old and new get a consistent a clear balance of music and ‘personality’. CAMPAIGN ANCHORS Award ceremonies like the Teen Choice Awards are good opportunities to get the band in front of fans and show case their dynamic and personalities.