Live Music Consumption of the Adolescents of Generation Z
DOI:
https://doi.org/10.23985/evk.114885Nyckelord:
Adolescents, Live music, Segmentation, Live music events, SocialitiesAbstract
Getting more adolescents to participate in live music would increase the vitality and sustainability of venues and popular music culture. We studied 15–18-year-old Finnish adolescents of Generation Z and their live music consumption habits with the help of segmentation. The research questions were: Why and with whom do adolescents attend live music events? What kind of live music events do adolescents go to? and, What kind of knowledge do these typologies provide about adolescents’ needs from a broader perspective? Considering that there is a vast number of segmentation studies based on event participation motives, it is peculiar that there are no motivational segmentation studies on adolescent event participants. One of the reasons might be that traditionally youth has been considered as a single homogenous consumer segment. Our results showed that adolescent live music event attendees demonstrated different needs. Four segments were identified: adolescents driven either by content, scene, friendship or social factors.
Article cover photo: Jaana Ahvenainen.
Referenser
Aho, Marko & Kärjä, Antti-Ville (2007) ”Johdanto [Introduction]”.Populaarimusiikin tutkimus [Popular Music Research]. Eds. Marko Aho & Antti-Ville Kärjä. Tampere: Vastapaino, 7–32.
Bennett, Andy (2006) “Punk’s not dead: The continuing significance of punk rock for an older generation of fans”. Sociology 40:2, 219–235. https://doi.org/10.1177%2F0038038506062030
Bowen, Heather E. & Daniels, Margaret J. (2005) “Does the music matter? Motivations for attending a music festival”. Event Management 9:3, 155–164. https://doi.org/10.3727/152599505774791149
Brennan, Matt (2010) “Constructing a rough account of British concert promotion history”. Journal of the International Association for the Study of Popular Music 1:1, 4–13. https://doi.org/10.5429/2079-3871(2010)v1i1.3en
CBS (2019) “Concert attendance higher than ever”. Statistics Netherlands (CBS), December 19. https://www.cbs.nl/en-gb/news/2019/51/concert-attendancehigher- than-ever (visited 30 May 2022).
Cloonan, Martin (2022) Co-operation of small music venues: Final Report. Tallinn: Music Estonia & LiveFIN. https://admin.musicestonia.eu/wp-content/ uploads/2022/05/SmallMusicVenuesReport-1.pdf (visited 3 June 2022).
Collopy, Dennis & Bahanovich, David (2012) Music Experience and Behaviour inYoung People: Winter 2012–2013 [2011 National Survey]. Vienna: International Association of Music Business Research. https://researchprofiles.herts.ac.uk/portal/services/downloadRegister/2527993/681097.pdf (visited 9 June 2022).
Connell, John & Gibson, Chris (2003) Sound Tracks: Popular Music, Identity and Place. Abingdon: Routledge.
Delsing, Marc J. M. H. & ter Bogt, Tom F. M. & Engels, Rutger C. M. E. & Meeus, Wim H. J. (2008) ”Adolescents’ music preferences and personality characteristics”. European Journal of Personality 22:2, 109–130. https://doi.org/10.1002%2Fper.665
Dolnicar, Sara (2002) “A review of data-driven market segmentation in tourism”. Journal of Travel & Tourism Marketing 12:1, 1–22. https://doi.org/10.1300/J073v12n01_01
Dolnicar, Sara & Grün, Bettina (2008) “Challenging ‘factor-cluster segmentation’”. Journal of Travel Research 47:1, 63–71. https://doi.org/10.1177%2F0047287508318910
Dolnicar, Sara & Grün, Bettina & Leisch, Friedrich & Schmidt, Kathrin (2013) “Required sample sizes for data-driven market segmentation analyses in tourism”. Journal of Travel Research 53:3, 296–306. https://doi.org/10.1177%2F0047287513496475
Dolnicar, Sara & Kaiser, Sebastian & Lazarevski, Katie & Leisch, Friedrich (2012) “Biclustering: Overcoming data dimensionality problems in market segmentation”. Journal of Travel Research 51:1, 41–49. https://doi.org/10.1177%2F0047287510394192
Dolot, Anna (2018) “The characteristics of Generation Z”. e-mentor 2:74, 44–50. https://doi.org/10.15219/em74.1351
Edlom, Jessica & Karlsson, Jenny (2021) “Keep the fire burning: Exploring the hierarchies of music fandom and the motivations of superfans”. Media and Communication 9:3, 123–132. https://doi.org/10.17645/mac.v9i3.4013
Ferjan, Matija (2022) “30+ official listening to music statistics (2022)”. HeadphonesAddict, August 19. https://headphonesaddict.com/listening-tomusic-statistics/ (visited 24 September 2022).
Fischer, Ronald (2004) “Standardization to account for cross-cultural response bias: A classification of score adjustment procedures and review of research in JCCP”. Journal of Cross-Cultural Psychology 35:3, 263–282. https://doi.org/10.1177%2F0022022104264122
Fischer, Ronald & Milfont, Taciano L. (2010) “Standardization in psychological research”. International Journal of Psychological Research 3:1, 88–96. https://doi.org/10.21500/20112084.852
Freeman, Sophie & Gibbs, Martin & Nansen, Bjørn (2022). “‘Don’t mess with my algorithm’: Exploring the relationship between listeners and automated curation and recommendation on music streaming services”. First Monday 27:1. https://doi.org/10.5210/fm.v27i1.11783
Golden, Alyssa (2019) “Generation Z: Redefining the business of music”. Music Business Journal 13:6, 8–11. https://www.thembj.org/2019/09/generation-z-redefining-the-business-of-music/ (visited 30 May 2022).
Hair, Joseph F. & Black, William C. & Babin, Barry J. & Anderson, Rolph E. (2010) Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall.
Hallamaa, Teemu & Vedenpää, Ville (2019) ”Nuoret rynnivät suurkonsertteihin ja samalla rock-klubit sulkevat oviaan: ‘Spotify-aika ajaa massatapahtumiin’ [Young people rush to big concerts and at the same time rock clubs are closing down: ‘Spotify time leads to mass events’]”. Yle 22 October. https://yle.fi/uutiset/3-11026712 (visited 30 May 2022).
Harrington, C. Lee & Bielby, Denise D. (2010) “A life course perspective on fandom”. International Journal of Cultural Studies 13:5, 429–450. https://doi.org/10.1177%2F1367877910372702
Hines, Michelle & McFerran, Katrina Skewes (2014) “Metal made me who I am: Seven adult men reflect on their engagement with metal music during adolescence”. International Journal of Community Music 7:2, 205–222. https://doi.org/10.1386/ijcm.7.2.205_1
Hixson, Eliza (2014) “The impact of young people’s participation in events: Developing a model of social event impact”. International Journal of Event and Festival Management 5:3, 198–218. https://doi.org/10.1108/IJEFM-09-2013-0026
Hodkinson, Paul (2011) “Ageing in a spectacular ‘youth culture’: Continuity, change and community amongst older goths”. The British Journal of Sociology 62:2, 262–282. https://doi.org/10.1111/j.1468-4446.2011.01364.x
Homi, Harri & Kinnunen, Maarit & Honkanen, Antti (2021) ”’Minä ihailen muusikkoa nimeltä Billie Eilish’: Digitalisaation aiheuttamat muutokset 15–29-vuotiaiden musiikin kulutuksessa [’I admire the musician called Billie Eilish’: Changes in music consumption of 15–29 year olds caused by digitalisation]”. Harrastamisen äärellä. Lasten ja nuorten vapaa-aikatutkimus 2020 [A close look at participation in hobby activities: A study of children’s and young people’s leisure activities in 2020]. Ed. Mikko Salasuo. Helsinki: Ministry of Education and Culture, State Youth Council & Finnish Youth Research Network, 159–172.
Homi, Harri & Kinnunen, Maarit & Vallius, Salla (2020) Nuorisomusiikin toimiala-analyysi [Industry analysis of youth music]. Helsinki: LiveFIN. https://90c1ba84-4c53-46b8-b98c-9145bf3d711c.usrfiles.com/ugd/90c1ba_4669bba473434f0cb35cd849b3c484ad.pdf (visited 30 August 2022).
IFPI (2022) Global Music Report 2022. https://www.ifpi.org/wp-content/uploads/2022/04/IFPI_Global_Music_Report_2022-State_of_the_Industry.pdf (visited 30 May 2022).
Iqbal, Mansoor (2022) “Spotify revenue and usage statistics (2022)”. Business of Apps May 4. https://www.businessofapps.com/data/spotify-statistics/ (visited30 May 2022).
Jones, Rhian (2022) “‘Working class people are getting priced out’: Cost-of-living crisis spreads to live music”. The Guardian February 7. https://www.theguardian.com/music/2022/feb/07/how-live-music-joined-costof-living-crisis (visited 30 May 2022).
Kinnunen, Jaana M. & Pere, Lasse & Raisamo, Susanna & Katainen, Anu & Myöhänen, Anna & Lahti, Laura & Ahtinen, Suvi & Ollila, Hanna & Lindfors, Pirjo & Rimpelä, Arja (2019) Nuorten terveystapatutkimus 2019: Nuorten tupakkatuotteiden ja päihteiden käyttö sekä rahapelaaminen [The Adolescent Health and Lifestyle Survey 2019: Adolescent tobacco and alcohol use and gambling]. Sosiaali- ja terveysministeriön raportteja ja muistioita 2019:56. Helsinki: Ministry of Social Affairs and Health. http://urn.fi/URN:ISBN:978-952-00-4105-2 (visited 30 May 2022).
Kinnunen, Maarit & Homi, Harri & Honkanen, Antti (2020) ”Social sustainability in adolescents’ music event attendance”. Sustainability 12:22, 9419. https://doi.org/10.3390/su12229419
Kinnunen, Maarit & Luonila, Mervi & Honkanen, Antti (2019) “Segmentation of music festival attendees”. Scandinavian Journal of Hospitality and Tourism 19:3, 278–99. https://doi.org/10.1080/15022250.2018.1519459
Koskela, Minja (2022) Democracy through pop? Thinking with intersectionality in Popular Music Education in Finnish schools. Dissertation. Helsinki: Sibelius Academy of the University of the Arts Helsinki. https://urn.fi/URN:ISBN:978-952-329-266-6 (visited 24 September 2022).
Kruger, Martinette & Saayman, Melville (2015) “Consumer preferences of Generation Y: Evidence from live music tourism event performances in South Africa”. Journal of Vacation Marketing 21:4, 366–382. https://doi.org/10.1177%2F1356766715585903
Li, Xiang & Petrick, James F. (2005) “A review of festival and event motivation studies”. Event Management 9:4, 239–245. https://doi.org/10.3727/152599506776771526
LiveFIN (2020a) Elävän musiikin yksityissektorin tunnuslukuja 2019 [Key figures of the private live music sector in 2019]. Helsinki: LiveFIN. https://www.livefin.fi/wp-content/uploads/2020/12/Elavan-musiikinyksityissektorin-tunnuslukuja-2019-LiveFIN-ry.pdf (visited 28 May 2022).
Loveland, Elaine (2017) “Instant generation”. The Journal of College Admission Winter 2017, 34–38. http://files.eric.ed.gov/fulltext/EJ1142068.pdf (visited 30 May 2022).
Mackellar, Joanne (2009) “Dabblers, fans and fanatics: Exploring behavioural segmentation at a special-interest event”. Journal of Vacation Marketing 15:1, 5–24. https://doi.org/10.1177%2F1356766708098168
McMorland, Leigh-Ann & Mactaggart, Deirdre (2007) “Traditional Scottish music events: Native Scots attendance motivation”. Event Management 11:1–2, 57–69. https://doi.org/10.3727/152599508783943246
Mulder, Juul & ter Bogt, Tom & Raaijmakers, Quinten & Vollebergh, Wilma (2007) “Music taste groups and problem behavior”. Journal of Youth and Adolescence 36:3, 313–324. https://doi.org/10.1007/s10964-006-9090-1
Mulder, Martijn & Hitters, Erik (2021) “Visiting pop concerts and festivals: Measuring the value of an integrated live music motivation scale”. Cultural Trends 30:4, 355–375. https://doi.org/10.1080/09548963.2021.1916738
North, Adrian C. & Hargreaves, David J. (1999) “Music and adolescent identity”. Music Education Research 1:1, 75–92. https://doi.org/10.1080/1461380990010107
North, Adrian C. & Hargreaves, David J. & O’Neill, Susan A. (2000) “The importance of music to adolescents”. British Journal of Educational Psychology 70:2, 255–272. https://doi.org/10.1348/000709900158083
Nuttall, Peter (2008a) “For those about to rock: A new understanding of adolescent music consumption”. Advances in Consumer Research 35, 624–629. https://www.acrwebsite.org/volumes/13137/volumes/v35/NA-35 (visited 30 May 2022).
Nuttall, Pete (2008b) “Thank you for the music? The role and significance of music for adolescents”. Young Consumers 9:2, 104–111. https://doi.org/10.1108/17473610810879675
Nuttall, Pete (2009) “Insiders, regulars and tourists: Exploring selves and music consumption in adolescence”. Journal of Consumer Behaviour 8:4, 211–224. https://doi.org/10.1002/cb.286
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 18:2, 152–159. https://doi.org/10.1016/j.jretconser.2010.12.007
Packer, Jan & Ballantyne, Julie (2011) “The impact of music festival attendance on young people’s psychological and social well-being”. Psychology of Music 39:2, 164–181. https://doi.org/10.1177%2F0305735610372611
Papinczak, Zoe E. & Dingle, Genevieve A. & Stoyanov, Stoyan R. & Hides, Leanne & Zelenko, Oksana (2015) “Young people’s uses of music for well-being”. Journal of Youth Studies 18:9, 1119–1134. https://doi.org/10.1080/13676261.2015.1020935
Pesonen, Juho & Honkanen, Antti (2014) “Using cluster analysis to segment tourists: Response-style effects”. Matkailututkimus 10:2, 7–22. https://journal.fi/matkailututkimus/article/view/90904/50017 (visited 30 August 2022).
Poikolainen, Janne (2015) Musiikkifanius ja modernisoituva nuoruus: Populaarimusiikin ihailijakulttuurin rakentuminen Suomessa 1950-luvulta 1970-luvun alkuun [Music fandom and modernizing youth: Emergence of popular music fan culture in Finland from the 1950s to early 1970s]. Dissertation. Helsinki: Nuorisotutkimusseura.
Rideout, Victoria & Robb, Michael B. (2019) The Common Sense Census: Media Useby Tweens and Teens, 2019. San Francisco, CA: Common Sense Media.
Rihova, Ivana & Buhalis, Dimitrios & Moital, Miguel & Gouthro, Mary-Beth (2015) “Social constructions of value: Marketing considerations for the context of event and festival visitation”. Ideological, Social and Cultural Aspects of Events. Eds. Omar Moufakkir & Tomas Pernecky. Wallingford, UK: CABI International, 74–85.
Ripatti, Tapani (2014) “Elävän musiikin perinne näivettyy: ‘Nuoret eivät osaa käydä keikoilla’ [The tradition of live music is withering: ‘Youth does not know how to go to gigs’]”. Yle 17 January 2014. https://yle.fi/uutiset/3-7035646 (visited 30 May 2022).
Riske, Nils (2022) Polaris Nordic: Digital Music in the Nordics. Stockholm: Polaris HUB. https://www.teosto.fi/app/uploads/2022/06/01150800/digital-music-inthe-nordics-2022_report.pdf (visited 14 July 2022).
Saarikallio, Suvi (2011) “Musiikki ja nuoren psykososiaalinen kehitys [Music and the psychosocial development of young people]”. Musiikkikasvatus: Näkökulmia kasvatukseen, opetukseen ja tutkimukseen [Music education: Views on education, teaching, and research]. Eds. Jukka Louhivuori, Pirkko Paananen & Lauri Väkevä. Vaasa: Suomen Musiikkikasvatusseura - FiSME ry, 221–231.
Saarikallio, Suvi & Erkkilä, Jaakko (2007) ”The role of music in adolescents’ mood regulation”. Psychology of Music 35:1, 88–109. https://doi.org/10.1177%2F0305735607068889
Salasuo, Mikko & Tarvainen, Kai & Myllyniemi, Sami (2021) “Nuorten ruutuaika ja musiikin kuuntelu [Young people’s ‘screen time’ and listening to music]”. Harrastamisen äärellä. Lasten ja nuorten vapaa-aikatutkimus 2020 [A Close Look at Participation in Hobby Activities. A Study of Children’s and Young People’s Leisure Activities in 2020]. Ed. Mikko Salasuo. Helsinki: Ministry of Education and Culture, State Youth Council, Finnish Youth Research Network, 91–96. https://tietoanuorista.fi/wp-content/uploads/2021/05/lasten-ja-nuorten-vapaaaikatutkimus-2020-web.pdf (visited 1 June 2022).
Salminen, Juhavaltteri (2009) “Keikkoja kysytään, tarjonta puuttuu [There’s a demand for gigs, but no supply]”. Turun Sanomat 21 February 2009. https://www.ts.fi/teemat/1074336669 (visited 30 May 2022).
Salminen, Kimmo (1990) Nuorten ja varhaisnuorten musiikkimaku keväällä 1990 [The musical tastes of young people in spring 1990]. Sarja B 6/1990. Helsinki: Yleisradio.
Schwartz, Kelly D. & Fouts, Gregory T. (2003) “Music preferences, personality style, and developmental issues of adolescents”. Journal of Youth and Adolescence 32:3, 205–213. https://doi.org/10.1023/A:1022547520656
Smith, William G. (2008) Does Gender Influence Online Survey Participation?: A Record-Linkage Analysis of University Faculty Online Survey Response Behavior. Research Report. San José, CA: San José State University. http://files.eric.ed.gov/fulltext/ED501717.pdf (visited 30 May 2022).
Tarrant, Mark & MacKenzie, Liam & Hewitt, Lisa A. (2006) “Friendship group identification, multidimensional self-concept, and experience of developmental tasks in adolescence”. Journal of Adolescence 29:4, 627–640. https://doi.org/10.1016/j.adolescence.2005.08.012
Tarrant, Mark & North, Adrian C. & Hargreaves, David J. (2001) “Social categorization, self-esteem, and the estimated musical preferences of male adolescents”. The Journal of Social Psychology 141:5, 565–581. https://doi.org/10.1080/00224540109600572
van der Hoeven, Arne & Hitters, Erik (2020) “Challenges for the future of live music: A review of contemporary developments in the live music sector”. The Future of Live Music. Eds. Ewa Mazierska, Les Gillon & Tony Rigg. London: Bloomsbury Academic, 34–50.
Vinnicombe, Thea & Sou, Pek U. Joey (2017) “Socialization or genre appreciation: The motives of music festival participants”. International Journal of Event and Festival Management 8:3, 274–291. https://doi.org/10.1108/IJEFM-05-2016-0034
Wilks, Linda (2011) “Bridging and bonding: Social capital at music festivals”. Journal of Policy Research in Tourism, Leisure and Events 3:3, 281–297. https://doi.org/10.1080/19407963.2011.576870
Wood, Stacy (2013) Generation Z as Consumers: Trends and Innovation. Raleigh, NC: Institute for Emerging Issues, NC State University.
