Are You a Talent Scout or a Soloist?

Everything is analytics these days, isn’t it?

In its recently released 2015 Music Fan Report based on the viewing practices of its US audience, Vevo has created a series of categories it believes represents various types of music consumers based on the 10 billion views it tracks monthly. Most of these viewers are believed to be between 18 and 34 years of age, “a generation of economic and taste influencers so powerful that few digital brands and media buyers the world over would ever dare ignore them,” explains Darah Hansen at StreamDaily.TV.

“Different fans express their passion for music in vastly different ways,” Erik Huggers, Vevo’s CEO, says in the report. “Different fans express their passion for music in vastly different ways. For this reason, we need to understand the unique personalities and behaviours that define the latest generation of music fans, both in the direct and indirect ways they interact, consume, love and share these experiences.

Apparently there are four different “tribes” among Vevo users: Talent Scouts, who tend to be men between the age of 25 and 34 and seem music as “social currency”; Front Row Fans, determined to be suburban female students from 18-24 years old who listen to rock, pop and country; Crowdsurfers, listeners between 25 and 34 that tend to listen to Latin, hip-hop, dance and indie pop; and Soloists, described as “single, independent 18 to 24 year olds who make a deep and personal connection to the music they love.”

Perhaps unsurprisingly, no one single genre or band stood out as a generational favorite.

For a more in-depth look at the study, go here.

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