UNDERSTANDING METALHEADS AS NICHE CONSUMERS TO ADVANCE THE MUSIC ECOSYSTEM
This paper explores metal music and related subgenres as niche markets and studies the behaviors and personality traits of metalheads in terms of consumptions and beliefs. The paper uses metalheads as a representation of niche genres of music due to their high fidelity and passion for the specified music. In the course of the paper we highlight different personality traits of metalheads and draw comparisons in the behaviors with that of other niche genres. The paper talks about the importance of niche genres like Metal to stay authentic to itself while also talks about the difference between niche and underground. The methodology used in this paper included first hand data collection to analyse data in the form of: surveys, literature review, focus groups and interviews with record label professionals. Business models and practices of the metal music ecosystem are still largely traditional and needing to adapt to a more versatile means of conducting business. The music industry has revolutionised since the beginning of digitalisation. The introduction of peer to peer applications and streaming has changed the music business. The introduction of technology has shifted the paradigm of businesses, where the incorporation, influence and induction is a necessity in order to be ‘successful’. The need for new, inventive and creative business strategies is at its utmost importance at this moment.
Valencia (Spain) Campus
metal music; metalheads; niche genres; music consumption; big data; marketing; music business; ecosystem; neotribes; consumer
Ogg, Jeremy. “UNDERSTANDING METALHEADS AS NICHE CONSUMERS TO ADVANCE THE MUSIC ECOSYSTEM.” Master's Project, Berklee College of Music, 2016. https://remix.berklee.edu/graduate-studies-global-entertainment-business/299