Assignment 12A - Figuring Out Buyer Behavior 1

Assignment 12A - Figuring Out Buyer Behavior 1

Targeted segment: 

I chose to interview a segment of young college music creators in the DAC (Digital Audio Collective – a UF music club).  All 3 interviewees were members.

One (Chris), is an EDM music producer and DJ.  (His artist name is allwack). Another is a hip hop/trap producer and rapper. The third is an EDM creator who headlined a few local festivals.  All of them expressed interest in the collaborative end of the business, since they already have good studio setups and speakers.

Interviews:

I interviewed all 3 at the same time after a DAC club meeting. 

They Google things like ‘local Gainesville local music festivals’ to go to, but mostly find connections from the people they know

Two members find collaborators through club activities, like recruiting or beat competitions.  One member likes to go to local music festivals, and has sometimes met future collaborators from there.  Music hobbyists at festivals often play music of their own, and the background can help people meet each other.

Friends and family are the most common sources of collaborators for these guys, usually a friend from the club. 

Essentially, their need/desire to collaborate with other artists happens when they’re planning out a music project or trying to release one of their songs. 

How this need occurs is because collaborations are an essential part of music and the arts, and it is fun to link up with other creators and use different ideas to create a great distinct track.

The need can happen in any location, it is just dependent on time.  It is usually experienced when recording or preparing to release a project.

When the need happens, the first thing to address it was just asking another one of the club members if they would be interested or just doing a solo track.

What I learned: 

I learned the demand for collaboration is larger than the one for the studio equipment.  A lot of people in my targeted demographics and markets already have the equipment and some music experience.  They are now looking for others in the local area to work with and learn from.  All of the interviewees liked the idea and would get involved with collaboration, either buying it themselves or joining our team.

No one had heard of any services offering anything close to Hyperspeed HomeStudio.  All three liked the service and thought there was a market for it.  They all bought their own equipment when they started getting serious.  Now that they are further along in experience and knowledge, they’re looking for others to collaborate with on various songs and projects.

Since they look toward music festivals and club recruiting for potential sources of collaborators, choosing to already Google things like ‘local Gainesville local music festivals’ to go to, Hyperspeed HomeStudio could help expand this.  Maybe some of the people at the festivals would already be interested in being creators for the platform. 

How I would describe this segment: 

There are a lot of young college students that have thought of picking up or expanding on their music pursuits. This segment would not buy the service’s equipment side, but would buy into or become a part of our collaborative aspect.  This would help these local artists get more experience in the craft as well as exposure.