Bauer Media has published the results of a five year research project it has undertaken, called Project Pheonix, which looks into the habits of music consumers. According to Music Week, it found that three quarters of consumers considered themselves to be "passionate about music", that music was more popular than any other interests (films, games etc), that 44% reckoned they had consumed more music this year than last year, and that consumers generally responded well to consumer brands that operated in the music space through sponsorship and marketing programmes, with 69% of the "passionate music fans" surveyed saying they recognised brand partnerships provided increasingly important support to the music community.
Stuart Williams, Publishing Director of Bauer Media's music and film portfolio, is quoted thus: "This unique insight into the habits of music consumers is an invaluable resource to our business, influencing the development of our market-leading music brands such as Q, Mojo and Kerrang! and informing our advertisers, who want to use music associations effectively as part of their marketing strategy. Understanding music fans and industry trends allows us to work with our clients to create bespoke campaign solutions that truly reach out and engage the passionate music consumer via our world-famous, cross-platform music brands".