Music and Youth
‘Sony music segmentation study’ a Feci report
Sony Music India Segmentation Study is India’s first and largest research undertaken to analyze psychographic and demographic profiling of Indian audiences based on their music consumption patterns. It offers a never seen before insight into the life of a consumer over-layed with their music preferences.
The proprietary Sony Music Segmentation Study is conceptualised and managed by the International Insight Team –at Sony Music UK and India along with market research giant GMI (Global Market Insite) with the objective of providing audience insight and music trends across different consumer segments in key markets. For India, a nationally representative sample size of 7500 + consumers aged 13 + across 23 cities, were asked a series of question statements and choices; including their hobbies interests and preferences from hundreds of artist, brands, retailer and media outlets they regularly interact with.
The study uncovers 28 unique segments of music consumers classified under a model called as FECI – Fanatic, Enthusiast, Casual and Indifferent, based on how central music is to their lives. The trend study also researched the usage and consumption habits, music spends by teenagers in urban cities, music discovery patterns across age groups, music consumed on a daily basis, brands consumers admire and spend on with respect to music & the role it plays in marketing and advertising.
Commenting on the study, Mr. Shridhar Subramaniam, President, India & Middle East – Sony Music said, “The consumers of music are a poorly researched and understood segment. Though music is central to most Indians and the music industry in India has grown exponentially very little has been invested into understanding how they discover, behave and interact with music and artitsts. Sony Music India Segmentation Study is the first in-depth and extensive research that digs deep into the music consumption habits of consumers to understand trends, preferences and lifestyle choices. These insights can be leveraged by artists, marketeers and brands to talk to consumers more effectively.
Key findings of the Sony Music Segmentation Study:
- 70% of those surveyed admitted to attending a music festival or concert for the ‘experience’ and not so much the ‘music’ on offer
- CRBT witnesses a comeback with urban audiences spending almost upto 8-10% of their income on it Males spend maximum on CRBT over females
- 40% of people directly follow artists on social media for updates
50% of people access music on their mobile phones of which maximum stream music
MUMBAI: Mumbai is about to witness something it has never seen before. The Global Youth Festival arrives on 6-7 December at Jio World Garden with 15,000 attendees and 60-plus experiences sprawled across six sprawling arenas. On its sixth edition, this is no ordinary jamboree—it is a carefully orchestrated collision of wellness, adventure, arts, music, yoga and social change.
Chief Minister of Maharashtra Devendra Fadnavis will throw open the proceedings with a landmark ceremony, signalling the state’s backing for a movement that has already mobilised youth across 20-plus countries and 170-plus cities. The sheer scale is staggering: 500-plus volunteers powering the machine, 600,000-plus volunteer hours logged across previous editions, and millions of lives touched annually.
The speaker roster is formidable. Diipa Büller-Khosla and Dipali Goenka, chief executive of Welspun India, will share the stage with Malaika Arora in conversations spanning leadership, creativity and culture. Union Minister for Sports and Youth Affairs Mansukhbhai Mandaviya will also attend, reinforcing GYF’s reach into the corridors of power.
But this is not mere talk. The Solaris Mainstage promises concerts from renowned Indian artists. Innerverse delivers a 360-degree LED spectacle of art, technology and sound. The Love and Care Arena houses hands-on projects spanning women’s empowerment, child education, rural upliftment and animal welfare. India’s largest outdoor sound-healing experience awaits. An inflatable obstacle course, neon drifter karts and open-sky bouldering cater to thrill-seekers.
Some have branded GYF the “Coachella of Consciousness.” Others call it “India’s Largest Sober Festival.” Spiritual visionary Pujya Gurudevshri Rakeshji, who inspired the festival, will deliver the Wisdom Masterclass. Every rupee goes to charity.
After Mumbai comes Kolkata on 14 December. New York looms next year. For one weekend in December, Mumbai becomes the epicentre of youth-driven change—and nothing will be quite the same after.
Tickets available on BookMyShow. Visit youthfestival.srmd.org or follow @globalyouthfestival on Instagram.
