Musicians and music consumption – How the musician can attract new listeners
Music as phenomenon linked to mental process, emotions and physiological arousal
The reason why most people take part in musical activity, be it composing, performing or listening is that music is capable of arousing in them deep and significant emotions (research made by Sloboda).
Also musical thinking offers a more direct access to mental process than speech because the manipulation of perception and recall is more central to music than it is to speech. Listening to music requires discrimination and assimilation of melody, harmony, rhythm, tempo, instrumentation, etc. via a series of complex processes (study made by Hantz).
Music as a product – the purchase behaviour
Yet a few analysis has been done in matter of consumer research to explore how and why people consume music. At a scientific level, the treatment of music as a product has been relatively ignored.
Nevertheless everyone knows that music is frequently discovered through internet, radio and television before it is purchased.
Consumers may buy the latest release of a specific artist or ensemble without previous exposure in the strength of their knowledge of that artist or ensemble, even in classical music.
However, in that case, the consumer has expectations based on previous experience and recommendations given by other listeners, by music search engines or by platforms.
What characteristics of consumers and what characteristics of music may interact to produce consumption and purchase? What can explain music preference and purchase behavior? Researchers (as Hirschman) say that music, as entertainment, lets to better cope with unpleasant situations of everyday life. A second factor, called role projection, is maybe associated to music videos and permits individuals to self-project into a particular role or character. In the third place, purchasing products helps to construct fantasies and augment reality.
How the musician can attract new listeners
If the musician, be it a composer or a performer, is conscient that all listeners desire novelty and search for it, he/she can become more confident in his/her personal abilities to reach new listeners who can become new customers. The ways to promote music are numerous today, from video, audio and sheet music sharing tools to platforms which sell music, no one can pretend that it is impossible for him/her to get some audience and revenue.
And for self publishing in matter of sheet music, a software like ‘Pizzicato Professional’ can help you. It already deserved the goals of professional musicians who wrote music pieces for national radios and orchestra or were published by some great traditional sheet music publishers.
You can discover Pizzicato at http://www.arpegemusic.com.