Longing for the day ...

Meeting the millenials

Interesting report released by Music Tank last week called "Meet the Millennials". It's written, at least in part, by Nettwerk's Terry McBride, so it's certainly worth reading.

Now, I'm always highly skeptical of anything that makes broad claims about the behaviours of generations, so this report needs to be taken with a grain of salt. That said, it's a useful way to think about the behaviour of a key demographic in the modern music market. The report acknowledges this when it says:

Terry acknowledges at the outset that there is no ‘silver bullet’ solution to the problems challenging the business, and there is plenty of scope for further discussion of the many ideas puts forward.

For instance, the report defines Millennials as "Born ‘81/’82 to present day", which on its own constitutes a vast range of ages, experience and behaviour. The youngest of these will be in nappies while the oldest will have jobs, children and mortgages. The variations within the Millennials alone would have to cast doubt on the validity of their categorisation ...

But, baby steps forward ...