Fans of Steven Tyler - Psychographics

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Fans of Steven Tyler - Psychographics

KEY TAKEAWAYS

  • 35.42% of Aerosmith fans indicate they are interested in travel and tourism.
  • IGT formed a multi-year partnership with the band to develop innovative and fun lottery games.
  • Approximately 60% of Millennials, 75% of GenX, and 73% of Boomers indicate that they are fans Aerosmith.
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INTRODUCTION

While there is little located within the public domain regarding the likes and dislikes of fans of Stephen Tyler, there are statistics which help to illuminate the habits and desires of fans of the band Aerosmith. According to YouGov statistics, approximately 60% of Millennials, 75% of GenX, and 73% of Boomers indicate that they are fans Aerosmith. Given the widespread popularity across generations, it is logical to assume that psychographic insights for each generation, especially with regard to their attitudes on charity would be especially helpful to the overall project goal. Further, though the band's popularity originated in the 1970s, they experienced a resurgence "with a vengeance in 1987 and reclaimed their rock and roll throne with some of the most passionate and hard-hitting music of their career." Combined with the fact that they have released some of the most iconic songs in history, and the result is their music cannot be classified into one single rock or pop genre. As a result, the band falls into categories like 'classic rock', '70s classic rock', 80s rock', or even what could be called 'oldies/greatest hits' — all of which still hold appeal to fans across generations. As such, psychographic insights specific to the band, as well as those highlighted above are presented within this research brief.

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Aerosmith Fan Insights

  • According to StarNgage, an influencer marketing platform designed to assist brands to analyze, customize, manage, and measure word of mouth marketing campaigns on Instagram, interests, apart from music, of the band Aerosmith include the following. Of note, the percentages represent the ratio of the band's Instagram followers who state interest in these areas.
    • Beauty & Fashion — 38.86%
    • Business & Careers — 35.45%
    • Travel & Tourism — 35.42%
    • Movies and TV — 35.20%
    • Photography — 35.06%
    • Entertainment — 34.77%
    • Art & Design — 34.77%
    • Restaurants, Food & Grocery — 34.47%
    • Books and Literature — 34.26%
    • Fitness & Yoga — 33.68%
  • Visually, the above can be seen the StarNgage produced word cloud shown below:
  • Data from Look to the Stars, a repository of celebrity giving, indicates that the band has previously supported the ten charities and non-profits listed below. A logical assumption can be made that fans of the band would also donate to these causes because of their support, and as such further research into the donor profiles from each of these organizations would be helpful in assessing the giving habits of fans.
  • "Janie’s Fund is a philanthropic initiative created by Steven Tyler in partnership with Youth Villages to bring hope and healing to girls who have suffered the trauma of abuse and neglect. Steven first gave voice to this cause with his hit “Janie’s Got a Gun,” and his establishment of the fund ensures that these vulnerable girls will have an enduring voice for years to come. Janie’s Fund has two important goals: to bring much-needed awareness to the issue of abuse and neglect of children and to generate financial support to ensure that girls receive the most effective services available to help them overcome the trauma and pain of abuse."
  • Given the crossover demographic appeal, in 2009 IGT (formerly GTECH Corporation) "announced that it has signed a multi-year licensing agreement with the rock band Aerosmith." This partnership leads to the logical assumption that Aerosmith fans are likely to be players of the lottery.
    • The agreement was set to "develop innovative lottery games across all channels that will include, in addition to cash prizes, exclusive Aerosmith merchandise, and once-in-a-lifetime experiences including VIP All Access passes to Aerosmith’s upcoming tour. 'Knowing that Aerosmith’s music has a huge multi-generational demographic fan base, we are confident that the brand, the music, and the value-added merchandise, and experiential prizes will provide our customers an opportunity to drive revenue with innovative and fun lottery games. With the band set to release a new album and go back on tour, this year represents a unique opportunity for our lottery customers worldwide to take advantage of this mega brand,' said Ross Dalton, GTECH’s Senior Vice President, Printed Products and Licensed Content."

Broader Target Market Insights

  • When discussing the classic rock genre, Psychology Today notes the "era has now become one of those 'enshrined generations' of music. Just like Frank Sinatra immortalized the 50s, the Beatles, Grateful Dead and Rolling Stones have done the same for the classic rock era. Even younger parents perceive that classic rock artists had more talent than artists in today’s music. They’re happy to share classic rock with their kids, and teach them about music." This supports the supposition that Aerosmith fans lie across multi-generations.
  • When considering music fans (in general), "71% of Generations X, Y & Z agree globally: The moments that give me the most life are live experiences" and "79% of global live-music-goers agree that the experience extends well beyond the actual event. Leading up to the event, fans spend time discovering and socializing about upcoming shows and preparing and pre-gaming with their social circles. Memory making doesn’t stop at the experience; fans capture, share and relive live music memories with their social network."
  • Data from Live Nation indicates that among music and rock fans, people are more likely to value live music over sex.
  • Given that Aerosmith's fan base is multi-generational, the following infographics from Kasasa provide further insights into the desires and consumption habits for each of the generations.

Giving Insights

According to Classy, a giving experience platform which enables nonprofits to connect supporters with the causes they care about, below are some of their insights on how to appeal to donors based on generations in infographic form.
  • Additionally, Classy determined the following through donor surveys:
    • Millennials
      • "40% of Millennial donors are enrolled in a monthly giving program"
      • "46% donate to crowdfunding campaigns"
      • "11% of total US giving comes from Millennials"
      • "84% of Millennials give to charity, donating an annual average of $481 across 3.3 organizations"
      • "25% of millennial donors use their phones to find nonprofits they were previously unaware of, and 25% also use their phones to complete donations."
      • "The best way to keep Millennials engaged is to use responsive design. This allows emails, websites, and donation pages to format properly across mobile devices."
      • "Millennials stay ultra connected to their peers, which is why peer-to-peer fundraising is highly popular with this generation of donors. Your peer-to-peer campaign has the potential to activate a vast majority of young fundraisers, who can then tap their own networks for support. In fact, 64% of respondents raise money for walk/run/cycling events, and 46% prefer asking people to replace physical birthday gifts with a donation to a specific nonprofit."
      • "This last statistic underscores the personalization options Millennials want from their fundraising and giving experience—options that are made possible through a year-round peer-to-peer fundraising program. By adding this permanent fundraising option to your website, you allow supporters to use their birthdays, anniversaries, athletic milestones, or other life events to fundraise for your cause."
    • GenX
      • "Gen X donors are likelier to make a monetary gift to support a cause. They also give more frequently than other age groups."
      • "59% of Generation X is inspired to donate to charity by a message or image they saw on social media."
      • GenX donors tend to give "more frequently than other age groups."
      • They are "four to five times more likely to participate in corporately sponsored fundraisers like walks, runs, or cycling events."
    • Boomers
      • "Where Boomers used to give primarily through direct mail appeals, they tend to donate online more now: 49% are enrolled in monthly giving campaigns and 35% donate to crowdfunding campaigns, but only 24% gave in response to direct mail."
      • "49% of Boomers are currently enrolled in monthly giving programs."
      • "There’s a good chance your Boomer donors forged a connection with your nonprofit in earlier years, and they’ve been loyal supporters since. Reach out to the donors who’ve regularly supported you, and ask them to join your special group of monthly donors. Emphasize that automated monthly giving is an easy way to support the programs they care about."
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RESEARCH STRATEGY

For this project providing a psychographic profile to illustrate data surrounding the typical Steven Tyler, Aerosmith and/or 80s-era rock band fan, the most reputable sources of information available in the public domain were leveraged including data from sources like StarNgage, YouGov, Statista, and Psychology Today.

Please note that some data has been provided verbatim from original sources due to the proprietary nature of said information and efforts to avoid any misinterpretation of the analysis presented.
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