Positioning – Your listeners

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Rather than just writing down words and numbers, marketing people like to try to capture concepts about their audiences visually, to bring them more dimension. One of the ways they do it is with a thing called a matrix. If you have two matrixes they are matrices.

This is how they work. Take two aspects of the audience – in the example above I’ve used age and sex – and make a cross so you have two lines: one East-West and one North-South, and you will then also have created  have four areas: NW, NE, SW, SE , called quadrants.

Then you take the thing you want these people to be attracted to – in this case it is different music acts – and place them where you think their audience is.

It’s not absolutely perfect science and you may not agree with the placements I have made here, but generally it says that the main audience for Rod Stewart (or Barry Manilow or Tom Jones) is in the NE part – the female grandparents.  The deathmetal skull appeals to males, and as for age, probably in their early 20s, which is somewhere about halfway up the chart because I’ve started the age with ‘child’.

If you go back to the top of the page, you can put your cursor over the blue Your Audience image and drag it to where you think your music fits.

Who is most likely to be attracted to your kind of music?

Once you get the hang of how the matrix works, we’re going to take a look at a couple of other ways to make a matrix (or matrices) that will help you start to get a really good feel for who might want to spend their time and money on your music.

»» NEXT: Some more matrices
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