Coolhunting Project: House Concerts

Hunting ︎

Sadie Burchett, Sam Torgerson, Jessica Philippi, David Lambert︎

Concerts︎

A house concert is a chance to experience music in a warm and intimate environment. It's when someone opens up their home and invites you into their living room to share in a performance by one of their favorite musicians. ︎

Concerts︎

Why is this a cool trend? ︎

Creativity︎Community︎Experience︎︎

Typical Member ︎

Social︎Young ︎Well-Educated ︎“Hipsters”︎Amateur musicians︎Self Expression ︎DIY ︎Rent Homes︎

Key Values︎

Creative Expression ︎

Art & Performance︎

Community Outreach & Sensitivity︎

Socialization ︎

Unique & Different Aesthetic ︎

Courteous & Compassionate︎

Care about environmental and social issues︎

Demographics︎45-64 year ︎

No kids/Empty Nest ︎Large Discretionary Income︎19,536,809 U.S population ︎

Psychographics︎Excess Free Time︎

Social︎Creative︎

Experiencers (12%) VALS ︎2,344,417 U.S population ︎

Target Market Profile︎

Target Market Profile︎

Prizm Psychographics︎Movers & Shakers ︎Pools & Patios ︎Country Casuals ︎Suburban Sprawl︎Traditional Times︎

Why Would the Target Market Adopt It? ︎

Need creative outlet︎Desire to reclaim youth ︎Foster social connections︎Develop community ties︎Committed to encouraging musicians︎Use discretionary income for experience︎

Consumer Production Process︎

︎

Creative subsystem︎

Audience︎

Performers ︎︎

Managerial subsystem ︎

Hosts︎︎

Communication Method Delivery Vehicles︎

Neighbors ︎Colleagues︎Family members(child/grandchild is a host) ︎Social Media (Facebook, Twitter, blogs) ︎TV shows (reality show) ︎News or Newspaper Segment ︎Magazine ads︎

Consumer Production Process︎

Marketing channels︎Word of Mouth ︎TV ︎Magazines︎

Informal Gatekeepers Spouse Family Neighbors

Formal Gatekeepers Magazine Editors Journalists Social Media Directors TV Producers

Consumer Production Process︎

Target Market Adoption ︎

The target market would adopt the tradition of DIY music venues and add elements to make it their own ︎︎︎

Music Genre︎Smaller Scale︎Suburban Neighborhoods︎

Target Market Adoption ︎

Though they would individualize it to suit their needs, they would still value; ︎︎︎Creative Expression ︎Community︎Art & Performance︎Socialization ︎