Sony Music India broadens segmentation study; ITC, Nykaa among others on board

20 brands are utilising Sony Music India's new segmentation study, which now uncovers 31 unique segments of music consumers

e4m by exchange4media Staff
Updated: Dec 10, 2018 8:15 AM
sony music

Every brand, irrespective of its category, understands the important recall factor that music brings in. This is evident from well-established instances such as MTV Coke Studio and Mahindra Blues Festival among others. In keeping with the changing music consumption pattern, Sony Music updated its Sony Music India Segmentation Study, which now covers 31 unique segments. This is one of India’s first and largest research undertaken to analyze psychographic and demographic profiling of Indian audience based on their music consumption patterns. It offers an interesting insight into the life of a consumer over-laid with their music preferences. Over the last three years the study has helped around 80 brands leverage its power by tying up with the right music artistes.

The updated study now uncovers 31 unique segments of music consumers classified under a model called as FECI - Fanatic, Enthusiast, Casual and Indifferent, based on how central music is to their lives. The trend study also researched the usage and consumption habits, spends by teenagers in urban cities, music discovery patterns across age groups, music consumed on daily basis, brands consumers admire and spend on with respect to music and the role it plays in marketing and advertising.

Kiran Dcruz, Director, Brand Partnerships, Sony Music, says, “It helps you plan a strategy to use music effectively to a larger subset."

Around 20 brands across categories including Yamaha, Nexa, Hitachi , Amazon and Nykaa have leveraged the updated segmentation study to bring out campaigns that marry the DNA of brands and music artistes. These include Nexa Music Lounge 2018 and 7UP Madras Gig.

Dcruz is also working with FMCG brand ITC that has still not ventured into the content space. Without divulging much, he says, “Through Segmentation Study we have been able to give them insights on how to effectively use music and also helped them choose an artiste.”

Mahesh Kanchan, Marketing Director, Carlsberg India, says, “We have had a four-year relationship with Sony Music and through these years they have successfully been able to use their understanding of the segmentation study to help achieve our marketing objectives. We are working on something exciting next year too, and will soon share information on the same.”

Online beauty retailer Nykaa has also lined up a project which is scheduled to be out soon. Hitesh Malhotra, Chief Marketing Officer,, says, “We have been working with Sony Music over the last few months and they have been most clear in understanding our marketing and brand objectives.  This year we are planning something new and innovative with them through their segmentation study and we are confident that it will be a massive success.”

The proprietary Sony Music Segmentation Study is conceptualised and managed by the International Insight Team at Sony Music UK and India along with market research giant GMI (Global Market Insite) with the objective of providing audience insight and music trends across different consumer segments in key markets.

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