Hunti

ng

Sadie Burchett, Sam Torgerson, Jessica Philippi,

David Lambert

Conc

erts

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.

Con

certs

Why is this a cool

trend?

Creativity

Communi

ty

Experienc

e

Typical

Member

Social

Young

Well-Educated

“Hipsters”

Amateur

musicians

Self Expression

DIY

Rent Homes

Demographics• 45-64 year

• No kids/Empty Nest

• Large Discretionary Income

• 19,536,809 U.S population

PsychographicsExcess Free Time

Social

Creative

Experiencers (12%) VALS

2,344,417 Target Demographic U.S population

Target Market Profile

Target Market

Profile

• Prizm

Psychographics• Movers & Shakers

• Pools & Patios

• Country Casuals

• Suburban Sprawl

• Traditional Times

Why Would the Target Market

Adopt It?

Need creative outlet

Desire to reclaim youth

Foster social connections

Develop community ties

Committed to encouraging musicians

Use discretionary income for experience

Consumer Production

Process

Creative

subsystemAudience

Performers

Managerial

subsystem

Communication Method/ Delivery Vehicles

Neighbors

Colleagues

Family members(child/grandchild is

a host)

Social Media (Facebook, Twitter, blogs)

TV shows (reality show)

News or Newspaper Segment

Consumer Production Process

Marketing channelsWord of Mouth

TV

Magazines

Informal

GatekeepersSpouse

Family

Neighbors

Formal

Gatekeepers Magazine Editors

Journalists

Social Media Directors

Consumer Production

Process

Target Market

Adoption

The target market would adopt the tradition

of DIY music venues and add elements to

make it their own

Music Genre

Smaller Scale

Suburban Neighborhoods

Target Market

Adoption

Though they would individualize it to suit

their needs, they would still value;

Creative

Expression

Community

Art &

Performance

Socialization