What do Justin Bieber, Ed Sheeran, Taylor Swift, and Adele have in common? The majority of their fans and buyers are female. While we already knew this, Nielson music has just collected data from the market that has proven the theory correct. Female buyers are indeed responsible for fuelling pop music sales.
There is no denying that teenage girls are an important demographic when it comes to the music industry. Girls between the age of 13 and 18 are the reason pop stars are born and boy bands are created. Music executives in the business have known this for decades. In fact, female buyers were the reason Britney Spears and Justin Bieber got so big so quickly and bands like Backstreet Boys and One Direction came into existence.
Female buyers need to connect with the artists
Now, take Adele, for instance; she is not exactly a pop star. She doesn’t have the perfect body, she has zero to little social media presence, and her music videos have no dancers popping and locking, yet she managed to make an album which is the biggest successful album of 2015.
Adele has been crushing all the sales records by doing things the good old way — creating mesmerizing songs and doing amazing live performances. Her songs are about emotions, love, and heartbreak, something which everyone experiences at least once in their life.
According to a Nielson Study which was funded by Sony Music, 69 percent of Adele fans are females between the age of 25 and 44, and they have children, too. These female fans prefer Aquafina water bottles and a light beer. The report also found out that more than 60 percent of them work in the healthcare industry and 81 percent of them read Parents magazine.
The report reveals that women connect with Adele in the same way teenage girls connect with Ariana Grande and Taylor Swift. But the big difference here is that since Adele fans are adults, which means they have both the desire and the means to buy an album they want.
Adele’s new album “21” hit the market on November 22, 2015, and within a week, it had sold 3.3 million copies worldwide, breaking NSYNC’s world record.
Nothing sells like pop music
The Nielson study also reported buyer patterns about other music artists as well. Taylor Swift lies in the same category as Adele. About 59 percent of her fan base is female, and over one third of them are over 50 years old. As she made the transition from a country singer to a global pop music artist, she was embraced with a wider age group.
Also, both Ed Sheeran and Sam Smith have fan bases consisting of two-thirds female. Last week, when One Direction held a free concert at Hollywood Boulevard in Los Angeles, the entire road was blocked by teenage girls who had started flocking the area a night before. Many girls were accompanied by their dads, who obviously looked like they had been forced into coming to the concert.
Most of the pop music in the market today is strongly focused on teenage girls. Whether it be boy bands like One Direction and 5 Seconds of Summer or girls bands like Fifth Harmony and Little Mix, their main focus is on their female fan base.
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