Music Of The Heart

Brandweek, Sept 18, 2000 by Becky Ebenkamp

When it comes to targeting Euroteens, music may be the best way to touch the hearts, minds and wallets of this lucrative online audience, say Intelligence Factory analysts. Music is an integral part of the lives of young Europeans. In the words of one U.K. youth," Music is a vital part of our spirit, soul, culture and everyday life."

Like American kids, Euroteens are taking their passion for music online, downloading MP3s and regularly accessing fan sites. Some are even finding virtual rock stars E-Cyas and T-Babe every bit as compelling as flesh-and-blood music icons. In general, however, Euroteens prefer a direct engagement with music to mere appreciation of it, and have created many of the sites that pay homage to their idols.

Music--and the sense of community it creates--is bringing European teens online in shorter but more frequent spurts, said IF's Marian Salzman. Listening to and talking about the music they love, and using it as an avenue to connect with others, is what keeps them coming back for more. As in the U.S., music identification influences just about every aspect of kids' lives, including fashion, social behavior, brand loyalty and even buying decisions about consumer electronics.