Why Musicians Are Targeting LGBT Consumers


It is a known fact that people who identify as lesbian, gay, bisexual or transgender (LGBT) love music and consume more music on a regular basis than almost any other group. And it’s not only LGBT icons like Cher, Cyndi Lauper and Madonna. LGBT people are listening to and attending concerts and festivals across multiple genres. As a result, more artists are trying to target this market than ever before.

Recently, over 41,000 respondents participated in CMI’s 11th Annual LGBT Community Survey. Here are some key findings related to the music industry that I would like to share:

Entertainment

Nearly 40% of LGBT Americans said they purchased a ticket to a concert or music festival.

47% said they attended a gay pride event in 2016 and 63% said they have attended or will attend an LGBT pride event in 2017.

Media Consumption

49% of LGBT Millennials said they have visited LGBT specific websites / blogs

64% have read LGBT email newsletters

69% of Millennials and 70% of Baby Boomers have read local LGBT newspapers and magazines

72% of Millennials and Baby Boomers have read national LGBT magazines

While every artist doesn’t have to be as vocally supportive as Lady Gaga, Kacey Musgraves or Kesha, there are some things artists can do to raise their brand awareness within the LGBT community. Something as small as declaring support for same-sex marriage can go a long way (think Carrie Underwood and Toby Keith). According to AdWeek, 78% of LGBT consumers are more likely to support brands (artists) that support them, or make an effort to show their support.

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