# Audience Strategies > Audience Strategies transforms data into actionable insights, helping growth-driven brands understand their audience and unlock opportunities. ## Homepage ### Your Audience Knows Where Growth Will Come From At Audience Strategies, we believe your audience holds the key to unlocking your brand's future. By deeply understanding their needs, motivations, and behaviours, we transform data into actionable insights, empowering you to tap into the opportunities they reveal. Growth doesn't happen by chance; it comes from aligning your strategies with your audience's needs. ### Five Questions We Love Answering **1. What should my data (research, insight, analytics and CRM) strategy be?** We interview your leadership to understand the most important decisions they need audience insight to support. Combined with perspectives from your data teams and other industries, we develop a tailored data strategy, insight team design and roadmap. Large media and entertainment companies have used this approach to put audiences closer to the heart of their strategy. **2. Who is my audience, and what should my strategy be?** We segment audiences using surveys, transaction data, social signals and AI. We identify priority segments based on fit, existing reach, and growth potential versus competitors, then develop strategies to engage them. Our Now+Next approach has helped artists, media companies, and luxury brands focus on the right segments with products and marketing that meet their needs. **3. How should I develop my brand positioning to engage my audience?** We examine your team's vision, values and audience needs to find positioning that's authentic and resonant. For retailers and consumer goods companies, we've interviewed audiences, staff and industry experts to develop new positioning that aligns with their goals. **4. Which partners should I pick to better engage my audience?** Using billions of signals from social and digital platforms, we produce dashboards exploring demand for thousands of potential partners across dozens of countries. Our Pulse approach helps clients identify which talent, media channels, and brand partners will most effectively engage their audiences, from waxwork subjects to festival lineups to content licensing. **5. How can I tell data-driven stories using audience data?** We gather data and industry perspectives to craft compelling narratives, producing visually stunning reports designed to change hearts and minds. Our Music & Culture work includes industry reports on dance music economics, cultural impact, and annual trend analysis. ### How We Work Every project is led by experienced strategists who have built their careers across consulting, media, entertainment, and data. We take pride in craft — the depth of thinking, the quality of research, and the clarity of the recommendations we deliver. We also use AI. Proudly, openly, and well. Language models are an extraordinary multiplier for research, analysis, and strategy. Any consultancy not using them is either behind the curve or pretending they don't. We'd rather be honest: it would be malpractice not to use the best tools available. All on enterprise platforms where your data is never exposed or used to train models. For you, this means work that's better, quicker, cheaper, easier to manage, and more impactful. Senior judgment, amplified. That's not a compromise on craft — it's an upgrade. --- ## Now+Next: Audience Strategy ### Your Audience. Actionable Now. Now+Next is a dynamic audience strategy built on rigorous primary research. We combine professional survey research with advanced analytics to reveal who your audience is and what they need. Every engagement is custom-designed for your market. We conduct quantitative and qualitative research tailored to your specific business questions, then give you a plan to act on what we find. No syndicated data. No off-the-shelf segments. Just insights built for you. ### What You Get **Primary Research** Custom quantitative and qualitative research designed for your specific market. Professional surveys uncover the needs and motivations that really drive your audience. **Audience Portrait** A clear picture of who your audience is today: demographics, behaviours, needs, and motivations based on what they tell us directly. **Growth Opportunities** Identification of audience segments with the highest growth potential for your brand, validated through research. **Strategic Priorities** Recommendations on where to focus resources for maximum impact, grounded in evidence. **Action Plan** A practical roadmap for reaching and engaging your priority audiences, tailored to your business. ### Frequently Asked Questions **What is an audience strategy and why do I need one?** An audience strategy is a comprehensive plan for understanding, engaging, and growing your customer base. It goes beyond simple demographics to deeply understand the needs, motivations, and behaviours of different groups within your market. In today's competitive landscape, an effective audience strategy is crucial for sustainable growth. It allows you to allocate resources more efficiently, tailor your offerings to specific customer needs, and identify new opportunities for expansion. **What is Now+Next and how does it differ from traditional segmentation?** Now+Next is an advanced audience strategy framework that goes beyond traditional segmentation methods. While traditional approaches often rely on static demographic or behavioural data, Now+Next focuses on understanding the underlying needs and motivations that drive customer behaviour. A key differentiator is its strategic orientation. It not only identifies current audience segments (Now) but also anticipates emerging opportunities (Next). This forward-looking approach, combined with its emphasis on actionable insights, enables businesses to develop strategies that drive both immediate results and long-term growth. **What are the key components of the Now+Next framework?** The Now+Next framework consists of four strategic audience territories: - **Now:** Your current core audience actively engaged with your brand - **Next:** Emerging audience segments with high growth potential - **Not Yet:** Segments that aren't currently engaged but have future potential - **Never:** Segments unlikely to convert, helping prevent wasted resources This is complemented by needs-based clustering and an Opportunity Map that aligns segments with specific business opportunities. **What research methods does Now+Next use?** Now+Next combines multiple research methods to build a complete picture of your audience: - **Primary quantitative research:** Custom surveys designed specifically for your market, using professional panel research to collect statistically robust data on your audience's needs, motivations, and behaviours. - **Qualitative insight:** In-depth interviews and focus groups to understand the "why" behind the numbers. - **AI-powered analysis:** We also analyse online conversations to uncover patterns and generate initial hypotheses, which we then validate through primary research. This combination of rigorous research methodology and advanced technology means you get insights that are both deep and actionable. **Is the research tailored to my business?** Yes. Every Now+Next engagement is designed around your specific business questions and market. We don't use syndicated data or off-the-shelf segments. Our research is designed from scratch for each client: survey questions, sample design, and analysis frameworks are all tailored to your needs. The result is audience insights that directly address your strategic priorities, not generic market reports. **How can Now+Next be applied across different business functions?** Now+Next insights can drive cohesive strategies across your organisation: - **Marketing:** Targeted messaging, channel selection, and campaign design - **Product Development:** Deep understanding of customer needs to guide innovation - **Customer Experience:** Personalised interactions and improved journey mapping - **Sales:** Strategies tailored to specific segment motivations --- ## Pulse: Audience Demand ### Keep Your Finger on the Pulse of Audience Attention Timely insights to know what's hot, where it's happening, and who it's resonating with. Pulse delivers up-to-date, actionable insights into audience demand, empowering you to make data-backed decisions for partnerships, talent, or IP. One clear, robust score reveals what matters across platforms, markets, and demographics, helping you master the attention economy. ### What You Get **Demand Scores** Clear, comparable scores showing relative audience demand across your portfolio or competitive set. **Market Insights** Understanding of where demand is highest geographically and which demographics are driving it. **Trend Analysis** Tracking of demand over time to identify rising stars, steady performers, and declining assets. **Platform Intelligence** Breakdown of demand across social, streaming, and search platforms to inform distribution strategy. ### How Pulse Works Pulse pricing is based on Entity Credits, giving you the flexibility to generate audience demand insights when you need them. **What's an Entity?** An entity refers to an individual, a brand, or a piece of intellectual property. One credit covers one entity in a report. **Flexible Usage** Use credits your way: one large report or many smaller ones, whenever you need insights. The choice is yours. **Volume Pricing** The more credits you buy, the lower your cost per entity. 500 credits can be used for one 500-entity report or split into multiple smaller reports. **Setup Fee** A one-time setup fee depends on the number of entities in each report and your preferred data delivery method. --- ## Music and Culture Strategy ### Data-Driven Research for the Music Industry We research the music industry's most important questions and turn data into stories and actionable insights. Our work combines rigorous analysis with interviews and industry expertise to help you understand what's happening and make better decisions. ### Client Testimonials "Audience Strategies team has done phenomenal work with the Electronic Music Report, setting new standards and delivering invaluable insights. Their dedication, expertise, and willingness to go the extra mile have been instrumental in shaping the industry's understanding." — Michael Kill, CEO, Night-Time Industries Association ### Who We Work With **Curators** Spot tomorrow's cultural wave today. Create experiences that build passionate communities and strengthen your position as a tastemaker. **Record Labels** Transform listening data into fan relationships. Make every marketing decision count in connecting artists with their authentic audience. **Industry Coalitions** Turn "music matters" into "£5.8 billion industry supporting 197,000 jobs." Back your advocacy with numbers that demand attention and drive policy. **Music Platforms** Your data already holds your next breakthrough. Unlock untapped opportunities and turn them into your competitive edge in a crowded marketplace. ### Our Work **The UK Electronic Music Industry Report** Working with the Association for Electronic Music and Night-Time Industries Association, we produce the definitive annual study of the electronic music industry, covering economics, audience trends, and cultural impact. Published annually since 2023. **Sound Investments: The Case for UK Music Tech** Music Technology UK's inaugural report on the UK music tech sector, covering investment opportunities, funding gaps, and regulatory focus areas. Published July 2025. **Fair Play: Electronic Music Royalties Audit** An independent audit of how electronic music royalties are collected, distributed, and paid to creators in the UK. Only 36% of nightclub performances result in correct creator payment. - Read the report: https://www.fairplaygroup.org/report **A Slice of Fairness** Aslice's model for rebalancing DJ/producer income inequality, examining how technology can create fairer compensation for music creators. **Dance Music's Impact on Communities and Culture** Exploring how dance music creates social cohesion, supports local economies, and shapes cultural identity across the UK. **Female Representation in Dance Music** Research with The Jaguar Foundation on gender representation across the electronic music industry. **From Mix to Mainstage** Research with Toolroom Academy on the journey from bedroom producer to professional artist, informing the development of a new online educational programme. **Annual Trapital Culture Report** Contributing research and analysis to Trapital's annual examination of the intersection between music, culture, and business. - Read the report: https://www.trapital.com/reports ### Core Methodologies Music & Culture Strategy draws on our proven research frameworks: **Now+Next: Audience Strategy** Our flagship segmentation methodology, adapted for music audiences. Understand fan motivations and identify growth segments. **Pulse: Audience Demand** Track artist demand, festival buzz, and cultural trends across markets. Data-driven decisions for talent and IP investments. **Industry Data Analytics** We gather and process vast quantities of industry data from official and unofficial sources to identify trends, patterns, and the economic dynamics shaping the market. **Expert Interviews** We interview hundreds of industry experts each year — from DJs and labels to festivals, club promoters, and global rights executives — whose insight, on and off the record, guides the narratives our data reveals. ### Side Quests We're passionate about music and we like to explore it in many ways. These projects are built for the love of it. **Between the Sessions** Mapping Irish traditional music worldwide. Five interactive visualisations exploring thousands of sessions across 50+ countries, built from community data at thesession.org. - Visit: https://betweenthesessions.org/ **Club Lines** The global network of nightclubs. Hundreds of venues across dozens of cities and countries, connected by the DJs they share. Built from 17 years of Resident Advisor data. - Visit: https://clublines.org/ ### Our Secret? We combine industry expertise with advanced research methodologies to bridge music's creative essence with the precision of data. --- ## 2030 Vision ### Building the Future of Audience Intelligence We believe the best brands will be those that truly understand their audiences: not just who they are, but what they need. Our vision for 2030 is a world where every organisation has the capability to listen to their audience and act on what they learn. ### Our Guiding Principles **Data Amplifies Judgment** We believe data should enhance human decision-making, not replace it. The best strategies emerge when insight meets experience. **Audience-First Thinking** Every business question is ultimately an audience question. Understanding your audience is the foundation of sustainable growth. **Actionable Over Academic** Insight without action is just information. We focus on findings that change decisions and drive measurable outcomes. **Capability Building** We don't just deliver reports. We build lasting capabilities that help organisations become more audience-intelligent over time. ### The Opportunity Ahead By 2030, the organisations that thrive will be those that have embedded audience understanding into every decision they make. We're here to help you build that capability. --- ## Meet the Team Experienced strategists, researchers, and analysts who understand audiences. **David Boyle, Founder & Director** Has 20+ years of experience developing audience intelligence and strategy capabilities that changed the culture and economics of the world's most prestigious luxury brands and some of the biggest entertainment brands in the world. David loves the music industry and developing repeatable, scalable insight capabilities. **Louisa Livingston, Consumer Insight** Helps companies and brands grow and has worked across Consumer Insight, Innovation and CRM. She has built insights capabilities that help brands make better decisions. From EMI Music to Hachette and Harrods, she has built transformative teams. Louisa's passion is in the fashion and retail industries. **Richard Bowman, Consumer Insight** Has 20 years of experience covering FMCG, media and entertainment industries. He has designed and delivered consumer segmentation for some of the world's biggest entertainment brands. **Rufy Anam Ghazi, Music Research Lead** A seasoned music business professional with experience in product management, digital operations, and music research. She is a Tech Nation alumna and has held positions at companies like ByteDance (TikTok) and Amra (Kobalt Music Group). Passionate about the intersection of music, technology, and innovation. **Eva Szokol-Humay, Research Operations** Highly skilled at setting up, project managing and building analysis processes for complex, multi-country and multi-wave consumer insight initiatives across different industries ranging from the public sector to international media companies, publishing, technology, education and retail. **Simon Jacobs, Analytics Lead** Has over 15 years of experience delivering insight and analytics solutions to some of the biggest entertainment, technology and luxury goods brands. His expertise is delivering solutions that make insightful findings accessible. **Charlie Palmer, Media & Entertainment** Has 20+ years of experience launching iconic media brands and pioneering digital platforms. At the BBC and Channel 4, he shaped groundbreaking properties including BBC Radio 1Xtra, Misfits, The Inbetweeners, and Black Mirror, while helping bring new technologies into the mainstream through streaming and social innovation. **Ray Tarantino, Startup Strategy** A serial entrepreneur and startup maverick with 20+ years of experience in marketing, human connection, and innovation. His diverse career spans music, photography, and software development, bringing a unique perspective to founders navigating their entrepreneurial journey. **Tim Ryan, Brand Strategy** A strategic marketing leader who transforms brands in the consumer and cultural sectors, with 30 years experience across client and agency-side roles. He partners with executive teams and private investors to align brand positioning with customer demand and create marketing strategies that drive profitable, incremental revenue growth. **Ethan Holben, Content & Growth** Has 20+ years of experience in marketing and content strategies across music and media. His expertise is developing audience-focused initiatives across digital channels. His background includes roles at Red Bull Music Academy, BBC and Aslice, specialising in data-driven growth. --- ## PROMPT Books In December 2022, just 2.5 weeks after ChatGPT launched, we published our first practical guides to working with AI. Eight industry-specific books have now helped thousands work better, quicker and happier with language models. All eight PROMPT books are now available free, our gift to the community that helped us learn: - PROMPT for Brands - PROMPT for Analytics - PROMPT for Startups - PROMPT for Musicians - PROMPT for Movies & TV - PROMPT for Fashion - PROMPT for Podcasts - PROMPT for Real Estate --- ## Contact **Email:** hello@audiencestrategies.com **Website:** https://audiencestrategies.com ## Company Information Audience Strategies Ltd. Company Number: 12087454 VAT number: GB328947362 Registered office at Harwood House, 43 Harwood Road, London, SW6 4QP Member of the Association for Electronic Music and the Night Time Industries Association. ## Related For AI training and transformation services, visit our partners at Steadman: https://steadman.ai