Jimi Hendrix Artist Experience - Personas

Jimi Hendrix Artist Experience - Personas

Transcript

1. Sony Jimi Hendrix Digital Artist Experience Personas Universal Mind | Digital Artist Experience
2. Engaging the hard core fan and making it stick? Paul J. Jones, 40 Corporate Marketing, Tampa, FL Married, No Kids “Core User” 5% of end-users Mobility Purchasing frequency Comfort with Mobile Technology Need for Simplicity Access to Internet or Wifi Technology Adoption Free Time Visual Wants Knowledge Low Med High Paul Jones knew something was different the first time he heard The Jimi Hendrix Experience Album, his one of many. Having loved music and guitars since he was young and embracing the new music culture he and his cousin stood there listening to Jimi Hendrix do things on a guitar no one had ever done before, he was immediately infatuated with this new artist. Paul and his friends had learned to play guitar on their own, as many his age had done during that time, but it was just standard melodies and rhythms that sounded like folk music. Listening to Jimi changed all that. He immediately saved up enough money to buy and electric guitar, one he still counts today as most prized in his 20-year collection. He never learned to play like Jimi, but knew more about him that many others. Paul and his wife, Mary, have been married for over 14 years. They are comfortable with technology, though not overwhelmingly knowledgeable on it. They use the internet frequently, carry iPhones and their iTouches with them everywhere they go, and use their one iPad at home extensively (typically more than their laptop). Paul and Mary are thorough lovers of music, particularly of the late 60’s. Hendrix is by far Paul’s favorite artist and he owns all albums (live and studio) that have been released. He has retained and treasures all of his vinyl albums and even has memorabilia displayed such as ticket stubs, signatures, and photographs. They have their entire digital music collection in iTunes and use it extensively, not being afraid to spend money on a song or album as it is released. He is picky about his apps for his iPad, looking for quality and substance, not just flash. As part of their digital transition to other forms of media, they have begun using their Apple TV more and more. They enjoy its convenience and ability to share imagery across their family and friends, often posting items on their Facebook account for friends far away to view. They love the vinyl and old record players due to nostalgia, but realize the shortcomings in them also (like lack of portability). Paul knows Jimi Hendrix very well, he can tell you differences in songs, including different versions of the same song. He is quick to point out how Jimi used different pedals to make his unique sound, he even has the actual set up in his basement studio where Paul keeps his guitars. Paul constantly keeps an eye out for all new Hendrix media as well as other impactful artists of that era. Universal Mind | Digital Artist Experience
3. How can we get a young music lover to embrace a source of all things Jimi? Robert D. Chadwick, 19 Collage Student, Dublin, OH Single, No Kids “Interested User” Robert grew up listening to music with his friends and enjoyed discussing new artists and indie music over coffee, between classes, or on the go. They would even try their own hand at playing every once in a while. Robert is very comfortable with technology and remains constantly connected whether at home or walking through the city, particularly with his iPhone. He lives downtown and within close proximity of friends, so frequent outings to various social locations is a constant. Robert always brings his iPhone with him, but at times will bring his iPad also. At home, he typically uses his iPad extensively. Apple TV is one of his favorite things to use; he doesn't subscribe to cable television, but do have a large internet pipe coming in to his apartment. Game Center is heavily used by Robert and his friends; they enjoy the interaction and competition it presents. Apps and games that are multi-player and socially connected are of high interest; however, the apps and games must be of high quality since they are after the experience, not just “something to do”. He as well as his friends have enough discretionary income to freely spend money on apps and upgrades or issues. He views this as something he can do since he doesn't have cable. With his continued interest in music and through discussions with friends, Robert has discovered some of the good tunes from the 60’s, with Jimi Hendrix and Janis Joplin being two artists whose tracks he has purchased. He found both of their early deaths tragic and is interested in finding out more about their lives and the music they wrote and performed, particularly in their quick rise to influence. In his mind, here it is 40 years later and they are still influencing musicians, particularly with Jimi Hendrix still being called the greatest guitarist ever. Its pretty incredible. After hearing a few Hendrix outtakes of Jimi talking in the studio and listening to him perform the same song differently twice on a DVD, Robert purchased the entire Are You Experienced? album. Robert loves the vintage “old school” look of vinyl, old players, and mics, but it stems directly from coolness, not nostalgia. He and his friends are looking for a deeper experience from the artists they like to follow, almost like a personal look similar one would get from an indie performer at a club. of end-users Mobility Purchasing frequency Comfort with Mobile Technology Need for Simplicity Access to Internet or Wifi Technology Adoption Free Time Visual Wants Knowledge Low Med High 15% Universal Mind | Digital Artist Experience
4. Candace R. Seaton, 31 Jewelry appraiser, San Jose, CA Married, 2 kids “Exploratory User” of end-users Mobility Purchasing frequency Comfort with Mobile Technology Need for Simplicity Access to Internet or Wifi Technology Adoption Free Time Visual Wants Knowledge Low Med High 70% Stumbling upon the app and feeding the exploratory bug. Candace loves exploring new things. She finds time exploring the world around her while having fun with her family. She works during the day and runs the kids to soccer practice, but still finds time to find new things to do. The iPhone and iPad are her favorite things to play with. Candace downloads tons of free apps to try out either new books, or new games. She, along with the rest of her family, love music. The iPad is a family device they all share and use it on a daily bases. Candace is very comfortable with technology and remains constantly connected whether at home or walking through the city, particularly with her iPhone. She and her husband live in the suburbs and within close proximity of their friends, so frequent outings to various social locations are frequent. Candace always brings her iPhone with her, but at times will bring her iPad also. At home, she typically uses her iPad extensively with her family. Candace finds her self engage in some addicting apps, mostly games like Angry birds, Plants vs Zombies, or reading books. She likes to play these games by herself and with her family. Candace and her husband are music lovers and love to explore applications of all kinds. She uses things like Facebook and Twitter to see what people are saying and being in the know on the social front. She usually shares pictures and content with her followers and friends. She tends to find new and interesting apps and content from her followers and friends as well as skimming through the featured itunes apps and songs. Candace doesn't really know much about Jimi Hendrix or his music but does know he was a big part of the 60s/70s and the music culture at the time. She primarily knows him because of Woodstock and the live music he played at the concert. Universal Mind | Digital Artist Experience