Project Phoenix is Bauer's proprietary insight piece looking at the latest trends affecting music consumption in the UK. This is the 4th wave of the project and this time round we've looked at how an individual's musical journey is influenced by friends, media platforms and brands. Music, like never before, is everywhere and this has led musical journeys to be more complex than ever.

4th wave of the project looking at how an individual's musical journey is influenced by friends, media platforms and brands.

To uncover the influences behind musical journeys we used a combination of qualitative and quantitative research techniques and finished the project by hosting a roundtable debate featuring our own music magazine editors and industry experts.

Results of the research shown that "Eureka moments define the complexity of consumers' music journeys". At the Eureka moment, an individual becomes engrossed in a genre or individual band and this tends to be a key point and protected memory on their musical journey. "Genres are dead": As access to music has become more universal for even less fanatical musical listeners, music consumption is less stringently defined by genres as consumers cherry pick their journeys. Please click through to website for a breakdown of the top 10 findings.

Media platforms need to be used collectively to drive purchase - the musical journey is influenced by all media platforms and each has core strengths to driving purchase. Brands are openly welcomed, if they do it right! Previously consumers understood the need for brands becoming more involved in music, but they were perceived as a necessary evil. As execution and creativity improves consumers openly accept brand involvement. Our industry debate highlighted that the industry is placing these brand partnerships very much at the heart of what they are doing.