We spoke to 2,200 15-39 year olds who completed a detailed questionnaire about their music listening and purchase habits as well as other related lifestyle and attitude traits. In addition we ran a heavy weight programme of 30 focus groups up and down the country that quizzed music fans in-depth about their relationship with music. Music is moving towards an 'on-demand' and 'experience led' future, ruled by consumer power that demands "what I want, when I want, where I want it".

On the face of things it was pretty clear that some big trends were reshaping the musical landscape. The swapping of music files across the Internet is the prime example. New industry data reveals that the volume of illegal music downloads now matches or exceeds that of paid-for music sales right across the globe. But it's also a fact that record numbers of CDs were sold in the UK last year yet we still hear that the industry is being bled dry by piracy.

Our analysis of this research has broken down the UK's 15-39 age group into four music "passion zones". Each group has it's own unique relationship with music that dictates what they listen to, how they listen, how much they spend on music and how many files they download illegally from the internet. The groups are as follows: Music Casuals Music Enthusiasts Music Savants Charlie Boy

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Please check out the Insight section on baueradvertising.co.uk for the Project Phoenix videos and full details of the presentations. Music Casuals - they rarely invest the time or energy to explore beyond what the convenience of the mainstream has to offer. Music Enthusiasts - music is a key part of life but shares the stage with other interests and passions. Music Savants - everything in life seems to be tied up with or lead back to music. No stone is left unturned in their search for the best that music has on offer. Charlie Boy - What can we say?