~ New research reveals music is the art form most East Midlanders would be unable to live without ~
Music is the art form that most people in the East Midlands would miss most, according to new research by audio branding agency PHMG.
Thirty-seven per cent of East Midlanders say they would be least able to live without music, compared to 25 per cent for TV and 18 per cent for books.
Only five per cent said they could least live without films, leaving art lovers in last place with only four per cent.
Daniel Lafferty, Director of Music and Voice at PHMG, said: “Music is absolutely integral to people’s lives and plays a large role in shaping their perceptions of society, their views and preferences.
“This makes it all the more puzzling why businesses still undervalue music when it comes to marketing, as it could give them a significant competitive edge.”
The research also reveals that a whopping 77 per cent of people in the East Midlands claim that music is an integral part of their lives. Pop is the genre East Midlanders listen to most (34 per cent), followed by rock (13 per cent) and indie (six per cent).
“Music has a significant emotional impact,” added Dan. “From pop ballads to opera, football chants to national anthems, songs can come with intense emotional baggage, triggering responses of past memories and experiences. A track with a positive personal association has the power to motivate, inspire and boost moods.
“This emotion factor makes it all the more important for businesses to choose an exclusive, bespoke track over an existing piece of music. With people applying their own emotional memories to a piece, there’s always a risk of a negative association – which can be easily transferred to the company.”
PHMG is the world’s largest audio branding agency, with offices in Manchester and Chicago, and more than 36,000 clients in 39 countries worldwide, including the likes of Coca-Cola, Audi and Adidas.
