The existence of music has given a lot of influences to our daily routines since the early age. We probably started to listen to music since we were still in our mother’s womb. As we grow older our taste of music becomes more complicated. We start to recognize different genres of music, such as jazz, classic, rock, pop, RNB, etc. Our taste of music is mostly influenced by our daily habits, environment, friends, and of course our own personality.The sophistication of our taste of music and the existence of the wide range of music genres create the complicated segmentation within the music entertainment market. With such complication and competition between the musicians, the music industry could be considered as a red ocean market. Moreover, with the huge amount of song traffic in the society it would be very hard for musicians to capture the attention of their target market for a long period of time.
As I explained before, the complication of our music taste increase as we grow older. I personally think that our desire to music could be perceived as one of our needs in life. A kid would be more than enough to be equipped with a pencil and an eraser to go to the kindergarten. However as he grows older and becomes an architect, he probably needs more than a pencil and an eraser. Similarly, as we grow up there are a lot of variables that changes the need of music. We start to understand the lyrics, recognize the tunes, and correlate the songs to our daily routines.
Approximately two decades ago a band called the Wiggles was formed in Australia. Since its formation in 1991, the group has achieved worldwide success with its children's albums, videos, television series and concert appearances. According to Business Review Weekly magazine, The Wiggles were Australia's highest grossing entertainers for the year 2005, earning more than AC/DC and Nicole Kidman combined.
As I stated before that sometimes being simple is the answer. The Wiggles unique positioning in the music industry shows the simplicity of the band. Surely not like adults, the kids’ taste of music is much simpler. They would not care too much on the sophistication of the lyrics, the technique behind the song, or even on how handsome the singers are.
Their combination of happy tunes in their music with funny movements plus the funny characters such as Dorothy the Dinosaur and Henry the octopus somehow becomes unique both from the music and children entertainment point of view. I personally think that the Wiggles created a blue ocean market within the music industry. They created an irrelevant competition within the market. Somehow they do not compete with the Top 40 artists although they are actually in the industry. Moreover, they also do not compete directly with the cartoon characters such as Dora the Explorer, Thomas the Tank Engine, Bob the Builder, etc. With such unique positioning I think there is no where to go but forward for the Wiggles.
Be Irrelevant to win the marketing!!!
David Herlambang
MarketingFirst
