The British singer, whose album ‘25’ comes out Friday, has a distinct base of devoted fans—mothers between ages 25 and 44
They are mostly women and they’re more likely to work in health care
than any other field. They shop at Victoria’s Secret, read parenting
magazines and like taking risks. Perhaps most remarkably, they still buy
albums.
Meet music’s most coveted coterie: the fans of Adele. The British singer’s third album, “25,” comes out Friday. Adele will belt out tunes including her new single “Hello”—released last month—on a BBC TV special airing Friday and will appear as the musical guest this weekend on “Saturday Night Live.” Two-minute samples of each song surfaced online earlier this week.
Judging from video views, sales and covers already made of “Hello,” Adele’s fans appear ready to flex their credit cards again.
Even as $10-a-month streaming services multiply, YouTube’s free offerings proliferate and record sales flag—to 257 million albums in the U.S. last year from 785 million albums at their peak in 2000—Adele’s fans don’t appear to have gotten the memo. They have snapped up 14 million copies of her albums in the U.S., according to Nielsen, and 33 million of her digital singles. Her debut album, “19,” sold 2.7 million copies and her sophomore blockbuster, “21,” sold 11.2 million—the only album ever to be the biggest seller two years in a row.
With such massive sales, the conventional wisdom has been that the
singer appeals to all types. But a Nielsen analysis of her fans reveals a
distinct profile: They are 62% female, most between 25 and 44 years
old, with children.
They drink light beer and Aquafina bottled water. They are 20% more likely than the general population to smell personal-care products before buying them, 81% more likely than average to read Parents magazine, about 60% more likely than average to work as technicians or other support staff in the health-care industry, and 69% more likely than average to play soccer, according to data that Nielsen compiled for Sony Corp. ’s Columbia Records, one of Adele’s labels. The data come from quarterly surveys of thousands of people who either call themselves Adele fans or appear to be so based on their buying, viewing or listening habits.
Representatives for Sony and Adele declined to comment.
Most of the top-selling artists in the first half of 2015 struck a chord with a similar demographic. According to research firm Music Watch Inc., Nashville pop star Taylor Swift’s most passionate fans are 59% female, and more than one-third of them are over 50. (The over-50 crowd makes up 28% of Adele’s fans, Music Watch says.) British singer-songwriters Sam Smith and Ed Sheeran both have fan bases that are two-thirds female, according to Music Watch and Nielsen. American pop singer Meghan Trainor’s fans tend to be young, lower-income females and new parents whose favorite cable networks include the History Channel and ABC Family according to Nielsen’s data.
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Meet music’s most coveted coterie: the fans of Adele. The British singer’s third album, “25,” comes out Friday. Adele will belt out tunes including her new single “Hello”—released last month—on a BBC TV special airing Friday and will appear as the musical guest this weekend on “Saturday Night Live.” Two-minute samples of each song surfaced online earlier this week.
Judging from video views, sales and covers already made of “Hello,” Adele’s fans appear ready to flex their credit cards again.
Even as $10-a-month streaming services multiply, YouTube’s free offerings proliferate and record sales flag—to 257 million albums in the U.S. last year from 785 million albums at their peak in 2000—Adele’s fans don’t appear to have gotten the memo. They have snapped up 14 million copies of her albums in the U.S., according to Nielsen, and 33 million of her digital singles. Her debut album, “19,” sold 2.7 million copies and her sophomore blockbuster, “21,” sold 11.2 million—the only album ever to be the biggest seller two years in a row.
‘Hello’ by Adele
They drink light beer and Aquafina bottled water. They are 20% more likely than the general population to smell personal-care products before buying them, 81% more likely than average to read Parents magazine, about 60% more likely than average to work as technicians or other support staff in the health-care industry, and 69% more likely than average to play soccer, according to data that Nielsen compiled for Sony Corp. ’s Columbia Records, one of Adele’s labels. The data come from quarterly surveys of thousands of people who either call themselves Adele fans or appear to be so based on their buying, viewing or listening habits.
Representatives for Sony and Adele declined to comment.
Most of the top-selling artists in the first half of 2015 struck a chord with a similar demographic. According to research firm Music Watch Inc., Nashville pop star Taylor Swift’s most passionate fans are 59% female, and more than one-third of them are over 50. (The over-50 crowd makes up 28% of Adele’s fans, Music Watch says.) British singer-songwriters Sam Smith and Ed Sheeran both have fan bases that are two-thirds female, according to Music Watch and Nielsen. American pop singer Meghan Trainor’s fans tend to be young, lower-income females and new parents whose favorite cable networks include the History Channel and ABC Family according to Nielsen’s data.
view more:
21 Times Adele Was Actually Fucking Hilarious
New 'Batman V Superman' Trailer Empowers Wonder Woman In An Amazing Moment That Deserves A Rewatch — VIDEO