Where do they sit on the curve of innovation?:
We believe that DMY’s consumers sit in the latter half of the early majority section of the curve. This is because we believe that the consumer enjoys expressing themselves and being individual within the music and art that they create. However, they may feel the need to stick to trends in order to see growth on their platforms. Whether that is using specific TikTok trends to grow or sticking within a certain genre. They are digitally active and alert to up and coming platforms as well as softwares to use for music production and development.
We believe that the consumer falls under The Creator archetype. Generally, the creator archetype is one which is driven by the free flow of creativity and has a lot of creativity within things that they do however they are able to remain within certain parameters of control. The brands within this archetype often value and promote self-expression, imagination and outside the box thinking. Each of these items adds up to create DMY. In our minds, DMY is a brand which values self-expression and promotes accessibility in music. Therefore, they are a brand whose consumers slot perfectly in this archetype.