Moonbug: Kids and Music
Moonbug Entertainment
QUALITATIVE RESEARCH, 9 MARKETS
Our Client
Moonbug Entertainment is a British children's media company and multi-channel network which creates, produces, and distributes children's video and audio content.
At a Glance
Moonbug tasked us with the job of helping them understand how, why, and when kids listen to music.
- Built a robust framework of the “essentials” that a piece of music needs to engage kids aged 18 months to 5 years.
- Studied the effects of lyrics, beat and rhythm structures, the tonality of music, and much more.
- Conducted in depth interviews with leading academics in the field, literature reviews, big data analysis, focus groups with nursery teachers, and primary qualitative research with kids and their parents.
The Details
Music is critical for kids’ neural development. Activities like playing an instrument, singing, or even listening to music lead to improved brain structure. Kids music is also an interesting commercial opportunity; with 5.1 billion streams and a 21% growth rate generating millions in revenue. So Moonbug tasked us with the job of helping them understand how, why, and when kids listen to music.
Our Approach
- Build a robust framework of the “essentials” that a piece of music needs to engage kids aged 18 months to 5 years.
- Study the effects of lyrics, beat and rhythm structures, the tonality of music, and much more.
- Conduct in depth interviews with leading academics in the field, literature reviews, big data analysis, focus groups with nursery teachers, and primary qualitative research with kids and their parents.
The Outcome
Our research findings were fed into Moonbug’s music production process and one of their first songs that utilised the research was CoComelons’ “Belly Button Song”, which got over 10 million views in the first few weeks of being live!