Bronys and dubstep a primer
19
1 The Rise of Bronys New Sincerit y and Niche Markets @tyahma 12 April 13 Wings Hair
-
Upload
ty-ahmad-taylor -
Category
Business
-
view
545 -
download
0
description
The intersection of niche markets and pop culture: when your users aren't who you thought they were. Prepared for the Product Insights Conference in San Francisco on 12 April 13.
Transcript of Bronys and dubstep a primer
1
The Rise of
Bronys
New Sincerity
and Niche Markets
@tyahma 12 April 13
Wings
Hair
In the beginnin
gThe original line of My Little Pony began with the Earth Ponies in 1982. The Earth Ponies were followed by Pegasus Ponies, Unicorn Ponies, Flutter Ponies and Sea Ponies. Flutter Ponies were smaller and thinner than Pegasus Ponies, and had fluttering wings. Windy Wing and the Summer Wing Ponies were smaller than the Flutter Ponies and were proportioned in a similar way, with larger, butterfly-like wings. The Sea Ponies resembled seahorses, and were produced as both adults and babies. There were also male ponies called 'Big Brother Ponies', which had slightly larger bodies and feathered hooves resembling those of Clydesdale horses.
3
G4
Generation 4 began in 2010: Twilight Sparkle, Rainbow Dash, Fluttershy, Pinkie Pie, Applejack, Rarity, Spike the Dragon, Princess Celestia, and Princess Luna are the top characters.
Types of ponies in G4
Earth ponies
Pegasii Unicorns Pegacorn/Alicorn
Haunch marks. Wings. Horns. All of that at once.
5
The primary market
Young girls aged 5-10. Note that I used stars here.
6
From 4 Chan
Bro + Pony = Bronies
+ =
New Sincerity
“Runs against post-modernist irony or cynicism”These guys are not in the movement.
8
Bronies in the military
A few soldiers in Afghanistan are part of the Brony movement, as a reaction against the violence there.
Illicitly, they use the hindquarter’s marks as call signs.
9
What they do at BronyCon conferences
Cos’
play
TV Voice actor panels
Bronypalooza
Show premieres
10
Their mission
statement
“BronyCon is a convention held by and for fans of the cartoon My Little Pony: Friendship is Magic.”
11
The BronyCon general attendee is drawn from . . .
1. 7-12.4MM people in the US (!)
2. The 1-3% of people who fall into INTJ in Meyers-Briggs
12
Their favorite
character
Derpy Hooves
13
What Hasbro did with that character
Hasbro was worried that Derpy Hooves was a subtle attack on people with mental challenges, and thus
reduced Derpy’s role in the show.
14
But then . . .
There was
serious backlash for the,
uh, Derpy role-
reduction.
All roads lead to Dubstep.15
Tangent: Dance Music Genres
Dub
House
Garage
2 Step
Techno
D&B
Breakbeat
Reggae
16
The face of The face of DubstepDubstep
Skrillex + My Little Ponies = DubTrot
+ =
A micro-genre of two sub-genres.
Genre-Twisting
18
The moral of the story
1.We have some partial religion around product-market fit
2.But your market may change as you align against an old target.
3.Understanding organic markets is a vital part of product-market alignment.
19
BronyCon is only 111 days away, but tickets
are still available.Do you know your
users?
BronyCon is only 111 days away, but tickets
are still available.Do you know your
users?Thank you. I am here all week. Tell your friends. @tyahma
