Music consumption is a tricky thing to try to predict. We are all individuals with unique tastes and lives, into which music is interwoven to varying degrees. Yet millions of pounds is spent every year by music, radio, advertising and leisure industries (to name a few) to try to better understand the factors that predict our listening and music consumption behaviour. The question on their agendas is, are there any universals that might at least loosely predict who will listen to what and how? In other words, how do we tailor music for ‘maximum impact’?