If you’re a fan of UK bands, or just a member of the human race in general, you will probably be aware of a small band called Oasis having a reunion tour in 2025. The Manchester-based band formed back in 1991 under the leadership of brothers Liam and Noel Gallagher. Despite splitting up as a band in 2009 due to internal conflicts, they have remained one of the bestselling and most consequential bands in British music history – I dare you to try and count how many times you hear an Oasis song when you’re next at a pub, a football game, a party (the list goes on!).
‘How does this relate to segmentations?’ you may be thinking. Well, the buzz surrounding this new tour offers the perfect example of how audiences can shift and evolve. On paper, you might be tempted to group together fans interested in going to a live Oasis concert now and fifteen years ago when they last performed live, but that would be an oversimplification. Their recent reunion unveils a clear message for brands – don’t be complacent with continuing to update the information about your ‘fans’, as segments change and sadly won’t Live Forever.
What are segmentations?
We’re experts in audience understanding and segmentation studies at Tapestry. Lily, our data team lead, explains: “A segmentation is a way of statistically grouping people based on shared characteristics. At Tapestry we base all of our segmentations on a combination of attitudes and behaviour to enable us to give clearly defined, robust and actionable consumer groups.”
What is a segmentation refresh?
Lily continues “Our segmentations are designed to stand the test of time, however with a constantly changing and evolving world, it’s possible that they can shift and evolve. A refresh involves taking what we already know about a market and giving the segmentation algorithm updated data to iterate with. This then allows our segments to evolve to Be Here Now.”
You can read more about Segmentation Refresh at Tapestry here
Get to the Oasis references already!
In case you aren’t already convinced as to why segmentation refreshes are necessary, let’s bring it back to Oasis.
Despite both being audiences at an Oasis show, we know that the kinds of people attending the tour next year could be very different to those in 2009. To illustrate this, we’ve deep dived into the band’s history to hypothesise how Oasis fans might have segmented pre-breakup:
Core Britpop Followers: Fans who were deeply embedded in the Britpop movement during the 90s. They were highly engaged with the ‘Battle of Britpop’ and saw Oasis as the definitive band of the era. These fans attended live concerts, bought albums as soon as they were released, and passionately followed the rivalry between Oasis and Blur. They were also likely to be involved in the broader Britpop culture, embracing the fashion, attitude, and ethos of the movement.
Anthem Seekers: Casual listeners who were drawn to Oasis’s biggest hits like ‘Wonderwall’, ‘Don’t Look Back in Anger’, and ‘Champagne Supernova’. They loved the anthemic quality of the music and how it resonated in large gatherings. These fans were likely to play Oasis at parties, singalong at concerts, and associate the music with key life events, such as weddings or road trips. They bought greatest hits albums and were more familiar with the band’s singles than with their full discography.
Alternative Rock Enthusiasts: Fans who appreciated Oasis as part of the broader alternative rock scene of the 90s. They listened to a variety of alternative bands and saw Oasis as one of the leaders of the genre. These fans were likely to explore entire albums, including deeper cuts beyond the hit singles. They appreciated the band’s musical evolution and were interested in comparing Oasis with other alternative rock bands from the UK and the US.
Liam and Noel Devotees: Fans who were particularly drawn to the personalities of Liam and Noel Gallagher. They admired the swagger, confidence, and sometimes combative nature of the brothers. These fans closely followed interviews, gossip, and public appearances of the Gallagher brothers. They engaged in discussions about the brothers’ influence on the band’s music and image and were often involved in fan communities dedicated to one brother or the other.
But why would we need to refresh these ‘segments’?
Well in the fifteen years since Oasis disbanded, there have been many musical developments and social changes worldwide. More modern and alternative bands/artists such as The 1975, alt-J, Tame Impala, and Wolf Alice have emerged as popular indie/alternative voices from 2010 onwards, changing the scene of this genre. The UK has also seen the end of the ‘Cool Britannia’ period, with divisions in society become more stark and opposing. Most importantly though, original fans have grown up and new fans will have emerged that do not fit into these old segments. So if this was a true segmentation, we’d argue a refresh was overdue!
What could these new segments look like…?
Nostalgic Millennials: Fans who grew up listening to Oasis in the 90s and early 2000s and now look back on the band with nostalgia. They associate Oasis’s music with their youth and formative years. These fans revisit Oasis albums and playlists on streaming platforms, share their favourite tracks on social media, and attend reunion or tribute events. They may also introduce the band to younger generations, passing down their love for Oasis.
Indie Rock Discoverers: Younger fans who have discovered Oasis through streaming platforms, music recommendations, or cultural references. They appreciate the band as part of the broader indie and alternative rock canon. These fans are likely to explore the band’s full discography, often starting with greatest hits before diving into individual albums. They engage in online discussions about the band’s influence and legacy and may explore other bands from the Britpop era as well.
Vinyl and Collectible Enthusiasts: Fans who appreciate the tangible aspects of music, such as vinyl records and band memorabilia. They see Oasis as an essential part of any rock collection. These fans search for original vinyl pressings, limited editions, and rare collectibles. They may display their collections online or at home and often engage in trading or purchasing memorabilia. They value the authenticity and historical significance of Oasis’s releases.
Gallagher Brother Fans: Fans who follow the solo careers of Liam and Noel Gallagher, often with a preference for one over the other. They are invested in the ongoing narrative of the brothers’ post-Oasis lives. These fans attend solo concerts, buy or stream new releases, and participate in discussions about which Gallagher brother has been more successful post-Oasis. They may also hold out hope for an Oasis reunion and closely follow any news or rumours about the brothers potentially reconciling.
It’s clear that the audience today could look quite different.
To conclude, the overarching story here is Don’t Look Back in Anger if your old segmentation may not be as accurate anymore. Segmentations are designed to stand the test of time, but it is impossible to predict every societal mood or change in values. Effective brands know to Roll With It when it comes to shifts in their consumers. If you believe that your segmentation may be out of date and need refreshing, Stop Crying Your Heart Out, as this could be an opportunity to get to know your consumers better!
We’d love to get your thoughts on our hypothetical segmentations of Oasis past and present – where would you place yourself?