Consumer music behaviour, tastes and attitudes vary dramatically.  The ability to delineate discrete segments is crucial for targeting music services and for artist marketing.  Over the last half decade the music industry has come to understand importance of consumer segmentation in understanding music fans and buyers.   But the streaming-driven shift from ownership to access is forcing a rethink in segmentation. Paying for music has become a lifestyle choice but is not always defined by consumers’ personal values and opinions.