This thesis examines consumer profiles of music listeners and their value determinants. The main goal of the research was to understand how music, as both a cultural and aesthetic product, reflects the personal, social, and cultural identities of consumers, and how preferences in music consumption relate to the values that consumers hold. Through the analysis of theoretical frameworks of consumption, key players in the music industry, and the relationship between musical preferences and consumer values, the thesis provides insight into how music shapes consumer behavior in the digital age. Consumers of music products can be classified into different profiles based on factors such as age, gender, education, social status, and preferences for new technologies. Younger generations tend to prefer digital platforms for music streaming, while older consumers often choose more traditional forms of consumption. Music is not only an art form but also reflects identity, social norms, and life values. By understanding these profiles, music marketing experts can develop precise strategies for targeting audiences and creating products that meet the needs and desires of their consumers. The thesis also explores the impact of the digitalization of the music industry on consumer habits. Streaming platforms allow for better tracking of consumption patterns and the development of personalized offerings, further changing consumer behavior. Music is thus consumed not only for aesthetic pleasure but also as an important tool for expressing personal views, values, and social norms. In conclusion, recognizing and understanding consumer profiles is crucial for the success of the music industry in today's digital society, as it enables better connection with consumers and the development of music products that satisfy their specific needs and desires.