Study: Tastemakers Still Discover Music Via Radio
July 16, 2008

A new Jupiter Research study looks at "music influencers," tastemakers who are influential online among digital music fans. Jupiter describes them as eight percent of overall online users, who "participate enthusiastically in a broad range of music-related activities online." According to Jupiter, "word of mouth and radio are the most common means of music discovery among" music influencers.

According to Jupiter's data, radio is far and away the most popular method of music discovery for all four of its categories: "music aficionados," "paying downloaders," "CD purists" and "overall online users." "Recommendations from friends" was the second-most popular way to find new music. Online radio was chosen by 22 percent of music aficionados and paying downloaders, but just eight percent of CD purists and nine percent of overall online users.

Jupiter says 62 percent of "influencers" "discover music via friends' recommendations. "This indicates that influencers communicate with others like themselves about new and cool music. Thus, reaching out to influencers has a cumulative effect for music marketers. Music influencers tend to be young and are only slightly more likely to be men. They are on the leading edge of consuming and purchasing digital music. Forty percent of music influencers are music aficionados (i.e., online users who do at least one of the following on a regular basis: stream or download free digital music, rip or burn CDs, or create music collections on PCs—and who spent more than $50 on music during the past three months). Thirty-three percent have paid to download singles in the last 12 months, and 22 percent have paid to download albums in the same period. Almost one-half of them listen to music on a portable MP3 payer. They also have very eclectic taste in music (i.e., they are interested in multiple genres) and spend a median of $200 a year on music."

Breaking News
iHeartMedia Oklahoma City Names JJ Ryan PD For KJYO & KXXY
Entercom Names Richard J. Schmaeling EVP & CFO
Doug Gottlieb Joins FOX Sports Radio & FS1
March 21, 2017
Beasley Broadcast Group Reports 4th Quarter and Full Year 2016 Results
Chip Arledge Appointed OM For Cumulus Media Shreveport/Bossier City, LA
KXQQ/Las Vegas Names Natalia Hernandez As New Midday Personality
In Brief - March 21, 2017
March 17, 2017
Cumulus Reports Results for Fourth Quarter and Full Year 2016
Entercom Austin To Move 96.3 FM RnB To 95.9 FM
March 16, 2017
iHeartMedia Names Geoff "G-Off" Owens PD For KXJM/Portland & KUBE/Seattle-Tacoma
c3 & FMC Statement: Elimination of the NEA, NEH, and CPB Indefensible, Shameful, and Senseless
iHeartMedia Introduces SmartAudio
Condé Nast Acquires Pop2Life And Ribyt
March 15, 2017
Radio One Houston Names DJ Riddler MD & On-Air Talent/Mixer For KROI (92.1 Radio Now)
iHeartMedia Names Mark Fuhrman Area President in Pittsburgh/West Virginia Region
REAL 103.9/Las Vegas Names Roxy Romeo APD/MD
iHeartMedia Washington, D.C. Debuts Cherry Blossom Radio
KBEB/Sacramento Names Bryan "B-Dub" Washington PD
iHeartMedia Portland Debuts The New 103.7 The Legend
March 14, 2017
The iHeartRadio Music Festival Returns to Vegas This September
KMGA (99.5 Magic FM) Adds Bryan Simmons as PD/PM Drive, Doug Durocher as AM Co-Host
Veteran Music Exec and Producer Tommy LiPuma Passes Away
Magic 92.5 Turns 20 With An All-Star Birthday Bash
March 13, 2017
Alpha Media Portland Names Sean Demery PD At KINK FM
Music News
Chance the Rapper, The Killers, Muse & Arcade Fire Headlining Lollapalooza
QuickHits: Ed Sheeran, Chuck Berry, The Decemberists
QuickHits: NIN, Missy Elliot, Frank Ocean, Pitbull, Enrique Iglesias, Sublime
Rock Pioneer Chuck Berry Passes Away
The Entertainment World Remembers Chuck Berry
Ed Sheeran Spends Second Week Atop Billboard 200
QuickHits: Drake, James Blunt, Spoon, Bob Dylan
Quick Hits: Coldplay. BET Experience, Weezer
Quick Hits: The Chainsmokers, Pitbull, Ohana Music Festival, Arroyo Seco Weekend, Feist
Ed Sheeran Earns Biggest Debut Week of 2017
Quick Hits: Drake, Pearl Jam, Fifth Harmony
Lorde's Melodrama Arrives June 16
U2 Announce 30th Anniversary Joshua Tree Box Set
Ed Sheeran Announces Massive North American Tour
Quick Hits: Halsey, Charli XCX

Sam Milkman, EVP
Coleman Insights

FMQB Member Login

Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!