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
Entercom Charlotte Names Michael De Amicis Director of Sales
Entercom Charlotte Signs Contract Extension with Bo Thompson
April 27, 2017
iHeartMedia And Elvis Duran Announce New Long-Term Agreement
SiriusXM Acquires Automatic Labs Inc.
Insomniac & iHeartMedia Launch EDC Radio Exclusivley On iHeartRadio
April 26, 2017
Cox Enterprises Names Alexander C. Taylor President/CEO
Delilah Inducted Into NAB Broadcasting Hall of Fame
April 25, 2017
CBS Radio Unveils New "Airtime Analytics" Measurement Tool
Entercom Rochester Names Michael “Mud” Gross PD At WCMF-FM
IFPI Report: Global Recorded Music Revenues Increase by 5.9%
Tom Calococci Joins Sheet Happens Prep For Affiliate Relations/Content Creation
CBS Radio Stations Take Home 25 Regional Edward R. Murrow Awards And 4 Overall Excellence Awards
April 24, 2017
Coran Capshaw To Be Honored With City of Hope's 2017 Spirit of Life Award
Cumulus Appoints Nic Merenda VP/Market Manager For Topeka, KS
Alpha Media Brings Throwbacks To San Antonio
iHeartMedia St. Louis Names Jules Riley PD For 93.7 The Bull
J. Anthony Brown Joins The Steve Harvey Morning Show
April 21, 2017
Cumulus Promotes Heather Gersten To APD At WWLI/Providence, RI
April 20, 2017
iHeartMedia Washington, D.C. Names Tommy Chuck PD For WASH-FM
iHeartMedia Names Jeff Wyatt SVP/Programming For Baltimore, MD
Radio One DC Expands WMMJ-FM Listenership
April 19, 2017
CBS Radio's 'SPF" In Las Vegas Expands To Two Nights With Linkin Park
Music News
Deluxe Reissue of Purple Rain Set for June 23 Release
Harry Styles Sets Massive 2017 World Tour
Jack White Inks Publishing Deal With UMPG
Quick Hits: Katy Perry, Fall Out Boy, Haim
Kendrick Lamar Earns Biggest Chart Debut of 2017, Announces Tour
Quick Hits: Haim, Katy Perry, Madonna
Quick Hits: Harry Styles, Beyonce, Bumbershoot Festival, Life is Beautiful Festival, Phoenix, Paul McCartney, Elton John, Madonna
Quick Hits: Tori Amos, Kings Of Leon
Quick Hits: Beyonce, Rise Against
Prince EP Release Blocked By Lawsuit
Paramore Announce New Album After Laughter
Controversy Over New Prince EP
Quick Hits: NIN, QOTSA, Coldplay, Big Boi
FMQB Retro-Active: A Look Back at ELP
The Chainsmokers Debut Atop Billboard 200

Nikki Nite,
VP of Prog. & Ops,

FMQB Member Login

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