Explores Contemporary Music Tastes
The third entry in COLEMAN INSIGHTS' research project, “THE CONTEMPORARY MUSIC SUPERSTUDY,” examines how contemporary music tastes are influenced by age, gender and whether or not a listener is more likely to consume radio or a streaming service. ”What Shapes Our Music Tastes” also explores the gap between Hip-Hop/R&B and Country that appeared in findings in the first two blogs.
Hip-Hop/R&B fans are more likely to be younger, male, live in an urban area and be daily streaming users. Country fans are more likely to lean older, female, live in rural areas and be daily radio users. “Why is there so much Hip-Hop and so little Country on the streaming charts?" COLEMAN INSIGHTS Pres. WARREN KURTZMAN asked. "One big reason is that Hip-Hop fans are more likely to stream, while Country fans are more likely to use radio.”
There is far less polarization in Dance/Electronic and Alternative/Rock, both of which perform relatively consistently across age, gender, geography and streaming versus radio usage. Once again, COLEMAN INSIGHTS observes that Pop titles overperform with virtually every segment of the population. “Whether you’re 12 or 54, male or female, live in the city or the country, listen to radio or streaming, Pop music is the center lane of contemporary music for everyone, everywhere,” KURTZMAN said.
Next week, the final TUESDAYS WITH COLEMAN blog post with findings from the CONTEMPORARY MUSIC SUPERSTUDY will reveal the most and least popular of 2018’s most-consumed songs and explore how music tastes vary whether consumers have a positive or negative impression of Pres. DONALD TRUMP, including the #1 songs with TRUMP supporters and detractors.
COLEMAN INSIGHTS will present a deeper look at the study in an upcoming webinar, “THE CONTEMPORARY MUSIC SUPERSTUDY DEEP DIVE,” which will take place at 2p ET on TUESDAY, APRIL 30th. Registration is now open for the webinar here.
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